The SEO Guide for Successful Web migrations #EUSearchCon

1. #webmigrations at #EUSearchCon by @aleyda from @orainti The SEO Guide for Successful Web migrations #webmigrations at #EUSearchCon by @aleyda from @orainti

2. #webmigrations at #EUSearchCon by @aleyda from @orainti Sometimes SEO adventures will ﬁnd you when you least expect it… #webmigrations at #EUSearchCon by @aleyda from @orainti

3. #webmigrations at #EUSearchCon by @aleyda from @orainti “I am looking for someone to help me with a Web migration” -A potential client #webmigrations at #EUSearchCon by @aleyda from @orainti

4. #webmigrations at #EUSearchCon by @aleyda from @orainti Web migrations don’t need to have a negative impact you can always use them as opportunities to grow… #webmigrations at #EUSearchCon by @aleyda from @orainti

5. #webmigrations at #EUSearchCon by @aleyda from @orainti Whether in HTTPS migrations, rebranding or redesign scenarios

6. #webmigrations at #EUSearchCon by @aleyda from @orainti As well as Websites consolidations WEBSITES CONSOLIDATION

7. #webmigrations at #EUSearchCon by @aleyda from @orainti That’s why is critical to be prepared and know which road to take during those tricky times… #webmigrations at #EUSearchCon by @aleyda from @orainti

8. #webmigrations at #EUSearchCon by @aleyda from @orainti I’m (sadly) not a wizard, but today I’m going   to show you how to succeed with them * International SEO Consultant & Founder at Orainti. * Conference Speaker at +100 Events in +20 Countries. * Author “SEO. Las Claves Esenciales.” * Blogger at Search Engine Land & Search Engine Journal. * European Search Personality of the Year in 2018 #webmigrations at #EUSearchCon by @aleyda from @orainti

9. #webmigrations at #EUSearchCon by @aleyda from @orainti Let’s start by understanding how far do you need to go and for what purpose… #webmigrations at #EUSearchCon by @aleyda from @orainti

10. #webmigrations at #EUSearchCon by @aleyda from @orainti Not all Web migrations are the same, the level of   change will be different depending on their goal Different URLs, Same Domain Different Protocol, Same Domain Different Domain Same URL Product rebranding, area renaming or structural content changes HTTP to HTTPS swap Company rebranding, acquisition or Web consolidation Redesign or CMS migration while keeping URL structure Alternate URLs, Same Domain Independent Mobile site migration or disabling non-canonical AMP

11. #webmigrations at #EUSearchCon by @aleyda from @orainti The focus of our SEO work will also differ based   on the required structural Web changes in each case Different URLs, Same Domain Different Protocol, Same Domain Different Domain Same URL Keeping old brand & terms rankings while stop referring to old URLs Redirecting them to their relevant canonical Secured URLs Keeping old brand & terms rankings while redirecting to new domain URLs Keeping their crawlability, indexability & content relevance Alternate URLs, Same Domain Redirecting them to their relevant canonical URLs

12. #webmigrations at #EUSearchCon by @aleyda from @orainti It’s then important to align the relevant SEO principles   through the whole process, considering the migration type Different URLs, Same Domain Different Protocol, Same Domain Different Domain Same URL 2. Execution 1. Planning & Testing 3. Validation & Monitoring Product rebranding, area renaming or structural content changes HTTP to HTTPS change Company rebranding, acquisition or Web consolidation Redesign or CMS migration while keeping URL structure Alternate URLs, Same Domain Independent Mobile site migration or non-canonical AMP disabling

13. #webmigrations at #EUSearchCon by @aleyda from @orainti Let’s start by Planning and Testing   the Web migration before its execution #webmigrations at #EUSearchCon by @aleyda from @orainti

14. #webmigrations at #EUSearchCon by @aleyda from @orainti Identify the affected URLs based on the   Web migration scope Page level Category level Site level Redesign, HTTP to HTTPS change, company rebranding, acquisition or Web consolidation Area renaming Product rebranding

15. #webmigrations at #EUSearchCon by @aleyda from @orainti Develop an audit to check what is important to keep and   to improve in them, based on their optimisation & rankings Pages Crawlability Pages Indexability Rankings Traffic Link popularity Old New 301-Redirects SSL CertificatePages Content Relevance Pages Internal linking Pages Speed

16. #webmigrations at #EUSearchCon by @aleyda from @orainti Establish then the required technical & content changes   in the relevant pages, depending on the migration nature Old New Thin, Duplicate Content Slow Speed Hierarchical Navigation Relevant Titles Page specific, expanded Content Fast Speed Hierarchical Navigation Relevant Titles To Keep To Improve 301-Redirects

17. #webmigrations at #EUSearchCon by @aleyda from @orainti For example, at a page level for a high name overlay rebrand Page Level rebranding with High Name Overlay

18. #webmigrations at #EUSearchCon by @aleyda from @orainti Or also at a page level but with a low  or no name overlay for a rebrand Page Level Rebrand with Low Name Overlay Page Level Rebrand with No Name Overlay

19. #webmigrations at #EUSearchCon by @aleyda from @orainti Or at a site level, for company rebrand or acquisition,   among a few other main migration scenarios Site Level

20. #webmigrations at #EUSearchCon by @aleyda from @orainti Once deﬁned, align and agree with the project’s stakeholders to get approval, resources & support for their implementation SEO Design & UX Development Marketing

21. #webmigrations at #EUSearchCon by @aleyda from @orainti When the required changes have been established and agreed, crawl the affected URLs and gather their SEO metrics Crawlability Indexability Internal linking Relevance Rankings Traffic Link popularity Speed

22. #webmigrations at #EUSearchCon by @aleyda from @orainti You can do this easily by integrating third-party   data sources directly into your crawl simulation Screaming Frog & Deepcrawl

23. #webmigrations at #EUSearchCon by @aleyda from @orainti This will also allow you to identify orphaned pages, to avoid missing any important URLs that you need to migrate

24. #webmigrations at #EUSearchCon by @aleyda from @orainti Obtain the trafﬁc and ranked queries for   which these pages are ranking Sitebulb

25. #webmigrations at #EUSearchCon by @aleyda from @orainti So you can easily consolidate all the information of the top pages to be prioritised in the Web migration Top Pages Technical Configuration Relevance Popularity Traffic Ranked Queries

26. #webmigrations at #EUSearchCon by @aleyda from @orainti And be able to assess well if they should be kept or not,   and where they should be migrated in the new location

27. #webmigrations at #EUSearchCon by @aleyda from @orainti Establishing the patterns to keep or to improve in the new pages vs. the old URLs technical and content status Old Pages Titles, Descriptions & H1s New Pages Titles, Descriptions & H1s

28. #webmigrations at #EUSearchCon by @aleyda from @orainti As well as deﬁning pages that might need to be created to keep certain rankings based on the scenario, like a rebrand Old Pages New Pages Legacy Pages Old Branded  Queries Transactional Queries and New Branded Queries Transactional Queries and Old Branded Queries

29. #webmigrations at #EUSearchCon by @aleyda from @orainti Make sure these are implemented ﬁrst in a private test site that is blocked to external access without authentication

30. #webmigrations at #EUSearchCon by @aleyda from @orainti Validate the changes by manually comparing ﬁrst the   top old vs. new types of pages in the test environment Pages Crawlability Content Indexability Old in Test New in Test 301-Redirects SSL CertificatePages Content Relevance Pages Internal linking Pages Speed test.x.com/old test.x.com/new Home Page Category Page Sub-Category Page Product Page Main Blog Page Blog Category Page Blog post Each Affected Page Type Verify

31. #webmigrations at #EUSearchCon by @aleyda from @orainti List crawl the old URLs to check if the 301-redirects have been set as speciﬁed & go to the relevant new locations

32. #webmigrations at #EUSearchCon by @aleyda from @orainti Do a full audit of the new Web destination in test to also check if the new pages are completely optimised as speciﬁed

33. #webmigrations at #EUSearchCon by @aleyda from @orainti You should also start tracking before the launch the new   vs. old Web locations rankings for the targeted queries SEOmonitor & Advanced Web Rankings

34. #webmigrations at #EUSearchCon by @aleyda from @orainti If it’s a new Web location, set it also with Analytics & Search Console, and remember to use the old settings if relevant

35. #webmigrations at #EUSearchCon by @aleyda from @orainti In migrations with an HTTPS switch make sure the certiﬁcate is previously installed, including subdomains & CDN zones

36. #webmigrations at #EUSearchCon by @aleyda from @orainti Once you have effectively planned & tested the migration, it’s time to move with the execution #webmigrations at #EUSearchCon by @aleyda from @orainti

37. #webmigrations at #EUSearchCon by @aleyda from @orainti Check if the 301 redirects from the old to the   new URLs have been implemented as speciﬁed

38. #webmigrations at #EUSearchCon by @aleyda from @orainti Prioritise to ﬁx those high-trafﬁc pages with 301-redirects going to wrong or non-indexable pages and redirects chains

39. #webmigrations at #EUSearchCon by @aleyda from @orainti Crawl the new web location and make sure the new pages   are not only accessible but optimised as recommended

40. #webmigrations at #EUSearchCon by @aleyda from @orainti Look for URLs in the new location that might be blocked, no- indexed or also linking or canonicalising to the old URLs

41. #webmigrations at #EUSearchCon by @aleyda from @orainti If the migration has included an HTTPS switch   make sure there are no mixed content issues too

42. #webmigrations at #EUSearchCon by @aleyda from @orainti Once ﬁxed, you can submit your new URLs   & XML sitemaps to be re-crawled

43. #webmigrations at #EUSearchCon by @aleyda from @orainti For domains level migrations, after checking the redirects & new pages, submit it too w/ Google’s Change of Address https://support.google.com/webmasters/answer/83106?hl=en

44. #webmigrations at #EUSearchCon by @aleyda from @orainti After the Web migration is executed,   it’s time monitor it and optimise more #webmigrations at #EUSearchCon by @aleyda from @orainti

45. #webmigrations at #EUSearchCon by @aleyda from @orainti Use a Web monitoring service that will send an alert if there are changes in the new pages SEO related conﬁgurations https://littlewarden.com/

46. #webmigrations at #EUSearchCon by @aleyda from @orainti Use the new Search Console “Index Coverage” to monitor if the new URLs start to get indexed and the old ones disappear

47. #webmigrations at #EUSearchCon by @aleyda from @orainti Verify which have been already included and which   have been left out the index & the reason, to ﬁx them

48. #webmigrations at #EUSearchCon by @aleyda from @orainti Monitor & compare the new vs. old locations main ranked queries & pages, as well as SERP features w/ Search Console Last 28 Days 15 Days Before and After the Migration new website locationold website location

49. #webmigrations at #EUSearchCon by @aleyda from @orainti Check that rankings & CTR of your top queries in the new location are regained w/ the relevant pages over time

50. #webmigrations at #EUSearchCon by @aleyda from @orainti Monitor the trend of additional keywords w/ your own rank tracker, organising them in groups to facilitate analysis SEOmonitor

51. #webmigrations at #EUSearchCon by @aleyda from @orainti Look in both desktop and mobile results to identify ranking behaviour not evolving as expected SEOmonitor

52. #webmigrations at #EUSearchCon by @aleyda from @orainti Track also your top queries vs. your competitors to see your industry search visibility share before and after the migration SEOmonitor

53. #webmigrations at #EUSearchCon by @aleyda from @orainti Complement your own tracking by following-up with third- party visibility indexes to identify additional issues New site has not completely regained top 3 rankings SEMrush, Sistrix, Searchmetrics

54. #webmigrations at #EUSearchCon by @aleyda from @orainti Check for your rankings impact on trafﬁc while looking on bounce rate, time on site & conversion rate of top pages SEOmonitor

55. #webmigrations at #EUSearchCon by @aleyda from @orainti By doing all this you should see a positive “before and after migration trafﬁc” trend with Analytics

56. #webmigrations at #EUSearchCon by @aleyda from @orainti It’s about aligning SEO in the migration process while   making the most out of the required changes to improve Different URLs, Same Domain Different Protocol, Same Domain Different Domain Same URL Product rebranding, area renaming or structural content changes HTTP to HTTPS change Company rebranding, acquisition or Web consolidation Redesign or CMS migration while keeping URL structure Alternate URLs, Same Domain Independent Mobile site migration or non-canonical AMP disabling 2. Execution 1. Planning & Testing 3. Validation & Monitoring Marketing, Development, Content, Design & UX Coordination & Support Making the most out of the required changes to optimise them more

57. #webmigrations at #EUSearchCon by @aleyda from @orainti Here you have more SEO resources to have   as reference in your Web migration projects http://bit.ly/checklisttohttps http://bit.ly/monitoringmigrations

58. #webmigrations at #EUSearchCon by @aleyda from @orainti But what if the Web migration has been already done without taking SEO into consideration and you need to recover it? #webmigrations at #EUSearchCon by @aleyda from @orainti

59. #webmigrations at #EUSearchCon by @aleyda from @orainti Don’t worry, I got you covered :) Check this post out http://bit.ly/recoveringmigration

60. #webmigrations at #EUSearchCon by @aleyda from @orainti It’s time to win your own Web migration adventure! #webmigrations at #EUSearchCon by @aleyda from @orainti

The SEO Guide for Successful Web migrations #EUSearchCon

The SEO Guide for Successful Web migrations #EUSearchCon

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The SEO Guide for Successful Web migrations #EUSearchCon