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The SEO Guide to Migrate International Websites #IntSSBCN

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How to migrate international Websites without losing your organic search visibility? Take a look at the different scenarios, steps, validations and tools to use!

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The SEO Guide to Migrate International Websites #IntSSBCN

  1. 1. #internationalmigrations at #IntSSBCN by @aleyda from @orainti The SEO Guide to Migrate International Websites #internationalmigrations at #IntSSBCN by @aleyda from @orainti
  2. 2. #internationalmigrations at #IntSSBCN by @aleyda from @orainti Migrations can be painful #internationalmigrations at #IntSSBCN by @aleyda from @orainti
  3. 3. #internationalmigrations at #IntSSBCN by @aleyda from @orainti Without proper SEO support Web migrations 
 in general can have painful traffic consequences BEFORE AFTER
  4. 4. #internationalmigrations at #IntSSBCN by @aleyda from @orainti With proper SEO support Web migrations in general can provide traffic growth opportunities…
  5. 5. #internationalmigrations at #IntSSBCN by @aleyda from @orainti … but will require what can be considered a painfully detailed validation through the migration process Pages Crawlability (HTTP Status, Robots.txt) Content Indexability (Canonicalization, meta robots) 301-Redirects SSL CertificatePages Content Relevance Pages Internal linking Pages Speed x.com/old y.com/new Home Page Category Page Sub-Category Page Product Page Main Blog Page Blog Category Page Blog post For Each Page Verify XML Sitemaps GSC Configuration
  6. 6. #internationalmigrations at #IntSSBCN by @aleyda from @orainti It’s painful no matter what #internationalmigrations at #IntSSBCN by @aleyda from @orainti
  7. 7. #internationalmigrations at #IntSSBCN by @aleyda from @orainti Migrations will increase in complexity based on the required level of change depending on their type & goal Different URLs, Same Domain Different Protocol, 
 Same Domain Different Domain Name, Same Type Same URL Redesign or CMS migration while keeping URL structure HTTPS Swaps Product rebranding, area renaming or structural content changes Company rebranding, acquisition or Web consolidation Internal expansion or consolidation Different Domain Name and Type
  8. 8. #internationalmigrations at #IntSSBCN by @aleyda from @orainti International Web migrations are those w/ a higher complexity due to more areas & factors to be changed Geolocalization signals of Web property Geolocated 
 Link Popularity Relevance towards localized search behavior Internal expansion or consolidation Different Domain Name and Type
  9. 9. #internationalmigrations at #IntSSBCN by @aleyda from @orainti They can end-up with painful traffic consequences 
 if these factors are not taken into consideration ccTLD gTLD
  10. 10. #internationalmigrations at #IntSSBCN by @aleyda from @orainti It’s critical to make sure that you’re in an scenario that requires an international migration to achieve your goal To start targeting international audiences To decrease technical complexity and management To consolidate international versions 1 2 3
  11. 11. #internationalmigrations at #IntSSBCN by @aleyda from @orainti Since they’re not trivial to implement, their expected goal should be aligned and relevant to achieve
  12. 12. #internationalmigrations at #IntSSBCN by @aleyda from @orainti Especially if it’s to expand your international Web presence in competitive markets
  13. 13. #internationalmigrations at #IntSSBCN by @aleyda from @orainti It’s then also fundamental to assess and take into consideration each scenario characteristics & changes To start targeting international audiences .com/uk/.co.uk To decrease technical complexity and management .com/uk/.co.uk .com/us/ .com/fr/ .com/it/.it .com/fr/.fr To consolidate international versions .com/es/.es .com/es/.mx .com/es/.ar 1 2 3
  14. 14. #internationalmigrations at #IntSSBCN by @aleyda from @orainti The 1st scenario happens when the already existing market is targeted with a ccTLD that can’t be reused to launch another one Don’t
  15. 15. #internationalmigrations at #IntSSBCN by @aleyda from @orainti Option B .co.uk .com/us/ .com/fr/ Option A .co.uk .com .fr Option C .com/uk/.co.uk .com/us/ .com/fr/ This scenario has its own specific alternatives too
 To start targeting international audiences 1
  16. 16. #internationalmigrations at #IntSSBCN by @aleyda from @orainti Option A .co.uk .com .fr Avoiding the migration of the current site while releasing independent domains for each new market * Better to not lose current market status by avoid migrating the used ccTLD * Better for higher geolocation by using ccTLDs for new markets * Worse to grow overall link popularity faster with independent properties * Not recommended when starting in competitive markets where having an established link profile will be a higher advantage than using a ccTLD with no links To start targeting international audiences 1
  17. 17. #internationalmigrations at #IntSSBCN by @aleyda from @orainti To start targeting international audiences 1 Avoiding the migration of the current site while enabling a single gTLD w/ subdirectories * Will also avoid losing any current market status by keeping the existing ccTLD * Better to grow overall link popularity faster by starting to use a single gTLD with geolocated subdirectories for additional markets * Not recommended either when starting in competitive markets where having an established link profile will be a higher advantage than using a ccTLD with no links .co.uk .com/us/ .com/fr/ Option B
  18. 18. #internationalmigrations at #IntSSBCN by @aleyda from @orainti To start targeting international audiences 1 Or migrating the current site to a gTLD to consolidate all of the international versions .com/uk/.co.uk .com/us/ .com/fr/ Option C * Will migrate the current ccTLD to a geolocalized subdirectory in a gTLD, so might lose rankings for the current market in the short term * Better to grow overall link popularity faster by starting to use a single gTLD with geolocated subdirectories for all markets * Recommended when starting in more competitive markets where having an established link profile will be a higher advantage than using a ccTLD with no links
  19. 19. #internationalmigrations at #IntSSBCN by @aleyda from @orainti Another scenario happens when lowering costs and management with a single geolocalized gTLD instead of dozens of ccTLDs
  20. 20. #internationalmigrations at #IntSSBCN by @aleyda from @orainti Or when you identify that the value of targeting different countries doesn’t compensate as user behavior is very similar and you could instead just target the language
  21. 21. #internationalmigrations at #IntSSBCN by @aleyda from @orainti To start targeting international audiences .com/uk/.co.uk To decrease technical complexity and management .com/uk/.co.uk .com/us/ .com/fr/ .com/it/.it .com/fr/.fr To consolidate international versions .com/es/.es .com/es/.mx .com/es/.ar 1 2 3 Verify then first you’re in these or similar scenarios that could be benefited by an international migration
  22. 22. #internationalmigrations at #IntSSBCN by @aleyda from @orainti#internationalmigrations at #IntSSBCN by @aleyda from @orainti#internationalmigrations at #IntSSBCN by @aleyda from @orainti Besides the criteria for each scenario is also key to take further international SEO factors into consideration…
  23. 23. #internationalmigrations at #IntSSBCN by @aleyda from @orainti The pros & cons of the international Web structure to be replaced and the one to be used in each context Yes Country Language Are your top competitors using ccTLDs? Yes Yes USE CCTLDS No No USE GEOLOCALIZED SUBDIRECTORIES YesNo USE SUBDIRECTORIES USE SUB- DOMAINS No WHAT’S YOUR INTERNATIONAL TARGET? Is the domain authority of your competition higher? Is the domain authority of your competition higher? Do you need a flatter & differentiated structure?
  24. 24. #internationalmigrations at #IntSSBCN by @aleyda from @orainti The role of the Web structure geolocation and local link popularity in target markets to be competitive serpchecker.com
  25. 25. #internationalmigrations at #IntSSBCN by @aleyda from @orainti The country and language source and destination of your existing links vs. your competitors in each target market Cognitiveseo
  26. 26. #internationalmigrations at #IntSSBCN by @aleyda from @orainti The content to be kept & changed based on relevance 
 & localization for the old vs. new audience behavior
  27. 27. #internationalmigrations at #IntSSBCN by @aleyda from @orainti The different geolocation signals used by Google that you should also include and/or modify https://support.google.com/webmasters/answer/182192?hl=en&ref_topic=2370587
  28. 28. #internationalmigrations at #IntSSBCN by @aleyda from @oraintihttps://support.google.com/webmasters/answer/182192?hl=en&ref_topic=2370587 The configurations Google doesn’t officially use and you should also be aware of
  29. 29. #internationalmigrations at #IntSSBCN by @aleyda from @orainti … and how Google crawls internationally, to avoid unnecessary blockage, redirects or unsupported configurations https://support.google.com/webmasters/answer/6144055?hl=en&ref_topic=2370587
  30. 30. #internationalmigrations at #IntSSBCN by @aleyda from @orainti All this will drive and prioritize the configuration and validation in the international Web migration process Pages Crawlability (HTTP Status, Robots.txt) Content Indexability (Canonicalization, meta robots) 301-Redirects SSL Certificate Pages Content Relevance Pages Internal linking Pages Speed x.co.uk/ y.com/uk/ Home Page Category Page Sub-Category Page Product Page Main Blog Page Blog Category Page Blog post For Each Page Verify XML Sitemaps GSC Configuration Old vs. New Geolocation (GSC, hreflang) Old vs. New content localization Old vs. New link popularity for target market
  31. 31. #internationalmigrations at #IntSSBCN by @aleyda from @orainti Without forgetting to identify any SEO aspects to both keep and improve when doing the migration 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
  32. 32. #internationalmigrations at #IntSSBCN by @aleyda from @orainti How to do this easily? #internationalmigrations at #IntSSBCN by @aleyda from @orainti
  33. 33. #internationalmigrations at #IntSSBCN by @aleyda from @orainti Crawl all the affected URLs and 
 gather their SEO metrics to analyze Deepcrawl
  34. 34. #internationalmigrations at #IntSSBCN by @aleyda from @orainti Identify orphaned pages, to avoid missing any 
 important URLs that you need to migrate Deepcrawl
  35. 35. #internationalmigrations at #IntSSBCN by @aleyda from @orainti Obtain the traffic and ranked queries for 
 which these pages are ranking URLProfiler
  36. 36. #internationalmigrations at #IntSSBCN 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
  37. 37. #internationalmigrations at #IntSSBCN by @aleyda from @orainti To assess well if they should be kept or not, and where they should be 301-redirected in the new location
  38. 38. #internationalmigrations at #IntSSBCN by @aleyda from @orainti Establishing what to keep or to improve in the technical, content and geolocation status of the old vs new URLs Old Pages Titles, Descriptions & H1s New Pages Titles, Descriptions & H1s
  39. 39. #internationalmigrations at #IntSSBCN by @aleyda from @orainti As well as defining pages that might need to be created to keep certain rankings based on the scenario Old Pages New Pages Legacy Pages Old Localized Queries Transactional Queries and New Localized Queries Transactional Queries and Old Localized Queries
  40. 40. #internationalmigrations at #IntSSBCN by @aleyda from @orainti Once the changes are defined, release them 
 to validate in a closed test environment Deepcrawl, Sitbulb, Screaming Frog, Ryte, Botify, OnCrawl
  41. 41. #internationalmigrations at #IntSSBCN 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 (HTTP Status, Robots.txt) Content Indexability (Canonicalization, meta robots) 301-Redirects SSL Certificate Pages Content Relevance Pages Internal linking Pages Speed test.x.co.uk/ test.y.com/uk/ Home Page Category Page Sub-Category Page Product Page Main Blog Page Blog Category Page Blog post For Each Page Verify XML Sitemaps GSC Configuration Old vs. New Geolocation (GSC, hreflang) Old vs. New content localization Old vs. New link popularity for target market
  42. 42. #internationalmigrations at #IntSSBCN 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 Deepcrawl, Sitbulb, Screaming Frog, Ryte, Botify, OnCrawl
  43. 43. #internationalmigrations at #IntSSBCN by @aleyda from @orainti Do a full audit of the new Web destination in test to check if the pages are completely optimised as expected Deepcrawl, Sitbulb, Screaming Frog, Ryte, Botify, OnCrawl
  44. 44. #internationalmigrations at #IntSSBCN by @aleyda from @orainti Pay specific attention here to the canonicalization and hreflang annotations configuration Deepcrawl, Sitbulb, Screaming Frog, Ryte, Botify, OnCrawl
  45. 45. #internationalmigrations at #IntSSBCN by @aleyda from @orainti Remember to set analytics & search console for the new international properties before releasing too
  46. 46. #internationalmigrations at #IntSSBCN by @aleyda from @orainti Once that is all set you’re ready to launch 
 and test again on the live sites
  47. 47. #internationalmigrations at #IntSSBCN by @aleyda from @orainti Prioritise to fix high-traffic pages w/ 301-redirects going to wrong or non-indexable pages and redirects chains
  48. 48. #internationalmigrations at #IntSSBCN by @aleyda from @orainti Crawl the new web location and make sure is not only accessible but optimised as recommended
  49. 49. #internationalmigrations at #IntSSBCN by @aleyda from @orainti Look for pages that are blocked, no-indexed, linking, canonicalising or referring in hreflang tags to old URLs
  50. 50. #internationalmigrations at #IntSSBCN by @aleyda from @orainti Once fixed, you can submit your new URLs 
 & XML sitemaps to be re-crawled
  51. 51. #internationalmigrations at #IntSSBCN by @aleyda from @orainti For domains level migrations, submit it too through 
 the Google’s change of address option
  52. 52. #internationalmigrations at #IntSSBCN by @aleyda from @orainti Use a Web monitoring service to send alerts if there are changes in the new pages SEO related configurations Little Warden, ContentKing
  53. 53. #internationalmigrations at #IntSSBCN by @aleyda from @orainti Use the new Search Console “Index Coverage” to monitor the new vs. old indexing URLs evolution
  54. 54. #internationalmigrations at #IntSSBCN by @aleyda from @orainti Monitor & compare the new vs. old locations main ranked queries & pages, as well as SERP features Little Warden, ContentKing Last 28 Days 15 Days Before and After the Migration new website locationold website location
  55. 55. #internationalmigrations at #IntSSBCN by @aleyda from @orainti Check the trend of your top queries for the target markets, organising them in groups to facilitate analysis SEOmonitor
  56. 56. #internationalmigrations at #IntSSBCN by @aleyda from @orainti Track your old & new sites vs. your competitors to check your visibility share before and after the migration SEOmonitor
  57. 57. #internationalmigrations at #IntSSBCN by @aleyda from @orainti If for some reason the evolution is not the expected one, identify the non-performing pages to audit them again SEOmonitor New site has not completely regained top 3 rankings Searchmetrics
  58. 58. #internationalmigrations at #IntSSBCN by @aleyda from @orainti It’s about aligning SEO through the international migration while focusing to achieve the expected goal Pages Crawlability (HTTP Status, Robots.txt) Content Indexability (Canonicalization, meta robots) 301-Redirects SSL Certificate Pages Content Relevance Pages Internal linking Pages Speed x.co.uk/ y.com/uk/ Home Page Category Page Sub-Category Page Product Page Main Blog Page Blog Category Page Blog post For Each Page Verify XML Sitemaps GSC Configuration Old vs. New Geolocation (GSC, hreflang) Old vs. New content localization Old vs. New link popularity for target market
  59. 59. #internationalmigrations at #IntSSBCN by @aleyda from @orainti It’s a lot. Yeah… #internationalmigrations at #IntSSBCN by @aleyda from @orainti
  60. 60. #internationalmigrations at #IntSSBCN by @aleyda from @orainti But by following these steps you can effectively migrate your international Websites towards growth ccTLD gTLD
  61. 61. #internationalmigrations at #IntSSBCN by @aleyda from @orainti *SEO Consultant & Founder at Orainti *SEO Speaker at +100 Events in +20 countries *Author “SEO. Las Claves Esenciales.” *Blogger in Search Engine Land & Search Engine Journal *Featured in Forbes, Entrepreneur, Huffington Post *European Search Personality of the Year in 2018 Thanks
 #internationalmigrations at #IntSSBCN by @aleyda from @orainti

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