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The Ultimate SEO Guide for Successful Web Migrations at #DigitalOlympus

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How to make sure that you don't only avoid missing but actually improving your organic search visibility and traffic during a Web migration? Check out these steps, criteria and tools.

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The Ultimate SEO Guide for Successful Web Migrations at #DigitalOlympus

  1. 1. #webmigrations at #digitalolympus by @aleyda from @orainti The Ultimate SEO Guide 
 for Successful Web Migrations #webmigrations at #digitalolympus by @aleyda from @orainti
  2. 2. #webmigrations at #digitalolympus by @aleyda from @orainti Sometimes SEO adventures will find you when you least expect it… #webmigrations at #digitalolympus by @aleyda from @orainti
  3. 3. #webmigrations at #digitalolympus by @aleyda from @orainti “I am looking for someone to help me with a Web migration” -A potential client #webmigrations at #digitalolympus by @aleyda from @orainti
  4. 4. #webmigrations at #digitalolympus 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 #digitalolympus by @aleyda from @orainti
  5. 5. #webmigrations at #digitalolympus by @aleyda from @orainti Like this
  6. 6. #webmigrations at #digitalolympus by @aleyda from @orainti That’s why is critical to be prepared and know which road to take during those tricky times… #webmigrations at #digitalolympus by @aleyda from @orainti
  7. 7. #webmigrations at #digitalolympus by @aleyda from @orainti Aleyda Solis * International SEO Consultant & Founder. * Conference Speaker in +100 Events in +20 Countries. * Author “SEO. Las Claves Esenciales.” * Blogger in Search Engine Land & Search Engine Journal. I’m (sadly) not a wizard, but today I’m going 
 to show you how to succeed with them #webmigrations at #digitalolympus by @aleyda from @orainti
  8. 8. #webmigrations at #digitalolympus by @aleyda from @orainti Let’s start by understanding how far do you need to go and for what purpose… #webmigrations at #digitalolympus by @aleyda from @orainti
  9. 9. #webmigrations at #digitalolympus 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 #webmigrations at #digitalolympus by @aleyda from @orainti
  10. 10. #webmigrations at #digitalolympus 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 #webmigrations at #digitalolympus by @aleyda from @orainti
  11. 11. #webmigrations at #digitalolympus 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
  12. 12. #webmigrations at #digitalolympus by @aleyda from @orainti Let’s start by Planning and Testing 
 the Web migration before its execution #webmigrations at #digitalolympus by @aleyda from @orainti
  13. 13. #webmigrations at #digitalolympus 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
  14. 14. #webmigrations at #digitalolympus 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
  15. 15. #webmigrations at #digitalolympus 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
  16. 16. #webmigrations at #digitalolympus by @aleyda from @orainti For example, at a page level for a high name overlay rebrand Page Level rebranding with High Name Overlay
  17. 17. #webmigrations at #digitalolympus 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
  18. 18. #webmigrations at #digitalolympus by @aleyda from @orainti Or at a site level, for company rebrand or acquisition, 
 among a few other main migration scenarios Site Level
  19. 19. #webmigrations at #digitalolympus 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
  20. 20. #webmigrations at #digitalolympus 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
  21. 21. #webmigrations at #digitalolympus by @aleyda from @orainti You can do this easily by integrating third-party 
 data sources directly into your crawl simulation Screaming Frog & Deepcrawl
  22. 22. #webmigrations at #digitalolympus by @aleyda from @orainti This will also allow you to identify orphaned pages, to avoid missing any important URLs that you need to migrate
  23. 23. #webmigrations at #digitalolympus by @aleyda from @orainti Obtain the traffic and ranked queries for 
 which these pages are ranking
  24. 24. #webmigrations at #digitalolympus 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
  25. 25. #webmigrations at #digitalolympus 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
  26. 26. #webmigrations at #digitalolympus 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
  27. 27. #webmigrations at #digitalolympus 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
  28. 28. #webmigrations at #digitalolympus by @aleyda from @orainti Make sure these are implemented first in a private test site that is blocked to external access without authentication
  29. 29. #webmigrations at #digitalolympus 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
  30. 30. #webmigrations at #digitalolympus 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
  31. 31. #webmigrations at #digitalolympus 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
  32. 32. #webmigrations at #digitalolympus 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
  33. 33. #webmigrations at #digitalolympus 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
  34. 34. #webmigrations at #digitalolympus by @aleyda from @orainti In migrations with an HTTPS switch make sure the certificate is previously installed, including subdomains & CDN zones
  35. 35. #webmigrations at #digitalolympus by @aleyda from @orainti#webmigrations at #digitalolympus by @aleyda from @orainti Once you have effectively planned & tested the migration, it’s time to move with the execution
  36. 36. #webmigrations at #digitalolympus by @aleyda from @orainti Check if the 301 redirects from the old to the 
 new URLs have been implemented as specified
  37. 37. #webmigrations at #digitalolympus by @aleyda from @orainti Prioritise to fix those high-traffic pages with 301-redirects going to wrong or non-indexable pages and redirects chains
  38. 38. #webmigrations at #digitalolympus by @aleyda from @orainti Crawl the new web location and make sure the new pages 
 are not only accessible but optimised as recommended
  39. 39. #webmigrations at #digitalolympus 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
  40. 40. #webmigrations at #digitalolympus by @aleyda from @orainti If the migration has included an HTTPS switch 
 make sure there are no mixed content issues too
  41. 41. #webmigrations at #digitalolympus by @aleyda from @orainti Once fixed, you can submit your new URLs 
 & XML sitemaps to be re-crawled
  42. 42. #webmigrations at #digitalolympus 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
  43. 43. #webmigrations at #digitalolympus by @aleyda from @orainti#webmigrations at #digitalolympus by @aleyda from @orainti After the Web migration is executed, 
 it’s time monitor it and optimise more
  44. 44. #webmigrations at #digitalolympus 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/
  45. 45. #webmigrations at #digitalolympus 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
  46. 46. #webmigrations at #digitalolympus by @aleyda from @orainti Verify which have been already included and which 
 have been left out the index & the reason, to fix them
  47. 47. #webmigrations at #digitalolympus 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
  48. 48. #webmigrations at #digitalolympus by @aleyda from @orainti Check that rankings & CTR of your top queries in the new location are regained w/ the relevant pages over time
  49. 49. #webmigrations at #digitalolympus by @aleyda from @orainti Monitor the trend of additional keywords w/ your own rank tracker, organising them in groups to facilitate analysis
  50. 50. #webmigrations at #digitalolympus by @aleyda from @orainti Look in both desktop and mobile results to identify ranking behaviour not evolving as expected
  51. 51. #webmigrations at #digitalolympus by @aleyda from @orainti Track also your top queries vs. your competitors to see your industry search visibility share before and after the migration
  52. 52. #webmigrations at #digitalolympus 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
  53. 53. #webmigrations at #digitalolympus by @aleyda from @orainti Check for your rankings impact on traffic while looking on bounce rate, time on site & conversion rate of top pages
  54. 54. #webmigrations at #digitalolympus by @aleyda from @orainti By doing all this you should see a positive “before and after migration traffic” trend with Analytics
  55. 55. #webmigrations at #digitalolympus 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
  56. 56. #webmigrations at #digitalolympus 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 #digitalolympus by @aleyda from @orainti
  57. 57. #webmigrations at #digitalolympus by @aleyda from @orainti Don’t worry, I got you covered :) Check this post out https://moz.com/blog/recovering-your-organic-search-traffic-from-a-web-migration-gone-wrong
  58. 58. #webmigrations at #digitalolympus by @aleyda from @orainti It’s time to win your own Web migration adventure! #webmigrations at #digitalolympus by @aleyda from @orainti

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