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Winning SEO when Migrating International Websites #dguconf

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How to migrate international Websites? In this session I'll go through the main different scenarios, pros and cons and steps to follow to maximize the opportunity to grow your organic search traffic.

Published in: Marketing

Winning SEO when Migrating International Websites #dguconf

  1. 1. #internationalwebmigrations at #dguconf by @aleyda from @orainti WINNING SEO WHEN MIGRATING INTERNATIONAL WEBSITES #internationalwebmigrations at #dguconf by @aleyda from @orainti
  2. 2. #internationalwebmigrations at #dguconf by @aleyda from @orainti#internationalwebmigrations at #dguconf by @aleyda from @orainti Moving sites like moving houses can be a pain
  3. 3. #internationalwebmigrations at #dguconf by @aleyda from @orainti You want to take your belongings with you without leaving, breaking, losing anything important You want to update your details, to refer and be found in your new address You want to correctly reorganize your belongings in your new location fast #internationalwebmigrations at #dguconf by @aleyda from @orainti Both require a lot of work
  4. 4. #internationalwebmigrations at #dguconf by @aleyda from @orainti You want to take your belongings with you without leaving, breaking, losing anything important You want to update your details, to refer and be found in your new address You want to correctly reorganize your belongings in your new location fast URLS 301-REDIRECT URLS LINKS & CONFIGURATION UPDATE #internationalwebmigrations at #dguconf by @aleyda from @orainti …That can be shockingly similar!
  5. 5. #internationalwebmigrations at #dguconf by @aleyda from @orainti Without proper SEO support Web migrations in general can have painful traffic consequences too BEFORE AFTER
  6. 6. #internationalwebmigrations at #dguconf by @aleyda from @orainti However, with proper SEO support Web migrations in general can provide traffic growth opportunities…
  7. 7. #internationalwebmigrations at #dguconf by @aleyda from @orainti Like when you move to a new, bigger, better place
 #internationalwebmigrations at #dguconf by @aleyda from @orainti
  8. 8. #internationalwebmigrations at #dguconf by @aleyda from @orainti Migrations will also 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
  9. 9. #internationalwebmigrations at #dguconf by @aleyda from @orainti International Web migrations are those w/ a higher complexity due to more 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
  10. 10. #internationalwebmigrations at #dguconf by @aleyda from @orainti#internationalwebmigrations at #dguconf by @aleyda from @orainti It’s really like moving houses, the further you go, 
 the more complex it becomes
  11. 11. #internationalwebmigrations at #dguconf by @aleyda from @orainti They can also end-up with painful traffic consequences 
 if these factors are not taken into consideration ccTLD gTLD
  12. 12. #internationalwebmigrations at #dguconf by @aleyda from @orainti But if correctly executed, can consolidate a site authority across its international markets and facilitate its growth ccTLD gTLD
  13. 13. #internationalwebmigrations at #dguconf by @aleyda from @orainti#internationalwebmigrations at #dguconf by @aleyda from @orainti It’s then critical to start by assessing if you 
 really need an international Web migration
  14. 14. #internationalwebmigrations at #dguconf by @aleyda from @orainti Is it really necessary to do an international Web migration to achieve the desired result?
  15. 15. #internationalwebmigrations at #dguconf by @aleyda from @orainti Especially if it’s to expand your international Web presence in new competitive markets
  16. 16. #internationalwebmigrations at #dguconf by @aleyda from @orainti A migration can be necessary in some international Web scenarios based on the current & desired Web structure To start targeting international audiences .com/uk/.co.uk To decrease complexity and consolidate popularity .com/uk/.co.uk .com/us/ .com/au/ .com/it/.it .com/fr/.fr To consolidate unprofitable international versions .com/es/.es .com/es/.mx .com/es/.ar 1 2 3 To move from non- supported regional targeting .com/uk/.eu .com/fr/ .com/es/ 4
  17. 17. #internationalwebmigrations at #dguconf 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
  18. 18. #internationalwebmigrations at #dguconf by @aleyda from @orainti Option B .co.uk .com/us/ .com/au/ Option A .co.uk .com .au Option C .com/uk/.co.uk .com/us/ .com/au/ This scenario has its own specific alternatives too
 To start targeting international audiences 1
  19. 19. #internationalwebmigrations at #dguconf by @aleyda from @orainti Option A .co.uk .com .au 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 1 To start targeting international audiences
  20. 20. #internationalwebmigrations at #dguconf by @aleyda from @orainti 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/au/ Option B To start targeting international audiences
  21. 21. #internationalwebmigrations at #dguconf by @aleyda from @orainti 1 Or migrating the current site to a gTLD 
 to consolidate all of the international versions .com/uk/.co.uk .com/us/ .com/au/ Option C * Will migrate the current ccTLD to a geolocalised 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 To start targeting international audiences
  22. 22. #internationalwebmigrations at #dguconf by @aleyda from @orainti The 2nd scenario happens when lowering costs/ operational complexity while consolidating popularity with a single gTLD featuring geolocalized subdirectories instead of ccTLDs
  23. 23. #internationalwebmigrations at #dguconf by @aleyda from @orainti The 3rd scenario takes place when it's identified that the value of targeting different countries doesn’t compensate since user behavior is very similar, the traffic low and you could instead target the language
  24. 24. #internationalwebmigrations at #dguconf by @aleyda from @orainti US US EU EU The 4th scenario happens when realising that the regional domains such as .eu or .asia are not geolocated by Google and a country (or language) targeting is needed instead
  25. 25. #internationalwebmigrations at #dguconf by @aleyda from @orainti For each scenario is key to take international SEO factors into consideration… #internationalwebmigrations at #dguconf by @aleyda from @orainti
  26. 26. #internationalwebmigrations at #dguconf 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?
  27. 27. #internationalwebmigrations at #dguconf by @aleyda from @orainti The role of the Web structure geolocation 
 serpchecker, seominion
  28. 28. #internationalwebmigrations at #dguconf by @aleyda from @orainti As well as the ranked domains link popularity 
 in the target markets to be competitive cognitiveseo 3 ccTLDs, 12 gTLDs 5 ccTLDs, 13 gTLDs
  29. 29. #internationalwebmigrations at #dguconf by @aleyda from @orainti The country and language source of your existing 
 links vs. your competitors in each target market Cognitiveseo
  30. 30. #internationalwebmigrations at #dguconf by @aleyda from @orainti The content to be kept & changed based on relevance 
 & localisation for the old vs. new audience behavior
  31. 31. #internationalwebmigrations at #dguconf 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
  32. 32. #internationalwebmigrations at #dguconf by @aleyda from @orainti The configurations Google doesn’t officially use and you should also be aware of https://support.google.com/webmasters/answer/182192?hl=en&ref_topic=2370587
  33. 33. #internationalwebmigrations at #dguconf 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
  34. 34. #internationalwebmigrations at #dguconf by @aleyda from @orainti After assessing these factors: Does it still makes sense to migrate to achieve your international SEO goals? #internationalwebmigrations at #dguconf by @aleyda from @orainti
  35. 35. #internationalwebmigrations at #dguconf by @aleyda from @orainti If so, continue with the process by identifying which are the affected URLs based on the Web migration scope next.co.uk current.com/uk/ Next Current next.co.uk/women/ current.com/uk/women/ … … current.com/es/next.es International Web domain consolidation + Rebrand 
 
 *Fake Example
  36. 36. #internationalwebmigrations at #dguconf by @aleyda from @orainti The international assessment will drive the SEO configuration and validation during the Web migration Pages Crawlability (HTTP Status, Robots.txt) Content Indexability (Canonicalization, meta robots) 301-Redirects SSL Certificate Pages Content Relevance Pages Internal linking Pages Speed next.co.uk current.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
  37. 37. #internationalwebmigrations at #dguconf 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
  38. 38. #internationalwebmigrations at #dguconf by @aleyda from @orainti Make sure you have capacity and flexibility to implement all this before moving ahead with the process SEO Design & UX Marketing Development #internationalwebmigrations at #dguconf by @aleyda from @orainti
  39. 39. #internationalwebmigrations at #dguconf by @aleyda from @orainti#internationalwebmigrations at #dguconf by @aleyda from @orainti Once you have validated it, is then actually time to start with the international Web migration
  40. 40. #internationalwebmigrations at #dguconf by @aleyda from @orainti Crawl all the affected URLs and gather their SEO metrics: indexability, traffic, rankings, external links.. Deepcrawl
  41. 41. #internationalwebmigrations at #dguconf by @aleyda from @orainti Identify orphaned pages, to avoid missing any 
 important URLs that you need to migrate Deepcrawl
  42. 42. #internationalwebmigrations at #dguconf by @aleyda from @orainti Obtain the traffic and ranked queries for 
 which these pages are ranking for URLProfiler
  43. 43. #internationalwebmigrations at #dguconf 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
  44. 44. #internationalwebmigrations at #dguconf 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
  45. 45. #internationalwebmigrations at #dguconf by @aleyda from @orainti Which of these actually spark joy by bringing value: conversions, traffic, rankings & links?
  46. 46. #internationalwebmigrations at #dguconf by @aleyda from @orainti Leave them out Were they typos, didn’t existed, didn’t brought nor can bring rankings, links, traffic? 301-redirect to parent category Did they existed but were not indexable, didn’t brought rankings, links & traffic nor can bring in the future? 301-redirect to new page version Did they existed, were indexable and brought or have potential to bring rankings, links & traffic? Define rules for their migration to give the best possible search and user experience, based on importance
  47. 47. #internationalwebmigrations at #dguconf by @aleyda from @orainti This is also a great opportunity to prune your site, 
 and avoid bringing old errors to the new one
  48. 48. #internationalwebmigrations at #dguconf by @aleyda from @orainti Follow the “should you prune or optimize a page from your site” flowchart http://bit.ly/contentpruningseo
  49. 49. #internationalwebmigrations at #dguconf by @aleyda from @orainti Establish what to keep or to improve in the technical, content and geolocation of the old vs new URLs Old Pages Titles, Descriptions & H1s New Pages Titles, Descriptions & H1s
  50. 50. #internationalwebmigrations at #dguconf by @aleyda from @orainti Defining also new pages to create in order to keep 
 the rankings of old terms if you’re also rebranding 301-Redirect Next UK
 is now 
 Current UK current.com/uk/next/ Links to Next UK Current UK next.co.uk current.com/uk/ Next Current
  51. 51. #internationalwebmigrations at #dguconf by @aleyda from @orainti While targeting the transactional and new branded queries with the to be migrated pages Old Pages New Pages Legacy Pages Old Localized Queries Transactional Queries and New Localized Queries Transactional Queries and Old Localized Queries
  52. 52. #internationalwebmigrations at #dguconf by @aleyda from @orainti Verify that you’re not leaving anything out before testing the international Web migration The change is needed to better achieve your international seo goal You have taken into consideration all the relevant Web properties URLs You have correctly mapped each old URL to a new relevant destination The new URL destinations are correctly configured from a technical perspective The new URL destinations content is relevant to the targeted queries The new URLs will keep the international Web targeting of the old ones and set/ update configuration accordingly
  53. 53. #internationalwebmigrations at #dguconf 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
  54. 54. #internationalwebmigrations at #dguconf 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 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 test.next.co.uk test.current.com/uk/ Old vs. New Geolocation (GSC, hreflang) Old vs. New content localization Old vs. New link popularity for target market
  55. 55. #internationalwebmigrations at #dguconf 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
  56. 56. #internationalwebmigrations at #dguconf 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
  57. 57. #internationalwebmigrations at #dguconf by @aleyda from @orainti Pay specific attention here to the canonicalisation 
 and hreflang annotations configuration Deepcrawl, Sitbulb, Screaming Frog, Ryte, Botify, OnCrawl
  58. 58. #internationalwebmigrations at #dguconf by @aleyda from @orainti#internationalwebmigrations at #dguconf by @aleyda from @orainti It’s all working as expected? If so it’s then time to move on and release the international Web migration
  59. 59. #internationalwebmigrations at #dguconf by @aleyda from @orainti If the migration will take a bit, return a 503 HTTP status to tell Google there’s a maintenance going on https://yoast.com/http-503-site-maintenance-seo/
  60. 60. #internationalwebmigrations at #dguconf by @aleyda from @orainti Do a list crawl of all of the old Websites URLs again to verify that they’re correctly 301-redirecting as expected
  61. 61. #internationalwebmigrations at #dguconf by @aleyda from @orainti Look again for and fix any non-301 redirects, loops, chains, or anything going to incorrect URLs
  62. 62. #internationalwebmigrations at #dguconf by @aleyda from @orainti Prioritise to fix high-traffic pages w/ 301-redirects going to wrong or non-indexable pages and redirects chains
  63. 63. #internationalwebmigrations at #dguconf by @aleyda from @orainti Crawl the new web location and make sure is not only accessible but optimised as recommended
  64. 64. #internationalwebmigrations at #dguconf by @aleyda from @orainti Look for pages that are blocked, no-indexed, linking, canonicalising or referring in hreflang tags to old URLs
  65. 65. #internationalwebmigrations at #dguconf by @aleyda from @orainti Remember to set analytics & search console for the new international properties before releasing too
  66. 66. #internationalwebmigrations at #dguconf by @aleyda from @orainti Once fixed, you can submit your new and old URLs 
 & XML sitemaps to be re-crawled
  67. 67. #internationalwebmigrations at #dguconf by @aleyda from @orainti For domains level migrations, submit it too through 
 the Google’s change of address option https://search.google.com/search-console/settings/change-address
  68. 68. #internationalwebmigrations at #dguconf by @aleyda from @orainti Use a Web monitoring service to send alerts if there 
 are changes in the old and new pages configurations Little Warden, ContentKing
  69. 69. #internationalwebmigrations at #dguconf by @aleyda from @orainti Start monitoring the new vs. old Web properties indexing URLs evolution w/ the Search Console Google Search Console
  70. 70. #internationalwebmigrations at #dguconf by @aleyda from @orainti Follow-up & compare the new vs. old locations main queries & pages rankings and CTR using Search Console with Google Data Studio https://www.aleydasolis.com/en/search-engine-optimization/7-handy-seo-tools-functionalities-that-facilitate-a-fast-web-migrations-redesigns-validation/
  71. 71. #internationalwebmigrations at #dguconf by @aleyda from @oraintihttps://www.aleydasolis.com/en/search-engine-optimization/7-handy-seo-tools-functionalities-that-facilitate-a-fast-web-migrations-redesigns-validation/ It will allow you to compare directly the ranked queries along their old vs. new pages blending the two properties data sources
  72. 72. #internationalwebmigrations at #dguconf by @aleyda from @oraintiseomonitor Check the trend of your top queries for the target markets, organising them in groups to facilitate analysis
  73. 73. #internationalwebmigrations at #dguconf by @aleyda from @oraintisemrush Track and compare the previous vs. new Web locations SERP features too, to identify potential opportunities to improve the format and structured data usage on content
  74. 74. #internationalwebmigrations at #dguconf by @aleyda from @orainti Put your evolution into context comparing versus 
 your competitors for your tracked terms… seomonitor
  75. 75. #internationalwebmigrations at #dguconf by @aleyda from @orainti ... as well as overall old vs. new sites visibility share
 SEOmonitorsistrix
  76. 76. #internationalwebmigrations at #dguconf by @aleyda from @oraintiSEOmonitorwayback machine If the evolution is not the expected one, compare non- performing pages with old and optimize further
  77. 77. #internationalwebmigrations at #dguconf by @aleyda from @orainti Request an update to the most authoritative linking 
 sites to go to your new international Web pages semrush, majestic, pitchbox, kerboo, ahrefs
  78. 78. #internationalwebmigrations at #dguconf by @aleyda from @orainti Aligning SEO through the international Web migration 
 to keep geolocation, relevance & popularity Pages Crawlability (HTTP Status, Robots.txt) Content Indexability (Canonicalization, meta robots) 301-Redirects SSL Certificate Pages Content Relevance Pages Internal linking Pages Speed Home Page Category Page Sub-Category Page Product Page Main Blog Page Blog Category Page Blog post XML Sitemaps GSC Configuration Old vs. New Geolocation (GSC, hreflang) Old vs. New content localization Old vs. New link popularity for target market For Each Page Verify next.co.uk current.com/uk/
  79. 79. #internationalwebmigrations at #dguconf by @aleyda from @orainti#internationalwebmigrations at #dguconf by @aleyda from @orainti Moving internationally requires a lot of work..
  80. 80. #internationalwebmigrations at #dguconf by @aleyda from @orainti …but can be positive in the relevant scenarios to better target and compete in international markets
  81. 81. #internationalwebmigrations at #dguconf by @aleyda from @orainti I’m Aleyda Solis… *SEO Consultant & Founder at Orainti *SEO Speaker at +100 Events in +20 countries *Author “SEO. Las Claves Esenciales.” *Crawling Mondays YouTube SEO Video Series Host *Blogger in Search Engine Land & Search Engine Journal *Featured in Forbes, Entrepreneur, Huffington Post *European Search Personality of the Year in 2018 Thanks! Questions?
 #internationalwebmigrations at #dguconf by @aleyda from @orainti

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