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5 Reasons you lose traffic after a website migration

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There are many reasons that you could lose traffic after a website migration, and I provide you with five and preventable measures.

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5 Reasons you lose traffic after a website migration

  1. 1. 5 REASONS YOU LOSE TRAFFIC AFTER A WEBSITE MIGRATION
  2. 2. @DANIELBIANCHINI MORE & MORE BRANDS ARE GOING THROUGH WEBSITE MIGRATIONS
  3. 3. @DANIELBIANCHINI REPLATFORMINGCHANGING CMS PROVIDER
  4. 4. @DANIELBIANCHINI SITE REFRESHNEW LOOK & FEEL / ARCHITECTURE
  5. 5. @DANIELBIANCHINI DOMAIN BRAND MOVENEW URL / BRAND /
  6. 6. @DANIELBIANCHINI WEBSITE MIGRATIONS ARE NOT EASY
  7. 7. @DANIELBIANCHINI 5 REASONS YOU LOSE TRAFFIC & HOW YOU CAN PREVENT IT FROM HAPPENING
  8. 8. @DANIELBIANCHINI 1. LACK OF RESPECT FOR REDIRECTS
  9. 9. @DANIELBIANCHINI REDIRECTS ARE A BASIC REQUIREMENT OF WEBSITE MIGRATIONS
  10. 10. @DANIELBIANCHINI ~188K ERRORS WTF?
  11. 11. @DANIELBIANCHINI • SEO’S BOUGHT INTO THE PROCESS LATE • DEVELOPMENT TEAM FEEL THEY HAVE IT HANDLED • INCORRECT/POOR IMPLEMENTATION • MULTIPLE-HOP REDIRECTS HOW DOES THIS HAPPEN?
  12. 12. @DANIELBIANCHINI HOW TO PREVENT IT?
  13. 13. @DANIELBIANCHINI WITH THE DEVELOPER GO & MAKE FRIENDS
  14. 14. @DANIELBIANCHINI
  15. 15. TEST! TEST! TEST! @DANIELBIANCHINI
  16. 16. @DANIELBIANCHINI 2. GOOGLE TAKING TIME TO RECOGNISE REDIRECTS
  17. 17. @DANIELBIANCHINI Speed of decline
 reduced 3 weeks after 
 redirect implementation All URLs 1-2-1 redirecting correctly Speed of indexation
 matched old domain
 decline for one week
  18. 18. @DANIELBIANCHINI Visibility returned to the
 same levels pre
 migration in six weeks.
 Or did it?
  19. 19. @DANIELBIANCHINI HOW TO PREVENT IT?
  20. 20. @DANIELBIANCHINI Use GSC website address tool Upload new XML sitemaps to new and old GSC account. Use the Fetch as Google feature to try and speed up the process. Regularly review the XML sitemap for slow indexing sections. WAITING FOR GOOGLE
  21. 21. @DANIELBIANCHINI 3. REMOVAL OF PAGES FROM THE WEBSITE
  22. 22. @DANIELBIANCHINI • CHANGE WEBSITE ARCHITECTURE • USER JOURNEY • REMOVAL OF ARCHAIC CONTENT - E .G. BLOG POSTS • REMOVAL OF CONTENT DUE TO MINIMAL CONVERSIONS PROVIDES OPPORTUNITY
  23. 23. @DANIELBIANCHINI I am going to remove X pages during the migration as they are not converting.
  24. 24. @DANIELBIANCHINI I am going to remove X pages during the migration as they are not converting. By doing so you will lose X% of traffic across all channels with the likelihood of losing organic visibility, which in turn will affect conversion.
  25. 25. @DANIELBIANCHINI I am going to remove X pages during the migration as they are not converting. By doing so you will lose X% of traffic across all channels with the likelihood of losing organic visibility, which in turn will affect conversion. That’s fine, as they are not converting directly and therefore the traffic is not qualified.
  26. 26. @DANIELBIANCHINI That’s fine, as they are not converting directly and therefore the traffic is not qualified. By doing so you will lose X% of traffic across all channels with the likelihood of losing organic visibility, which in turn will affect conversion. But this will also have an impact on your assisted conversions, I would suggest that we combine these pages where possible.
  27. 27. @DANIELBIANCHINI That’s fine, as they are not converting directly and therefore the traffic is not qualified. But this will also have an impact on your assisted conversions, I would suggest that we combine these pages where possible. I understand, but I am going ahead.
  28. 28. @DANIELBIANCHINI
  29. 29. @DANIELBIANCHINI We have lost lots of traffic and the board are going nuts!
  30. 30. @DANIELBIANCHINI We have lost lots of traffic and the board are going nuts! Face palm! – How are the conversions?
  31. 31. @DANIELBIANCHINI We have lost lots of traffic and the board are going nuts! Face palm! – How are the conversions? Down, WTF!
  32. 32. @DANIELBIANCHINI HOW TO PREVENT IT?
  33. 33. @DANIELBIANCHINI • IMPACT ON KEY METRICS SUCH AS CONVERSION / TRAFFIC • POTENTIAL IMPACT ON SEARCH ENGINE VISIBILITY • FIND ALTERNATIVE SOLUTIONS WHERE POSSIBLE • MAKE A NOTE OF WHO’S DECISION IT WAS RESEARCH!
  34. 34. @DANIELBIANCHINI 4. CRAWLERS BEING BLOCKED THROUGH ROBOTS.TXT & NOINDEX TAGS
  35. 35. @DANIELBIANCHINI
  36. 36. @DANIELBIANCHINI • SITE:[INSERT DOMAIN] INURL:STAGING. • SITE:[INSERT DOMAIN] INURL:DEV. • SITE:[INSERT DOMAIN] INURL:UAT. STAGING SITE HELL!
  37. 37. @DANIELBIANCHINI
  38. 38. @DANIELBIANCHINI HOW TO PREVENT IT?
  39. 39. CHECK ROBOTS.TXT & NOINDEX ON LAUNCH @DANIELBIANCHINI
  40. 40. @DANIELBIANCHINI 5. LOST ALL TRAFFIC
  41. 41. @DANIELBIANCHINI Migration Day!
 WTF Happened….
  42. 42. @DANIELBIANCHINI HOW TO PREVENT IT?
  43. 43. @DANIELBIANCHINI FIRST OPTION Ensure GA code is within GTM but not published Publish GTM tag on launch. 1. 2.
  44. 44. @DANIELBIANCHINI Create GA account for staging environment Publish GTM tag containing staging environment UA. Annotate in GA to highlight the change in website. On launch. Replace test tag with live account details. SECOND OPTION 1. 2. 3. 4.
  45. 45. @DANIELBIANCHINI AND THAT’S ALL FOLKS
  46. 46. THANK YOU @DANIELBIANCHINI DANIEL BIANCHINI

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