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WEBSITE MIGRATIONS:
DATA IS EVERYTHING!
DANIEL BIANCHINI
@danielbianchini
MORE & MORE
BRANDS ARE GOING
THROUGH WEBSITE
MIGRATIONS
@danielbianchini
NEW PLATFORM
@danielbianchini
SITE REFRESH
@danielbianchini
DOMAIN / BRAND MOVE
@danielbianchini
WEBSITE
MIGRATIONS ARE
NOT EASY
@danielbianchini
POSTIIVE MIRGATION
@danielbianchini
NEGATIVE MIGRATION
@danielbianchini
@danielbianchini
The fault, my friends, is not always
the algorithm, but with us
@danielbianchini
MIGRATIONS
TOOLS
PROCESS
DANGERS
MONITORING
REASONS
DATA
LAUNCH
PLAN
TESTING
STAKEHOLDERS
@danielbianchini
MIGRATIONS
TOOLS
PROCESS
DANGERS
MONITORING
REASONS
DATA
LAUNCH
PLAN
TESTING
STAKEHOLDERS
PM approach Lin...
@danielbianchini
2 AREAS DATA IS SO IMPORTANT
Benchmarking
URL data 

gathering
@danielbianchini
Benchmarking
Gathering information to understand pre-migration
performance compared to post-launch.
@danielbianchini
BENCHMARKING DASHBOARD
0	
50000	
100000	
150000	
200000	
250000	
15-Aug-15	 15-Sep-15	 15-Oct-15	 15-Nov-...
@danielbianchini
BENCHMARKING TOOLS
@danielbianchini
SEMRUSH
▸ Weekly/monthly exports of keyword visibility and add into the spreadsheet
(SEMrush data).
▸ Add...
@danielbianchini
GOOGLE SEARCH CONSOLE
▸ Weekly exports of Google index status from Google
@danielbianchini
GOOGLE ANALYTICS
▸ Export weekly/monthly traffic figures to identify any noticeable shifts in traffic
@danielbianchini
RANKING SOFTWARE
▸ If you are moving domain, you need to add in the new URL
▸ Monitor the change in visib...
@danielbianchini
BENCHMARKING DASHBOARD
0	
50000	
100000	
150000	
200000	
250000	
15-Aug-15	 15-Sep-15	 15-Oct-15	 15-Nov-...
@danielbianchini
One of the most important part of a website
migration is having ALL the URL data.
URL data gathering
@danielbianchini
URL GATHERING TOOLS
@danielbianchini
CRAWLING - ALL URLS
▸ Run a crawl of the entire website and
export all URLs into a spreadsheet
▸ Run a cr...
@danielbianchini
GOOGLE SEARCH CONSOLE
▸ Download URL data from Search Analytics in GSC
▸ Expand date range as long as pos...
@danielbianchini
GOOGLE ANALYTICS - PAGES
▸ Locate all pages that have received traffic in your analytics package
▸ Choose ...
@danielbianchini
LINK DATA
▸ Gather link data from your backlink software of choice
▸ Download most linked content in spre...
@danielbianchini
CRAWLING - IMAGES
▸ Export a list of your images
▸ You may receive traffic through image search, so you ne...
@danielbianchini
DE-DUPE & CRAWL
@danielbianchini
NOW FOR MAKING DECISIONS
URL Gathering Template http://bit.ly/url-gathering
IF YOU ARE GOING TO MAKE A MISTAKE, DO
NOT LET GATHERING URL DATA BE IT!
Thank You!
@danielbianchini
www.danielbianchini.co.uk
@danielbianchini
me@danielbianchini.co.uk
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Website Migrations: Data is Everything

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Migrating a website comes with lots of potential dangers. From project management, stakeholder input and getting the right data! This presentation looks at 2 key areas that data is extremely important and the process that I take to gathering it.

Published in: Marketing
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Website Migrations: Data is Everything

  1. 1. WEBSITE MIGRATIONS: DATA IS EVERYTHING! DANIEL BIANCHINI
  2. 2. @danielbianchini MORE & MORE BRANDS ARE GOING THROUGH WEBSITE MIGRATIONS
  3. 3. @danielbianchini NEW PLATFORM
  4. 4. @danielbianchini SITE REFRESH
  5. 5. @danielbianchini DOMAIN / BRAND MOVE
  6. 6. @danielbianchini WEBSITE MIGRATIONS ARE NOT EASY
  7. 7. @danielbianchini POSTIIVE MIRGATION
  8. 8. @danielbianchini NEGATIVE MIGRATION
  9. 9. @danielbianchini
  10. 10. @danielbianchini The fault, my friends, is not always the algorithm, but with us
  11. 11. @danielbianchini MIGRATIONS TOOLS PROCESS DANGERS MONITORING REASONS DATA LAUNCH PLAN TESTING STAKEHOLDERS
  12. 12. @danielbianchini MIGRATIONS TOOLS PROCESS DANGERS MONITORING REASONS DATA LAUNCH PLAN TESTING STAKEHOLDERS PM approach Link reclamation Pre-launch Data gathering Launch to early Poor implementation Launch during
 peak Using poor tech New domain has
 bad history KWR Pos Pages indexed Organic traffic Current
 visibility Pagespeed Replatforming SSL Redesign Domain
 Consolidations URL
 restructure Out of date
 techMoving TLD Rebrand New host New URLS Existing redirects GSC linked 
 pages Analytics Website crawl Log file analysis Image locations GSC switch Sitemaps Redirect
 checks Robots.txt
 checks Agencies Brand
 team C-suite PR team Marketing
 team Developers Infrastructure
 team Loss of visibility Loss of traffic Crawlers Analytics Log file analysis External link tools GSC Redirects Crawling Analytics
  13. 13. @danielbianchini 2 AREAS DATA IS SO IMPORTANT Benchmarking URL data 
 gathering
  14. 14. @danielbianchini Benchmarking Gathering information to understand pre-migration performance compared to post-launch.
  15. 15. @danielbianchini BENCHMARKING DASHBOARD 0 50000 100000 150000 200000 250000 15-Aug-15 15-Sep-15 15-Oct-15 15-Nov-15 15-Dec-15 15-Jan-16 15-Feb-16 15-Mar-16 15-Apr-16 15-May-16 15-Jun-16 15-Jul-16 Organic clickstay.com GA organic sessions villarenters.com GA organic sessions 0 2000 4000 6000 8000 10000 12000 14000 15-Aug-15 15-Sep-15 15-Oct-15 15-Nov-15 15-Dec-15 15-Jan-16 15-Feb-16 15-Mar-16 15-Apr-16 15-May-16 15-Jun-16 15-Jul-16 Keywords clickstay.com organic keywords villarenters.com organic keywords 0 1000 2000 3000 4000 5000 6000 7000 8000 9000 10000 15-Aug-15 15-Sep-15 15-Oct-15 15-Nov-15 15-Dec-15 15-Jan-16 15-Feb-16 15-M ar-16 15-Apr-16 15-M ay-16 15-Jun-16 15-Jul-16 http://bit.ly/migration-reporting
  16. 16. @danielbianchini BENCHMARKING TOOLS
  17. 17. @danielbianchini SEMRUSH ▸ Weekly/monthly exports of keyword visibility and add into the spreadsheet (SEMrush data). ▸ Add the number of organic keywords highlighted
  18. 18. @danielbianchini GOOGLE SEARCH CONSOLE ▸ Weekly exports of Google index status from Google
  19. 19. @danielbianchini GOOGLE ANALYTICS ▸ Export weekly/monthly traffic figures to identify any noticeable shifts in traffic
  20. 20. @danielbianchini RANKING SOFTWARE ▸ If you are moving domain, you need to add in the new URL ▸ Monitor the change in visibility across those terms your are tracking ▸ Look at positions and page distribution
  21. 21. @danielbianchini BENCHMARKING DASHBOARD 0 50000 100000 150000 200000 250000 15-Aug-15 15-Sep-15 15-Oct-15 15-Nov-15 15-Dec-15 15-Jan-16 15-Feb-16 15-Mar-16 15-Apr-16 15-May-16 15-Jun-16 15-Jul-16 Organic clickstay.com GA organic sessions villarenters.com GA organic sessions 0 2000 4000 6000 8000 10000 12000 14000 15-Aug-15 15-Sep-15 15-Oct-15 15-Nov-15 15-Dec-15 15-Jan-16 15-Feb-16 15-Mar-16 15-Apr-16 15-May-16 15-Jun-16 15-Jul-16 Keywords clickstay.com organic keywords villarenters.com organic keywords 0 1000 2000 3000 4000 5000 6000 7000 8000 9000 10000 15-Aug-15 15-Sep-15 15-Oct-15 15-Nov-15 15-Dec-15 15-Jan-16 15-Feb-16 15-M ar-16 15-Apr-16 15-M ay-16 15-Jun-16 15-Jul-16 http://bit.ly/migration-reporting
  22. 22. @danielbianchini One of the most important part of a website migration is having ALL the URL data. URL data gathering
  23. 23. @danielbianchini URL GATHERING TOOLS
  24. 24. @danielbianchini CRAWLING - ALL URLS ▸ Run a crawl of the entire website and export all URLs into a spreadsheet ▸ Run a crawl of the XML sitemap and export into a spreadsheet
  25. 25. @danielbianchini GOOGLE SEARCH CONSOLE ▸ Download URL data from Search Analytics in GSC ▸ Expand date range as long as possible ▸ Export most linked pages on your website
  26. 26. @danielbianchini GOOGLE ANALYTICS - PAGES ▸ Locate all pages that have received traffic in your analytics package ▸ Choose a wide data range 12-24months ▸ Export all pages to XLS
  27. 27. @danielbianchini LINK DATA ▸ Gather link data from your backlink software of choice ▸ Download most linked content in spreadsheet
  28. 28. @danielbianchini CRAWLING - IMAGES ▸ Export a list of your images ▸ You may receive traffic through image search, so you need to add all image URLs as well Does image search provide enough traffic - http://bit.ly/2cwlJ1M
  29. 29. @danielbianchini DE-DUPE & CRAWL
  30. 30. @danielbianchini NOW FOR MAKING DECISIONS URL Gathering Template http://bit.ly/url-gathering
  31. 31. IF YOU ARE GOING TO MAKE A MISTAKE, DO NOT LET GATHERING URL DATA BE IT! Thank You! @danielbianchini
  32. 32. www.danielbianchini.co.uk @danielbianchini me@danielbianchini.co.uk

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