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Essential technical SEO learnings from launching and migrating over 120 websites - Chris Green - SearchNorwich 8

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Technical SEO is a tricky process with numerous pitfalls and stages to it. It's incredibly easy to slip up, this talk will go through all the stages and ensure you are correctly checking everything.

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Essential technical SEO learnings from launching and migrating over 120 websites - Chris Green - SearchNorwich 8

  1. 1. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co
  2. 2. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co Search Norwich 29th August 2019 I’ve migrated a few websites
  3. 3. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co Search Norwich 29th August 2019 I’ve migrated a few websites ~120 (probably more)
  4. 4. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co Sites by CMS
  5. 5. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co Sites by CMS 70% of these I’ve worked in the same company as the developers
  6. 6. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co This is important because?
  7. 7. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co Search Norwich 29th August 2019 I get chance to refine the process, what works, what doesn’t
  8. 8. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co Search Norwich 29th August 2019 Because I’m also in an envious position
  9. 9. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co SEO’ing these CMS is not hard
  10. 10. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co +working in the same room as the development team has many advantages
  11. 11. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co Search Norwich 29th August 2019 Learn from me, learn from others - the successful & the less so...
  12. 12. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co This is stressful stuff
  13. 13. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co When this is where you stand, the drop looks big doesn’t it?
  14. 14. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co
  15. 15. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co
  16. 16. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co Search Norwich 29th August 2019 Migrating a website is the most risky thing you can do
  17. 17. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co Search Norwich 29th August 2019 @chrisgreen87 strategiq.co I’m going to give you some of my essential tech SEO learnings from my exp
  18. 18. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co Ready?
  19. 19. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co Search Norwich 29th August 2019 @chrisgreen87 strategiq.co 1)Migrations do not have to = a drop in traffic/rankings
  20. 20. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co Search Norwich 29th August 2019 “Expect an at-least 15% drop in organic traffic”
  21. 21. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co But why??
  22. 22. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co Search Norwich 29th August 2019 This is expectation management from someone who gets it wrong often
  23. 23. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co Search Norwich 29th August 2019 When ranking drops are expected
  24. 24. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co 1)When content is cut out
  25. 25. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co 2)When the focus is changed
  26. 26. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co 3)When you lose an argument in design
  27. 27. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co Search Norwich 29th August 2019 An Example
  28. 28. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co Search Norwich 29th August 2019 “We can make large site structure changes, we’ll invest more in marketing/content/link building post-launch to make up for it…”
  29. 29. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co Search Norwich 29th August 2019 It is OKAY to not rank: ●When everyone is aware ●When it’s not important ●When it’s a phase 2 or 3 addition
  30. 30. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co To control this you need to SEE Set Expectations Early
  31. 31. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co To control this you need to SEE Set Expectations Early
  32. 32. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co To control this you need to SEE Set Expectations Early
  33. 33. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co Search Norwich 29th August 2019 If objective #1 is cut the site content by 90% objective #2 won’t be retain all existing traffic*
  34. 34. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co But you need to get organised first (more on this later)
  35. 35. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co Recommendation: 1)Get organised - understand the project 2)Benchmark where you are now as best as possible 3)Any decision which may detriment post-launch performance, needs to be flagged as early as possible 4)Set Expectations Early (SEE) Migrations do not have to = a drop in traffic/rankings
  36. 36. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co Search Norwich 29th August 2019 @chrisgreen87 strategiq.co 2) The most meticulously planned migrations are easy to sabotage
  37. 37. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co Search Norwich 29th August 2019 Migrations can be condensed into a list of simple-tasks
  38. 38. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co ❏301 redirects tested ❏Noindex Robots directives removed ❏Fetch & render completed successfully ❏Canonicalisation is correct ❏Site is free from crawl errors on launch
  39. 39. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co ❏301 redirects tested ❏Noindex Robots directives removed ❏Fetch & render completed successfully ❏Canonicalisation is correct ❏Site is free from crawl errors on launch
  40. 40. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co ❏301 redirects tested ❏Noindex Robots directives removed ❏Fetch & render completed successfully ❏Canonicalisation is correct ❏Site is free from crawl errors on launch
  41. 41. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co ❏301 redirects tested ❏Noindex Robots directives removed ❏Fetch & render completed successfully ❏Canonicalisation is correct ❏Site is free from crawl errors on launch
  42. 42. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co ❏301 redirects tested ❏Noindex Robots directives removed ❏Fetch & render completed successfully ❏Canonicalisation is correct ❏Site is free from crawl errors on launch
  43. 43. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co ❏301 redirects tested ❏Noindex Robots directives removed ❏Fetch & render completed successfully ❏Canonicalisation is correct ❏Site is free from crawl errors on launch
  44. 44. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co [Tech-SEO Launch Checklist] V V V More below V V V
  45. 45. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co Search Norwich 29th August 2019 Miss any one of these and...
  46. 46. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co Your site is deindexed
  47. 47. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co New spider traps are created
  48. 48. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co You canonicalise back to development site
  49. 49. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co 301 redirects don’t work or worse...
  50. 50. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co Search Norwich 29th August 2019 But check-points NEED to be frequent
  51. 51. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co Search Norwich 29th August 2019 A little rudder far from the rocks
  52. 52. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co
  53. 53. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co
  54. 54. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co
  55. 55. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co (Team working overtime)
  56. 56. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co
  57. 57. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co (re-aligning expectations)
  58. 58. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co
  59. 59. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co (last minute scramble to minimise losses)
  60. 60. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co (rankings tank post-launch)
  61. 61. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co Recommendation: 1)Plan your migration list - pre & post launch 2)The person who signs off the checks should not be the person who does the work 3)Little-and-often meetings to ensure good comms 4)Ensure launch timeline includes ample time to run checks - don’t sacrifice this for anything The most meticulously planned migrations are easy to sabotage
  62. 62. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co Search Norwich 29th August 2019 @chrisgreen87 strategiq.co 3) A new platform + high technical standards won't guarantee rankings
  63. 63. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co Search Norwich 29th August 2019 You’ve launched a new site
  64. 64. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co Search Norwich 29th August 2019 And nailed everything
  65. 65. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co ❏All images now have alt text & optimised titles ❏Meta descriptions are written perfectly ❏Correct schema on every page ❏No crawl errors ❏No excess bloat
  66. 66. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co Search Norwich 29th August 2019 But did you fix the original problem?
  67. 67. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co ❏All images now have alt text & optimised titles ❏Meta descriptions are written perfectly ❏Correct schema on every page ❏No crawl errors ❏No excess bloat
  68. 68. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co ❏All images now have alt text & optimised titles ❏Meta descriptions are written perfectly ❏Correct schema on every page ❏No crawl errors ❏No excess bloat Great, you now have tight standards, but have you added any significant value?
  69. 69. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co ❏All images now have alt text & optimised titles ❏Meta descriptions are written perfectly ❏Correct schema on every page ❏No crawl errors ❏No excess bloat
  70. 70. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co ❏All images now have alt text & optimised titles ❏Meta descriptions are written perfectly ❏Correct schema on every page ❏No crawl errors ❏No excess bloat Except Google rewrites these more than ever (and aren’t a direct ranking factor)
  71. 71. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co ❏All images now have alt text & optimised titles ❏Meta descriptions are written perfectly ❏Correct schema on every page ❏No crawl errors ❏No excess bloat
  72. 72. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co ❏All images now have alt text & optimised titles ❏Meta descriptions are written perfectly ❏Correct schema on every page ❏No crawl errors ❏No excess bloat Schema = ranking improvements far-less than you’d expect
  73. 73. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co ❏All images now have alt text & optimised titles ❏Meta descriptions are written perfectly ❏Correct schema on every page ❏No crawl errors ❏No excess bloat
  74. 74. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co ❏All images now have alt text & optimised titles ❏Meta descriptions are written perfectly ❏Correct schema on every page ❏No crawl errors ❏No excess bloat Unless this was a significant problem before, this is just good housekeeping
  75. 75. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co ❏All images now have alt text & optimised titles ❏Meta descriptions are written perfectly ❏Correct schema on every page ❏No crawl errors ❏No excess bloat
  76. 76. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co ❏All images now have alt text & optimised titles ❏Meta descriptions are written perfectly ❏Correct schema on every page ❏No crawl errors ❏No excess bloat Again - Unless this was a significant problem before, this is just good housekeeping
  77. 77. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co Search Norwich 29th August 2019 BONUS POINT A “Good looking” website != ranking better
  78. 78. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co Recommendation: 1)Don’t assume tech SEO hygiene = ranking improvements 2)Understand what you need to fix which Tech SEO can’t help 3)A lot of what you read about as “best practice” doesn’t help every site in all circumstances A new platform + high technical standards won't guarantee rankings
  79. 79. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co Search Norwich 29th August 2019 @chrisgreen87 strategiq.co 4) None of the major platforms are so bad you "can't SEO them"
  80. 80. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co Search Norwich 29th August 2019 BOLD STATEMENT ALERT A successful website can be built on any modern, functional CMS
  81. 81. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co
  82. 82. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co SEO It’s very easy to point fingers when things go bad
  83. 83. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co Search Norwich 29th August 2019 Assuming it can perform the basic tasks it needs to, it can be “SEO’d”
  84. 84. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co 1)Don’t confuse disliking a CMS with it not being able to rank 2)Time & a good developer can accomplish a lot 3)If you don’t have these two things, it’ll be more than just “the SEO” which suffers Recommendation: None of the major platforms are so bad you "can't SEO them"
  85. 85. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co Search Norwich 29th August 2019 @chrisgreen87 strategiq.co 5) Sometimes weird sh!t happens
  86. 86. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co Search Norwich 29th August 2019 I put this in the middle to not linger too much on this
  87. 87. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co Search Norwich 29th August 2019 Even if you think you’ve nailed it, sometimes it isn’t enough
  88. 88. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co Search Norwich 29th August 2019 Lack of skill?
  89. 89. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co Search Norwich 29th August 2019 Unlucky?
  90. 90. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co Search Norwich 29th August 2019 Google Trying to trip us up?
  91. 91. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co Or maybe it’s because the whole system is complex & opaque?
  92. 92. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co Maybe it’s all of them
  93. 93. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co Migration. From. Hell.
  94. 94. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co Migration. From. Hell. - Fresh look - 75+ of new, unique content - TIGHT SEO standards - 301’s redirects MOST comprehensive - Log files pre-post launch OKAY
  95. 95. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co Migration. From. Hell.
  96. 96. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co Migration. From. Hell. These continued drops suggest something more than just migration at work
  97. 97. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co Search Norwich 29th August 2019 But don’t panic, the vast majority of migration-relation issues can be solved.
  98. 98. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co 1)If you cannot find the answers related to on-site factors, try to correlate drops with off-site events/factors 2)Find someone to bounce ideas off 3)Don’t get complacent 4)Create a fall-back plan Recommendation: Sometimes weird sh!t happens
  99. 99. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co Search Norwich 29th August 2019 @chrisgreen87 strategiq.co 6) Most launches/ migrations fail because they are too complex
  100. 100. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co Search Norwich 29th August 2019 More variables = more chance to screw up
  101. 101. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co A bad idea: Changing CMS, protocol & domain in one go
  102. 102. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co An okay idea: Changing CMS & domain in one go
  103. 103. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co A better idea: Changing CMS first & waiting
  104. 104. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co Search Norwich 29th August 2019 It’s a choice between A)Struggling to ID cause of drops (which costs weeks/months
  105. 105. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co Search Norwich 29th August 2019 It’s a choice between A)Struggling to ID cause of drops (which costs weeks/months and B) Waiting weeks between events
  106. 106. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co 1)Only make one large change at once 2)Clearly spell-out risks of each major variable 3)Increase expectation on post-launch time needed for the more variables you introduce Recommendation: Most launches/ migrations fail because they are too complex
  107. 107. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co Search Norwich 29th August 2019 @chrisgreen87 strategiq.co 7) Investing in buy-in upfront saves massively on fixing screw-ups later on
  108. 108. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co “In order to carry a positive action we must develop here a positive vision.” -Dalai Lama
  109. 109. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co Make friends with developers!
  110. 110. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co Search Norwich 29th August 2019 Dogmatism is the biggest enemy of SEO
  111. 111. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co SEOs aren’t popular on projects...
  112. 112. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co Search Norwich 29th August 2019 Let go of the stuff you know is BS
  113. 113. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co Search Norwich 29th August 2019 But also understand you HAVE to compromise sometimes...
  114. 114. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co But stick with the stuff that matters
  115. 115. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co 1)People perform better when they understand why they’re doing what they’re doing 2)Confront any objections early-on 3)Don’t assume everyone’s goals are the same as your own 4)Find a shared-goal, work towards it 5)Don’t be dogmatic Recommendation: Investing in buy-in upfront saves massively on fixing screw-ups later on
  116. 116. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co Search Norwich 29th August 2019 @chrisgreen87 strategiq.co 8) Assumptions lead to the biggest mistakes
  117. 117. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co Search Norwich 29th August 2019 “I thought ____ would have checked the redirects before launch”
  118. 118. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co Search Norwich 29th August 2019 “It was built in WordPress, that shouldn’t have been a problem”
  119. 119. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co Search Norwich 29th August 2019 “Why would they have added a second canonical tag?”
  120. 120. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co Managing this can be tough - we have to assume things
  121. 121. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co Search Norwich 29th August 2019 <a href="https://strategiq.co/what-we-do/web-development/">
  122. 122. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co Search Norwich 29th August 2019 <title>Web Design + UX | StrategiQ</title> <title>Web Design + UX | StrategiQ</title>
  123. 123. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co Search Norwich 29th August 2019 <link rel="canonical" href="https://strategiq.co/what-we-do/web-design-and-ux/" /> <title>Web Design + UX | StrategiQ</title>
  124. 124. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co Everything GoogleBot sees...
  125. 125. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co It’s yours, here’s your sheriff’s badge -own it!
  126. 126. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co Trust that everyone has the best intentions but monitor like you expect the biggest screw-ups
  127. 127. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co These are all accidents - but the first caused 2 week’s disruption
  128. 128. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co 1)Check everything you can 2)Anything which GoogleBot sees is your responsibility 3)Do not short-cut pre/post launch checks <- these take time because they are important! 4)Do not assume every website will be built the same way/correctly Recommendation: Assumptions lead to the biggest mistakes
  129. 129. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co Search Norwich 29th August 2019 @chrisgreen87 strategiq.co 9) SEOs build bad websites, but so do designers & developers
  130. 130. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co Search Norwich 29th August 2019 In the vast majority of cases one person/skillset will make a bad website
  131. 131. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co Those who have suffered a poor migration over-rely on SEO to make a successful launch
  132. 132. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co 1.Create an “SEO-friendly” template 2.Plan out the IA for the design team 3.Tell the content writers what to write
  133. 133. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co As long as “content that ranks well” is not the same as content that sells well, you need more people around the table
  134. 134. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co Search Norwich 29th August 2019 If this works, it’s either because you’re lucky or you’re paying a lot of money for a great marketer
  135. 135. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co Search Norwich 29th August 2019 Collaboration is what’s needed here.
  136. 136. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co ❏Iterate the sitemap based on keyword research findings ❏Recommend IA changes to push key areas ❏Outline content quantities based on search-intent & competitive landscape
  137. 137. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co Recommendation: 1)Develop a healthy respect for all the key project team 2)Agree involvement/ milestones & when SEO is needed 3)Know when something is or isn’t yours to “own” - round pegs fit better in round holes
  138. 138. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co Search Norwich 29th August 2019 @chrisgreen87 strategiq.co 10) The biggest variable in the process is organisation size, not CMS
  139. 139. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co Search Norwich 29th August 2019 More stakeholders = more opinions
  140. 140. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co Search Norwich 29th August 2019 Recommendations get watered-down
  141. 141. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co Search Norwich 29th August 2019 Goals are compromised.
  142. 142. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co Not all tech SEO problems are technical
  143. 143. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co Recommendation: 1)Sometimes a battle is better fought with the CMO rather than the CMS 2)Take as much time framing recommendations as you do formulating them.
  144. 144. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co Search Norwich 29th August 2019 @chrisgreen87 strategiq.co To finish
  145. 145. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co Search Norwich 29th August 2019 If you really struggle to know where to start, invest in...
  146. 146. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co Set Expectations Early Too late!
  147. 147. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co Benchmarking (because some keywords drive traffic when you don’t expect it) https://moz.com/beginners-guide-to-seo/measuring-and-tracking-success
  148. 148. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co Comprehensive 301 mapping (as many as you can*) *https://strategiq.co/does-the-number-of-htaccess-rules-impact-performance-and-scalability/
  149. 149. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co @chrisgreen87 strategiq.co Search Norwich 29th August 2019 And finally...
  150. 150. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co Thank you.
  151. 151. Search Norwich 29th August 2019 @chrisgreen87 strategiq.co Thank you.

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