The document outlines 7 steps to successfully migrate a website while maintaining SEO performance: 1. Create a blueprint masterplan to guide the migration process. 2. Optimize the new website structure and content for SEO during launch. 3. Set up 301 redirects from the old to new site and carefully redirect top pages. 4. Monitor analytics and redirects before and after launch to ensure proper migration. 5. Launch on a weekday morning and closely monitor for issues. 6. Be prepared for potential drops in rankings or leads and thoroughly troubleshoot problems. 7. Remember to plan thoroughly, test the site, and carefully follow-up after launch.

1. 7 Steps to migrate your SEO strategy
Robin Neyt
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2. Hi! I’m Robin.
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3. I work at Wijs
A digital Agency in Ghent/Gent
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4. ‣ Situation
‣ What’s the problem?
‣ A blueprint
‣ Start: the new website
‣ Before the launch
‣ Launch of the website
‣ What if it goes wrong?
Tweet-style Summary
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5. Situation
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6. ‣ Everybody wants a new website
‣ It should be bigger, better, fancier,...
‣ Nobody thinks about the consequences!
Situation
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7. What’s the problem?
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8. ‣ website that’s been around for quite a while
‣ has a lot of domain authority
‣ has a lot of unique backlinks
‣ is top of mind with customers
All this can be lost easily
What’s the problem?
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9. We need a strategy!
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10. ‣ Think first, act later! (Usually goes wrong...)
‣ Create a masterplan!
‣ Follow it to the letter! (Usually goes wrong...)
‣ Put it to the test!
‣ Keep a close eye on the results!
How should we tackle the problem?
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11. A blueprint for the masterplan
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12. Start: The new website
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13. It should be bigger, better, fancier...
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14. Watch out for exotic
functionality!
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15. The website should also be SEO friendly
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16. ‣ Ideal moment for a new keyword research
‣ Use keyword research to create new site architecture
‣ Visitor point of view
‣ Not too much jargon
‣ Visitor has a problem and searches for a solution
Keyword Research
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17. ‣ Don’t lose good functionality that was present in the previous website
‣ If it works, don’t break it (Your IT is going to love this)
‣ Just make it better
‣ Now is the time to make adjustments
‣ Costs, timing, campaigns,...
‣ Make sure web copy is ready in time
‣ Don’t do everything last minute!
Requirements
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18. ‣ Search Engine Friendly URLs
Bad URL: http://www.site.be/index.php?id=25&cat=42
SEF URL: http://www.site.be/category/subcategory/page/
‣ Use keywords in the URLs
‣ Avoid excessive use of JavaScript and CSS
‣ Make sure goals/conversions are tracked
Technical requirements
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19. ‣ URL
‣ Title <title>
‣ H1
‣ Menu item in navigation
Should be possible to edit all items individually
On-page elements
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20. ‣ Make sure goals/conversions are tracked
‣ Prepare event tracking
‣ Make sure every form has an unique thank you page → different URLs
‣ Monitor the performance of the new website
‣ After a few weeks → enough data to evaluate the migration
Conversion tracking
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21. Before the launch
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22. Create a redirect plan!
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23. ‣ Create overview of the current site structure
‣ Determine the most important pages of the current website
‣ Different tools you can use
Site structure
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24. ‣ Check the URLs of the top landing pages
(e-commerce, leads)
‣ Check the URLs of the pages with most pageviews (traffic)
Google Analytics
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25. High amount of pages?
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26. Sort pages by authority!
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27. ‣ Use a tool like Open Site Explorer
‣ www.opensiteexplorer.org
Check page authority to determine value
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28. ‣ Merge the important URLs from your current site
‣ Both the ones you selected and the top landing pages in
Analytics
‣ As specific as possible
‣ Keep number of consecutive redirects to a minimum
301 redirects to the corresponding pages on the new website
Combine all data
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29. Don’t forget 301 redirect from
non www to www
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30. ‣ Too many URLs to redirect everything manually
→ Time & cost efficiency
‣ Check new vs old URL structure → Try to automate
Example:
Old URL: www.site.be/blog/webshops/ and www.site.be/blog/shopping/
New URL: www.site.be/blog/e-commerce/
‣ If not possible → Redirect to parent category
What with blog posts?
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31. ‣ Everything in detail → Costs a lot of money
‣ Only the top pages → Chance you’ll miss traffic
‣ Don’t forget about
‣ active campaigns, newsletters, affiliates, offline
campaigns, backlinks, tools
301 redirects: The dilemma
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32. Tips & tricks
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33. ‣ Don’t launch the new website in phases
→ Not efficient for IT and marketing
‣ Make checklists
‣ Meetings & progress check
‣ Continuous follow-up
‣ Marketing & IT have to work as 1 team
Tips & tricks
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34. Launch of the website
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35. ‣ Be sure everything is prepared and ready
‣ Checklists ready
‣ Launch on Monday or Tuesday
‣ Preferably in the morning
‣ Whole team ready to monitor and take action
Launch of the website
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36. ‣ Do a manual check of the redirects
‣ Header check to make sure the right type of redirect is used
‣ Monitor Google Webmaster Tools for spider problems and crawl errors
‣ Pause the Adwords campaigns and change destination URLs
Launch of the website
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37. Header check
http://www.seoconsultants.com
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38. Google Webmaster Tools
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39. What if it goes wrong?
Don’t blame each other :)
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40. ‣ Normal after a site migration
‣ May not last forever
‣ Check 301 redirects
‣ 301 redirects point to the right pages?
‣ Check web copy: copied? Not SEO friendly?
‣ Is staging website online and indexed?
‣ Old website still online?
‣ Some products/services no longer exist?
Drop in rankings?
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41. ‣ Analytics setup is OK?
‣ Goals are implemented correctly?
‣ E-commerce is activated?
‣ E-commerce transaction code is implemented?
‣ Certain products/services no longer exist?
Drop in leads/sales?
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42. What you need to remember
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43. ‣ List the most important pages
‣ New website must be SEO friendly
‣ 301 redirects & optimization
‣ Planning is the key to success!
‣ Prepare the launch
‣ Use checklists
‣ Follow-up of the launch is essential!
‣ Testing!
What you need to remember
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44. Questions?
Robin Neyt
robin.neyt@wijs.be
Twitter.com/RobinNeyt
woensdag 29 mei 13