Bartosz Goralewicz, Arsen Rabinovich — Roast My Site: Website Migration Edition

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These slides were presented at the SEMrush webinar "Roast My Site #3: Website Migration Edition". Video replay and transcript are available at https://www.semrush.com/webinars/roast-my-site-3-website-migration-edition/

Let’s investigate
the basics
of this migration

Redirect chains redirected to the homepage

Structure change + HTTPS redirects
+ migration
HTTP://TF.NET/D/USA
HTTPS://TF.NET/D/USA
HTTPS://TF.COM/D/USA
HTTPS://TF.COM/NA/USA
HTTPS://TF.COM

Visibility change of 1 URL
(properly redirected)

TO DO
Full scrape of Google’s search
results containing your domain
(site:travelfreak.net + keywords)1 Server logs monitoring to find
redirects that aren’t mapped yet
2
Crawl of all old sitemaps
from TravelFreak.net
3
• Redirect chains
• 404s
• Non 301 codes
• Manual check of methodology used to map URLs
that don’t go 1 to 1 (the slug is changing)
• Mapping URLs to the best match – if possible, not
to the homepage :)

Tienda.Naranja.com
(migrated from tiendanaranja.com)

WHY?
Tiendanaranja.com/item1
Tiendanaranja.com/item2
Tiendanaranja.com/item3
Tienda.naranja.com/

Bricksandmortargroup.co.uk
Probably migrated from https://www.letslivehere.co.uk/
to the new domain around March 2019

https://www.letslivehere.co.uk/property/simonside-terrace-heaton-
newcastle-upon-tyne-8/
https://www.letslivehere.co.uk/property/sixth-avenue-heaton-
newcastle-upon-tyne-2/
https://www.letslivehere.co.uk/property/south-view-west-heaton-
newcastle-upon-tyne-2/
Property pages – 404s

www.bricksandmortargroup.co.uk/find-a-propertyshieldfield/jesmond/
www.bricksandmortargroup.co.uk/find-a-property/high-heaton/the-coast
www.bricksandmortargroup.co.uk/why-bricks-mortar/blog/recruiting/
Soft 404s

What caused this problem?
Current redirect URL
https://www.bricksandmortargroup.co.uk/find-a-
propertygosforth/
Proper URL
https://www.bricksandmortargroup.co.uk/find-a-
property/gosforth/

TO DO
Full scrape of Google’s search
results containing your domain
(site:letslivehere.co.uk +
keywords)
1 Finish migration – get rid of soft
404s
2
Crawl of all old sitemaps
from letslivehere.co.uk
3
• Redirect chains
• 404s
• Non 301 codes
• Manual check of methodology used to map URLs
that don’t go 1 to 1 (the slug is changing)
• Mapping URLs to the best match – if possible, not
to the homepage :)

Three highly experienced SEO professionals will discuss their experiences with site migrations. From a small business with smaller websites, through to large enterprise site moves, it’s never just a simple matter of moving the site. The potential pitfalls are numerous when redesigning a website, moving to a new domain, or changing URLs. We often see a drop in traffic following a site migration, so how to successfully complete a good solid migration while maintaining and ultimately improving the SEO. https://www.youtube.com/watch?v=L5IcR2OCscE

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Bartosz Goralewicz, Arsen Rabinovich — Roast My Site: Website Migration Edition

2. TravelFreak.com (migrated from .net)

3. TravelFreak.com (migrated from .net)

4. Let’s investigate the basics of this migration

5. Redirect chains

7. Redirect chains ending in 404s

8. Redirect chains redirected to the homepage

9. Structure change + HTTPS redirects + migration HTTP://TF.NET/D/USA HTTPS://TF.NET/D/USA HTTPS://TF.COM/D/USA HTTPS://TF.COM/NA/USA HTTPS://TF.COM

10. Visibility change of 1 URL (properly redirected)

11. TO DO Full scrape of Google’s search results containing your domain (site:travelfreak.net + keywords)1 Server logs monitoring to find redirects that aren’t mapped yet 2 Crawl of all old sitemaps from TravelFreak.net 3 • Redirect chains • 404s • Non 301 codes • Manual check of methodology used to map URLs that don’t go 1 to 1 (the slug is changing) • Mapping URLs to the best match – if possible, not to the homepage :)

12. tienda.naranja.com

13. Tienda.Naranja.com (migrated from tiendanaranja.com)

14.

15.

16.

17.

18.

19.

20.

21. Visibility dropped 30 times (!)

22. WHY? Tiendanaranja.com/item1 Tiendanaranja.com/item2 Tiendanaranja.com/item3 Tienda.naranja.com/

23. Bricksandmortargroup.co.uk

24. Bricksandmortargroup.co.uk Probably migrated from https://www.letslivehere.co.uk/ to the new domain around March 2019

25.

26.

27. https://www.letslivehere.co.uk/property/simonside-terrace-heaton- newcastle-upon-tyne-8/ https://www.letslivehere.co.uk/property/sixth-avenue-heaton- newcastle-upon-tyne-2/ https://www.letslivehere.co.uk/property/south-view-west-heaton- newcastle-upon-tyne-2/ Property pages – 404s

28. one.ly/bricks404 404s

29.

30.

31. ~75% = soft 404s

32. www.bricksandmortargroup.co.uk/find-a-propertyshieldfield/jesmond/ www.bricksandmortargroup.co.uk/find-a-property/high-heaton/the-coast www.bricksandmortargroup.co.uk/why-bricks-mortar/blog/recruiting/ Soft 404s

33. What caused this problem?

34. What caused this problem? Current redirect URL https://www.bricksandmortargroup.co.uk/find-a- propertygosforth/ Proper URL https://www.bricksandmortargroup.co.uk/find-a- property/gosforth/

35. one.ly/bricks-soft404s

36. Is this the end?

37. TO DO Full scrape of Google’s search results containing your domain (site:letslivehere.co.uk + keywords) 1 Finish migration – get rid of soft 404s 2 Crawl of all old sitemaps from letslivehere.co.uk 3 • Redirect chains • 404s • Non 301 codes • Manual check of methodology used to map URLs that don’t go 1 to 1 (the slug is changing) • Mapping URLs to the best match – if possible, not to the homepage :)

38. Thank you! bartosz@onely.com

Bartosz Goralewicz, Arsen Rabinovich — Roast My Site: Website Migration Edition

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