How to Preserve Your Site’s Rank After a Move - May 2015 SEMRush Webinar
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This document discusses how to preserve a website's search engine rankings when moving to a new site design or platform. It recommends (1) crawling your current site to audit pages, (2) evaluating your site's technology, (3) tracking changes between the old and new sites, (4) checking internal and external links, and (5) using 301 redirects to direct traffic to updated pages on the new site. Following these steps can help Google recrawl and index the new site, maintaining traffic from search engines.
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How to Preserve Your Site’s Rank After a Move - May 2015 SEMRush Webinar
- 1. Things Organized Neatly: How to Preserve Your Site’s Rank After a Move Beth Kahlich – Dallas Search Engine Academy
- 2. Let’s Connect! @BethKahlich • Digital Marketing Consultant since 2008 • Search Engine Academy since 2012 • Board Member DFWSEM.org • Instructor with SMU Continuing Education division of D Magazine
- 3. Websites Are Changing! • Google’s “Mobilegeddon” • New graphic styles are popular • Businesses are updating to keep up with their target markets and competition
- 4. Before
- 6. Google Webmaster Tools is Your Friend!
- 7. What Next? Six Steps to a SEO Friendly Website Move
- 8. 1. Crawl Your Own Site A. Screaming Frog B. Do a Google Search – site:yourwebsite.com
- 10. Google Search of all pages
- 11. 2. Re-evaluate Your Website’s Tech • Entry Level – Weebly, GoDaddy, SquareSpace • Old School – straight HTML (Dreamweaver) – Custom programmed CMS • If you don’t have access to login and make simple text changes to your site, that’s an issue.
- 12. You Want SEO With That?
- 13. WordPress!
- 14. How to Get WordPress for Your Site • WordPress - www.wordpress.org (you can use for a blog even if the rest of your site is NOT on WordPress) • Your website hosting company can install it for you • You can start learning it yourself – visit meetups Not recommended for business • www.blogger.com (Free hosted) • www.wordpress.com (Free hosted) • www.tumblr.com (Free)
- 15. 3. Track and Map All Changes • Use the software of your choice • Microsoft Excel works well – track old page layout and new page layout
- 16. Sample Old Page/New Page Layout
- 17. 4. Check Your Internal Links • Back to our friend Screaming Frog
- 18. 5. Check External Links • Free: Google Webmaster Tools – Search Traffic > Links to Your Site > Your Most Linked Content
- 19. Check External Links • Paid – Open Site Explorer – Majestic – SEMrush
- 20. 6. Redirects, Redirects, REDIRECTS! • What is a redirect? • A 301 redirect tells any visitor to your site (including Google) that the webpage has moved to a new location • 302 redirect – temporary Don’t use these
- 21. What is a 404? • Tells human visitors and search engine visitors that the page is not located at that address
- 22. Site Not Moved Correctly
- 23. Redirects Can Be Easy If… • You are using WordPress • There are many “plugins” for WordPress
- 25. Advanced – URL Canonical Tag <link rel="canonical" href="http://www.seotrainingdallas.com/seo-software-recommendations/" /> • Tells Google what the exact website address is of your web page o stored in the <head> section of your pages o unique to each page on your website • Another good reason to use WordPress – it handles this for you
- 26. What Happens When You Move Your Site?
- 27. What Google Does: Crawl Your Site More
- 28. Good Results: More Traffic from Google
- 29. Wrap Up • You should plan on moving your site to a new design and/or platform every 3 to 5 years • New technologies could mean you have to move your site sooner • Don’t ignore Google Webmaster Tools – Please! • STAY ORGANIZED
- 30. Let’s Connect! @BethKahlich • Digital Marketing Consultant since 2008 • Search Engine Academy since 2012 • Board Member DFWSEM.org • Instructor with SMU Continuing Education division of D Magazine
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