Clark Taylor, Atigro Chief Digital Officer presents at Digital Summit Washington DC
April 19, 2023
Migrations Are Messy: Avoid common mistakes and reduce the risk of harming your SEO performance.
Migrations are Messy | Digital Summit Washington, DC
1. MIGRATIONS ARE MESSY
Avoid common mistakes and
reduce the risk of harming
your SEO performance
DIGITAL SUMMIT | WASHINGTON, DC | APRIL 19, 2023
CLARK TAYLOR
Chief Digital Officer, Atigro
clark@atigro.com
@clarktaylor
Copyright 2023 All rights reserved Confidential
2. TODAY WE WILL REVIEW
4 Insights that’ll almost GUARANTEE
a Successful Migration
10 Big Mistakes to AVOID
A valuable DOCUMENT to ensure your
new website is SEO-friendly
Copyright 2023 All rights reserved Confidential
@clarktaylor
3. PREPARE STAKEHOLDERS
Even if everything goes smoothly, it’s not
unusual to see a decline in organic traffic
If you’re getting significant traffic and
revenue from SEO, your SEO team MUST
be tightly intertwined in every aspect
Continuous communication among all
stakeholders is required
It won’t be perfect
Copyright 2023 All rights reserved Confidential
@clarktaylor
4. SET EXPECTATIONS
You’ll need a strong project manager
This can be the most complex undertaking
you’ve ever gone through professionally
If you’re the SEO, inject your self very early
If you’re the CMO, CTO, CIO, Designer,
Developer, engage with SEO very early
If SEO is a significant part of your revenue,
this advice is critical
Copyright 2023 All rights reserved Confidential
@clarktaylor
7. THE LONG-TERM REWARD FOR DOING IT RIGHT
Copyright 2023 All rights reserved Confidential
@clarktaylor
8. Q:
What’s the difference between
a successful or a botched
migration?
Copyright 2023 All rights reserved Confidential
@clarktaylor
9. A:
A successful migration means
your new website is better
than your old website
Copyright 2023 All rights reserved Confidential
@clarktaylor
10. 4 CRITICALLY IMPORTANT THINGS
THAT MUST IMPROVE
1 SEO Fundamentals
2 Content Quality
3 Core Web Vitals (CWVs):
User Experience, Page
Speed, and Performance
4 Information Architecture
Copyright 2023 All rights reserved Confidential
@clarktaylor
11. SEO FUNDAMENTALS - 1ST OF 3 AUDITS
✔ Find technical issues that shouldn’t be carried over to new site
✔ Identify the most valuable content
✔ Capture baselines on page speed/performance, types of URLs, site
structure, internal linking and link depth
✔ Develop URL source for redirect map
✔ Use audit to develop requirements for the new site
✔ Identify low value content for removal
Copyright 2023 All rights reserved Confidential
@clarktaylor
12. CONTENT QUALITY
Google’s Helpful Content Ranking
System is real
A migration is a great time to prune
low-quality or unhelpful content
Can significantly help to shorten
recovery after migration
If you have content that’s performing
well, make as few changes as possible
Copyright 2023 All rights reserved Confidential
Timeframe: January 1, 2022 - January 9, 2023
@clarktaylor
13. PAGE SPEED AND PERFORMANCE
All areas of CWVs should be improved
✔ Largest Contentful Paint (LCP)
✔ First Input Delay (FID)
✔ Cumulative Layout Shift (CLS)
Testing before launch can be difficult
Have seen a stronger correlation
recently to improved SEO performance
Copyright 2023 All rights reserved Confidential
@clarktaylor
14. INFORMATION ARCHITECTURE
Helps users and search engines
easily find your content and
related information
Helps showcase your depth and
breadth of content
Your most important content
should be no deeper than
2-3 clicks from the homepage
Copyright 2023 All rights reserved Confidential
@clarktaylor
15. Q:
How can you make sure it
all happens?
Copyright 2023 All rights reserved Confidential
@clarktaylor
16. PLANNING AND DISCOVERY PHASE
✔ Make sure all stakeholders have input on objectives
(executives, operations, sales, marketing, advertising, content, SEO, development)
✔ Thorough audit of your entire web presence (all domains, sub-domains)
✔ Analysis of top competitors’ web presence, topic and content gaps,
performance, frameworks, platforms and other technologies
✔ Establish MVP and SEO business requirements
✔ Realistic estimates of cost and timelines
Copyright 2023 All rights reserved Confidential
@clarktaylor
17. SEO BUSINESS REQUIREMENTS
Marketing and development teams cannot provide
accurate time and cost estimates without knowing
EXACTLY what is required of the new site
SEO will develop the requirements and get formal
acceptance from marketing and development teams
Some give and take is expected but each party needs to
know the impact of each requirement and the risks
Ensures SEO-friendly website at launch, reduces risk of
catastrophic traffic loss and increases likelihood of
long-term gains
Copyright 2023 All rights reserved Confidential
@clarktaylor
23. WARNING
Not everyone will love the strict
requirements
Formal acceptance is required
Expect pushback even after
acceptance happens
Remind stakeholders of the risks
Copyright 2023 All rights reserved Confidential
@clarktaylor
24. YOU MAY GET PUSHBACK AFTER ACCEPTANCE
Me: Some URLs in the staging site are mixed case (a combination of
uppercase and lowercase)
Developer: This is a non-issue. Look at any other major website, such
as amazon.com. No one types URLs by hand… this is silly.
Me: This requirement is not because people enter URLs by hand. It is
because Google will treat uppercase and lowercase URLs as unique
indexable URLs, causing confusing on which URL it should rank.
Copyright 2023 All rights reserved Confidential
@clarktaylor
25. TOP 10 BIG MISTAKES
TO AVOID
Copyright 2022 All rights reserved Confidential
@clarktaylor
26. TOP 10 BIG MISTAKES TO AVOID
1 Not testing a beta version
2 Migrating to a new domain that
has been tarnished, penalized
3 Improper redirects – 302s instead
of 301s, redirect loops, long
redirect chains, redirecting all
pages to the new homepage
4 Failure to think mobile-first in the
new design
5 Forgetting about legacy content
Copyright 2023 All rights reserved Confidential
6 Migrating everything without
being selective
7 Setting up a new Google Analytics
account
8 Meta-robots noindex, or robots.txt
block on new site
9 Forgetting to update paid
campaigns, Google Business
Profile, social profiles
10 No reset button in place, fail to
save backup of old site
@clarktaylor
27. TOP 10 BIG MISTAKES TO AVOID
1 Not testing a beta version
2 Migrating to a new domain that
has been tarnished, penalized
3 Improper redirects – 302s instead
of 301s, redirect loops, long
redirect chains, redirecting all
pages to the new homepage
4 Failure to think mobile-first in the
new design
5 Forgetting about legacy content
Copyright 2023 All rights reserved Confidential
6 Migrating everything without
being selective
7 Setting up a new Google Analytics
account
8 Meta-robots noindex, or robots.txt
block on new site
9 Forgetting to update paid
campaigns, Google Business
Profile, social profiles
10 No reset button in place, fail to
save backup of old site
@clarktaylor
28. TOP 10 BIG MISTAKES TO AVOID
1 Not testing a beta version
2 Migrating to a new domain that
has been tarnished, penalized
3 Improper redirects – 302s instead
of 301s, redirect loops, long
redirect chains, redirecting all
pages to the new homepage
4 Failure to think mobile-first in the
new design
5 Forgetting about legacy content
Copyright 2023 All rights reserved Confidential
6 Migrating everything without
being selective
7 Setting up a new Google Analytics
account
8 Meta-robots noindex, or robots.txt
block on new site
9 Forgetting to update paid
campaigns, Google Business
Profile, social profiles
10 No reset button in place, fail to
save backup of old site
@clarktaylor
29. TOP 10 BIG MISTAKES TO AVOID
1 Not testing a beta version
2 Migrating to a new domain that
has been tarnished, penalized
3 Improper redirects – 302s instead
of 301s, redirect loops, long
redirect chains, redirecting all
pages to the new homepage
4 Failure to think mobile-first in the
new design
5 Forgetting about legacy content
Copyright 2023 All rights reserved Confidential
6 Migrating everything without
being selective
7 Setting up a new Google Analytics
account
8 Meta-robots noindex, or robots.txt
block on new site
9 Forgetting to update paid
campaigns, Google Business
Profile, social profiles
10 No reset button in place, fail to
save backup of old site
@clarktaylor
30. TOP 10 BIG MISTAKES TO AVOID
1 Not testing a beta version
2 Migrating to a new domain that
has been tarnished, penalized
3 Improper redirects – 302s instead
of 301s, redirect loops, long
redirect chains, redirecting all
pages to the new homepage
4 Failure to think mobile-first in the
new design
5 Forgetting about legacy content
Copyright 2023 All rights reserved Confidential
6 Migrating everything without
being selective
7 Setting up a new Google Analytics
account
8 Meta-robots noindex, or robots.txt
block on new site
9 Forgetting to update paid
campaigns, Google Business
Profile, social profiles
10 No reset button in place, fail to
save backup of old site
@clarktaylor
31. TOP 10 BIG MISTAKES TO AVOID
1 Not testing a beta version
2 Migrating to a new domain that
has been tarnished, penalized
3 Improper redirects – 302s instead
of 301s, redirect loops, long
redirect chains, redirecting all
pages to the new homepage
4 Failure to think mobile-first in the
new design
5 Forgetting about legacy content
Copyright 2023 All rights reserved Confidential
6 Migrating everything without
being selective
7 Setting up a new Google Analytics
account
8 Meta-robots noindex, or robots.txt
block on new site
9 Forgetting to update paid
campaigns, Google Business
Profile, social profiles
10 No reset button in place, fail to
save backup of old site
@clarktaylor
32. TOP 10 BIG MISTAKES TO AVOID
1 Not testing a beta version
2 Migrating to a new domain that
has been tarnished, penalized
3 Improper redirects – 302s instead
of 301s, redirect loops, long
redirect chains, redirecting all
pages to the new homepage
4 Failure to think mobile-first in the
new design
5 Forgetting about legacy content
Copyright 2023 All rights reserved Confidential
6 Migrating everything without
being selective
7 Setting up a new Google Analytics
account
8 Meta-robots noindex, or robots.txt
block on new site
9 Forgetting to update paid
campaigns, Google Business
Profile, social profiles
10 No reset button in place, fail to
save backup of old site
@clarktaylor
33. TOP 10 BIG MISTAKES TO AVOID
1 Not testing a beta version
2 Migrating to a new domain that
has been tarnished, penalized
3 Improper redirects – 302s instead
of 301s, redirect loops, long
redirect chains, redirecting all
pages to the new homepage
4 Failure to think mobile-first in the
new design
5 Forgetting about legacy content
Copyright 2023 All rights reserved Confidential
6 Migrating everything without
being selective
7 Setting up a new Google Analytics
account
8 Meta-robots noindex, or
robots.txt block on new site
9 Forgetting to update paid
campaigns, Google Business
Profile, social profiles
10 No reset button in place, fail to
save backup of old site
@clarktaylor
34. TOP 10 BIG MISTAKES TO AVOID
1 Not testing a beta version
2 Migrating to a new domain that
has been tarnished, penalized
3 Improper redirects – 302s instead
of 301s, redirect loops, long
redirect chains, redirecting all
pages to the new homepage
4 Failure to think mobile-first in the
new design
5 Forgetting about legacy content
Copyright 2023 All rights reserved Confidential
6 Migrating everything without
being selective
7 Setting up a new Google Analytics
account
8 Meta-robots noindex, or
robots.txt block on new site
9 Forgetting to update paid
campaigns, Google Profile, social
profiles
10 No reset button in place, fail to
save backup of old sit
@clarktaylor
35. TOP 10 BIG MISTAKES TO AVOID
1 Not testing a beta version
2 Migrating to a new domain that
has been tarnished, penalized
3 Improper redirects – 302s instead
of 301s, redirect loops, long
redirect chains, redirecting all
pages to the new homepage
4 Failure to think mobile-first in the
new design
5 Forgetting about legacy content
Copyright 2023 All rights reserved Confidential
6 Migrating everything without
being selective
7 Setting up a new Google Analytics
account
8 Meta-robots noindex, or
robots.txt block on new site
9 Forgetting to update paid
campaigns, Google Business
Profile, social profiles
10 No reset button in place, fail to
save backup of old site
@clarktaylor
36. TOP 10 BIG MISTAKES TO AVOID
1 Not testing a beta version
2 Migrating to a new domain that
has been tarnished, penalized
3 Improper redirects – 302s instead
of 301s, redirect loops, long
redirect chains, redirecting all
pages to the new homepage
4 Failure to think mobile-first in the
new design
5 Forgetting about legacy content
Copyright 2023 All rights reserved Confidential
6 Migrating everything without
being selective
7 Setting up a new Google Analytics
account
8 Meta-robots noindex, or
robots.txt block on new site
9 Forgetting to update paid
campaigns, Google Business
Profile, social profiles
10 No reset button in place, fail to
save backup of old site
@clarktaylor
37. SEO BUSINESS REQUIREMENTS DOCUMENT
Some SEOs may have very
different requirements
Find links to site migration
checklists from seoClarity
and Semrush
Copyright 2023 All rights reserved Confidential
atigro.com/digital-summit-dc-2023
@clarktaylor