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#movingurls at #searchlove by @aleyda from @orainti#movingurls at #searchlove by @aleyda from @orainti
Moving URLsImplementing structural Web changes 

without losing your rankings
#movingurls at #searchlove by @aleyda from @orainti
#movingurls at #searchlove by @aleyda from @orainti#movingurls at #searchlove by @aleyda from @orainti
Structural Web changes will find you 

at any given day as an SEO consultant…
#movingurls at #searchlove by @aleyda from @orainti
#movingurls at #searchlove by @aleyda from @orainti
They give you an amazing
opportunity to clean, 

reorganize and improve
what you already have
#movingurls at #searchlove by @aleyda from @orainti
#movingurls at #searchlove by @aleyda from @orainti
Like this
#movingurls at #searchlove by @aleyda from @orainti
#movingurls at #searchlove by @aleyda from @orainti
But frequently these
moves don’t take SEO
into consideration
#movingurls at #searchlove by @aleyda from @orainti
#movingurls at #searchlove by @aleyda from @orainti
Which can have catastrophic results 

and urgent needs for SEO help
#movingurls at #searchlove by @aleyda from @orainti
#movingurls at #searchlove by @aleyda from @orainti
No kidding
BEFORE AFTER
#movingurls at #searchlove by @aleyda from @orainti
#movingurls at #searchlove by @aleyda from @orainti
Aleyda Solis
* International SEO Consultant & Founder at Orainti.
* Conference Speaker in +100 Events in +20 Countries.
* Author “SEO. Las Claves Esenciales.”
* Blogger in Search Engine Land & Search Engine Journal.
I’m an SEO consultant -not a moving expert-, but I’m going to
show you how to handle these situations to achieve success
#movingurls at #searchlove by @aleyda from @orainti
#movingurls at #searchlove by @aleyda from @orainti#movingurls at #searchlove by @aleyda from @orainti
HTTPS migrations
Products/Website Rebranding
International Web Consolidation
Not all moves are equal, so it’s critical to establish first 

where do you need to go and for what purpose
Implementing hreflang Implementing non-canonical AMP
Change URL to
crawl, index and
rank in the same or
different domain
Display new URLs
in Google’s SERPs,
without changing
the indexing
configuration
Display different
existing URLs in
Google’s SERPs
without changing
the indexing
configuration
#movingurls at #searchlove by @aleyda from @orainti
Whatever the type of scenario, is critical to align general &
specific SEO principles through the whole moving process
2.
Execute
1.
Plan & Test
3.
Validate & Monitor
Display different existing URLs in Google’s SERPs without changing the indexing configuration
Change URL to crawl, index and rank in the same or different domain
Display new URLs in Google’s SERPs, without changing the indexing configuration
#movingurls at #searchlove by @aleyda from @orainti
Category level
Site level
URL levelHTTPS migration
Website rebranding
AMP implementation for the blog
Canonicalization change
Let’s start by planning, identifying the affected URLs
based on the moving scope
#movingurls at #searchlove by @aleyda from @orainti
Revise these URLs configuration, optimisation & ranking
status to see what should be kept, changed or improved
Crawlability
indexability
Ranked Queries
Traffic
External Links
Affected URL SSL Certificate
Content Relevance
Internal Links
Mobile
Used images & resources
Robots.txt, parameters handling via GSC
Meta robots and canonical tag configuration
Internationalization Hreflang tag, geolocation via GSC
Position, SERP features
Speed
Alternate tags for independent mobile, AMP
#movingurls at #searchlove by @aleyda from @orainti
To correctly update their configuration in order 

to achieve the relevant moving scenario goal
Old New
301-Redirects
Update Links
Update XML
Sitemap
Change URL to
crawl, index and
rank in the same or
different domain
Display new URLs
in Google’s SERPs,
without changing
the indexing
configuration
Display different
existing URLs in
Google’s SERPs
without changing
the indexing
configuration
#movingurls at #searchlove by @aleyda from @orainti
Old New
As well as to improve their current optimization status 

to make the most out of the moving opportunity
Thin, Duplicate Content
Slow Speed
Hierarchical Navigation
Relevant Titles
Page specific, expanded Content
Fast Speed
Hierarchical Navigation
Relevant Titles
301-Redirects
Update Links
Update XML
Sitemap
Change URL to
crawl, index and
rank in the same or
different domain
Display new URLs
in Google’s SERPs,
without changing
the indexing
configuration
Display different
existing URLs in
Google’s SERPs
without changing
the indexing
configuration
#movingurls at #searchlove by @aleyda from @orainti
Once defined, align and agree with the stakeholders to get
approval, resources & support for their implementation
SEO
Design & UX Development
Marketing
#movingurls at #searchlove by @aleyda from @orainti
Let’s go through each scenario

Change URL to
crawl, index and
rank in the same or
different domain
Display new URLs
in Google’s SERPs,
without changing
the indexing
configuration
Display different
existing URLs in
Google’s SERPs
without changing
the indexing
configuration
HTTPS migrations
Products/Website Rebranding
International Web Consolidation
Implementing hreflang Implementing non-canonical AMP
#movingurls at #searchlove by @aleyda from @orainti
Display different existing URLs in
Google’s SERPs without changing the
indexing configuration
Implementing Hreflang
#movingurls at #searchlove by @aleyda from @orainti
Sometimes the wrong country or language page of an
international Website is shown in search results
#movingurls at #searchlove by @aleyda from @orainti
These misaligned search results will have 

worse rankings, CTR and conversions
This happens with a UK ccTLD
#movingurls at #searchlove by @aleyda from @orainti
hreflang comes to the rescue allowing to specify each page
language and country as well as its alternate versions
x.com/us/
Add hreflang Tags
x.com/uk/
Add hreflang Tags
<link rel="canonical" href="https://x/us/" />
<link rel="alternate" href=“https://x/us/“ hreflang="en-us" />
<link rel="alternate" href=“https://x/uk/“ hreflang=“en-gb" />
<link rel="canonical" href=“https://x/uk/" />
<link rel="alternate" href=“https://x/us/“ hreflang="en-us" />
<link rel="alternate" href=“https://x/uk/“ hreflang=“en-gb" />
Existing US Page Existing UK Page
#movingurls at #searchlove by @aleyda from @orainti
All while keeping them all indexed, self-canonicalizing each
x.com/us/
Add hreflang Tags
x.com/uk/
Add hreflang Tags
<link rel="canonical" href="https://x/us/" />
<link rel="alternate" href=“https://x/us/“ hreflang="en-us" />
<link rel="alternate" href=“https://x/uk/“ hreflang=“en-gb" />
<link rel="canonical" href=“https://x/uk/" />
<link rel="alternate" href=“https://x/us/“ hreflang="en-us" />
<link rel="alternate" href=“https://x/uk/“ hreflang=“en-gb" />
Existing US Page Existing UK Page
#movingurls at #searchlove by @aleyda from @orainti
How implementing
hreflang annotations
can cause issues then?
#movingurls at #searchlove by @aleyda from @orainti
#movingurls at #searchlove by @aleyda from @orainti
When canonicalizing all international pages to the initial or
main version, making them to not rank by themselves
Change to: <link rel="canonical" href=“https://www.airbnb.mx“ />
#movingurls at #searchlove by @aleyda from @orainti
Including non-canonical, non-indexable URLs 

versions in the hreflang annotations
Change to: <link rel="alternate" hreflang=“en-gb” href=“https://www.x.com/uk“ />
#movingurls at #searchlove by @aleyda from @orainti
As well as including URLs that are redirecting to others
#movingurls at #searchlove by @aleyda from @orainti
Adding hreflang annotations in non-supported 

formats with non-existing values
link rel alternate hreflang="pt-br"
link rel alternate hreflang="en-ca"
Not supported
link rel alternate hreflang="es-mx"
link rel alternate hreflang="en-us"
#movingurls at #searchlove by @aleyda from @orainti
All these will trigger hreflang errors in Google Search
Console and won’t show the desired page in SERPs
#movingurls at #searchlove by @aleyda from @orainti
Here’s how
you can avoid
these issues…
#movingurls at #searchlove by @aleyda from @orainti
#movingurls at #searchlove by @aleyda from @orainti
Use the accepted ISO 639-1 values for languages and ISO
3166-1 for countries as well as the specified tags formats
bit.ly/generatorhreflang
#movingurls at #searchlove by @aleyda from @orainti
Simplify hreflang implementation by avoiding to add it to
every single page of your different international versions
#movingurls at #searchlove by @aleyda from @orainti
Add it only in those pages attracting rankings from non-
relevant countries or languages you can find in GSC
#movingurls at #searchlove by @aleyda from @orainti
Include it via HTML for an easier management and use XML

sitemaps when you can’t change code or have too many
#movingurls at #searchlove by @aleyda from @orainti
When implementing hreflang via HTML, 

place them at the start of the head code
http://ohgm.co.uk/hreflang-tags-not-respected-how-to-solve/
#movingurls at #searchlove by @aleyda from @orainti
If you need to implement them in XML sitemaps organize
them hierarchically to easily identify and fix issues
COUNTRY
LANGUAGE
CATEGORY
TYPE
#movingurls at #searchlove by @aleyda from @orainti
Validate hreflang implementation in a test environment
before launching by using SEO crawlers
Deepcrawl, Sitebulb, ScreamingFrog, Ryte
#movingurls at #searchlove by @aleyda from @orainti
Monitor any remaining issues through the Search Console 

and prioritise those affecting more pages
#movingurls at #searchlove by @aleyda from @orainti
Rinse and repeat until there are no errors left
#movingurls at #searchlove by @aleyda from @orainti
You’ll start showing the relevant market pages in search
results with positive visibility & engagement trend from them
#movingurls at #searchlove by @aleyda from @orainti
If you want to learn more about hreflang configuration, 

check out these slides from a presentation about it
https://www.slideshare.net/aleydasolis/setting-hreflang-for-international-serp-success-smxeast
#movingurls at #searchlove by @aleyda from @orainti
The hreflang URL
move is now fixed,
let’s go a bit further…
#movingurls at #searchlove by @aleyda from @orainti
Display new URLs in Google’s SERPs,
without changing the indexing
configuration
Implementing non-canonical AMP
#movingurls at #searchlove by @aleyda from @orainti
Having a fast mobile Website is one of the fundamental
aspects of user experience, influencing conversions & results
#movingurls at #searchlove by @aleyda from @orainti
This is our mobile Web speed reality though
#movingurls at #searchlove by @aleyda from @orainti
This is why Google launched AMP to facilitate the generation
of faster Mobile pages by pre-optimizing & caching them
#movingurls at #searchlove by @aleyda from @orainti
AMP URLs should be generated parallelly and
canonicalised towards the original “slower” mobile pages
x.com/blog/post/
Add amphtml Tag
x.com/blog/post/amp/
Create valid AMP page
Add canonical Tag
<link rel="canonical" href=“https://x.com/blog/post/“ />
<link rel="amphtml" href=“https//x.com/blog/post/amp/">
<link rel="canonical" href=“https//x.com/blog/post/“ />
New alternate AMP URLExisting Page
#movingurls at #searchlove by @aleyda from @orainti
Like Forbes does here

Canonical URL AMP URL
https://www.forbes.com/sites/alanwolk/2017/09/07/apple-is-
losing-its-cool-factor-and-thats-a-problem-if-they-want-to-break-
into-tv/#4707740c71f8
https://www.forbes.com/sites/alanwolk/2017/09/07/apple-is-
losing-its-cool-factor-and-thats-a-problem-if-they-want-to-break-
into-tv/amp/
#movingurls at #searchlove by @aleyda from @orainti
Making the AMP version much faster to load

Canonical URL AMP URL
https://www.forbes.com/sites/alanwolk/2017/09/07/apple-is-
losing-its-cool-factor-and-thats-a-problem-if-they-want-to-break-
into-tv/#4707740c71f8
https://www.forbes.com/sites/alanwolk/2017/09/07/apple-is-
losing-its-cool-factor-and-thats-a-problem-if-they-want-to-break-
into-tv/amp/
#movingurls at #searchlove by @aleyda from @orainti
Although not a ranking factor, Google made it a
requirement to be included in the Top Stories Carrousel
#movingurls at #searchlove by @aleyda from @orainti
It is also shown in mobile organic search results 

for any page with a valid AMP version
AMP article rich results

Can be free-standing in the results page, or
embedded in a carousel of similar result types.
All AMP article rich results are also rich results.
AMP non-rich results

A basic, non-graphical search
result pointing to the AMP page.
#movingurls at #searchlove by @aleyda from @orainti
Which has made its usage to explode
https://www.semrush.com/sensor/
#movingurls at #searchlove by @aleyda from @orainti
Making some sites to see more organic visibility and traffic
with its AMP results than the ones of their original URLs
AMP Rich Results
AMP Non-Rich Results
Non-AMP Results
#movingurls at #searchlove by @aleyda from @orainti
How implementing AMP
can cause issues then?
#movingurls at #searchlove by @aleyda from @orainti
#movingurls at #searchlove by @aleyda from @orainti
Many sites have started to use it without assessing if it
would be really relevant for them, seeing a negative impact
#movingurls at #searchlove by @aleyda from @orainti
Your “own” URLs won’t be displayed in mobile search results
but the ones of AMP cache, needing additional tracking
#movingurls at #searchlove by @aleyda from @orainti
Although this has been announced that 

is going to be changed later this year
#movingurls at #searchlove by @aleyda from @orainti
An inconsistent UI will also likely have a negative 

impact on the site user engagement
ORIGINAL MOBILE PAGE
<> AMP VERSION
#movingurls at #searchlove by @aleyda from @orainti
As well as not detecting and redirecting 

non-mobile users to the original desktop page
DON’T DO THIS
#movingurls at #searchlove by @aleyda from @orainti
Implementation errors are common and won’t allow 

to show AMP URLs in the mobile search results
https://www.semrush.com/blog/amp-mistakes-semrush-study/
#movingurls at #searchlove by @aleyda from @orainti
Which can end-up having these results
#movingurls at #searchlove by @aleyda from @orainti
Here’s how you
can avoid these
AMP issues…
#movingurls at #searchlove by @aleyda from @orainti
Beware that it has been announced that in the future you
will be able to obtain AMP benefits with non-AMP content
https://amphtml.wordpress.com/2018/03/08/standardizing-lessons-learned-from-amp/
#movingurls at #searchlove by @aleyda from @orainti
Verify then if it’s a relevant option based on your short 

and long-term needs, goals and resources
You have mobile
Web speed issues but
can’t improve your
own site
You need to be
included in Google’s
Top Stories Carrousel
ASAP*
You’re building a new
site and AMP offers
the easiest way to
implement your
desired functionality
1 2 3
#movingurls at #searchlove by @aleyda from @orainti
If it’s a matter of extra visibility, see what your competitors
or top industry players are ranking for already with AMP
https://www.sistrix.com/
#movingurls at #searchlove by @aleyda from @orainti
Check if your site functionalities can 

be implemented with AMP components
https://www.ampproject.org/docs/reference/components
#movingurls at #searchlove by @aleyda from @orainti
Non-Canonical AMP
Canonical AMP
Keep this also in mind when choosing the most 

cost-effective way to integrate AMP in your site
Independent
Mobile Web
brand.com
m.brand.com
brand.com
m.brand.com
m.brand.com/amp
Responsive or
Dynamic Web
brand.com
brand.com
brand.com/amp
#movingurls at #searchlove by @aleyda from @orainti
Complexity can be higher when selecting to 

use AMP along an independent mobile setting
Desktop Web
Independent Mobile Web Version
AMP version
Canonicalize to
Independent Mobile Web in AMP
Canonicalizes to
Desktop Web
vs
#movingurls at #searchlove by @aleyda from @orainti
Whatever you choose, it’s critical to redirect visitors based
on their user agent, as you do with independent mobile URLs
AMP URL Desktop URL
Desktop
Users
301-
Redirect
#movingurls at #searchlove by @aleyda from @orainti
Google also requires AMP URLs to include the same 

content than canonical ones to be shown in SERPs
#movingurls at #searchlove by @aleyda from @orainti
The goal is to keep the UI, content and functionality
consistent when using non-canonical AMP
=ORIGINAL MOBILE PAGE AMP VERSION
#movingurls at #searchlove by @aleyda from @orainti
This includes also the implementation of 

hreflang annotations
https://ampbyexample.com/introduction/internationalization/
#movingurls at #searchlove by @aleyda from @orainti
Most of AMP errors will be caused by using tags, 

attributes and values that are not allowed
Name of Mistake % of Affected Sites
Disallowed attribute 45 %
Disallowed tag 44 %
Invalid attribute value 38 %
Invalid URL protocol 36 %
Invalid URL 34 %
Mandatory tag ancestor with hint 26 %
Disallowed style attribute 20 %
Mandatory attribute missing 13 %
Wrong parent tag 12 %
Missing URL 10 %
https://www.semrush.com/blog/amp-mistakes-semrush-study/
#movingurls at #searchlove by @aleyda from @orainti
Avoid them by sharing the required AMP markup as well as
the validation errors when planning the development
+
https://www.ampproject.org/docs/reference/validation_errors
#movingurls at #searchlove by @aleyda from @orainti
Opt-in for Google Analytics AMP Client ID API 

to correctly track AMP on Cache
https://support.google.com/analytics/answer/7486764
#movingurls at #searchlove by @aleyda from @orainti
Verify during development the AMP compliance of 

your top pages in real time with the code validator
https://validator.ampproject.org/
#movingurls at #searchlove by @aleyda from @orainti
Crawl the whole site before launching it, simulating the
mobile googlebot to look for remaining issues
https://www.deepcrawl.com/
#movingurls at #searchlove by @aleyda from @orainti
Prioritize to fix the critical issues before launching, 

to be able to show AMP in Mobile SERPs as expected
https://sitebulb.com/
#movingurls at #searchlove by @aleyda from @orainti
After launching look for any remaining errors 

in the new Google Search Console AMP report
#movingurls at #searchlove by @aleyda from @orainti
Select critical errors in the report and start 

checking & fixing those affecting more pages
#movingurls at #searchlove by @aleyda from @orainti
This is now made easier by the new search console, 

by checking the code and with live validation
#movingurls at #searchlove by @aleyda from @orainti
Rinse and repeat with the critical errors until there 

is none left and then move on with the warnings
#movingurls at #searchlove by @aleyda from @orainti
You’ll see then a positive visibility trend while keeping your
engagement metrics and providing the desired functionality
#movingurls at #searchlove by @aleyda from @orainti
Use rank trackers to monitor the AMP visibility for 

targeted queries you’re not ranking for yet
https://www.seomonitor.com/
#movingurls at #searchlove by @aleyda from @orainti
As well as keeping track of what you’re competitors 

are targeting with their AMP content that you’re not yet
https://www.semrush.com/
#movingurls at #searchlove by @aleyda from @orainti
If at some point you want to disable AMP, eliminate the
amphtml tags and 301-redirect to your canonical URLs
https://developers.google.com/search/docs/guides/remove-amp
#movingurls at #searchlove by @aleyda from @orainti
If you want to learn more about AMP, check out my
presentation about the topic from the #AMPConf
https://www.aleydasolis.com/en/search-engine-optimization/amp-accelerated-mobile-pages/
#movingurls at #searchlove by @aleyda from @orainti
The AMP moving issue
is now fixed, let’s go
even further…
#movingurls at #searchlove by @aleyda from @orainti
Change URL to crawl, index and rank 

in the same or different domain
HTTPS migrations
Products/Website Rebranding
International Web Consolidation
#movingurls at #searchlove by @aleyda from @orainti
You might still need to move your site to HTTPS, which 

is now a must to give a secure Web experience
#movingurls at #searchlove by @aleyda from @orainti
Or you might need to to rebrand your overall 

business or certain products or services
#movingurls at #searchlove by @aleyda from @orainti
For these Web migrations, it’s critical to establish if it’s
only a matter of a technical change, like with HTTPS
http://x.com/ https://x.com/
<link rel="canonical" href=“http://x.com/“ /> <link rel="canonical" href=“https://x.com/“ />
HTTPS URLHTTP URL
301-Redirect SSL Certificate
Update links
Update XML
Sitemaps
Update Images &
Resources
#movingurls at #searchlove by @aleyda from @orainti
Or also requires a content change, for example 

when rebranding a business or product
#movingurls at #searchlove by @aleyda from @orainti
How Web migrations
can generate problems?
#movingurls at #searchlove by @aleyda from @orainti
#movingurls at #searchlove by @aleyda from @orainti
When redirects from the old to the new URLs are temporary
302’s & the HTTPS URLs canonicalise to HTTP ones
#movingurls at #searchlove by @aleyda from @orainti
When the old URLs 301-redirect to non-indexed 

or error pages
#movingurls at #searchlove by @aleyda from @orainti
When URLs that had incoming external links are 

not redirected and are returning 404 http status errors
#movingurls at #searchlove by @aleyda from @orainti
When the new pages are still linking 

to the old redirected URLs in HTTP
#movingurls at #searchlove by @aleyda from @orainti
When both, HTTP and HTTPS URLs are accessible, and
HTTP URLs are just canonicalising instead of redirecting
#movingurls at #searchlove by @aleyda from @orainti
Which can end-up causing this type of organic search
visibility and traffic loss when implementing the migration
New SiteOld Site
#movingurls at #searchlove by @aleyda from @orainti
Here’s how you can
avoid these Web
migrations issues…
#movingurls at #searchlove by @aleyda from @orainti
Since Google chooses canonical URLs based on a number
of signals it is a must to align as many as possible
https://support.google.com/webmasters/answer/139066?hl=en
#movingurls at #searchlove by @aleyda from @orainti
To avoid leaving anything out, crawl all the 

affected URLs and gather their SEO metrics
Crawlability
Indexability
Internal linking
Relevance
Rankings
Traffic
Link popularity
Speed
#movingurls at #searchlove by @aleyda from @orainti
You can do this easily by integrating third-party 

data sources directly into your crawl simulation
Screaming Frog & Deepcrawl
#movingurls at #searchlove by @aleyda from @orainti
This will also allow you to identify orphan pages, to avoid
missing any important URLs that you need to migrate
#movingurls at #searchlove by @aleyda from @orainti
Obtain the traffic and ranked queries for 

which these pages are ranking
URLProfiler
#movingurls at #searchlove by @aleyda from @orainti
So you can easily consolidate all the information of the 

top pages to be prioritised in the Web migration
Top Pages Technical Configuration Relevance Popularity Traffic Ranked Queries
#movingurls at #searchlove by @aleyda from @orainti
And be able to assess well if they should be kept or not, 

and where they should be migrated in the new location
#movingurls at #searchlove by @aleyda from @orainti
Establishing the patterns to keep or to improve in the new
pages vs. the old URLs technical and content status
Old Pages Titles, Descriptions & H1s New Pages Titles, Descriptions & H1s
#movingurls at #searchlove by @aleyda from @orainti
As well as defining pages that might need to be created to
keep certain rankings based on the scenario, like a rebrand
Old Pages
New Pages
Legacy Pages
Old Branded

Queries
Transactional
Queries and
New Branded
Queries
Transactional
Queries and Old
Branded Queries
#movingurls at #searchlove by @aleyda from @orainti
Implement this first in a private test environment, 

blocked to external access without authentication
#movingurls at #searchlove by @aleyda from @orainti
List crawl the old URLs to check if the 301-redirects have
been set as specified & go to the relevant new locations
#movingurls at #searchlove by @aleyda from @orainti
Do a full audit of the new Web destination in test to also
check if the new pages are completely optimised as specified
#movingurls at #searchlove by @aleyda from @orainti
If it’s a new Web location, set it also with Analytics & Search
Console, and remember to use the old settings if relevant
#movingurls at #searchlove by @aleyda from @orainti
When doing an HTTPS switch make sure the certificate is
previously installed, including subdomains & CDN zones
#movingurls at #searchlove by @aleyda from @orainti
After launching the migration to production check if the 301
redirects from the old to new URLs have been implemented
#movingurls at #searchlove by @aleyda from @orainti
Prioritise to fix those high-traffic pages with 301-redirects
going to wrong or non-indexable pages and redirects chains
#movingurls at #searchlove by @aleyda from @orainti
Crawl the new web location and make sure the new pages 

are not only accessible but optimised as recommended
#movingurls at #searchlove by @aleyda from @orainti
Look for URLs in the new location that might be blocked,
non-indexed or also linking or canonicalising to the old URLs
#movingurls at #searchlove by @aleyda from @orainti
If the migration has included an HTTPS switch 

make sure there are no mixed content issues too
#movingurls at #searchlove by @aleyda from @orainti
Once fixed, you can submit your new URLs & XML 

sitemaps to be re-crawled via the Search Console
#movingurls at #searchlove by @aleyda from @orainti
If this is a sub-domain or domain level migration you can
also specify it through GSC’s “Change of Address”
#movingurls at #searchlove by @aleyda from @orainti
Use the new Search Console “Index Coverage” to monitor if
the new URLs start getting indexed & the old ones disappear
#movingurls at #searchlove by @aleyda from @orainti
Verify which have been already included and which 

have been left out the index & the reason, to fix them
#movingurls at #searchlove by @aleyda from @orainti
Compare the new vs. old locations main ranked queries 

& pages, as well as SERP features w/ Search Console
Last 28 Days
15 Days Before and After the Migration
new website locationold website location
#movingurls at #searchlove by @aleyda from @orainti
Check that rankings & CTR of your top queries in the new
location are regained w/ the relevant pages over time
#movingurls at #searchlove by @aleyda from @orainti
Monitor the trend of additional keywords w/ your own rank
tracker, organising them in groups to facilitate analysis
SEOmonitor
#movingurls at #searchlove by @aleyda from @orainti
Complement your own tracking by following-up with 

third-party visibility indexes to identify additional issues
New site has not completely
regained top 3 rankings
#movingurls at #searchlove by @aleyda from @orainti
Assess the new rankings impact in your pages traffic and
conversions, to identify additional actions to improve them
#movingurls at #searchlove by @aleyda from @orainti
By doing all this you should see a positive post

migration organic search visibility & traffic trend
#movingurls at #searchlove by @aleyda from @orainti
Use also this migration checklist and guides I’ve 

written as references to avoid leaving anything out
http://bit.ly/checklisttohttps http://bit.ly/monitoringmigrations http://bit.ly/recoveringmigration
#movingurls at #searchlove by @aleyda from @orainti
You should be good
to move now…
#movingurls at #searchlove by @aleyda from @orainti
It’s time to go!

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Moving URLs: Structural Web changes 
without losing rankings #SearchLove

  • 1. #movingurls at #searchlove by @aleyda from @orainti#movingurls at #searchlove by @aleyda from @orainti Moving URLsImplementing structural Web changes 
 without losing your rankings #movingurls at #searchlove by @aleyda from @orainti
  • 2. #movingurls at #searchlove by @aleyda from @orainti#movingurls at #searchlove by @aleyda from @orainti Structural Web changes will find you 
 at any given day as an SEO consultant… #movingurls at #searchlove by @aleyda from @orainti
  • 3. #movingurls at #searchlove by @aleyda from @orainti They give you an amazing opportunity to clean, 
 reorganize and improve what you already have #movingurls at #searchlove by @aleyda from @orainti
  • 4. #movingurls at #searchlove by @aleyda from @orainti Like this #movingurls at #searchlove by @aleyda from @orainti
  • 5. #movingurls at #searchlove by @aleyda from @orainti But frequently these moves don’t take SEO into consideration #movingurls at #searchlove by @aleyda from @orainti
  • 6. #movingurls at #searchlove by @aleyda from @orainti Which can have catastrophic results 
 and urgent needs for SEO help #movingurls at #searchlove by @aleyda from @orainti
  • 7. #movingurls at #searchlove by @aleyda from @orainti No kidding BEFORE AFTER #movingurls at #searchlove by @aleyda from @orainti
  • 8. #movingurls at #searchlove by @aleyda from @orainti Aleyda Solis * International SEO Consultant & Founder at Orainti. * Conference Speaker in +100 Events in +20 Countries. * Author “SEO. Las Claves Esenciales.” * Blogger in Search Engine Land & Search Engine Journal. I’m an SEO consultant -not a moving expert-, but I’m going to show you how to handle these situations to achieve success #movingurls at #searchlove by @aleyda from @orainti
  • 9. #movingurls at #searchlove by @aleyda from @orainti#movingurls at #searchlove by @aleyda from @orainti HTTPS migrations Products/Website Rebranding International Web Consolidation Not all moves are equal, so it’s critical to establish first 
 where do you need to go and for what purpose Implementing hreflang Implementing non-canonical AMP Change URL to crawl, index and rank in the same or different domain Display new URLs in Google’s SERPs, without changing the indexing configuration Display different existing URLs in Google’s SERPs without changing the indexing configuration
  • 10. #movingurls at #searchlove by @aleyda from @orainti Whatever the type of scenario, is critical to align general & specific SEO principles through the whole moving process 2. Execute 1. Plan & Test 3. Validate & Monitor Display different existing URLs in Google’s SERPs without changing the indexing configuration Change URL to crawl, index and rank in the same or different domain Display new URLs in Google’s SERPs, without changing the indexing configuration
  • 11. #movingurls at #searchlove by @aleyda from @orainti Category level Site level URL levelHTTPS migration Website rebranding AMP implementation for the blog Canonicalization change Let’s start by planning, identifying the affected URLs based on the moving scope
  • 12. #movingurls at #searchlove by @aleyda from @orainti Revise these URLs configuration, optimisation & ranking status to see what should be kept, changed or improved Crawlability indexability Ranked Queries Traffic External Links Affected URL SSL Certificate Content Relevance Internal Links Mobile Used images & resources Robots.txt, parameters handling via GSC Meta robots and canonical tag configuration Internationalization Hreflang tag, geolocation via GSC Position, SERP features Speed Alternate tags for independent mobile, AMP
  • 13. #movingurls at #searchlove by @aleyda from @orainti To correctly update their configuration in order 
 to achieve the relevant moving scenario goal Old New 301-Redirects Update Links Update XML Sitemap Change URL to crawl, index and rank in the same or different domain Display new URLs in Google’s SERPs, without changing the indexing configuration Display different existing URLs in Google’s SERPs without changing the indexing configuration
  • 14. #movingurls at #searchlove by @aleyda from @orainti Old New As well as to improve their current optimization status 
 to make the most out of the moving opportunity Thin, Duplicate Content Slow Speed Hierarchical Navigation Relevant Titles Page specific, expanded Content Fast Speed Hierarchical Navigation Relevant Titles 301-Redirects Update Links Update XML Sitemap Change URL to crawl, index and rank in the same or different domain Display new URLs in Google’s SERPs, without changing the indexing configuration Display different existing URLs in Google’s SERPs without changing the indexing configuration
  • 15. #movingurls at #searchlove by @aleyda from @orainti Once defined, align and agree with the stakeholders to get approval, resources & support for their implementation SEO Design & UX Development Marketing
  • 16. #movingurls at #searchlove by @aleyda from @orainti Let’s go through each scenario
 Change URL to crawl, index and rank in the same or different domain Display new URLs in Google’s SERPs, without changing the indexing configuration Display different existing URLs in Google’s SERPs without changing the indexing configuration HTTPS migrations Products/Website Rebranding International Web Consolidation Implementing hreflang Implementing non-canonical AMP
  • 17. #movingurls at #searchlove by @aleyda from @orainti Display different existing URLs in Google’s SERPs without changing the indexing configuration Implementing Hreflang
  • 18. #movingurls at #searchlove by @aleyda from @orainti Sometimes the wrong country or language page of an international Website is shown in search results
  • 19. #movingurls at #searchlove by @aleyda from @orainti These misaligned search results will have 
 worse rankings, CTR and conversions This happens with a UK ccTLD
  • 20. #movingurls at #searchlove by @aleyda from @orainti hreflang comes to the rescue allowing to specify each page language and country as well as its alternate versions x.com/us/ Add hreflang Tags x.com/uk/ Add hreflang Tags <link rel="canonical" href="https://x/us/" /> <link rel="alternate" href=“https://x/us/“ hreflang="en-us" /> <link rel="alternate" href=“https://x/uk/“ hreflang=“en-gb" /> <link rel="canonical" href=“https://x/uk/" /> <link rel="alternate" href=“https://x/us/“ hreflang="en-us" /> <link rel="alternate" href=“https://x/uk/“ hreflang=“en-gb" /> Existing US Page Existing UK Page
  • 21. #movingurls at #searchlove by @aleyda from @orainti All while keeping them all indexed, self-canonicalizing each x.com/us/ Add hreflang Tags x.com/uk/ Add hreflang Tags <link rel="canonical" href="https://x/us/" /> <link rel="alternate" href=“https://x/us/“ hreflang="en-us" /> <link rel="alternate" href=“https://x/uk/“ hreflang=“en-gb" /> <link rel="canonical" href=“https://x/uk/" /> <link rel="alternate" href=“https://x/us/“ hreflang="en-us" /> <link rel="alternate" href=“https://x/uk/“ hreflang=“en-gb" /> Existing US Page Existing UK Page
  • 22. #movingurls at #searchlove by @aleyda from @orainti How implementing hreflang annotations can cause issues then? #movingurls at #searchlove by @aleyda from @orainti
  • 23. #movingurls at #searchlove by @aleyda from @orainti When canonicalizing all international pages to the initial or main version, making them to not rank by themselves Change to: <link rel="canonical" href=“https://www.airbnb.mx“ />
  • 24. #movingurls at #searchlove by @aleyda from @orainti Including non-canonical, non-indexable URLs 
 versions in the hreflang annotations Change to: <link rel="alternate" hreflang=“en-gb” href=“https://www.x.com/uk“ />
  • 25. #movingurls at #searchlove by @aleyda from @orainti As well as including URLs that are redirecting to others
  • 26. #movingurls at #searchlove by @aleyda from @orainti Adding hreflang annotations in non-supported 
 formats with non-existing values link rel alternate hreflang="pt-br" link rel alternate hreflang="en-ca" Not supported link rel alternate hreflang="es-mx" link rel alternate hreflang="en-us"
  • 27. #movingurls at #searchlove by @aleyda from @orainti All these will trigger hreflang errors in Google Search Console and won’t show the desired page in SERPs
  • 28. #movingurls at #searchlove by @aleyda from @orainti Here’s how you can avoid these issues… #movingurls at #searchlove by @aleyda from @orainti
  • 29. #movingurls at #searchlove by @aleyda from @orainti Use the accepted ISO 639-1 values for languages and ISO 3166-1 for countries as well as the specified tags formats bit.ly/generatorhreflang
  • 30. #movingurls at #searchlove by @aleyda from @orainti Simplify hreflang implementation by avoiding to add it to every single page of your different international versions
  • 31. #movingurls at #searchlove by @aleyda from @orainti Add it only in those pages attracting rankings from non- relevant countries or languages you can find in GSC
  • 32. #movingurls at #searchlove by @aleyda from @orainti Include it via HTML for an easier management and use XML
 sitemaps when you can’t change code or have too many
  • 33. #movingurls at #searchlove by @aleyda from @orainti When implementing hreflang via HTML, 
 place them at the start of the head code http://ohgm.co.uk/hreflang-tags-not-respected-how-to-solve/
  • 34. #movingurls at #searchlove by @aleyda from @orainti If you need to implement them in XML sitemaps organize them hierarchically to easily identify and fix issues COUNTRY LANGUAGE CATEGORY TYPE
  • 35. #movingurls at #searchlove by @aleyda from @orainti Validate hreflang implementation in a test environment before launching by using SEO crawlers Deepcrawl, Sitebulb, ScreamingFrog, Ryte
  • 36. #movingurls at #searchlove by @aleyda from @orainti Monitor any remaining issues through the Search Console 
 and prioritise those affecting more pages
  • 37. #movingurls at #searchlove by @aleyda from @orainti Rinse and repeat until there are no errors left
  • 38. #movingurls at #searchlove by @aleyda from @orainti You’ll start showing the relevant market pages in search results with positive visibility & engagement trend from them
  • 39. #movingurls at #searchlove by @aleyda from @orainti If you want to learn more about hreflang configuration, 
 check out these slides from a presentation about it https://www.slideshare.net/aleydasolis/setting-hreflang-for-international-serp-success-smxeast
  • 40. #movingurls at #searchlove by @aleyda from @orainti The hreflang URL move is now fixed, let’s go a bit further…
  • 41. #movingurls at #searchlove by @aleyda from @orainti Display new URLs in Google’s SERPs, without changing the indexing configuration Implementing non-canonical AMP
  • 42. #movingurls at #searchlove by @aleyda from @orainti Having a fast mobile Website is one of the fundamental aspects of user experience, influencing conversions & results
  • 43. #movingurls at #searchlove by @aleyda from @orainti This is our mobile Web speed reality though
  • 44. #movingurls at #searchlove by @aleyda from @orainti This is why Google launched AMP to facilitate the generation of faster Mobile pages by pre-optimizing & caching them
  • 45. #movingurls at #searchlove by @aleyda from @orainti AMP URLs should be generated parallelly and canonicalised towards the original “slower” mobile pages x.com/blog/post/ Add amphtml Tag x.com/blog/post/amp/ Create valid AMP page Add canonical Tag <link rel="canonical" href=“https://x.com/blog/post/“ /> <link rel="amphtml" href=“https//x.com/blog/post/amp/"> <link rel="canonical" href=“https//x.com/blog/post/“ /> New alternate AMP URLExisting Page
  • 46. #movingurls at #searchlove by @aleyda from @orainti Like Forbes does here
 Canonical URL AMP URL https://www.forbes.com/sites/alanwolk/2017/09/07/apple-is- losing-its-cool-factor-and-thats-a-problem-if-they-want-to-break- into-tv/#4707740c71f8 https://www.forbes.com/sites/alanwolk/2017/09/07/apple-is- losing-its-cool-factor-and-thats-a-problem-if-they-want-to-break- into-tv/amp/
  • 47. #movingurls at #searchlove by @aleyda from @orainti Making the AMP version much faster to load
 Canonical URL AMP URL https://www.forbes.com/sites/alanwolk/2017/09/07/apple-is- losing-its-cool-factor-and-thats-a-problem-if-they-want-to-break- into-tv/#4707740c71f8 https://www.forbes.com/sites/alanwolk/2017/09/07/apple-is- losing-its-cool-factor-and-thats-a-problem-if-they-want-to-break- into-tv/amp/
  • 48. #movingurls at #searchlove by @aleyda from @orainti Although not a ranking factor, Google made it a requirement to be included in the Top Stories Carrousel
  • 49. #movingurls at #searchlove by @aleyda from @orainti It is also shown in mobile organic search results 
 for any page with a valid AMP version AMP article rich results
 Can be free-standing in the results page, or embedded in a carousel of similar result types. All AMP article rich results are also rich results. AMP non-rich results
 A basic, non-graphical search result pointing to the AMP page.
  • 50. #movingurls at #searchlove by @aleyda from @orainti Which has made its usage to explode https://www.semrush.com/sensor/
  • 51. #movingurls at #searchlove by @aleyda from @orainti Making some sites to see more organic visibility and traffic with its AMP results than the ones of their original URLs AMP Rich Results AMP Non-Rich Results Non-AMP Results
  • 52. #movingurls at #searchlove by @aleyda from @orainti How implementing AMP can cause issues then? #movingurls at #searchlove by @aleyda from @orainti
  • 53. #movingurls at #searchlove by @aleyda from @orainti Many sites have started to use it without assessing if it would be really relevant for them, seeing a negative impact
  • 54. #movingurls at #searchlove by @aleyda from @orainti Your “own” URLs won’t be displayed in mobile search results but the ones of AMP cache, needing additional tracking
  • 55. #movingurls at #searchlove by @aleyda from @orainti Although this has been announced that 
 is going to be changed later this year
  • 56. #movingurls at #searchlove by @aleyda from @orainti An inconsistent UI will also likely have a negative 
 impact on the site user engagement ORIGINAL MOBILE PAGE <> AMP VERSION
  • 57. #movingurls at #searchlove by @aleyda from @orainti As well as not detecting and redirecting 
 non-mobile users to the original desktop page DON’T DO THIS
  • 58. #movingurls at #searchlove by @aleyda from @orainti Implementation errors are common and won’t allow 
 to show AMP URLs in the mobile search results https://www.semrush.com/blog/amp-mistakes-semrush-study/
  • 59. #movingurls at #searchlove by @aleyda from @orainti Which can end-up having these results
  • 60. #movingurls at #searchlove by @aleyda from @orainti Here’s how you can avoid these AMP issues…
  • 61. #movingurls at #searchlove by @aleyda from @orainti Beware that it has been announced that in the future you will be able to obtain AMP benefits with non-AMP content https://amphtml.wordpress.com/2018/03/08/standardizing-lessons-learned-from-amp/
  • 62. #movingurls at #searchlove by @aleyda from @orainti Verify then if it’s a relevant option based on your short 
 and long-term needs, goals and resources You have mobile Web speed issues but can’t improve your own site You need to be included in Google’s Top Stories Carrousel ASAP* You’re building a new site and AMP offers the easiest way to implement your desired functionality 1 2 3
  • 63. #movingurls at #searchlove by @aleyda from @orainti If it’s a matter of extra visibility, see what your competitors or top industry players are ranking for already with AMP https://www.sistrix.com/
  • 64. #movingurls at #searchlove by @aleyda from @orainti Check if your site functionalities can 
 be implemented with AMP components https://www.ampproject.org/docs/reference/components
  • 65. #movingurls at #searchlove by @aleyda from @orainti Non-Canonical AMP Canonical AMP Keep this also in mind when choosing the most 
 cost-effective way to integrate AMP in your site Independent Mobile Web brand.com m.brand.com brand.com m.brand.com m.brand.com/amp Responsive or Dynamic Web brand.com brand.com brand.com/amp
  • 66. #movingurls at #searchlove by @aleyda from @orainti Complexity can be higher when selecting to 
 use AMP along an independent mobile setting Desktop Web Independent Mobile Web Version AMP version Canonicalize to Independent Mobile Web in AMP Canonicalizes to Desktop Web vs
  • 67. #movingurls at #searchlove by @aleyda from @orainti Whatever you choose, it’s critical to redirect visitors based on their user agent, as you do with independent mobile URLs AMP URL Desktop URL Desktop Users 301- Redirect
  • 68. #movingurls at #searchlove by @aleyda from @orainti Google also requires AMP URLs to include the same 
 content than canonical ones to be shown in SERPs
  • 69. #movingurls at #searchlove by @aleyda from @orainti The goal is to keep the UI, content and functionality consistent when using non-canonical AMP =ORIGINAL MOBILE PAGE AMP VERSION
  • 70. #movingurls at #searchlove by @aleyda from @orainti This includes also the implementation of 
 hreflang annotations https://ampbyexample.com/introduction/internationalization/
  • 71. #movingurls at #searchlove by @aleyda from @orainti Most of AMP errors will be caused by using tags, 
 attributes and values that are not allowed Name of Mistake % of Affected Sites Disallowed attribute 45 % Disallowed tag 44 % Invalid attribute value 38 % Invalid URL protocol 36 % Invalid URL 34 % Mandatory tag ancestor with hint 26 % Disallowed style attribute 20 % Mandatory attribute missing 13 % Wrong parent tag 12 % Missing URL 10 % https://www.semrush.com/blog/amp-mistakes-semrush-study/
  • 72. #movingurls at #searchlove by @aleyda from @orainti Avoid them by sharing the required AMP markup as well as the validation errors when planning the development + https://www.ampproject.org/docs/reference/validation_errors
  • 73. #movingurls at #searchlove by @aleyda from @orainti Opt-in for Google Analytics AMP Client ID API 
 to correctly track AMP on Cache https://support.google.com/analytics/answer/7486764
  • 74. #movingurls at #searchlove by @aleyda from @orainti Verify during development the AMP compliance of 
 your top pages in real time with the code validator https://validator.ampproject.org/
  • 75. #movingurls at #searchlove by @aleyda from @orainti Crawl the whole site before launching it, simulating the mobile googlebot to look for remaining issues https://www.deepcrawl.com/
  • 76. #movingurls at #searchlove by @aleyda from @orainti Prioritize to fix the critical issues before launching, 
 to be able to show AMP in Mobile SERPs as expected https://sitebulb.com/
  • 77. #movingurls at #searchlove by @aleyda from @orainti After launching look for any remaining errors 
 in the new Google Search Console AMP report
  • 78. #movingurls at #searchlove by @aleyda from @orainti Select critical errors in the report and start 
 checking & fixing those affecting more pages
  • 79. #movingurls at #searchlove by @aleyda from @orainti This is now made easier by the new search console, 
 by checking the code and with live validation
  • 80. #movingurls at #searchlove by @aleyda from @orainti Rinse and repeat with the critical errors until there 
 is none left and then move on with the warnings
  • 81. #movingurls at #searchlove by @aleyda from @orainti You’ll see then a positive visibility trend while keeping your engagement metrics and providing the desired functionality
  • 82. #movingurls at #searchlove by @aleyda from @orainti Use rank trackers to monitor the AMP visibility for 
 targeted queries you’re not ranking for yet https://www.seomonitor.com/
  • 83. #movingurls at #searchlove by @aleyda from @orainti As well as keeping track of what you’re competitors 
 are targeting with their AMP content that you’re not yet https://www.semrush.com/
  • 84. #movingurls at #searchlove by @aleyda from @orainti If at some point you want to disable AMP, eliminate the amphtml tags and 301-redirect to your canonical URLs https://developers.google.com/search/docs/guides/remove-amp
  • 85. #movingurls at #searchlove by @aleyda from @orainti If you want to learn more about AMP, check out my presentation about the topic from the #AMPConf https://www.aleydasolis.com/en/search-engine-optimization/amp-accelerated-mobile-pages/
  • 86. #movingurls at #searchlove by @aleyda from @orainti The AMP moving issue is now fixed, let’s go even further…
  • 87. #movingurls at #searchlove by @aleyda from @orainti Change URL to crawl, index and rank 
 in the same or different domain HTTPS migrations Products/Website Rebranding International Web Consolidation
  • 88. #movingurls at #searchlove by @aleyda from @orainti You might still need to move your site to HTTPS, which 
 is now a must to give a secure Web experience
  • 89. #movingurls at #searchlove by @aleyda from @orainti Or you might need to to rebrand your overall 
 business or certain products or services
  • 90. #movingurls at #searchlove by @aleyda from @orainti For these Web migrations, it’s critical to establish if it’s only a matter of a technical change, like with HTTPS http://x.com/ https://x.com/ <link rel="canonical" href=“http://x.com/“ /> <link rel="canonical" href=“https://x.com/“ /> HTTPS URLHTTP URL 301-Redirect SSL Certificate Update links Update XML Sitemaps Update Images & Resources
  • 91. #movingurls at #searchlove by @aleyda from @orainti Or also requires a content change, for example 
 when rebranding a business or product
  • 92. #movingurls at #searchlove by @aleyda from @orainti How Web migrations can generate problems? #movingurls at #searchlove by @aleyda from @orainti
  • 93. #movingurls at #searchlove by @aleyda from @orainti When redirects from the old to the new URLs are temporary 302’s & the HTTPS URLs canonicalise to HTTP ones
  • 94. #movingurls at #searchlove by @aleyda from @orainti When the old URLs 301-redirect to non-indexed 
 or error pages
  • 95. #movingurls at #searchlove by @aleyda from @orainti When URLs that had incoming external links are 
 not redirected and are returning 404 http status errors
  • 96. #movingurls at #searchlove by @aleyda from @orainti When the new pages are still linking 
 to the old redirected URLs in HTTP
  • 97. #movingurls at #searchlove by @aleyda from @orainti When both, HTTP and HTTPS URLs are accessible, and HTTP URLs are just canonicalising instead of redirecting
  • 98. #movingurls at #searchlove by @aleyda from @orainti Which can end-up causing this type of organic search visibility and traffic loss when implementing the migration New SiteOld Site
  • 99. #movingurls at #searchlove by @aleyda from @orainti Here’s how you can avoid these Web migrations issues…
  • 100. #movingurls at #searchlove by @aleyda from @orainti Since Google chooses canonical URLs based on a number of signals it is a must to align as many as possible https://support.google.com/webmasters/answer/139066?hl=en
  • 101. #movingurls at #searchlove by @aleyda from @orainti To avoid leaving anything out, crawl all the 
 affected URLs and gather their SEO metrics Crawlability Indexability Internal linking Relevance Rankings Traffic Link popularity Speed
  • 102. #movingurls at #searchlove by @aleyda from @orainti You can do this easily by integrating third-party 
 data sources directly into your crawl simulation Screaming Frog & Deepcrawl
  • 103. #movingurls at #searchlove by @aleyda from @orainti This will also allow you to identify orphan pages, to avoid missing any important URLs that you need to migrate
  • 104. #movingurls at #searchlove by @aleyda from @orainti Obtain the traffic and ranked queries for 
 which these pages are ranking URLProfiler
  • 105. #movingurls at #searchlove by @aleyda from @orainti So you can easily consolidate all the information of the 
 top pages to be prioritised in the Web migration Top Pages Technical Configuration Relevance Popularity Traffic Ranked Queries
  • 106. #movingurls at #searchlove by @aleyda from @orainti And be able to assess well if they should be kept or not, 
 and where they should be migrated in the new location
  • 107. #movingurls at #searchlove by @aleyda from @orainti Establishing the patterns to keep or to improve in the new pages vs. the old URLs technical and content status Old Pages Titles, Descriptions & H1s New Pages Titles, Descriptions & H1s
  • 108. #movingurls at #searchlove by @aleyda from @orainti As well as defining pages that might need to be created to keep certain rankings based on the scenario, like a rebrand Old Pages New Pages Legacy Pages Old Branded
 Queries Transactional Queries and New Branded Queries Transactional Queries and Old Branded Queries
  • 109. #movingurls at #searchlove by @aleyda from @orainti Implement this first in a private test environment, 
 blocked to external access without authentication
  • 110. #movingurls at #searchlove by @aleyda from @orainti List crawl the old URLs to check if the 301-redirects have been set as specified & go to the relevant new locations
  • 111. #movingurls at #searchlove by @aleyda from @orainti Do a full audit of the new Web destination in test to also check if the new pages are completely optimised as specified
  • 112. #movingurls at #searchlove by @aleyda from @orainti If it’s a new Web location, set it also with Analytics & Search Console, and remember to use the old settings if relevant
  • 113. #movingurls at #searchlove by @aleyda from @orainti When doing an HTTPS switch make sure the certificate is previously installed, including subdomains & CDN zones
  • 114. #movingurls at #searchlove by @aleyda from @orainti After launching the migration to production check if the 301 redirects from the old to new URLs have been implemented
  • 115. #movingurls at #searchlove by @aleyda from @orainti Prioritise to fix those high-traffic pages with 301-redirects going to wrong or non-indexable pages and redirects chains
  • 116. #movingurls at #searchlove by @aleyda from @orainti Crawl the new web location and make sure the new pages 
 are not only accessible but optimised as recommended
  • 117. #movingurls at #searchlove by @aleyda from @orainti Look for URLs in the new location that might be blocked, non-indexed or also linking or canonicalising to the old URLs
  • 118. #movingurls at #searchlove by @aleyda from @orainti If the migration has included an HTTPS switch 
 make sure there are no mixed content issues too
  • 119. #movingurls at #searchlove by @aleyda from @orainti Once fixed, you can submit your new URLs & XML 
 sitemaps to be re-crawled via the Search Console
  • 120. #movingurls at #searchlove by @aleyda from @orainti If this is a sub-domain or domain level migration you can also specify it through GSC’s “Change of Address”
  • 121. #movingurls at #searchlove by @aleyda from @orainti Use the new Search Console “Index Coverage” to monitor if the new URLs start getting indexed & the old ones disappear
  • 122. #movingurls at #searchlove by @aleyda from @orainti Verify which have been already included and which 
 have been left out the index & the reason, to fix them
  • 123. #movingurls at #searchlove by @aleyda from @orainti Compare the new vs. old locations main ranked queries 
 & pages, as well as SERP features w/ Search Console Last 28 Days 15 Days Before and After the Migration new website locationold website location
  • 124. #movingurls at #searchlove by @aleyda from @orainti Check that rankings & CTR of your top queries in the new location are regained w/ the relevant pages over time
  • 125. #movingurls at #searchlove by @aleyda from @orainti Monitor the trend of additional keywords w/ your own rank tracker, organising them in groups to facilitate analysis SEOmonitor
  • 126. #movingurls at #searchlove by @aleyda from @orainti Complement your own tracking by following-up with 
 third-party visibility indexes to identify additional issues New site has not completely regained top 3 rankings
  • 127. #movingurls at #searchlove by @aleyda from @orainti Assess the new rankings impact in your pages traffic and conversions, to identify additional actions to improve them
  • 128. #movingurls at #searchlove by @aleyda from @orainti By doing all this you should see a positive post
 migration organic search visibility & traffic trend
  • 129. #movingurls at #searchlove by @aleyda from @orainti Use also this migration checklist and guides I’ve 
 written as references to avoid leaving anything out http://bit.ly/checklisttohttps http://bit.ly/monitoringmigrations http://bit.ly/recoveringmigration
  • 130. #movingurls at #searchlove by @aleyda from @orainti You should be good to move now…
  • 131. #movingurls at #searchlove by @aleyda from @orainti It’s time to go!