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#webmigrations at #digitalolympus by @aleyda from @orainti
The Ultimate
SEO Guide 

for Successful
Web Migrations
#webmigrations at #digitalolympus by @aleyda from @orainti
#webmigrations at #digitalolympus by @aleyda from @orainti
Sometimes SEO
adventures will find you
when you least expect it…
#webmigrations at #digitalolympus by @aleyda from @orainti
#webmigrations at #digitalolympus by @aleyda from @orainti
“I am looking for
someone to help me
with a Web migration”
-A potential client
#webmigrations at #digitalolympus by @aleyda from @orainti
#webmigrations at #digitalolympus by @aleyda from @orainti
Web migrations don’t
need to have a
negative impact you
can always use them as
opportunities to grow…
#webmigrations at #digitalolympus by @aleyda from @orainti
#webmigrations at #digitalolympus by @aleyda from @orainti
Like this
#webmigrations at #digitalolympus by @aleyda from @orainti
That’s why is critical to be
prepared and know which
road to take during those
tricky times…
#webmigrations at #digitalolympus by @aleyda from @orainti
#webmigrations at #digitalolympus by @aleyda from @orainti
Aleyda Solis
* International SEO Consultant & Founder.
* Conference Speaker in +100 Events in +20 Countries.
* Author “SEO. Las Claves Esenciales.”
* Blogger in Search Engine Land & Search Engine Journal.
I’m (sadly) not a wizard, but today I’m going 

to show you how to succeed with them
#webmigrations at #digitalolympus by @aleyda from @orainti
#webmigrations at #digitalolympus by @aleyda from @orainti
Let’s start by
understanding how far do
you need to go and for
what purpose…
#webmigrations at #digitalolympus by @aleyda from @orainti
#webmigrations at #digitalolympus by @aleyda from @orainti
Not all Web migrations are the same, the level of 

change will be different depending on their goal
Different URLs, Same Domain
Different Protocol, Same Domain
Different Domain
Same URL
Product rebranding, area renaming or structural content changes
HTTP to HTTPS swap
Company rebranding, acquisition or Web consolidation
Redesign or CMS migration while keeping URL structure
Alternate URLs, Same Domain
Independent Mobile site migration or disabling non-canonical AMP
#webmigrations at #digitalolympus by @aleyda from @orainti
#webmigrations at #digitalolympus by @aleyda from @orainti
The focus of our SEO work will also differ based 

on the required structural Web changes in each case
Different URLs, Same Domain
Different Protocol, Same Domain
Different Domain
Same URL
Keeping old brand & terms rankings while stop referring to old URLs
Redirecting them to their relevant canonical Secured URLs
Keeping old brand & terms rankings while redirecting to new domain URLs
Keeping their crawlability, indexability & content relevance
Alternate URLs, Same Domain
Redirecting them to their relevant canonical URLs
#webmigrations at #digitalolympus by @aleyda from @orainti
#webmigrations at #digitalolympus by @aleyda from @orainti
It’s then important to align the relevant SEO principles 

through the whole process, considering the migration type
Different URLs, Same Domain
Different Protocol, Same Domain
Different Domain
Same URL
2.
Execution
1.
Planning & Testing
3.
Validation & Monitoring
Product rebranding, area renaming or structural content changes
HTTP to HTTPS change
Company rebranding, acquisition or Web consolidation
Redesign or CMS migration while keeping URL structure
Alternate URLs, Same Domain
Independent Mobile site migration or non-canonical AMP disabling
#webmigrations at #digitalolympus by @aleyda from @orainti
Let’s start by Planning and Testing 

the Web migration before its execution
#webmigrations at #digitalolympus by @aleyda from @orainti
#webmigrations at #digitalolympus by @aleyda from @orainti
Identify the affected URLs based on the 

Web migration scope
Page level
Category level
Site level
Redesign, HTTP to
HTTPS change,
company rebranding,
acquisition or Web
consolidation
Area renaming
Product rebranding
#webmigrations at #digitalolympus by @aleyda from @orainti
Develop an audit to check what is important to keep and 

to improve in them, based on their optimisation & rankings
Pages Crawlability
Pages Indexability
Rankings
Traffic
Link popularity
Old New
301-Redirects
SSL CertificatePages Content Relevance
Pages Internal linking
Pages Speed
#webmigrations at #digitalolympus by @aleyda from @orainti
Establish then the required technical & content changes 

in the relevant pages, depending on the migration nature
Old New
Thin, Duplicate Content
Slow Speed
Hierarchical Navigation
Relevant Titles
Page specific, expanded Content
Fast Speed
Hierarchical Navigation
Relevant Titles
To Keep
To Improve
301-Redirects
#webmigrations at #digitalolympus by @aleyda from @orainti
For example, at a page level for a
high name overlay rebrand
Page Level rebranding with High Name Overlay
#webmigrations at #digitalolympus by @aleyda from @orainti
Or also at a page level but with a low

or no name overlay for a rebrand
Page Level Rebrand with Low Name Overlay Page Level Rebrand with No Name Overlay
#webmigrations at #digitalolympus by @aleyda from @orainti
Or at a site level, for company rebrand or acquisition, 

among a few other main migration scenarios
Site Level
#webmigrations at #digitalolympus by @aleyda from @orainti
Once defined, align and agree with the project’s stakeholders
to get approval, resources & support for their implementation
SEO
Design & UX Development
Marketing
#webmigrations at #digitalolympus by @aleyda from @orainti
When the required changes have been established and
agreed, crawl the affected URLs and gather their SEO metrics
Crawlability
Indexability
Internal linking
Relevance
Rankings
Traffic
Link popularity
Speed
#webmigrations at #digitalolympus by @aleyda from @orainti
You can do this easily by integrating third-party 

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

which these pages are ranking
#webmigrations at #digitalolympus 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
#webmigrations at #digitalolympus 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
#webmigrations at #digitalolympus 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
#webmigrations at #digitalolympus 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
#webmigrations at #digitalolympus by @aleyda from @orainti
Make sure these are implemented first in a private test site
that is blocked to external access without authentication
#webmigrations at #digitalolympus by @aleyda from @orainti
Validate the changes by manually comparing first the 

top old vs. new types of pages in the test environment
Pages Crawlability
Content Indexability
Old in Test New in Test
301-Redirects
SSL CertificatePages Content Relevance
Pages Internal linking
Pages Speed
test.x.com/old test.x.com/new
Home Page
Category Page
Sub-Category Page
Product Page
Main Blog Page
Blog Category Page
Blog post
Each Affected Page Type
Verify
#webmigrations at #digitalolympus 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
#webmigrations at #digitalolympus 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
#webmigrations at #digitalolympus by @aleyda from @orainti
You should also start tracking before the launch the new 

vs. old Web locations rankings for the targeted queries
SEOmonitor & Advanced Web Rankings
#webmigrations at #digitalolympus 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
#webmigrations at #digitalolympus by @aleyda from @orainti
In migrations with an HTTPS switch make sure the certificate
is previously installed, including subdomains & CDN zones
#webmigrations at #digitalolympus by @aleyda from @orainti#webmigrations at #digitalolympus by @aleyda from @orainti
Once you have effectively planned & tested the
migration, it’s time to move with the execution
#webmigrations at #digitalolympus by @aleyda from @orainti
Check if the 301 redirects from the old to the 

new URLs have been implemented as specified
#webmigrations at #digitalolympus by @aleyda from @orainti
Prioritise to fix those high-traffic pages with 301-redirects
going to wrong or non-indexable pages and redirects chains
#webmigrations at #digitalolympus by @aleyda from @orainti
Crawl the new web location and make sure the new pages 

are not only accessible but optimised as recommended
#webmigrations at #digitalolympus by @aleyda from @orainti
Look for URLs in the new location that might be blocked, no-
indexed or also linking or canonicalising to the old URLs
#webmigrations at #digitalolympus by @aleyda from @orainti
If the migration has included an HTTPS switch 

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

& XML sitemaps to be re-crawled
#webmigrations at #digitalolympus by @aleyda from @orainti
For domains level migrations, after checking the redirects &
new pages, submit it too w/ Google’s Change of Address
https://support.google.com/webmasters/answer/83106?hl=en
#webmigrations at #digitalolympus by @aleyda from @orainti#webmigrations at #digitalolympus by @aleyda from @orainti
After the Web migration is executed, 

it’s time monitor it and optimise more
#webmigrations at #digitalolympus by @aleyda from @orainti
Use a Web monitoring service that will send an alert if there
are changes in the new pages SEO related configurations
https://littlewarden.com/
#webmigrations at #digitalolympus by @aleyda from @orainti
Use the new Search Console “Index Coverage” to monitor if
the new URLs start to get indexed and the old ones disappear
#webmigrations at #digitalolympus by @aleyda from @orainti
Verify which have been already included and which 

have been left out the index & the reason, to fix them
#webmigrations at #digitalolympus by @aleyda from @orainti
Monitor & 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
#webmigrations at #digitalolympus by @aleyda from @orainti
Check that rankings & CTR of your top queries in the new
location are regained w/ the relevant pages over time
#webmigrations at #digitalolympus by @aleyda from @orainti
Monitor the trend of additional keywords w/ your own rank
tracker, organising them in groups to facilitate analysis
#webmigrations at #digitalolympus by @aleyda from @orainti
Look in both desktop and mobile results to identify
ranking behaviour not evolving as expected
#webmigrations at #digitalolympus by @aleyda from @orainti
Track also your top queries vs. your competitors to see your
industry search visibility share before and after the migration
#webmigrations at #digitalolympus 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
#webmigrations at #digitalolympus by @aleyda from @orainti
Check for your rankings impact on traffic while looking on
bounce rate, time on site & conversion rate of top pages
#webmigrations at #digitalolympus by @aleyda from @orainti
By doing all this you should see a positive “before and
after migration traffic” trend with Analytics
#webmigrations at #digitalolympus by @aleyda from @orainti
It’s about aligning SEO in the migration process while 

making the most out of the required changes to improve
Different URLs, Same Domain
Different Protocol, Same Domain
Different Domain
Same URL
Product rebranding, area renaming or structural content changes
HTTP to HTTPS change
Company rebranding, acquisition or Web consolidation
Redesign or CMS migration while keeping URL structure
Alternate URLs, Same Domain
Independent Mobile site migration or non-canonical AMP disabling
2.
Execution
1.
Planning & Testing
3.
Validation & Monitoring
Marketing, Development, Content, Design & UX Coordination & Support
Making the
most out of
the required
changes to
optimise
them more
#webmigrations at #digitalolympus by @aleyda from @orainti
But what if the Web migration has been already done without
taking SEO into consideration and you need to recover it?
#webmigrations at #digitalolympus by @aleyda from @orainti
#webmigrations at #digitalolympus by @aleyda from @orainti
Don’t worry, I got you covered :) Check this post out
https://moz.com/blog/recovering-your-organic-search-traffic-from-a-web-migration-gone-wrong
#webmigrations at #digitalolympus by @aleyda from @orainti
It’s time to win your own Web migration adventure!
#webmigrations at #digitalolympus by @aleyda from @orainti

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  • 8. #webmigrations at #digitalolympus by @aleyda from @orainti Let’s start by understanding how far do you need to go and for what purpose… #webmigrations at #digitalolympus by @aleyda from @orainti
  • 9. #webmigrations at #digitalolympus by @aleyda from @orainti Not all Web migrations are the same, the level of 
 change will be different depending on their goal Different URLs, Same Domain Different Protocol, Same Domain Different Domain Same URL Product rebranding, area renaming or structural content changes HTTP to HTTPS swap Company rebranding, acquisition or Web consolidation Redesign or CMS migration while keeping URL structure Alternate URLs, Same Domain Independent Mobile site migration or disabling non-canonical AMP #webmigrations at #digitalolympus by @aleyda from @orainti
  • 10. #webmigrations at #digitalolympus by @aleyda from @orainti The focus of our SEO work will also differ based 
 on the required structural Web changes in each case Different URLs, Same Domain Different Protocol, Same Domain Different Domain Same URL Keeping old brand & terms rankings while stop referring to old URLs Redirecting them to their relevant canonical Secured URLs Keeping old brand & terms rankings while redirecting to new domain URLs Keeping their crawlability, indexability & content relevance Alternate URLs, Same Domain Redirecting them to their relevant canonical URLs #webmigrations at #digitalolympus by @aleyda from @orainti
  • 11. #webmigrations at #digitalolympus by @aleyda from @orainti It’s then important to align the relevant SEO principles 
 through the whole process, considering the migration type Different URLs, Same Domain Different Protocol, Same Domain Different Domain Same URL 2. Execution 1. Planning & Testing 3. Validation & Monitoring Product rebranding, area renaming or structural content changes HTTP to HTTPS change Company rebranding, acquisition or Web consolidation Redesign or CMS migration while keeping URL structure Alternate URLs, Same Domain Independent Mobile site migration or non-canonical AMP disabling
  • 12. #webmigrations at #digitalolympus by @aleyda from @orainti Let’s start by Planning and Testing 
 the Web migration before its execution #webmigrations at #digitalolympus by @aleyda from @orainti
  • 13. #webmigrations at #digitalolympus by @aleyda from @orainti Identify the affected URLs based on the 
 Web migration scope Page level Category level Site level Redesign, HTTP to HTTPS change, company rebranding, acquisition or Web consolidation Area renaming Product rebranding
  • 14. #webmigrations at #digitalolympus by @aleyda from @orainti Develop an audit to check what is important to keep and 
 to improve in them, based on their optimisation & rankings Pages Crawlability Pages Indexability Rankings Traffic Link popularity Old New 301-Redirects SSL CertificatePages Content Relevance Pages Internal linking Pages Speed
  • 15. #webmigrations at #digitalolympus by @aleyda from @orainti Establish then the required technical & content changes 
 in the relevant pages, depending on the migration nature Old New Thin, Duplicate Content Slow Speed Hierarchical Navigation Relevant Titles Page specific, expanded Content Fast Speed Hierarchical Navigation Relevant Titles To Keep To Improve 301-Redirects
  • 16. #webmigrations at #digitalolympus by @aleyda from @orainti For example, at a page level for a high name overlay rebrand Page Level rebranding with High Name Overlay
  • 17. #webmigrations at #digitalolympus by @aleyda from @orainti Or also at a page level but with a low
 or no name overlay for a rebrand Page Level Rebrand with Low Name Overlay Page Level Rebrand with No Name Overlay
  • 18. #webmigrations at #digitalolympus by @aleyda from @orainti Or at a site level, for company rebrand or acquisition, 
 among a few other main migration scenarios Site Level
  • 19. #webmigrations at #digitalolympus by @aleyda from @orainti Once defined, align and agree with the project’s stakeholders to get approval, resources & support for their implementation SEO Design & UX Development Marketing
  • 20. #webmigrations at #digitalolympus by @aleyda from @orainti When the required changes have been established and agreed, crawl the affected URLs and gather their SEO metrics Crawlability Indexability Internal linking Relevance Rankings Traffic Link popularity Speed
  • 21. #webmigrations at #digitalolympus by @aleyda from @orainti You can do this easily by integrating third-party 
 data sources directly into your crawl simulation Screaming Frog & Deepcrawl
  • 22. #webmigrations at #digitalolympus by @aleyda from @orainti This will also allow you to identify orphaned pages, to avoid missing any important URLs that you need to migrate
  • 23. #webmigrations at #digitalolympus by @aleyda from @orainti Obtain the traffic and ranked queries for 
 which these pages are ranking
  • 24. #webmigrations at #digitalolympus 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
  • 25. #webmigrations at #digitalolympus 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
  • 26. #webmigrations at #digitalolympus 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
  • 27. #webmigrations at #digitalolympus 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
  • 28. #webmigrations at #digitalolympus by @aleyda from @orainti Make sure these are implemented first in a private test site that is blocked to external access without authentication
  • 29. #webmigrations at #digitalolympus by @aleyda from @orainti Validate the changes by manually comparing first the 
 top old vs. new types of pages in the test environment Pages Crawlability Content Indexability Old in Test New in Test 301-Redirects SSL CertificatePages Content Relevance Pages Internal linking Pages Speed test.x.com/old test.x.com/new Home Page Category Page Sub-Category Page Product Page Main Blog Page Blog Category Page Blog post Each Affected Page Type Verify
  • 30. #webmigrations at #digitalolympus 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
  • 31. #webmigrations at #digitalolympus 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
  • 32. #webmigrations at #digitalolympus by @aleyda from @orainti You should also start tracking before the launch the new 
 vs. old Web locations rankings for the targeted queries SEOmonitor & Advanced Web Rankings
  • 33. #webmigrations at #digitalolympus 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
  • 34. #webmigrations at #digitalolympus by @aleyda from @orainti In migrations with an HTTPS switch make sure the certificate is previously installed, including subdomains & CDN zones
  • 35. #webmigrations at #digitalolympus by @aleyda from @orainti#webmigrations at #digitalolympus by @aleyda from @orainti Once you have effectively planned & tested the migration, it’s time to move with the execution
  • 36. #webmigrations at #digitalolympus by @aleyda from @orainti Check if the 301 redirects from the old to the 
 new URLs have been implemented as specified
  • 37. #webmigrations at #digitalolympus by @aleyda from @orainti Prioritise to fix those high-traffic pages with 301-redirects going to wrong or non-indexable pages and redirects chains
  • 38. #webmigrations at #digitalolympus by @aleyda from @orainti Crawl the new web location and make sure the new pages 
 are not only accessible but optimised as recommended
  • 39. #webmigrations at #digitalolympus by @aleyda from @orainti Look for URLs in the new location that might be blocked, no- indexed or also linking or canonicalising to the old URLs
  • 40. #webmigrations at #digitalolympus by @aleyda from @orainti If the migration has included an HTTPS switch 
 make sure there are no mixed content issues too
  • 41. #webmigrations at #digitalolympus by @aleyda from @orainti Once fixed, you can submit your new URLs 
 & XML sitemaps to be re-crawled
  • 42. #webmigrations at #digitalolympus by @aleyda from @orainti For domains level migrations, after checking the redirects & new pages, submit it too w/ Google’s Change of Address https://support.google.com/webmasters/answer/83106?hl=en
  • 43. #webmigrations at #digitalolympus by @aleyda from @orainti#webmigrations at #digitalolympus by @aleyda from @orainti After the Web migration is executed, 
 it’s time monitor it and optimise more
  • 44. #webmigrations at #digitalolympus by @aleyda from @orainti Use a Web monitoring service that will send an alert if there are changes in the new pages SEO related configurations https://littlewarden.com/
  • 45. #webmigrations at #digitalolympus by @aleyda from @orainti Use the new Search Console “Index Coverage” to monitor if the new URLs start to get indexed and the old ones disappear
  • 46. #webmigrations at #digitalolympus by @aleyda from @orainti Verify which have been already included and which 
 have been left out the index & the reason, to fix them
  • 47. #webmigrations at #digitalolympus by @aleyda from @orainti Monitor & 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
  • 48. #webmigrations at #digitalolympus by @aleyda from @orainti Check that rankings & CTR of your top queries in the new location are regained w/ the relevant pages over time
  • 49. #webmigrations at #digitalolympus by @aleyda from @orainti Monitor the trend of additional keywords w/ your own rank tracker, organising them in groups to facilitate analysis
  • 50. #webmigrations at #digitalolympus by @aleyda from @orainti Look in both desktop and mobile results to identify ranking behaviour not evolving as expected
  • 51. #webmigrations at #digitalolympus by @aleyda from @orainti Track also your top queries vs. your competitors to see your industry search visibility share before and after the migration
  • 52. #webmigrations at #digitalolympus 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
  • 53. #webmigrations at #digitalolympus by @aleyda from @orainti Check for your rankings impact on traffic while looking on bounce rate, time on site & conversion rate of top pages
  • 54. #webmigrations at #digitalolympus by @aleyda from @orainti By doing all this you should see a positive “before and after migration traffic” trend with Analytics
  • 55. #webmigrations at #digitalolympus by @aleyda from @orainti It’s about aligning SEO in the migration process while 
 making the most out of the required changes to improve Different URLs, Same Domain Different Protocol, Same Domain Different Domain Same URL Product rebranding, area renaming or structural content changes HTTP to HTTPS change Company rebranding, acquisition or Web consolidation Redesign or CMS migration while keeping URL structure Alternate URLs, Same Domain Independent Mobile site migration or non-canonical AMP disabling 2. Execution 1. Planning & Testing 3. Validation & Monitoring Marketing, Development, Content, Design & UX Coordination & Support Making the most out of the required changes to optimise them more
  • 56. #webmigrations at #digitalolympus by @aleyda from @orainti But what if the Web migration has been already done without taking SEO into consideration and you need to recover it? #webmigrations at #digitalolympus by @aleyda from @orainti
  • 57. #webmigrations at #digitalolympus by @aleyda from @orainti Don’t worry, I got you covered :) Check this post out https://moz.com/blog/recovering-your-organic-search-traffic-from-a-web-migration-gone-wrong
  • 58. #webmigrations at #digitalolympus by @aleyda from @orainti It’s time to win your own Web migration adventure! #webmigrations at #digitalolympus by @aleyda from @orainti