Website migrations are complex processes that require careful planning and data management to avoid loss of traffic and visibility. Key aspects include gathering URL and benchmarking data, monitoring during the launch, and ensuring proper implementation to mitigate potential negative impacts. Tools such as Google Analytics, SEMrush, and Google Search Console are essential for tracking performance pre- and post-migration.

1. WEBSITE MIGRATIONS:
DATA IS EVERYTHING!
DANIEL BIANCHINI

2. @danielbianchini
MORE & MORE
BRANDS ARE GOING
THROUGH WEBSITE
MIGRATIONS

3. @danielbianchini
NEW PLATFORM

4. @danielbianchini
SITE REFRESH

5. @danielbianchini
DOMAIN / BRAND MOVE

6. @danielbianchini
WEBSITE
MIGRATIONS ARE
NOT EASY

7. @danielbianchini
POSTIIVE MIRGATION

8. @danielbianchini
NEGATIVE MIGRATION

9. @danielbianchini

10. @danielbianchini
The fault, my friends, is not always
the algorithm, but with us

11. @danielbianchini
MIGRATIONS
TOOLS
PROCESS
DANGERS
MONITORING
REASONS
DATA
LAUNCH
PLAN
TESTING
STAKEHOLDERS

12. @danielbianchini
MIGRATIONS
TOOLS
PROCESS
DANGERS
MONITORING
REASONS
DATA
LAUNCH
PLAN
TESTING
STAKEHOLDERS
PM approach Link reclamation
Pre-launch
Data gathering
Launch to early
Poor implementation
Launch during
peak
Using poor tech New domain has
bad history
KWR Pos
Pages indexed
Organic traffic
Current
visibility
Pagespeed
Replatforming
SSL
Redesign
Domain
Consolidations
URL
restructure
Out of date
techMoving TLD
Rebrand
New host
New URLS
Existing redirects
GSC linked
pages
Analytics
Website crawl
Log file analysis
Image locations
GSC switch
Sitemaps
Redirect
checks
Robots.txt
checks
Agencies
Brand
team
C-suite PR team
Marketing
team
Developers
Infrastructure
team
Loss of visibility
Loss of traffic
Crawlers
Analytics
Log file analysis
External link tools
GSC
Redirects
Crawling
Analytics

13. @danielbianchini
2 AREAS DATA IS SO IMPORTANT
Benchmarking
URL data
gathering

14. @danielbianchini
Benchmarking
Gathering information to understand pre-migration
performance compared to post-launch.

15. @danielbianchini
BENCHMARKING DASHBOARD
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Organic
clickstay.com GA organic sessions villarenters.com GA organic sessions
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Keywords
clickstay.com organic keywords villarenters.com organic keywords
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http://bit.ly/migration-reporting

16. @danielbianchini
BENCHMARKING TOOLS

17. @danielbianchini
SEMRUSH
▸ Weekly/monthly exports of keyword visibility and add into the spreadsheet
(SEMrush data).
▸ Add the number of organic keywords highlighted

18. @danielbianchini
GOOGLE SEARCH CONSOLE
▸ Weekly exports of Google index status from Google

19. @danielbianchini
GOOGLE ANALYTICS
▸ Export weekly/monthly traffic figures to identify any noticeable shifts in traffic

20. @danielbianchini
RANKING SOFTWARE
▸ If you are moving domain, you need to add in the new URL
▸ Monitor the change in visibility across those terms your are tracking
▸ Look at positions and page distribution

21. @danielbianchini
BENCHMARKING DASHBOARD
0
50000
100000
150000
200000
250000
15-Aug-15 15-Sep-15 15-Oct-15 15-Nov-15 15-Dec-15 15-Jan-16 15-Feb-16 15-Mar-16 15-Apr-16 15-May-16 15-Jun-16 15-Jul-16
Organic
clickstay.com GA organic sessions villarenters.com GA organic sessions
0
2000
4000
6000
8000
10000
12000
14000
15-Aug-15 15-Sep-15 15-Oct-15 15-Nov-15 15-Dec-15 15-Jan-16 15-Feb-16 15-Mar-16 15-Apr-16 15-May-16 15-Jun-16 15-Jul-16
Keywords
clickstay.com organic keywords villarenters.com organic keywords
0
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
15-Aug-15
15-Sep-15
15-Oct-15
15-Nov-15
15-Dec-15
15-Jan-16
15-Feb-16
15-M
ar-16
15-Apr-16
15-M
ay-16
15-Jun-16
15-Jul-16
http://bit.ly/migration-reporting

22. @danielbianchini
One of the most important part of a website
migration is having ALL the URL data.
URL data gathering

23. @danielbianchini
URL GATHERING TOOLS

24. @danielbianchini
CRAWLING - ALL URLS
▸ Run a crawl of the entire website and
export all URLs into a spreadsheet
▸ Run a crawl of the XML sitemap and
export into a spreadsheet

25. @danielbianchini
GOOGLE SEARCH CONSOLE
▸ Download URL data from Search Analytics in GSC
▸ Expand date range as long as possible
▸ Export most linked pages on your website

26. @danielbianchini
GOOGLE ANALYTICS - PAGES
▸ Locate all pages that have received traffic in your analytics package
▸ Choose a wide data range 12-24months
▸ Export all pages to XLS

27. @danielbianchini
LINK DATA
▸ Gather link data from your backlink software of choice
▸ Download most linked content in spreadsheet

28. @danielbianchini
CRAWLING - IMAGES
▸ Export a list of your images
▸ You may receive traffic through image search, so you need to add all image URLs as
well
Does image search provide enough traffic - http://bit.ly/2cwlJ1M

29. @danielbianchini
DE-DUPE & CRAWL

30. @danielbianchini
NOW FOR MAKING DECISIONS
URL Gathering Template http://bit.ly/url-gathering

31. IF YOU ARE GOING TO MAKE A MISTAKE, DO
NOT LET GATHERING URL DATA BE IT!
Thank You!
@danielbianchini

32. www.danielbianchini.co.uk
@danielbianchini
me@danielbianchini.co.uk