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How to Win SEO in Complex Web Migrations Scenarios #YoastCon

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In this presentation Aleyda goes through actionable steps to follow to effectively migrate your Websites without losing rankings and traffic and take the opportunity to grow it.

Publicada em: Marketing

How to Win SEO in Complex Web Migrations Scenarios #YoastCon

  1. 1. #webmigrations at #yoastcon by @aleyda from @orainti#webmigrations at #yoastcon by @aleyda from @orainti How to Win SEO in Complex Moving Web Migrations Scenarios #webmigrations at #yoastcon by @aleyda from @orainti
  2. 2. #webmigrations at #yoastcon by @aleyda from @orainti#webmigrations at #yoastcon by @aleyda from @orainti Moving sites, like moving houses, can be pijnlijk
  3. 3. #webmigrations at #yoastcon by @aleyda from @orainti#webmigrations at #yoastcon by @aleyda from @orainti Both require a lot of work… You want to take your belongings with you without leaving, breaking, losing anything important You want to update your details, to refer and be found in your new address You want to correctly reorganize your belongings in your new location fast
  4. 4. #webmigrations at #yoastcon by @aleyda from @orainti#webmigrations at #yoastcon by @aleyda from @orainti …that can be shockingly similar, right? You want to take your belongings with you without leaving, breaking, losing anything important You want to update your details, to refer and be found in your new address You want to correctly reorganize your belongings in your new location fast URLS 301-REDIRECT URLS LINKS & CONFIGURATION UPDATE
  5. 5. #webmigrations at #yoastcon by @aleyda from @orainti Without proper SEO planning & validation Web migrations can have terrible consequences BEFORE AFTER
  6. 6. #webmigrations at #yoastcon by @aleyda from @orainti Like when you move and forget to label all the boxes and then can’t find your toilet paper #webmigrations at #yoastcon by @aleyda from @orainti
  7. 7. #webmigrations at #yoastcon by @aleyda from @orainti Although losing your organic traffic after a Web migration is a potentially more business critical situation and is also shockingly common #webmigrations at #yoastcon by @aleyda from @oraintihttps://www.sistrix.com/blog/indexwatch-the-top-100-seo-losers-of-2018/
  8. 8. #webmigrations at #yoastcon by @aleyda from @orainti#webmigrations at #yoastcon by @aleyda from @orainti However, both can be exciting if you’re moving to a better place…
  9. 9. #webmigrations at #yoastcon by @aleyda from @orainti#webmigrations at #yoastcon by @aleyda from @orainti Like when you take the opportunity to throw what you don’t need and better organize your clothes in a bigger closet
  10. 10. #webmigrations at #yoastcon by @aleyda from @orainti Or when you improve your site optimization for better results when doing the Web migration
  11. 11. #webmigrations at #yoastcon by @aleyda from @orainti#webmigrations at #yoastcon by @aleyda from @orainti Over the years I’ve found is mostly about tackling these common reasons for Web migration failures Lack of a clear Web migration goal Lack of Flexibility to make changes Lack of support to make changes Leaving Important Pages out Migrating pages erroneously Moving to non-optimized new pages destinations
  12. 12. #webmigrations at #yoastcon by @aleyda from @orainti#webmigrations at #yoastcon by @aleyda from @orainti Notice how half of these are not technical related but have to do with appropriate project planning Lack of a clear Web migration goal Lack of Flexibility to make changes Lack of support to make changes Leaving Important Pages out Migrating pages erroneously Moving to non-optimized new pages destinations
  13. 13. #webmigrations at #yoastcon by @aleyda from @orainti#webmigrations at #yoastcon by @aleyda from @orainti And how the technical related ones will tend 
 to intensify with big Websites Lack of a clear Web migration goal Lack of Flexibility to make changes Lack of support to make changes Leaving Important Pages out Migrating pages erroneously Moving to non-optimized new pages destinations
  14. 14. #webmigrations at #yoastcon by @aleyda from @orainti#webmigrations at #yoastcon by @aleyda from @orainti I’m not Marie Kondo but today I’ll show you how to avoid them and make your Web migrations to spark joy
  15. 15. #webmigrations at #yoastcon by @aleyda from @orainti#webmigrations at #yoastcon by @aleyda from @orainti Start by identifying your moving goal, feasibility and scope to support the process accordingly
  16. 16. #webmigrations at #yoastcon by @aleyda from @orainti What are you looking to achieve 
 with the Web Migration? Redesign Move to 
 HTTPS Rebrand Web Consolidation
  17. 17. #webmigrations at #yoastcon by @aleyda from @orainti Redesign Move to HTTPS Rebrand Web Consolidation The migration will become more complex to support depending on the required move Same URLs Same Domain Different Domains
  18. 18. #webmigrations at #yoastcon by @aleyda from @orainti Redesign Move to HTTPS Rebrand Web Consolidation As well as the focus of your SEO work, 
 that will change given the migration nature 301-redirecting URLs to their relevant canonical Secured URLs Keeping old brand & terms rankings while redirecting to new domain URLsKeeping their crawlability, indexability & content relevance
  19. 19. #webmigrations at #yoastcon by @aleyda from @orainti Given all this, is it necessary, feasible and profitable to move? Is there any other way to achieve the same goal without moving? Are there resources and flexibility to do the needed technical and content changes? Is it going to be profitable given the related costs? What would you need to move and where?
  20. 20. #webmigrations at #yoastcon by @aleyda from @orainti In some cases it is, like when moving to a stronger domain consolidating international versions ccTLD gTLD
  21. 21. #webmigrations at #yoastcon by @aleyda from @orainti In others is due to business reasons, like a rebranding that requires a domain move Yoast yoast.com Marieke marieke.com
  22. 22. #webmigrations at #yoastcon by @aleyda from @orainti#webmigrations at #yoastcon by @aleyda from @orainti SEO Design & UX Marketing Development After assessing these, agree with the project’s stakeholders to secure resources & support
  23. 23. #webmigrations at #yoastcon by @aleyda from @orainti#webmigrations at #yoastcon by @aleyda from @orainti SEO Development We will do whatever you say, SEOs know their sh*t and we will all support you forever Finally! Warning, this might not be a realistic scenario
  24. 24. #webmigrations at #yoastcon by @aleyda from @orainti Once you have obtained it… It’s time to start! #webmigrations at #yoastcon by @aleyda from @orainti
  25. 25. #webmigrations at #yoastcon by @aleyda from @orainti Let’s work on that rebranding project #webmigrations at #yoastcon by @aleyda from @orainti Yoast yoast.com Marieke marieke.com
  26. 26. #webmigrations at #yoastcon by @aleyda from @orainti Avoid leaving any important page out by gathering all URLs to move #webmigrations at #yoastcon by @aleyda from @orainti
  27. 27. #webmigrations at #yoastcon by @aleyda from @orainti Identify which are 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
  28. 28. #webmigrations at #yoastcon by @aleyda from @orainti Crawlability Indexability Internal linking Relevance Rankings Traffic Link popularity Speed Crawl the affected URLs and gather their 
 SEO configuration, rankings & traffic metrics
  29. 29. #webmigrations at #yoastcon by @aleyda from @orainti You can use desktop crawlers for smaller 
 sites and cloud ones for bigger ones Screaming Frog, Sitebulb, OnCrawl, Ryte, Deepcrawl, Botify Desktop Cloud
  30. 30. #webmigrations at #yoastcon by @aleyda from @orainti Rankings Traffic Link popularity SSL Certificate Analyze their SEO status to identify what is important to keep or improve in these pages Yoast yoast.com/yoastcon Pages Crawlability Pages Indexability Pages Content Relevance Pages Internal linking Pages Speed Pages URL Naming Convention
  31. 31. #webmigrations at #yoastcon by @aleyda from @orainti Integrate all possible URLs sources 
 into your crawl simulation Screaming Frog & Deepcrawl Google Analytics Search Console XML Sitemaps Log Files Backlinks
  32. 32. #webmigrations at #yoastcon by @aleyda from @orainti This will allow you to identify orphan URLs, and to avoid missing any important page
  33. 33. #webmigrations at #yoastcon by @aleyda from @orainti Including images, or any resource that you might be also serving and needs to be migrated
  34. 34. #webmigrations at #yoastcon by @aleyda from @orainti#webmigrations at #yoastcon by @aleyda from @orainti You will likely find very old URLs that nobody has heard of though… sigh
  35. 35. #webmigrations at #yoastcon by @aleyda from @orainti Het wordt een rommeltje #webmigrations at #yoastcon by @aleyda from @orainti
  36. 36. #webmigrations at #yoastcon by @aleyda from @orainti Give context to prioritize the actually meaningful pages to redirect and establish rules for the rest #webmigrations at #yoastcon by @aleyda from @orainti
  37. 37. #webmigrations at #yoastcon by @aleyda from @orainti Obtain the traffic and queries for 
 which all the identified URLs rank for Screaming Frog, URL Profiler
  38. 38. #webmigrations at #yoastcon by @aleyda from @orainti You can then put your pages in context with their traffic, ranked queries along optimization status Top Pages Technical Configuration Relevance Popularity Traffic Ranked Queries
  39. 39. #webmigrations at #yoastcon by @aleyda from @orainti Which of these actually spark joy by bringing value: conversions, traffic, rankings & links?
  40. 40. #webmigrations at #yoastcon by @aleyda from @orainti Define rules for their migration to give the best possible user experience, based on importance Leave them out Were they typos and didn’t existed nor brought rankings, links, traffic? 301-redirect to parent category Did they existed but were not indexable, didn’t brought rankings, links & traffic? 301-redirect to new page version Did they existed, were indexable and brought rankings, links & traffic?
  41. 41. #webmigrations at #yoastcon by @aleyda from @orainti This is also a great opportunity to prune your site, and avoid bringing old errors to the new one
  42. 42. #webmigrations at #yoastcon by @aleyda from @orainti Meaningful pages should be 301-redirected to their new versions where their relevance is kept Mariekecon yoast.com/yoastcon/ marieke.com/mariekecon/ Yoastcon Yoast Marieke 301-Redirects
  43. 43. #webmigrations at #yoastcon by @aleyda from @orainti If their SEO status is lacking, is then also important to specify what should be improved Thin, Duplicate Content Slow Speed Hierarchical Navigation Relevant Title Page specific, expanded Content Fast Speed Hierarchical Navigation Relevant Title To Keep To Improve yoast.com/yoastcon/ marieke.com/mariekecon/ Yoast Marieke 301-Redirects
  44. 44. #webmigrations at #yoastcon by @aleyda from @orainti Establishing the configuration changes to be implemented in the new pages versions Old Pages Titles, Descriptions & H1s New Pages Titles, Descriptions & H1s
  45. 45. #webmigrations at #yoastcon by @aleyda from @orainti Defining also the new pages to create to keep 
 the rankings for the old branded queries Yoast Marieke yoast.com/yoastcon/ marieke.com/mariekecon/ 301-Redirect Yoastcon 
 is now 
 Mariekecon marieke.com/yoastcon/ Links to Yoastcon SEO & Online Marketing Conference Mariekecon SEO & Online Marketing Conference
  46. 46. #webmigrations at #yoastcon by @aleyda from @orainti While targeting the transactional and new branded queries with the new ones New Marieke Pages Bridge Pages for old Yoast Brands Old Branded
 Queries Transactional Queries and New Branded Queries Old Yoast Pages Transactional Queries and Old Branded Queries
  47. 47. #webmigrations at #yoastcon by @aleyda from @orainti With rules you can follow in rebranding 
 scenarios that are known to be complex
  48. 48. #webmigrations at #yoastcon by @aleyda from @orainti It’s time to prepare and test your migration to make sure the defined pages are effectively redirected to their relevant new destinations #webmigrations at #yoastcon by @aleyda from @orainti
  49. 49. #webmigrations at #yoastcon by @aleyda from @orainti Before launching, it’s critical to test 
 the migration in a private environment
  50. 50. #webmigrations at #yoastcon by @aleyda from @orainti Validate the changes by comparing first the top old vs. new types of pages in the stage site Pages Crawlability Content Indexability 301-Redirects SSL CertificatePages Content Relevance Pages Internal linking Pages Speed Home Page Category Page Sub-Category Page Product Page Main Blog Page Blog Category Page Blog post Each Affected Page Type Verify Yoast Marieke yoast.test.com/yoastcon/ marieke.test.com/mariekecon/
  51. 51. #webmigrations at #yoastcon by @aleyda from @orainti List crawl the old URLs to check if the 
 301-redirects have been set as specified
  52. 52. #webmigrations at #yoastcon by @aleyda from @orainti Look for these common redirects issues 
 and fix them before launching Non-301 Redirects Redirects Loops Redirects Chains Redirects to Non- indexable or Error URLs Redirects to Non- relevant Pages
  53. 53. #webmigrations at #yoastcon by @aleyda from @orainti Crawl the new Web test version to also check 
 if its pages are optimized as specified
  54. 54. #webmigrations at #yoastcon by @aleyda from @orainti And if the SEO improvements & new pages 
 have been implemented too HTTP status Canonical tags Internal Links Content Indexability Content Relevance
  55. 55. #webmigrations at #yoastcon by @aleyda from @orainti It’s all working as expected? It’s then time to migrate and verify these again in the live environment #webmigrations at #yoastcon by @aleyda from @orainti
  56. 56. #webmigrations at #yoastcon by @aleyda from @orainti If the migration will take a bit, return a 503 HTTP status to tell Google there’s a maintenance https://yoast.com/http-503-site-maintenance-seo/
  57. 57. #webmigrations at #yoastcon by @aleyda from @orainti Do a list crawl of the old URLs to check that they’re 301 redirecting to their new specified destinations
  58. 58. #webmigrations at #yoastcon by @aleyda from @orainti Look again for and fix any non-301 redirects, loops, chains, or anything going to incorrect URLs
  59. 59. #webmigrations at #yoastcon by @aleyda from @orainti Prioritize to fix high-traffic pages with 
 incorrect redirect behavior
  60. 60. #webmigrations at #yoastcon by @aleyda from @orainti Crawl the new live site and make sure 
 the new pages are accessible & optimized too
  61. 61. #webmigrations at #yoastcon by @aleyda from @orainti Look for URLs that might be blocked, no-indexed, linking or canonicalizing to the old pages
  62. 62. #webmigrations at #yoastcon by @aleyda from @orainti If the migration has included an HTTPS switch make sure there are no mixed content issues too
  63. 63. #webmigrations at #yoastcon by @aleyda from @orainti If it’s a new Web location, set GA & GSC, and update with the old settings if relevant
  64. 64. #webmigrations at #yoastcon by @aleyda from @orainti Once fixed all issues, you can submit your new URLs & XML sitemaps to be re-crawled
  65. 65. #webmigrations at #yoastcon by @aleyda from @orainti For domains level migrations, submit it too 
 with Google’s Change of Address feature https://support.google.com/webmasters/answer/83106?hl=en
  66. 66. #webmigrations at #yoastcon by @aleyda from @orainti Check that new site pages are indexed and ranked over time #webmigrations at #yoastcon by @aleyda from @orainti
  67. 67. #webmigrations at #yoastcon by @aleyda from @orainti Start tracking your targeted queries before 
 the launch for the new and old Websites SEOmonitor & Advanced Web Rankings
  68. 68. #webmigrations at #yoastcon by @aleyda from @orainti Set a Web monitoring service to get alerts when changes in the new site pages or old redirected URLs are made Little Warden & ContentKing
  69. 69. #webmigrations at #yoastcon by @aleyda from @orainti Use the Search Console to monitor if the new URLs get indexed and the old ones disappear
  70. 70. #webmigrations at #yoastcon by @aleyda from @orainti Verify which have been included and which have been left out the index & the reason, to fix them
  71. 71. #webmigrations at #yoastcon by @aleyda from @orainti Monitor & compare the new vs. old main 
 ranked queries, pages and SERP features old website location new website location
  72. 72. #webmigrations at #yoastcon by @aleyda from @orainti Check that rankings & CTR of your top queries in the new location are regained over time
  73. 73. #webmigrations at #yoastcon by @aleyda from @oraintiSEOmonitor Monitor the trend of additional keywords w/ your own rank tracker, organizing them in groups
  74. 74. #webmigrations at #yoastcon by @aleyda from @orainti Look in both desktop and mobile results to identify inconsistent ranking behavior SEOmonitor
  75. 75. #webmigrations at #yoastcon by @aleyda from @orainti Track also your top queries vs. your competitors to check your search visibility share before & after SEOmonitor
  76. 76. #webmigrations at #yoastcon by @aleyda from @orainti Complement your own tracking by following-up with visibility indexes to identify potential issues with non-critical queries SEMrush, Sistrix, Searchmetrics
  77. 77. #webmigrations at #yoastcon by @aleyda from @orainti Check for your rankings impact on traffic while looking on conversion & engagement SEOmonitor
  78. 78. #webmigrations at #yoastcon by @aleyda from @orainti You should see a positive before and after migration traffic trend after a while
  79. 79. #webmigrations at #yoastcon by @aleyda from @orainti It’s about aligning SEO in the Web migration 
 process to avoid the most common issues Lack of a clear Web migration goal Lack of Flexibility to make changes Lack of support to make changes Leaving Important Pages out Migrating pages erroneously Moving to non-optimized new pages destinations
  80. 80. #webmigrations at #yoastcon by @aleyda from @orainti While taking the opportunity to eliminate whatever doesn’t spark joy #webmigrations at #yoastcon by @aleyda from @orainti
  81. 81. #webmigrations at #yoastcon by @aleyda from @orainti#webmigrations at #yoastcon by @aleyda from @orainti In order to achieve business goals successfully
 https://marieke.com Marieke Marieke MariekeCon
  82. 82. #webmigrations at #yoastcon by @aleyda from @orainti If somehow, you can’t do this from the start… don’t worry, I got you covered too bit.ly/crawlingmondays6
  83. 83. #webmigrations at #yoastcon by @aleyda from @orainti You’re now ready to move! #webmigrations at #yoastcon by @aleyda from @orainti

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