the process of redirecting a website on a structure change , redesign or re-branding a website. Case study of moving a subdomain to a subfolder http://luckyboost.com

1. Redesigning / Rebranding website
Without Losing Traffic
Menachem Rosenbaum
http://luckyboost.com
@luckyboost

2. To Do List
1. Billed new website fully SEO friendly
2. Create a full list of all current URLs
3. Create a full list of all new URLs
4. Match up the two lists
5. Create the proper redirects
6. Upload new site with redirect rules (.htaccess
or httpRedirect)

3. Redesigning websites
creates a process inside
the company.
Your job is to make sure
SEO is part of each step!

4. Questions to ask before redesign
1. Should there be structure changes?
2. Should there be changes to content?
3. Does website have an affiliate program?
4. Does website have tracking parameters in URL?
5. Was website hit by a penalty in the past?
6. Are subdomains being used?
7. Are there old pages that were
(or not) redirected?
??

5. SEO Job
• Keywords / Entities
• Keyword cannibalization
• Flat architecture
• Internal linking
• Redirects (tracking parameters, affiliates, old pages, penalties)
• User friendly
• Website Speed

6. The Change Over
Test new site
Test redirects
robots.txt
2 sitemaps
Goals
Disavow file
Monitor errors - Fix ASAP
Monitor crawling
https://www.seroundtable.com/google-disavow-https-21031.html

7. 2 sitemaps
Old
New

8. Monitor crawling
UserAgent=*bot* | timechart count by UserAgent span=1h
Old New

9. Case Study
subdomain to subfolder

10. Not only Google

11. Rankings

12. Thank You
Menachem Rosenbaum
menachem@luckyboost.com
@luckyboost