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@danielbianchini
MIGRATIONS
TOOLS
PROCESS
DANGERS
MONITORING
REASONS
DATA
LAUNCH PLAN
TESTING
STAKEHOLDERS
@danielbianchini
MIGRATIONS
TOOLS
PROCESS
DANGERS
MONITORING
REASONS
DATA
LAUNCH PLAN
TESTING
STAKEHOLDERS
PM approach Link reclamation
Pre-launch
Data gathering
Launch to early
Poor implementationLaunch during
peak
Using poor tech New domain hasbad history
KWR Pos
Pages indexed
Organic traffic
Currentvisibility
Pagespeed
Replatforming
SSL
Redesign
DomainConsolidations
URLrestructure
Out of datetechMoving TLD
Rebrand
New host
New URLSExisting redirects
GSC linked pages
Analytics
Website crawl
Log file analysis
Image locations
GSC switchSitemaps
Redirectchecks
Robots.txtchecks
Agencies
Brandteam
C-suite PR team
Marketing team
Developers
Infrastructureteam
Loss of visibilityLoss of traffic
Crawlers
Analytics
Log file analysis External link tools
GSC
Redirects
Crawling
Analytics
@danielbianchini
BenchmarkingGathering information to understand pre-migration performance compared to post-launch.
@danielbianchini
BENCHMARKING DASHBOARD
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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.comGAorganicsessions villarenters.comGAorganicsessions
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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
Keyw
ords
clickstay.comorganickeywords villarenters.comorganickeywords
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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
http://bit.ly/migration-reporting
@danielbianchini
SEMRUSH
▸ Weekly/monthly exports of keyword visibility and add into the spreadsheet (SEMrush data).
▸ Add the number of organic keywords highlighted
@danielbianchini
GOOGLE ANALYTICS
▸ Export weekly/monthly traffic figures to identify any noticeable shifts in traffic
@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
@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.comGAorganicsessions villarenters.comGAorganicsessions
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
Keyw
ords
clickstay.comorganickeywords villarenters.comorganickeywords
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-Mar-16
15-Apr-16
15-May-16
15-Jun-16
15-Jul-16
http://bit.ly/migration-reporting
@danielbianchini
One of the most important part of a website migration is having ALL the URL data.
URL data gathering
@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
@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
@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
@danielbianchini
LINK DATA
▸ Gather link data from your backlink software of choice
▸ Download most linked content in spreadsheet
@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
@danielbianchini
NOW FOR MAKING DECISIONS
URL Gathering Template http://bit.ly/url-gathering
IF YOU ARE GOING TO MAKE A MISTAKE, DO NOT LET GATHERING URL DATA BE IT!
Thank You!
@danielbianchini
www.danielbianchini.co.uk
@danielbianchinime@danielbianchini.co.uk
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