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Searchengineland.com Summit Session #Smx - Managing Search, Managing Change Presentation By Jeff Preston @Jeffreypreston Of Disney Interactive Read more about search engine optimization and sign up for the SEO Newsletter at http://searchengineland.com now >>
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Managing Search, Managing Change
Managing Change: New Team Builds New CMS
• Team created to build new CMS
• Many SEO features
• When the CMS is completed, which domain to use?
Domain Change: Going off Go.com
• Scope: Move 250 sites to a new domain in 12 months
Domain Change: SEO Risks Identified
• Changing domains would have unknown algorithm repercussions
• Disney.com network split across two domains during migration
Domain Change: Internal Communication
• SEO team very visible during CMS development
• Communicated by writing and in person the risks of changing domains
• Set expectations for rough launch
Domain Change: Launch Plan
• Use online collaboration tools
• Stage and test redirects pre launch
• Immediately change all internal signals (internal navigation, internal links, sitemaps, etc.)
• Immediately change all external signals (vanity domains, Wikipedia, Freebase, etc.)
• Submit new XML sitemaps to Google and Bing within minutes (kept up old XML sitemaps too)
Domain Change: Last Minute Challenges
• Organizational changes
• SEO features go missing in prelaunch checks
• Not all content ready to migrate (=site split between two domains)
• Jeff’s hard drive fails 3 days before launch
• Two war rooms about 5 miles apart
Domain Change: Migration Lessons Learned
• Sites that gradually moved over saw drop in organic traffic
• Sites that cut over cleanly did not see major loss in organic traffic
• Google does not always honor rel canonical tag
• Major platform improvements may outweigh moving to a weaker domain
• Migrations may affect other sites on older domain
Domain Change: Migration Lessons Learned
• Get involved early and often
• Measure before and after
• Manage risk with written migration/launch plans & checklists
• Stay calm during launch (be prepared for problems)
Organizational Change: Acquisitions
• Welcome new team members warmly
• Audit sites immediately
• Meet one-on-one with key players regularly
• Be prepared for questions
• Empathy
Organizational Change: Invite to Act
• People respond better to invitations
• Be convincing rather than commanding
• Remember: Meet one-on-one with key players as needed
Organizational Change: New Leadership
• Onboard immediately
• Understand leaders background before approaching
• Seize opportunity to learn from someone new
Organizational Change: New Team Members
• Welcome warmly
• Onboard immediately
• Understand backgrounds and strengths
• Offer opportunities to grow
• Hold accountable
Managing Change: Attitude
• Have a positive mental attitude toward your leadership, organization, and sites
• Take personal responsibility for results
• Be calm. Be patient. Be willing to learn as you go.
Jeff Preston
@JeffreyPreston
https://twitter.com/jeffreypreston
http://www.linkedin.com/in/jeffreypreston
Thank You!