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5 things you need to remember for a smooth migration Jon Earnshaw@jonearnshaw @PiDatametricswww.pi-datametrics.com
July 2016
@jonearnshaw@PiDatametrics www.pi-datametrics.com
DangerousAdventures
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Swimming with sharks
@jonearnshaw@PiDatametrics www.pi-datametrics.com
@jonearnshaw@PiDatametrics www.pi-datametrics.com
Free climbing
@jonearnshaw@PiDatametrics www.pi-datametrics.com
@jonearnshaw@PiDatametrics www.pi-datametrics.com
Running with bulls
@jonearnshaw@PiDatametrics www.pi-datametrics.com
@jonearnshaw@PiDatametrics www.pi-datametrics.com
Migrating your website
@jonearnshaw@PiDatametrics www.pi-datametrics.com
@jonearnshaw@PiDatametrics www.pi-datametrics.com
Potentially one of the most dangerous online marketing adventures
@jonearnshaw@PiDatametrics www.pi-datametrics.com
Heres a classic example
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Platform Migration - unnamed website loses all organic visibility
@jonearnshaw@PiDatametrics www.pi-datametrics.com
And heres another
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A high street bank - appears to suffer a loss of visibility
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Turns out to be a straightforward TLD migration
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The Overall Outcome?
@jonearnshaw@PiDatametrics www.pi-datametrics.com
Organic VisibilityAfter 15 days
28% visibility loss
@jonearnshaw@PiDatametrics www.pi-datametrics.com
Organic VisibilityAfter 75 days
35% visibility loss
@jonearnshaw@PiDatametrics www.pi-datametrics.com
Pre MigrationVisibility Index - grouping the terms together
Original TLD
@jonearnshaw@PiDatametrics www.pi-datametrics.com
Pre and Post MigrationVisibility Index - grouping the terms together
Original TLD
New TLD
Never quite recovered from
the loss
@jonearnshaw@PiDatametrics www.pi-datametrics.com
And this is where the rumours start!
@jonearnshaw@PiDatametrics www.pi-datametrics.com
The oldmigration myth
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45%
60% - 70%
It could die
It depends
@jonearnshaw@PiDatametrics www.pi-datametrics.com
ButIt doesnt have to be
this way!
@jonearnshaw@PiDatametrics www.pi-datametrics.com
This is a great opportunity!
@jonearnshaw@PiDatametrics www.pi-datametrics.com
Five key things to get right
@jonearnshaw@PiDatametrics www.pi-datametrics.com
1. Involve SEO from the start2. Redirects and mapping3. Utilise DATA4. Make sure theres an owner5. Keep the stage from getting out
@jonearnshaw@PiDatametrics www.pi-datametrics.com
1. Involve SEO from the start
@jonearnshaw@PiDatametrics www.pi-datametrics.com
Project resources and scope normally set very, very early on
Involve SEO in scoping and planning to build SEO in at all appropriate touch points
This person MUST be experienced in migrations Allow SEO person to build relationships and establish
credibility with the team
@jonearnshaw@PiDatametrics www.pi-datametrics.com
2. Redirects and mapping
@jonearnshaw@PiDatametrics www.pi-datametrics.com
Crawl your site Check for old subdomains and orphan pages Create a detailed redirect map Every page matters - especially the priority ones If youre in pre-build phase - review the theming Thoroughly test in staging and after launch
@jonearnshaw@PiDatametrics www.pi-datametrics.com
And if you dont?
@jonearnshaw@PiDatametrics www.pi-datametrics.com
Incorrectly migrated contentThe result of a failure to preserve authority
Many old URLs still indexed - months on
Steady rise in soft 404s
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Impact on the SERPS?
01 April 2016
High value terms
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The cause and the fix
Highly inappropriate redirects Substantial number of pages 302 to home
Audit to determine appropriate redirects Regaining authority will take time!
@jonearnshaw@PiDatametrics www.pi-datametrics.com
3. Utilise DATA
@jonearnshaw@PiDatametrics www.pi-datametrics.com
Benchmark current visibility early on How are we performing? Look for opportunities and feedback Determine current extent of conflict Whos doing better and why? Find/modify existing redirects to avoid chains Monitor the migration window
@jonearnshaw@PiDatametrics www.pi-datametrics.com
The migration windowWhat to expect...
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Imagine you were #1 for Best Bollywood Movies
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@jonearnshaw@PiDatametrics www.pi-datametrics.com
Straight switch
Original domain
New new domain
migration window
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Brief coexistence then switch
Original domain
New new domain
migration window
@jonearnshaw@PiDatametrics www.pi-datametrics.com
Good uplift
New domain
Original domain
migration window
Previous conflict resolved
30 positionuplift
@jonearnshaw@PiDatametrics www.pi-datametrics.com
Another good uplift
New domain
Original domain
migration window
PreviousGlass ceiling
20 positionuplift
@jonearnshaw@PiDatametrics www.pi-datametrics.com
4. Make sure theres an owner
@jonearnshaw@PiDatametrics www.pi-datametrics.com
Give one person responsibility to run the migration Involve them throughout the project to ensure they grasp
the architecture and the quirks of the site Empower them to make and enforce decisions
@jonearnshaw@PiDatametrics www.pi-datametrics.com
5. Keep the stage from getting out
@jonearnshaw@PiDatametrics www.pi-datametrics.com
Remember that robots.txt only blocks crawling, NOT indexing
Use IP whitelisting Require a login Noindex meta
@jonearnshaw@PiDatametrics www.pi-datametrics.com
Summary
@jonearnshaw@PiDatametrics www.pi-datametrics.com
SEO is not the icing - its a key ingredient You cant just SEO it! Get expert help See this as an opportunity Dont always believe the old migratory myth Utilise data - before, during and after Plan
Thank You
Jon Earnshaw@jonearnshaw @PiDatametricswww.pi-datametrics.com
July 2016