How to analyze SEO migration f*ck ups - brightonSEO 2026

In this talk, I will be talking about SEO migrations, one the riskiest moments for any website. Get it wrong, and you risk losing hard-earned traffic, conversions, and visibility overnight. In this practical and no-nonsense talk, I will show you how to systematically diagnose where things went wrong after a failed SEO migration, using a proven 6-step framework.

Transcript

1. How to analyze SEO migration f*ck ups - brightonSEO 2026 How to analyze SEO migration f*ck ups Jeroen Driehuis Onder linkedin.com/in/jeroendriehuis/ | Speakerdeck.com/driehuisjeroen
2. How to analyze SEO migration f*ck ups - brightonSEO 2026 Migrations are overwhelming linkedin.com/in/jeroendriehuis/
3. How to analyze SEO migration f*ck ups - brightonSEO 2026 Migrations are complicated linkedin.com/in/jeroendriehuis/
4. How to analyze SEO migration f*ck ups - brightonSEO 2026 Migrations are risky linkedin.com/in/jeroendriehuis/
5. How to analyze SEO migration f*ck ups - brightonSEO 2026 Reasons for migration f*ck ups The most common issues are • Not thinking about SEO from the start • No clear plan • SEO recommendations not implemented • Lack of communication linkedin.com/in/jeroendriehuis/
6. How to analyze SEO migration f*ck ups - brightonSEO 2026 Hi! My name is Jeroen Driehuis We work for these brands and companies: linkedin.com/in/jeroendriehuis/
7. How to analyze SEO migration f*ck ups - brightonSEO 2026 linkedin.com/in/jeroendriehuis/
8. How to analyze SEO migration f*ck ups - brightonSEO 2026 How it started Business as usual, or is it? linkedin.com/in/jeroendriehuis/
9. How to analyze SEO migration f*ck ups - brightonSEO 2026 Worst case scenario How bad could it be? • Big loss in traffic, leads and revenue • Client wanted a solution within a week linkedin.com/in/jeroendriehuis/
10. How to analyze SEO migration f*ck ups - brightonSEO 2026 What will we cover today? Analyse migration f*ck ups in six steps linkedin.com/in/jeroendriehuis/
11. How to analyze SEO migration f*ck ups - brightonSEO 2026 Before you begin Get to know your client Questions to ask before you start: • Why was there a migration? • What were the goals? • What decisions were made? • What are the technical limitations? linkedin.com/in/jeroendriehuis/
12. How to analyze SEO migration f*ck ups - brightonSEO 2026 Before you begin Don't make assumptions! A negative change in traffic or visibility does not equal a bad migration! linkedin.com/in/jeroendriehuis/
13. How to analyze SEO migration f*ck ups - brightonSEO 2026 This is still a successful migration Focus on what’s relevant for your client linkedin.com/in/jeroendriehuis/
14. How to analyze SEO migration f*ck ups - brightonSEO 2026 Before we begin Gather as much data as you can Sources you could use • Google Analytics • Google Search Console • Backlink profile • Old crawl data • Wayback machine • SERP overview history linkedin.com/in/jeroendriehuis/
15. How to analyze SEO migration f*ck ups - brightonSEO 2026 01 Available linkedin.com/in/jeroendriehuis/
16. How to analyze SEO migration f*ck ups - brightonSEO 2026 Available What are we looking for? • What pages were driving traffic to the website? • What pages and queries were leading to conversions? linkedin.com/in/jeroendriehuis/
17. How to analyze SEO migration f*ck ups - brightonSEO 2026 Available Main things to look for • Are the most important pages still there? • Are the redirects in place? • Are there any major changes in content? • Are the images and PDFs also included in the migration? linkedin.com/in/jeroendriehuis/
18. How to analyze SEO migration f*ck ups - brightonSEO 2026 Available Missing content after migration linkedin.com/in/jeroendriehuis/
19. How to analyze SEO migration f*ck ups - brightonSEO 2026 Available How do we check this? • Manually check the important pages • List mode in Screaming Frog • Ahrefs content changer • Wayback machine linkedin.com/in/jeroendriehuis/
20. How to analyze SEO migration f*ck ups - brightonSEO 2026 02 Crawlable linkedin.com/in/jeroendriehuis/
21. How to analyze SEO migration f*ck ups - brightonSEO 2026 Crawlable What are we looking for? • Are user agents allowed to see the important pages? linkedin.com/in/jeroendriehuis/
22. How to analyze SEO migration f*ck ups - brightonSEO 2026 Crawlable Main things to look for • Disallow rules in Robots.txt • ‘Nofollow’ attributes for internal links • Sitemap issues • Orphan pages linkedin.com/in/jeroendriehuis/
23. How to analyze SEO migration f*ck ups - brightonSEO 2026 Crawlable URL parameter used for sorting https:/ /inleaseautos.nl/financial-lease?general.category=car linkedin.com/in/jeroendriehuis/
24. How to analyze SEO migration f*ck ups - brightonSEO 2026 Crawlable Blocking that parameter in the robots.txt linkedin.com/in/jeroendriehuis/
25. How to analyze SEO migration f*ck ups - brightonSEO 2026 Crawlable Get specific with your Disallow rules linkedin.com/in/jeroendriehuis/
26. How to analyze SEO migration f*ck ups - brightonSEO 2026 Crawlable How do we check this? • Page indexing report in Google Search Console • Robots.txt checker • Crawling tools • Log files linkedin.com/in/jeroendriehuis/
27. How to analyze SEO migration f*ck ups - brightonSEO 2026 03 Indexable linkedin.com/in/jeroendriehuis/
28. How to analyze SEO migration f*ck ups - brightonSEO 2026 Indexable Main things to look for • No-index tags • Raw vs. Rendered HTML issues • Conflicting canonicals • Duplicate or thin content linkedin.com/in/jeroendriehuis/
29. How to analyze SEO migration f*ck ups - brightonSEO 2026 Indexable How do we check this? • Page indexing report in Google Search Console • Crawling tools • Compare the Raw versus Rendered HTML • SEO extensions linkedin.com/in/jeroendriehuis/
30. How to analyze SEO migration f*ck ups - brightonSEO 2026 04 Renderable linkedin.com/in/jeroendriehuis/
31. How to analyze SEO migration f*ck ups - brightonSEO 2026 Renderable Check for rendering issues linkedin.com/in/jeroendriehuis/
32. How to analyze SEO migration f*ck ups - brightonSEO 2026 Renderable Main things to look for • JavaScript dependencies • Content that depends on human interaction • Client side or Server side rendering linkedin.com/in/jeroendriehuis/
33. How to analyze SEO migration f*ck ups - brightonSEO 2026 Renderable Links not in the raw HTML Be careful with JavaScript linkedin.com/in/jeroendriehuis/
34. How to analyze SEO migration f*ck ups - brightonSEO 2026 Renderable How do we check this? • Inspect option Search Console • Crawling tools with Javascript rendering • Raw vs. Rendered HTML extensions linkedin.com/in/jeroendriehuis/
35. How to analyze SEO migration f*ck ups - brightonSEO 2026 05 Interpretable linkedin.com/in/jeroendriehuis/
36. How to analyze SEO migration f*ck ups - brightonSEO 2026 Interpretable Main things to look for • Structured data issues • Hierarchy issues (heading structure) • Content matching search intent linkedin.com/in/jeroendriehuis/
37. How to analyze SEO migration f*ck ups - brightonSEO 2026 Interpretable HTML headers used for styling linkedin.com/in/jeroendriehuis/
38. How to analyze SEO migration f*ck ups - brightonSEO 2026 Interpretable Issues within the structured data linkedin.com/in/jeroendriehuis/
39. How to analyze SEO migration f*ck ups - brightonSEO 2026 Interpretable How do we check this? • Crawling tools • Structured data validators (schema.org / Google Rich Result tester) • Changes in SERP elements or topics linkedin.com/in/jeroendriehuis/
40. How to analyze SEO migration f*ck ups - brightonSEO 2026 06 Clickable linkedin.com/in/jeroendriehuis/
41. How to analyze SEO migration f*ck ups - brightonSEO 2026 Clickable Main things to look for • AI Overviews • SERP elements (images, video, ads) • Content quality • E-E-A-T issues linkedin.com/in/jeroendriehuis/
42. How to analyze SEO migration f*ck ups - brightonSEO 2026 Clickable Content written for search engines linkedin.com/in/jeroendriehuis/
43. How to analyze SEO migration f*ck ups - brightonSEO 2026 Clickable Content written for actual humans linkedin.com/in/jeroendriehuis/
44. How to analyze SEO migration f*ck ups - brightonSEO 2026 Clickable Outdated content linkedin.com/in/jeroendriehuis/
45. How to analyze SEO migration f*ck ups - brightonSEO 2026 Clickable How do we check this? • Manual checks • Changes in SERP elements • Does the content match current SERPs linkedin.com/in/jeroendriehuis/
46. How to analyze SEO migration f*ck ups - brightonSEO 2026 Was it all worth it? linkedin.com/in/jeroendriehuis/
47. How to analyze SEO migration f*ck ups - brightonSEO 2026 Worst case scenario What it looked like before • Traffic and revenue are down • Client wanted a solution within a week linkedin.com/in/jeroendriehuis/
48. How to analyze SEO migration f*ck ups - brightonSEO 2026 Final result What it looked like after • More relevant traffic than before • Four times as many leads linkedin.com/in/jeroendriehuis/
49. How to analyze SEO migration f*ck ups - brightonSEO 2026 What you need to remember linkedin.com/in/jeroendriehuis/
50. How to analyze SEO migration f*ck ups - brightonSEO 2026 Main takeaways from today Three things I want you to remember • Get to know your client and don’t make assumptions • Break it down in steps • Migration fuck ups can be fixed even after 6 months linkedin.com/in/jeroendriehuis/
51. How to analyze SEO migration f*ck ups - brightonSEO 2026 Thank you! Let’s connect! My name is Jeroen Driehuis Download the checklist via the QR code and let’s connect on LinkedIn! linkedin.com/in/jeroendriehuis/