brightonSEO 2024: How to Relaunch a Website without Ruining SEO

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How to Relaunch a Website Without Ruining SEO Tina Reis INDEPENDENT SEO-CONSULTANT Speakerdeck.com/tinareis @tina-reis

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Tina Reis How to Relaunch a Website Without Ruining SEO [email protected] #brightonseo

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Relaunch.

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#brightonseo

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#brightonseo

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Which one are you? #brightonseo

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#brightonseo

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Search engines don’t like change. #brightonseo

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https://example.com/i-hold- all-of-your-ranking-data/ #brightonseo

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A 301 redirect transfers rankings – but it is not a safe bet. #brightonseo

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Will our users like it the same as before? #brightonseo

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Change but don’t change

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Many stakeholders. Many decisions. Touching every aspect of a site. #brightonseo

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Who has been in this position before: #brightonseo

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SEO is not involved early enough ... #brightonseo

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… or doesn’t have priority. #brightonseo

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#brightonseo

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Let‘s give you Brakes. A Map. And a Steering Wheel. #brightonseo

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How to get it right #brightonseo

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1. 2. 3. Get involved as early as possible. Make a plan. Be proactive and anticipate problems. Key Approaches #brightonseo

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Step by step #brightonseo

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Download a comprehensive checklist + redirect template + search intent analysis template for free Download Download #brightonseo

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01 What keeps search intent intact? #brightonseo

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Analyse your rankings 1. 2. 3. Identify your top performing pages. Identify elements integral to search intent. Create a reference document. #brightonseo

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URL or Template Clicks Impressions Average Position Search Intent Important Elements Product Template 12445 4555000 3.4 Quickly find the right product FAQs https://example.com/ example-2/ 4382 4738888 2.3 Definition of our main keyword Table of Contents Create a document that serves as guide and reference throughout the process #brightonseo

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#brightonseo By Template / URL Global Elements Technical Requirements

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02 Infuse every stage of the relaunch with SEO #brightonseo

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1. URL structure stays the same. 2. Traffic drivers are migrated with intact search intent. 3. Top pages stay in the main navigation. #brightonseo

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Don’t take anything for granted. #brightonseo

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Test, test, test #brightonseo

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03 Map Out Redirects in Advance #brightonseo

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Crawl current + staging Compare URL Paths or Slugs /de/topic/give-a-talk/ /de/topics/give-a-talk/ #brightonseo

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Fix /de/topic/give-a-talk/ /de/topics/give-a-talk/ Redirect /de/topic/this-talk.html /de/topic/this-talk/ #brightonseo

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Those Umlauts - Ü /de/ueberraschung/ /de/uberraschung/ #brightonseo

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Launch DATE #brightonseo

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#brightonseo

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1. Test Redirects. 2. Site is indexable. 3. Submit Sitemap to Google Search Console. #brightonseo

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It is not over until Google says it is. #brightonseo

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Key takeaways 1. 2. 3. Understand what drives your rankings. Use reference list as guide in the process. Communicate proactively. #brightonseo

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Free checklist + templates #brightonseo

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Connect with me on Linkedin and tell me your relaunch story! + Scan to Connect Get the slides: speakerdeck.com/tinareis