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

Embed

Start on current slide

Slide 1

Slide 1 text

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

Slide 2

Slide 2 text

How to analyze SEO migration f*ck ups - brightonSEO 2026 Migrations are overwhelming linkedin.com/in/jeroendriehuis/

Slide 3

Slide 3 text

How to analyze SEO migration f*ck ups - brightonSEO 2026 Migrations are complicated linkedin.com/in/jeroendriehuis/

Slide 4

Slide 4 text

How to analyze SEO migration f*ck ups - brightonSEO 2026 Migrations are risky linkedin.com/in/jeroendriehuis/

Slide 5

Slide 5 text

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/

Slide 6

Slide 6 text

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/

Slide 7

Slide 7 text

How to analyze SEO migration f*ck ups - brightonSEO 2026 linkedin.com/in/jeroendriehuis/

Slide 8

Slide 8 text

How to analyze SEO migration f*ck ups - brightonSEO 2026 How it started Business as usual, or is it? linkedin.com/in/jeroendriehuis/

Slide 9

Slide 9 text

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/

Slide 10

Slide 10 text

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/

Slide 11

Slide 11 text

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/

Slide 12

Slide 12 text

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/

Slide 13

Slide 13 text

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/

Slide 14

Slide 14 text

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/

Slide 15

Slide 15 text

How to analyze SEO migration f*ck ups - brightonSEO 2026 01 Available linkedin.com/in/jeroendriehuis/

Slide 16

Slide 16 text

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/

Slide 17

Slide 17 text

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/

Slide 18

Slide 18 text

How to analyze SEO migration f*ck ups - brightonSEO 2026 Available Missing content after migration linkedin.com/in/jeroendriehuis/

Slide 19

Slide 19 text

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/

Slide 20

Slide 20 text

How to analyze SEO migration f*ck ups - brightonSEO 2026 02 Crawlable linkedin.com/in/jeroendriehuis/

Slide 21

Slide 21 text

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/

Slide 22

Slide 22 text

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/

Slide 23

Slide 23 text

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/

Slide 24

Slide 24 text

How to analyze SEO migration f*ck ups - brightonSEO 2026 Crawlable Blocking that parameter in the robots.txt linkedin.com/in/jeroendriehuis/

Slide 25

Slide 25 text

How to analyze SEO migration f*ck ups - brightonSEO 2026 Crawlable Get speciﬁc with your Disallow rules linkedin.com/in/jeroendriehuis/

Slide 26

Slide 26 text

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/

Slide 27

Slide 27 text

How to analyze SEO migration f*ck ups - brightonSEO 2026 03 Indexable linkedin.com/in/jeroendriehuis/

Slide 28

Slide 28 text

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/

Slide 29

Slide 29 text

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/

Slide 30

Slide 30 text

How to analyze SEO migration f*ck ups - brightonSEO 2026 04 Renderable linkedin.com/in/jeroendriehuis/

Slide 31

Slide 31 text

How to analyze SEO migration f*ck ups - brightonSEO 2026 Renderable Check for rendering issues linkedin.com/in/jeroendriehuis/

Slide 32

Slide 32 text

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/

Slide 33

Slide 33 text

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/

Slide 34

Slide 34 text

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/

Slide 35

Slide 35 text

How to analyze SEO migration f*ck ups - brightonSEO 2026 05 Interpretable linkedin.com/in/jeroendriehuis/

Slide 36

Slide 36 text

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/

Slide 37

Slide 37 text

How to analyze SEO migration f*ck ups - brightonSEO 2026 Interpretable HTML headers used for styling linkedin.com/in/jeroendriehuis/

Slide 38

Slide 38 text

How to analyze SEO migration f*ck ups - brightonSEO 2026 Interpretable Issues within the structured data linkedin.com/in/jeroendriehuis/

Slide 39

Slide 39 text

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/

Slide 40

Slide 40 text

How to analyze SEO migration f*ck ups - brightonSEO 2026 06 Clickable linkedin.com/in/jeroendriehuis/

Slide 41

Slide 41 text

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/

Slide 42

Slide 42 text

How to analyze SEO migration f*ck ups - brightonSEO 2026 Clickable Content written for search engines linkedin.com/in/jeroendriehuis/

Slide 43

Slide 43 text

How to analyze SEO migration f*ck ups - brightonSEO 2026 Clickable Content written for actual humans linkedin.com/in/jeroendriehuis/

Slide 44

Slide 44 text

How to analyze SEO migration f*ck ups - brightonSEO 2026 Clickable Outdated content linkedin.com/in/jeroendriehuis/

Slide 45

Slide 45 text

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/

Slide 46

Slide 46 text

How to analyze SEO migration f*ck ups - brightonSEO 2026 Was it all worth it? linkedin.com/in/jeroendriehuis/

Slide 47

Slide 47 text

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/

Slide 48

Slide 48 text

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/

Slide 49

Slide 49 text

How to analyze SEO migration f*ck ups - brightonSEO 2026 What you need to remember linkedin.com/in/jeroendriehuis/

Slide 50

Slide 50 text

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/

Slide 51

Slide 51 text

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/