International Website Migrations

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montserrat-cano.com I N T E R N A T I O N A L W E B S I T E M I G R A T I O N S H O W T O A V O I D T H E S T O R M montserrat-cano.com

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montserrat-cano.com montserrat-cano.com Don´t leave money on the table Don´t duplicate work nor effort Deliver a successful migration

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montserrat-cano.com A D D E D L A Y E R O F C O M P L E X I T Y

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montserrat-cano.com B R A V I N G T H E S T O R M A V O I D I N G T H E S T O R M vs

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montserrat-cano.com T H E P R E V E N T A B L E P R O B L E M P A R A D O X https://medium.com/@shreyashere/why-our-leaders-fail-us-and-then-save-us-the-preventable- problem-paradox-872614ec3293 montserrat-cano.com

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montserrat-cano.com B I R D S A R E S M A R T

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montserrat-cano.com montserrat-cano.com

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montserrat-cano.com montserrat-cano.com Don’t do it

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montserrat-cano.com URLs you don´t need anymore Clunky or outdated CMS Protocol or hosting provider Switching domain names Website redesign Merging websites Changing website architecture and/or URL However…

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montserrat-cano.com montserrat-cano.com I S I T N E C E S S A R Y R I G H T N O W ? D O Y O U H A V E T H E R E S O U R C E S ? Necessar y Got resource s Do it

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montserrat-cano.com montserrat-cano.com Don’t do it

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montserrat-cano.com montserrat-cano.com A L L B U S I N E S S E S A R E D I F F E R E N T A N D A R E A T D I F F E R E N T S T A G E S O F T H E I R J O U R N E Y montserrat-cano.com

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montserrat-cano.com F L Y A W A Y …

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montserrat-cano.com We need real reasons to avoid losing: • Visibility • Online reputation • Revenue L E T ´ S N O T B E C L U M S Y !

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montserrat-cano.com That’s why SEOs need to either lead or being in a leading role in any migration project

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montserrat-cano.com S O M E C H A L L E N G E S

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montserrat-cano.com Trading in international markets is complex

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montserrat-cano.com S O M E A S P E C T S T O B E A R I N M I N D • Specific market conditions • Company vision/ practices

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montserrat-cano.com • Technical & content quality issues • Different market conditions • Varying brand appreciation • Different languages • Cultural differences • It´s an extra effort

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montserrat-cano.com Internal politics and business pressure

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montserrat-cano.com Wrong decisions

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montserrat-cano.com Loss of visibility, also to do with brand strength on each market

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montserrat-cano.com L A C K O F I N T E R N A L A W A R E N E S S

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montserrat-cano.com Laws and regulations

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montserrat-cano.com Uncertain times

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montserrat-cano.com montserrat-cano.com S O M E T I P S T O D E A L W I T H C H A L L E N G E S

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montserrat-cano.com montserrat-cano.com To avoid https://www.sistrix.com/blog/migration-migrations-migraine-site-move-fears-are-not-well-founded/ Idea l

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montserrat-cano.com It´s mostly up to us to ensure success That’s why we plan ahead

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montserrat-cano.com Not in our hands • Sudden change in internal priorities • Emergencies • Sudden market/ business decisions • Recommendations not implemented • Others

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montserrat-cano.com We can always solve issues when they come… At what cost though?

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montserrat-cano.com Some things are in our hands

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montserrat-cano.com • Research • Plan • Manage expectations • Execute exactly • Monitor • Measure, benchmark

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montserrat-cano.com • Results from market research • Results from technical audit • Brand perception • Loss of visibility and sales or leads Managing expectations regarding each market Get internal buy-in and reputation

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montserrat-cano.com montserrat-cano.com

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montserrat-cano.com montserrat-cano.com Be clear about your international strategy Your vision Resource s RoI Do it

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montserrat-cano.com montserrat-cano.com Be clear about your international strategy Communicate Agree way forward Collaborate

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montserrat-cano.com montserrat-cano.com Look further beyond

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montserrat-cano.com Aim for a solid website for each market & be ready for any eventuality to help minimise the effects of any wrong decisions

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montserrat-cano.com S T O C K T A K E T I M E … • Markets • Products • Services • Contact pages • Old blog entries • Delivery, logistics info • Payment info, currencies • Branding consitency • URL structure • Navigation • hreflang • Use of language/s • Structure making sense • Design issues: overlapping text, etc • Appropriate images • Visibility and accessibility • Specific content • Compliance: content and tech • Backlinks

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montserrat-cano.com montserrat-cano.com

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montserrat-cano.com T A K E A P R O J E C T M A N A G E M E N T A P P R O A C H Business/ marketing vision Audit Decide and prioritise accordingly Execute exactly Measure Repeat as necessary

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montserrat-cano.com Get data first! Audit on each market • Technical audit • Content audit • Performance • RoI • Brand perception T A K E A P R O J E C T M A N A G E M E N T A P P R O A C H

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montserrat-cano.com C O L L A B O R A T E • Extended regional teams • Extended internal teams • Overall marketing • IT • Analysts • UX/ CRO • Finance • Legal Websites as a reflection of the organisation

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montserrat-cano.com Avoid passing issues present on the current sites! A V O I D

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montserrat-cano.com montserrat-cano.com

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montserrat-cano.com L E G A L C O M P L I A N C E • Different laws for each market, eg BDSG in Germany • Payment platforms or processes • CRM integration • Data migration

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montserrat-cano.com • Avoid any data loss • Avoid any legal issues L E G A L C O M P L I A N C E

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montserrat-cano.com montserrat-cano.com The cost of a failed international website migration project is too high for businesses in this increasingly crowded online landscape

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montserrat-cano.com montserrat-cano.com Plan and execute well Mind the nuances on each market Educate internally Collaborate with others

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montserrat-cano.com montserrat-cano.com Don´t leave money on the table Don´t duplicate work nor effort Deliver a successful migration

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montserrat-cano.com montserrat-cano.com My name is Montserrat Cano  In-house & consultant  International SEO & digital marketing  Localisation projects  UK & UE search awards judge  Associate University Professor  Upcoming book on digital marketing  Contributor to the book SEO in 2023 Please consider donating to the Red Cross if you can: https://www.icrc.org/en