https://speakerdeck.com/rebeccayu4w 2026-10-08 06:43:53 -0400 Talk: Common mistakes in large-scale site migration Speaker: Rebecca Yu - SEO Manager in JAKALA At enterprise scale, a migration isn’t just an SEO project – it’s a web development project involving dev, UX, content and analytics teams. The talk walks through six structural failure points:       1.    Not knowing where you are – understanding the operational landscape: project timelines and dependencies, Agile vs waterfall, working in Jira (epics down to acceptance criteria), and the traps between staging and pre-production environments.       2.    Not knowing your source of truth – how a single page is built from CMS, DAM and PIM, and why you need to map each data point before planning things like schema at scale.       3.    Not knowing your boundaries – separating SEO problems from dev, content or governance problems, using an LCP example and a RACI matrix to clarify who owns what.       4.    No MVP for SEO tests – defining must-haves for launch and rolling out new SEO features in phases: proof of concept, pilot, then full release.       5.    Confusing human errors with system errors – telling apart a manually set value that wasn’t updated from flawed automation logic, with canonical and schema examples.       6.    Not factoring in scalability and new trends – planning URL structures that leave room for new markets, and preparing sites for AI agents and agentic browsing. Key takeaway: migrations succeed or fail on organisational understanding as much as technical SEO – know the landscape, your data sources and your role, and build in room to grow. Possible Q&A angles: how to get SEO tickets prioritised, working with devs on ownership, and what “agent-ready” means for sites today. Talk: Common mistakes in large-scale site migration Speaker: Rebecca Yu - SEO Manager in JAKALA At enterprise scale, a migration isn’t just an SEO project – it’s a web development project involving dev, UX, content and analytics teams. The talk walks through six structural failure points:       1.    Not knowing where you are – understanding the operational landscape: project timelines and dependencies, Agile vs waterfall, working in Jira (epics down to acceptance criteria), and the traps between staging and pre-production environments.       2.    Not knowing your source of truth – how a single page is built from CMS, DAM and PIM, and why you need to map each data point before planning things like schema at scale.       3.    Not knowing your boundaries – separating SEO problems from dev, content or governance problems, using an LCP example and a RACI matrix to clarify who owns what.       4.    No MVP for SEO tests – defining must-haves for launch and rolling out new SEO features in phases: proof of concept, pilot, then full release.       5.    Confusing human errors with system errors – telling apart a manually set value that wasn’t updated from flawed automation logic, with canonical and schema examples.       6.    Not factoring in scalability and new trends – planning URL structures that leave room for new markets, and preparing sites for AI agents and agentic browsing. Key takeaway: migrations succeed or fail on organisational understanding as much as technical SEO – know the landscape, your data sources and your role, and build in room to grow. Possible Q&A angles: how to get SEO tickets prioritised, working with devs on ownership, and what “agent-ready” means for sites today. Thu, 08 Oct 2026 00:00:00 -0400 https://speakerdeck.com/rebeccayu4w/common-mistakes-in-large-scale-site-migration-brighton-seo-oct-2026-rebecca-yu https://speakerdeck.com/rebeccayu4w/common-mistakes-in-large-scale-site-migration-brighton-seo-oct-2026-rebecca-yu