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Website migration best practices - Sukhjinder Singh - Brighton SEO - April 2022

Website migration best practices - Sukhjinder Singh - Brighton SEO - April 2022

Taking you through the fundamental best practices of migrating a website while retaining and improving upon current SEO performance.

My website: idoseo.co.uk

Sukhjinder Singh

March 10, 2022
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  1. Website Migration Best
    Practices
    Sukhjinder Singh | Anicca Digital
    Slideshare.net/SukhjinderSingh35
    @SukhSingh84

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  2. All rights reserved 2022
    @SukhSingh84
    #BrightonSEO
    What is a site
    migration?

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  3. All rights reserved 2022
    @SukhSingh84
    #BrightonSEO
    1. Site architecture or URL change
    Home
    /dog-tops /cat-tops
    /dog-clothes /cat-clothes /tops-for-pets

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  4. All rights reserved 2022
    @SukhSingh84
    #BrightonSEO
    2. Content consolidation/pruning
    Dog Summer
    Outfits 2019
    Low rank
    Slow loading
    Good content
    Cat Style
    Guide 2020
    High rank
    High bounce
    Poor content

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  5. All rights reserved 2022
    @SukhSingh84
    #BrightonSEO
    2. Content consolidation/pruning
    Dog Summer
    Outfits 2019
    Low rank
    Slow loading
    Good content
    Cat Style
    Guide 2020
    High rank
    High bounce
    Poor content
    Pet Style Guide
    2022
    High rank
    Low bounce
    Great content

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    @SukhSingh84
    #BrightonSEO
    3. Re-platforming (CMS)

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    @SukhSingh84
    #BrightonSEO
    3. Re-platforming (CMS)
    FYI: 2021 Market shares:
    3%
    5%
    2%
    2% 2%
    1%
    64%
    https://kinsta.com/cms-market-share/

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    @SukhSingh84
    #BrightonSEO
    4. Protocol change
    http://not-secure...

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    @SukhSingh84
    #BrightonSEO
    4. Protocol change
    http://not-secure...
    https://secure.com

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  10. All rights reserved 2022
    @SukhSingh84
    #BrightonSEO
    5. Domain name change
    https://dog-tops.com

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    @SukhSingh84
    #BrightonSEO
    5. Domain name change
    https://dog-tops.com
    https://pet-clobber.com

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  12. All rights reserved 2022
    @SukhSingh84
    #BrightonSEO
    5. Top-level domain name change
    https://pet-clobber.com
    https://pet-clobber.fr
    https://pet-clobber.de
    https://pet-clobber.co.uk

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  13. All rights reserved 2022
    @SukhSingh84
    #BrightonSEO
    6. Merging sites
    Website 1
    Low rank
    Low DA
    Defunct brand
    Good content
    Website 2
    High rank
    High DA
    Bad CMS
    Poor content

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  14. All rights reserved 2022
    @SukhSingh84
    #BrightonSEO
    Website 2
    High rank
    High DA
    Bad CMS
    Bad content
    6. Merging sites
    Website 1
    Low rank
    Low DA
    Defunct brand
    Good content
    Website 1
    High rank
    High DA
    New CMS
    Good content

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  15. All rights reserved 2022
    @SukhSingh84
    #BrightonSEO
    What could go
    wrong?

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    @SukhSingh84
    #BrightonSEO
    Less traffic, engagement or conversions

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    @SukhSingh84
    #BrightonSEO
    Fewer indexed pages

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    @SukhSingh84
    #BrightonSEO
    Less visibility/rankings

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  19. All rights reserved 2022
    @SukhSingh84
    #BrightonSEO
    Migrating your
    Website

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    @SukhSingh84
    #BrightonSEO
    The migration stages
    1. Scoping and planning
    2. Development and testing
    3. Launch (live testing and changes)

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  21. All rights reserved 2022
    @SukhSingh84
    #BrightonSEO
    Scoping and
    Planning

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  22. All rights reserved 2022
    @SukhSingh84
    #BrightonSEO
    Consider why you are migrating?
    Low-Medium SEO impact
    • Look and theme
    • Site structure (not URLs)
    • Re-platforming (CMS)
    • Hosting provider

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  23. All rights reserved 2022
    @SukhSingh84
    #BrightonSEO
    Consider why you are migrating?
    Low-Medium SEO impact
    • Look and theme
    • Site structure (not URLs)
    • Re-platforming (CMS)
    • Hosting provider
    Medium-High SEO impact
    • Site structure (URLs)
    • HTTP protocol
    • Domain name
    • Merge sites
    • Content consolidation

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  24. All rights reserved 2022
    @SukhSingh84
    #BrightonSEO
    Define and measure success (KPIs)
    +CTR%
    +Keyword visibility
    +Traffic
    -Bounce rate
    +Conversion rates
    +Core Web Vitals Scores

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    @SukhSingh84
    #BrightonSEO
    Benchmark performance

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    @SukhSingh84
    #BrightonSEO
    Project planning & management
    Google Sheets/Excel

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    #BrightonSEO
    Set realistic timelines
    We recommend 6 months
    to plan, develop, test,
    launch…
    How about 3 months?

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  28. All rights reserved 2022
    @SukhSingh84
    #BrightonSEO
    Project management tools
    Slack
    Trello
    MS Teams – ‘Tasks’

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    @SukhSingh84
    #BrightonSEO
    Development and
    Testing

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    @SukhSingh84
    #BrightonSEO
    Audit old & new site: Don’t migrate
    issues!
    Old site
    Core Vitals
    Dupe content
    New site
    Core Vitals
    Dupe content

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  31. All rights reserved 2022
    @SukhSingh84
    #BrightonSEO
    SEO elements checklist
    https://bit.ly/anicca-tech-seo-checklist

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    @SukhSingh84
    #BrightonSEO
    Do a content value audit
    Gather as much data as possible:
    1. Impressions, CTR
    2. Ranking keywords and pages
    3. Traffic, engagement, conversions
    4. Domain authority, backlinks, social signals
    5. Indexation, tech/on-page issues, Core Web Vitals

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    @SukhSingh84
    #BrightonSEO
    Use SEMrush ‘Content Audit’
    https://www.semrush.com/blog/content-audit-for-content-marketing-strategy/

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    @SukhSingh84
    #BrightonSEO
    Use Data Studio: blend data

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    @SukhSingh84
    #BrightonSEO
    Improve, consolidate, or redirect

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    @SukhSingh84
    #BrightonSEO
    Wireframe site structure

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    @SukhSingh84
    #BrightonSEO
    Wireframe site structure & pages
    Miro.com Invisionapp.com

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  38. All rights reserved 2022
    @SukhSingh84
    #BrightonSEO
    Old content vs new templates
    What do
    SEOs use
    when
    fishing?
    Linkbait.
    What do
    SEOs use…
    ...when
    fishing?
    Linkbait…..
    sorry.

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    @SukhSingh84
    #BrightonSEO
    Old content vs new templates
    Word Invisionapp.com

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    @SukhSingh84
    #BrightonSEO
    A/B testing
    https://optimize.google.com (free and paid)
    https://www.hotjar.com (trial and paid)

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    @SukhSingh84
    #BrightonSEO
    Add tracking, CTAs and goals
    •Use the same ‘property’ with a new ‘beta view’
    •Recreate/migrate micro and macro conversion
    points and goals

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    @SukhSingh84
    #BrightonSEO
    Test: view source, Tag Assistant

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    #BrightonSEO
    Test: Tag Manager ‘preview mode’

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    @SukhSingh84
    #BrightonSEO
    Back-up your site (regularly!)
    Yes, I
    migrated the
    content
    Yes, I’m sure What blog?

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    @SukhSingh84
    #BrightonSEO
    Back-up: manually using FTP
    https://filezilla-project.org/

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    @SukhSingh84
    #BrightonSEO
    Back-up: cPanel

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    #BrightonSEO
    Back-up: WP plugins
    https://updraftplus.com

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    #BrightonSEO
    Launch and Live
    Testing

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    #BrightonSEO
    Choose a good day & time
    •Early in the week
    •Use Google Analytics: ‘Users by
    time of day’ report

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    @SukhSingh84
    #BrightonSEO
    Soft launch - Ideal
    •No announcement, no marketing
    •Allows you to test a live site
    •Ideal

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    @SukhSingh84
    #BrightonSEO
    Incremental launch - Ideal
    •If cover multiple regions or have an enterprise site
    •Test and fix each section in stages
    •Ideal

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    @SukhSingh84
    #BrightonSEO
    Test redirects
    Check: redirect loops, 404 errors, planned vs final URLs.
    =D2=F2

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    @SukhSingh84
    #BrightonSEO
    Re-audit technical SEO issues
    https://www.deepcrawl.com/

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    @SukhSingh84
    #BrightonSEO
    Test tracking
    ‘Real-Time’ report in Google Analytics

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    @SukhSingh84
    #BrightonSEO
    KPIs: Monitor 3-6 months+

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    Summary

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    Summary
    1. Qualify why you are migrating
    2. Define what success means (KPIs)
    3. Plan and project-manage
    4. Audit and resolve before and after launch
    5. Monitor 3-6 months+ after launch
    https://bit.ly/anicca-tech-seo-checklist

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  58. All rights reserved 2022
    @SukhSingh84
    #BrightonSEO
    Disclaimer
    The materials set out in this document are concepts only (the “Concepts”) and, in addition to any rights
    vesting in Anicca Digital Limited (“Anicca”), may be the subject of existing third party intellectual property
    rights.
    If the client wishes to utilise any of the Concepts, it should notify Anicca in writing and Anicca will then put
    in place the appropriate intellectual property searches (the “Searches”). The use of the Concepts is
    therefore subject to the results of the Searches.
    Anicca shall not be liable for any damages, costs or losses whether direct or indirect (and including,
    without limitation, loss of profits, loss of business and loss of goodwill) arising out of any claim by any third
    party relating to the Concepts proposed by Anicca where the client uses a Concept:
    prior to Anicca confirming whether or not the Concept is subject to existing third party intellectual property
    rights; and/or
    in breach of existing third party intellectual property rights following the Searches.
    All Anicca rights to proposed technical, content and creative concepts belong to Anicca unless paid for
    by the client. Should the client subsequently use any concepts without payment to Anicca (unless agreed
    otherwise by both parties in writing), Anicca reserves the right to take action to recoup, without limitation,
    damages for breach of intellectual property rights and/or any lost costs associated with the development
    of such concepts from the client.
    Thank you
    [email protected]

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