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Website migration best practices - Sukhjinder S...

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. All rights reserved 2022 @SukhSingh84 #BrightonSEO 1. Site architecture or

    URL change Home /dog-tops /cat-tops /dog-clothes /cat-clothes /tops-for-pets
  2. 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
  3. 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
  4. All rights reserved 2022 @SukhSingh84 #BrightonSEO 3. Re-platforming (CMS) FYI:

    2021 Market shares: 3% 5% 2% 2% 2% 1% 64% https://kinsta.com/cms-market-share/
  5. 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
  6. 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
  7. 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
  8. All rights reserved 2022 @SukhSingh84 #BrightonSEO The migration stages 1.

    Scoping and planning 2. Development and testing 3. Launch (live testing and changes)
  9. 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
  10. 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
  11. All rights reserved 2022 @SukhSingh84 #BrightonSEO Define and measure success

    (KPIs) +CTR% +Keyword visibility +Traffic -Bounce rate +Conversion rates +Core Web Vitals Scores
  12. All rights reserved 2022 @SukhSingh84 #BrightonSEO Set realistic timelines We

    recommend 6 months to plan, develop, test, launch… How about 3 months?
  13. All rights reserved 2022 @SukhSingh84 #BrightonSEO Audit old & new

    site: Don’t migrate issues! Old site Core Vitals Dupe content New site Core Vitals Dupe content
  14. All rights reserved 2022 @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
  15. All rights reserved 2022 @SukhSingh84 #BrightonSEO Use SEMrush ‘Content Audit’

    https://www.semrush.com/blog/content-audit-for-content-marketing-strategy/
  16. 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.
  17. All rights reserved 2022 @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
  18. All rights reserved 2022 @SukhSingh84 #BrightonSEO Back-up your site (regularly!)

    Yes, I migrated the content Yes, I’m sure What blog?
  19. All rights reserved 2022 @SukhSingh84 #BrightonSEO Choose a good day

    & time •Early in the week •Use Google Analytics: ‘Users by time of day’ report
  20. All rights reserved 2022 @SukhSingh84 #BrightonSEO Soft launch - Ideal

    •No announcement, no marketing •Allows you to test a live site •Ideal
  21. All rights reserved 2022 @SukhSingh84 #BrightonSEO Incremental launch - Ideal

    •If cover multiple regions or have an enterprise site •Test and fix each section in stages •Ideal
  22. All rights reserved 2022 @SukhSingh84 #BrightonSEO 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
  23. 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]