brightonSEO 2024: How to Relaunch a Website without Ruining SEO

Transcript

1. How to Relaunch a Website Without Ruining SEO Tina Reis INDEPENDENT SEO-CONSULTANT Speakerdeck.com/tinareis @tina-reis
2. Tina Reis How to Relaunch a Website Without Ruining SEO hallo@tinareis.de #brightonseo
3. Relaunch.
4. #brightonseo
5. #brightonseo
6. Which one are you? #brightonseo
7. #brightonseo
8. Search engines don’t like change. #brightonseo
9. https://example.com/i-hold- all-of-your-ranking-data/ #brightonseo
10. A 301 redirect transfers rankings – but it is not a safe bet. #brightonseo
11. Will our users like it the same as before? #brightonseo
12. Change but don’t change
13. Many stakeholders. Many decisions. Touching every aspect of a site. #brightonseo
14. Who has been in this position before: #brightonseo
15. SEO is not involved early enough ... #brightonseo
16. … or doesn’t have priority. #brightonseo
17. #brightonseo
18. Let‘s give you Brakes. A Map. And a Steering Wheel. #brightonseo
19. How to get it right #brightonseo
20. 1. 2. 3. Get involved as early as possible. Make a plan. Be proactive and anticipate problems. Key Approaches #brightonseo
21. Step by step #brightonseo
22. Download a comprehensive checklist + redirect template + search intent analysis template for free Download Download #brightonseo
23. 01 What keeps search intent intact? #brightonseo
24. Analyse your rankings 1. 2. 3. Identify your top performing pages. Identify elements integral to search intent. Create a reference document. #brightonseo
25. URL or Template Clicks Impressions Average Position Search Intent Important Elements Product Template 12445 4555000 3.4 Quickly find the right product FAQs https://example.com/ example-2/ 4382 4738888 2.3 Definition of our main keyword Table of Contents Create a document that serves as guide and reference throughout the process #brightonseo
26. #brightonseo By Template / URL Global Elements Technical Requirements
27. 02 Infuse every stage of the relaunch with SEO #brightonseo
28. 1. URL structure stays the same. 2. Traffic drivers are migrated with intact search intent. 3. Top pages stay in the main navigation. #brightonseo
29. Don’t take anything for granted. #brightonseo
30. Test, test, test #brightonseo
31. 03 Map Out Redirects in Advance #brightonseo
32. Crawl current + staging Compare URL Paths or Slugs /de/topic/give-a-talk/ /de/topics/give-a-talk/ #brightonseo
33. Fix /de/topic/give-a-talk/ /de/topics/give-a-talk/ Redirect /de/topic/this-talk.html /de/topic/this-talk/ #brightonseo
34. Those Umlauts - Ü /de/ueberraschung/ /de/uberraschung/ #brightonseo
35. Launch DATE #brightonseo
36. #brightonseo
37. 1. Test Redirects. 2. Site is indexable. 3. Submit Sitemap to Google Search Console. #brightonseo
38. It is not over until Google says it is. #brightonseo
39. Key takeaways 1. 2. 3. Understand what drives your rankings. Use reference list as guide in the process. Communicate proactively. #brightonseo
41. Free checklist + templates #brightonseo
42. Connect with me on Linkedin and tell me your relaunch story! + Scan to Connect Get the slides: speakerdeck.com/tinareis