SES London 2012 - Lee Odden - SEO Site Migration

London | 20–24 Feb, 2012 | #seslondon

@leeodden


@LeeOdden

TopRankMarketing.com TopRankBlog.com

Photo Credit: picsonlyforu


@leeodden

OptimizeBook.com April 2012 (Wiley)

@LeeOdden [email protected] gplus.to/leeodden


http://optimizebook.com

http://www.toprankmarketing.com


@leeodden

• $100bn U.S. Co: Consolidated 25 sites, CMS

• UK PR Industry Co: Consolidation, Design, CMS

• U.S. / UK Sites: Int’l Consolidation, Design, CMS

• Site w/ 500k+ Pages: Consolidation, Backend

SEO Site Migration for:


@leeodden

Enough About Me, What About You?

Have you, are you, or are you planning to: • Change or consolidate domain names? • Re-design your website? • Change (add/remove) substantial amounts

of content? • Implement a new website CMS? • Move your blog to WordPress? Great! Then you’ll want to avoid this…


@leeodden



@leeodden

Say Hello to SEO Migration Hero

There’s no need to fear, I’ve got your 301 redirects

right here!


@leeodden

A Failure to Plan is A Plan to Fail

• Identify common situations and approach

• Standard SEO migration example

• Content Marketing focused SEO migration


@leeodden

SEO Migration Considerations

Technical • CMS

• Redirects

• Links

• Maintain SEO

• Sitemaps

• Custom 404

• Analytics

• Webmaster Tools

Process • Design

• Content

• Linking

• Benchmarks

• Monitoring

People • Designers

• Developers

• Marketing

• PR & Others

• Webmaster

• Link Friends

• SEO

• Executives


@leeodden

Acquire Another Business

Absorb the acquired co. into Big Corp website structure

Big Corp

Product X Acquisition

BC Product X

Bigger Corp & X

• One domain • Incorporate Product X into Big Corp

CMS & Design • Redirect Product X pages to Big

Corp site • Redirect 1 to 1 as possible • Register Webmaster Tools • Update HTML & XML sitemaps • Reclaim top links • Ensure 404 & monitor broken links • Maintain Product X SEO on new

pages


@leeodden

Acquire Another Business

• Update corporate stylebook • Communicate key URL changes to

other departments • Inventory all external brand

content & update where possible • Update key URLs in social profiles • Review analytics for top referring

links & ensure continuity

Bigger Corp & X


@leeodden

Businesses Consolidate

• Multi-Corp Merger

• Partnership

• Products Combine

• New Design/Brand

• New Domain

• Product & Service Integration

Corp 1 Corp 2 Corp 3

Combined Company


@leeodden

Businesses Consolidate

• Design new site with SEO Migration in mind (KW, CMS)

• Crawl each site for assets & links • Map old pages to new on CC site • ID top converting content • ID most powerful external links • Update URLs in social profiles • Boost new link acquisition & PR

for new domain!!! (ongoing)


@leeodden

SEO Migration In Progress

Old Gorkana

New Gorkana

Gorkana PR

Durrants

Metrica

• Acquisition • Consolidation • New CMS • New Design


@leeodden

Investigate

• What are the best performing keywords?

• What are the best incoming links?

• Use the change as an opportunity to implement best practices SEO with new site

Benchmark: Visits Time on site Page views Conversions Bounce rate


@leeodden

Ensure New CMS SEO Features

New CMS

• Editable title tags, meta description, keywords

• Separate title tag, on-page titles

• Image alt text editing • URL editing • Embedded GA code • Auto-update XML sitemap • Authorship markup


@leeodden

Migration Prep

New Site

• Map content from each “old” site to new site content

• If none, assign to closest match • Maintain Old/New SEO integrity:

Title tags Meta description tags Body copy Link anchor text Image alt text H1 tags

• Implement SEO best practices with new content

• Webmaster Tools “Change of Address”


@leeodden

New Site New CMS

301

301

Consideration: Maintain integrity of old 301 redirects


@leeodden

Everybody’s Happy


@leeodden

SEO Migration Issues to Watch For

• Number of pages indexed drops • Site and search traffic drop • Lower ranking • Increase of 404 errors • Site not being indexed • Lower quantity or rate of

conversions


@leeodden

Ensure Continuity • Content • Links • For Customers • For Search Engines • For Link Partners • For Content Producers • For Marketing, PR,

Employees, Customers, Prospects!


@leeodden

Search Engines Change

• Digital Assets

• Better Content

• More Social & Social Integration


@leeodden

Customers & Information - Change


@leeodden

Inspire Share Buy Refer

Attract Interests Needs Pain Points Search Social

Engage Content Media Social Device

Discover Consume Share/Act

Shift Optimize for Customers

Audience

Optimize


@leeodden

Standard SEO Model

• Keywords

• Content Optimization

• Tech SEO

• Links

• Social

• Analytics

Optimized Content

Really great content. Also optimized!

Social Topics

Keyword Rich Title


@leeodden

Customer Optimization Model

Preferences Pain Points Behaviors

Search & Social Data Sources

Topics, SEO Calendar, Repurpose

Social & SEO Networking, Link Building

Research Customer Segments

Awareness > Interest > Consideration > Purchase

Keywords Topics Message

Content & Promotion Plan

Optimize Socialize Promote


@leeodden

Buying Cycle

Keywords Social Topics Content Type

Awareness Low cost office cleaning

What are alternative cleaning services for SMBs?

Blog Post

Interest Cleaning robots What are cleaning robots? Demo videos

Consideration Cleaning robot reviews

Who makes the best cleaning robots?

Product pages, comparisons

Purchase ZRobot Cleaning Robot model 99

Where can I get a good deal on a ZRobot?

Store locator, Offers

Retention ZRobot Maintenance

Reduce maintenance on your ZRobot in 3 easy steps.

Video How To’s

Advocacy ZRobot Wellness Summit

Connect with other small business owners who want to keep employees healthy and their office clean

Facebook Group

Suzy Business Owner

Suzy Business Owner

Customer Pain Points • Minimal Budget • Small office space • Cannot afford weekly cleaning crew • Wants to keep employees healthy • Needs office to look nice for

potential investors and clients

Consider the Effect of Migration on Buying Cycle Optimization


@leeodden

Maintain Customer Experience

Corp 1 Corp 2 Corp 3

New Site

• Awareness • Interest • Consideration • Evaluation • Purchase • Advocacy


@leeodden

No SEO Migration is Perfect

Expect potential search and link traffic fluctuations Broken links are inevitable – 404! Reclaim links – ongoing Amp up social PR & promotion


@leeodden

OptimizeBook.com March 2012 (Wiley)

@LeeOdden [email protected] gplus.to/leeodden


http://optimizebook.com

http://www.toprankmarketing.com

SES London 2012 - Lee Odden - SEO Site Migration

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