The Big Hairy Relaunch Monster -...

The Big Hairy Relaunch Monster

And How To Deal With It Like A Ghostbuster

© Searchmetrics. All rights reserved. Do not distribute without permission.

Name:

Björn Beth

Job:

Director of Professional Services

EMEA

Monsters Catched:

@ricardo.ch | @blick.ch | @mvf.co.uk

Twitter:

@bjoernbeth

© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth

Download The Slides:


searchmetrics.com/summit2017


Inhouse SEOs know quite someScenarios


Most Relaunches fail,

due to bad

project management!


You can`t do it alone. Too many interests


You need to

team up

with all

Steakholders!


Get a RASCI Done

© Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth

Source: https://projecttemplates.guru/images/TT-10116-Project-RASCI-Matrix-5-2.png


Create a Roadmap

© Searchmetrics. All rights reserved. Do not distribute without permission.© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth

Install a War Room


Hang up all

Mock Ups

and deep dive

into the

development!


Get your UX Designer to invite you to the Prototyping Tool


Source: http://wireframes.linowski.ca/wp-content/themes/darwin/images/full206.png


Use the tools your Developers are using


Source: https://tctechcrunch2011.files.wordpress.com/2014/07/feattour_new_hero_614x378-jira-pt-hero.png?w=614


Dont`t forget you have a stagingenvironment


Test everything

before production!


Top Relauch Types

© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth © Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth

Javascript Relaunch


HTTPS Migration


Most common Relaunch Mistakes


Many Relaunches happen on JavaScript now


Source: https://sdtimes.com/wp-content/uploads/2015/05/0506.sdt-javascript.jpg

© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth

Often on REACT and AngularJS


Source: https://trends.builtwith.com/javascript/React


Looks OK at first glance


Source: hulu.com


But if you disable JavaScript…


Source code looks not familiar at all…


…and Search Engines seem to have a problem


Source: searchmetrics.com


Because the Developer said so


JavaScript is tricky for Search Engines


Source: https://moz.com/blog/search-engines-ready-for-javascript-crawling


Even Google says so…


“If you search for any

competitive keyword terms,

it`s always going to be server

side rendered sites.

The reason is, because

although Google does index

client side rendered HTML, it`s

not perfect yet and the other

search engines don`t do it as

well. So if you care about SEO

you still need to have Server

Side Content”https://www.youtube.com/watch?v=0wvZ7gakqV4&t


Understanding how Google works


- Crawls the web

- Discovers URLs

- Parses HTML Source Code

- Extracts Links

- Send those new Links to the

indexer

Crawler Indexer (Caffeine)

- Makes sense of the

link

- Analyzes Content &

Relevancy

Web Rendering

Service (WSR)

- Executes Java

Script, similar to

Fetch and Render

Query Engine

Source: http://shop.mattel.com/ | http://www.stateofdigital.com/javascript-seo-crawling-indexing/


Document Object Model (DOM) is the magic word


Source: https://goo.gl/YKHhsm Source: https://www.bahn.de/p/view/index.shtml


Document Object Model (DOM) is the magic word


Source: jollydays.at Source: https://www.bahn.de/p/view/index.shtml


JavaScript makes the relationship betweencrawler and indexer inefficent


In worst cases, Google gives up to render!


Source: twitter.com/screamingfrog


But there is hope…


Server Side Rendering


Client Side (CSR) vs. Server Side rendering (SSR)


Source: https://medium.com/walmartlabs/the-benefits-of-server-side-rendering-over-client-side-rendering-5d07ff2cefe8


Server Side Rendering


React comes with a renderToString() function


Source: https://reactjs.org/docs/dom-elements.html


Angular is using Angular Universal for SSR


Source: https://malcoded.com/posts/angular-fundamentals-universal-server-side-rendering


Other Prerender Services and/use Headless browser


Make use of your tools


Fetch and Render Search Console


Source: Search Console


Fetch and Render As Any Bot


Source: https://technicalseo.com/seo-tools/fetch-render/


JavaScript Crawler such as Searchmetrics


Source: Searchmetrics


HTTPS Migration


It`s been a ranking signal since 2014 already


Ranking Factor Study shows HTTPS is becoming a bigger player




60% of Moz URLs are already in HTTPS


Source. https://moz.com/blog/half-page-one-google-results-https


NZZ migrated in January 2017


Source: https://www.nzz.ch/information/in-eigener-sache-nzzch-ist-seit-heute-ueber-https-erreichbar-ld.140468


Their Visibility increased significantly from Jan onwards




Bad Experience for Users too


Get your header right


What Before After

rel=canonical

hreflang tag

alternate mobile site links

Pagination

<link rel=“canonical“ href=“http://www.mysite.com/” />

<link rel=“canonical“ href=“https://www.mysite.com/” />

<link rel=“alternate“ hreflang=“fr-CH“ href=“http://www.mysite.com“ />

<link rel=“alternate“ hreflang=“fr-CH“ href=“http://www.mysite.com“ />

<link rel="alternate" media="only

screen and (max-width: 640px)"

href="http://m.mysite.com/" />

<link rel="alternate" media="only screen

and (max-width: 640px)"

href="https://m.mysite.com/" />

<link rel="prev"

href="http://www.blick.ch/life/reisen/ch/pa

ge2/" />

<link rel="prev"

href="https://www.blick.ch/life/reisen/ch/p

age2/" />


https://www.mysite.com/

https://www.mysite.com/

https://m.zalando.de/herren-home/

https://m.zalando.de/herren-home/

https://www.blick.ch/life/reisen/ch/page2/

https://www.blick.ch/life/reisen/ch/page2/

Get your all other resources right


What Before After

CSS Files

JavaScript Files

Images

Sitemaps

<link rel="stylesheet"

href="http://www.searchmetrics.com/wp-

content/cache/wpfc-

minified/1cb3903c53b59e31508d0626f09

ad44f/1509407710index.css"/>

<link rel="stylesheet"

href="https://www.searchmetrics.com/wp

-content/cache/wpfc-

minified/1cb3903c53b59e31508d0626f09

ad44f/1509407710index.css"/>

<script type="text/javascript"

src="http://www.searchmetrics.com/wp-

content/cache/wpfc-

minified/d40611866a6a/1509407711inde

x.js"></script>

<script type="text/javascript"

src="https://www.searchmetrics.com/wp-

content/cache/wpfc-

minified/d40611866a6a/1509407711inde

x.js"></script>

<img

src="http://f.blick.ch/resources/BLICK_20

171026/gif" alt="Blick.ch – das

Newsportal für die Schweiz" />

<img

src="https://f.blick.ch/resources/BLICK_

20171026/gif" alt="Blick.ch – das

Newsportal für die Schweiz" />

Contain HTTP URLS Contain HTTPS Urls


https://www.searchmetrics.com/wp-content/cache/wpfc-minified/1cb3903c53b59e31508d0626f09ad44f/1509407710index.css

https://www.searchmetrics.com/wp-content/cache/wpfc-minified/1cb3903c53b59e31508d0626f09ad44f/1509407710index.css

https://www.searchmetrics.com/wp-content/cache/wpfc-minified/d40616d60d5ddb8bac51dce4d1866a6a/1509407711index.js

https://www.searchmetrics.com/wp-content/cache/wpfc-minified/d40616d60d5ddb8bac51dce4d1866a6a/1509407711index.js

https://f.blick.ch/resources/BLICK_20171026/ver1-0/img/logo_print.gif

https://f.blick.ch/resources/BLICK_20171026/ver1-0/img/logo_print.gif

Get your all external resources right


What Before After

Social Media

Analytics Scripts

Adserver

etc.

<a class="ric-footer__icon-link"

href="https://www.facebook.com/exampl

e" target="_blank" rel="noopener

noreferrer" title="Facebook">

<a class="ric-footer__icon-link"

href="https://www.facebook.com/exampl

e" target="_blank" rel="noopener

noreferrer" title="Facebook">

<script async='async'

src="http://cdn.optimizely.com/js/577596

0133.js"></script>

<script async='async'

src="https://cdn.optimizely.com/js/57759

60133.js"></script>

<IFRAME

SRC="http://ad.doubleclick.net/ddm/adi/N

6494.102577SPORT1.DE/B20149975.20

4194548;sz=1000x90;ord=[timestamp];dc

_lat=;dc_rdid=;tag_for_child_directed_tre

atment=?"

<IFRAME

SRC="https://ad.doubleclick.net/ddm/adi

/N6494.102577SPORT1.DE/B20149975

.204194548;sz=1000x90;ord=[timestam

p];dc_lat=;dc_rdid=;tag_for_child_direct

ed_treatment=?"

etc. etc.

© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth© Searchmetrics. All rights reserved. Do not distribute without permission.@bjoernbeth

https://www.facebook.com/ricardo.ch

https://www.facebook.com/ricardo.ch

https://cdn.optimizely.com/js/5775960133.js


about:blank

about:blank

If it is uncertain if source is available in https use:


Source: https://www.paulirish.com/2010/the-protocol-relative-url/

What For After

Protocol-Relative URLS

for External Links

//cdn.optimizely.com/js/5775960133.js

Relative URLs

for internal Links

(except rel canonical, rel

alternate etc)

http://www.searchmetrics.com/anleitung-

fuer-hohe-absprungraten-im-content-

marketing/

/anleitung-fuer-hohe-absprungraten-im-

content-marketing/

http://cdn.optimizely.com/js/5775960133.js




Don`t forget Search Console & migrating Disavow File


Source. Search Console Source. Search Console


Redirect, but watch your IT!


That they use 301 redirects NOT 302


Monitor https index/http de-indexation status


Source. http://www.bjoernbeth.ch/ricardo-ch-migration-http-https/


Take advantage of Google coming and crawling all your URLs


Source. Search Console


When migrating to HTTPS, migrate to HTTP/2 too


Source: https://http2.akamai.com/resources/HTTP2-graphic.png


When HTTPS Migration is done, make usage of HTTP/2


Source: https://cdn.css-tricks.com/wp-content/uploads/2017/02/image02.gif Source https://http2.akamai.com


https://http2.akamai.com/demo

When HTTPS Migration is done, make usage of HTTP/2


Source:www.http2.demo.io


I`ve done that by myself…




Oh…


Source: Google Analytics


When page loads faster, crawler gets high


Enable HSTS


Force HTTPS with HTTPS Strict Transport Security (HSTS)


Source: https://kinsta.com/wp-content/uploads/2016/11/hsts-browser-support.png


You`ll see a 307 (Internal Redirect)


Make use of your tools


Google Search Console – Crawl Errors


Source. Search Console


Check your SSL Errors


Source. https://www.jitbit.com/sslcheck/#


HTTP/2 and SPDY Indicator


Use Log File Analyzing Tools – Logrunner.io does a great job


Source. Logrunner.io


Watch you changes being crawled in REAL TIME!!!


Source. Logrunner.io


And again, a crawler such as Searchmetrics


Source: searchmetrics


Most common Relaunch Mistakes


I am not joking,

they exist!


Forgot to noindex / handle Parameter / search URLs


Source: Search Console


Search generates thousands of URLs


Forgot to redirect from old URL structure to new URL structure




Forgot to redirect Images




Massive increase of redirect chains…




…due to inconsistent Canonical/301




Wrong SSL Security Certificate with HTTPS Migration


Deleting important internal Links




Changing the calendar module from <a href=””> to JavaScript


Source. https://www.blick.ch/services/webarchiv/


Disable Topic Pages = Internal Linking Engine for Publishing Sites


Source. https://www.blick.ch/dossiers/


Disable Topic Pages = Internal Linking Engine for Publisher




Robots.txt missing


Source: https://visualping.io/


Visibility Guard for any other errors


Source: searchmetrics/


Thank You

searchmetrics.com/summit2017


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