SITE MIGRATION SEO PLAN

Matthew Carter
Hello friends, my name is Matthew Carter. I’m a professional link builder for a large SEO agency in New York City.

TRY OUR PACKAGES

Small Package
$49
Human Articles with Readable Spin
TIER 1
15 High DA web 2.0 Properties
10 High DA Trusted Profiles
20 High DA Bookmarks
5 EDU Profiles
50 Powerful Web 2.0 Profiles
10 Blog Platform Articles
10 High DA Documents Links
10 Manual Image Submission Links
10 Niche Related Blog Comments
1 Weebly Post
1 Tumblr Post
1 Wordpress Post
1 Blogspot Post
1 Medium Post
50 Facebook Reshares
50 Twitter Retweets
100 Pinterest Repins
TIER 2
Blog Comments LinkJuice
Bookmarks LinkJuice
Instant Link Indexer Services
Drip Feed Pinging
Order Now
Medium Package
$99
80 Unique Human Articles no spin
TIER 1
30 High DA web 2.0 Properties
25 High DA Trusted Profiles
30 High DA Bookmarks
7 EDU Profiles
70 Web 2.0 Media Profiles
25 Blog Platform Articles
15 High DA Documents Links
12 Image Sharing Backlinks
20 Niche Related Blog Comments
10 High DA Forum Profiles
10 Press Releases
Video Creation
10 Video Submissions
Power Point Creation
10 Power Point Submissions
1 EDU Blog Post
1 Weebly Post
5 High PA Tumblr Posts
1 Wordpress Post
1 Blogspot Post
1 Medium Post
1 Mix.com Share
1 Flickr Share
1 Myspace Share
100 Facebook Reshares
100 Twitter Retweets
250 Pinterest Repins
TIER 2
Blog Comments LinkJuice
Bookmarks LinkJuice
Article Submission
Guestbook Comments
Social Network Profiles
Static Links
Referrer Links
Instant Link Indexer Services
Drip Feed Pinging
Order Now
Big Package
$159
140 Unique Human Articles no spin
TIER 1
50 High DA web 2.0 Properties
40 High DA Trusted Profiles
40 High DA Bookmarks
10 EDU Profiles
100 Web 2.0 Media Profiles
50 Blog Platform Articles
20 High DA Documents Links
15 Image Sharing Backlinks
30 Niche Related Blog Comments
20 High DA Forum Profiles
20 Press Releases
Video Creation
20 Video Submissions
Power Point Creation
20 Power Point Submissions
1 EDU Blog Post
1 Weebly Post
10 High PA Tumblr Posts
1 Wordpress Post
1 Blogspot Post
1 Medium Post
1 Mix.com Share
1 Flickr Share
1 Myspace Share
1 Penzu Post
1 Ex.co Post
1 Behance Post
1 Voog Post
1 Linkedin Post
1 EzineArticle Post
250 Facebook Reshares
300 Twitter Retweets
500 Pinterest Repins
TIER 2
Blog Comments LinkJuice
Bookmarks LinkJuice
Article Submission
Guestbook Comments
Social Network Profiles
Static Links
Referrer Links
Instant Link Indexer Services
Drip Feed Pinging
Order Now

PORTFOLIO

Here’s a screenshot:

What we recommend is choosing an SEO expert or company that has previous experience in migrating a website with SEO in mind. It’s best to invest up front in a correct SEO migration instead of going the “cheap” route, and having to circle back and fix issues over and over again, stunting — or worse, damaging — your organic performance in the process.

In a website migration, a website undergoes substantial URL, structure, content, UX, design, or platform changes. It could be everything from updating the layout of your website to changing the URL structure, or moving your website to a new domain or content management system (CMS).

Moving Sections of Your Site?

What you’re seeing is a 44% decrease in organic traffic post-launch, or roughly 500,000 users.

If you’re doing a domain migration, check the organic health of the domain to which you’re planning on moving. Has it been penalized in the past for spammy backlinks or content? Are the current backlinks pointing to the website spammy or irrelevant? Look at metrics for the website, including Moz’s Domain Authority. Doing so gives you an idea of the types of problems you could encounter in the long run on that domain.

Not sure if your website is mobile-friendly? Google has a Mobile-Friendliness tool that assesses your website and provides you with recommendations to enhance the mobile experience, increasing your organic visibility in the process.

A robots.txt file tells search engine crawlers which pages or files the crawler can or can’t request from your site and usually lives at www.yoursite.com/robots.txt . Make sure you update your robots.txt so that Google knows what parts of your website to crawl and not crawl. Add your new sitemap XML URL in there as well, so Google and other search engines can find it.

No doubt your old website has backlinks pointing to it, especially if you have location pages or documents that are of value. Go to your Search Console, Moz Link Explorer, Majestic, or whatever backlink tool you prefer to see which pages are collecting backlinks. Then reach out to the websites linking to your own website and have the backlinks updated so that you can collect all that backlink equity. This will take time, so have someone keep track of these backlinks, cover outreach, and annotate in Analytics when a backlink is updated.

And HTML looks like this:

Nothing negates the excitement of a newly designed or restructured website like your search engine rankings, traffic, and conversions tanking as soon as you hit publish, but it does happen. Of course, this is never intentional and is usually caused by a lack of either search engine optimization (SEO) expertise or previous experience migrating a website. What most marketers and web developers fail to consider when migrating a website is how search engines will react, and what the migration will do for ongoing organic performance.

How long should a SEO migration take?

You can also use a tool like Wayback Machine to see what content the old site actually contained (and make sure it wasn’t spammy pills, poker, porn-type, etc., content). This also allows you to see if the domain contained content topically relevant to your own — an ideal situation, since Google may then be familiar with the type of content to expect on that domain.

Sit down with your web development team and discuss what options are available to you and how you can best implement Schema through these two alternatives. From there, you copy over or update Schema to your preferred type and begin implementation, being conscious of URL, title tag, image, and other copy updates.

Beyond that, keep track of your keywords and their organic visibility.

First find out if your Schema or structured data markup is HTML or Javascript based. At Marcel Digital, we prefer Javascript, as you have more control and can add more elements to it. Schema in Javascript looks like this:

First, open your Landing Page report under Site Content in Behavior reports.

Types of website migrations:

This is something we do at Marcel Digital for every single SEO migration, and we highly recommend you do the same. We first crawl your site to pull all URLs that live on your domain. Then we compile data about those URLs from world-class analytics and SEO data sources, including Google Analytics, Majestic, SEMRush, and more, to score which content on your website has the most search engine value. This is a proprietary scoring tool we’ve developed over 17 years called the SEO Migration Scoring Card, and it helps us prioritize content, 301 redirects, and more in a website migration.

Create a full 301 redirect map based on your SEO migration scoresheet and implement it on your website. This helps guarantee that the old website URLs redirect properly to their new URLs, and also that internal links redirect properly, in case you missed them. You’ll want to crawl this map before you implement to check that no redirects are broken, and again post-launch to make sure everything redirects properly.

Use Moz Pro or ScreamingFrog to crawl your website to get a full URL and content inventory of your site. You’ll use this to not only fix issues on your staging website, but also to map old URLs to new URLs in your 301 redirect map. This also helps you prioritize which pieces of content to move over and what internal links need to be updated to reflect the new URL structure.

You can also place Schema through GTM — however we don’t recommend this, as Google advises against using Google Tag Manager to implement structured data markup. If you’d like to continue using Schema in Google Tag Manager, here is a resource you can reference to help.

In 2011, major search engines like Google, Bing, Yandex, and Yahoo! created a common set of data markup opportunities that webmasters can use to help their crawlers better understand the meaning of and information on a webpage. This collaborative markup is called Schema.org.

Migrating a website, especially when it comes to SEO, isn’t a simple strategy that can be done in an afternoon or quickly thrown together a day or two before launch. An SEO migration takes rigorous research, planning, execution, and monitoring to ensure your post-launch site maintains and builds as much organic visibility as it can. It takes the resources of multiple teams, including your digital marketing, SEO, and web development teams, to make sure tasks are completed in a correct and timely manner.

If you’re going to be adding new content, it’s important that you determine whether this new content can be part of the existing website architecture or not. If your existing website architecture isn’t flexible enough to accommodate this new content, you need to rework your website architecture.

You’ve made all the necessary arrangements and prepared well, and now it’s time to put everything to the test and do pre-migration testing to make sure you’re ready to hit the launch button on launch day.

First you scope the website migration: what’s going to change, and who’s impacted? There’s a difference between some content being moved within the website and a complete redesign being launched. The former is a lot less risky, and requires a lot less resources than the latter.

Set up domain redirects correctly.

If these 4xx errors are unexpected, fix them by redirecting these URLs or by updating the links to the URLs that return 4xx errors.

Any site migration that involves URL changes needs to be very carefully considered. From domain name changes to tech stack updates, when you start changing your website’s URLs you are basically throwing away your old ranking signals and hoping that with judicious use of redirects you can get search engines to associate those signals with your new URLs. And even if you accomplish that, some value will be lost in the transfer. As a rule, I always advise against changing URLs unless you really need to. It can be easier to improve rankings on non-ideal URLs than to migrate to and rank optimised URLs.

Now crawl the new environment with ContentKing and go through all of these checks to make sure the new website is SEO proof:

If the website migration involves a redesign, it’s essential that the redesign be evaluated by the SEO experts involved. Why? Because the design prescribes if and where content and links are positioned, and this has a massive impact on your SEO strategy.

With such a massive undertaking as a website migration, you’re bound to encounter issues. That’s normal. You’ll likely end up with a list of small issues that you need to address. But because you thought ahead and allocated development resources to post-migration fixes, there’s no trouble there—they can be addressed right away!

Example: you may find out that the designer didn’t find it necessary to include body content in the product category pages—and the detail pages.

As you’ve seen: website migrations can be really tricky. In order to ace your website migration you need to have a solid plan that’s executed with military precision.

Phase 5: Post-migration review.

In the next sections we’ll cover how to get the planning right and how to put together a kickass website migration checklist, and we’ll provide background information around important topics that you’ll have to deal with during the migration.

Again, let’s look at an example:

Let’s look at an example.

Inform everyone within your marketing team what URLs are going to change, so they can prepare appropriately.

We’re not kidding, it’s true. How can you achieve this?

Choose the best moment to launch.

Even when a migration seems to be on its way, you need to ask yourself: “is this migration actually worth it?”

If you’re going to migrate to a domain name that’s currently not in use, you don’t need to do anything, because you can access it right away. If the migration will take place on an existing domain name, then you can adjust your host(s) file or go through a local DNS server.

Now push the updated paid campaigns you prepared live, so that the destination URLs point to your new URLs (and if there’s a brand change, so that the ad texts mention the new brand).

Monitor your KPIs to make sure the new website is performing well. This goes beyond SEO of course, as SEO is often just one of the main sources for traffic, conversions, and revenue.

Don’t forget that other media types, such as images and PDF files, are also content, and these too play a role in your SEO success.

But when your rankings tank, where will you start diagnosing your ranking drop?

Click on a star to rate it!

Average rating 0 / 5. Vote count: 0

No votes so far! Be the first to rate this post.