ses london 2012 - lee odden - seo site migration
DESCRIPTION
Talk by Lee Odden at SES Conference & Expo in London, February 2012, on SEO Site MigrationTRANSCRIPT
London | 20–24 Feb, 2012 | #seslondon
@leeodden
London | 20–24 Feb, 2012 | #seslondon
@LeeOdden
TopRankMarketing.com TopRankBlog.com
Photo Credit: picsonlyforu
London | 20–24 Feb, 2012 | #seslondon
@leeodden
OptimizeBook.com April 2012 (Wiley)
@LeeOdden [email protected] gplus.to/leeodden
TopRankMarketing.com TopRankBlog.com
London | 20–24 Feb, 2012 | #seslondon
@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:
London | 20–24 Feb, 2012 | #seslondon
@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…
London | 20–24 Feb, 2012 | #seslondon
@leeodden
London | 20–24 Feb, 2012 | #seslondon
London | 20–24 Feb, 2012 | #seslondon
@leeodden
Say Hello to SEO Migration Hero
There’s no need to fear, I’ve got your 301 redirects
right here!
London | 20–24 Feb, 2012 | #seslondon
@leeodden
A Failure to Plan is A Plan to Fail
• Identify common situations and approach
• Standard SEO migration example
• Content Marketing focused SEO migration
London | 20–24 Feb, 2012 | #seslondon
@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
London | 20–24 Feb, 2012 | #seslondon
@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
London | 20–24 Feb, 2012 | #seslondon
@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
London | 20–24 Feb, 2012 | #seslondon
@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
London | 20–24 Feb, 2012 | #seslondon
@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)
London | 20–24 Feb, 2012 | #seslondon
@leeodden
SEO Migration In Progress
Old Gorkana
New Gorkana
Gorkana PR
Durrants
Metrica
• Acquisition • Consolidation • New CMS • New Design
London | 20–24 Feb, 2012 | #seslondon
@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
London | 20–24 Feb, 2012 | #seslondon
@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
London | 20–24 Feb, 2012 | #seslondon
@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”
London | 20–24 Feb, 2012 | #seslondon
@leeodden
New Site New CMS
301
301
Consideration: Maintain integrity of old 301 redirects
London | 20–24 Feb, 2012 | #seslondon
@leeodden
Everybody’s Happy
London | 20–24 Feb, 2012 | #seslondon
@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
London | 20–24 Feb, 2012 | #seslondon
@leeodden
Ensure Continuity • Content • Links • For Customers • For Search Engines • For Link Partners • For Content Producers • For Marketing, PR,
Employees, Customers, Prospects!
London | 20–24 Feb, 2012 | #seslondon
@leeodden
Search Engines Change
• Digital Assets
• Better Content
• More Social & Social Integration
London | 20–24 Feb, 2012 | #seslondon
@leeodden
Customers & Information - Change
London | 20–24 Feb, 2012 | #seslondon
@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
London | 20–24 Feb, 2012 | #seslondon
@leeodden
Standard SEO Model
• Keywords
• Content Optimization
• Tech SEO
• Links
• Social
• Analytics
Optimized Content
Really great content. Also optimized!
Social Topics
Keyword Rich Title
London | 20–24 Feb, 2012 | #seslondon
@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
London | 20–24 Feb, 2012 | #seslondon
@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
London | 20–24 Feb, 2012 | #seslondon
@leeodden
Maintain Customer Experience
Corp 1 Corp 2 Corp 3
New Site
• Awareness • Interest • Consideration • Evaluation • Purchase • Advocacy
London | 20–24 Feb, 2012 | #seslondon
@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
London | 20–24 Feb, 2012 | #seslondon
@leeodden
OptimizeBook.com March 2012 (Wiley)
@LeeOdden [email protected] gplus.to/leeodden
TopRankMarketing.com TopRankBlog.com