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Role of SEO to website migration - How to keep your organic search performance post-website migration

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Webinar by Annelle Digital (https://www.annelledigital.com/) for Growth Marketing Academy
Watch it here: https://bit.ly/3t5soni

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Role of SEO to website migration - How to keep your organic search performance post-website migration

  1. 1. © Growth Marketer Academy 2019 / PROPRIETARY & CONFIDENTIAL Role of SEO to website migration - How to keep your organic search performance post-website migration Rhea Teves | Co-Founder, Annelle Digital
  2. 2. About Me ❖ Co-founder, Annelle Digital ❖ A well-rounded SEO professional accomplished in managing global and APAC SEO projects, both from in-house and agency roles, for more than 10 years. ❖ Hands-on experience in managing regional website migration projects ❖ Former Regional SEO Lead at HSBC and has worked with companies such as Nestle APAC, FedEx APAC and Paypal HK
  3. 3. Why SEO should be involved at the beginning of website migration? Website changes post-launch based on technical SEO audit can be expensive. BUT MAINLY, to prevent any drop in performance resulting to business loss.
  4. 4. Why businesses need to do website migration? 1. Add or Remove pages 2. Rebranding / Domain Change 3. Site Hierarchy Changes Sub-category pages Category pages Homepage Level 0 Level 1 Level 2 Level 2 Level 1 Level 2
  5. 5. However, there are website migrations driven by SEO http https
  6. 6. ● 4 factors to consider when optimizing your website for SEO during website migration ● What steps to take to keep and further improve your SEO performance? Agenda
  7. 7. 4 factors to consider when optimizing your website for SEO during website migration
  8. 8. #1. Audit the website and discuss Technical SEO requirements with developers Ensure website is crawlable, indexable and equipped to rank Crawl Index Rank Search engine spiders crawl the web and discover pages via links Spiders learn what your website is about through content and index information on database Spiders serve the most relevant results based on evaluation to online users To achieve that, SEO need to communicate to developers the SEO-friendly components and features needed to be developed within the CMS • Infrastructure and Components • Site Hierarchy • URL Structure • Status Code and Redirects • Robots file and XML Sitemap • CMS functionality for on-page SEO
  9. 9. #1. Audit the website and discuss Technical SEO requirements with developers • Server-side rendering • Pre-rendering (Prerender.io) • Additional testing by Google URL Inspection tool, Check DOM via Inspect element or View Render Source plugin Infrastructure and Components • HTML 5 vs SPA • Page loading speed • Core Web Vitals • Lazy loading • Responsive Web Design with mobile tag • avoid using non-SEO friendly technologies such as iframe, thumb tabs, accordions
  10. 10. #1. Audit the website and discuss Technical SEO requirements with developers Organize your Site Hierarchy • All pages and internal links are accessible • Taxonomy • Navigation • Page depth and categorization • Sitemap Sub-category pages Category pages Homepage Level 0 Level 1 Level 2 Level 2 Level 1 Level 2
  11. 11. #1. Audit the website and discuss Technical SEO requirements with developers URL Structure https://www.annelledigital.com/services/web-development/?querystring • http redirect to https • Use https for secure site • Non-www to redirect to www • Avoid using sub-domain since it can be perceived as an independent website • Use hyphen for individual words to be identified • No special character within the static URL • No consecutive hyphen in any URL • URLs must always be written in lowercase • Non-case sensitive and 301 redirecting to all lowercase version • Non-trailing slash to redirect to trailing slash • URL ends with slash and not accessible with extensions (index.php, .html, .aspx) • Avoid the use of parameters such as sessions IDs to avoid duplicate content issue
  12. 12. #1. Audit the website and discuss Technical SEO requirements with developers Status Code and Redirects • 200 OK or active page • 404 error page • 301 (permanent redirect) and 302 (temporary redirect) • 5xx maintenance page - Redirect bulk upload
  13. 13. #1. Audit the website and discuss Technical SEO requirements with developers Robots file and XML Sitemap • Disallow directives on robots file • Pages Sitemap • Image Sitemap • Video sitemap • News sitemap • Hreflang Sitemap
  14. 14. #1. Audit the website and discuss Technical SEO requirements with developers CMS Functionality for page level SEO • Title tag • Meta description • Alt tag • Heading • Page level Hreflang tag • Canonical tag
  15. 15. #2. Make sure you have the right tools 1 Crawling tool 2 Analytics 3 Google Search Console 4 Backlink tool 5 Ranking tool ● What are the current pages and on-page seo elements? Tools: Screaming Frog / DeepCrawl / OnCrawl ● Website performance- pages with traffic and conversion, what channels are being used Tools: Google Analytics / Adobe Analytics ● A free Google tool that provides reports that can help you measure your site's Search traffic and performance, fix issues, and make your site ultimately search-engine friendly ● What are the landing pages of your website’s backlink? Tools: Ahrefs / Majestic ● What pages have been migrated and how they are performing pre and post-migration in terms of ranking for important keywords? Tools: BrightEdge / Accuranker / Advanced Web Ranking
  16. 16. #3. Gather and analyze data Step 2: What pages that are not part of the must-have list are receiving the most traffic or bringing the most conversion Crawling Tool and Analytics Analytics, Google Search Console Crawling tool, Backlink tool, Analytics Google Search Console, Ranking tool Step 4: Extract the keywords driving traffic to the site and pages receiving organic traffic and then track Step 3: Create a list of all the old URLs including HTML pages, PDF, Images, and paid media landing pages Step 1: Gather a list of active pages and determine what are the must-have pages to migrate
  17. 17. #4. Retain existing website authority Redirect pages to keep link equity 301 (permanent redirect) and 302 (temporary redirect) Source: Moz
  18. 18. #4. Retain existing website authority Keep most, if not all, old on-page SEO as much as possible to keep Position 1 ranking • Title tag • Meta description • Alt tag • Heading • Page level Hreflang tag • Canonical tag - Content Source: Moz
  19. 19. What steps to take to keep and further improve your SEO performance?
  20. 20. #1. Track SEO Performance ● Ranking ● Organic Search Traffic/Sessions ● Page Loading Speed ● Google Search Console Queries and Pages ● 404 Pages
  21. 21. #2. Conduct Quarterly Website Health Check ● Missing/Duplicate/Too long/Too short Title tag, Meta Description, H1 ● Broken and Redirecting Links ● Missing/Wrong Canonical Tag ● No-index, No follow directives
  22. 22. #3. Analyze data and determine growth opportunity ● Defend your search position ● Optimize on-page SEO as a quick-win strategy ● Create a new page to target new relevant keywords ● Collaborate with publishers or synergize SEO and SEM Keyword Research Defend Optimize Collaborate Create Relevant page is ranking above the fold of page 1 Relevant page is ranking below the fold of page 1 OR on page 2 Relevant page is ranking on page 3 and beyond No relevant page is ranking while competitors have search engine visibility
  23. 23. #3. Move on to off-page SEO ● It is important for businesses to build citations for the brand to be recognized. ● Google tend to give preferential treatment to recognizable brands leading to the website to rank easier, generate better click- through rates, and less likely suffer from SEO penalties.
  24. 24. #3. Move on to off-page SEO PROSPECTING OUTREACH CONTENT ASSET CREATION LINK PLACEMENT Shortlist websites based on their quality, relevance, domain attributes and the likelihood of them contributing with you Contact webmasters of approved partner sites and propose content collaboration that will yield links Have the content team work on producing content assets such as articles or infographics for publication within the partner sites The parties will agree on a publication date of the article on webmaster’s site
  25. 25. #4. Don’t Stop Optimizing your website for SEO Analyze data Website Health Check On-page SEO Integrate with other growth channels Off-page SEO Follow the SEO cycle Keep yourself updated with the algorithm updates Adjust your SEO strategy based on the algorithm changes
  26. 26. © Growth Marketer Academy 2019 / PROPRIETARY & CONFIDENTIAL Connect with me on LinkedIn © Growth Marketer Academy 2019 / PROPRIETARY & CONFIDENTIAL

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