Website Migrations: Data is Everything

WEBSITE MIGRATIONS: DATA IS EVERYTHING!

DANIEL BIANCHINI

@danielbianchini

MORE & MORE BRANDS ARE GOING THROUGH WEBSITE

MIGRATIONS

@danielbianchini

NEW PLATFORM

@danielbianchini

SITE REFRESH

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DOMAIN / BRAND MOVE

@danielbianchini

WEBSITE MIGRATIONS ARE

NOT EASY

@danielbianchini

POSTIIVE MIRGATION

@danielbianchini

NEGATIVE MIGRATION

@danielbianchini

@danielbianchini

The fault, my friends, is not always the algorithm, but with us

@danielbianchini

MIGRATIONS

TOOLS

PROCESS

DANGERS

MONITORING

REASONS

DATA

LAUNCH PLAN

TESTING

STAKEHOLDERS

@danielbianchini

MIGRATIONS

TOOLS

PROCESS

DANGERS

MONITORING

REASONS

DATA

LAUNCH PLAN

TESTING

STAKEHOLDERS

PM approach Link reclamation

Pre-launch

Data gathering

Launch to early

Poor implementationLaunch during

peak

Using poor tech New domain hasbad history

KWR Pos

Pages indexed

Organic traffic

Currentvisibility

Pagespeed

Replatforming

SSL

Redesign

DomainConsolidations

URLrestructure

Out of datetechMoving TLD

Rebrand

New host

New URLSExisting redirects

GSC linked pages

Analytics

Website crawl

Log file analysis

Image locations

GSC switchSitemaps

Redirectchecks

Robots.txtchecks

Agencies

Brandteam

C-suite PR team

Marketing team

Developers

Infrastructureteam

Loss of visibilityLoss of traffic

Crawlers

Analytics

Log file analysis External link tools

GSC

Redirects

Crawling

Analytics

@danielbianchini

2 AREAS DATA IS SO IMPORTANT

BenchmarkingURL data gathering

@danielbianchini

BenchmarkingGathering information to understand pre-migration performance compared to post-launch.

@danielbianchini

BENCHMARKING DASHBOARD

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Organic

clickstay.comGAorganicsessions villarenters.comGAorganicsessions

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Keyw

ords

clickstay.comorganickeywords villarenters.comorganickeywords

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http://bit.ly/migration-reporting


@danielbianchini

BENCHMARKING TOOLS

@danielbianchini

SEMRUSH

▸ Weekly/monthly exports of keyword visibility and add into the spreadsheet (SEMrush data).

▸ Add the number of organic keywords highlighted

@danielbianchini

GOOGLE SEARCH CONSOLE

▸ Weekly exports of Google index status from Google

@danielbianchini

GOOGLE ANALYTICS

▸ Export weekly/monthly traffic figures to identify any noticeable shifts in traffic

@danielbianchini

RANKING SOFTWARE

▸ If you are moving domain, you need to add in the new URL

▸ Monitor the change in visibility across those terms your are tracking

▸ Look at positions and page distribution

@danielbianchini

BENCHMARKING DASHBOARD

0

50000

100000

150000

200000

250000


Organic

clickstay.comGAorganicsessions villarenters.comGAorganicsessions

0

2000

4000

6000

8000

10000

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Keyw

ords

clickstay.comorganickeywords villarenters.comorganickeywords

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2000

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10000

15-Aug-15

15-Sep-15

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15-Mar-16

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15-Jun-16

15-Jul-16



@danielbianchini

One of the most important part of a website migration is having ALL the URL data.

URL data gathering

@danielbianchini

URL GATHERING TOOLS

@danielbianchini

CRAWLING - ALL URLS

▸ Run a crawl of the entire website and export all URLs into a spreadsheet

▸ Run a crawl of the XML sitemap and export into a spreadsheet

@danielbianchini

GOOGLE SEARCH CONSOLE

▸ Download URL data from Search Analytics in GSC

▸ Expand date range as long as possible

▸ Export most linked pages on your website

@danielbianchini

GOOGLE ANALYTICS - PAGES

▸ Locate all pages that have received traffic in your analytics package

▸ Choose a wide data range 12-24months

▸ Export all pages to XLS

@danielbianchini

LINK DATA

▸ Gather link data from your backlink software of choice

▸ Download most linked content in spreadsheet

@danielbianchini

CRAWLING - IMAGES

▸ Export a list of your images

▸ You may receive traffic through image search, so you need to add all image URLs as well

Does image search provide enough traffic - http://bit.ly/2cwlJ1M

http://bit.ly/2cwlJ1M

@danielbianchini

DE-DUPE & CRAWL

@danielbianchini

NOW FOR MAKING DECISIONS

URL Gathering Template http://bit.ly/url-gathering

http://bit.ly/url-gathering

IF YOU ARE GOING TO MAKE A MISTAKE, DO NOT LET GATHERING URL DATA BE IT!

Thank You!

@danielbianchini

www.danielbianchini.co.uk

@[email protected]

http://www.danielbianchini.co.uk

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