Talk by Russell O'Sullivan at SES Conference & Expo in London, February 2012, on SEO Site Migration

1. London | 20–24 Feb, 2012 | #seslondon
Healthspan
Working within the vitamins and supplements market, customers generally
search for keyphrases such as:
Russell O’Sullivan – Digital Marketing Manager at Healthspan
UK’s number one direct supplier of vitamins and supplements. @russosullivan

2. London | 20–24 Feb, 2012 | #seslondon
Site changes and updates
Russell O’Sullivan – Digital Marketing Manager at Healthspan
UK’s number one direct supplier of vitamins and supplements. @russosullivan

3. London | 20–24 Feb, 2012 | #seslondon
Audit
• Understand and gather data
• Different factors to consider
• Benchmark metrics
Russell O’Sullivan – Digital Marketing Manager at Healthspan
UK’s number one direct supplier of vitamins and supplements. @russosullivan

4. London | 20–24 Feb, 2012 | #seslondon
Understand
• Understand what the data means
• How do parts of the site relate to
each other
• What works, what doesn’t and
what we could get rid of
• Mapping the old to the new
Russell O’Sullivan – Digital Marketing Manager at Healthspan
UK’s number one direct supplier of vitamins and supplements. @russosullivan

5. London | 20–24 Feb, 2012 | #seslondon
Preserve
• Preserve the URL structure
• Inbound links – keep the juice alive
• Talk to search engines with 301
redirects
• Site maps and Google Webmaster
Tools (GWT)
Russell O’Sullivan – Digital Marketing Manager at Healthspan
UK’s number one direct supplier of vitamins and supplements. @russosullivan

6. London | 20–24 Feb, 2012 | #seslondon
Its alive
• Monitor the metrics from your
baseline
• Test old URLs methodically
• Get your SEO agency to run
crawls of the site for errors
• Watch the rankings fluctuate
• Most compliant site in the industry, retained market position and rankings
Russell O’Sullivan – Digital Marketing Manager at Healthspan
UK’s number one direct supplier of vitamins and supplements. @russosullivan

7. London | 20–24 Feb, 2012 | #seslondon
Summary
• Audit, benchmark and
understand
• Preserve the original structure as
much as possible
• Update backlinks and introduce
301 redirects
• Submit new site map and
monitor
• Work with your SEO agency from day one
Russell O’Sullivan – Digital Marketing Manager at Healthspan
UK’s number one direct supplier of vitamins and supplements. @russosullivan