Migrating a website comes with lots of potential dangers. From project management, stakeholder input and getting the right data! This presentation looks at 2 key areas that data is extremely important and the process that I take to gathering it.
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MIGRATIONS
TOOLS
PROCESS
DANGERS
MONITORING
REASONS
DATA
LAUNCH
PLAN
TESTING
STAKEHOLDERS
PM approach Link reclamation
Pre-launch
Data gathering
Launch to early
Poor implementation
Launch during
peak
Using poor tech New domain has
bad history
KWR Pos
Pages indexed
Organic traffic
Current
visibility
Pagespeed
Replatforming
SSL
Redesign
Domain
Consolidations
URL
restructure
Out of date
techMoving TLD
Rebrand
New host
New URLS
Existing redirects
GSC linked
pages
Analytics
Website crawl
Log file analysis
Image locations
GSC switch
Sitemaps
Redirect
checks
Robots.txt
checks
Agencies
Brand
team
C-suite PR team
Marketing
team
Developers
Infrastructure
team
Loss of visibility
Loss of traffic
Crawlers
Analytics
Log file analysis
External link tools
GSC
Redirects
Crawling
Analytics
20. @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
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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
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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
26. @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
28. @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