jones ryan migratingwebsites2
DESCRIPTION
Ryan Jones Presentation from SMX west 2012 on migrating websites.TRANSCRIPT
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@RyanJones
Ryan Jones
@RyanJonesManager Search Strategy & AnalyticsSapientNitro
Senior SEO StrategistTeam Detroit
www.RyanMJones.com
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@RyanJones
Reasons To Move Domain
A Change In Brand Identity
You Really Screwed Up
Google Penalty
Consolidate / Leverage Authority
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@RyanJones
Original Domain Landscape
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@RyanJones
One ****, One DomainData:
Exit and bounce rates to ****.com were too high.
Theory:
Site wasn’t meeting user expectations. Visitors wanted car information, not company information
Proposed Solution:
Brand sites are too spread out and don’t play nice together. Consolidate them to leverage authority.
Next Step:Massive Internal Sales Effort
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@RyanJones
Current Domain Landscape
PR7
****.com
Credit.****.com Owner.****.com Corporate.****.com And a couple more…PR6 PR5 PR6
ULTIMATE GOAL: Create one authority site and allow other divisions to leverage that authority
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@RyanJones
It’s a Double Move…
Requirements:• Move 2 sites at once• Ensure no down time• Mitigate short period of duplicate content• Necessary due to Akami, testing, QA, etc.
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@RyanJones
Selling It
Step 1: What’s in It for me?- Promised XX% increase in monetized site value- Communicate value and get all teams on board.
Step 2: Come up with a plan- How to actually move 2 sites.- How to allow for testing and QA.- Revert back if things go horribly wrong.- Communicate plan (coordinate with media etc)
Step 3: Measure Everything- Rankings- Traffic / Value / Bounce Rate / 404s
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@RyanJones
Corporate.****.com ****.com ****Vehicles.com
1.
2.
3.
4.
Slightly more complicated than a simple 301…
Indicates a canonical tag
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@RyanJones
• More Traffic!• Over 28% increase in total traffic
• Better Engagement• Bounce rate decreased 2%
• Value!• Value per visit up over 8%• Overall site value up over 38%
• Visibility• Pagerank & ranking increases
How Did It Turn Out?
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@RyanJones
Visibility – before and after
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@RyanJones
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@RyanJones
Thank You@RyanJones
Manager Search Strategy & AnalyticsSapientNitro
www.RyanMJones.com