taming the global site migration monster by kate dreyer
DESCRIPTION
Migrating a single website is difficult, but moving multiple websites in various languages can be a complete nightmare - If you don't know what you're doing you can destroy your rankings, traffic and business. Using Englishtown.com as a case study, this talk will show you how to plan and execute the perfect global site migration and help you tame the migration monster!TRANSCRIPT
![Page 1: Taming the Global Site Migration Monster by Kate Dreyer](https://reader033.vdocuments.us/reader033/viewer/2022051211/5550d3eeb4c905e8318b4eee/html5/thumbnails/1.jpg)
The Global Site Migration
![Page 2: Taming the Global Site Migration Monster by Kate Dreyer](https://reader033.vdocuments.us/reader033/viewer/2022051211/5550d3eeb4c905e8318b4eee/html5/thumbnails/2.jpg)
@KateDreyer
• Offices in 50 countries
• 20+ domains
• Some of our main markets:
EF Englishtown
![Page 3: Taming the Global Site Migration Monster by Kate Dreyer](https://reader033.vdocuments.us/reader033/viewer/2022051211/5550d3eeb4c905e8318b4eee/html5/thumbnails/3.jpg)
@KateDreyer
• I’m not telling you how to do things
• Every website is different
• Every business is different
• Some decisions are not based on SEO
Caveat
![Page 4: Taming the Global Site Migration Monster by Kate Dreyer](https://reader033.vdocuments.us/reader033/viewer/2022051211/5550d3eeb4c905e8318b4eee/html5/thumbnails/4.jpg)
Why Migrate?
![Page 5: Taming the Global Site Migration Monster by Kate Dreyer](https://reader033.vdocuments.us/reader033/viewer/2022051211/5550d3eeb4c905e8318b4eee/html5/thumbnails/5.jpg)
@KateDreyer
Redesign
![Page 6: Taming the Global Site Migration Monster by Kate Dreyer](https://reader033.vdocuments.us/reader033/viewer/2022051211/5550d3eeb4c905e8318b4eee/html5/thumbnails/6.jpg)
@KateDreyer
New CMS
![Page 7: Taming the Global Site Migration Monster by Kate Dreyer](https://reader033.vdocuments.us/reader033/viewer/2022051211/5550d3eeb4c905e8318b4eee/html5/thumbnails/7.jpg)
@KateDreyer
Resources
SEO Manager
MEAST FR DE MX BR JP
IT RU ES
![Page 8: Taming the Global Site Migration Monster by Kate Dreyer](https://reader033.vdocuments.us/reader033/viewer/2022051211/5550d3eeb4c905e8318b4eee/html5/thumbnails/8.jpg)
![Page 9: Taming the Global Site Migration Monster by Kate Dreyer](https://reader033.vdocuments.us/reader033/viewer/2022051211/5550d3eeb4c905e8318b4eee/html5/thumbnails/9.jpg)
@KateDreyer
Domain Strategy
http://www.mattcutts.com/blog/subdomains-and-subdirectories/
http://googlewebmastercentral.blogspot.co.uk/2010/03/working-with-multi-regional-websites.html
ccTLDs Subdomains Subdirectories URL
Parameters
Clear geotargeting Easy to set up Easy to set up
Just don’t. Expensive
Can target using WMTs
Can target using WMTs
More infrastructure required
Treated as separate site
Uses authority of main site
![Page 10: Taming the Global Site Migration Monster by Kate Dreyer](https://reader033.vdocuments.us/reader033/viewer/2022051211/5550d3eeb4c905e8318b4eee/html5/thumbnails/10.jpg)
@KateDreyer
• http://www.asos.de/
• http://us.asos.com/
• http://www.asos.com/es/
• http://www.apple.com/de/
• http://www.apple.com/fr/
• http://www.apple.com/mx/
Examples
![Page 11: Taming the Global Site Migration Monster by Kate Dreyer](https://reader033.vdocuments.us/reader033/viewer/2022051211/5550d3eeb4c905e8318b4eee/html5/thumbnails/11.jpg)
@KateDreyer
Our Domains
Site Domain Strong /
Weak Market
Size Action
englishtown.com Global/US Very strong Small Use as hub
englishtown.com.mx ccTLD Weak Large Move to
.com
thailand.englishtown.com Sub-
Domain Weak Medium
Move to .com
englishtown.de ccTLD Strong Large Don't move
englishtown.co.uk ccTLD Weak Tiny Move to .com
& test
![Page 12: Taming the Global Site Migration Monster by Kate Dreyer](https://reader033.vdocuments.us/reader033/viewer/2022051211/5550d3eeb4c905e8318b4eee/html5/thumbnails/12.jpg)
@KateDreyer
Internal Planning
• Timelines
• Checklists
• Assign responsibilities
![Page 13: Taming the Global Site Migration Monster by Kate Dreyer](https://reader033.vdocuments.us/reader033/viewer/2022051211/5550d3eeb4c905e8318b4eee/html5/thumbnails/13.jpg)
@KateDreyer
Responsibilities
• Jira ticketing system helps assign tasks and deadlines
• Confluence keeps all documents and guidelines available online
![Page 14: Taming the Global Site Migration Monster by Kate Dreyer](https://reader033.vdocuments.us/reader033/viewer/2022051211/5550d3eeb4c905e8318b4eee/html5/thumbnails/14.jpg)
@KateDreyer
• Copywriters
• Designers
• User Experience
• Translators
Training
![Page 15: Taming the Global Site Migration Monster by Kate Dreyer](https://reader033.vdocuments.us/reader033/viewer/2022051211/5550d3eeb4c905e8318b4eee/html5/thumbnails/15.jpg)
@KateDreyer
• Not always a straight translation
• Always check volumes
Keywords
Keyword Volume Comp.
aprender ingles online 8,100 0.84
aprender ingles en linea 720 0.76
aprender ingles en línea 10 0.76
![Page 16: Taming the Global Site Migration Monster by Kate Dreyer](https://reader033.vdocuments.us/reader033/viewer/2022051211/5550d3eeb4c905e8318b4eee/html5/thumbnails/16.jpg)
![Page 17: Taming the Global Site Migration Monster by Kate Dreyer](https://reader033.vdocuments.us/reader033/viewer/2022051211/5550d3eeb4c905e8318b4eee/html5/thumbnails/17.jpg)
@KateDreyer
We take translation very seriously!
• URLs
• Copy
• Titles
• Descriptions Must be done by a
native speaker!
![Page 18: Taming the Global Site Migration Monster by Kate Dreyer](https://reader033.vdocuments.us/reader033/viewer/2022051211/5550d3eeb4c905e8318b4eee/html5/thumbnails/18.jpg)
@KateDreyer
URL Structure
englishtown.com/online/online-school.aspx
englishtown.com/prices/
englishtown.com/online/how-it-works.aspx
englishtown.com/learn-english-online/
![Page 19: Taming the Global Site Migration Monster by Kate Dreyer](https://reader033.vdocuments.us/reader033/viewer/2022051211/5550d3eeb4c905e8318b4eee/html5/thumbnails/19.jpg)
@KateDreyer
• Accents • Non-latin
characters
URLs - Special Characters
http://www.englishtown.ru/%D0%B2%D1%8B%D1%83%D1%87%D0%B8%D1%82%D1%8C-%D0%B0%D0%BD%D0%B3%D0
%BB%D0%B8%D0%B9%D1%81%D0%BA%D0%B8%D0%B9 -%D0%BE%D0%BD%D0%BB%D0%B0%D0%B9%D0%BD/
www.englishtown.ru/выучить-английский-онлайн/
![Page 20: Taming the Global Site Migration Monster by Kate Dreyer](https://reader033.vdocuments.us/reader033/viewer/2022051211/5550d3eeb4c905e8318b4eee/html5/thumbnails/20.jpg)
@KateDreyer
XML Sitemaps - Creation
http://www.timestampgenerator.com/tools/xml-sitemap-from-list/
![Page 21: Taming the Global Site Migration Monster by Kate Dreyer](https://reader033.vdocuments.us/reader033/viewer/2022051211/5550d3eeb4c905e8318b4eee/html5/thumbnails/21.jpg)
@KateDreyer
Hreflang Tags
https://support.google.com/webmasters/answer/189077?hl=en
<link rel="alternate" hreflang="x-default" href="http://www.englishtown.com/" />
<link rel="alternate" hreflang="es-mx" href="http://www.englishtown.com/es-mx/" />
<link rel="alternate" hreflang="en-mx" href="http://www.englishtown.com/en-mx/" />
<link rel="alternate" hreflang="en-gb" href="http://www.englishtown.com/en-gb/" />
![Page 22: Taming the Global Site Migration Monster by Kate Dreyer](https://reader033.vdocuments.us/reader033/viewer/2022051211/5550d3eeb4c905e8318b4eee/html5/thumbnails/22.jpg)
@KateDreyer
Hreflang Sitemaps
http://www.themediaflow.com/resources/tools/href-lang-tool/
![Page 23: Taming the Global Site Migration Monster by Kate Dreyer](https://reader033.vdocuments.us/reader033/viewer/2022051211/5550d3eeb4c905e8318b4eee/html5/thumbnails/23.jpg)
@KateDreyer
Hreflang ≠ Canonical Tags
Hreflang Tags Canonical
Tags Canonical Tags
• Determines language • Helps Google show
correct page in local search results
• Determines duplicate content
• Helps Google ignore duplicate pages
![Page 24: Taming the Global Site Migration Monster by Kate Dreyer](https://reader033.vdocuments.us/reader033/viewer/2022051211/5550d3eeb4c905e8318b4eee/html5/thumbnails/24.jpg)
@KateDreyer
301s - Mapping & Documentation
• Is structure the same?
Existing URL 301 Redirect to
/online/home /
/online/ /
/online/home.aspx /
/online/how-it-works.aspx /englisch-lernen-online
/online/conversation-classes.aspx /englisch-lernen-online/englischlehrer
/online/group-lessons.aspx /englisch-lernen-online/englischunterricht-online
/online/private-lessons.aspx /englisch-lernen-online/englisch-privatunterricht
/online/online-courses.aspx /englisch-lernen-online/englischkurs
/online/certified-diploma.aspx /englisch-lernen-online/zertifikat-englisch
/online/dp/iPad-Efekta-10.aspx /englisch-lernen-online/englisch-lernen-app
/online/dp/tablet-english-app.aspx /englisch-lernen-online/englisch-lernen-app
/online/your-teachers.aspx /englischlehrer-und-studenten/lehrer
/online/reviews.aspx /englischlehrer-und-studenten/studenten
/online/packages-prices.aspx /angebote-und-preise
![Page 25: Taming the Global Site Migration Monster by Kate Dreyer](https://reader033.vdocuments.us/reader033/viewer/2022051211/5550d3eeb4c905e8318b4eee/html5/thumbnails/25.jpg)
@KateDreyer
Robots.txt
Block new site
Check everything
Unblock new site
Block old site
![Page 26: Taming the Global Site Migration Monster by Kate Dreyer](https://reader033.vdocuments.us/reader033/viewer/2022051211/5550d3eeb4c905e8318b4eee/html5/thumbnails/26.jpg)
![Page 27: Taming the Global Site Migration Monster by Kate Dreyer](https://reader033.vdocuments.us/reader033/viewer/2022051211/5550d3eeb4c905e8318b4eee/html5/thumbnails/27.jpg)
@KateDreyer
Google Webmaster Tools
• Sitemaps
• Change of address
• Geo-targeting
![Page 28: Taming the Global Site Migration Monster by Kate Dreyer](https://reader033.vdocuments.us/reader033/viewer/2022051211/5550d3eeb4c905e8318b4eee/html5/thumbnails/28.jpg)
@KateDreyer
Re-Point Links • Agency has relationships with site owners
• Makes it easier to re-point links
Old site Old site
![Page 29: Taming the Global Site Migration Monster by Kate Dreyer](https://reader033.vdocuments.us/reader033/viewer/2022051211/5550d3eeb4c905e8318b4eee/html5/thumbnails/29.jpg)
@KateDreyer
Re-Point Links • Agency has relationships with site owners
• Makes it easier to re-point links
Old site Old site
![Page 30: Taming the Global Site Migration Monster by Kate Dreyer](https://reader033.vdocuments.us/reader033/viewer/2022051211/5550d3eeb4c905e8318b4eee/html5/thumbnails/30.jpg)
@KateDreyer
Reporting - Analytics
• We are using test and target to track old and new before we migrate
• Make sure all tracking is set up
• Continue to track old site before switching to new one
![Page 31: Taming the Global Site Migration Monster by Kate Dreyer](https://reader033.vdocuments.us/reader033/viewer/2022051211/5550d3eeb4c905e8318b4eee/html5/thumbnails/31.jpg)
@KateDreyer [email protected]