wolfgang digital - sean markey & kevin moore - seo...
TRANSCRIPT
The Migration Process
• Types of Migrations:- Domain Restructuring- Rebranding- Merging Domains- HTTP to HTTPS
• Chrome 62, the Day of Reckoning
• What Does Secure SSL Look Like?
• Percentage of Secure Sites in the Universe
• Types of SSL Certs
• HSTS: The Ultimate in Online Security
• The Excellent Migration Process- 7 Pre-launch SEO Status Checks- 7 Go-live SEO Checks- 7 Post-launch SEO Checks
• Q&A’s
Domain RestructuringSame Top Level Domain (yoursite.com), but Different Structure- CMS Upgrade, Category Changes
RebrandingOld Domain to New Domain
Merging Domains
Absorbing an Affiliate or Purchase
HTTP to HTTPS
Moving From ‘Normal’ to Secure Protocol
Chrome 62, The Day of Reckoning
What Secure SSL Looks Like
HTTPS Usage Across The Universe
+ 56% of all SERP results are HTTPS~70% of all search results will be HTTPS within 2017
Source: https://moz.com/
Types of SSL Certs
Domain ValidatedCertificate
Organization Validated Certificate
Extended SSLCertificate
• Cheapest Available• 5 Minute Setup• Not Suitable for
eCommerce• HTTPS, no Padlock
• Suitable for eCommerce• 1-2 Day Setup• Sites Vetted• HTTPS + Padlock
• Most Secure• 3-4 Day Setup• Business Address Must
Be Verified• HTTPS + Padlock +
Green Business Name
• Hardcoded Into Chrome’s ‘Safe’ List
• Only Fully HTTPS Sites Can Be Submitted
• Request at hstspreload.org
HSTS Preload List
HSTS Preload
Countdown to Blastoff
T-7 to Blastoff
Create Benchmarksfor Rankings, Site Speed, Traffic etc.
T-6 to Blastoff
Crawl Legacy Site:Get a full list of URLs
T-5 to Blastoff
Identify the Most Valuable Legacy Pages(Traffic & Links)
T-4 to Blastoff
Create 301 Redirect Mapping DocumentOf all Legacy URLs to New URLs
T-3 to Blastoff
Create & Verify all four Versions of the SiteIn Google Search Console
T-2 to Blastoff
Download LegacyRobots.txt & XML Sitemap files
T-1 to Blastoff
Verify that Google Analytics Codesare in Place on the New Site
Blastoff!
Blastoff!
Use Real Time Google Analyticsto Monitor Website Traffic
Blastoff +1
Create XML Sitemap File& Submit to Google Search Console
Blastoff +2
Create Robots.txt File& Test in Google Search Console
Blastoff +3
Update All Internal URL’sto Secure Versions
Blastoff +4
Test All Live Redirects UsingScreaming Frog
Blastoff +5
LinkGoogle Analytics & Google Search Console
Blastoff +6
Update allOwned Channels to the New Version
Blastoff +7
Update allPaid Channels to the New Version
Orbit
Orbit
Crawl the New WebsiteUsing Screaming Frog
Orbit
Monitor YOY TrafficIn Google Analytics
Orbit
Use SEO Tracking Toolsto Monitor Organic Rankings
Orbit
Use Fetch as Googleto Request Indexing for Main Navigation URLs
Orbit
Use Analysis Toolsto Identify Broken Backlinks
Orbit
Check Google Search Console (and Moz)for Crawl Errors
Orbit
Run Post-Migration Audit to Identify Potential Issues
Orbit
Monitor SERPSFor Indexed Pages
The Primary Objective:Maintaining Organic Traffic
Involve SEO from the StartRedirects and Mapping Are EssentialUtilise Your DataMake Sure there’s an Owner of the Project