SEO Strategy During A Website Redesign Or Migration
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SEO Strategy During A Website Redesign Or Migration Basic guide to preserving your SEO equity Launching a new version of your website? If so, check out columnist Thomas Stern's basic guide to preserving your SEO equity in the process. Whether you’ve decided to purchase a new domain or update your existing website, it’s essential to plan ahead to avoid potentially devastating SEO issues. Website relaunches, especially those that involve a change of domain, can dissolve a brand’s digital footprint and negatively impact sales driven from search. You can protect the search equity you’ve worked hard to build and discover new opportunities for optimization by strategically planning your transition. This resource will cover how to perform the SEO checks needed to help your website maintain — and even improve — its digital dominance. Below are some of the most important optimization elements to watch, but we recommend a complete SEO analysis to cover the many components of a website redesign. Trimax Solutions
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SEO Strategy During A Website Redesign Or Migration Analyze Inbound Links Inbound links help develop authority for your pages in search. As URLs change, links that point to your digital content will need to be updated. Perform an inbound link audit to determine your link profile and create a list of pages that must be reclaimed, then sort results by sites with the highest domain authority and relevance. Direct links are preferred over redirected links because they have less moving parts and provide a faster, clearer path to content. Ideally, you should contact the webmaster hosting each link pointing to your site and request for them to update the URL. If this is not attainable due to the number of links or webmaster inaccessibility, preserve your link juice by establishing 301 redirects that point old URLs to new ones. If you are purchasing a new URL that was previously hosting another brand’s site, understand that you will often inherit their backlink profile. Your brand must investigate the source of these backlinks and update them accordingly to preserve or remove connections as needed. Trimax Solutions
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SEO Strategy During A Website Redesign Or Migration Conduct An SEO Audit An SEO audit can identify the strengths, weaknesses, risks, and opportunities of your current website. Use this knowledge to construct a road map of what needs to be carried over and what should be left behind. Find where your brand can improve its content and behind-the-scenes optimization, and implement changes with your website update.
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SEO Strategy During A Website Redesign Or Migration W hat To Look For: • • • • • • • • • •
Missing page titles Duplicate page titles Page titles over 512 pixels Page titles below 200 pixels Missing H1 tags Duplicate H1 tags Multiple H1 tags Missing meta descriptions Duplicate meta descriptions Meta descriptions over 923 pixels
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•Canonical tags •Canonicalisation •Broken internal/external links •Structured markup usage (correct tagging, applicable page usage) •Image alt text •XML sitemap •Robots.txt •Duplicate content •Pages indexed by Google •Site speed and performance •URL structure
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SEO Strategy During A Website Redesign Or Migration Live And Breathe Analytics
What To Look For: • • • • • • •
Crawl errors Mobile usability Broken links (internal and external) Link count (internal and external) Pages indexed Top keywords driving traffic Organic search traffic
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SEO Strategy During A Website Redesign Or Migration Conclusion This migration process can be time consuming and tedious with so many moving pieces to watch, but it is essential for the growth of your brand and its digital visibility. Be sure to download your backup files to protect your assets in case of an unseen disaster during the relocation. Complete your move before canceling any hosting plan to protect your files and database information. Once you are confident in the transition of your website data, ease back on monitoring data so you can focus on promoting your site and maintaining SEO through content and optimization based on user trends. Some opinions expressed in this article may be those of a guest author and not necessarily Search Engine Land. Staff authors are listed here. Trimax Solutions
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SEO Strategy During A Website Redesign Or Migration How to Participate in SMX Advanced Didn't register yet for SMX Advanced but still want to participate in this once-a-year gathering of search marketing experts? Register for an in-depth workshop on June 4 and immerse yourself SEO, international search, AdWords, local search or Social PPC. Or secure a Networking Pass and get access the Expo Hall, attend Plus Sessions and Learn with Google, and connect with your peers at the networking parties. Register now!
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SEO Strategy During A Website Redesign Or Migration ABOUT THE AUTHOR Thomas Stern Thomas Stern leads client strategy and solution development as SVP of Client Services at ZOG Digital. He has over 10 years of digital marketing experience through a range of industries like retail, insurance and travel/hospitality. He has been featured in numerous digital marketing publications, has received graduate level internet marketing education and is a board member of Search Engine Marketing Professional Organization (SEMPO) Arizona.
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