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Posted by Modesto Siotos
This post was originally in YouMoz, and was promoted to the main blog because it provides great value and interest to our community. The author's views are entirely his or her own and may not reflect the views of SEOmoz, Inc.
Site migrations occur now and again for a various reasons but arguably are one of those areas many SEOs and site owners alike do not feel very comfortable with. Typically, site owners want to know in advance what the impact would be, often asking for information like potential traffic loss, or even revenue loss. On the other hand, SEOs need to make sure they follow best practice and avoid common pitfalls in order to make sure traffic loss will be kept to a minimum.
Disclaimer: The suggested site migration process isn't exhaustive and certainly there are several alternative or complimentary activities, depending on the size of the web site as well as the nature of the undertaken migration. I hope that despite its length, the post will be useful to SEOs and web masters alike.
This is where the whole migration plan will be established taking into account the main objectives, time constrains, effort, and available resources. This phase is fundamental because if essential business objectives or required resources fail to get appropriately defined, problems may arise in the following phases. Therefore, a considerable amount of time and effort needs to be allocated in this stage.
This is necessary because it will allow for success to be measured at a later stage on the agreed objectives. Typical objectives include:
It is really important to have enough time in your hands, otherwise you may have to work day and night to recover those great rankings that have plummeted. Therefore, it is important to make sure that the site owners understand the challenges and the risks. Once they understand that they, it is more likely they will happily allocate the necessary time for a thorough migration.
Every site migration is different. Hence previous success does not guarantee that the forthcoming migration will also be successful. It is important to make your client aware that search engines do not provide any detailed or step-by-step documentation on this topic, as otherwise they would expose their algorithms. Therefore, best practice is followed based on own and other people’s experiences. Being confident is important because clients tend to respect more an expert's authoritative opinion. This is also important because it can impact on how much the client will trust and follow the SEO's suggestions and recommendations. Be careful not to overdo it though, because if things later go wrong there will be no excuses.
Although there are some general guidelines, the cornerstone is to devise a flawless process. That needs to take into consideration:
Once the migration process has been established it needs to be communicated to the site owner as well as to those that will implement the recommendations, usually a web development team. Each part needs to understand what they are expected to do as there is no space for mistakes, and misunderstandings could be catastrophic.
Most development agencies tend to underestimate site migrations simpl because they focus almost exclusively on getting the new site up and running. Often, they do not allocate the necessary resources required to implement and test the URL redirects from the old to the new site. It is the SEO’s responsibility to make them realise the amount of work involved, as well as strongly request the new site to move first on a test server (staging environment) so implementation can be tested in advance. No matter how well you may have planned the migration steps, some extra allocated time would always be useful as things do not always go as planned.
In order for a website migration to be successful, all involved parts need to collaborate in a timely manner merely because certain actions need to be taken at certain times. If things do not seem to go the desired way, just explain the risks ranging from ranking drops to potential revenue loss. This is certainly something no site owner wants to hear about, therefore play it as your last card and things are very likely to turn around.
No matter how proactive and organised you are, things can always go wrong. Therefore, the migration shouldn't take place during busy times for the business or when time or resources are too tight. If you're migrating a retail site, you shouldn't be taking any risks a couple of months before Christmas. Wait until January when things get really quiet. If the site falls into the travel sector, you should avoid the spring and summer months as this is when most traffic and revenue is being generated. All that needs to be communicated to the client so they make an ideal business decision. A rushed migration is not a good idea, thus if there isn't enough time to fit everything in, better (try to) postpone it for a later time.
Phase 2: Actions On The Legacy Site
There are several types of site migrations depending on what exactly changes, which usually falls under one or more of the following elements:
The most challenging site migrations involve changes in most (or all) the above elements. However, for the purposes of this post we will only look at one of the most common and complicated cases, where a web site has undergone a radical redesign resulting in URL, site architecture and content changes. In case the hosting environment is going to change the new hosting location needs to be checked for potential issues. Whoishostingthis and Spy On Web can provide some really useful information. Attention needs to be paid also on the geographic location of the host. If that is going to change, you may need to assess the advantages/disadvantages and decide whether there is a real need for that. Moving a .co.uk web site from a UK-based server to a US one wouldn't make much sense from a performance point of view.
In case the domain name is changing you may need to consider:
Using a crawler application (e.g. Xenu Link Sleuth, Screaming Frog, Integrity for Mac) crawl the legacy site making sure that redirects are being identified and reported. This is important in order to avoid redirect chains later. My favourite crawling app is Xenu Link Sleuth because it is very simple to set up and does a seamless job. All crawled URLs need to be exported because they will be processed in Excel later. The following Xenu configuration is recommended because:
Custom settings for site crawling with Xenu Link Sleuth
Exporting all URLs that have received inbound links is more than vital. This is where the largest part of the site’s link juice is to be found, or in other words, the site’s ability to rank well in the SERPs. What you do with the link juice is another question, but you certainly need to keep it into one place (file).
Open site explorer
Open Site Explorer offers a great deal of information about a site’s top pages such as:
In the following screenshot, a few, powerful 404 pages have been detected which ideally should be 301 redirected to a relevant page on the site.
Majestic SEO
Because Open Site Explorer may haven’t crawled/discovered some recent pages, it is always worth carrying out the same exercise using Majestic SEO, either on the whole domain or the www subdomain, depending on what exactly is being migrated. Pay attention to ACRank values, pages with higher ACRank values are the most juiciest ones. Downloading a CSV file with all that data is strongly recommended.
Webmaster tools
In case you don’t have a subscription to Open Site Explorer or Majestic SEO you could use Google’s Web Master Tools. Under Your Site on the Web -> Links to your site you will find Your Most Linked Content. Click on 'More' and Download the whole table into a CSV file. In terms of volume, WMT data aren’t anywhere near OSE or Majestic SEO but it is better than nothing. There are several other paid or free backlinks information services that could be used to add more depth into this activity.
Google analytics
Exporting all URLs that received at least one visit over the last 12 months through Google Analytics is an alternative way to pick up a big set of valuable indexed pages. If not 100% sure about how to do that, read this post Rand wrote a while ago.
Indexed pages in Google
Scrapping the top 500 or top 1000 indexed pages in Google for the legacy site may seem like an odd task but it does have its benefits. Using Scrapebox or the scraper extension for Chrome perform a Google search for site:www.yoursite.com and scrape the top indexed URLs. This step may seem odd but it can identify:
Again, save all these URLs in another spreadsheet.
Site migrations are great opportunities to tide things up and do some good housekeeping work. Especially with big sites, there is enormous potential to put things in order again; otherwise hundreds or even thousands of 404 pages will be reported again once the new site goes live. Some of those 404 pages may have quality links pointing to them.
These can be exported directly from Webmaster Tools under Diagnostics->Crawl Errors. Simply download the entire table as a CSV file. OSE also reports 404 pages, so exporting them may also be worthwhile. Using the SEO Moz Free API with Excel, we can figure out which of those 404 pages are worth redirecting based on metrics such as high PA, DA, mozRank and number of external links/root domains. Figuring out where to redirect each of these 404 pages can be tricky, as ideally each URL should be redirected to the most relevant page. Sometimes, this is can be "guessed" by looking for keywords in the URL. In cases that it is not possible, it is worth sending an email to the development team or the web master of the site, as they may be able to assist further.
This step is necessary when there is an environment or platform change. It is often the case, that a new CMS although does a great job in terms of managing the site’s content, it does affect site performance in a negative way. Therefore, it is crucial to make some measurements before the legacy site gets switched off. If site performance deteriorates, crawling may get affected which could then affect indexation. With some evidence in place, it will be much easier building up a case later, if necessary. Although there are several tools, Pingdom seems to be a reliable one.
The most interesting stuff appears on the summary info box as well as on the Page Analysis Tab. Exporting the data, or even just getting a screenshot of the page could be valuable later. It would be worth running a performance test on some of the most typical pages e.g. a category page, a product page as well as the homepage.
Pingdom Tools Summary
Keep a record of typical loading times as well as the page size. If loading times increase whilst the size of the page remains is the same, something must have gone wrong.
Pingdom Page Analysis Tab
Running a Web Page Test would also be wise so site performance data are cross-referenced across two services just to make sure the results are consistent.
The same exercises should be repeated once the new site is on the test server as well as when it finally goes live. Any serious performance issues need to be reported back to the client so they get resolved.
This step should ideally take place just before the new site goes live. Saving a detailed rankings report, which contains as many keywords as possible, is very important so it can be used as a benchmark for later comparisons. Apart from current positions it would be wise to keep a record of the ranking URLs too. Measuring rankings can be tricky though, and a reliable method needs to be followed. Chrome's Google Global extension and SEO SERP are two handy extensions for checking a few core keywords. With the former, you can see how rankings appear in different countries and cities, whilst the latter is quicker and does keep historical records. For a large number of keywords, proprietary or paid automated services should be used in order to save time. Some of the most popular commercial rank checkers include Advanced Web Ranking, Web CEO and SEO Powersuite to name a few.
With Google Global extension for Chrome you can monitor how results appear in different countries, regions and cities.
During this phase, pages (URLs) of the legacy site need to be mapped to pages (URLs) on the new site. For those pages where the URL remains the same there is nothing to worry about, provided that the amount of content on the new page hasn’t been significantly changed or reduced. This activity requires a great deal of attention, otherwise things can go terribly wrong. Depending on the size of the site, the URL mapping process can be done manually, which can be very time consuming, or automation can often be introduced to speed things up. However, saving up on time should not affect the quality of the work.
Even though there isn't any magic recipe, the main principle is that ALL unique, useful or authoritative pages (URLs) of the legacy site should redirect to pages with the same or very relevant content on the new site, using 301 redirects. Always make sure that redirects are implemented using 301 redirects (permanent ) that pass most link equity from the old to the new page (site). The use of 302 (temporary) redirects IS NOT recommended because search engines treat them inconsistently and in most cases do not pass link equity, often resulting in drastic ranking drops.
It’s worth stressing that pages with high traffic need extra attention but the bottom line is that every URL matters. By redirecting only a percentage of the URLs of the legacy site you may jeopardise the new domain’s authority as a whole, because it may appear to search engines as a weaker domain in terms of link equity.
Because human errors do occur, testing that everything has gone as planned is extremely important. Unfortunately, because the migration responsibility falls mainly on the shoulders of the SEO, several checks need to be carried out.
The first and foremost thing to do is to make sure that the test environment is not accessible to any search engine crawler. There are several ways to achieve that but some are better than others.
This is not recommended because Google would still crawl the site and possibly index the URLs (but not the content). This implementation also runs the risk of going live if all files on the test server are going to be mirrored on the live one. The following two lines of code will restrict search engines access to the website:
User-Agent: *
Disallow: /
This is recommended by Google as a way to entirely prevent a page's contents from being indexed.
<html>
<head>
<title>...</title>
<meta name="robots" content="noindex">
</head>
This is a very efficient solution but it may cause some issues. Trying to crawl a password protected website is a challenge and not many crawler applications have the ability to achieve this. Xenu Links Sleuth can crawl password-protected sites.
This way, the web server allows access to specific external IP addresses e.g. that of the SEO agency. Access to search engine crawlers is restricted and there are no indexation risks.
That could be a fairly basic one, allowing access to all crawlers and indicating the path to the XML sitemap such as:
User-agent: *
Allow: /
Sitemap: http://www.yoursite.com/sitemap.xml
However, certain parts of the site could be excluded, particularly if the legacy site has duplicate content issues. For instance, internal search, pagination, or faceted navigation are often generating multiple URLs with the same content. This is a great opportunity to deal with legacy issues, so search engine crawling of the website can become more efficient. Saving up on crawl bandwidth will allow search engine to crawl only those URLs which are worthy of being indexed. That means that deep pages would stand a better chance to be found and rank quicker.
Using your favourite tool, generate an XML sitemap, ideally containing HTML pages only. Xenu again does a great job because it easily generate XML sitemaps containing only HTML pages. For large web sites, generating multiple XML sitemaps for the different parts of the site would be a much better option so indexation issues could be easier identified later. The XML sitemap(s) should then be tested again for broken links before the site goes live.
Source: blogstorm.co.uk
Google Webmaster Tools allow users to test XML sitemaps before they get submitted. This is something worth doing in order to identify errors.
Even though the XML sitemap alone should be enough to let search engines know about the URLs on the new site, implementing an HTML sitemap could help search engine spiders make a deep crawl of the site. The sooner the new URLs get crawled, the better. Again, check the HTML sitemap for broken links using Check My Links (Chrome) or Simple Links Counter (Firefox).
Run the crawler application again as more internal/external broken links, (never trust a) 302 redirects, or other issues may get detected.
This is the most important step of this phase and it may need to be repeated more than once. All URLs to be redirected should be checked. If you do not have direct access to the server one way to check the 301 redirects is by using Xenu's Check URL List feature. Alternatively, Screaming Frog's list view can be used in a similar manner. These applications will report whether 301s are in place or not, but not if the destination URL is the correct one. That could only be done in Excel using the VLOOKUP function.
If time allows, the list of redirects needs to be optimised for optimal performance. Because the redirects are loaded into the web server's memory when the server starts, a high number of redirects can have a negative impact on performance. Similarly, each time a page request is being made, the web server will compare that against the redirects list. Thus, the shorter the list, the quicker the web server will respond. Even though such performance issues can be compensated by increasing the web server's resources, it is always best practice to work out pattern matching rules using regular expressions, which can cover hundreds or even thousands of possible requests.
Duplicate content issues should be identified and resolved as early as possible. A few common cases of duplicate content may occur, regardless of what was happening previously on the legacy web site. URL normalisation at this stage will allow for optimal site crawling, as search engines will come across as many unique pages as possible. Such cases include:
In all the above examples, poor URL normalisation results in duplicate pages that will have a negative impact on:
4.9 Site & Robots.txt monitoring
Make sure the URL of the new site is monitored using a service like Uptime Robot. Each time the site is down for whatever reason, Uptime Robot will be notified by email, Twitter DM, or even SMS. Another useful service to set up a robots.txt monitoring service such as Robotto. Each time the robots.txt file gets updated you get notified, which is really handy.
Uptime Robot logs all server up/down time events
Finally the new site has gone live. Depending on the authority, link equity and size of the site Google should start crawling the site fairly quickly. However, do not expect the SERPs to be updated instantly. The new pages and URLs will be updated in the SERPs over a period of time, which typically can take from two to four weeks. For pages that seem to take ages to get indexed it may be worth using a ping service like Pingler.
If the domain name changes, you need to notify Google via the Webmaster Tools account of the old site, as soon as the new site goes live. In order to do that, the new domain needs to be added and verified. If the domain name remains the same, Google will find its way to the new URLs sooner or later. That mainly depends on the domain authority of the site and how frequently Google visits it. It would also be a very good idea to upload the XML sitemap via Webmaster Tools so the indexation process can be monitored (see phase 6).
No matter how well everything appeared on the test server, several checks need to be carried out and running the crawler application again is the first thing to do. Pay attention for:
Using Httpfox, a 302 redirect has been detected
Google Webmaster tools, Bing Webmaster Tools and Yandex Webmaster all report crawl errors and is certainly worth checking often during the first days or even weeks. Pay attention to reported errors and dates and always try figure out what has been caused by the new site or the legacy one.
From the CSV files created in step 3.2, figure out which are the most valuable inbound links (using Majestic or OSE data) and then try to contact the web masters of those sites, requesting a URL update. Direct links pass more value than 301 redirects and this time-consuming task will eventually pay back. On the new site, check the inbound links and top pages tabs of OSE and try to identify new opportunities such as:
In the following example, followed and 301 external links have been downloaded in a CSV file.
Pay attention to the '301' columns for cells with the Yes value. Trying to update as many of these URLs as possible so the point directly to the site would pass more link equity to the site:
Identify the most authoritative links and contact website owners to update them so they point to the new URL
Generating new, fresh links to the homepage, category and sub-category pages is a good idea because:
Although Web masters are quite keen on implementing 301 redirects, they often do not show the same interest updating the onsite URLs so internal redirects do not occur. Depending on the volume and frequency of internal 301 redirects, some link juice may evaporate, whilst the redirects will unnecessarily add an extra load to the web server. Again, in order to detect internal 301 redirects, crawling the site would be handy.
Once the new site gas finally gone live, the impact of all the previous hard work needs to be monitored. It may be a good idea monitoring rankings and indexation on a weekly basis but in general no conclusions should be made earlier than 3-4 weeks. No matter how good or bad rankings and traffic appear to be, you need to be patient. A deep crawl can take time, depending on the site's size, architecture and internal linking. Things to be looking at:
Check site performance in Webmaster Tools for unusual post migration anomalies
Indexation of web pages, images and videos can be monitored in Google Webmaster Tools
Some of the following tools would be very handy during the migration process, for different reasons.
Crawler applications
Xenu Link Sleuth (free)
Analog X Link Examiner (free)
Screaming Frog (paid)
Integrity (For MAC - free)
Scraper applications
Scraper Extension for Chrome
Scrapebox (paid)
Link Intelligence software
Open Site Explorer (free & paid)
Majestic SEO (free & paid)
HTTP Analysers
HTTP Fox (Firefox)
Live HTTP Headers (Firefox)
IP checkers
Show IP (Firefox)
WorldIP (Firefox)
Website IP (Chrome)
Link checkers
Simple Links Counter (Firefox)
Check My Links (Chrome)
Monitoring tools
Uptime Robot (monitors domains for downtime)
Robotto (monitors robots.txt)
Rank checkers
Google Global (Chrome)
SEO SERP (Chrome)
SEO Book Rank Checker (Firefox)
Site performance analysis
Yslow (Firefox)
Page Speed (for Firefox)
Page Speed (for Chrome)
|Speed Tracer (Chrome)
Modesto Siotos (@macmodi) works as a Senior Natural Search Analyst for iCrossing UK, where he focuses on technical SEO issues, link tactics and content strategy. His move from web development into SEO was a trip with no return, and he is grateful to have worked with some SEO legends. Modesto is happy to share his experiences with others and writes regularly for a digital marketing blog.This is his first post for SEOmoz.
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Posted by jennita
Conferences are always a great way to get out and meet the SEOmoz community. Luckily we have SMX West coming up next week and quite a few Mozzers will be attending, speaking, live blogging and tweeting. We want to get a chance to meet as many of you as possible so I forced everyone to decide on a schedule so you’ll know where to find us!
Before I get into talking about where we’ll be, it’s probably best to first introduce the Mozzers so you know who to look for.
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Keri Morgret - @KeriMorgretYou all learned a bit about Keri a few weeks ago when we spilled the beans about the Community Team. In addition to all her great community work, she's also a freelance marketer and helps clients with both SEO and PPC. You will find her speaking on Wednesday at 3:30 pm on the Beyond the Google Adwords Tool: Advanced Keyword Research Tactics panel. She'll be talking about negative keywords and some ingenius ways to make sure you're not spending money on unnecessary keyword targeting.
You'll also find her live blogging for http://www.seroundtable.com/. Catch her live blogging schedule below.
Michael King - @iPullRankAs an Associate for SEOmoz, Mike focuses on answering questions in Q&A and writing for the blog (you may have seen his epic post yesterday). He's also done a Whiteboard Friday (or two) and is a great contributor to the SEOmoz Community. In his regular life, Mike's the SEO Manager at Publicis Modem in NYC.
You'll find him all over SMX West this year! He'll be speaking on two panels: What Search Data Reveals About Customer Needs & Desires – And How To Use It, and he'll be on the Link Building Clinic. Two panels you'll surely not want to miss!
One thing you may already know abut Mike is that he loves to get to know people, so if you see him walking by, say hi! I promise, he doesn't bite.
Everett Sizemore - @balibonesAnother grand Associate, Everett helps out by answering Q&A and now and then I twist his arm to write for the blog. He's the Director of SEO Strategy at seOverflow.com and will be speaking on the panel Driving Ecommerce & Retail Sales Through Search, Thursday at 1pm. If you saw his post about building deep links into e-commerce sites, then you know a bit how his mind works.
If you're working on an e-commerce or even just a really large site, I'd highly recommend not just going to this panel but also seeking Everett out in person. He's a ridiculous wealth of knowledge and we shouldn't let him keep all that inside. :)
Charlene Inoncillo - @charcilloAs our Marketing Admin, Charlene pretty much knows everything going on at all times on the marketing team. She’s new to the industry, so reach out and say hello! (ok, not literally).
She'll be attending all of the SMX Bootcamp sessions on the first day and in general learning all about search marketing. Be sure to stop her to say hello and show her how amazing this industry is!
Justin Vanning - @JustinVanningJustin does Paid Search Marketing for Moz so you’ll probably see him spending much of his time in the PPC & Retargeting sessions. He'll be looking for ways to help out the SEOmoz Marketing team in addition to meeting our community.
Want to know more about our retargeting efforts, or how we do Facebook advertising? Justin's your man. Give him a holler and ask him about his Twitter strategy. ;)
Jen Sable Lopez - @jennita*waves hello* If you haven't met me yet, I'm the Community Manager here at SEOmoz. I’ll be live-tweeting the heck out of SMX so be sure to watch out for my tweets from @jennita.
I'm hitting up a lot of the SEO and social media panels. I love to sit in the front row and make faces at the speakers, so beware! If you're not able to make to SMX follow my tweet stream and I'll attempt to keep you up-to-date.
If you're at the conference, please say hello! I love meeting our community members and really try to make it my goal to meet as many of you as possible.
Now that you know who you should be looking for, let’s see where all you can find us! Remember some of us are speaking, others are live blogging (or tweeting) and some of us are just attending. Also, we reserve the right to change our minds and attend different sessions as necessary. :D
SMX Meet & Greet
Most of us will be attending the networking event on Monday night, so find us and say hello! We’re also planning on going for drinks after so let us know if you’d like to join us. :)
9:00am-10:15am
SMX Boot Camp: Keyword Research & Copywriting For Search Success - Charlene
Getting Personal, Part 1: How Google & Bing Personalize With Social Connections – Jen (live tweet) + Keri (live blog)
Maximizing Paid Search Campaigns With Google’s AdWords Extensions - Justin
10:45am-12pm
SMX Boot Camp: Link Building Fundamentals - Charlene
Getting Personal, Part 2: How Google & Bing Personalize With Search History & Geography - Jen (live tweet)
1:30pm-2:45pm
SMX Boot Camp: Paid Search Fundamentals - Charlene
Solving Problems & Seeing Success In Google Places – Jen (live tweet)
Power Tools For The Paid Search Pro - Justin
3:30pm-4:45pm
SMX Boot Camp: Search Engine Friendly Web Design - Charlene
Don’t Panic! A Hitchhiker’s Guide To Surviving SEO Changes – Jen (live tweet) + Keri (live blog)
Retargeting & Remarketing: The New Behavioral Ads - Justin
10:45am-12pm
SEO For Google+ & Google Search – Charlene + Jen (live tweet)
Search Ads: Taking Your Ads From Good To Great! – Justin
Real Answers For Technical SEO Problems – Mike (Q&A Moderating)
1:30pm-2:45pm
Building Buzz On Twitter: Getting Followed & Retweeted – Charlene + Jen (live tweet)
Best Practices For Paid Search Testing – Case Study Panel – Justin
Schema.org, Rel=Author & Meta Tagging Best Practices – Keri (live blog)
3:30pm-4:45pm
Building Buzz On Facebook: Getting Liked & Shared – Charlene + Jen (live tweet)
Beyond The Google AdWords Tool: Advanced Keyword Research Tactics – Justin, Keri (speaking)
5:00pm-6:15pm
Creative Facebook Ad Tactics - all of us will be there!
9pm-11pm: SMX After Dark @ Motif
9am-10:15am
The "New" Killer Content - Charlene
Justifying The Investment: Analytics For Social Media - Jen (live tweet)
Maximizing Enterprise PPC ROI - Justin
10:45am-12pm
Enterprise SEO – Challenges & Solutions - Charlene
What Search Data Reveals About Customer Needs & Desires – And How To Use It – Jen (live tweet) + Justin + Keri (live blog) + Mike (speaking)
1pm-2:15pm
Driving Ecommerce & Retail Sales Through Search – Everett (speaking)
Link Building Clinic – Mike (speaking)
I'm serious here. If I find out that you were at SMX and didn't say hello, I'm going to be sad. Just think if you find us, you may even get a lovely picture with some of us... like this:
See you at SMX!
PS. If you haven't bought your ticket yet, use the code smx10seomoz to get a discount when you register for SMX.
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
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