There are many reasons why you might change the URLs for a page, section, or entire site. In this presentation, Aleyda will cover her experiences, and present data for what happens during web migrations, http/https switches, adding rel=canonical or hreflang, creating Accelerated Mobile Pages and more.
SearchLove San Diego 2018 | Aleyda Solis | Moving URLs
1. #movingurls at #searchlove by @aleyda from @orainti#movingurls at #searchlove by @aleyda from @orainti
Moving URLsImplementing structural Web changes
without losing your rankings
#movingurls at #searchlove by @aleyda from @orainti
2. #movingurls at #searchlove by @aleyda from @orainti#movingurls at #searchlove by @aleyda from @orainti
Structural Web changes will find you
at any given day as an SEO consultant…
#movingurls at #searchlove by @aleyda from @orainti
3. #movingurls at #searchlove by @aleyda from @orainti
They give you an amazing
opportunity to clean,
reorganize and improve
what you already have
#movingurls at #searchlove by @aleyda from @orainti
4. #movingurls at #searchlove by @aleyda from @orainti
Like this
#movingurls at #searchlove by @aleyda from @orainti
5. #movingurls at #searchlove by @aleyda from @orainti
But frequently these
moves don’t take SEO
into consideration
#movingurls at #searchlove by @aleyda from @orainti
6. #movingurls at #searchlove by @aleyda from @orainti
Which can have catastrophic results
and urgent needs for SEO help
#movingurls at #searchlove by @aleyda from @orainti
7. #movingurls at #searchlove by @aleyda from @orainti
No kidding
BEFORE AFTER
#movingurls at #searchlove by @aleyda from @orainti
8. #movingurls at #searchlove by @aleyda from @orainti
Aleyda Solis
* International SEO Consultant & Founder at Orainti.
* Conference Speaker in +100 Events in +20 Countries.
* Author “SEO. Las Claves Esenciales.”
* Blogger in Search Engine Land & Search Engine Journal.
I’m an SEO consultant -not a moving expert-, but I’m going to
show you how to handle these situations to achieve success
#movingurls at #searchlove by @aleyda from @orainti
9. #movingurls at #searchlove by @aleyda from @orainti#movingurls at #searchlove by @aleyda from @orainti
HTTPS migrations
Products/Website Rebranding
International Web Consolidation
Not all moves are equal, so it’s critical to establish first
where do you need to go and for what purpose
Implementing hreflang Implementing non-canonical AMP
Change URL to
crawl, index and
rank in the same or
different domain
Display new URLs
in Google’s SERPs,
without changing
the indexing
configuration
Display different
existing URLs in
Google’s SERPs
without changing
the indexing
configuration
10. #movingurls at #searchlove by @aleyda from @orainti
Whatever the type of scenario, is critical to align general &
specific SEO principles through the whole moving process
2.
Execute
1.
Plan & Test
3.
Validate & Monitor
Display different existing URLs in Google’s SERPs without changing the indexing configuration
Change URL to crawl, index and rank in the same or different domain
Display new URLs in Google’s SERPs, without changing the indexing configuration
11. #movingurls at #searchlove by @aleyda from @orainti
Category level
Site level
URL levelHTTPS migration
Website rebranding
AMP implementation for the blog
Canonicalization change
Let’s start by planning, identifying the affected URLs
based on the moving scope
12. #movingurls at #searchlove by @aleyda from @orainti
Revise these URLs configuration, optimisation & ranking
status to see what should be kept, changed or improved
Crawlability
indexability
Ranked Queries
Traffic
External Links
Affected URL SSL Certificate
Content Relevance
Internal Links
Mobile
Used images & resources
Robots.txt, parameters handling via GSC
Meta robots and canonical tag configuration
Internationalization Hreflang tag, geolocation via GSC
Position, SERP features
Speed
Alternate tags for independent mobile, AMP
13. #movingurls at #searchlove by @aleyda from @orainti
To correctly update their configuration in order
to achieve the relevant moving scenario goal
Old New
301-Redirects
Update Links
Update XML
Sitemap
Change URL to
crawl, index and
rank in the same or
different domain
Display new URLs
in Google’s SERPs,
without changing
the indexing
configuration
Display different
existing URLs in
Google’s SERPs
without changing
the indexing
configuration
14. #movingurls at #searchlove by @aleyda from @orainti
Old New
As well as to improve their current optimization status
to make the most out of the moving opportunity
Thin, Duplicate Content
Slow Speed
Hierarchical Navigation
Relevant Titles
Page specific, expanded Content
Fast Speed
Hierarchical Navigation
Relevant Titles
301-Redirects
Update Links
Update XML
Sitemap
Change URL to
crawl, index and
rank in the same or
different domain
Display new URLs
in Google’s SERPs,
without changing
the indexing
configuration
Display different
existing URLs in
Google’s SERPs
without changing
the indexing
configuration
15. #movingurls at #searchlove by @aleyda from @orainti
Once defined, align and agree with the stakeholders to get
approval, resources & support for their implementation
SEO
Design & UX Development
Marketing
16. #movingurls at #searchlove by @aleyda from @orainti
Let’s go through each scenario
Change URL to
crawl, index and
rank in the same or
different domain
Display new URLs
in Google’s SERPs,
without changing
the indexing
configuration
Display different
existing URLs in
Google’s SERPs
without changing
the indexing
configuration
HTTPS migrations
Products/Website Rebranding
International Web Consolidation
Implementing hreflang Implementing non-canonical AMP
17. #movingurls at #searchlove by @aleyda from @orainti
Display different existing URLs in
Google’s SERPs without changing the
indexing configuration
Implementing Hreflang
18. #movingurls at #searchlove by @aleyda from @orainti
Sometimes the wrong country or language page of an
international Website is shown in search results
19. #movingurls at #searchlove by @aleyda from @orainti
These misaligned search results will have
worse rankings, CTR and conversions
This happens with a UK ccTLD
20. #movingurls at #searchlove by @aleyda from @orainti
hreflang comes to the rescue allowing to specify each page
language and country as well as its alternate versions
x.com/us/
Add hreflang Tags
x.com/uk/
Add hreflang Tags
<link rel="canonical" href="https://x/us/" />
<link rel="alternate" href=“https://x/us/“ hreflang="en-us" />
<link rel="alternate" href=“https://x/uk/“ hreflang=“en-gb" />
<link rel="canonical" href=“https://x/uk/" />
<link rel="alternate" href=“https://x/us/“ hreflang="en-us" />
<link rel="alternate" href=“https://x/uk/“ hreflang=“en-gb" />
Existing US Page Existing UK Page
21. #movingurls at #searchlove by @aleyda from @orainti
All while keeping them all indexed, self-canonicalizing each
x.com/us/
Add hreflang Tags
x.com/uk/
Add hreflang Tags
<link rel="canonical" href="https://x/us/" />
<link rel="alternate" href=“https://x/us/“ hreflang="en-us" />
<link rel="alternate" href=“https://x/uk/“ hreflang=“en-gb" />
<link rel="canonical" href=“https://x/uk/" />
<link rel="alternate" href=“https://x/us/“ hreflang="en-us" />
<link rel="alternate" href=“https://x/uk/“ hreflang=“en-gb" />
Existing US Page Existing UK Page
22. #movingurls at #searchlove by @aleyda from @orainti
How implementing
hreflang annotations
can cause issues then?
#movingurls at #searchlove by @aleyda from @orainti
23. #movingurls at #searchlove by @aleyda from @orainti
When canonicalizing all international pages to the initial or
main version, making them to not rank by themselves
Change to: <link rel="canonical" href=“https://www.airbnb.mx“ />
24. #movingurls at #searchlove by @aleyda from @orainti
Including non-canonical, non-indexable URLs
versions in the hreflang annotations
Change to: <link rel="alternate" hreflang=“en-gb” href=“https://www.x.com/uk“ />
25. #movingurls at #searchlove by @aleyda from @orainti
As well as including URLs that are redirecting to others
26. #movingurls at #searchlove by @aleyda from @orainti
Adding hreflang annotations in non-supported
formats with non-existing values
link rel alternate hreflang="pt-br"
link rel alternate hreflang="en-ca"
Not supported
link rel alternate hreflang="es-mx"
link rel alternate hreflang="en-us"
27. #movingurls at #searchlove by @aleyda from @orainti
All these will trigger hreflang errors in Google Search
Console and won’t show the desired page in SERPs
28. #movingurls at #searchlove by @aleyda from @orainti
Here’s how
you can avoid
these issues…
#movingurls at #searchlove by @aleyda from @orainti
29. #movingurls at #searchlove by @aleyda from @orainti
Use the accepted ISO 639-1 values for languages and ISO
3166-1 for countries as well as the specified tags formats
bit.ly/generatorhreflang
30. #movingurls at #searchlove by @aleyda from @orainti
Simplify hreflang implementation by avoiding to add it to
every single page of your different international versions
31. #movingurls at #searchlove by @aleyda from @orainti
Add it only in those pages attracting rankings from non-
relevant countries or languages you can find in GSC
32. #movingurls at #searchlove by @aleyda from @orainti
Include it via HTML for an easier management and use XML
sitemaps when you can’t change code or have too many
33. #movingurls at #searchlove by @aleyda from @orainti
When implementing hreflang via HTML,
place them at the start of the head code
http://ohgm.co.uk/hreflang-tags-not-respected-how-to-solve/
34. #movingurls at #searchlove by @aleyda from @orainti
If you need to implement them in XML sitemaps organize
them hierarchically to easily identify and fix issues
COUNTRY
LANGUAGE
CATEGORY
TYPE
35. #movingurls at #searchlove by @aleyda from @orainti
Validate hreflang implementation in a test environment
before launching by using SEO crawlers
Deepcrawl, Sitebulb, ScreamingFrog, Ryte
36. #movingurls at #searchlove by @aleyda from @orainti
Monitor any remaining issues through the Search Console
and prioritise those affecting more pages
38. #movingurls at #searchlove by @aleyda from @orainti
You’ll start showing the relevant market pages in search
results with positive visibility & engagement trend from them
39. #movingurls at #searchlove by @aleyda from @orainti
If you want to learn more about hreflang configuration,
check out these slides from a presentation about it
https://www.slideshare.net/aleydasolis/setting-hreflang-for-international-serp-success-smxeast
40. #movingurls at #searchlove by @aleyda from @orainti
The hreflang URL
move is now fixed,
let’s go a bit further…
41. #movingurls at #searchlove by @aleyda from @orainti
Display new URLs in Google’s SERPs,
without changing the indexing
configuration
Implementing non-canonical AMP
42. #movingurls at #searchlove by @aleyda from @orainti
Having a fast mobile Website is one of the fundamental
aspects of user experience, influencing conversions & results
44. #movingurls at #searchlove by @aleyda from @orainti
This is why Google launched AMP to facilitate the generation
of faster Mobile pages by pre-optimizing & caching them
45. #movingurls at #searchlove by @aleyda from @orainti
AMP URLs should be generated parallelly and
canonicalised towards the original “slower” mobile pages
x.com/blog/post/
Add amphtml Tag
x.com/blog/post/amp/
Create valid AMP page
Add canonical Tag
<link rel="canonical" href=“https://x.com/blog/post/“ />
<link rel="amphtml" href=“https//x.com/blog/post/amp/">
<link rel="canonical" href=“https//x.com/blog/post/“ />
New alternate AMP URLExisting Page
46. #movingurls at #searchlove by @aleyda from @orainti
Like Forbes does here
Canonical URL AMP URL
https://www.forbes.com/sites/alanwolk/2017/09/07/apple-is-
losing-its-cool-factor-and-thats-a-problem-if-they-want-to-break-
into-tv/#4707740c71f8
https://www.forbes.com/sites/alanwolk/2017/09/07/apple-is-
losing-its-cool-factor-and-thats-a-problem-if-they-want-to-break-
into-tv/amp/
47. #movingurls at #searchlove by @aleyda from @orainti
Making the AMP version much faster to load
Canonical URL AMP URL
https://www.forbes.com/sites/alanwolk/2017/09/07/apple-is-
losing-its-cool-factor-and-thats-a-problem-if-they-want-to-break-
into-tv/#4707740c71f8
https://www.forbes.com/sites/alanwolk/2017/09/07/apple-is-
losing-its-cool-factor-and-thats-a-problem-if-they-want-to-break-
into-tv/amp/
48. #movingurls at #searchlove by @aleyda from @orainti
Although not a ranking factor, Google made it a
requirement to be included in the Top Stories Carrousel
49. #movingurls at #searchlove by @aleyda from @orainti
It is also shown in mobile organic search results
for any page with a valid AMP version
AMP article rich results
Can be free-standing in the results page, or
embedded in a carousel of similar result types.
All AMP article rich results are also rich results.
AMP non-rich results
A basic, non-graphical search
result pointing to the AMP page.
50. #movingurls at #searchlove by @aleyda from @orainti
Which has made its usage to explode
https://www.semrush.com/sensor/
51. #movingurls at #searchlove by @aleyda from @orainti
Making some sites to see more organic visibility and traffic
with its AMP results than the ones of their original URLs
AMP Rich Results
AMP Non-Rich Results
Non-AMP Results
52. #movingurls at #searchlove by @aleyda from @orainti
How implementing AMP
can cause issues then?
#movingurls at #searchlove by @aleyda from @orainti
53. #movingurls at #searchlove by @aleyda from @orainti
Many sites have started to use it without assessing if it
would be really relevant for them, seeing a negative impact
54. #movingurls at #searchlove by @aleyda from @orainti
Your “own” URLs won’t be displayed in mobile search results
but the ones of AMP cache, needing additional tracking
55. #movingurls at #searchlove by @aleyda from @orainti
Although this has been announced that
is going to be changed later this year
56. #movingurls at #searchlove by @aleyda from @orainti
An inconsistent UI will also likely have a negative
impact on the site user engagement
ORIGINAL MOBILE PAGE
<> AMP VERSION
57. #movingurls at #searchlove by @aleyda from @orainti
As well as not detecting and redirecting
non-mobile users to the original desktop page
DON’T DO THIS
58. #movingurls at #searchlove by @aleyda from @orainti
Implementation errors are common and won’t allow
to show AMP URLs in the mobile search results
https://www.semrush.com/blog/amp-mistakes-semrush-study/
61. #movingurls at #searchlove by @aleyda from @orainti
Beware that it has been announced that in the future you
will be able to obtain AMP benefits with non-AMP content
https://amphtml.wordpress.com/2018/03/08/standardizing-lessons-learned-from-amp/
62. #movingurls at #searchlove by @aleyda from @orainti
Verify then if it’s a relevant option based on your short
and long-term needs, goals and resources
You have mobile
Web speed issues but
can’t improve your
own site
You need to be
included in Google’s
Top Stories Carrousel
ASAP*
You’re building a new
site and AMP offers
the easiest way to
implement your
desired functionality
1 2 3
63. #movingurls at #searchlove by @aleyda from @orainti
If it’s a matter of extra visibility, see what your competitors
or top industry players are ranking for already with AMP
https://www.sistrix.com/
64. #movingurls at #searchlove by @aleyda from @orainti
Check if your site functionalities can
be implemented with AMP components
https://www.ampproject.org/docs/reference/components
65. #movingurls at #searchlove by @aleyda from @orainti
Non-Canonical AMP
Canonical AMP
Keep this also in mind when choosing the most
cost-effective way to integrate AMP in your site
Independent
Mobile Web
brand.com
m.brand.com
brand.com
m.brand.com
m.brand.com/amp
Responsive or
Dynamic Web
brand.com
brand.com
brand.com/amp
66. #movingurls at #searchlove by @aleyda from @orainti
Complexity can be higher when selecting to
use AMP along an independent mobile setting
Desktop Web
Independent Mobile Web Version
AMP version
Canonicalize to
Independent Mobile Web in AMP
Canonicalizes to
Desktop Web
vs
67. #movingurls at #searchlove by @aleyda from @orainti
Whatever you choose, it’s critical to redirect visitors based
on their user agent, as you do with independent mobile URLs
AMP URL Desktop URL
Desktop
Users
301-
Redirect
68. #movingurls at #searchlove by @aleyda from @orainti
Google also requires AMP URLs to include the same
content than canonical ones to be shown in SERPs
69. #movingurls at #searchlove by @aleyda from @orainti
The goal is to keep the UI, content and functionality
consistent when using non-canonical AMP
=ORIGINAL MOBILE PAGE AMP VERSION
70. #movingurls at #searchlove by @aleyda from @orainti
This includes also the implementation of
hreflang annotations
https://ampbyexample.com/introduction/internationalization/
71. #movingurls at #searchlove by @aleyda from @orainti
Most of AMP errors will be caused by using tags,
attributes and values that are not allowed
Name of Mistake % of Affected Sites
Disallowed attribute 45 %
Disallowed tag 44 %
Invalid attribute value 38 %
Invalid URL protocol 36 %
Invalid URL 34 %
Mandatory tag ancestor with hint 26 %
Disallowed style attribute 20 %
Mandatory attribute missing 13 %
Wrong parent tag 12 %
Missing URL 10 %
https://www.semrush.com/blog/amp-mistakes-semrush-study/
72. #movingurls at #searchlove by @aleyda from @orainti
Avoid them by sharing the required AMP markup as well as
the validation errors when planning the development
+
https://www.ampproject.org/docs/reference/validation_errors
73. #movingurls at #searchlove by @aleyda from @orainti
Opt-in for Google Analytics AMP Client ID API
to correctly track AMP on Cache
https://support.google.com/analytics/answer/7486764
74. #movingurls at #searchlove by @aleyda from @orainti
Verify during development the AMP compliance of
your top pages in real time with the code validator
https://validator.ampproject.org/
75. #movingurls at #searchlove by @aleyda from @orainti
Crawl the whole site before launching it, simulating the
mobile googlebot to look for remaining issues
https://www.deepcrawl.com/
76. #movingurls at #searchlove by @aleyda from @orainti
Prioritize to fix the critical issues before launching,
to be able to show AMP in Mobile SERPs as expected
https://sitebulb.com/
77. #movingurls at #searchlove by @aleyda from @orainti
After launching look for any remaining errors
in the new Google Search Console AMP report
78. #movingurls at #searchlove by @aleyda from @orainti
Select critical errors in the report and start
checking & fixing those affecting more pages
79. #movingurls at #searchlove by @aleyda from @orainti
This is now made easier by the new search console,
by checking the code and with live validation
80. #movingurls at #searchlove by @aleyda from @orainti
Rinse and repeat with the critical errors until there
is none left and then move on with the warnings
81. #movingurls at #searchlove by @aleyda from @orainti
You’ll see then a positive visibility trend while keeping your
engagement metrics and providing the desired functionality
82. #movingurls at #searchlove by @aleyda from @orainti
Use rank trackers to monitor the AMP visibility for
targeted queries you’re not ranking for yet
https://www.seomonitor.com/
83. #movingurls at #searchlove by @aleyda from @orainti
As well as keeping track of what you’re competitors
are targeting with their AMP content that you’re not yet
https://www.semrush.com/
84. #movingurls at #searchlove by @aleyda from @orainti
If at some point you want to disable AMP, eliminate the
amphtml tags and 301-redirect to your canonical URLs
https://developers.google.com/search/docs/guides/remove-amp
85. #movingurls at #searchlove by @aleyda from @orainti
If you want to learn more about AMP, check out my
presentation about the topic from the #AMPConf
https://www.aleydasolis.com/en/search-engine-optimization/amp-accelerated-mobile-pages/
86. #movingurls at #searchlove by @aleyda from @orainti
The AMP moving issue
is now fixed, let’s go
even further…
87. #movingurls at #searchlove by @aleyda from @orainti
Change URL to crawl, index and rank
in the same or different domain
HTTPS migrations
Products/Website Rebranding
International Web Consolidation
88. #movingurls at #searchlove by @aleyda from @orainti
You might still need to move your site to HTTPS, which
is now a must to give a secure Web experience
89. #movingurls at #searchlove by @aleyda from @orainti
Or you might need to to rebrand your overall
business or certain products or services
90. #movingurls at #searchlove by @aleyda from @orainti
For these Web migrations, it’s critical to establish if it’s
only a matter of a technical change, like with HTTPS
http://x.com/ https://x.com/
<link rel="canonical" href=“http://x.com/“ /> <link rel="canonical" href=“https://x.com/“ />
HTTPS URLHTTP URL
301-Redirect SSL Certificate
Update links
Update XML
Sitemaps
Update Images &
Resources
91. #movingurls at #searchlove by @aleyda from @orainti
Or also requires a content change, for example
when rebranding a business or product
92. #movingurls at #searchlove by @aleyda from @orainti
How Web migrations
can generate problems?
#movingurls at #searchlove by @aleyda from @orainti
93. #movingurls at #searchlove by @aleyda from @orainti
When redirects from the old to the new URLs are temporary
302’s & the HTTPS URLs canonicalise to HTTP ones
94. #movingurls at #searchlove by @aleyda from @orainti
When the old URLs 301-redirect to non-indexed
or error pages
95. #movingurls at #searchlove by @aleyda from @orainti
When URLs that had incoming external links are
not redirected and are returning 404 http status errors
96. #movingurls at #searchlove by @aleyda from @orainti
When the new pages are still linking
to the old redirected URLs in HTTP
97. #movingurls at #searchlove by @aleyda from @orainti
When both, HTTP and HTTPS URLs are accessible, and
HTTP URLs are just canonicalising instead of redirecting
98. #movingurls at #searchlove by @aleyda from @orainti
Which can end-up causing this type of organic search
visibility and traffic loss when implementing the migration
New SiteOld Site
99. #movingurls at #searchlove by @aleyda from @orainti
Here’s how you can
avoid these Web
migrations issues…
100. #movingurls at #searchlove by @aleyda from @orainti
Since Google chooses canonical URLs based on a number
of signals it is a must to align as many as possible
https://support.google.com/webmasters/answer/139066?hl=en
101. #movingurls at #searchlove by @aleyda from @orainti
To avoid leaving anything out, crawl all the
affected URLs and gather their SEO metrics
Crawlability
Indexability
Internal linking
Relevance
Rankings
Traffic
Link popularity
Speed
102. #movingurls at #searchlove by @aleyda from @orainti
You can do this easily by integrating third-party
data sources directly into your crawl simulation
Screaming Frog & Deepcrawl
103. #movingurls at #searchlove by @aleyda from @orainti
This will also allow you to identify orphan pages, to avoid
missing any important URLs that you need to migrate
104. #movingurls at #searchlove by @aleyda from @orainti
Obtain the traffic and ranked queries for
which these pages are ranking
URLProfiler
105. #movingurls at #searchlove by @aleyda from @orainti
So you can easily consolidate all the information of the
top pages to be prioritised in the Web migration
Top Pages Technical Configuration Relevance Popularity Traffic Ranked Queries
106. #movingurls at #searchlove by @aleyda from @orainti
And be able to assess well if they should be kept or not,
and where they should be migrated in the new location
107. #movingurls at #searchlove by @aleyda from @orainti
Establishing the patterns to keep or to improve in the new
pages vs. the old URLs technical and content status
Old Pages Titles, Descriptions & H1s New Pages Titles, Descriptions & H1s
108. #movingurls at #searchlove by @aleyda from @orainti
As well as defining pages that might need to be created to
keep certain rankings based on the scenario, like a rebrand
Old Pages
New Pages
Legacy Pages
Old Branded
Queries
Transactional
Queries and
New Branded
Queries
Transactional
Queries and Old
Branded Queries
109. #movingurls at #searchlove by @aleyda from @orainti
Implement this first in a private test environment,
blocked to external access without authentication
110. #movingurls at #searchlove by @aleyda from @orainti
List crawl the old URLs to check if the 301-redirects have
been set as specified & go to the relevant new locations
111. #movingurls at #searchlove by @aleyda from @orainti
Do a full audit of the new Web destination in test to also
check if the new pages are completely optimised as specified
112. #movingurls at #searchlove by @aleyda from @orainti
If it’s a new Web location, set it also with Analytics & Search
Console, and remember to use the old settings if relevant
113. #movingurls at #searchlove by @aleyda from @orainti
When doing an HTTPS switch make sure the certificate is
previously installed, including subdomains & CDN zones
114. #movingurls at #searchlove by @aleyda from @orainti
After launching the migration to production check if the 301
redirects from the old to new URLs have been implemented
115. #movingurls at #searchlove by @aleyda from @orainti
Prioritise to fix those high-traffic pages with 301-redirects
going to wrong or non-indexable pages and redirects chains
116. #movingurls at #searchlove by @aleyda from @orainti
Crawl the new web location and make sure the new pages
are not only accessible but optimised as recommended
117. #movingurls at #searchlove by @aleyda from @orainti
Look for URLs in the new location that might be blocked,
non-indexed or also linking or canonicalising to the old URLs
118. #movingurls at #searchlove by @aleyda from @orainti
If the migration has included an HTTPS switch
make sure there are no mixed content issues too
119. #movingurls at #searchlove by @aleyda from @orainti
Once fixed, you can submit your new URLs & XML
sitemaps to be re-crawled via the Search Console
120. #movingurls at #searchlove by @aleyda from @orainti
If this is a sub-domain or domain level migration you can
also specify it through GSC’s “Change of Address”
121. #movingurls at #searchlove by @aleyda from @orainti
Use the new Search Console “Index Coverage” to monitor if
the new URLs start getting indexed & the old ones disappear
122. #movingurls at #searchlove by @aleyda from @orainti
Verify which have been already included and which
have been left out the index & the reason, to fix them
123. #movingurls at #searchlove by @aleyda from @orainti
Compare the new vs. old locations main ranked queries
& pages, as well as SERP features w/ Search Console
Last 28 Days
15 Days Before and After the Migration
new website locationold website location
124. #movingurls at #searchlove by @aleyda from @orainti
Check that rankings & CTR of your top queries in the new
location are regained w/ the relevant pages over time
125. #movingurls at #searchlove by @aleyda from @orainti
Monitor the trend of additional keywords w/ your own rank
tracker, organising them in groups to facilitate analysis
SEOmonitor
126. #movingurls at #searchlove by @aleyda from @orainti
Complement your own tracking by following-up with
third-party visibility indexes to identify additional issues
New site has not completely
regained top 3 rankings
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Assess the new rankings impact in your pages traffic and
conversions, to identify additional actions to improve them
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By doing all this you should see a positive post
migration organic search visibility & traffic trend
129. #movingurls at #searchlove by @aleyda from @orainti
Use also this migration checklist and guides I’ve
written as references to avoid leaving anything out
http://bit.ly/checklisttohttps http://bit.ly/monitoringmigrations http://bit.ly/recoveringmigration