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We can’t wait to dive in, but first, a little about your speakers!
Who is Titan SEO?
arketingProfs
Titan SEO’s® team is comprised of
industry veterans and specialists in
search engine optimization and pay per
click.
– Pro...
Recent Awards
Our Technology
arketingProfs
Not your typical SEO agency. Let our technology show you why.
TitanBOT: Our Secret Sauce!
Key Capabilities
• Algorithm parameter value
estimates
• Regular expression algorithm
creation...
Website Migration &
Disaster Planning
arketingProfs
Failing to plan is planning to fail. Here’s how to avoid a disaster.
Murphy’s Law:
“Anything that can go wrong, will go wrong”
Don’t let these things happen to you!
 Losses in organic traffi...
Don’t Lose Sleep Over Your Site Launch
Proactive planning makes a seamless transition
1. Start with an audit of your curre...
1. Site Audit: Crawling Your Current Site
Take Inventory!
 Crawl your current site to get a full list of pages
 Export y...
1. Site Audit: Using Site Command
Site command is a great tool to get an idea of which pages the search
engines are indexi...
1. Site Audit: Assessing Organic Entrances
• Head to Google
Analytics
• Behavior
Site Content
All Pages
• Segment by
Organ...
Comparing Apples to Apples
Carry over your current SEO for a seamless transition
2. Compare the data on your current site ...
2. Comparing Data: Title Tags
Compare the title tags on your current and new site and ask yourself the
following questions...
 Do the meta descriptions describe the page?
 Are they the appropriate length?
• 155 characters is ideal
• Keep between ...
 Look at both navigational anchor text links and content anchor text links
• Content links will not be counted if they ar...
Prioritize Your Pages by Looking at Links
How popular are your pages really?
3. Take a look at your inbound link profile
W...
Consider Your Domain Structure
What domain structure will your new site have?
4. Audit Domains and Sub Domains
Are you usi...
Consider Your Hosting Provider
Where will you host your new site?
5. Hosting
 Will the new server be able to handle your ...
Evoq OnDemand
(from DNN)
Cloud-based Web CMS
 Fully managed by DNN, including software updates
 Service Level Agreement ...
Vet your New CMS
Does your CMS have the right capabilities?
 Can you create unique Title and Meta data for
each page?
 A...
SEO Capabilities in DNN’s Evoq CMS
10 SEO Considerations for a Web CMS
1. Customizing page titles and metadata
2. Drop-dow...
A Note About JavaScript and Ajax
If you’re coding in Angular or Ajax make sure
Google and other search engines can crawl
y...
Prioritize High-Priority Pages
Ensure your most important pages are accounted for
Always move important pages to the new s...
Content is Still King!
Have a plan of action for your new site content
 If your plan is to dramatically reduce your conte...
Keyword Density
Are your important keywords accounted for in your new content?
 Evaluate where important keywords are
use...
301 Redirects
The ‘Holy Grail’ of site migrations
 Every page that was on the old site and not
on the new site needs to b...
Which Pages Need to Be Redirected?
 Get a list of all of your old pages from your initial site audit, or from analytics
•...
URL Structure
Will the new URL structure be SEO-friendly?
 URL’s should be short and to the point
 If keywords are repre...
Mobile Friendly Sites
In 2016, mobile is more prevalent than ever. Does your new site make the cut?
 Mobile Friendly Site...
Robots.txt
 Evaluate your old site to see if Robots.txt is present
• Go to yoururl.com/robots.txt
 If Robots.txt is pres...
No Index, No Follow Tags
Keep your site hidden from the public (and search engines) until launch time
 Use no index, no f...
Page Load Speed
A slow site can hurt more than just your users
Besides being frustrating for users, a site with slow
load ...
Testing 1,2.
How to test conversions and engagement on your new site.
 Make sure forms, checkout, etc. all functions
 Yo...
Structured Data
Help make your site more appealing in the search results
Adding the structured data can help
with rankings...
Canonical Tags
What are canonical tags and when are the necessary?
 Does your site have duplicate pages
that are necessar...
XML Site Maps
How site maps can help the search engines find and index your new pages
If your new pages are not getting
in...
Paginated Content
What to do when you have paginated content on your new site
 If you have pages that use next, or 1,
2, ...
Alt Tags for Images
What are alt tags and when are they useful?
 Alt Tags help to describe images
 Make sure they aren’t...
Heading Tags
H1, H2, H3… What does it all mean?
 Look at the old site and new site
 Are H tags present?
 Do they accura...
Broken Links
Ensure all links are functioning properly before launch
 Use a crawler like Xenu to look for
broken links
 ...
Site Structure
How will your new site be structured?
Is your linking structure or site structure going to change?
• If it ...
1,2,3 Liftoff!
Ready for launch? Here are things to consider
 Find the right day and time to
migrate
 DNS can take 24-48...
Post-Launch Checklist
Ensure everything is running smoothly after your site launch
Indexed Pages (is the new site getting ...
Most Important Tips
Sharpen your skills
5 Key Takeaways From Today
 Check your Redirects (301 redirects are critical)
 Make sure you have title data on all page...
Thank you!
We’d love to hear from you!
Danny Shepherd
Danny@TitanSEO.com
Mike Tretinjak
Mike@TitanSEO.com
Follow us @Titan...
For more information on DNN’s Evoq CMS:
http://www.dnnsoftware.com/products/evoq-content
Avoid SEO Disaster on Website Redesign and Migrations
Avoid SEO Disaster on Website Redesign and Migrations
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Avoid SEO Disaster on Website Redesign and Migrations

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It’s all too common for websites to experience significant drops in traffic, leads and revenue after a site redesign or migration. The good news is, this can be prevented!

If you’re planning on launching a new website or moving to a new CMS, it’s critical that you evaluate and address all potential risks.

The SEO team at Titan SEO has implemented hundreds of site migrations and has seen it all.

In this presentation, Titan SEO’s President, Danny Shepherd, and Vice President Mike Tretinjak will share website redesign and migration tips you may not have considered.

You’ll also learn how to leverage your website migration to increase your organic rankings and traffic.

The presentation will give you the confidence and knowledge you’ll need to execute a smooth website transition.

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Avoid SEO Disaster on Website Redesign and Migrations

  1. We can’t wait to dive in, but first, a little about your speakers! Who is Titan SEO? arketingProfs
  2. Titan SEO’s® team is comprised of industry veterans and specialists in search engine optimization and pay per click. – Proprietary spidering technology – Started in 2004 – 100’s of website migrations – Experience across multiple platforms – DNN Partner starting in 2011 – Every team member certified in advanced analytics and PPC with Google Meet Our Senior Team Members!
  3. Recent Awards
  4. Our Technology arketingProfs Not your typical SEO agency. Let our technology show you why.
  5. TitanBOT: Our Secret Sauce! Key Capabilities • Algorithm parameter value estimates • Regular expression algorithm creation (on the fly!) • Anchor text parameter matching • Meta Robots and canonical link analysis • Title and Meta Data analysis • Multiple threading • Alt tag and image data • Data mining and collection • Human emulation testing • And much more...
  6. Website Migration & Disaster Planning arketingProfs Failing to plan is planning to fail. Here’s how to avoid a disaster.
  7. Murphy’s Law: “Anything that can go wrong, will go wrong” Don’t let these things happen to you!  Losses in organic traffic  Decreases in on-site user engagement  Broken links and missing pages  Missed opportunities to leverage an SEO boost from a new site launch
  8. Don’t Lose Sleep Over Your Site Launch Proactive planning makes a seamless transition 1. Start with an audit of your current site.  Use website crawlers to get a full picture of your site in its current state • Xenu • Screaming Frog • TitanBOT
  9. 1. Site Audit: Crawling Your Current Site Take Inventory!  Crawl your current site to get a full list of pages  Export your site list into an Excel doc  Sort and organize your pages to make it more digestible Why is this important? Taking stock of your pages will aid in site planning and redirect mapping down the road.
  10. 1. Site Audit: Using Site Command Site command is a great tool to get an idea of which pages the search engines are indexing and how they display those pages. • Go to google.com and type in site:yoururl.com
  11. 1. Site Audit: Assessing Organic Entrances • Head to Google Analytics • Behavior Site Content All Pages • Segment by Organic Traffic • Sort by Entrances
  12. Comparing Apples to Apples Carry over your current SEO for a seamless transition 2. Compare the data on your current site to the data on your new site. Comparing the data that is on your current site to your new site will help keep your current SEO intact and your site users happy. Things to assess: • Title tags • Meta descriptions • Anchor text links • Overall content
  13. 2. Comparing Data: Title Tags Compare the title tags on your current and new site and ask yourself the following questions:  Do the new title tags match the old tags? • If not, did the content on the page change? – If Content changed are the new ones appropriate? – Will you lose important rankings?  Are they the appropriate length? • 512 pixel (50-60 characters) • Keeping between 50-55 characters ideal  Are Title Tags compelling enough to click?  Do they convey a positive message?  Are they Unique?
  14.  Do the meta descriptions describe the page?  Are they the appropriate length? • 155 characters is ideal • Keep between 150-60 characters  Do they convey a positive message?  Are they Unique?  Do they contain some sort of call-to-action? 2. Comparing Data: Meta Descriptions Compare the meta descriptions on your current and new site and ask yourself the following questions:
  15.  Look at both navigational anchor text links and content anchor text links • Content links will not be counted if they are secondary to nav links  Compare important keywords for matching parameter data on top entrance pages • Sort list by pages, add in entrance data for those pages 2. Comparing Data: Anchor Text Links Compare the anchor text links on your current and new site and ask yourself the following questions:
  16. Prioritize Your Pages by Looking at Links How popular are your pages really? 3. Take a look at your inbound link profile While popularity isn’t really the key here, we want to look at inbound links to help assess which pages are linked to most frequently, which will help us with URL & redirect mapping.  Use Moz open site explorer, or Majestic SEO to evaluate all inbound links • Make sure all inbound links are going to appropriate “new” page. • 301 redirect any pages that have links that will have new URL paths • Evaluate anchor text data and see if it still matches the landing page
  17. Consider Your Domain Structure What domain structure will your new site have? 4. Audit Domains and Sub Domains Are you using more than one domain? • Sub domains are viewed as “separate” • More than one domain that will be migrated to one site can cause issues – Make sure you map pages and 301 redirect them • If you are breaking out one domain into multiple domains consider the internal authority that you will lose
  18. Consider Your Hosting Provider Where will you host your new site? 5. Hosting  Will the new server be able to handle your traffic? • Slower load times can cause a loss of rankings • Frustrated customers may leave before purchasing  Will the new server be able to handle redirect requests, any software you’re running, and your CMS platform?  Is it the correct operating system and version?
  19. Evoq OnDemand (from DNN) Cloud-based Web CMS  Fully managed by DNN, including software updates  Service Level Agreement (SLA)  Resources auto-scale to meet surges in traffic “With on-premises CMS, we’re responsible for managing servers, operating systems, database server software, etc. All of this was offloaded when we moved to the cloud.” -- Art Helbig, Manager, Systems Development for Howard County (Maryland)
  20. Vet your New CMS Does your CMS have the right capabilities?  Can you create unique Title and Meta data for each page?  Are pages unique with a unique URL?  Can the new site be easily crawled by a search engine?  How are redirects conducted with the new CMS?  Some CMS’s are not search engine friendly • Do your due-diligence and research online DNN is SEO-friendly!
  21. SEO Capabilities in DNN’s Evoq CMS 10 SEO Considerations for a Web CMS 1. Customizing page titles and metadata 2. Drop-down navigation is built in CSS 3. URL structure 4. Support for the rel=canonical tag 5. XML sitemap creation 6. No frames or i-frames 7. 301 redirects, not 302 8. Pagination 9. Custom Alt tags 10. Breadcrumb navigation Read more in “10 Ways DNN Can Improve Your Website SEO” http://www.dnnsoftware.com/blog/10- ways-dnn-can-improve-your-website-seo
  22. A Note About JavaScript and Ajax If you’re coding in Angular or Ajax make sure Google and other search engines can crawl your site. • Test with a crawler that can crawl Angular and Ajax sites like GoogleBOT would • These crawlers use ?_escaped_fragment_= to find the search engine content
  23. Prioritize High-Priority Pages Ensure your most important pages are accounted for Always move important pages to the new site if: • They have high entrances • They are important to the funnel • They have high authority and link to other important pages • You believe users might miss them • They represent valuable content
  24. Content is Still King! Have a plan of action for your new site content  If your plan is to dramatically reduce your content, be prepared for a big drop in rankings and traffic.  Move as much content to the new site as you can  Don’t replace important content with images  Consolidating content can also cause issues  Use the new website as an opportunity to create and refresh relevant, quality content that users will find helpful
  25. Keyword Density Are your important keywords accounted for in your new content?  Evaluate where important keywords are used on your site in content • If your money keyword is represented 100 times on your old site and 10 times on your new site that is a red flag  The new site should have similar or better keyword density for important phrases  Anchor text links should help with matching pages, title data, and content
  26. 301 Redirects The ‘Holy Grail’ of site migrations  Every page that was on the old site and not on the new site needs to be redirected • Changes in URL’s also need to be redirected  Redirects that are permanent should be 301’s • Don’t use 302’s • Avoid meta redirects! • Check redirects using an HTTPS header check 301 redirects help pass any existing authority from current pages to the new pages. Not using them is like starting all over from scratch!
  27. Which Pages Need to Be Redirected?  Get a list of all of your old pages from your initial site audit, or from analytics • Check each page to make sure it has a replacement on the new site – If there isn’t an exact replacement redirect it! – Titan SEO’s TitanBOT technology can crawl old sites and compare to new sites  Double check your external links to fill in the gaps for any additional redirect needs • You can also contact the site with the link and ask them to change the URL to the new page (if appropriate). If you are changing your domain name or your file extensions are changing (ex. moving from an .html site to a .php site), ALL of your URLs will need to be 301 redirected.
  28. URL Structure Will the new URL structure be SEO-friendly?  URL’s should be short and to the point  If keywords are represented in a URL and you rank for that keyword the URL will be bold in the results  URL’s should make sense from a user perspective  Avoid too many special characters (?%& etc.) We mentioned before that URLs should be static and unique. Make sure that’s the case!
  29. Mobile Friendly Sites In 2016, mobile is more prevalent than ever. Does your new site make the cut?  Mobile Friendly Sites have an advantage with SEO  There are multiple ways to make your site mobile friendly  Make sure mobile redirects are setup correctly if you have a separate mobile site • Never redirect a desktop page to a different mobile page – Search engines have been known to drop all mobile rankings when mobile redirects are not setup properly Test your site with Google’s Mobile Friendly Test: https://www.google.com/webmasters/tools/mobile-friendly/
  30. Robots.txt  Evaluate your old site to see if Robots.txt is present • Go to yoururl.com/robots.txt  If Robots.txt is present compare to the new site and make sure it’s still appropriate
  31. No Index, No Follow Tags Keep your site hidden from the public (and search engines) until launch time  Use no index, no follow tags on all development sites • A duplicate site can be indexed if not used • Robots.txt is ideal for blocking indexing • Meta tags can also be used, but are easy to forget about  Make sure to remove those tags when you go live • Forgetting to remove the tags will cause your site to disappear from search results.
  32. Page Load Speed A slow site can hurt more than just your users Besides being frustrating for users, a site with slow load times may also affect your ability to rank high in the search engines. Here’s how to assess site speed so you don’t get dinged.  Test your new sites load speed  Test internal pages while under load • Use a crawler to emulate high load  Evaluate your old site’s load time in Google analytics
  33. Testing 1,2. How to test conversions and engagement on your new site.  Make sure forms, checkout, etc. all functions  You can also use PPC to test engagement, funnels, and overall site performance with a new site before it goes live • Set Robots.txt to block the site • Put the site on a sub domain • Direct PPC ads to the new site to test it
  34. Structured Data Help make your site more appealing in the search results Adding the structured data can help with rankings and engagement • Ratings • Videos • Product Data • Event Data • Etc…
  35. Canonical Tags What are canonical tags and when are the necessary?  Does your site have duplicate pages that are necessary for user experience? • Make sure canonical tags are present for search engines • Canonical tags tell search engines which page they should rank • They prevent your site from getting penalized for duplicate content
  36. XML Site Maps How site maps can help the search engines find and index your new pages If your new pages are not getting indexed an XML site map can help • Make sure all pages are represented • Load into Google’s Search Console, and Bing’s • Update the XML site map with any new pages that are not in the index
  37. Paginated Content What to do when you have paginated content on your new site  If you have pages that use next, or 1, 2, 3, etc. to help users see paginated content you can indicate this to Google  This helps Google understand to rank the first page in the series  Use the Rel=“next” and rel=“prev” tags  https://support.google.com/webmast ers/answer/1663744?hl=en
  38. Alt Tags for Images What are alt tags and when are they useful?  Alt Tags help to describe images  Make sure they aren’t keyword stuffed  Alt tags can help with section 508 compliance
  39. Heading Tags H1, H2, H3… What does it all mean?  Look at the old site and new site  Are H tags present?  Do they accurately represent important keywords  Are the reinforcing the content on the page  Do they match title and anchor data (pointing to that page)
  40. Broken Links Ensure all links are functioning properly before launch  Use a crawler like Xenu to look for broken links  Ideally all broken links should be fixed in the source code  Any broken links that can’t be fixed should be 301 redirected to the appropriate page
  41. Site Structure How will your new site be structured? Is your linking structure or site structure going to change? • If it changes too much you can lose internal link authority and see a drop in rankings We use TitanBOT Nucleus to evaluate the linking structure of a site. • You can draw out your own map (if your site is small enough) and look to see if linking structure is dramatically different A different linking structure isn’t always bad. Sometimes you can improve upon your old site.
  42. 1,2,3 Liftoff! Ready for launch? Here are things to consider  Find the right day and time to migrate  DNS can take 24-48 hours to fully propagate  Problems can happen so make sure your web dev team is ready (don’t migrate at midnight on a Friday) • But… try to migrate when customer traffic is low
  43. Post-Launch Checklist Ensure everything is running smoothly after your site launch Indexed Pages (is the new site getting indexed?) Google Search Console • Check every single aspect if possible. Make sure you have a working email to receive any alerts Analytics • Look at Organic traffic • Notate the exact time and date the new site went live • Evaluate Goals, and revenue tracking • Setup automated reports • Setup alerts for traffic drops or other KPI drops
  44. Most Important Tips Sharpen your skills
  45. 5 Key Takeaways From Today  Check your Redirects (301 redirects are critical)  Make sure you have title data on all pages  Have unique meta descriptions on all pages  Don’t remove important content  Confirm your new site can be crawled For the full list of tips email mike@titan-seo.com
  46. Thank you! We’d love to hear from you! Danny Shepherd Danny@TitanSEO.com Mike Tretinjak Mike@TitanSEO.com Follow us @TitanSEO
  47. For more information on DNN’s Evoq CMS: http://www.dnnsoftware.com/products/evoq-content
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It’s all too common for websites to experience significant drops in traffic, leads and revenue after a site redesign or migration. The good news is, this can be prevented! If you’re planning on launching a new website or moving to a new CMS, it’s critical that you evaluate and address all potential risks. The SEO team at Titan SEO has implemented hundreds of site migrations and has seen it all. In this presentation, Titan SEO’s President, Danny Shepherd, and Vice President Mike Tretinjak will share website redesign and migration tips you may not have considered. You’ll also learn how to leverage your website migration to increase your organic rankings and traffic. The presentation will give you the confidence and knowledge you’ll need to execute a smooth website transition.

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