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Relaunch
Pitfalls, Best Practise, Checklists
March 15th 2017
Philipp Klöckner
2005 2010 2015 2017
Philipp Klöckner
Angel Investor & Advisor
@pip_net
Relaunch
SLIDE DECK:
http://clk.me/relaunch
Philipp Klöckner
Angel Investor & Advisor
@pip_net
2005 2010 2015 2017
12 Years
70+ Startups
6 Unicorns
Relaunch Typen
• Domain Move
• CMS/Shop/App Migration
• Konsolidierung/Merger
• Separierung/Spin-Off
• HTTPS Migration
• O...
Domain Move
Domain Move
CMS Change
CMS Change
Konsolidierung/Merger
Konsolidierung International
https://en.onpage.org/blog/one-global-domain-vs-multiple-tlds-for-an-international-brand-841-...
Subdomain Konsolidierung
Spin-Off
HTTPS Migration (SSL)
https://pa.ag/smx17https
All at once…?
SEO Marktführer: Massakriert
Relaunch?
Genug Beispiele – Wie geht es richtig?
Think Twice!
Never Change a Running System…
• Performance
• Acceptance
• Complexity
• Interruption / Stasis
• Resilience / Freeze
?
Relaunch als Chance
• „Once in a lifetime“ Opportunity
• Deutlich höheres Agilitätslevel als im „Daily Business“
• Greenfi...
Frühjahrsputz vor dem
Relaunch
Weniger Komplexität heißt weniger Probleme!
Inspiration: Crawl Budget | Panda-Diät | Frühja...
Vorbereitung: Erwägungen
• Generell: So wenig wie möglich „bewegen“
• Perfekter Zeitpunkt für proaktive Panda-Diät
• Param...
Vorbereitung: ToDos
• Complete Crawl & URL Export
o Screaming Frog, OnPage.org, Deepcrawl, Audisto, Botify, GSC, SearchVIU...
Technische Umsetzung
• Permanent Redirects (301) nutzen
• Server Side > Htaccess Regex > Htaccess Lines
• Fallback 301 zur...
LinkRedirectTrace
Technische Umsetzung
• Permanent Redirects (301) nutzen
• Server Side > Htaccess Regex > Htaccess Lines
• Fallback 301 zur...
Umsetzung: Tipps
• Staging Environment nutzen für ersten Abgleich
• Pilot in „Guinea Pig Markets“
• Auch neue Site crawlen...
Interdependenzen
• CDN, Images, JS, externe Ressourcen
• Href lang tags
• Canonical tags
• OG:tags & Social Media Integrat...
Aftermath
• Server Logs: Fehlercodes tracken
• Google Search Console eng monitoren (daily)
• Tägliche Delta-Analyse aller ...
Google News
Target URLs
Tracking
When shit hits the fan – It‘s usually too late…
THANK YOU!
Slides: http://clk.me/relaunch@pip_net
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Relaunch & SEO: Best Practice, Checklists, Stolpersteine

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Typische Relaunch Probleme können durch gute Vorbereitung verhindert und so Schaden vermieden werden. Beispiele, Strategien und praktische Tipp für den optimalen Relaunch.

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Relaunch & SEO: Best Practice, Checklists, Stolpersteine

  1. 1. Relaunch Pitfalls, Best Practise, Checklists March 15th 2017 Philipp Klöckner
  2. 2. 2005 2010 2015 2017 Philipp Klöckner Angel Investor & Advisor @pip_net Relaunch SLIDE DECK: http://clk.me/relaunch
  3. 3. Philipp Klöckner Angel Investor & Advisor @pip_net 2005 2010 2015 2017
  4. 4. 12 Years 70+ Startups 6 Unicorns
  5. 5. Relaunch Typen • Domain Move • CMS/Shop/App Migration • Konsolidierung/Merger • Separierung/Spin-Off • HTTPS Migration • Oft mehrere gleichzeitig…
  6. 6. Domain Move
  7. 7. Domain Move
  8. 8. CMS Change
  9. 9. CMS Change
  10. 10. Konsolidierung/Merger
  11. 11. Konsolidierung International https://en.onpage.org/blog/one-global-domain-vs-multiple-tlds-for-an-international-brand-841-visibility-boost-case-study http://clk.me/picodi
  12. 12. Subdomain Konsolidierung
  13. 13. Spin-Off
  14. 14. HTTPS Migration (SSL) https://pa.ag/smx17https
  15. 15. All at once…?
  16. 16. SEO Marktführer: Massakriert
  17. 17. Relaunch? Genug Beispiele – Wie geht es richtig?
  18. 18. Think Twice! Never Change a Running System…
  19. 19. • Performance • Acceptance • Complexity • Interruption / Stasis • Resilience / Freeze ?
  20. 20. Relaunch als Chance • „Once in a lifetime“ Opportunity • Deutlich höheres Agilitätslevel als im „Daily Business“ • Greenfield Project: Weißes Blatt Papier • Best Chance to „Get shit done“ • Chance „Legacy Problems“ zu lösen • Rethink RWD, Dynamic Serving, SSL, URL Design • Feedback aller Abteilungen sammeln
  21. 21. Frühjahrsputz vor dem Relaunch Weniger Komplexität heißt weniger Probleme! Inspiration: Crawl Budget | Panda-Diät | Frühjahrsputz by CBS
  22. 22. Vorbereitung: Erwägungen • Generell: So wenig wie möglich „bewegen“ • Perfekter Zeitpunkt für proaktive Panda-Diät • Parameter konsolidieren (noindex, canonical, 301) • Legacy Apps abschalten (Forum, Blog, Libraries) • Robots.txt öffnen, stattdessen noindex forcieren? • Crawl Budget Optimization = Relaunch Katalysator • Expired Pages/Pagination/Filter evtl. konsolidieren?
  23. 23. Vorbereitung: ToDos • Complete Crawl & URL Export o Screaming Frog, OnPage.org, Deepcrawl, Audisto, Botify, GSC, SearchVIU o Server Status Code, Title, H1, Length, Inlinks, Outlinks • Backlinks Profile Snapshot o LinkResearchTools, Ahrefs.com, MajesticSEO, Sistrix, Searchmetrics, GSC • Top URLs aus SEO Tools • Top URLs auf GSC Search Analytics • Fallback: Landing Page Report (GA - retrospektiv)
  24. 24. Technische Umsetzung • Permanent Redirects (301) nutzen • Server Side > Htaccess Regex > Htaccess Lines • Fallback 301 zur Homepage, 410/404 ist aber ok(ish) • Redirect-Ketten vermeiden (LinkRedirectTrace)
  25. 25. LinkRedirectTrace
  26. 26. Technische Umsetzung • Permanent Redirects (301) nutzen • Server Side > Htaccess Regex > Htaccess Lines • Fallback 301 zur Homepage, 410/404 ist aber ok(ish) • Redirect-Ketten vermeiden (LinkRedirectTrace) • Am besten: URL Design beibehalten • CSS-URL ändern, Cache Dates • GSC: Umzug deklarieren • Beste Links updaten
  27. 27. Umsetzung: Tipps • Staging Environment nutzen für ersten Abgleich • Pilot in „Guinea Pig Markets“ • Auch neue Site crawlen (Excessive Indexation?) • Wenn möglich A/B Testen • Auf jeden Fall V/N Testen • PageSpeed QA • Lifeline Quality Assurance (Testomato.com) • Temporärer Feedback-Button oder Onsite-Chat
  28. 28. Interdependenzen • CDN, Images, JS, externe Ressourcen • Href lang tags • Canonical tags • OG:tags & Social Media Integrationen • Jegliche APIs und 3rd Party Integrationen • Ad Tags & Target URLs • PageSpeed
  29. 29. Aftermath • Server Logs: Fehlercodes tracken • Google Search Console eng monitoren (daily) • Tägliche Delta-Analyse aller KPIs (Traffic, ToS, etc) • Broken Inbound Links (z.B. LRT Link Juice Recovery) • Interne Verlinkung • PageSpeed Monitoring • Disavow File
  30. 30. Google News
  31. 31. Target URLs
  32. 32. Tracking When shit hits the fan – It‘s usually too late…
  33. 33. THANK YOU! Slides: http://clk.me/relaunch@pip_net

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