Website Migrations & SEO: Walking through a Timeline of SEO Launch Essentials
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A website migration is a cross-disciplinary, carefully coordinated, and highly budgeted effort. It’s no surprise - websites can be very lucrative and invaluable to brand recognition across digital channels. Organic search is no exception. But where does SEO fit into a migration? And how can one prioritize SEO amidst so many moving pieces? To better understand the role SEO plays in a migration, I’d like to walk you through a timeline of SEO launch essentials. That is, projects and tasks I have found to be necessary in preserving organic performance during a migration.
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Website Migrations & SEO: Walking through a Timeline of SEO Launch Essentials
- 1. #PragmaticSEO Website Migrations & SEO A Timeline of SEO Launch Essentials edwin@edwindanromero.com /in/edwinromero/ Edwin Romero Independent SEO Consultant
- 4. Migration Types Redesign Domain Name Update Website Merge / Consolidation Framework Update CMS Update Host / Server Change Architecture / URL Structure Change #PragmaticSEO edwin@edwindanromero.com /in/edwinromero/
- 5. The Ideal Timeline Pre-migration Discovery The Build Pre-launch Launch Post-launch 9 mo 6 mo -3 mo 0 mo 3 mo 10 mo +10 mo ~12 months #PragmaticSEO edwin@edwindanromero.com /in/edwinromero/ E-Comm CMS replatform
- 6. Pre-migration Discovery The Build Pre-launch Launch Post-launch 9 mo 6 mo -3 mo 0 mo 3 mo 10 mo +10 mo “Before the beginning” #PragmaticSEO edwin@edwindanromero.com /in/edwinromero/
- 7. What’s happening? #PragmaticSEO edwin@edwindanromero.com /in/edwinromero/ Pre-migration Discovery The Build Pre-launch Launch Post-launch 9 mo 6 mo -3 mo 0 mo 3 mo 10 mo +10 mo Request for Proposals, Pitches, & Negotiations, Oh my!
- 8. What’s happening? #PragmaticSEO edwin@edwindanromero.com /in/edwinromero/ Design UX Development Business Analysts PMs Analytics SEO AMs SOW Statement of Work Services Deliverables Pre-migration Discovery The Build Pre-launch Launch Post-launch 9 mo 6 mo -3 mo 0 mo 3 mo 10 mo +10 mo
- 9. SEO at this stage #PragmaticSEO edwin@edwindanromero.com /in/edwinromero/ SEO makes the case for budget Pre-migration Discovery The Build Pre-launch Launch Post-launch 9 mo 6 mo -3 mo 0 mo 3 mo 10 mo +10 mo
- 10. SEO at this stage #PragmaticSEO edwin@edwindanromero.com /in/edwinromero/ Pre-migration Discovery The Build Pre-launch Launch Post-launch 9 mo 6 mo -3 mo 0 mo 3 mo 10 mo +10 mo Level of Effort Context • Goals • Web properties • Migration Type • Teams • SEO investment needed • Resources needed • Level-setting expectations • Voice
- 11. Pre-migration Discovery The Build Pre-launch Launch Post-launch 9 mo 6 mo -3 mo 0 mo 3 mo 10 mo +10 mo If SEO is not involved #PragmaticSEO edwin@edwindanromero.com /in/edwinromero/ Start talking about SEO needs! SEO, aye?
- 12. Pre-migration Discovery The Build Pre-launch Launch Post-launch 9 mo 6 mo -3 mo 0 mo 3 mo 10 mo +10 mo “Who, what, when, where” #PragmaticSEO edwin@edwindanromero.com /in/edwinromero/
- 13. What’s happening? #PragmaticSEO edwin@edwindanromero.com /in/edwinromero/ Migration Team, assemble! AM PM Dev BA Analytics UX / Design SEO Pre-migration Discovery The Build Pre-launch Launch Post-launch 9 mo 6 mo -3 mo 0 mo 3 mo 10 mo +10 mo
- 14. What’s happening? #PragmaticSEO edwin@edwindanromero.com /in/edwinromero/ Build migration roadmap Start Launch Pre-migration Discovery The Build Pre-launch Launch Post-launch 9 mo 6 mo -3 mo 0 mo 3 mo 10 mo +10 mo
- 15. SEO Where’s SEO? #PragmaticSEO edwin@edwindanromero.com /in/edwinromero/ Pre-migration Discovery The Build Pre-launch Launch Post-launch 9 mo 6 mo -3 mo 0 mo 3 mo 10 mo +10 mo Requirement gathering
- 16. SEO Where’s SEO? #PragmaticSEO edwin@edwindanromero.com /in/edwinromero/ Pre-migration Discovery The Build Pre-launch Launch Post-launch 9 mo 6 mo -3 mo 0 mo 3 mo 10 mo +10 mo Working alongside others
- 17. Where’s SEO? #PragmaticSEO edwin@edwindanromero.com /in/edwinromero/ Pre-migration Discovery The Build Pre-launch Launch Post-launch 9 mo 6 mo -3 mo 0 mo 3 mo 10 mo +10 mo Story Time
- 18. If SEO isn’t involved… #PragmaticSEO edwin@edwindanromero.com /in/edwinromero/ Understand project / organic search gaps SEO PMs, Devs, Brand Managers Pre-migration Discovery The Build Pre-launch Launch Post-launch 9 mo 6 mo -3 mo 0 mo 3 mo 10 mo +10 mo
- 19. Pre-migration Discovery The Build Pre-launch Launch Post-launch 9 mo 6 mo -3 mo 0 mo 3 mo 10 mo +10 mo “Under Construction…” #PragmaticSEO edwin@edwindanromero.com /in/edwinromero/
- 20. What’s happening? #PragmaticSEO edwin@edwindanromero.com /in/edwinromero/ Pre-migration Discovery The Build Pre-launch Launch Post-launch 9 mo 6 mo -3 mo 0 mo 3 mo 10 mo +10 mo Multiple tracks towards site build Launch Design UX Development Business Analysts PMs Analytics SEO AMs • Site skeleton • Data feeds • Design / content • Sprint cycles • Regular scrums
- 21. Where’s SEO? #PragmaticSEO edwin@edwindanromero.com /in/edwinromero/ Pre-migration Discovery The Build Pre-launch Launch Post-launch 9 mo 6 mo -3 mo 0 mo 3 mo 10 mo +10 mo SEO
- 22. Where’s SEO? #PragmaticSEO edwin@edwindanromero.com /in/edwinromero/ Pre-migration Discovery The Build Pre-launch Launch Post-launch 9 mo 6 mo -3 mo 0 mo 3 mo 10 mo +10 mo Launch Essentials & Workflows Gather Site Pages / Page Types Finalize Site Architecture Build Redirect Strategy Review Canonical Tags Optimize URL Structure Build Meta Data Strategy Gather Benchmark Metrics Build Robots.txt Build XML Sitemap Plan GSC, BWT & GA Verification Support SEO Across Project Teams
- 23. If SEO isn’t involved… #PragmaticSEO edwin@edwindanromero.com /in/edwinromero/ Pre-migration Discovery The Build Pre-launch Launch Post-launch 9 mo 6 mo -3 mo 0 mo 3 mo 10 mo +10 mo Prep for Risks Escalate Document
- 24. If SEO isn’t involved… #PragmaticSEO edwin@edwindanromero.com /in/edwinromero/ Pre-migration Discovery The Build Pre-launch Launch Post-launch 9 mo 6 mo -3 mo 0 mo 3 mo 10 mo +10 mo Story Time
- 25. Pre-migration Discovery The Build Pre-launch Launch Post-launch 9 mo 6 mo -3 mo 0 mo 3 mo 10 mo +10 mo “Are we there yet?” #PragmaticSEO edwin@edwindanromero.com /in/edwinromero/
- 26. What’s happening? #PragmaticSEO edwin@edwindanromero.com /in/edwinromero/ Pre-migration Discovery The Build Pre-launch Launch Post-launch 9 mo 6 mo -3 mo 0 mo 3 mo 10 mo +10 mo Launch • Limited sprint / cycles • UAT will kick off • Hot fixes • Code freeze is looming Wind down across tracks
- 27. Where’s SEO? #PragmaticSEO edwin@edwindanromero.com /in/edwinromero/ Pre-migration Discovery The Build Pre-launch Launch Post-launch 9 mo 6 mo -3 mo 0 mo 3 mo 10 mo +10 mo Finalizing 2 milestones… Redirect Map Site Audit • Meta data • H1 tags • Canonicals • Internal linking • HTTP status codes • Test targets • Update logic • Finalize redirect map
- 28. If SEO isn’t involved… #PragmaticSEO edwin@edwindanromero.com /in/edwinromero/ Pre-migration Discovery The Build Pre-launch Launch Post-launch 9 mo 6 mo -3 mo 0 mo 3 mo 10 mo +10 mo
- 29. If SEO isn’t involved… #PragmaticSEO edwin@edwindanromero.com /in/edwinromero/ Pre-migration Discovery The Build Pre-launch Launch Post-launch 9 mo 6 mo -3 mo 0 mo 3 mo 10 mo +10 mo Take a breather… Lean on Documentation Focus on Redirect Strategy Be Honest
- 30. Pre-migration Discovery The Build Pre-launch Launch Post-launch 9 mo 6 mo -3 mo 0 mo 3 mo 10 mo +10 mo “It’s happening” #PragmaticSEO edwin@edwindanromero.com /in/edwinromero/
- 31. It’s happening? #PragmaticSEO edwin@edwindanromero.com /in/edwinromero/ Pre-migration Discovery The Build Pre-launch Launch Post-launch 9 mo 6 mo -3 mo 0 mo 3 mo 10 mo +10 mo
- 32. Launch What’s happening? #PragmaticSEO edwin@edwindanromero.com /in/edwinromero/ Pre-migration Discovery The Build Pre-launch Launch Post-launch 9 mo 6 mo -3 mo 0 mo 3 mo 10 mo +10 mo Launch Call Players • “War Room” • Early Morning / Late Evening • Development • WebOps • Stakeholders • Project managers • Analytics • SEO
- 33. Where’s SEO? #PragmaticSEO edwin@edwindanromero.com /in/edwinromero/ Pre-migration Discovery The Build Pre-launch Launch Post-launch 9 mo 6 mo -3 mo 0 mo 3 mo 10 mo +10 mo SEO Redirects SEO Elements GSC + BWT Sitemaps
- 34. If SEO isn’t involved… #PragmaticSEO edwin@edwindanromero.com /in/edwinromero/ Pre-migration Discovery The Build Pre-launch Launch Post-launch 9 mo 6 mo -3 mo 0 mo 3 mo 10 mo +10 mo Stay calm but be at the ready • Brand may not need SEO • Brand is unaware of SEO impact
- 35. Pre-migration Discovery The Build Pre-launch Launch Post-launch 9 mo 6 mo -3 mo 0 mo 3 mo 10 mo +10 mo “I finally rest…” #PragmaticSEO edwin@edwindanromero.com /in/edwinromero/
- 36. “And watch the sun rise on a grateful universe.” #PragmaticSEO edwin@edwindanromero.com /in/edwinromero/
- 37. What’s happening? #PragmaticSEO edwin@edwindanromero.com /in/edwinromero/ Pre-migration Discovery The Build Pre-launch Launch Post-launch 9 mo 6 mo -3 mo 0 mo 3 mo 10 mo +10 mo Post- launch Wrap-up
- 38. Where’s SEO? #PragmaticSEO edwin@edwindanromero.com /in/edwinromero/ Pre-migration Discovery The Build Pre-launch Launch Post-launch 9 mo 6 mo -3 mo 0 mo 3 mo 10 mo +10 mo Benchmark Report Redirects & Optimizations Roadmap SEO