SEO Migration - Premium eCommerce marketing services

SEO MIGRATION PROCESS

SCOPING SESSION

Collecting critical pieces of information that determines timeframes and costs
to avoid delays and reduce risks

  • Current platforms/CMS
  • Platforms/CMS to migrate
  • Parties involved
  • Existing time frames
  • Other available information

Architecture & eCommerce Segmentation2 WEEKS

PHASE A - MARKET RESEARCH, SITE ARCHITECTURE & ECOMMERCE SEGMENTS

  • Organic search competitor analysis
  • Full site keyword research
  • Where users navigate to
  • New page architecture & recommendations
  • Category hierarchy creation
  • Industry impressions potential & target market online search behaviour
  • Keyword to page mapping (Offsite promotional strategy)

PHASE B - AMENDMENTS & CONSULTATION

  • Presentation of work
  • Consulting, further research and amendments
  • Implementation consultation

Pre-Migration2 WEEKS

  • Conduct a website audit
  • Crawl legasy site
  • Create XML sitemaps for legacy and development sites
  • Check a benchmark ranking
  • Map out 301 redirects
  • Set up a robots.txt file and add an XML sitemap
  • Prevent search engines from indexing development site
  • Analytics tracking check
  • Indexation check
  • Page Speed check
  • Robots.txt check
  • Canonicals check
  • XML Sitemap check
  • Response codes check
  • Metadata moveover check
  • Redirects check

Post-Migration2 WEEKS

  • Set up Google Search Console and Bing Webmaster tools
  • Ensure tracking code is included on all pages
  • Fix any brocken links
  • Implement and test 301 redirects
  • Create an XML sitemap for the development site and add legacy & development XML sitemaps
  • Choose the best time for the website to go live
  • Allow search engines to index new site
  • Submit sitemaps to Google Search Console and Bing Webmaster Tools
  • ‘Fetch as Google’ in Google Search Console and ‘Submit URLs’ in Bing Webmaster Tools
  • Console and Submit URLs in Bind Webmaster Tools
  • Use the ‘Change of Address’ tool in Google Search Console and the ‘Site Move’ tool in Bing
  • Re-run Pre Migration Checks
  • Run Additional migration checks
  • Check for indexation

Q&A and Check3-4 WEEKS

  • Annotate Google Analytics and update Goals
  • Update social media profiles and online citations (if migrating to a new domain)
  • Crawl new website and check for errors that need fixing
  • Perform a ‘site:’ search to check that all new URLs are being indexed
  • Check if any channels are experiencing a decrease in traffic
  • Check ranking
  • Disavow any bad links
  • Build new links and internally link to any main new pages
  • Re-audit your website
  • Re-submit your XML sitemap
  • Let the dust settle!

Risks!

If a migration is not executed correctly it could lead to (but not limited to) the following issues:

  • Staging site indexed
  • Incorrect redirect implementation
  • Noindex pages
  • 404 errors and dead pages
  • Missing/No Content
  • Incorrect Metadata
  • Incorrect internal links
  • Missing/Incorrect GA
  • Disavow any bad links
  • Incorrect Goal/Ecommerce set up
  • Incorrect Canonicals
  • Lack of CMS fields/Restrictions

Site that experienced a failed SEO Migration (We were approached 6 months post migration to resolve)

This business lost $500K per month in a failed migration and had to revert to the old platform

  • Without a strong SEO Migration strategy, Google will treat all of the URLs as brand new with no prior link equity, relevancy or visibility.
  • Any and All momentum previously gained will effectively be lost.

REVIEWS

Mikhyla Dudley

HAVAIANAS

Such a great experience working with the Lion Digital team on our recent website migration project for havaianas.com.au. The experienced team went above and beyond to assist with the SEO piece of the migration and I would highly recommend them!

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