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SES London 2012 - Russell O'Sullivan - SEO Site Migration
- 1. London | 20–24 Feb, 2012 | #seslondon Healthspan Working within the vitamins and supplements market, customers generally search for keyphrases such as: Russell O’Sullivan – Digital Marketing Manager at Healthspan UK’s number one direct supplier of vitamins and supplements. @russosullivan
- 2. London | 20–24 Feb, 2012 | #seslondon Site changes and updates Russell O’Sullivan – Digital Marketing Manager at Healthspan UK’s number one direct supplier of vitamins and supplements. @russosullivan
- 3. London | 20–24 Feb, 2012 | #seslondon Audit • Understand and gather data • Different factors to consider • Benchmark metrics Russell O’Sullivan – Digital Marketing Manager at Healthspan UK’s number one direct supplier of vitamins and supplements. @russosullivan
- 4. London | 20–24 Feb, 2012 | #seslondon Understand • Understand what the data means • How do parts of the site relate to each other • What works, what doesn’t and what we could get rid of • Mapping the old to the new Russell O’Sullivan – Digital Marketing Manager at Healthspan UK’s number one direct supplier of vitamins and supplements. @russosullivan
- 5. London | 20–24 Feb, 2012 | #seslondon Preserve • Preserve the URL structure • Inbound links – keep the juice alive • Talk to search engines with 301 redirects • Site maps and Google Webmaster Tools (GWT) Russell O’Sullivan – Digital Marketing Manager at Healthspan UK’s number one direct supplier of vitamins and supplements. @russosullivan
- 6. London | 20–24 Feb, 2012 | #seslondon Its alive • Monitor the metrics from your baseline • Test old URLs methodically • Get your SEO agency to run crawls of the site for errors • Watch the rankings fluctuate • Most compliant site in the industry, retained market position and rankings Russell O’Sullivan – Digital Marketing Manager at Healthspan UK’s number one direct supplier of vitamins and supplements. @russosullivan
- 7. London | 20–24 Feb, 2012 | #seslondon Summary • Audit, benchmark and understand • Preserve the original structure as much as possible • Update backlinks and introduce 301 redirects • Submit new site map and monitor • Work with your SEO agency from day one Russell O’Sullivan – Digital Marketing Manager at Healthspan UK’s number one direct supplier of vitamins and supplements. @russosullivan