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Things Organized Neatly:
How to Preserve Your Site’s Rank
After a Move
Beth Kahlich – Dallas Search Engine Academy
Let’s Connect!
@BethKahlich
• Digital Marketing Consultant since 2008
• Search Engine Academy since 2012
• Board Member DFWSEM.org
• Instructor with SMU Continuing Education
division of D Magazine
Websites Are Changing!
• Google’s “Mobilegeddon”
• New graphic styles are popular
• Businesses are updating to keep up with their
target markets and competition
Before
After
mobile responsive
Google Webmaster Tools is Your
Friend!
What Next?
Six Steps to a SEO Friendly
Website Move
1. Crawl Your Own Site
A. Screaming Frog
B. Do a Google Search
– site:yourwebsite.com
http://www.screamingfrog.co.uk/seo-spider/
Screaming Frog SEO Spider
Google Search of all pages
2. Re-evaluate Your Website’s Tech
• Entry Level
– Weebly, GoDaddy, SquareSpace
• Old School
– straight HTML (Dreamweaver)
– Custom programmed CMS
• If you don’t have access to login and make simple
text changes to your site, that’s an issue.
You Want SEO With That?
WordPress!
How to Get WordPress for Your Site
• WordPress - www.wordpress.org
(you can use for a blog even if the rest of your site is
NOT on WordPress)
• Your website hosting company can install it for you
• You can start learning it yourself – visit meetups
Not recommended for business
• www.blogger.com (Free hosted)
• www.wordpress.com (Free hosted)
• www.tumblr.com (Free)
3. Track and Map All Changes
• Use the software of your choice
• Microsoft Excel works well
– track old page layout and new page layout
Sample Old Page/New Page Layout
4. Check Your Internal Links
• Back to our friend Screaming Frog
5. Check External Links
• Free: Google Webmaster Tools
– Search Traffic > Links to Your Site > Your Most Linked Content
Check External Links
• Paid
– Open Site Explorer
– Majestic
– SEMrush
6. Redirects, Redirects, REDIRECTS!
• What is a redirect?
• A 301 redirect tells any visitor to your site
(including Google) that the webpage has
moved to a new location
• 302 redirect – temporary
Don’t use these
What is a 404?
• Tells human visitors and search engine visitors
that the page is not located at that address
Site Not Moved Correctly
Redirects Can Be Easy If…
• You are using WordPress
• There are many “plugins” for WordPress
301 Redirect Plugin
Advanced – URL Canonical Tag
<link rel="canonical" href="http://www.seotrainingdallas.com/seo-software-recommendations/" />
• Tells Google what the exact website address is
of your web page
o stored in the <head> section of your pages
o unique to each page on your website
• Another good reason to use WordPress – it
handles this for you
What Happens When You Move
Your Site?
What Google Does:
Crawl Your Site More
Good Results:
More Traffic from Google
Wrap Up
• You should plan on moving your site to a new
design and/or platform every 3 to 5 years
• New technologies could mean you have to
move your site sooner
• Don’t ignore
Google Webmaster Tools
– Please!
• STAY ORGANIZED
Let’s Connect!
@BethKahlich
• Digital Marketing Consultant since 2008
• Search Engine Academy since 2012
• Board Member DFWSEM.org
• Instructor with SMU Continuing Education
division of D Magazine

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How to Preserve Your Site’s Rank After a Move - May 2015 SEMRush Webinar

  • 1. Things Organized Neatly: How to Preserve Your Site’s Rank After a Move Beth Kahlich – Dallas Search Engine Academy
  • 2. Let’s Connect! @BethKahlich • Digital Marketing Consultant since 2008 • Search Engine Academy since 2012 • Board Member DFWSEM.org • Instructor with SMU Continuing Education division of D Magazine
  • 3. Websites Are Changing! • Google’s “Mobilegeddon” • New graphic styles are popular • Businesses are updating to keep up with their target markets and competition
  • 6. Google Webmaster Tools is Your Friend!
  • 7. What Next? Six Steps to a SEO Friendly Website Move
  • 8. 1. Crawl Your Own Site A. Screaming Frog B. Do a Google Search – site:yourwebsite.com
  • 10. Google Search of all pages
  • 11. 2. Re-evaluate Your Website’s Tech • Entry Level – Weebly, GoDaddy, SquareSpace • Old School – straight HTML (Dreamweaver) – Custom programmed CMS • If you don’t have access to login and make simple text changes to your site, that’s an issue.
  • 12. You Want SEO With That?
  • 14. How to Get WordPress for Your Site • WordPress - www.wordpress.org (you can use for a blog even if the rest of your site is NOT on WordPress) • Your website hosting company can install it for you • You can start learning it yourself – visit meetups Not recommended for business • www.blogger.com (Free hosted) • www.wordpress.com (Free hosted) • www.tumblr.com (Free)
  • 15. 3. Track and Map All Changes • Use the software of your choice • Microsoft Excel works well – track old page layout and new page layout
  • 16. Sample Old Page/New Page Layout
  • 17. 4. Check Your Internal Links • Back to our friend Screaming Frog
  • 18. 5. Check External Links • Free: Google Webmaster Tools – Search Traffic > Links to Your Site > Your Most Linked Content
  • 19. Check External Links • Paid – Open Site Explorer – Majestic – SEMrush
  • 20. 6. Redirects, Redirects, REDIRECTS! • What is a redirect? • A 301 redirect tells any visitor to your site (including Google) that the webpage has moved to a new location • 302 redirect – temporary Don’t use these
  • 21. What is a 404? • Tells human visitors and search engine visitors that the page is not located at that address
  • 22. Site Not Moved Correctly
  • 23. Redirects Can Be Easy If… • You are using WordPress • There are many “plugins” for WordPress
  • 25. Advanced – URL Canonical Tag <link rel="canonical" href="http://www.seotrainingdallas.com/seo-software-recommendations/" /> • Tells Google what the exact website address is of your web page o stored in the <head> section of your pages o unique to each page on your website • Another good reason to use WordPress – it handles this for you
  • 26. What Happens When You Move Your Site?
  • 27. What Google Does: Crawl Your Site More
  • 29. Wrap Up • You should plan on moving your site to a new design and/or platform every 3 to 5 years • New technologies could mean you have to move your site sooner • Don’t ignore Google Webmaster Tools – Please! • STAY ORGANIZED
  • 30. Let’s Connect! @BethKahlich • Digital Marketing Consultant since 2008 • Search Engine Academy since 2012 • Board Member DFWSEM.org • Instructor with SMU Continuing Education division of D Magazine

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