Profitable Web site Migration: Enhance in Key phrase Rankings


To realize the specified outcomes, we carried out a complete migration technique. Our strategy concerned the next key steps and actions:

Kick-off and alignment

We initiated the mission with a spherical of introductory calls to know the model necessities, objectives, and expectations. The invention name is without doubt one of the essential components of the method. It permits us to align our technique with the shopper’s imaginative and prescient and create a collaborative roadmap for the migration.

Listed here are the primary questions we requested our shopper to get all the required data required to construct a strong technique and keep away from errors or misunderstandings.

  • Why are you migrating?

  • What objectives do you wish to obtain with this migration?

  • What does a profitable migration imply for you, and what particular Key Efficiency Indicators (KPIs) will you employ to measure that success?

  • What kind of migration are you contemplating (e.g., platform, area)?

  • What’s your present platform, and what’s the brand new one for re-platforming?

  • Have there been any notable adjustments to the web site up to now that we should always pay attention to?

  • What number of international locations and languages are half of the present setup, and the way does this examine to the variety of international locations and languages within the deliberate new setup for the migration?

  • Who will probably be our main contacts, each inside and outdoors your crew, particularly with builders?

  • Can we entry instruments like Google Analytics and Search Console for evaluation and historic information dealing with?

  • Are there any obstacles in web site crawl, like blocked components or customized headers?

  • Are there plans to vary the data structure?

  • Are there adjustments to the content material technique as a part of the migration?

  • Are there any authorized or compliance issues that must be addressed in the course of the migration?

In order for you extra insights on how you can begin your shopper relationship in one of the simplest ways, try Moz’s 30 questions for attending to know your Search engine marketing purchasers.

Defining the Scope of Work and crafting a tailor-made roadmap

Drawing insights from the responses and aligning with model necessities, we outlined the Scope of Work (SOW), clarifying all of the actions and sources wanted to efficiently full the migration.

In outlining our actions, we prioritized shopper requests and recognized gaps in extra Search engine marketing actions. As Search engine marketing specialists, we emphasised that some actions, even past preliminary requests, play an important function throughout transitions like migrations. Addressing these strategically at this stage ensures effectivity and prevents the necessity for future adjustments, saving each time and sources.

As an illustration, we advisable optimizing the knowledge structure, usually neglected, to reshape information and product group. Concurrently, we highlighted the significance of bettering product names for Search engine marketing and utilizing them to create an optimized URL taxonomy that’s extra descriptive and Search engine marketing-friendly, thus maximizing the potential of their present product suite.

The ultimate SOW was cut up into 4 sections, akin to totally different phases of the migration course of.

  1. Pre-migration planning: Gathering all the info and knowledge we would have liked from the YNAP web site, agreeing on KPIs and metrics to enhance, and auditing the present web site. This was used to tell all of our actions and choices within the subsequent phases of the migration. Crafting an in depth record of necessities for the brand new Shopify web site to be finest optimized.

  2. Pre-migration preparation: Utilizing all of our information from the planning, we ready for the launch of the brand new web site and the migration from the outdated to the brand new.

  3. Web site launch: Hyper-care assist all through the web site launch day, with essential Search engine marketing checks to make sure the web site was solely crawlable, indexable, and optimized.

  4. Publish-migration assist: A remaining audit of the brand new web site and a assessment of all agreed metrics.

For every part, we included all the required actions. Yow will discover a extra detailed breakdown within the planning section part under.

Subsequently, we crafted a personalised and collaborative roadmap on to successfully visualize, observe, and monitor the progress of actions assigned to every crew.