SEO Sanity During a Redesign

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<p>Novell Corporate Presentation Template 2011</p> <p>SEO Sanity During a RedesignA process to help you avoid disasterMichael GracenSeaWorld Parks &amp; EntertainmentSEO, SEM &amp; Digital ManagerThe ORIGINAL Search Marketing Event#SESMiamiDownload the checklist:bit.ly/seoredesign@mikegracen#SESMiamiPre-LaunchLaunch DayPost-Launch@mikegracen#SESMiamiPre-Launch@mikegracen#SESMiamiNEVER take your live website down</p> <p>@mikegracen#SESMiamiKeep new pages from being found (before their time)</p> <p>@mikegracen#SESMiamiSet up asandboxdevelopment environment</p> <p>@mikegracen#SESMiamiBlock Googlebots crawl access from dev environment</p> <p>@mikegracen#SESMiamiPassword protectORNoindex, Nofollow</p> <p>@mikegracen#SESMiamiNoindex, Nofollow</p> <p>@mikegracen#SESMiamiMinimize outside variables if possible</p> <p>@mikegracen#SESMiamiSwitch servers 2-4 weeks beforeor after redesign</p> <p>@mikegracen#SESMiamiCrawl existing site with Screaming Frog SEO Spider</p> <p>@mikegracen#SESMiamiReview pagetitles and descriptions</p> <p>@mikegracen#SESMiamiSave to Excel2 copies</p> <p>@mikegracen#SESMiamiGreat time to optimize and remove dupecontent</p> <p>@mikegracen#SESMiamiKeep existing URL structure as much as possible</p> <p>@mikegracen#SESMiami301 redirect URLs on page by page basis</p> <p>@mikegracen#SESMiamiDo NOT use 302 redirects, always use 301</p> <p>@mikegracen#SESMiamiOK to consolidate pages, but dont orphan anything</p> <p>@mikegracen#SESMiamiDont delete update contentor redirect to relevant page</p> <p>@mikegracen#SESMiamiUnless@mikegracen#SESMiamiOK to 404 pages that have tons of crappy incoming links</p> <p>@mikegracen#SESMiamiGreat time to review your backlink profile</p> <p>@mikegracen#SESMiamiDownload fromGWT, Ahrefs,Majestic, OSE</p> <p>@mikegracen#SESMiamiCAREFULLY use Google disavow tool to remove crappy links</p> <p>@mikegracen#SESMiamiCreate an awesome 404 error page</p> <p>@mikegracen#SESMiamiAdd Google Analytics codeto track andfind errors</p> <p>@mikegracen#SESMiamiUse Screaming Frog to createnew XMLsitemap</p> <p>@mikegracen#SESMiamiMake sureONLY newURLs are included</p> <p>@mikegracen#SESMiamiAdd rel=canonical to ensure Google indexes correct page version</p> <p>@mikegracen#SESMiamiSanity check robots.txt for any gotchas</p> <p>@mikegracen#SESMiamiGoogle now wants access to CSS and Javascript</p> <p>@mikegracen#SESMiamiSanity check tracking codes: GA, GWT, BWT, ad tracking, etc.</p> <p>@mikegracen#SESMiamiLaunch Day@mikegracen#SESMiamiAdd annotationin GA for a linein the sand</p> <p>@mikegracen#SESMiamiRemove all instances of Noindex, Nofollow</p> <p>@mikegracen#SESMiamiRemove robots.txt exclusions</p> <p>@mikegracen#SESMiamiPush your new 301 redirects live</p> <p>@mikegracen#SESMiamiSubmit newXML sitemapin GWT</p> <p>@mikegracen#SESMiami</p> <p>Fetch newURLs in GWT</p> <p>@mikegracen#SESMiami</p> <p>Submit newXML sitemapin BWT</p> <p>@mikegracen#SESMiamiPost-Launch@mikegracen#SESMiamiSite:command Number of indexed pages?</p> <p>@mikegracen#SESMiamiIs trafficremaining steady?</p> <p>Whoa!@mikegracen#SESMiami</p> <p>Are rankingsremaining steady?Ouch!@mikegracen#SESMiamiGWT/BWT Crawl issues? Index status?</p> <p>Ack!@mikegracen#SESMiamiTakeaway #1Dont confuse Google.@mikegracen#SESMiamiTakeaway #2301 redirects are the critical piece of the puzzle.@mikegracen#SESMiamiTakeaway #3Watch analytics like a hawk post-launch.@mikegracen#SESMiamiDownload the checklist:bit.ly/seoredesign@mikegracen#SESMiamiThank you!@mikegracen#SESMiami</p>