Navigating a site consolidation migration

Messy search engine optimization is a column masking the nitty-gritty, unpolished duties concerned within the auditing, planning, and optimization of internet sites, utilizing MarTech’s new area as a case examine.

Walking into any new search engine optimization mission presents advertising strategists with distinctive challenges. Different web site properties want options tailor-made to their particular points. And with so many issues to contemplate—branding, enterprise targets, site setup, and so forth.—your mission requires explicit deliberation.

Search professionals have discovered themselves cleansing up points following site consolidation migrations. This is the precise scenario I walked into for the MarTech model. 

It was nothing wanting what I name an “search engine optimization mess,” or a assortment of points affecting search visibility in want of intricate options.

I lately joined the Third Door Media crew to assist clear up these points arising from the consolidation of Marketing Land and MarTech Today. The new site wanted somebody to leap into the thick of issues and chart a path ahead. Here’s how the method unfolded:

Issues arising from site consolidation

Many organizations discover their websites in want of industrial quality clean-up after consolidation. But, sadly, they don’t all the time have time to bear continuous optimization and upkeep. 

In MarTech’s case, the problems arose from a crucial enterprise resolution for the model. 

Rather than persevering with to separate their viewers between the manufacturers Marketing Land and MarTech Today, TDM selected to lean into martech content material. Using our assets to assist specialists and companies discover their place within the new advertising panorama made sense.

Yet, important web site modifications typically include important points, irrespective of how crucial the work. And there’s nobody magic technique to repair the mess. Instead, this case requires a multifaceted, nitty-gritty resolution.

The messy facet of search engine optimization

Before the site consolidation, the crew took the content material printed on one platform and repurposed it for the opposite. For instance, MarTech Today produced content material for professionals researching advertising know-how and automation, whereas Marketing Land centered on a broader advertising viewers. Each would tailor their content material items to their market, making slight modifications the place relevant.

The anticipated duplicate content material points arose following the consolidation, and the required fixes had been removed from a one-time repair.

The new site now has at the very least two variations of over 1,000 articles. What’s extra, their copy is shut sufficient to focus on the identical subject and key phrases. To resolve this difficulty, we put collectively redirects from the content material on Marketing Land to its counterpart on MarTech Today. Most of those contained the “-2” of their URL that WordPress provides to duplicate slugs.

The redirects had been a wanted short-term resolution to stop consumer expertise and duplicate content material points. But with the brand new site being as massive as it’s, not all of the redirects had been arrange, leaving many near-identical items ready to be listed.

Many different issues had been additionally affecting the site, together with many related non-indexed pages, damaged hyperlinks, combined content material, and site pace issues. However, we determined to deal with the duplicate pages first as a result of they associated to our site’s major providing; advertising technique, information, and insights. Fixing the issues affecting content material visibility and high quality is thus the precedence.

Considerations and options 

Working on these essential points after a site migration and consolidation isn’t glamorous by any means. However, when participating with any messy optimization mission, that you must guarantee your expectations align with the possible outcomes. 

The reality is, you gained’t see the outcomes of your efforts for a while. And that’s OK.

Google and different search engines like google want time to investigate the site for these modifications, and we would like them to be thorough. Fortunately, organising the redirects directs guests to the proper pages instantly, stopping UX issues till the consolidated pages are listed and ranked.

Redirecting our focus

Because the content material on every duplicate web page in query is focused towards separate audiences, there are a few elements to contemplate to find out what’s going to seem on the consolidated web page. These embrace the next:

How is the web page performing?How are folks interacting with the web page?Which content material is finest fitted to the target market?

Using knowledge out there from Google Search Console and Analytics, I reviewed clicks, impressions, common web page views and time spent on them, and a entire host of different invaluable knowledge. This knowledge helped me reply issues #1 and #2.

But, for the reason that site has solely been stay since May, extra knowledge was required to find out which content material aligned with MarTech’s viewers pursuits.

Speaking with our gifted writers and reviewing key phrase knowledge helped me decide which items of duplicated content material had been finest fitted to MarTech’s viewers. It allowed me to start the method of putting the very best content material on our new consolidated pages. And by redirecting the duplicated URLs, I’m in a position to level folks and search engines like google to essentially the most acceptable vacation spot.

Wrapping up

That’s it for this primary installment of “Messy search engine optimization.” Next, we’ll proceed to undergo the steps taken towards cleansing up the mess post-site consolidation. 

Have you labored on a site consolidation mission for what you are promoting or purchasers? What techniques and instruments did you employ? Email me at [email protected] with the topic line Messy search engine optimization Part 1 to let me know.

About The Author

Corey Patterson is the Content and search engine optimization Manager for MarTech and Search Engine Land. With a background in search engine optimization, content material advertising, and journalism, he analyzes and optimizes Third Door Media content material to assist entrepreneurs discover the knowledge they want.

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