seo sanity during a redesign

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Novell Corporate Presentation Template 2011

SEO Sanity During a RedesignA process to help you avoid disasterMichael GracenSeaWorld Parks & EntertainmentSEO, SEM & 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

@mikegracen#SESMiamiKeep new pages from being found (before their time)

@mikegracen#SESMiamiSet up asandboxdevelopment environment

@mikegracen#SESMiamiBlock Googlebots crawl access from dev environment

@mikegracen#SESMiamiPassword protectORNoindex, Nofollow

@mikegracen#SESMiamiNoindex, Nofollow

@mikegracen#SESMiamiMinimize outside variables if possible

@mikegracen#SESMiamiSwitch servers 2-4 weeks beforeor after redesign

@mikegracen#SESMiamiCrawl existing site with Screaming Frog SEO Spider

@mikegracen#SESMiamiReview pagetitles and descriptions

@mikegracen#SESMiamiSave to Excel2 copies

@mikegracen#SESMiamiGreat time to optimize and remove dupecontent

@mikegracen#SESMiamiKeep existing URL structure as much as possible

@mikegracen#SESMiami301 redirect URLs on page by page basis

@mikegracen#SESMiamiDo NOT use 302 redirects, always use 301

@mikegracen#SESMiamiOK to consolidate pages, but dont orphan anything

@mikegracen#SESMiamiDont delete update contentor redirect to relevant page

@mikegracen#SESMiamiUnless@mikegracen#SESMiamiOK to 404 pages that have tons of crappy incoming links

@mikegracen#SESMiamiGreat time to review your backlink profile

@mikegracen#SESMiamiDownload fromGWT, Ahrefs,Majestic, OSE

@mikegracen#SESMiamiCAREFULLY use Google disavow tool to remove crappy links

@mikegracen#SESMiamiCreate an awesome 404 error page

@mikegracen#SESMiamiAdd Google Analytics codeto track andfind errors

@mikegracen#SESMiamiUse Screaming Frog to createnew XMLsitemap

@mikegracen#SESMiamiMake sureONLY newURLs are included

@mikegracen#SESMiamiAdd rel=canonical to ensure Google indexes correct page version

@mikegracen#SESMiamiSanity check robots.txt for any gotchas

@mikegracen#SESMiamiGoogle now wants access to CSS and Javascript

@mikegracen#SESMiamiSanity check tracking codes: GA, GWT, BWT, ad tracking, etc.

@mikegracen#SESMiamiLaunch Day@mikegracen#SESMiamiAdd annotationin GA for a linein the sand

@mikegracen#SESMiamiRemove all instances of Noindex, Nofollow

@mikegracen#SESMiamiRemove robots.txt exclusions

@mikegracen#SESMiamiPush your new 301 redirects live

@mikegracen#SESMiamiSubmit newXML sitemapin GWT

@mikegracen#SESMiami

Fetch newURLs in GWT

@mikegracen#SESMiami

Submit newXML sitemapin BWT

@mikegracen#SESMiamiPost-Launch@mikegracen#SESMiamiSite:command Number of indexed pages?

@mikegracen#SESMiamiIs trafficremaining steady?

Whoa!@mikegracen#SESMiami

Are rankingsremaining steady?Ouch!@mikegracen#SESMiamiGWT/BWT Crawl issues? Index status?

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