Summary

In this episode, Annie, an SEM strategist, joins Lindsie and Jay to discuss a case study on capitalizing on a competitor's rebrand failure. They highlight the importance of acting quickly and adapting strategies to take advantage of opportunities. The client, a lease management software provider, saw a 165% increase in organic traffic and a 129% increase in organic conversions in the first month. The key lessons learned include the need for a strong SEO viewpoint during rebrands and the importance of tracking competitors.

Takeaways

• Act quickly and adapt strategies to take advantage of opportunities
• A strong SEO viewpoint is crucial during rebrands
• Tracking competitors is important for staying ahead
• The client saw a 165% increase in organic traffic and a 129% increase in organic conversions in the first month

• Chapters

• 00:00 Introduction and Guest Introduction
• 02:42 Discussion of Dogs and Animals in the Workplace
• 04:41 Introduction to the Case Study
• 07:11 Getting the Client On Board
• 10:12 Taking Advantage of the Competitor's Rebrand Failure
• 12:48 Tactics and Changes Made on the Client's Site
• 16:08 Measuring Success and Results
• 19:22 Maintaining Momentum and Adapting Strategies
• 22:22 Key Lessons Learned
• 24:30 How to Catch Competitor Changes
• 25:59 Closing Remarks and Farewell

Summary

In this final episode of the Site Migration series, Lindsie and Jay discuss the user testing phase and the launch phase of a site migration. They emphasize the importance of sequential and timely execution during the user testing phase, where stakeholders test the site and ensure everything works as intended. They also highlight the need for SEO professionals to confirm that all the necessary SEO elements are in place before the site goes live. During the launch phase, they stress the significance of monitoring SEO metrics, such as rankings and traffic, to identify any issues and address them promptly. They also advise against removing redirects too soon and emphasize the need for ongoing monitoring even after the site is live.

Takeaways

• During the user testing phase, stakeholders should thoroughly test the site to ensure everything works as intended and all SEO elements are in place.

• In the launch phase, it is crucial to monitor SEO metrics, such as rankings and traffic, to identify any issues and address them promptly.

• Redirects should not be removed too soon, as they may still be valuable for maintaining traffic and addressing any issues that arise.

• Ongoing monitoring is essential even after the site is live to catch any potential problems and make necessary adjustments.

Chapters

00:00 Introduction and Overview

03:50 User Testing Phase: Ensuring Everything Works as Intended

19:57 Launch Phase: Monitoring SEO Metrics and Addressing Issues

26:00 Submitting Top URLs for Crawling

32:24 Monitoring SEO Metrics and Watching for Red Flags

36:08 The Importance of Maintaining Redirects

41:29 Final Thoughts and Tips

Summary

In this episode, Lindsie and Jay discuss the development phase of a site migration and the importance of SEO during this process. They cover key tasks such as handling crawling and indexing, conducting a full site crawl, and mapping out redirects. They emphasize the need for collaboration with the development team and the challenges that may arise. They also highlight the significance of testing and reviewing the site to ensure proper rendering and functionality. Overall, they stress the importance of experience and expertise in successfully navigating the development phase of a site migration.

Takeaways

• The development phase of a site migration is a critical part of the process where SEO plays a crucial role.

• Tasks during this phase include handling crawling and indexing, conducting a full site crawl, and mapping out redirects.

• Collaboration with the development team is essential to ensure that SEO requirements are met and potential challenges are addressed.

• Testing and reviewing the site's rendering and functionality are important to ensure a successful migration.

• Experience and expertise are key in navigating the complexities of the development phase.

Chapters

00:00 Introduction and Overview

00:26 The Importance of SEO in the Development Phase

02:42 Key Tasks: Crawling, Indexing, and Redirects

09:05 Collaborating with the Development Team

13:01 Building Priority Redirects

17:12 Communicating SEO Needs to the Development Team

26:12 Technical SEO Elements: Consistency and Stability

29:56 Testing and Reviewing: Frontend and Backend Considerations

35:05 Conclusion and Next Steps