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#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
THE SEO GUIDE
TO MIGRATE
INTERNATIONAL
WEBSITES
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
Moving sites like moving houses can be a pain
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
Both require a lot of work
You want
to take your
belongings with you
without leaving,
breaking, losing
anything
important
You want to
update your details,
to refer and be found
in your new
address
You want to
correctly reorganize
your belongings in
your new location
fast
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
…That can be shockingly similar!
You want
to take your
belongings with you
without leaving,
breaking, losing
anything
important
You want to
update your details,
to refer and be found
in your new
address
You want to
correctly reorganize
your belongings in
your new location
fast
URLS 301-REDIRECT URLS
LINKS & CONFIGURATION
UPDATE
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
Without proper SEO support Web migrations in
general can have painful traffic consequences too
BEFORE AFTER
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
However, with proper SEO support Web migrations
in general can provide traffic growth opportunities…
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
Like when you move to a new, bigger, better place

#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
Migrations will also increase in complexity based on the
required level of change depending on their type & goal
Different URLs,
Same Domain
Different Protocol, 

Same Domain
Different Domain Name,
Same Type
Same URL
Redesign or CMS
migration while
keeping URL
structure
HTTPS Swaps
Product rebranding,
area renaming or
structural content
changes
Company
rebranding,
acquisition or Web
consolidation
Internal expansion
or consolidation
Different Domain
Name and Type
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
International Web migrations are those w/ a higher
complexity due to more factors to be changed
Geolocalization
signals of Web
property
Geolocated 

Link Popularity
Relevance
towards localized
search behavior
Internal expansion
or consolidation
Different Domain
Name and Type
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
It’s really like moving houses, the further you
go, the more complex it becomes
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
They can also end-up with painful traffic consequences 

if these factors are not taken into consideration
ccTLD gTLD
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
But if correctly executed, can consolidate a site authority
across its international markets and facilitate its growth
ccTLD gTLD
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
It’s then critical to start by assessing if you
really need an international Web migration
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
Is it really necessary to do an international Web
migration to achieve the desired result?
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
Especially if it’s to
expand your
international Web
presence in new
competitive markets
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
A migration can be necessary in some international Web
scenarios based on the current & desired Web structure
To start targeting
international audiences
.com/au/.au
To decrease complexity and
consolidate popularity
.com/au/.au
.com/us/
.com/uk/
.com/it/.it
.com/fr/.fr
To consolidate unprofitable
international versions
.com/es/.es
.com/es/.mx
.com/es/.ar
1 2 3
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
The 1st scenario
happens when
the already
existing market
is targeted with
a ccTLD that
can’t be reused
to launch
another one
Don’t
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
Option B
.au
.com/us/
.com/uk/
Option A
.au
.com
.uk
Option C
.com/au/.au
.com/us/
.com/uk/
This scenario has its own specific alternatives too

To start targeting international audiences
1
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
Option A
.au
.com
.uk
Avoiding the migration of the current site while
releasing independent domains for each new market
* Better to not lose current market status by avoid migrating the used ccTLD
* Better for higher geolocation by using ccTLDs for new markets
* Worse to grow overall link popularity faster with independent properties
* Not recommended when starting in competitive markets where having an
established link profile will be a higher advantage than using a ccTLD with no links
1
To start targeting international audiences
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
1
Avoiding the migration of the current site while
enabling a single gTLD w/ subdirectories
* Will also avoid losing any current market status by keeping the existing ccTLD
* Better to grow overall link popularity faster by starting to use a single gTLD with
geolocated subdirectories for additional markets
* Not recommended either when starting in competitive markets where having an
established link profile will be a higher advantage than using a ccTLD with no links
.au
.com/us/
.com/uk/
Option B
To start targeting international audiences
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
1
Or migrating the current site to a gTLD 

to consolidate all of the international versions
.com/au/.au
.com/us/
.com/fr/
Option C
* Will migrate the current ccTLD to a geolocalized subdirectory in a gTLD, so
might lose rankings for the current market in the short term
* Better to grow overall link popularity faster by starting to use a single
gTLD with geolocated subdirectories for all markets
* Recommended when starting in more competitive markets where having an
established link profile will be a higher advantage than using a ccTLD with
no links
To start targeting international audiences
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
Another scenario
happens when
lowering costs
while consolidating
popularity with a
single gTLD w/
geolocalized
subdirectories
instead of many
ccTLDs
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
Or when you identify
that the value of
targeting different
countries doesn’t
compensate since user
behavior is very similar
and you could instead
target the language
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI#internationalmigrations at #IntSSBCN by @aleyda from @orainti#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
For each scenario is
key to take
international SEO
factors into
consideration…
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
The pros & cons of the international Web structure 

to be replaced and the one to be used in each context
Yes
Country Language
Are your top
competitors
using ccTLDs?
Yes
Yes
USE
CCTLDS
No
No
USE GEOLOCALIZED
SUBDIRECTORIES
YesNo
USE
SUBDIRECTORIES
USE SUB-
DOMAINS
No
WHAT’S YOUR INTERNATIONAL TARGET?
Is the domain
authority of your
competition
higher?
Is the domain
authority of your
competition
higher?
Do you need
a flatter &
differentiated
structure?
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
The role of the Web structure geolocation 

serpchecker, seominion
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
As well as the ranked domains link popularity 

in the target markets to be competitive
serpchecker
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
The country and language source of your existing 

links vs. your competitors in each target market
Cognitiveseo
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
The content to be kept & changed based on relevance 

& localisation for the old vs. new audience behavior
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
The different
geolocation signals
used by Google
that you should
also include and/or
modify
https://support.google.com/webmasters/answer/182192?hl=en&ref_topic=2370587
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTIhttps://support.google.com/webmasters/answer/182192?hl=en&ref_topic=2370587
The configurations
Google doesn’t
officially use and
you should also be
aware of
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
… and how Google
crawls
internationally, to
avoid unnecessary
blockage, redirects
or unsupported
configurations
https://support.google.com/webmasters/answer/6144055?hl=en&ref_topic=2370587
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
After assessing
these factors:
Does it still makes
sense to migrate
to achieve your
international SEO
goals?
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
If so, continue with the process by identifying which are
the affected URLs based on the Web migration scope
nine.com.au/ ten.com/au/
Nine Ten
news.nine.com.au/ ten.com/au/news/
… …
ten.com/nz/
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
The international assessment will drive the SEO
configuration and validation during the Web migration
Pages Crawlability (HTTP Status, Robots.txt)
Content Indexability (Canonicalization, meta robots)
301-Redirects
SSL Certificate
Pages Content Relevance
Pages Internal linking
Pages Speed
nine.com.au/ ten.com/au/
Home Page
Category Page
Sub-Category Page
Product Page
Main Blog Page
Blog Category Page
Blog post
For Each Page
Verify
XML Sitemaps
GSC Configuration
Old vs. New Geolocation (GSC, hreflang)
Old vs. New content localization
Old vs. New link popularity for target market
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
Without forgetting to identify any SEO aspects to both
keep and improve when doing the migration
Old New
Thin, Duplicate Content
Slow Speed
Hierarchical Navigation
Relevant Titles
Page specific, expanded Content
Fast Speed
Hierarchical Navigation
Relevant Titles
To Keep
To Improve
301-Redirects
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
Make sure you
have capacity
and flexibility
to implement all
this before
moving ahead
with the
process
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
SEO
Design & UX
Marketing
Development
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
Once you have validated it, is then actually time
to start with the international Web migration
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
Crawl all the affected URLs and gather their SEO
metrics: indexability, traffic, rankings, external links..
Deepcrawl
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
Identify orphaned pages, to avoid missing any 

important URLs that you need to migrate
Deepcrawl
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
Obtain the traffic and ranked queries for 

which these pages are ranking for
URLProfiler
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
So you can easily consolidate all the information of the
top pages to be prioritised in the Web migration
Top Pages Technical Configuration Relevance Popularity Traffic Ranked Queries
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
To assess well if they should be kept or not, and where
they should be 301-redirected in the new location
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
Which of these actually spark joy by bringing value:
conversions, traffic, rankings & links?
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
Leave them out
Were they typos and didn’t existed nor
brought rankings, links, traffic?
301-redirect to
parent category
Did they existed but were not indexable,
didn’t brought rankings, links & traffic?
301-redirect to new
page version
Did they existed, were indexable and
brought or have potential to bring
rankings, links & traffic?
Define rules for
their migration to
give the best
possible search
and user
experience,
based on
importance
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
This is also a
great
opportunity to
prune your site,
and avoid
bringing old
errors to the new
one
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
Follow the “should
you prune or
optimize a page
from your site”
flowchart
http://bit.ly/contentpruningseo
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
Establish what to keep or to improve in the technical,
content and geolocation of the old vs new URLs
Old Pages Titles, Descriptions & H1s New Pages Titles, Descriptions & H1s
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
Defining also new pages to create in order to keep 

the rankings of old terms if you’re also rebranding
301-Redirect
9 News 

is now 

10 News
ten.com/au/9news/ Links to
9 News
Latest Australian 

News
10 News
Latest Australian
News
nine.com.au/9news/ ten.com/au/10news/
Nine Ten
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
While targeting the transactional and new branded
queries with the to be migrated pages
Old Pages
New Pages
Legacy Pages
Old Localized
Queries
Transactional
Queries and
New Localized
Queries
Transactional
Queries and
Old Localized
Queries
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
Verify that you’re not leaving anything out before
testing the international Web migration
The change is
needed to better
achieve your
international seo
goal
You have taken into
consideration all the
relevant Web
properties URLs
You have
correctly
mapped each old
URL to a new
relevant
destination
The new URL
destinations are
correctly configured
from a technical
perspective
The
new URL
destinations
content is
relevant to the
targeted
queries
The new URL
destinations will
keep the
international Web
configuration of
the old ones
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
Once the changes are defined, release them 

to validate in a closed test environment
Deepcrawl, Sitbulb, Screaming Frog, Ryte, Botify, OnCrawl
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
Validate the changes by manually comparing first the 

top old vs. new types of pages in the test environment
Pages Crawlability (HTTP Status, Robots.txt)
Content Indexability (Canonicalization, meta robots)
301-Redirects
SSL Certificate
Pages Content Relevance
Pages Internal linking
Pages Speed
Home Page
Category Page
Sub-Category Page
Product Page
Main Blog Page
Blog Category Page
Blog post
For Each Page
Verify
XML Sitemaps
GSC Configuration
test.nine.com.au/ test.ten.com/au/
Old vs. New Geolocation (GSC, hreflang)
Old vs. New content localization
Old vs. New link popularity for target market
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
List crawl the old URLs to check if the 301-redirects have
been set as specified & go to the relevant new locations
Deepcrawl, Sitbulb, Screaming Frog, Ryte, Botify, OnCrawl
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
Do a full audit of the new Web destination in test to
check if the pages are completely optimised as expected
Deepcrawl, Sitbulb, Screaming Frog, Ryte, Botify, OnCrawl
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
Pay specific attention here to the canonicalisation 

and hreflang annotations configuration
Deepcrawl, Sitbulb, Screaming Frog, Ryte, Botify, OnCrawl
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
It’s all working as expected? If so it’s then time to move
on and release the international Web migration
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
If the migration will take a bit, return a 503 HTTP status
to tell Google there’s a maintenance going on
https://yoast.com/http-503-site-maintenance-seo/
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
Do a list crawl of all of the old Websites URLs again to
verify that they’re correctly 301-redirecting as expected
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
Look again for and fix any non-301 redirects, loops,
chains, or anything going to incorrect URLs
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
Prioritise to fix high-traffic pages w/ 301-redirects going
to wrong or non-indexable pages and redirects chains
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
Crawl the new web location and make sure is not
only accessible but optimised as recommended
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
Look for pages that are
blocked, no-indexed,
linking, canonicalising
or referring in hreflang
tags to old URLs
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
Remember to set
analytics & search
console for the
new international
properties before
releasing too
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
Once fixed, you
can submit your
new and old
URLs 

& XML sitemaps
to be re-crawled
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
For domains level migrations, submit it too through 

the Google’s change of address option
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
Use a Web monitoring service to send alerts if there are
changes in the new pages SEO related configurations
Little Warden, ContentKing
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
Start monitoring the new vs. old Web properties
indexing URLs evolution
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
Follow-up & compare the new vs. old locations main
ranked queries & pages, as well as SERP features
Little Warden, ContentKing
Last 28 Days
15 Days Before and After the Migration
new website locationold website location
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
Check the trend of your top queries for the target
markets, organising them in groups to facilitate analysis
SEOmonitor
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
Track your old & new sites vs. your competitors to check
your visibility share before and after the migration
SEOmonitor
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
If for some reason the evolution is not the expected one,
identify the non-performing pages to audit them again
SEOmonitor
New site has not completely regained top 3 rankings
Searchmetrics
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
Still lacking links to be competitive? Request an update
to the most authoritative linking sites to your new pages
SEOmonitorahrefs, majestic, pitchbox, kerboo
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
It’s about aligning SEO through the international Web
migration while focusing to achieve the expected goal
Pages Crawlability (HTTP Status, Robots.txt)
Content Indexability (Canonicalization, meta robots)
301-Redirects
SSL Certificate
Pages Content Relevance
Pages Internal linking
Pages Speed
nine.com.au/ ten.com/au/
Home Page
Category Page
Sub-Category Page
Product Page
Main Blog Page
Blog Category Page
Blog post
For Each Page
Verify
XML Sitemaps
GSC Configuration
Old vs. New Geolocation (GSC, hreflang)
Old vs. New content localization
Old vs. New link popularity for target market
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
Moving internationally requires a lot of work..
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
…but can be positive in the relevant scenarios to
better target and compete in international markets
#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
*SEO Consultant & Founder at Orainti
*SEO Speaker at +100 Events in +20 countries
*Author “SEO. Las Claves Esenciales.”
*Crawling Mondays YouTube SEO Video Series Host
*Blogger in Search Engine Land & Search Engine Journal
*Featured in Forbes, Entrepreneur, Huffington Post
*European Search Personality of the Year in 2018
Thanks

#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI

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The SEO Guide to Migrate International Websites #SMProfs

  • 1. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI THE SEO GUIDE TO MIGRATE INTERNATIONAL WEBSITES #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
  • 2. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI Moving sites like moving houses can be a pain
  • 3. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI Both require a lot of work You want to take your belongings with you without leaving, breaking, losing anything important You want to update your details, to refer and be found in your new address You want to correctly reorganize your belongings in your new location fast
  • 4. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI …That can be shockingly similar! You want to take your belongings with you without leaving, breaking, losing anything important You want to update your details, to refer and be found in your new address You want to correctly reorganize your belongings in your new location fast URLS 301-REDIRECT URLS LINKS & CONFIGURATION UPDATE
  • 5. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI Without proper SEO support Web migrations in general can have painful traffic consequences too BEFORE AFTER
  • 6. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI However, with proper SEO support Web migrations in general can provide traffic growth opportunities…
  • 7. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI Like when you move to a new, bigger, better place

  • 8. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI Migrations will also increase in complexity based on the required level of change depending on their type & goal Different URLs, Same Domain Different Protocol, 
 Same Domain Different Domain Name, Same Type Same URL Redesign or CMS migration while keeping URL structure HTTPS Swaps Product rebranding, area renaming or structural content changes Company rebranding, acquisition or Web consolidation Internal expansion or consolidation Different Domain Name and Type
  • 9. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI International Web migrations are those w/ a higher complexity due to more factors to be changed Geolocalization signals of Web property Geolocated 
 Link Popularity Relevance towards localized search behavior Internal expansion or consolidation Different Domain Name and Type
  • 10. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI It’s really like moving houses, the further you go, the more complex it becomes
  • 11. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI They can also end-up with painful traffic consequences 
 if these factors are not taken into consideration ccTLD gTLD
  • 12. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI But if correctly executed, can consolidate a site authority across its international markets and facilitate its growth ccTLD gTLD
  • 13. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI It’s then critical to start by assessing if you really need an international Web migration
  • 14. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI Is it really necessary to do an international Web migration to achieve the desired result?
  • 15. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI Especially if it’s to expand your international Web presence in new competitive markets
  • 16. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI A migration can be necessary in some international Web scenarios based on the current & desired Web structure To start targeting international audiences .com/au/.au To decrease complexity and consolidate popularity .com/au/.au .com/us/ .com/uk/ .com/it/.it .com/fr/.fr To consolidate unprofitable international versions .com/es/.es .com/es/.mx .com/es/.ar 1 2 3
  • 17. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI The 1st scenario happens when the already existing market is targeted with a ccTLD that can’t be reused to launch another one Don’t
  • 18. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI Option B .au .com/us/ .com/uk/ Option A .au .com .uk Option C .com/au/.au .com/us/ .com/uk/ This scenario has its own specific alternatives too
 To start targeting international audiences 1
  • 19. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI Option A .au .com .uk Avoiding the migration of the current site while releasing independent domains for each new market * Better to not lose current market status by avoid migrating the used ccTLD * Better for higher geolocation by using ccTLDs for new markets * Worse to grow overall link popularity faster with independent properties * Not recommended when starting in competitive markets where having an established link profile will be a higher advantage than using a ccTLD with no links 1 To start targeting international audiences
  • 20. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI 1 Avoiding the migration of the current site while enabling a single gTLD w/ subdirectories * Will also avoid losing any current market status by keeping the existing ccTLD * Better to grow overall link popularity faster by starting to use a single gTLD with geolocated subdirectories for additional markets * Not recommended either when starting in competitive markets where having an established link profile will be a higher advantage than using a ccTLD with no links .au .com/us/ .com/uk/ Option B To start targeting international audiences
  • 21. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI 1 Or migrating the current site to a gTLD 
 to consolidate all of the international versions .com/au/.au .com/us/ .com/fr/ Option C * Will migrate the current ccTLD to a geolocalized subdirectory in a gTLD, so might lose rankings for the current market in the short term * Better to grow overall link popularity faster by starting to use a single gTLD with geolocated subdirectories for all markets * Recommended when starting in more competitive markets where having an established link profile will be a higher advantage than using a ccTLD with no links To start targeting international audiences
  • 22. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI Another scenario happens when lowering costs while consolidating popularity with a single gTLD w/ geolocalized subdirectories instead of many ccTLDs
  • 23. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI Or when you identify that the value of targeting different countries doesn’t compensate since user behavior is very similar and you could instead target the language
  • 24. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI#internationalmigrations at #IntSSBCN by @aleyda from @orainti#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI For each scenario is key to take international SEO factors into consideration…
  • 25. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI The pros & cons of the international Web structure 
 to be replaced and the one to be used in each context Yes Country Language Are your top competitors using ccTLDs? Yes Yes USE CCTLDS No No USE GEOLOCALIZED SUBDIRECTORIES YesNo USE SUBDIRECTORIES USE SUB- DOMAINS No WHAT’S YOUR INTERNATIONAL TARGET? Is the domain authority of your competition higher? Is the domain authority of your competition higher? Do you need a flatter & differentiated structure?
  • 26. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI The role of the Web structure geolocation 
 serpchecker, seominion
  • 27. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI As well as the ranked domains link popularity 
 in the target markets to be competitive serpchecker
  • 28. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI The country and language source of your existing 
 links vs. your competitors in each target market Cognitiveseo
  • 29. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI The content to be kept & changed based on relevance 
 & localisation for the old vs. new audience behavior
  • 30. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI The different geolocation signals used by Google that you should also include and/or modify https://support.google.com/webmasters/answer/182192?hl=en&ref_topic=2370587
  • 31. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTIhttps://support.google.com/webmasters/answer/182192?hl=en&ref_topic=2370587 The configurations Google doesn’t officially use and you should also be aware of
  • 32. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI … and how Google crawls internationally, to avoid unnecessary blockage, redirects or unsupported configurations https://support.google.com/webmasters/answer/6144055?hl=en&ref_topic=2370587
  • 33. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI After assessing these factors: Does it still makes sense to migrate to achieve your international SEO goals?
  • 34. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI If so, continue with the process by identifying which are the affected URLs based on the Web migration scope nine.com.au/ ten.com/au/ Nine Ten news.nine.com.au/ ten.com/au/news/ … … ten.com/nz/
  • 35. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI The international assessment will drive the SEO configuration and validation during the Web migration Pages Crawlability (HTTP Status, Robots.txt) Content Indexability (Canonicalization, meta robots) 301-Redirects SSL Certificate Pages Content Relevance Pages Internal linking Pages Speed nine.com.au/ ten.com/au/ Home Page Category Page Sub-Category Page Product Page Main Blog Page Blog Category Page Blog post For Each Page Verify XML Sitemaps GSC Configuration Old vs. New Geolocation (GSC, hreflang) Old vs. New content localization Old vs. New link popularity for target market
  • 36. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI Without forgetting to identify any SEO aspects to both keep and improve when doing the migration Old New Thin, Duplicate Content Slow Speed Hierarchical Navigation Relevant Titles Page specific, expanded Content Fast Speed Hierarchical Navigation Relevant Titles To Keep To Improve 301-Redirects
  • 37. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI Make sure you have capacity and flexibility to implement all this before moving ahead with the process #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI SEO Design & UX Marketing Development
  • 38. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI#INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI Once you have validated it, is then actually time to start with the international Web migration
  • 39. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI Crawl all the affected URLs and gather their SEO metrics: indexability, traffic, rankings, external links.. Deepcrawl
  • 40. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI Identify orphaned pages, to avoid missing any 
 important URLs that you need to migrate Deepcrawl
  • 41. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI Obtain the traffic and ranked queries for 
 which these pages are ranking for URLProfiler
  • 42. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI So you can easily consolidate all the information of the top pages to be prioritised in the Web migration Top Pages Technical Configuration Relevance Popularity Traffic Ranked Queries
  • 43. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI To assess well if they should be kept or not, and where they should be 301-redirected in the new location
  • 44. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI Which of these actually spark joy by bringing value: conversions, traffic, rankings & links?
  • 45. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI Leave them out Were they typos and didn’t existed nor brought rankings, links, traffic? 301-redirect to parent category Did they existed but were not indexable, didn’t brought rankings, links & traffic? 301-redirect to new page version Did they existed, were indexable and brought or have potential to bring rankings, links & traffic? Define rules for their migration to give the best possible search and user experience, based on importance
  • 46. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI This is also a great opportunity to prune your site, and avoid bringing old errors to the new one
  • 47. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI Follow the “should you prune or optimize a page from your site” flowchart http://bit.ly/contentpruningseo
  • 48. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI Establish what to keep or to improve in the technical, content and geolocation of the old vs new URLs Old Pages Titles, Descriptions & H1s New Pages Titles, Descriptions & H1s
  • 49. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI Defining also new pages to create in order to keep 
 the rankings of old terms if you’re also rebranding 301-Redirect 9 News 
 is now 
 10 News ten.com/au/9news/ Links to 9 News Latest Australian 
 News 10 News Latest Australian News nine.com.au/9news/ ten.com/au/10news/ Nine Ten
  • 50. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI While targeting the transactional and new branded queries with the to be migrated pages Old Pages New Pages Legacy Pages Old Localized Queries Transactional Queries and New Localized Queries Transactional Queries and Old Localized Queries
  • 51. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI Verify that you’re not leaving anything out before testing the international Web migration The change is needed to better achieve your international seo goal You have taken into consideration all the relevant Web properties URLs You have correctly mapped each old URL to a new relevant destination The new URL destinations are correctly configured from a technical perspective The new URL destinations content is relevant to the targeted queries The new URL destinations will keep the international Web configuration of the old ones
  • 52. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI Once the changes are defined, release them 
 to validate in a closed test environment Deepcrawl, Sitbulb, Screaming Frog, Ryte, Botify, OnCrawl
  • 53. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI Validate the changes by manually comparing first the 
 top old vs. new types of pages in the test environment Pages Crawlability (HTTP Status, Robots.txt) Content Indexability (Canonicalization, meta robots) 301-Redirects SSL Certificate Pages Content Relevance Pages Internal linking Pages Speed Home Page Category Page Sub-Category Page Product Page Main Blog Page Blog Category Page Blog post For Each Page Verify XML Sitemaps GSC Configuration test.nine.com.au/ test.ten.com/au/ Old vs. New Geolocation (GSC, hreflang) Old vs. New content localization Old vs. New link popularity for target market
  • 54. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI List crawl the old URLs to check if the 301-redirects have been set as specified & go to the relevant new locations Deepcrawl, Sitbulb, Screaming Frog, Ryte, Botify, OnCrawl
  • 55. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI Do a full audit of the new Web destination in test to check if the pages are completely optimised as expected Deepcrawl, Sitbulb, Screaming Frog, Ryte, Botify, OnCrawl
  • 56. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI Pay specific attention here to the canonicalisation 
 and hreflang annotations configuration Deepcrawl, Sitbulb, Screaming Frog, Ryte, Botify, OnCrawl
  • 57. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI It’s all working as expected? If so it’s then time to move on and release the international Web migration #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
  • 58. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI If the migration will take a bit, return a 503 HTTP status to tell Google there’s a maintenance going on https://yoast.com/http-503-site-maintenance-seo/
  • 59. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI Do a list crawl of all of the old Websites URLs again to verify that they’re correctly 301-redirecting as expected
  • 60. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI Look again for and fix any non-301 redirects, loops, chains, or anything going to incorrect URLs
  • 61. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI Prioritise to fix high-traffic pages w/ 301-redirects going to wrong or non-indexable pages and redirects chains
  • 62. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI Crawl the new web location and make sure is not only accessible but optimised as recommended
  • 63. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI Look for pages that are blocked, no-indexed, linking, canonicalising or referring in hreflang tags to old URLs
  • 64. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI Remember to set analytics & search console for the new international properties before releasing too
  • 65. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI Once fixed, you can submit your new and old URLs 
 & XML sitemaps to be re-crawled
  • 66. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI For domains level migrations, submit it too through 
 the Google’s change of address option
  • 67. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI Use a Web monitoring service to send alerts if there are changes in the new pages SEO related configurations Little Warden, ContentKing
  • 68. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI Start monitoring the new vs. old Web properties indexing URLs evolution
  • 69. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI Follow-up & compare the new vs. old locations main ranked queries & pages, as well as SERP features Little Warden, ContentKing Last 28 Days 15 Days Before and After the Migration new website locationold website location
  • 70. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI Check the trend of your top queries for the target markets, organising them in groups to facilitate analysis SEOmonitor
  • 71. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI Track your old & new sites vs. your competitors to check your visibility share before and after the migration SEOmonitor
  • 72. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI If for some reason the evolution is not the expected one, identify the non-performing pages to audit them again SEOmonitor New site has not completely regained top 3 rankings Searchmetrics
  • 73. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI Still lacking links to be competitive? Request an update to the most authoritative linking sites to your new pages SEOmonitorahrefs, majestic, pitchbox, kerboo
  • 74. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI It’s about aligning SEO through the international Web migration while focusing to achieve the expected goal Pages Crawlability (HTTP Status, Robots.txt) Content Indexability (Canonicalization, meta robots) 301-Redirects SSL Certificate Pages Content Relevance Pages Internal linking Pages Speed nine.com.au/ ten.com/au/ Home Page Category Page Sub-Category Page Product Page Main Blog Page Blog Category Page Blog post For Each Page Verify XML Sitemaps GSC Configuration Old vs. New Geolocation (GSC, hreflang) Old vs. New content localization Old vs. New link popularity for target market
  • 75. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI Moving internationally requires a lot of work.. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI
  • 76. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI …but can be positive in the relevant scenarios to better target and compete in international markets
  • 77. #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI *SEO Consultant & Founder at Orainti *SEO Speaker at +100 Events in +20 countries *Author “SEO. Las Claves Esenciales.” *Crawling Mondays YouTube SEO Video Series Host *Blogger in Search Engine Land & Search Engine Journal *Featured in Forbes, Entrepreneur, Huffington Post *European Search Personality of the Year in 2018 Thanks
 #INTERNATIONALWEBMIGRATIONS AT #SMPROFS BY @ALEYDA FROM @ORAINTI