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@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
@chrisgreen87
@StrategiQ
.htaccess Hell
Managing a Migration When There’s
No Easy Answer
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
A site migration
Possibly the most important moment in a
website’s life-cycle
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
A site migration
Possibly the most important moment in a
website’s life-cycle
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
Done well, a new site can launch without
hitch
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
Done badly, all your hard work will go
down the
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
On small sites this can be really easy
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
On small sites this can be really easy
On large sites... ?
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
That doesn’t mean you can just
shrug it off
(don’t be lazy)
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
It’s make or break for your new
website
(I really mean it, don’t be lazy)
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
In this presentation I’ll show
you
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
How to scope the size of the
redirect challenge
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
How to prioritise redirects
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
Tactics to help map them
(less painfully - at least)
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
“Best-case” matching when
there’s no exact
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
Testing redirects pre & post
launch
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
Keeping organised
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
Scoping the size of the redirect
trouble
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
1) Crawl your website
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
1) Crawl your website
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
2) Crawl any sitemaps
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
3) Export landing page
URLs from GA
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
If the 5,000 row limit is too much of a pain -
try http://bit.ly/analytics-edge
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
4) Extract URLs from
logs
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
4) Extract URLs from
logs
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
Or maybe you can be adventurous and use
command line
This resource rocks, thanks Oliver Mason!-> http://bit.ly/log-command-line
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
5) Scrape Google
(but be nice)
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
“But wait, this sounds a right faff!”
(I thought I told you not to be lazy)
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
Prioritising redirects
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
1) Common-sense - top level
pages
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
2) Top-ranking pages
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
3) Top trafficked pages
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
4) Most crawled pages
(from log files)
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
5) … and if possible
everything else
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
Mapping redirects
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
1) Directory rewrites
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
In .htaccess for example:
RewriteRule ^old-blog/(.*)$ /new-blog/$1 [R=301,NC,L]
www.domain.com/old-blog/best-post-evar
301s to
www.domain.com/new-blog/best-post-evar
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
Some more handy .htaccess rules?
http://bit.ly/aleyda-htaccess
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
That’s the easy part over and done with!
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
2) Old-to-new post/
product matching
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
Can be done in many different ways - depends on commonalities:
- Post/Product ID
- Post/Product Name
- Post/Product Title
- URL Key Matching
etc...
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
For example:
http://bit.ly/ecom-redirect-drive
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
Make friends with a developer
(Seriously - buy them a drink and everything!)
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
But that’s not a get out of jail free card!
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
3) Manually match them
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
This is up to you to do the hard work…
Filters are your friend too
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
Filter your URLs, look for:
- Specific keywords
- Directories
- Parameters
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
“Best case” matching
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
1) Don’t just over-redirect to
the homepage or top-level
categories
(This leads into soft 404s!)
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
Don’t just take my word for it
Ask Glenn Gabe
http://bit.ly/soft-404s
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
2) Match to the closest
available example
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
3) If there’s no suitable
alternative, don’t be afraid to
let it drop
(if it’s important and there’s no alternative, you’re
doing it wrong!)
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
Redirect implementation?
Assuming that you’re using apache -
http://bit.ly/htaccess-for-seos
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
Redirect testing
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
1) Modify redirects to
“work” on staging/dev
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
Change the hostname to
dev/staging
(change back before launch though!)
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
2) Crawl, crawl & crawl
again!
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
Change host on your old
list of redirects & crawl
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
Pro tip:
Just because there’s a 301 response,
doesn’t mean it’s the right destination!
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
3) Test again after
launch
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
Make sure nothing breaks after!
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
Keeping organised
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
1) Excel/google docs is your
friend
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
2) Include 301 mapping into
your sitemap - start early!
http://bit.ly/sitemap-redirect-template
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
3) Learn to Vlookup!
http://bit.ly/vlookup-beginners
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
4) Save often, split your
workbook if things get too
heavy
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
To recap...
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
It takes time but it’s worth it!
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
Properly scope the size of the problem
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
Prioritise - more is better, but it has to
stop somewhere
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
Map redirects intelligently - pattern or
directory match where you can
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
Make friends with a developer!
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
Test, test & test again
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
Download this, it’ll help
http://bit.ly/sitemap-redirect-template
@chrisgreen87
@StrategiQ
#BrightonSEO
2nd September 2016
Thank you.
@chrisgreen87
http://bit.ly/htaccess-hell

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