Monitoring web migrations: A checklist for moving from one site to another

Whether it is a website rebranding, a consolidation of different web properties or an HTTP to HTTPs migration, when you are implementing a structural web change, it is critical to monitor the crawling, indexing, rankings, traffic and organic search conversions on both the old and new web locations. Careful tracking will enable you to fix any potential problem as they arise.
Besides establishing a relevant strategy to follow that include search engine optimization (SEO) best practices, here are the most important areas and steps to monitor during the web migration stages.  Be ready to identify any issues that could cause a negative impact, while also identifying opportunities.
Getting started
Start tracking your organic search visibility on the old and new web locations at least a couple of months before the migration takes place.  This will make it easier to identify any unexpected and inconsistent behavior when the change happens.

Old vs. new web crawling
Let’s start with the most fundamental aspects to

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Case study: On-page + off-page SEO working together = success

I encounter many people who believe the basic blocking and tackling of search engine optimization (SEO) execution is losing its value, but I find doing this basic hard work still works incredibly well.
In today’s post, I’m going to share a case study of a travel site whose business plan incorporates a straightforward approach to creating highly differentiated content on their site and then promoting that content effectively. They believe in building and marketing content with a high focus on the end user, and as you will see, the results are impressive.
Disclosure: The company discussed in this post, kimkim, is a client of my company.
Business overview
kimkim is an online travel company founded by a team of experienced entrepreneurs and engineers who played key roles at companies including TripAdvisor and EveryTrail. Their mission is to push the travel industry toward a more authentic and local experience while still maintaining high quality and consumer trust. This is achieved by partnering

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What to get right before launching a global business

Taking your brand to an international stage is exciting. You reach untapped audiences and expose your brand, product and services to a global market!
But with every great opportunity come challenges, and a global presence means time and resources must be dedicated to understanding new buying habits, laws, and, of course, online behaviors.
Today, search results are more and more personalized, and they vary by country, even if browsers, devices and search terms remain the same. With the search engines constantly changing and evolving, what happens when you add the international component to your website?
Before you kick off a global campaign, it’s important to develop a marketing strategy with a local audience in mind. Consider the following four points on how to best engage your target audience, bridge cultural differences and successfully promote your brand globally.
Become familiar with regional laws & regulations
When you market to a global audience, your brand should be aware of all regional regulations on specific

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How AI can uncover new insights and drive SEO performance

In 2015, Google announced that it had added RankBrain to its algorithm, cementing the importance of artificial intelligence (AI) in search. Fast-forward to 2018, and search marketers are starting to use AI, machine learning and deep learning systems to uncover new insights, automate labor-intensive tasks and provide a whole new level of personalization to guide website visitors through their purchase funnel. We have now fully entered the AI revolution.
For clarity and for context within this article, I find the following definitions helpful:

Artificial intelligence is a broad field, covering a range of machine applications to carry out tasks that typically require human intelligence. Human intelligence encompasses a broad range of behaviors, so it should be no surprise that the umbrella term “artificial intelligence” can be used to categorize natural language processing, chess playing, driverless cars and millions of examples in between.
Machine learning is often conflated with AI, but it is actually an application (and therefore a subfield) of artificial intelligence. In

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The unique selling proposition: A key element for SEO success

Google processes trillions of searches per year, which equates to billions of searches each day. How do they decide what is the most promising result for every single one of that staggering volume of questions?
Experience shows that you don’t have to be a huge website for a major brand to rank in the top spot for a given query. Google doesn’t care which sites show up high in SERPs, as long as the page lives up to user expectations, which is something they measure on a tremendous scale. That begs the question: What is it that makes a page stand out, as far as Google is concerned? Why do pages rank in Google in the long term?
Ask why
Google factors in hundred of signals when calculating a website’s ranking for queries in Google Search. These include everything from site speed to inbound links to page content. Above all, however, Google seems to favor sites that are popular with users.

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Looking back at 2018 in search: A time traveler’s year in review

Greetings from the future! I’m writing to you from January 2019. Since search is such a dynamic space, with every year bringing unexpected developments, I thought it would be helpful to use my knowledge as a denizen of the future to give you a glimpse into what’s to come in 2018. So for you, this is a look forward — but for me, it’s a year in review. And let me warn you, you’d best buckle up!
(Let’s get the obvious out of the way first: Sorry folks, I can’t tell you which cryptocurrencies take off, as I promised some guy named Doc Brown I wouldn’t, but I can say that AI-investment programs sure do a number on it.)
The top stories in search in 2018
The big question for Search Engine Land readers, of course, is, What the heck will happen in search in 2018? Obviously, I can’t cover everything, but here are the top stories that will make

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YouTube SEO 101

Based on Alexa traffic rankings, YouTube is the second most visited site on the web, right after Google. Unfortunately, a lot of digital marketers still treat it like any other social media site. But success on YouTube isn’t about posting content, it’s about optimizing your content — just like your website.
It’s easy to find videos with millions of views and videos with almost none that are basically the same. The difference between success and failure often boils down to a few elements.
When it comes to YouTube SEO, a lot of the optimization work can be encapsulated into a process that you can apply to all your old videos and then to each video as you publish it. And you’re about to learn that process.
Here’s what you need to know if you want your content to rank number one on YouTube for the keywords you care about.
The basics
This section contains the essential background information you’ll need to understand

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5 content distribution strategies for 2018

I personally feel that the most overused digital marketing phrase is “Content is king.”
Yes, content is important. Google loves quality content. Your visitors love content. But writing content for the sake of writing content simply makes no sense. If your marketing department has a mandate that you must write x number of blog posts per month, you need to change direction — and here’s why.
On WordPress alone, 86.4 million blog posts are published every month. That’s a lot of content! Sadly, most of the content that’s posted is not well written and will never see the light of day — much less the first page of Google’s search results.
Simply put, there are only a few spots on the first page of Google, and the chances of each of your blog posts making it on the coveted first page of Google for the keywords you’re targeting are slim to none. This is especially true for brands that have

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10 facts about rich results that all SEOs should know

As of December 19, 2017, “rich results” is the new name for all of Google’s special search result features and enhancements, including rich snippets, rich cards and enriched results.
As a marketer, those terms probably aren’t new to you. They’re intended to make search results stand out by incorporating additional information in the form of pictures, review stars and so forth.
Below, I’ll cover everything you need to know about rich results going into 2018.
1. Structured data is generally used to obtain rich results
Structured data is coded within your page markup and is used to provide information about a page and its content. In addition to helping Google better understand your page content, structured data is also used to enable rich results.
Although not all structured data leads to a rich result, marking up content with schema.org structured data (commonly called “schema markup”) can certainly improve your chances of obtaining a rich result in SERPs. Certain kinds of schema markup, such as

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A year in review: Search Engine Land’s top 10 columns of 2017

Another year is coming to a close, and search marketers of all stripes have had their work cut out for them over the last 12 months as the industry grappled with everything from fake news to mysterious algorithm updates to automation. Fortunately, our talented contributors were at the ready, helping our readers to navigate the shifting sands of the search marketing landscape.
Local had a strong showing in our top columns this year, as pieces with a local search focus accounted for three of the top 10 columns on Search Engine Land. These ranged from Joy Hawkins’s detailed account of the Google Hawk update to Wesley Young’s helpful tips on how to improve your Google My Business listing.
Top honors went to Sherry Bonelli for her comprehensive piece on how to rank well in YouTube’s search results. As digital video consumption continues to rise, brands are looking to take advantage of this trend by producing high-quality — and properly optimized —

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