Navigating a web-site consolidation migration

Messy Seo is a column covering the nitty-gritty, unpolished duties associated in the auditing, preparing, and optimization of internet websites, utilizing MarTech’s new domain as a situation research.


Going for walks into any new Search engine optimization challenge presents internet marketing strategists with one of a kind troubles. Unique web-site qualities need solutions tailor-made to their specific troubles. And with so lots of issues to consider—branding, enterprise objectives, site setup, and so forth.—your task necessitates individual deliberation.

Lookup pros have discovered themselves cleaning up difficulties pursuing website consolidation migrations. This is the exact condition I walked into for the MarTech brand name. 

It was nothing small of what I call an “SEO mess,” or a assortment of issues impacting search visibility in need of intricate answers.

I recently joined the Third Doorway Media group to help clean up up these difficulties arising from the consolidation of Advertising Land and MarTech Now. The new web site needed someone to bounce into the thick of points and chart a path forward. Here’s how the method unfolded:

Troubles arising from web page consolidation

Quite a few corporations find their internet sites in have to have of weighty-obligation clean up-up soon after consolidation. But, regrettably, they never generally have time to endure continuous optimization and upkeep. 

In MarTech’s scenario, the challenges arose from a vital organization choice for the brand name. 

Fairly than continuing to split their audience amongst the brand names Promoting Land and MarTech Nowadays, we chose to lean into MarTech. Making use of our resources to assistance marketers discover their area in the new advertising landscape designed feeling.

Yet, considerable internet site modifications often appear with significant troubles, no subject how essential the do the job. And there’s no just one magic strategy to resolve the mess. As a substitute, this circumstance necessitates a multifaceted, nitty-gritty alternative.

The messy side of Website positioning

Ahead of the website consolidation, the group took the articles revealed on a single system and repurposed it for the other. For instance, MarTech Nowadays created material for experts exploring promoting know-how and automation, when Marketing and advertising Land concentrated on a broader marketing and advertising audience. Every single would tailor their information pieces to their market place, building slight variations wherever relevant.

The envisioned replicate content material troubles arose following the consolidation, and the demanded fixes were being much from a one particular-time deal with.

The new web-site now has at the very least two versions of around 1,000 content. What’s more, their duplicate is near ample to target the identical subject and search phrases. To resolve this challenge, we put together redirects from the material on Advertising Land to its counterpart on MarTech Now. Most of these contained the “-2” in their URL that WordPress adds to copy slugs.

The redirects were being a essential shorter-expression answer to prevent consumer expertise and copy content problems. But with the new web site staying as substantial as it is, not all the redirects had been set up, leaving lots of in close proximity to-equivalent pieces waiting to be indexed.

Quite a few other complications were also impacting the website, such as many related non-indexed internet pages, damaged backlinks, mixed content material, and internet site pace difficulties. Having said that, we made a decision to deal with the duplicate webpages 1st because they relevant to our site’s primary giving advertising and marketing technique, news, and insights. Correcting the challenges influencing written content visibility and quality is as a result the priority.

Considerations and solutions 

Doing work on these very important issues soon after a web-site migration and consolidation isn’t glamorous by any indicates. However, when engaging with any messy optimization venture, you want to be certain your anticipations align with the probable results. 

The simple fact is, you will not see the outcomes of your initiatives for some time. And which is Alright.

Google and other look for engines need to have time to review the internet site for these alterations, and we want them to be comprehensive. Fortunately, location up the redirects directs readers to the correct web pages right away, preventing UX complications until finally the consolidated internet pages are indexed and rated.

Redirecting our concentration

For the reason that the content material on every replicate web site in problem is specific toward independent audiences, there are a couple elements to take into account to identify what will surface on the consolidated page. These include things like the subsequent:

  1. How is the webpage executing?
  2. How are individuals interacting with the page?
  3. Which articles is most effective suited for the goal audience?

Working with knowledge available from Google Look for Console and Analytics, I reviewed clicks, impressions, common web site views and time spent on them, and a full host of other precious information. This facts helped me remedy issues #1 and #2.

But, considering the fact that the web page has only been live since Could, additional information was expected to decide which written content aligned with MarTech’s audience interests.

Talking with our gifted writers and reviewing search phrase information aided me establish which parts of duplicated content material were ideal suited for MarTech’s audience. It permitted me to get started the method of inserting the most effective articles on our new consolidated internet pages. And by redirecting the duplicated URLs, I’m able to place persons and search engines to the most appropriate destination.

Wrapping up

That’s it for this initially installment of “Messy Search engine optimization.” Subsequent, we’ll proceed to go through the steps taken towards cleansing up the mess post-web page consolidation. 

Have you worked on a site consolidation project for your small business or purchasers? What ways and resources did you use? Email me at [email protected] with the issue line Messy Seo Aspect 1 to let me know.


About The Creator

Corey Patterson is the Information and Search engine optimization Manager for MarTech and Look for Motor Land. With a track record in Search engine marketing, content promoting, and journalism, he analyzes and optimizes 3rd Doorway Media material to enable marketers uncover the facts they want.