Brighton Summary - October 2024

Importance of Devs, Log Files and Automated Reporting during migrations

Key Takeaways

  1. The Challenge:

    • Onboarded in 2022, migration in 2024
    • 50 markets, 7 domains
    • Over 150,000 pages migrating

  2. Automation:

    • Used OnCrawl and DPO for automated reporting
    • 9-month preparation period

  3. Setting the Foundations:

    • Focus on EEAT (Experience, Expertise, Authoritativeness, Trustworthiness)
    • Agile and flexible approach
    • Iterative testing process: Audit > Jira > Deploy

  4. Challenges:

    • Numerous meetings
    • Increase in Jira tickets

  5. Migration Results and Issues:

    • Google crawling during switchover showed 3xx, 500, and 200 status codes
    • Issues encountered: 404s from redirects, 404s in hreflang, 500s from feeds

  6. Real-time Problem Solving:

    • Flexible approach allowed for regex-based redirects
    • Real-time fixes implemented based on log file data

  7. Importance of Log Files:

    • Enabled identification and quick resolution of issues like hreflang 404 spikes
    • Crucial for detecting 500 errors from feeds

  8. Positive Outcomes:

    • PDP Results: +13% Impressions, +18% Clicks
    • Significant improvements in overall performance (20% to 50% increase mentioned)

Action Items

  1. Implement Automated Reporting:

    • Set up tools like OnCrawl and DPO for continuous monitoring
    • Ensure reporting is in place well before migration (9 months in this case)

  2. Adopt an Agile Approach:

    • Develop a flexible migration strategy that allows for quick adjustments
    • Implement an iterative testing process (Audit > Jira > Deploy)

  3. Prioritize Log File Analysis:

    • Set up robust log file monitoring before, during, and after migration
    • Train team members on interpreting log file data for quick issue identification

  4. Develop Real-time Response Capabilities:

    • Create a system for implementing real-time fixes based on log file data
    • Prepare regex-based redirect solutions for flexibility during migration

  5. Focus on Key SEO Elements:

    • Pay special attention to redirects, hreflang implementation, and feed performance
    • Regularly audit these elements throughout the migration process

  6. Optimize Meeting Efficiency:

    • Review and streamline meeting schedules to avoid unnecessary gatherings
    • Ensure meetings have clear objectives and actionable outcomes

  7. Enhance Developer Collaboration:

    • Strengthen communication channels between SEO and development teams
    • Involve developers early in the migration planning process

  8. Implement Comprehensive Monitoring:

    • Set up monitoring for various status codes (3xx, 404, 500) across all migrated pages
    • Create alerts for unexpected spikes in error codes

  9. Prepare for Common Migration Issues:

    • Develop contingency plans for typical migration problems (e.g., redirect chains, hreflang errors)
    • Create troubleshooting guides for quick reference during migration

  10. Post-Migration Analysis:

    • Conduct thorough performance analysis post-migration (impressions, clicks, rankings)
    • Document learnings and create a playbook for future migrations

Remember: The key to a successful migration lies in thorough preparation, automated monitoring, real-time problem-solving capabilities, and a flexible approach that allows for quick adjustments based on log file data and other real-time insights.

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