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Step Three: Making Matches
You now know what links you will need to preserve and how they will link to your new content. You have also crafted a bunch of new URLs that will:
- compliment and enhance the new content and …
- link to the old URLs through 301 redirects. You can download a useful spreadsheet we made for this planning process: Excel Mac
You now should have the new content on stand-by ready to copy into the new website which compliments the focus keywords, meta enhanced media, and URL strings. (Note: variations on how all of these steps are prioritized and flow depends on each developer’s situation.)
An Aside: If you are not linking to anybody else it looks abnormal, a bit anti-social. A well adjusted site doesn’t just sing its own praises. It is a sign of community engagement to have links out like resources and favorites. Displaying trust badges can also project security. Linking out tells Google (and others) what community you want to be part of.
Step Three Key Questions:
- Have I changed all content to echo my eventual page urls?
- Will the images I have used and other media also have meta echoing these keyword phrases and words?
- Will keywords, meta description, and titles be echoing each other?
- Are keywords and phrases highlighted in the H1, H2, H3 title headings and other semantic structuring formalities?
Step Four: Preparation and Special Touches
Install WordPress script to your destination, if you have not done so already. Be sure to configure the following:
For search engine visibility, go to Dashboard > Reading > Search Engine Visibility > and click the “Discourage search engines from indexing this site”. But, since it is “…up to search engines to honor this request” better yet, make the site private or password protect. Add noindex, nofollow and disallow code in robots.txt file. Google Tip (opens new window)
For a comprehensive “How-to” on utilizing automated website crawlers to your advantage click here.
It is very easy to get into the weeds with this process, as you can see if you have been clicking on the Google Tips. Best to keep it simple and stay with the basics. Zellous.org follows a policy of K.I.S.S. and for the type of clients we serve, these guidelines serve very well. If you have accomplished the objectives in this article and want to go further, and have the budget for that, there are plenty of services out there.
Social media is also not the focus in this article, but at the very least, it is recommended that you have your Facebook and Google+ page set-up ready to receive selected posts. Set up your WordPress plugins to relay content manually at first as the site gets rolling again. A drop off in visitors is anticipated despite even the most careful of precautions. If the dip is prolonged, investigate.
Step Four Key Questions:
- Has my hosting tech person been contacted about the move?
- Are there any special protocols with this hosting company?
- Have I turned off all of the ways my site could be found after installation?
- Is my social media world connected and ready?
Step Five: Recreate and Improve
If your site has a hundred or more pages consider using a customized search engine. Consider the research (opens new window).
Utilize the Meta Tags, that Google does use. They provide engines with information which may be figured in the mix. Google Tip (opens new window)
Test your content and visual layout on a person you trust to give an honest and intelligent opinion. Proof read and sleep on your work.
Direct the eye of your user and the eye of the search engines by using Google’s Data Highlighter. This webmaster tool is for teaching Google about the pattern of structured data on your website. Use Data Highlighter to tag the data fields on your site using your mouse. Google could then better present your data more attractively and in novel ways in its SERP and other products such as the Google Knowledge Graph. Learn some tips about using Data Highlighter here (opens new window).
First, choose an image that is relevant to your topic and one that people will want to use – if you can share it, even though spiders don’t care what the image looks like.
Label your images before they are uploaded to WordPress media file with the key word/phrase information in the title. Once the image is loaded instantly add key word/phrase information to the image description and alternative text. Also include your page URL that this image is attached to.
Choose videos that represent what you are about, weather self-produced and informative or supporting your content (less recommended). Doing some video keyword research is recommended. This Keyword Planning tool here (opens new window), might help.
Post on YouTube in your own fully fleshed out account that is branded like your site. You can also use premium services such as Vimeo, BrightCove and others to utilize the embed code and SEO meta on the backend of the video. Be sure to edit your website logo and url into the frames. Making audio versions of videos and posting in a serial podcast is also a plus. Having multiple places for your video is acceptable.
Correspond your video meta tags and information with your related post/page content tags. This may help search engines relate the two. Be sure to include the word “video” in this process. Ones sitemap data should be self-explanatory if read like a table of contents.
Produce backlinks by submitting your articles or content to places that could post it. Encourage sharing by enabling sharing mechanisms for social engagement. Having your video on Facebook and Google+ or others will help with the cross-fertilization of your online presence. Link your various accounts to each other as a bee spreads pollen.
Much of the same techniques of adding meta data, sharing etc … as listed in the media examples above apply to audio. Some techniques in particular are important to have for audio such as:
- Add ID3 data.This input is most often used in conjunction with the MP3 audio file format. It will allow information such as the title, artist, album, track number, and other information about the file to be stored in the file itself for indexing.
- Supply transcript of audio which, while you are at it, would contain some of your keyword phrases, sharing links and visual enhancements.
- Podcast and serialize your content while having it in a collected location on your site aside from an individual post.
- Using Google maps to locate your business may be part of your trust building relations and findability in physical terms. Sometimes these maps will be displayed in the SERP. There are several ways to enrich custom maps like a miniature version of your site great for hand-held devices.
- Geo Targeting your website may be helpful if you serve a specified region. More details on this are here (opens new window).
Step Five Key Questions:
- Have I improved my content during this transfer?
- Have I paid enough attention to my different types of media?
Step Six: Pre-Date Checklist
Step Six Key Questions:
? Is my hair combed? Did I bathe? Am I ready for this?
? Are all of my redirects and lines (of code) ready?
? Is my makeover complete?
? Is my analytic side working properly?
? Are my tools handy?
? Are my passwords, noindex, nofollow, and robot directives ready to switch?
? Should I run a crawl test? Will I be screaming like a frog (opens new window) if I don’t?
? Do I have someone to call if things go terribly wrong?
Step Seven: Arrange to Meet
Timing is important. Plan to meet at a low traffic period. Record this date in your analytics so you will have a benchmark to base your future experiences on. Allow enough time to deal with the unexpected which often happen shortly after a launch.
Step Eight: Surrender to the Moment!
SEO is not all about how you rank. It is at this point about allowing people to do what you set them up to do with you. You are still empowered to maintain the relationship and keep it reciprocal, but keep your attention on it.
If socially people start writing fake reviews or posting BS tweets or spamming your vulnerabilities, you have got defenses. Going live and presenting yourself to the world is a lot like “meeting the parents” – you are under intense scrutiny. So despite the perils, SEO is a life affirming act. It represents a healthy sense of self and hope to want to connect. It is great feeling when all of your work pays off.
Step Eight Key Questions:
- When should I inform the search engines about this event ? Note: this is support by Google’s old Search Console.Google Tip (opens new window)
- Have I informed and thanked my contacts?
- Am I confident enough to make a formal announcement yet?
Step Nine: Post Launch Check-In
- Since Webmaster Tools is set-up, it will provide useful metrics on your sites performance. Set it up to automatically inform you of errors and also check in frequently.
- If things do go wrong check the “Adapt” checklist in step 10 below.
- After the site has been indexed, it is time to submit a new XML sitemap, (some plugins do this for you).
- So much attention was given to Google in this article due to its market share, however, Yahoo, Bing, and many other industry specific search engines and directories are available. Adding your website to these places will help customers find your business.
Step Ten: Adapt and Share
Once the website has settled down and you are confident that there are no pressing things to attend to, it might be time to continue developing your site’s other dimensions. We have found that making these local connections is often the most rewarding:
Adapt: If there is something wrong, however, the problem(s) can often be traced to:
- Meta robots – inadvertent NOINDEX?
- Bad redirects
- HTTP status codes messages – server errors
- Robots.txt code
- Improper canonicals
- Something reported on in Google WMT
- Miscommunication with someone else
- Business Profiles: Submit these to your local business organizations, town websites, industry associations and directories, local search sites, and any where you can.
- Press Releases: Utilize your email marketing system, post any services in local newspapers,and post to your online PR page.
- Article Marketing: Publish across selected online platforms. Find one that suites your style.
- Commenting: As your engaged, sometimes there are online writings that evoke a response. Respond and leave your breadcrumbs.
- SMO – visit our list for Social Media Optimization suggestions here.
For a full list of references and links used to write this article please send contact us.
Reference Link to: Learn the top 10 SEO steps when converting a website to WordPress. : https://zellous.org/top-10-seo-steps-when-converting-a-website-to-wordpress
Download this article in PDF HERE.
Update: This article has been updates 3/1/2019 and will undergo updates as they are needed.The recent PDF version of this article has not been updated.