DOM Senior Digital Marketing Strategist Jonathan Bentz made an appearance on “5 Minutes With,” a podcast series by Bluehorn.com’s Vice President of Technology, Wes Benwick.
Bentz’s segment focused on the tricky art of website migrations and how businesses can utilize more sophisticated approaches to help reduce negative SEO impacts.
During the podcast, Bentz identifies a number of unique site migration types that companies often fail to optimize correctly. When it comes to SEO site migrations, it’s important to recognize the many nuances that can contribute to rankings losses if site owners don’t properly attend to them.
Bentz says that the biggest mistakes companies make during an SEO migration are when the company “just updates the website and does everything SEO friendly without taking the site’s history into account.” He goes on to explain that we often “underestimate” the amount of history Google has in our site’s file. According to Bentz, you need to tell Google where to go, broken links are the bane of SEO success.
For Google, they tend to move on and replace content that’s non-responsive. A site migration is a window that closes fast, CMO’s lacking appropriate strategy risk analytics flatline.
Bentz implores CMOs to follow a refined site migration checklist to help ensure the least possible rankings fallout.