What SEO steps should be followed to prevent negative impact when changing CMS and/or site structure ?
This subject will be divided on the following sections:- My scenario
- SEO steps when designing the new website
- The results
- How We did it
- Putting the website online
My scenario
This section introduces the reason for changing the website structure and the CMS and isn't required to understand the technical steps taken.I was hired by a consulting company called Kaizen Institute Consulting Group and my main goal was to turn an outdated website in a clean, well designed and easy to manage system. At the time, all countries were using a TYPO3 instance as the CMS of choice and because I was fresh out from college and didn't know much about the system I started studying it.
After several experiments, reading a lot of documentation and talking with typo3 users I understood the following:
If your goal is to have a responsive, flexible, feature rich and customized website then forget TYPO3. The documentation is awful, it's based on one of the most stupid scripting languages (typo script, which basically forces you to memorize non-logical stuff) and has a terrible customization architecture based on extensions.
The only scenario I see typo3 to be an option is for multi-language websites (based on a sub domain approach), where most of the pages are static and the main goal is to display non-Ajax content.
But for our website we had ambitious requirements:
- Rich online event booking system that would allow each country to specify different forms for their participants with deep Ajax filtering options and connection with our existing booking management system
- Online payment system
- A complex success stories data base
- Complete control of the crawlable HTML code
- Effective spam controlling
After one month and a half, we had a custom backed CMS and a fronted. It's worth mentioning that we are a two man team and while I ended up implementing most of the system, due to improvements that needed to be made on our internal project managing system of which my colleague was considerable savvier than me, my time wasn't dedicated only to development as I had to provide support to the 25 counties Kaizen Institute has offices in, which amounts to 400+ employees.
Because we were aiming for global standard content that would be localized by each country, it was time to align the different visions from each country regarding the website content. When we finished implementing the improvements it was time to submit to the multiple search engines and hope we had done a solid SEO job.
SEO steps when designing the new website
SEO steps have flooded the internet and most of them give you pretty straight forward directives but don't seem to be supported by actual facts, being, in my opinion, just someone's else opinion. So I've put together a SEO list based on facts.
Then I follow a SEO checklist in order to create search engine optimized content, which is based in my opinion, what I've read and common sense.
SEO and social media integration
Although social media linking isn't as powerful as a reference from a reputable web site, it helps "spread the word" and improve branding. As such, and because we would have a couple of douzen countries creating content for the website, we wanted to harvest all that content and share it with others through social media, more precisely twitter, Facebook and LinkedIn.
Optimizing social media posting through scheduling
Until then I was the main responsible for handling Kaizen twitter and Facebook accounts, every time we had some relevant news like events promotions or global benchmark tours I'd posted it. There was one issue though, because I wasn't on the same time region as many of our potential clients, the posts weren't' being shared at the optimal time (target group was sleeping).
To fix this issue I started using the social media scheduling app called "bufferap" which allowed me to set when my posts should actually be posted on the social media networks. I set my posting schedule based on this study.
I wanted to give the same option to our CMS users, this way they could add a new Kaizen Institute success story to the website at 2 in the morning but instead of being lost among other posts during the night it would "freshly" popup at 8 am during a potential client breakfast twitter reading.
So we added this feature to the CMS. Whenever an user adds a news to the website it only takes a click on the option "share" to send it to Facebook, twitter or linked in (a preview is displayed to the user and the twitter version is shorten). During the content preview the user has the option to share it immediately or saving it on the "buffer" to be posted later. This feature was implemented using bufferapp's straight forward api.
Ajax and SEO
We added a rather complex but intuitive lean events calendar which is filtered and then update by Ajax.
Ajax is great for fast and real time behavior but has the downside of not being as SEO friendly as static content. So we wanted to achieve two things when using Ajax:
- Give a faster and more app-like experience
- Keep history behavior.
- The URL would change to the same state as if the user wasn't requesting by Ajax
- The content was loaded dynamicly using Ajax
- If the user pressed the browser back button it should take him to the state before applying the refered filter
SEO Results
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| Kaizen Institute Website Old Layout |
But we wanted to keep and if possible even improve the website visits.
When making a drastic change like ours and considering a lot of our traffic comes from organic search, it's normal for the hits to decrease but it in our case they actually increased and considerably (we made the transition on the morning of September 18th).
The visits:
The bonce rate (lower is better):
Our bonce rate went from 73.24% to 47.8% meaning people would visit more pages inside our website instead of leaving it.
Pages / Visit
In my opinion this means we took the necessary SEO steps to at least allow the website improvements to overcome any negative search index impact.
How we did it?
SEO and changing CMS
Customizable page title, page description and menu names. The user should have full control over the page title and description meta tags
URLs Customization. Having keyword rich URLs is a good SEO practice and as such the CMS should allow to define a page’s url. It’s better to have www.kaizen.com/about-us/kaizen-institute.html then www.kaizen.com/index.php?id=22.
The HTML generated by the CMS should be clean and compliant to the W3C standard (valid html).
A considerable plus would be allowing to highlight data throught the schema.org rich snipets (more info). In our case we used it to mark our Lean Events
SEO and changing Website Structure
The goal of these steps is to prevent a simple but critical event, the 404 error. When you change the website structure Google might show a search result with an URL to a page that either doesn't exist anymore or has a new URL. If the user follows that link a page giving the “Not found” error is displayed and Google eventually will also get the same error when refreshing its index. When that happens the page is removed from Google’s index and all the page rank owned by that now extinct page will be lost, resulting in a decreased search index position.
The steps we took were the following:
- Write down the fundamental structure of the new website
- Check in Google analytics the top visited pages in the present website
- From those see if it makes sense to include them in the new structure. If some of the old pages really attract a lot of hits then consider at least keeping them at the beginning and then phase them out.
- Check with Google analytics or another tool the most famous back links (referrals) and take note of the ones that were removed and shouldn't be part of the new structure.
- If possible change the referral URLs. All of the back links pointing to your website should be changed to the new URL if possible (which usually isn’t).
- Do 301 permanent redirects. The previous steps were in preparation for this one, all of the URLs that aren't part of the new structure should return a HTTP 301 header with the new URL. This tells search engine that the content on that page was moved permanently to a new URL, so instead of getting a 404 error Google thinks “the content isn't gone it just changed pages”. Based in Matt Cuts videos, 301 shouldn't have a negative impact in page rank compared to normal links.
I.E: if you access www.kaizen.com/kaizen-events.html the browser will be redirected to www.kaizen.com/events.html due to a 301 response. - Parse the website for link errors. Use a tool like Xenu which gives a report about links that are pointing to un-existing pages.
At the this point the new structure should go live. If the new website is on a new server then change the DNS and lower the TTL (time to leave).
It's now time to ask Google to crawl the website and check if it's accessing the new structure. To do that login into webmaster tools and chose the option "Cawl - Fetch as Google"and take a look into the resulting HTML. Take the opportunity to submit to Google index.
To speed up Google knowledge about the website consider submitting a sitemap, the recommended schema is to have it under www.domain.com/sitemap.xml.
Do the same for Microsoft Bing and that's it.
So to summarize the crucial steps of changing a website structure are:
- Consider the possibly of keeping the most "famous" links
- 301 extinct or moved links, at least the crucial ones
- Check for broken links
- Submit to webmaster tools and check regularly for errors
