When you are doing a website migration with lots of pages, it might be challenging to decide what to migrate and what pages not?
Here is a plan (step by step)
Step 1: export all urls (e.g using Google Analytics)
Step 2: enrich the urls data with a) organic visits (also coming from Google Analytics) in last e.g. year b) unique pageviews last year (so also including traffic coming from social, email, … )
Step 3a: enrich the urls with associated keywords (can be extracted from Google Search Console).
Step 3b: using the Keyword planner (Google Ads) enrich the data with monthly traffic. This indicates how much potential thet keyword has.
Step 3c: Enrich the page url with position (ranking) for that keyword.
Now one has a sheet with all page urls enriched with quite some information.
Next, how to decide what data to keep, trash, update?
Rules to keep the page
- Organic Traffic is quite high (let’s say at least 50 visitors last year)
- Traffic is quite high (let’s say 50 visitors last year)
- When traffic is too low: estimate if there is potential for it (high monthly search volume and ranking is decent enough to try to get higher rankings).
- Low traffic but it’s a page that must be there from a business stand point (e.g. locations or testimonials, … )
In this sheet make a column to indicate what you want to do with tha t page on the new website.
- Keep (as-is)
- Keep (refresh content)
Redirect means, we will not keep that page, but instead redirect to another page that IS relevant.
Keep (as-is) means we will just keep (=migrate) the content without a update.
Keep (refresh content) means we will keep the content but will do an update. E.g. because the content is outdated and/or to try to rank better (by adding more relevant content).
Examples of pages to delete
- too old news items
- content that is really outdated (e.g. that software version you are writing about is not available any longer)