July 5, 2012
I work for a medium sized hospitality chain (in the marketing dept) and our leading chain of hotels is about to undergo a brand change. I’ve just found out that management has approved a full domain name change for each of these hotels and scheduled it with our IT department to happen next month. My General Manager bought the domain name without consulting IT or marketing.
I’m freaking out a little because I’ve been given the task of making sure the change goes smoothly and doesn’t impact our Google rankings or traffic, which I’ve spent years building up. There are 3 different regional hotel properties that will be affected and the content will be transferred over to a single domain! What should I expect? Is there anything I can do to make the transition go smoothly?
Oh boy, I don’t envy you. Yes, you are right to be freaking out – at least a little. Site migrations are a royal pain in the you know where and can result in masses of lost traffic and lost search engine rankings.
By the sound of things, your site migration will be complicated by the fact that there are multiple domains shifting to a single domain. Now before you start hyperventilating, there are some things you can do in preparation:
1) Read this article and then read it again: http://www.ask-kalena.com/seo/smx-sydney-2012-aidan-beanland-seo-essentials-for-web-migration/. Create a plan for your own migration situation.
2) Go spend some time with the IT department. Hopefully you get on well with them because you’ll be spending a lot of time talking to them over the next few months. Provide them with a copy of Aidan’s guide so they know what to expect. You’ll need to find out their strategy for the roll-out, including pre-switch benchmarking, 301 redirect integration and testing, specific dates for content transfer, the big switch and final DNS propagation.
3) Consider shifting the content of each individual hotel into distinct region-based sub-domains on the new site e.g. Dallas.HotelBrand.com, Austin.HotelBrand, Houston.HotelBrand rather than trying to combine all content into a single site. This way, you can optimize the sub-domains as distinctive sites and retain the location-related Google rankings you have spent so long building up. If you can prove large traffic losses will occur if you don’t do this (and they will!), it should be easy to get IT and management onside.
4) Take an active role in the pre-migration benchmarking process, particularly in relation to site analytics, most popular content and search engine rankings. Ensure your company keeps ownership of the old domains and keeps all sites live until the new domain has fully propagated.
5) Be prepared with other online/offline marketing activities to promote the hotels in case of sudden traffic loss.
6) Make sure your manager and stakeholders know what is within/beyond your control! Make it very clear what can go wrong during the move and protect yourself by warning them ahead of time of the potential negative outcomes.
Article by Kalena Jordan, one of the first search engine optimization experts in Australia, who is well known and respected in the industry, particularly in the U.S. As well as running a daily Search Engine Advice Column, Kalena manages Search Engine College – an online training institution offering instructor-led short courses and downloadable self-study courses in Search Engine Optimization and other Search Engine Marketing subjects.