@RyanJones

Ryan Jones

@RyanJonesManager Search Strategy & AnalyticsSapientNitro

Senior SEO StrategistTeam Detroit

www.RyanMJones.com

@RyanJones

Reasons To Move Domain

A Change In Brand Identity

You Really Screwed Up

Google Penalty

Consolidate / Leverage Authority

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Original Domain Landscape

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One ****, One DomainData:

Exit and bounce rates to ****.com were too high.

Theory:

Site wasn’t meeting user expectations. Visitors wanted car information, not company information

Proposed Solution:

Brand sites are too spread out and don’t play nice together. Consolidate them to leverage authority.

Next Step:Massive Internal Sales Effort

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Current Domain Landscape

PR7

****.com

Credit.****.com Owner.****.com Corporate.****.com And a couple more…PR6 PR5 PR6

ULTIMATE GOAL: Create one authority site and allow other divisions to leverage that authority

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It’s a Double Move…

Requirements:• Move 2 sites at once• Ensure no down time• Mitigate short period of duplicate content• Necessary due to Akami, testing, QA, etc.

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Selling It

Step 1: What’s in It for me?- Promised XX% increase in monetized site value- Communicate value and get all teams on board.

Step 2: Come up with a plan- How to actually move 2 sites.- How to allow for testing and QA.- Revert back if things go horribly wrong.- Communicate plan (coordinate with media etc)

Step 3: Measure Everything- Rankings- Traffic / Value / Bounce Rate / 404s

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Corporate.****.com ****.com ****Vehicles.com

1.

2.

3.

4.

Slightly more complicated than a simple 301…

Indicates a canonical tag

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• More Traffic!• Over 28% increase in total traffic

• Better Engagement• Bounce rate decreased 2%

• Value!• Value per visit up over 8%• Overall site value up over 38%

• Visibility• Pagerank & ranking increases

How Did It Turn Out?

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Visibility – before and after

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@RyanJones

Thank You@RyanJones

Manager Search Strategy & AnalyticsSapientNitro

www.RyanMJones.com