How to Manage Google SEO During CMS Migration

TL;DR

Google can handle incremental CMS migrations, but missing markup like hreflang won't be considered until fully implemented. A .kr domain may perform better for Korean searches, but content language is crucial. Expanding a product portfolio significantly changes a site, prompting reevaluation by search engines. Regular communication and understanding SEO work are vital when working with agencies.

Transcript

[MUSIC PLAYING] SPEAKER: Karina asks, we're migrating to a new CMS. We will have some pages in the old CMS for months, some in the new CMS without an hreflang connection. Can Google handle this? What about ranking as an international brand? Well, Karina, it's somewhat common to have an incremental migration and not have everything lined up from the... Read More

Key Insights

• Incremental CMS migrations are common, but missing markup like hreflang won't be considered until fully implemented.
• GoogleOther is a generic crawler used by various product teams, not tied to a single product, and opting out may affect multiple services.
• A .kr domain generally performs better for Korean searches due to local content promotion, but language matching is more impactful.
• Expanding a product portfolio significantly changes a site, prompting search engines to reevaluate its presence.
• Old pages may persist in search results as a reflection of user behavior, similar to how people use old names for products.
• Not all indexing errors need fixing; some are expected, and understanding specific issues can be aided by community forums.
• Product snippets in Search Console depend on indexed pages with valid structured data; Merchant Center offers an alternative.
• Regular communication and understanding SEO work are vital when working with agencies to ensure active optimization.

Questions & Answers

Q: How does Google handle incremental CMS migrations?

Google can manage incremental CMS migrations, but missing markup like hreflang won't be considered until it's fully implemented. During migration, it's common to have some pages in the old CMS and some in the new one. Once the site is fully upgraded and markup is restored, Google will take it into account, but incomplete migrations may temporarily affect site performance.

Q: What is GoogleOther and what does it support?

GoogleOther is a generic crawler used by various Google product teams to fetch publicly accessible content for research and development. It is not tied to a single product, and opting out of GoogleOther crawling might affect multiple Google services, but not Search, which relies solely on Googlebot. GoogleOther provides site owners with better control over what their site is crawled for.

Q: Does a .kr domain perform better for Korean searches?

A .kr domain generally performs better for Korean searches because Google Search promotes local content. However, the language of the site matching the user's query language has a more significant impact on search performance than the domain extension itself. A .com domain can also perform well if the content is relevant and matches the language of the user's query.

Q: What is the impact of expanding a product portfolio on SEO?

Expanding a product portfolio significantly changes a website, leading search engines to reevaluate its presence. A large increase in products, such as going from 10,000 to 100,000, makes the site essentially new, prompting search engines to reassess how they display it. Strategic planning is essential for such changes, as they affect how search engines perceive and rank the site.

Q: How can I remove old pages from Google’s search results?

Old pages may persist in Google’s search results as they reflect user behavior, similar to how people continue using old names for products. To remove outdated pages, ensure that they are no longer linked within your site and consider using tools like the URL removal tool in Google Search Console. Over time, as Google updates its index, these pages should gradually disappear from search results.

Q: Do I need to fix all indexing errors in the page indexing report?

Not all indexing errors need fixing, as many are expected, such as when parts of a website are removed. Some errors are normal, as search engines do not index everything on a site. Understanding specific issues can be aided by seeking insights from community forums where other site owners and experts share their experiences and solutions.

Q: How can I increase the number of product snippets in Google Search Console?

Increasing product snippets in Google Search Console requires indexed pages with valid structured data. Product rich results depend on the page being indexed and having appropriate structured data. Additionally, submitting a product feed to the Merchant Center can help display products in search results, though it has different requirements. CMS platforms often assist in managing these aspects.

Q: How can I ensure my SEO agency is actively optimizing my site?

Regular communication and understanding the work done by your SEO agency are crucial to ensure active optimization. Schedule regular meetings to review progress reports and discuss upcoming work. Familiarize yourself with basic SEO practices to verify that the agency is performing expected tasks. Trust is important, but having a foundational understanding of SEO helps in evaluating the agency's efforts.

Summary & Key Takeaways

• Google can handle incremental CMS migrations, but missing markup like hreflang won't be considered until fully implemented. It's common to have some pages in the old CMS and some in the new one during migration.

• A .kr domain generally performs better for Korean searches due to local content promotion, but matching the language of the site to the user's query language has a greater impact on search performance.

• Expanding a product portfolio significantly changes a website, prompting search engines to reevaluate its presence. It's important to be strategic about such changes, as they affect how search engines perceive the site.