Our international SEO specialists are here to help

Website migrations which involve moving a website to a new design with a different information architecture (IA) are usually the most challenging. Often, the objective is to optimise the user journey by simplifying the site's structure and its content without resulting in a performance drop. To meet these objectives, one of our SEO Specialists will develop detailed content retention and consolidation plans for the current site and match these with the IA of the new site.

This service can help…

When you want to reduce the number of pages on your website by consolidating content.

When you want to know which pages to retain and which can be retired in a site migration.

When you are performing a site migration to a new IA and require a content retention analysis.

When you are migrating a blog or press release section and need to know which posts should be kept or retired.

What our clients say

Flexible and innovative approaches to meet demanding goals

Webcertain has been a valued partner of Portakabin for over 20 years, providing the expertise required to help us grow our business in multiple European markets. With a wide-portfolio of websites and products, as well numerous internal stakeholders, we require flexible and innovative approaches to enable us to meet the demanding goals of each business unit. Webcertain understands our needs and our brand, and this enables the team to deliver cost-effective, adaptable solutions across SEO, PPC and website development which have played a vital role in our international growth and success.

Evelyn Hodgson

Head of Brand - Portakabin

Adapted for each market for maximum impact

We work with Webcertain to increase our brand awareness across key European markets and help us drive brand growth. Together, we have created campaigns utilising multiple channels and adapted for each target market to ensure maximum impact and relevancy to our audience. Webcertain has a great support team, who are easy to reach and very helpful in providing information. They understand our needs and provide a flexible approach that enables us to meet our goals

Hazel Goesaert

European Associate Marketing Manager - Business Machines - Fellowes

Technical and strategic expertise

Webcertain's understanding of language nuance and local culture ensures our messaging is relevant and compelling in each market we target, while staying true to our brand and highlighting our USPs. We rely on their technical and strategic expertise to develop both organic and paid search campaigns which will resonate with our audience and drive results across Europe. The team understands our goals and is proactive in making recommendations for improvements and suggesting opportunities. We are very happy with the results and would recommend Webcertain as an ideal partner for any brand with a global reach.

Surpreet Bahl

Digital Marketing Manager - Esko

For international support, look no further than Webcertain

There are many challenges when running international campaigns and Webcertain has provided invaluable support to us when targeting countries as diverse as China, Japan and Russia, where both cultural and linguistic knowledge are paramount for success. This knowledge, combined with skills and expertise across all digital channels, enabled us to build tailored and targeted campaigns to inform and attract students from around the globe. If you're looking for SEO, SEM or translation support in multiple languages and countries, look no further than Webcertain.

Tim Jordan

VP Marketing Berlitz and ELS

The importance of having a content strategy for your site migration

Website migrations which involve moving a website to a new design with a different IA are usually the most challenging. Often, the objective is to optimise the user journey by simplifying the site's structure and its content. To meet this objective and for the website to not experience a drop in performance, careful and thorough content retention and performance plans must be developed and implemented.

A content retention audit will inform us which pages – and therefore what content – from the website should be retained on the new site and which pages can be retired. It is based on examining various performance metrics with customised criteria and thresholds. A content retention analysis can either provide input at the early stages to design the IA or to tweak an already established IA. For regularly published content such as press releases or blog posts, it may be required to create custom content retention policies. Or it may occur that there are similar pages which can be consolidated into one page or to form smaller hubs. In this case, a content consolidation analysis would be carried out to match pages for consolidation, based on creating an advanced performance overlap matrix.

To ensure a smooth transition to the new website design and IA, it is always advised to carry out the full set of content retention activities. This will greatly help in carrying over the most value from your current site version, whilst introducing all site improvements with the new design.

How it works

The process begins by completing a briefing questionnaire to share and clarify your objectives. This briefing will be visible to all the team members involved with delivering the service and is the foundation for all our quality checks. Based on the brief, we will conduct one or more of the service’s components:

Keyword protection report:

We will compile a list of organic search terms and the top-performing, corresponding landing page for each which are delivering the most traffic with high click-through rates and organic rank positions, which need to be protected during the site migration process. This report usually provides foundational, baseline performance information for next steps in architecting the site’s structure and content.

Content retention and retiring analysis:

This analysis begins with compiling a list of pages of the website through a website crawl and other sources, followed by collecting organic analytics data for each page. By analysing the analytics information, we will identify which pages of the website are performing well against set performance thresholds for given metrics. This will allow us to determine which content on the website should be retained and which pages of the site can be retired.

Content retention policy analysis:

If the website contains regularly published content such as blog posts or press releases, an additional retention analysis will be conducted to determine rules for content retention, such as press releases up to five years old should be retained whilst older content can be retired. Rules are based on identifying search traffic patterns to pages based on the age of their content.

Content consolidation analysis:

If the website contains pages with similar content (however not duplicate) it may be required to consolidate that content. We will collect keyword ranking data for pages of the website and find performance overlaps. If there are instances of two or more pages performing for the same or very similar search terms, we will manually inspect the content of the pages in the clusters and suggest which sections of content from individual pages can be consolidated to form fewer pages which are more search engine and user friendly.

Content consolidation guidelines for copywriters:

We will provide written guidelines outlining the target page structure and its content, which will contain parts of content from other pages identified in the consolidation analysis.

Information architecture (IA) mapping to old site:

If you already have an IA for the new website, we will crawl the current website and attempt to map all existing pages to the closest matching section or page of the new website in the IA. Information from other retention and consolidation analyses can be appended to this mapping to then form a detailed and data-driven basis for redirection plans.

In order to deliver any component of this service, we require granted access to web analytics for the website (e.g. Google Analytics) and granted access to an active Google Search Console property for the website. Without access to these tools and therefore the website’s data, it is not possible to deliver this service.

Webcertain Group is passionate about generating business growth for its clients in any part of the world.

A team of native speakers of all the world’s major languages works together to achieve client objectives - no one understands working with different cultures and the nuances of language in the globe’s search engines better than the Webcertain multilingual teams. Webcertain operates in 44 languages.

Benefits of working with Webcertain:

International specialist since 1997

Transparency and online portal management

No minimum contract period

No minimum order value

International know-how shared

Quick response times