Site Migration due to Corporate Acquisition

[pastcatch]

Hey everyone,

Wanted to check-in on something that I've been thinking way too much about lately. I'll do my best to provide background, but due to some poor planning, it is rather confusing to wrap your head around.

There are currently three companies involved, Holding Corp (H Corp) and two operating companies, both in the same vertical but one B2B and the other is B2C. B2C corp has been pushed down the line and we're focusing primarily on H Corp and B2B brand. Due to an acquisition of H Corp and all of it's holdings, things are getting shuffled and Ive been brought in to ensure things are done correctly.

What's bizarre is H Corp and it's web property are the dominant authority in SERPs for the B2B brand. As in B2B brand loses on brand searches to H Corp, let alone any product/service related terms. As such, they want to effectively migrate all related content from H Corp site to B2B brand site and handover authority as effectively as possible. Summary: Domain Migration from H Corp site to B2B Brand site.

Ive done a few migrations in my past and been brought in to recover a few post-launch so I have decent experience and a trusted process. One of my primary objectives initially is change as little as possible with content, url structure (outside the root) etc so 301s are easy but also so it doesn't look like we're trying to play any games.

Here's the thing, the URL structure for H Corp is downright bad from both a UX perspective and a general organizational perspective. So Im feeling conflicted and wanted to get a few other opinions.

Here are my two paths as I see and Id love opinions on both:

• stick with a similar URL structure to H Corp through the migration (my normal process) but deviate from pretty much every best practice for structuring URLs with keywords, common sense and logic. Pro: follow my process (which has always worked in the past) Con: don't implement SEO/On-page best practices at this stage and wait for the site redesign to implement best practices (more work)
• Implement new URL structure now and deviate from my trusted process.

Do you see a third option? Am I overthinking it?

Other important details: B2B brand is under-going a site redesign, mostly aesthetic but their a big corporation and will likely take 6-9 months to get up.

Any input greatly appreciated.

Cheers,

Brent

[OrioleOriole3456]

my option is to advise you to wait, and migrate the sites during the redesign process.

[AmandaValle.Digital]

You welcome. Good luck.

[pastcatch]

Beautiful, thank you Amanda.

I'll present the business case to the client, advise of the risks as I see them, make my recommendation and ride the wave from there. Appreciate the time you put into your response.

Brent

[AmandaValle.Digital]

Hi Brent. Here are my thoughts, and I too have done my fair share of mergers and redesigns for URL migrations, etc.

• stick with a similar URL structure to H Corp through the migration (my normal process) but deviate from pretty much every best practice for structuring URLs with keywords, common sense and logic. Pro: follow my process (which has always worked in the past) Con: don't implement SEO/On-page best practices at this stage and wait for the site redesign to implement best practices (more work) Follow your process, especially if they are redesigning, that way you can advise on SEO/on-page during phase two. Doing it this way you are able to set expectations (this is key). If they know the risk, you might be able to advise them to migrate the websites during the redesign versus multiple times (advised option 3). We all know that the more redirects that occur, the more equity is diluted. Present the options, define the risk, provide your perspective, and let the client make their decision. Then implement <wink>, that's all we can do.</wink>
• Implement new URL structure now and deviate from my trusted process.
  If you have a proven process, I'd stick with it and just educate the client on the process and risk.

Do you see a third option? Third option is to advise them to wait, and migrate the sites during the redesign process. I think this is the cleanest, and smartest way to proceed. However, I appreciate when the client wants to do it, they want to do. So then you provide the options, present the risk.

Am I overthinking it? Nothing wrong with being thorough. Validating is key, and the more minds you reference, the better perspective you can gain.

Good luck.
~Amanda

[AgendizeSEO]

The complexity of your 301 map should not determine wether or not you should change your URL structure. It just seems like a necessity for the whole project.