{"id":25633,"date":"2023-07-15T21:58:00","date_gmt":"2023-07-15T20:58:00","guid":{"rendered":"https:\/\/patrickhydeportfolio.com\/?page_id=25633"},"modified":"2023-07-15T21:58:00","modified_gmt":"2023-07-15T20:58:00","slug":"cms-migration","status":"publish","type":"page","link":"https:\/\/patrickhydeportfolio.com\/index.php\/cms-migration\/","title":{"rendered":"CMS Migration"},"content":{"rendered":"\n
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Project: CMS Migration<\/h1>\n\n\n\n

I managed all content creation and SEO-related aspects of a successful CMS migration for two e-commerce websites in the luxury home furnishings category. Combined, the sites had over 4,000 unique pages and received 50,000+ unique monthly visitors. After launch, I monitored SEO performance and passed technical fixes along to development. Within two months of launch, the site saw a boost in YoY organic traffic, ranking for hundreds of new important keywords.<\/p>\n\n\n\n

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Services<\/h3>\n\n\n\n

Content Strategy, Technical SEO, Architecture, Data Configuration<\/p>\n<\/div>\n\n\n\n

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Client<\/h3>\n\n\n\n

In-house<\/p>\n<\/div>\n\n\n\n

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Year<\/h3>\n\n\n\n

2022-2023<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

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Overview<\/h2>\n<\/div>\n\n\n\n
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Problem<\/h3>\n\n\n\n
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  • Custom CMS lacked modern merchandising functionality, leading to confusing shopping experience and increased reliance on customer service team to complete a purchase.<\/li>\n\n\n\n
  • Content Team required developer support to build landing pages. This decreased effectiveness of marketing campaigns and branding for the high ticket products in the catalog.<\/li>\n<\/ul>\n\n\n\n
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    Solution<\/h3>\n\n\n\n
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    • Rebuild both sites in new headless CMS<\/li>\n\n\n\n
    • Complete overhaul of site hierarchy and URL structure<\/li>\n\n\n\n
    • Complete overhaul of site architecture, navigation, and product pages<\/li>\n\n\n\n
    • Transfer all media assets to a Digital Asset Manager.<\/li>\n<\/ul>\n<\/div>\n<\/div>\n\n\n\n
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      Technical SEO <\/h2>\n<\/div>\n\n\n\n
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      Redirects<\/h3>\n\n\n\n

      Ensured necessary redirects were in place for all 4,000+ pages at launch. <\/p>\n\n\n\n

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      Schema Data<\/h3>\n\n\n\n

      Determined schema data structure for product performance on SERPs . <\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

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      Page Speed<\/h3>\n\n\n\n

      Set image sizes. Worked with devs to resolve GSC & ahrefs audit issues.<\/p>\n\n\n\n

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      Faceted URLs<\/h3>\n\n\n\n

      Created new faceted URL structure for improved indexing<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div><\/div>\n\n\n\n

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      Crafting a New Content Strategy<\/h2>\n\n\n\n

      Once we had made the decision to upgrade our outdated architecture to a headless CMS, my first step was to assess the existing catalog, which comprised over 4000 pages. I evaluated their status, traffic, backlinks, and importance within the site architecture. Through comprehensive competitive analysis, I discovered opportunities to consolidate current product pages, automate the creation of new product categories using attached metadata, and identify pages that could be replicated with minimal modifications. Given the inconsistent URL structure, I established new naming conventions and implemented redirects for all pages to ensure the transfer of equity to the new pages.<\/p>\n\n\n\n

      Before proceeding with page development, our team worked on enhancing or modifying the backend product metadata to align with the item attributes featured in the new site architecture. I carefully integrated these product categories into the overall site structure, ensuring a seamless and valuable shopping experience while capturing significant search volume. Additionally, we migrated, reorganized, and supplemented metadata for all media assets, which were hosted in a new Digital Asset Manager and displayed through the CMS.<\/p>\n\n\n\n

      With our revamped content strategy in place, I oversaw a team of content authors who undertook the task of rebuilding the website on the new CMS. I provided guidance on utilizing the new CMS, working within the updated design system, and identified instances where new on-page content was necessary. This meticulous process spanned several months and required meticulous project planning to synchronize ongoing technical advancements with content development, guaranteeing that no page was overlooked or effort duplicated.<\/p>\n<\/div>\n\n\n\n

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      Post Launch<\/h1>\n\n\n\n


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      Analyze ahrefs audit for semantic errors, monitored keyword & page performance<\/p>\n<\/div>\n\n\n\n

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      Tracked indexing, robots.txt, sitemaps, and core web vitals in Google Search Console<\/p>\n<\/div>\n\n\n\n

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      Reported on site health to stakeholders, ensuring improved performance<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

      <\/div>\n","protected":false},"excerpt":{"rendered":"

      Project: CMS Migration I managed all content creation and SEO-related aspects of a successful CMS migration for two e-commerce websites in the luxury home furnishings category. Combined, the sites had over 4,000 unique pages and received 50,000+ unique monthly visitors. After launch, I monitored SEO performance and passed technical fixes along to development. Within two […]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_uag_custom_page_level_css":"","_themeisle_gutenberg_block_has_review":false},"uagb_featured_image_src":{"full":false,"thumbnail":false,"medium":false,"medium_large":false,"large":false,"1536x1536":false,"2048x2048":false},"uagb_author_info":{"display_name":"patrickhydeportfolio.com","author_link":"https:\/\/patrickhydeportfolio.com\/index.php\/author\/patrickhydeportfolio-com\/"},"uagb_comment_info":0,"uagb_excerpt":"Project: CMS Migration I managed all content creation and SEO-related aspects of a successful CMS migration for two e-commerce websites in the luxury home furnishings category. Combined, the sites had over 4,000 unique pages and received 50,000+ unique monthly visitors. After launch, I monitored SEO performance and passed technical fixes along to development. Within two…","_links":{"self":[{"href":"https:\/\/patrickhydeportfolio.com\/index.php\/wp-json\/wp\/v2\/pages\/25633"}],"collection":[{"href":"https:\/\/patrickhydeportfolio.com\/index.php\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/patrickhydeportfolio.com\/index.php\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/patrickhydeportfolio.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/patrickhydeportfolio.com\/index.php\/wp-json\/wp\/v2\/comments?post=25633"}],"version-history":[{"count":5,"href":"https:\/\/patrickhydeportfolio.com\/index.php\/wp-json\/wp\/v2\/pages\/25633\/revisions"}],"predecessor-version":[{"id":25649,"href":"https:\/\/patrickhydeportfolio.com\/index.php\/wp-json\/wp\/v2\/pages\/25633\/revisions\/25649"}],"wp:attachment":[{"href":"https:\/\/patrickhydeportfolio.com\/index.php\/wp-json\/wp\/v2\/media?parent=25633"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}