Do You Have a Content Migration Strategy?

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Issue #121
April 2nd, 2019

Hey, lunch buddies.  Ever been faced with the obstacle of determining what content should be migrated to a new website?  Naturally, SEOs want it all but we know that in a cost savings world it’s rarely a possibility. In my article published on, I highlight the process my team takes to identify what content must be migrated, what needs to be updated pre/post-migration and finally what content can be retired safely.

On a fun note, they finally arrived! I’m talking about the#SEOForLunch baseball caps!

(Not so) funny story. I ordered these back in October to include as a “bonus” gift for select newsletter subscribers. After 4-5 weeks (as promised) they never arrived. I did receive a lot of excuses and even a partial refund from the company I ordered from but I ultimately gave up on ever receiving these.

Nearly six months later, I came home to six hats that I placed as a test order. While I can safely say these hats will be a single run production If you folks like the idea of #SEOForLunch swag let me know and I’ll work with a different provider.

Let’s get to the rest of this week’s goods!

What You Need To Know

Article: Google retires the “info:” search command,

What’s important?
Many users relied on the info: search command to identify the canonical version of a page. This command has since been retired and Google recommends using Google Search Console exclusively to understand which URL they treat as the canonical version.

Nick’s take:
Not sure I see the big issue with this command being retired. Some folks used it similar to the site: command to determine if a URL is indexed but to varying degrees of success. If you’re curious about the canonical value of a page then I would highly suggest you download this Chrome plugin I created a few months back.

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Interesting Reads in Your Spare Time

The beginner’s guide to SEO (2.0) –
It’s here. One of the best guides to learning SEO from scratch has re-launched. Every single new SEO I have trained has read this guide in addition to taking Distilled University SEO training. It doesn’t matter if you eat and sleep SEO or just make business decisions around the topic, this guide is worth everyone reading (again). Kudos Moz team.

How to scale quality content production –
For years I’ve struggled to get the right level of buy-in for QUALITY content creation.  One of the main reasons it’s been difficult is determining ROI and being able to scale appropriately.  This guide, from Tory Gray, is a great starting point for developing a scaleable value-adding content strategy.

The ultimate guide to international SEO –
The only thing worse than not being found in the search results is guiding search users to the wrong international version of your site. Tomasz Rudzki walks us through several “famous” international SEO fails and more importantly how one can go about fixing these (unfortunately) common international SEO issues.

What’s the best backlink checker for 2019? –
I had my doubts when I first saw this post, it was being pushed by Rand Fishkin, previously of (spoiler: who “wins”). However, after reading the full article complete with data I’m a little bit less skeptical. Moz might not be my first choice in backlink analysis but it was a great reminder to always re-review tools as they continue to get better and better with time.

How to bulk remove thousands of URLs in Google’s index – source
I love tactical SEO posts. Francesco does a great job of outlining a process he takes to remove old, thin or duplicative content from Google’s index.  We all know about 404/410 status codes but did you know that the XML sitemap can play a role in getting pages dropped from Google’s index?

Nick LeRoy
Nick LeRoy
Nick has 10+ years of SEO consulting experience building and executing strategies for clients ranging from multi-billion dollar consumer packaged goods to fashion entities with hundreds of physical store locations. He also writes the weekly SEO newsletter #SEOForLunch that allows you to stay up to date with industry updates in the amount of time it takes you to eat your lunch.

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