[{"@context":"https:\/\/schema.org\/","@type":"Article","@id":"https:\/\/www.wispra.cz\/jak-roztocit-spatnou-migraci-webove-stranky-do-daleko-vyssiho-provozu-a-prevodu\/#Article","mainEntityOfPage":"https:\/\/www.wispra.cz\/jak-roztocit-spatnou-migraci-webove-stranky-do-daleko-vyssiho-provozu-a-prevodu\/","headline":"Jak rozto\u010dit \u0161patnou migraci webov\u00e9 str\u00e1nky do daleko vy\u0161\u0161\u00edho provozu a p\u0159evod\u016f","name":"Jak rozto\u010dit \u0161patnou migraci webov\u00e9 str\u00e1nky do daleko vy\u0161\u0161\u00edho provozu a p\u0159evod\u016f","description":"Migrace webov\u00fdch str\u00e1nek mohou b\u00fdt velice n\u00e1ro\u010dn\u00fd \u00fakon kv\u016fli v\u0161em t\u011bm v\u011bcem, kter\u00e9 se mohou jen tak z\u010dista jasna ztratit nebo mohou b\u00fdt p\u0159ehl\u00e9dnuty b\u011bhem samotn\u00e9ho p\u0159esunu. Pokud nen\u00ed migrace po\u0159\u00e1dn\u011b napl\u00e1nov\u00e1na a provedena, migrace webov\u00e9 str\u00e1nky m\u016f\u017ee vy\u00fastit ve velmi frustruj\u00edc\u00ed zku\u0161enost a m\u016f\u017ee doslova zab\u00edt v\u0161echnu organickou viditelnost, provoz a tak\u00e9 obrat. \u00a0 Zpackan\u00e1 migrace webov\u00e9 str\u00e1nky, to byla p\u0159esn\u011b ta situace, ke kter\u00e9 byla p\u0159ivol\u00e1na agentura, kter\u00e1 se zab\u00fdv\u00e1 v\u00fdkonem webov\u00fdch str\u00e1nek, Merkle, aby vy\u0159e\u0161ila tento probl\u00e9m pro dan\u00e9ho klienta, vedouc\u00edho v\u00fdrobce elektroniky. T\u00fdm na\u0161el zp\u016fsob, jak zhojit provoz a dos\u00e1hnout lep\u0161\u00edho v\u00fdkonu, ne\u017e toho, kter\u00fd byl nam\u011b\u0159en p\u0159ed samotnou migrac\u00ed, \u010d\u00edm\u017e nav\u00fd\u0161il jak p\u0159evody, tak i...","datePublished":"2020-02-21","dateModified":"2020-02-21","author":{"@type":"Person","@id":"https:\/\/www.wispra.cz\/author\/#Person","name":"","url":"https:\/\/www.wispra.cz\/author\/","identifier":1,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/99fa2d7bb0ff3369cbf7f1481134d0b6f7aff596e984b7c90a3d99b8b24eb0d8?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/99fa2d7bb0ff3369cbf7f1481134d0b6f7aff596e984b7c90a3d99b8b24eb0d8?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"wispra.cz","logo":{"@type":"ImageObject","@id":"\/logo.png","url":"\/logo.png","width":600,"height":60}},"url":"https:\/\/www.wispra.cz\/jak-roztocit-spatnou-migraci-webove-stranky-do-daleko-vyssiho-provozu-a-prevodu\/","wordCount":1105,"articleBody":"Migrace webov\u00fdch str\u00e1nek mohou b\u00fdt velice n\u00e1ro\u010dn\u00fd \u00fakon kv\u016fli v\u0161em t\u011bm v\u011bcem, kter\u00e9 se mohou jen tak z\u010dista jasna ztratit nebo mohou b\u00fdt p\u0159ehl\u00e9dnuty b\u011bhem samotn\u00e9ho p\u0159esunu. Pokud nen\u00ed migrace po\u0159\u00e1dn\u011b napl\u00e1nov\u00e1na a provedena, migrace webov\u00e9 str\u00e1nky m\u016f\u017ee vy\u00fastit ve velmi frustruj\u00edc\u00ed zku\u0161enost a m\u016f\u017ee doslova zab\u00edt v\u0161echnu organickou viditelnost, provoz a tak\u00e9 obrat.\u00a0Zpackan\u00e1 migrace webov\u00e9 str\u00e1nky, to byla p\u0159esn\u011b ta situace, ke kter\u00e9 byla p\u0159ivol\u00e1na agentura, kter\u00e1 se zab\u00fdv\u00e1 v\u00fdkonem webov\u00fdch str\u00e1nek, Merkle, aby vy\u0159e\u0161ila tento probl\u00e9m pro dan\u00e9ho klienta, vedouc\u00edho v\u00fdrobce elektroniky. T\u00fdm na\u0161el zp\u016fsob, jak zhojit provoz a dos\u00e1hnout lep\u0161\u00edho v\u00fdkonu, ne\u017e toho, kter\u00fd byl nam\u011b\u0159en p\u0159ed samotnou migrac\u00ed, \u010d\u00edm\u017e nav\u00fd\u0161il jak p\u0159evody, tak i obrat. Snahy tak z\u00edskaly spole\u010dnosti Merkle ocen\u011bn\u00ed pro nejlep\u0161\u00ed iniciativu vyhled\u00e1vac\u00edho marketingu od Search Engine Land v\u00a0kategorii SEO pro tento rok.\u00a0\tSamotn\u00fd \u00fakol\u00a0V\u00a0t\u00e9to ur\u010dit\u00e9 a specifick\u00e9 kampani se ud\u00e1lo to, \u017ee agentura v\u00fd\u0161e zm\u00edn\u011bn\u00e1 byla p\u0159ivedena, aby obnovila organick\u00fd provoz po migraci a replatformaci cel\u00e9 webov\u00e9 str\u00e1nky na HTTPS. Webov\u00e1 str\u00e1nka ztr\u00e1cela zhruba pades\u00e1t procent ve\u0161ker\u00e9ho organick\u00e9ho provozu v\u00a0porovn\u00e1n\u00ed s\u00a0p\u0159edchoz\u00edm rokem.\u00a0Spole\u010dnost Merkle tak dala dohromady strategii, kter\u00e1 zahrnovala identifikaci oblast\u00ed, kde se objevily ztr\u00e1ty na provozu webov\u00e9 str\u00e1nky, spustili technick\u00fd audit nov\u00e9 platformy a optimalizovali sign\u00e1ly kl\u00ed\u010dov\u00fdch slov.\u00a0\tV\u00fdzvy\u00a0Proto\u017ee nebyl t\u00fdm zahrnut\u00fd v\u00a0samotn\u00e9 p\u0159edch\u00e1zej\u00edc\u00ed migraci, bylo daleko t\u011b\u017e\u0161\u00ed pochopit n\u011bkter\u00e9 nuance zm\u011bn ve struktu\u0159e webov\u00e9 str\u00e1nky. B\u011bhem migrace byla zm\u011bn\u011bna spousta URL adres, co\u017e \u010dinilo t\u011b\u017ek\u00e9 porovnat v\u00fdkon na \u00farovni jednotliv\u00fdch str\u00e1nek. K\u00a0tomu v\u0161emu je\u0161t\u011b velk\u00e9 procento klientova organick\u00e9ho provozu poch\u00e1zelo z\u00a0velmi specifick\u00e9ho modelov\u00fdch vyhled\u00e1v\u00e1n\u00ed a d\u00edky \u010dast\u00fdm zm\u011bn\u00e1m v\u00a0invent\u00e1\u0159i, individu\u00e1ln\u00ed zhodnocen\u00ed v\u00fdkonu jednotliv\u00fdch kl\u00ed\u010dov\u00fdch slov bylo skoro nemo\u017en\u00e9.\u00a0Opraven\u00ed organick\u00e9ho v\u00fdkonu tak\u00e9 znamenalo rozpleten\u00ed zamotan\u00fdch sekc\u00ed klientova B2B a B2C diviz\u00ed na webov\u00e9 str\u00e1nce. B2B divize existovala jako podslo\u017eka hlavn\u00ed webov\u00e9 str\u00e1nky spole\u010dnosti a n\u011bkter\u00e9 produkty byly prod\u00e1v\u00e1ny na obou, co\u017e vy\u00fastilo v\u00a0t\u011b\u017ekou konkurenci na str\u00e1nk\u00e1ch s\u00a0v\u00fdsledky vyhled\u00e1v\u00e1n\u00ed.\u00a0A k\u00a0t\u00e9 v\u0161\u00ed komplexnosti je je\u0161t\u011b nutno dodat, \u017ee nov\u00e1 str\u00e1nka pou\u017e\u00edvala n\u011bkolik komponent\u016f poh\u00e1n\u011bn\u00fdch JavaScriptem, p\u0159episov\u00e1n\u00ed URL adres na stran\u011b serveru, hreflang tagy pro skoro ka\u017edou zemi na planet\u011b a dynamick\u00fd design pro mobiln\u00ed za\u0159\u00edzen\u00ed.\u00a0\tTechnick\u00e9 opravy a opravy na str\u00e1nce\u00a0Zab\u00fdv\u00e1n\u00edm se chyb v\u00a0redirektech a zdlouhav\u00fdch \u0159et\u011bzc\u00edch \u2013 n\u011bkter\u00e9 p\u0159ekra\u010dovaly po\u010det p\u011bti redirekt\u016f \u2013 byla jedna z\u00a0TOP priorit spole\u010dnosti Merkle a vy\u00fastila tak v\u00a0pozvolnou indexaci a zlep\u0161en\u00e9 hodnocen\u00ed ve v\u00fdsledc\u00edch. Odtud t\u00fdm p\u0159epsal cel\u00fd soubor robots.txt, kter\u00fd blokoval proch\u00e1zen\u00ed API, kter\u00e9 tato nov\u00e1 platforma pou\u017e\u00edvala k\u00a0vyz\u00fdv\u00e1n\u00ed kritick\u00e9ho obsahu na str\u00e1nce. Spole\u010dnost Merkle spravila probl\u00e9my se sitemapou, jako nap\u0159\u00edklad chyb\u011bj\u00edc\u00ed URL adresy a odstranila ne-indexovateln\u00e9 URL Adresy, aby tak narostla indexace sitemapy z\u00a0p\u011bti procent na skoro devades\u00e1t procent.\u00a0Klientovy \u0161ablony na nov\u00e9 platform\u011b pou\u017e\u00edvaly \u00a0\ttagy na n\u011bkolika r\u016fzn\u00fdch m\u00edstech ve valn\u00e9 v\u011bt\u0161in\u011b jednotliv\u00fdch str\u00e1nek. Spole\u010dnost Merkle tak vyhodnotila tyto \u0161ablony a rek\u00f3dovala p\u0159ebyte\u010dn\u00e9 titulkov\u00e9 tagy jako h1 skupiny. Opravila tak chyby v\u00a0odkazech, kter\u00e9 doslova zaplnily navigaci str\u00e1nky, p\u0159idali noindex tagy, kanonick\u00e9 tagy nebo redirekty pro v\u0161echny tenk\u00e9 a skoro-duplicitn\u00ed webov\u00e9 str\u00e1nky. D\u00e1le aktualizovali kontextu\u00e1ln\u00ed odkazy, HTML sitemapu a dokonce i z\u00e1pat\u00ed, aby poslali jak\u00fdsi srozumiteln\u00fd sign\u00e1l internetov\u00fdm vyhled\u00e1va\u010d\u016fm.\t\u00a0\tStrategie kl\u00ed\u010dov\u00fdch str\u00e1nek nap\u0159\u00ed\u010d celou webovou str\u00e1nkou, kter\u00e1 zahrnovala meta tag, ukotven\u00fd text a intern\u00ed odkazy, byla tak\u00e9 implementov\u00e1na. Skrze testov\u00e1n\u00ed spole\u010dnost Merkle identifikovala zp\u016fsoby, jak mohli podpo\u0159it odkazy str\u00e1nky v\u00a0zobrazov\u00e1n\u00ed se v\u00a0bohat\u00fdch p\u0159\u00edsp\u011bvc\u00edch ve v\u00fdsledc\u00edch vyhled\u00e1v\u00e1n\u00ed a aplikovali tyto techniky v\u00a0jejich kampan\u00edch, nav\u00fd\u0161ili tak viditelnost o stovky tis\u00edc dojm\u016f na kampa\u0148.\t\u00a0\tProbl\u00e9m s\u00a0hreflang tagy byl vy\u0159e\u0161en optimalizac\u00ed tag\u016f pro TOP str\u00e1nky, aby se znovu propojily sign\u00e1ly na ty spr\u00e1vn\u00e9 str\u00e1nky st\u00e1t\u016f, co\u017e redukovalo provoz nam\u00ed\u0159en\u00fd na nespr\u00e1vn\u00e9 verze webov\u00e9 str\u00e1nky.\t\u00a0\tV\u00fdsledek\u00a0D\u00edky snah\u00e1m spole\u010dnosti Merkle byl klient schopen nav\u00fd\u0161it po\u010det hodnocen\u00fdch kl\u00ed\u010dov\u00fdch slov na str\u00e1nce o t\u0159icet procent oproti \u00farovni p\u0159ed migrac\u00ed, co\u017e se rovn\u00e1 nav\u00fd\u0161en\u00ed o zhruba sedmdes\u00e1t dev\u011bt procent, kdy\u017e je to porovn\u00e1no s\u00a0p\u016fvodn\u00edm poklesem po migraci. Celkov\u011b se \u00fapln\u00fd po\u010det hodnocen\u00fdch kl\u00ed\u010dov\u00fdch slov zv\u00fd\u0161il o dev\u011bt procent (o dvacet \u0161est procent od \u00fapadku po migraci webov\u00e9 str\u00e1nky).\u00a0Organick\u00fd provoz webov\u00e9 str\u00e1nky z\u00a0Google nyn\u00ed p\u0159esahuje \u00farove\u0148, kterou m\u011bla webov\u00e1 str\u00e1nka p\u0159ed migrac\u00ed, zv\u00fd\u0161ila se zhruba o sto dvan\u00e1ct procent. Co je daleko d\u016fle\u017eit\u011bj\u0161\u00ed, opravy vy\u00fastily ve zhruba pades\u00e1ti \u0161esti procentn\u00edmu n\u00e1r\u016fstu b\u011bhem n\u011bkolika let v\u00a0long-form dokon\u010den\u00fdch p\u0159evodech, co\u017e je klientova hlavn\u00ed p\u0159evodov\u00e1 metrika.\u00a0Ka\u017ed\u00e1 migrace webov\u00e9 str\u00e1nky je trochu jin\u00e1 a nane\u0161t\u011bst\u00ed jsou ty \u0161patn\u00e9 migrace st\u00e1le b\u011b\u017en\u00e9, av\u0161ak tento uk\u00e1zkov\u00fd p\u0159\u00edpad a n\u00e1sledn\u00e1 p\u0159\u00edpadov\u00e1 studie je d\u016fkazem toho, \u017ee zotaven\u00ed z\u00a0takov\u00e9 \u0161patn\u00e9 migrace je mo\u017en\u00e9 s\u00a0t\u00edm spr\u00e1vn\u00fdm p\u0159\u00edstupem. Vedouc\u00ed marketingov\u00e9ho odd\u011blen\u00ed ve spole\u010dnosti Merkle, Cheryl Sansonetti a marketingov\u00fd koordin\u00e1tor Andrew Galuppo uvedli, \u017ee ocen\u011bn\u00ed Search Engine Land je v\u00fdsledkem t\u00fdmov\u00fdch snah. \u201eUzn\u00e1v\u00e1 a oslavuje na\u0161i skv\u011blou pr\u00e1ci, kterou odvedli na\u0161i zam\u011bstnanci a klienti spole\u010dn\u011b, na\u0161e t\u00fdmy pracuj\u00ed tvrd\u011b a r\u00e1di v\u00fdsledky oslavujeme mnoha r\u016fzn\u00fdmi zp\u016fsoby.\u201c                                                                                                                                                                                                                                                                                                                                                                                                "},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Jak rozto\u010dit \u0161patnou migraci webov\u00e9 str\u00e1nky do daleko vy\u0161\u0161\u00edho provozu a p\u0159evod\u016f","item":"https:\/\/www.wispra.cz\/jak-roztocit-spatnou-migraci-webove-stranky-do-daleko-vyssiho-provozu-a-prevodu\/#breadcrumbitem"}]}]