SEO migration of 75+ domains to Adobe Experience Manager for Toyota Motor Europe

A comprehensive solution for migrating and optimising global web content
Summary
Part of our ongoing collaboration with Toyota Motor Europe involved working on the SEO migration of more than 75 websites from the previous Tridion content management system to the modern Adobe Experience Manager (AEM) platform. This complex process included analysing the existing sites, planning the migration, assisting the local teams with URL mappings, an analysis of the potential impact of the migration on SEO visibility, performed on the basis of the content migrated, and checking the websites’ SEO health in the staging environment and directly after going live. We succeeded in either improving or maintaining the visibility of websites, which significantly increased their functionality and usability for our client.
Client
Industry
Automotive
Service
Technical SEO
Deliverables
Consulting, client education at the local level, websites audits in the staging and live environments, verifications, guidance on the processes and assisting local teams with precise mappings

Details

The challenge

The migration of 75+ websites from Tridion to Adobe Experience Manager.

The biggest challenge presented by our collaboration with Toyota Motor Europe was migrating over 75 websites from the outdated Tridion content management system to the modern Adobe Experience Manager (AEM) platform. It was a complex, multistage process that required a precise analysis of existing websites, careful migration planning, transferring the content and adapting it to the new standards and features of AEM. It was also essential to ensure that all the migrated websites would maintain high SEO standards in order to retain their search engine visibility.

In addition, the domains we migrated were from more or less all over the world. This meant that each domain had its own unique requirements in terms of copyright, privacy and industry standards, which complicated the migration process even further.

The solution

We created a plan of action that leveraged our technical SEO skills and experience and then carried it out:

  • we began the migration process by performing a detailed analysis of every single website. This enabled us to understand its structure and content;
  • we then developed a migration plan that encompassed migrating content and integrating it with the new features offered by AEM;
  • our use of Screaming Frog for audits and page analysis allowed us to conduct meticulous searches and identify potential issues which might affect the positioning of pages in search results;
  • we used Ahrefs to monitor backlinks and improve SEO strategies in order to ensure the best possible post-migration visibility for the pages;
  • we turned to Ahrefs, Google Analytics and Google Search Console when it came to preparing the old URLs for mapping with the new ones already on AEM;
  • the correctness of each mapping was double-checked to ensure that users will be satisfied with the redirections carried out;
  • for planning and documentation, we used MS Office.
Key results
  • The coordinated work method we established on the basis of our analysis of the services and regular checks of the website standards, ensured that we conducted a seamless migration
  • Our constant SEO support and effective collaboration with all the teams involved in the migration process meant that there was no significant reduction whatsoever in the pages’ visibility or organic traffic
  • Our honed, precise and effective communication with all the Toyota teams enabled us to avoid any errors with non-functioning pages or subpages