迁移wordpress_从将1000个博客文章迁移到WordPress中学到的经验教训

迁移wordpress

A corporate blog is a major cornerstone of any digital marketing strategy, right alongside the rest of the website, analytics, and of course email marketing.

企业博客是任何数字营销策略的主要基石，与网站的其余部分，分析以及电子邮件营销一样。

Spinning up a blog is a crucial first step for many organizations looking to increase their profile and attract more customers with content marketing. Today there’s a flurry of blogging platforms to choose from, many of them free to start, that can help kick off the process and turn even the smallest business into a powerhouse content publisher.

开设博客是许多希望通过内容营销吸引更多客户并吸引更多客户的组织的关键第一步。 如今，有众多博客平台可供选择，其中许多都是免费启动的，可以帮助启动流程，甚至将最小的企业变成强大的内容发布商。

But what if your company already has a blog?

但是，如果您的公司已经有博客该怎么办？

And what if that existing blog, and the platform it is run on, has been around for a decade?

如果现有博客及其运行平台已经存在了十年，那该怎么办？

This is the story of the team that inherited a ten-year-old blog and migrated it to a new platform to redesign the entire user experience, juice up organic search traffic, and keep content writers from throwing their laptops out the window in frustration.

这是该团队的故事，该团队继承了一个已有十年历史的博客并将其迁移到新平台，以重新设计整个用户体验，增强有机搜索流量，并防止内容编写者将笔记本电脑丢到窗外。

改变的时候了 (Time for a Change)

I joined Campaign Monitor a year and a half ago to run digital marketing.

一年半以前，我加入了Campaign Monitor，负责数字营销。

Campaign Monitor provides an elegantly simple email marketing platform for growing businesses. I’ve always been a huge fan of the product and team and was thrilled to be given an opportunity to be a part of it. The team has a rich and long history of blogging dating back to the early 2000’s. As a digital marketer, this is an amazing asset to inherit. Half of all of our content page views each month are attributed to our insightful blog posts on email marketing.

Campaign Monitor为成长中的企业提供了一个优雅简洁的电子邮件营销平台。 我一直是产品和团队的忠实拥护者，很高兴能有机会参与其中。 该团队拥有悠久的博客历史，其历史可以追溯到2000年代初期。 作为数字营销商，这是可以继承的惊人资产。 每月我们所有内容页面浏览量的一半归因于我们关于电子邮件营销的有见地的博客文章。

The flip side of inheriting a long-standing blog was inheriting a decade-old blog infrastructure. That part was a little less fun.

继承一个长期存在的博客的另一面是继承了一个拥有十年历史的博客基础结构。 那部分没那么有趣。

Our marketing team was growing quickly and we needed a modern content platform that could keep up with the scale of our content production. Our old blog infrastructure was incredibly difficult to use. Each post required a multi-step process of coding the pending blog post in HTML (most of the team used Dreamweaver to begin the process of publishing a final draft) and then copying and pasting into our platform for publishing. Any slight misstep in the coding phase had the potential to completely destroy the published post. This was a nightmare for our content team. Our content team is happy when they’re writing – not coding. Even when we did finally manage to publish a new post without issues the final product wasn’t SEO friendly or optimized for search. Our content production was the equivalent of pouring high-octane jet fuel into a rusty bicycle.

我们的营销团队发展Swift，我们需要一个现代化的内容平台，以跟上我们内容制作的规模。 我们旧的博客基础架构难以使用。 每篇文章都需要一个多步骤的过程，以HTML编码待处理的博客文章(大多数团队使用Dreamweaver开始发布最终草稿的过程)，然后将其复制并粘贴到我们的发布平台中。 编码阶段的任何轻微失误都可能完全破坏已发布的帖子。 这对于我们的内容团队来说是一场噩梦。 我们的内容团队在编写而不是编码时会很高兴。 即使我们最终设法成功地发布了新文章而没有任何问题，最终产品也不是SEO友好的，也不是针对搜索进行了优化的。 我们生产的内容相当于将高辛烷值的喷气燃料倒入生锈的自行车中。

We owed our content team something better.

我们欠内容团队一些更好的东西。

Given all of the pain we were experiencing we desperately needed a new blog, rebuilt from the ground up. Thus the “modernize our blog” project was born. This project would require some key internal alignment across a number of teams, including executives, product marketing, design, web development, operations, and content marketing.

考虑到我们所经历的所有痛苦，我们迫切需要一个从头开始重建的新博客。 因此，“现代化博客”项目诞生了。 该项目需要跨多个团队进行一些关键的内部调整，包括高管，产品营销，设计，网站开发，运营和内容营销。

经验教训1 –在出色的平台背后井井有条 (Lesson Learned #1 – Get Organized Behind an Awesome Platform)

To start we broke the project into major phases:

首先，我们将项目分为几个主要阶段：

1. Graphic design – Structure, categories, wireframes

   平面设计 –结构，类别，线框

2. Digital design – Coding, responsive look and feel

   数字设计 –编码，响应式外观

3. Data – exporting all URLs and categories, recategorizing and restructuring URLs, and server-side 301 redirects from the old to new URLs when live

   数据 –导出所有URL和类别，对URL进行重新分类和重组，以及服务器端301在启用时从旧URL 重定向到新URL

4. WordPress – Creating our new blog and hosting it, new commenting platform

   WordPress –创建我们的新博客并托管它，新的评论平台

Internally we used a simple spreadsheet as our “New Blog Launch Tracker”. The tracker contained the phases detailed above, as well as specific subtasks, owners, statuses, and dates. This tracker was meant to keep us all on track while also providing visibility to the other stakeholders involved. This was especially crucial as we had an international team working on the project across multiple timezones.

在内部，我们使用了一个简单的电子表格作为“新博客启动跟踪器”。 跟踪器包含上面详细介绍的阶段以及特定的子任务，所有者，状态和日期。 该跟踪器的目的是使我们所有人保持跟踪，同时还向其他相关人员提供可见性。 当我们有一个国际团队在多个时区工作该项目时，这一点尤其重要。

We aligned on WordPress as our blog platform for a few reasons. At my previous employer our entire web-presence was managed with WordPress. Both our head of content and head of organic acquisition had managed corporate WordPress accounts in the past. Our content planning tool integrated seamlessly with WordPress which would make publishing a breeze.

由于某些原因，我们选择将WordPress作为我们的博客平台。 在我以前的雇主那里，我们的整个网络存在都是由WordPress管理的。 我们的内容负责人和自然收购负责人过去都曾管理公司WordPress帐户。 我们的内容计划工具与WordPress无缝集成，这使发布变得轻而易举。

WordPress is a world-class blogging platform that our team knows well – it was the best choice for our needs.

WordPress是我们团队非常了解的世界一流的博客平台–这是满足我们需求的最佳选择。

经验教训2 –与有才华的数字设计师合作 (Lesson Learned #2 – Partner with a Talented Digital Designer)

We handled two of the first phases in tandem. Our digital designer (Mike Twigg) led the charge of creating our new blog look and feel while the data team took the first steps of exporting all our old URLs and recategorizing/restructuring them. Our design and product marketing teams spent time coming up with various options that would reflect our company and brand, eventually settling on a clean and simple three-column layout for the main page, with key hero imagery (a hero image is a big visual banner at the top of a page).

我们一前一后地处理了两个第一阶段。 我们的数字设计师( Mike Twigg )负责创建我们新的博客外观，而数据团队则采取了导出所有旧URL并对它们进行重新分类/重组的第一步。 我们的设计和产品营销团队花了很多时间提出各种选项，以反映我们的公司和品牌，最终在主页上采用整洁简单的三列布局，并附上关键的英雄形象(英雄形象是一个大的视觉横幅)在页面顶部)。

Our old blog design did not have a hero for our main blog pages or blog posts, so this meant that our design team was also taking on the hefty tasks of sorting out hero images for all of our existing content as well as our new ones. For our existing posts, we focused on our most recent and most popular posts and simply worked our way down. It was a tedious task, but was crucial to position our blog for future success.

我们以前的博客设计在主要博客页面或博客文章中没有英雄，因此这意味着我们的设计团队还承担着繁重的任务，即为我们所有现有内容以及新内容挑选英雄图像。 对于我们现有的帖子，我们专注于最新和最受欢迎的帖子，并且一直沿用至今。 这是一项繁琐的任务，但对于为将来的成功定位我们的博客至关重要。

Campaign Monitor is an email marketing platform for growing businesses. We wanted our new blog design to be crystal clear about that message. We stuck with three major themes that defined us as a company and brand:

Campaign Monitor是面向成长型企业的电子邮件营销平台。 我们希望我们的新博客设计能够清晰地传达该信息。 我们坚持将三个主要主题定义为公司和品牌：

• Elegant

  优雅

  • Clean and sharp design directly reflecting Campaign Monitor’s brand and messaging needed to be the top priority.
    直接反映Campaign Monitor的品牌和消息传递的整洁而锐利的设计是首要任务。

  Elegant

  优雅

• Simple

  简单

  • The majority of our blog traffic would continue to come from organic and email/marketing sources, not from site navigation.
    我们的大部分博客流量将继续来自自然资源和电子邮件/市场营销来源，而不是网站导航。
  • Clear hyperlinks and CTAs are crucial for driving the best behavior for the user and for Campaign Monitor.
    清晰的超链接和CTA对于为用户和Campaign Monitor带来最佳行为至关重要。

  Simple

  简单

• Readable

  可读的

  • As a content platform we wanted to highlight the content and minimize unnecessary distractions.
    作为内容平台，我们希望突出显示内容并最大程度地减少不必要的干扰。
  • We prioritized large fonts, title capitalization, hero imagery, supporting imagery and callouts (quotes, statistics, etc.) over anything not directly related to consuming the blog content.
    我们优先考虑大字体，标题大写，英雄图像，支持图像和标注(引号，统计信息等)，而不是与使用博客内容没有直接关系的任何事物。

  Readable

  可读的

经验教训＃3 –与出色的网络工程师合作 (Lesson Learned #3 – Partner with a Brilliant Network Engineer)

While the redesign was moving forward, our network engineer (Tynan Young) from our operations team exported our 1,000+ historical blog posts so we could begin the recategorization phase. Picking our new categories and blog category URLs required alignment across our executive team as well as our head of organic acquisition.

在重新设计的过程中，我们运营团队的网络工程师( Tynan Young )导出了1000多个历史博文，以便我们可以开始重新分类阶段。 选择我们的新类别和博客类别URL要求我们的执行团队以及有机收购负责人保持一致。

Once the team was aligned on our new categories, I moved the project to Excel, and recategorized and restructured all of our existing blog posts. (Nerdy side note – a few of my favorite Excel formulas, particularly for a project like this, are the simple text-to-columns, concatenate functions, and the trusty VLOOKUP). As we were working on this phase of the project on the data side we had our hands full keeping up with our content team as they continued to publish new content on the existing blog platform.

一旦团队适应了我们的新类别，我便将该项目移至Excel，并对所有现有博客文章进行了重新分类和重组。 (讨厌的旁注–我最喜欢的一些Excel公式，特别是对于像这样的项目，是简单的text-to-columns ， concatenate函数和可信赖的VLOOKUP )。 当我们在数据方面进行项目的这一阶段时，我们竭尽全力与内容团队保持联系，因为他们继续在现有博客平台上发布新内容。

Here’s an example of one of the existing blog URLs at the time, and its new counterpart:

这是当时一个现有博客URL及其新副本的示例：

Example: The 15 most powerful words in subject lines

示例： 主题行中最强大的15个单词

• https://www.campaignmonitor.com/blog/post/4210/power-words-in-email-subject-lines/ (Previous)

  https://www.campaignmonitor.com/blog/post/4210/power-words-in-email-subject-lines/ (上一个)

• https://www.campaignmonitor.com/blog/email-marketing/2014/06/power-words-in-email-subject-lines/ (New)

  https://www.campaignmonitor.com/blog/email-marketing/2014/06/power-words-in-email-subject-lines/ (新)

Once we were ready with all the new URLs our network engineer handled all the 301 redirects from the previous URLs to make sure we drove all our historical traffic to the right place.

一旦我们准备好所有新的URL，我们的网络工程师就会处理来自先前URL的所有301重定向，以确保我们将所有历史流量吸引到正确的位置。

经验教训＃4 –与出色的Web开发人员合作 (Lesson Learned #4 – Partner with a Brilliant Web Developer)

The next step was to begin the build of our new blog. We chose WordPress as our content management system, Disqus as our commenting platform, and Rackspace as our hosting provider. From here we changed the mold a bit and took a unique approach to our blog infrastructure.

下一步是开始构建新博客。 我们选择WordPress作为我们的内容管理系统，选择Disqus为我们的评论平台，并选择Rackspace作为我们的托管服务提供商。 从这里开始，我们改变了模式，并采用了独特的方法来构建博客基础架构。

Our web developer (Ash Durham) wanted “the best of both worlds” for our blog: (1) the ease of use and familiarity that WordPress would give our internal users, with (2) the inherent security and speed of our marketing website for the final “product”. This custom setup allows us to have a WordPress environment accessible by our employees to create, organize, draft, and publish new blog posts. That environment sits behind our internal network with the WordPress environment acting as our staging environment. Once we are happy with the modifications at any given time, we kick off the process to “generate files” from within WordPress. This process utilizes a number of technologies (PHP, Python, Bash, GIT) to eventually make the static files of the blog live on https://www.campaignmonitor.com/blog/.

我们的网络开发人员( Ash Durham )希望博客能够“两全其美”：(1)WordPress将给我们的内部用户以易用性和熟悉性，以及(2)我们的营销网站固有的安全性和速度最终的“产品”。 通过这种自定义设置，我们的员工可以访问WordPress环境，以创建，组织，起草和发布新的博客文章。 该环境位于我们内部网络的后面，而WordPress环境充当了我们的暂存环境。 一旦我们对给定时间的修改感到满意，我们便开始了从WordPress内部“生成文件”的过程。 该过程利用多种技术(PHP，Python，Bash，GIT)最终使博客的静态文件在https://www.campaignmonitor.com/blog/上有效 。

Traditional WordPress plugins that require interaction back and forth between published blog posts and WordPress will not work with our setup but that’s a tradeoff we were happy to make to have the speed and security of our website for all our blog posts.

需要在已发布的博客文章和WordPress之间来回交互的传统WordPress插件无法在我们的设置中使用，但这是一个折衷方案，我们很乐意为所有博客文章提供网站的速度和安全性。

When we were finally ready to make the actual push and go-live our web developer and network engineer took over. We did a final migration of any of the most recent blog posts we might have missed, as well as any of our latest comments on any of our historical posts, into our new platform.

当我们终于准备好进行实际推广时，我们的Web开发人员和网络工程师接管了工作。 我们将我们可能会错过的任何最新博客文章以及对任何历史帖子的任何最新评论进行了最终迁移，都迁移到了新平台中。

We chose to go-live late on a Sunday. We took down the old blog and pushed the new WordPress blog live in its new home. We then pushed the 301 redirects and our new blog to the world.

我们选择在周日晚些时候上线。 我们删除了旧博客，并将新的WordPress博客推送到了新家中。 然后，我们将301重定向和新博客推向了世界。

结果 (Results)

Most marketing projects are measured by some sort of success metric.

大多数营销项目都是通过某种成功指标来衡量的。

For this project I was mostly concerned about failure.

对于这个项目，我最担心失败。

Any hiccups in our blog migration would have large negative impacts to our search volume, traffic, organic rankings, and therefore our revenue targets. If we restructured 1,000+ blog URLs on an entirely new platform and saw no effect on our traffic numbers I would be thrilled.

我们博客迁移中的任何障碍都会对我们的搜索量，流量，自然排名以及我们的收入目标产生巨大的负面影响。 如果我们在一个全新的平台上重组了1,000多个博客URL，并且对访问量没有影响，我会很高兴。

The actual results of our blog migration, from a data standpoint, were outstanding.

从数据的角度来看，我们的博客迁移的实际结果非常出色。

While we were hoping to move to a new platform without breaking anything, we saw a 50% increase in organic search traffic to our blog month over month, leading to an 8% increase in total unique users to our marketing website month over month. Our original platform really wasn’t doing us any favors, particularly on the organic search side, and was often delaying or complicating our ability to publish new blog posts on-time. Combine that with the benefits of a very modern blog infrastructure optimized for organic search and the results definitely speak for themselves. Our content team loves the new platform. Key integrations keep our content production on schedule and our content producers happily writing instead of performing other mundane tasks.

虽然我们希望在不破坏任何内容的情况下迁移到新平台，但我们看到博客的自然搜索流量环比增长了50％，导致营销网站的唯一身份用户总数环比增长了8％。 我们最初的平台确实并没有给我们带来任何好处，尤其是在自然搜索方面，并且经常延迟或使我们按时发布新博客帖子的能力变得复杂。 将其与针对有机搜索进行了优化的非常现代的博客基础架构的优势相结合，结果肯定是不言而喻的。 我们的内容团队喜欢这个新平台。 关键集成使我们的内容制作如期进行，我们的内容制作者愉快地编写而不是执行其他平凡的任务。

Come check out our new blog and let us know what you think: https://www.campaignmonitor.com/blog/

快来查看我们的新博客，让我们知道您的想法： https : //www.campaignmonitor.com/blog/

翻译自: https://www.sitepoint.com/lessons-learned-from-migrating-1000-blog-posts-to-wordpress/

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