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AMITABH BACHHAN'S SPEECH AT THE NDA

‘It would be a travesty against your honour but to speak plainly here among you. You are the ultimate guardians of our nation, our culture, our civilisation. As guardians, you are not only trained as preservers of our peace, but also as warriors for our battle. You are not only trained to protect life, but to take life, and give your own. Your vocation is our life and our death, both collectively and individually.’

‘The hard truth of the matter is that the military is the formal institution of the state for the conduct of violence. The military in a democracy is the formal institution of the state for the conduct of legitimateviolence.’

‘We can only have good government of a nation if its individuals first govern themselves well, follow the script of citizenry. Good government is thus mirror to good self-government. This brings good citizenship for all. And to be that citizen is to understand the value of self-discipline.’

‘Since ancient times, in a Democracy, the blueprint for human flourishing has always been that of the citizen-soldier, wherein freedom and self-discipline can only exist if allied to each other in the most strenuous embrace.’

‘Forgive me if I repeat myself, but I cannot impress upon you strongly enough the importance of self-discipline to the flourishing of our country and its freedoms. I would go to the extent of wishing your training as compulsory for all of us, for civilian life.’

‘Think carefully: there is a vast gulf between those two statements, because of one word: legitimacy.

The authority of legitimacy is given by that democracy, invested in you. It is given over on behalf of its citizens to you. It is a sacred responsibility and its weight that you have vowed to carry is the heavy burden of the exalted. It is a grave and noble endeavour when directed accordingly. When not, without legitimacy, it is tyranny.’

‘You of the National Defence Academy, you are exemplary model to our whole culture. In you, the example has been set.

For this reason, I here take the opportunity to remind you that as much as you are soldiers, you too are citizens of a dream.’

‘I spoke earlier of dreams. I spoke that both you and I share a common purpose in the pursuit of dreams. That dream which you have undertaken to perform for the sake of others is the dream of a democratic republic. The dream of democracy for our nation is the dream of a benevolent justice, a fairer and more equitable life for all citizens.

We have a dream. It is a dream of India.’

‘For ultimately, one doesn’t fight best for one’s country as a sheer geographical entity. One fights best for what that country stands for, for its dream.

And I want to see a great dream, a higher one, a stronger dream among us. I want to push that founding dream of Independence and take it further: march on it, sail it, fly with it. Inheritors as we are of long and magnificent civilizations, I want us to merit their legacy, to aim to meet their distinction, even surpass them if we can. This requires the kind of vision from us that may strain the imagination. Inheritors as we are of our own great civilizations, we now have the potential to reach beyond to the wider world to find that vision.’

‘For our world is now truly a global one, and now, more than ever before, the wealth of all its civilisations is our oyster. Its rich pearls are ours to partake in as we choose: they are ours to share.’

‘Think about it: I would like to put an example to you of what I mean.

Democracy itself was indeed a kind of ‘import’ to India to begin with. We looked out, beyond our shores, and saw that it was good. We took the good in it and made it our own, and the largest democracy on earth at that. If we have the cultural confidence to do such a thing, may we reach further, and again, for more.

The dream of democracy came from the world of the Ancient Greeks into modernity. It was imported and re-vamped first to Enlightenment Europe. Then the United States of America imported it for their own use and re-shaped it to their own needs, re-exporting it again back to Europe, where again it was adapted, and from there, to the rest of the world. Quite a circuitous route. Do we, now, think of democracy in India as a foreign imposition, an alien import? If so, from where, exactly? No: we claim it as our own.

But let us return to Ancient Greece for a moment, to another speck of dust that lodged itself in the shell of a civilisation, and encrusted, turned jewel.’

‘I would like to tell you a martial story that will amaze you. It is of Pergamon, an Ancient Greek civilisation that existed on the shores of present-day Turkey. This story is known because of a war memorial they left behind. It was to celebrate a victory over invading Celts, and they erected this monument at the very centre of their great city, before the temple to their gods. It consisted of a series of figures struggling against their mortal wounds, their accoutrement of war still in hand. They were beautiful, noble and defiant until their dying end. These figures of war, these warriors, were given the ultimate prize, immortalised in sculpture for the ages, to be held up above the citizenry in remembrance of their greatness.’

‘But here is the rub; here is what startles: these great warriors are depictions of the Celts, their enemy in battle, over whom the Pergamenes were soundly victorious.’

‘Think upon it, it is extraordinary. These people of Pergamon immortalised their enemy in noble memorial. These people were strong enough, confident enough in their own culture, to remember their own victorious dead by saying, “Our enemy was great and noble and died with dignity. In our victory over them, so we are all the greater, all the nobler, all the more dignified.” ’

‘To vilify one’s foe is to fear them: it ultimately dehumanizes both parties equally. True victory over one’s enemy is to conquer such fear. Fear and wrath: they blind, they betray good judgment, they poison the noble spirit. Pergamon did not make monsters of their enemy to defeat them: these were a people strong enough to acknowledge the dignity and humanity of their sworn foe despite war and death, for they knew that to make monsters of the enemy is to become monstrous oneself. Their victory was greater.’

‘The measure of true greatness of an individual, as much as of a country, is to understand this truth. Against such greatness, no adversary can ever win out, no other civilisation can overcome such a fatal embrace.’

‘I urge you to keep this example in mind in the present climate of fear against terrorist threat from within, and threat to our borders from without. If we are afraid, feel under threat, then we are already gravely weakened, for fear is the most powerful weapon an enemy can possess. Reflect upon the Pergamenes and their cultural confidence. Their greatest valour was the overcoming of such fear. We can do the same, we must do the same, if we want to win out.’

‘You in the Armed Forces have a more specific power, as the formal and embodied institution of the state for the conduct of legitimate violence.

The wisdom of force is that it is always more powerful as an idea, a potential, than an actuality. And force is always most powerful when it is has moral worth: legitimacy. The justice of good character as a moral entity is the greatest of disciplines in such a context. It is to marshal the mind to clarity against chaotic fear. It is to direct the heart to virtuous endeavour without wrath. It is to act with such a mind and heart. And that justice of good character then becomes an end in itself.

If we need you to protect our national character, then we need you more characterful than most.

If we need you to protect our civilisation, then we need you more civilized than most.

If we need you to protect our humanity, then we need you more humane than most.

If we need you to protect our dream of a nation, then we need you more idealistic than most.’

‘You are the elite of our military establishment. You will soon take up the grave weight of guarding its ethos. The very nature of your position as officers will require you not only to perform orders, but to make them.

As much as you have learned from your time here at the National Defence Academy, so it will be your duty to teach its lessons to those who perform your order. To command, to lead, is to educate, and through that education, bring true and enduring inspiration to those who follow you. The duty of all education is to pass it on. Pass it on, and you will bring honour with you, wherever you venture.’

‘I trust you to look to your own insignia, the symbol of the National Defence Academy, for there you will constantly re-discover your own meaning, value, inspiration. There you will find our dream, and your own as well.

The depiction of all three services – the crossed swords, the anchor and the Himalayan eagle – therein demonstrates the equality of camaraderie, fellowship, in fact, fraternity. The Ashoka capital, the symbol of ancient India and our new republic at once, remembers the persistence of our great civilisation and civilizing culture, and your vow to uphold it. ‘Sevo paramo Dharma’ is your dignity.

But the point of the symbol is in its unity. The unity of the mind, the body and the spirit; the individual and the collective; the dream and the actuality of legitimate violence; our past, our present, our future. The balance of parts that makes the whole.

Democracy itself only works to our benefit when it mirrors this unity: when we are a commonwealth of citizens and we understand the necessity of the balance of our various parts. Your unity of the Armed Forces likens the mind to the unity of Liberty, Equality and Fraternity as the core of a democracy: each one can only exist and flourish in relation to the other two parts.

So symbols harness our manifold thoughts together in contemplation.

But symbols also teach. And they don’t just teach once. They teach perpetually, through the ages. Remember your symbols, hold them sacred, revere them, for their meaning endures beyond our own brief mortality. We are all humble before them and equal in humility, for meaning is what endures before us and beyond us: it is our greatest heritage and will be our greatest legacy.

Symbols teach us to be ourselves, to remain ourselves, to endure ourselves, to act ourselves, to perform ourselves, together.

Your insignia, your emblem, that of the Academy, is not finished with you yet, though many of you will soon depart to your separate futures. Keep your emblem close, and you will be taught again and again. Being taught, so you must go out and teach by word and example, for when you leave the Academy, you become part of that insignia, symbol yourselves.’

‘Your duty, your dharma, is not a given. It is not any particular order, directive, institution, structure. The military can give you your vocation in life, meaning, cause, so many other things of untold value. But as an individual, your dharma is ultimately your own duty alone and you will forever be answerable to your own conscience: it is your ultimate judge of merit as a human being.’

‘You have your duty as a military officer. More so you have your duty as a citizen of India. But ultimately, you have your duty as a human being. Your greatest duty is to live all three together with good conscience, in good character, and daily, with vigilance. It is a formidable task for any of us, but the good one, the right one, the path of dignity.

Then you will serve yourselves, your profession, and your country as one.

This is our dream. Be it, live it, do it. ‘

…. And then ending it all with the inspirational ‘AgniPath’.

I felt proud. I felt statesmanlike. I felt I missed being in such an institute !!

Major Mohan Kumar, who was put in charge of receiving and dropping me off was a qualified ex cadet of the institute, now brought down through recognized qualification to conduct activities among the cadets – a position of great envy, I am told. This is a prestige appointment and the Major felt happy and proud to be worthy to be positioned back. He had served with distinction in Kashmir fighting the insurgents and narrated many incidents of him and his team on mission. But the one that alarmed me most was the revelation, that, the army follows a given ethical code of warfare, even when they fight intruders. The insurgents do not wear uniform and therefore do not qualify as an army as such. But if they carry a weapon then the army has the right to attack them. However, the ethics in civilian war of this kind is that they are not to open fire until the enemy does so. So the forces wait in the most difficult terrain and circumstances till such act occurs. The other factor is that if the militant after opening fire were to drop his weapon, the army cannot attack him, for he, because of his disposition, then becomes a civilian and the civilian as per ethics of the armed forces cannot be attacked or fired upon. The ultimate results therefore are that the army become sitting ducks almost at the guile and mercy of the insurgent. The loss of personnel, officers and jawans of the forces then becomes an imminent factor for consideration. We lose our men in these grave circumstances, in excess of what they would, in fair and rightful warfare.

What an unfair disadvantage !!

It has been unfair too on my part to have kept you so long and in such severe circumstances.

Rest well dear ones … for me the night at 1:42 is still young and … twitterable !!

Love and much much more .. salut`e

TIME TO LEAVE NDA

THE PASSING OUT PARADE

Squadron spirit was essential. They would all go to cheer the Squadron Teams whenever a match was in progress. As a good all-round athlete, he had played Football, Hockey, Squash and Tennis for the Squadron, right from his first term. They would be cheered as a team, even with first termers playing. The Squadron fund would pay for their post match soft refreshments like Cokes and peanuts. Camaraderie was built up this way, to stand them in good stead later. The NDA stamp was all embracing, the very word establishing rapport. Yes, those were the formative years that had developed in him a sense of belonging to his unit, whichever it be. This was the most enduring of relationships, which would continue life-long. In fact, there was an occasion when the three Service Chiefs were course-mates from their salad days.

His three year stay had passed off so rapidly that many occurrences had been forgotten. Ragging and punishment was history, condemned to the remotest corner of one's brain. The change of stream was the wisest decision of his life, even though his Naval course-mates were Commissioned one full year before him while the Army cadets had gained six months over him, their Commissioning being that much earlier. One never thought about such mundane things; it was infra dig. He had been appointed the SCC of his Squadron, a matter of great pride, as he had excelled in sports and done fairly well in Academics.

But he got his greatest thrills in Gliding. They were flying the venerable British Sedbergh T-21B Glider, and were allowed a total of sixty launches before appearing for a Solo Check with the Flight Commander, where one either failed passed. The check consisted of two Sorties, the second being a test of reflexes in case of any failures, like the tow-line attached to the winch snapping during the climb out, etc. He had passed and was presented his wings by the Flight Commander. He had shown great promise and flew five dual sorties with his instructor pilot, who then cleared him for three solo sorties, all on the same T-21B, with a 60 Kilo pack as ballast in the vacant seat. He was the only cadet permitted to fly the Eon Baby, an aerobatic single-seat ultra-light glider. He recalled hitting a thermal and climbing upto 6,000 feet above ground, 5,000 feet higher than he had ever been before. NDA when seen from the air was a magnificent spectacle. Seeing the historic fort of Sinhagad below him was yet another truly awe-inspiring picture. From that day onwards, he had decided that he would become a fighter pilot. 

He remembered his Passing-out Parade with nostalgia. As the SCC, he commanded his Squadron through the parade till it was time to separate from his boys and line up in sixes to march up towards the 'Quarter Deck' as the large dais was called. There was a mast with sails, much like the ships of the past. The National Flag fluttered with glory at the peak and the NDA Flag was one level below it, followed by the Colours of each Squadron. He remembered the final salute as they reached abeam the Mast, marching past in Slow Order. The other Cadets also marched away in Slow Order and the view from Big Ben showed the symmetry of the two lots of Cadets marching away from each other. This view was truly magnificent, to say the least.

The rest of the day went in a haze, with felicitations all round. He had taken his parents to meet the Commandant of the Academy, a two-star General in those days. They also met the Home Minister who had presided over the Parade and taken the Salute. How they reached home remained a blur in the distant past, travelling with proud parents who recounted the experience of the three days that they had spent in the NDA with their son. First the round of the Campus in a coach, with a smartly dressed cadet as guide and historian, boating on Khadakwasla Lake, the three-hour Cultural Show, the Dinner Night, the Polo match and the various displays put up by the other Cadets for their benefit.  What a dream that was, all of forty-five years ago.

ANYONE CAN WRITE BLOGS

WRITE YOUR OWN BLOGS

Anyone can start a blog but not everyone knows how to write a blog people actually want to read. What can bloggers do to keep visitors coming back for more again and again after their initial visit? Every effort on your blog impacts your readers from your content to your design and everything in between. Take a look below for more insight into how to write a blog people want to read.

Elements and Features of a Blog People Want to Read

The most important part of any blog is what you have to say and how you say it. People will return to your blog if they like what you write about a specific subject and they like your writing style. With that in mind, your blog should be written in a tone appropriate to your blog topic. Keep it personable so as to invite interaction through blog comments and links back to your blog from other bloggers who like what you write. Here are some more articles to help you create the elements and features of your blog that will make people more likely to return:

• Create Your Blog's Home Page
• Making Your "About Me" Page Shine                                             

  Writing Blog Posts

  Writing blog posts people want to read is a matter of speaking honestly and openly about a subject you're passionate about. The more you promote your blog, the more people will find it and the greater likelihood that some of those people will read what you have to say, like it, and return. Therefore, your blog posts need to be dynamic, interesting and enjoyable. Take a look at the following articles for more information and tips to help you write great blog posts:
   

  Introduction to a Blog Post:

  A blog post is the most important part of your blog. Your posts are the entries that take up at least 75% of the screen space on your blog's site. Blog posts appear in reverse chronological order, so your blog stays timely, fresh and meaningful to visitors. It's your current content (in the form of blog posts) that will keep readers coming back to your blog again and again to read what you have to say about your blog's topic. 
  
  
  

  The title of your post is basically a headline. It is meant to lure readers in and entice them to read more. At the same time, blog titles are a useful tool in terms of search engine optimization. Search engines value titles strongly in ranking results and using popular keywords in your blog titles can help drive traffic to your blog. Just be careful to use keywords that are relevant to your blog post's content else your title could be considered spam by search engines and negatively affect the traffic sent to your blog.

  Blog Post Publication Date:

  Since blogs are most successful when they are updated frequently and provide timely content, readers will check the publication dates of your posts to determine the value of your blog. Blog posts that are published erratically with long gaps of time between posts are typically considered to be less valuable than blogs that offer more current and consistent posts.

  Blog Post Author Byline:

  The blog post's author byline is important to identify who wrote each post and is particularly important for blogs that are written by multiple authors. Furthermore, the author byline typically provides a link to your About Me page, which provides additional promotion for you and your blog.

  Images in Blog Posts:

  Images provide more than just color and visual relief from text heavy web pages on a blog. They also act as another way you can drive traffic to your blog. Many people perform keyword searches through search engines for the purpose of finding images and pictures online. By strategically naming the images you use in your blog posts to match relevant keyword searches, you can drive some of that image search traffic to your blog. Just make sure the images you use enhance your blog rather than detract from your blog and confuse your readers.

  Links and Trackbacks in Blog Posts:

  Most blog posts include links within the content of the post. Those links are used for two purposes. First, links are used to cite an original source of information or an idea used in a blog post or to provide additional information beyond the scope of your post. Second, they provide a breadcrumb trail and a tap on the shoulder to bloggers whose posts you are linking to in the form of a trackback. A trackback generates a link on the blog you're linking to in your post, which acts as an additional source of traffic to your blog as readers on that blog are likely to click on the trackback link and find your blog.

  Blog Post Comment Section:

  Aside from your blog post content, blog comments are the most important part of your blog. Comments are where your readers have an opportunity to join the conversation. It's essential to the success of your blog that you respond to the comments left by your readers to show you value them and to further build the two-way conversation on your blog and the sense of community your blog creates.
  This post is cross-linked with genelius 

NaMo's Gujarat

 JUDGE FOR YOURSELF

 Narendra Modi

Recently, India's most well-known film script-writer Salim Khan (popular actor Salmaan Khan's father) asked a senior journalist in an interview: "Does anyone remember who the Chief Minister of Maharashtra was during the Mumbai riots which were no less deadly than the Gujarat riots of 2002?
 

Does anyone recall the name of the Chief Minister of UP during Malliana and Meerut riots or that of the Bihar CM when the Bhagalpur or Jamshedpur riots under Congress regimes took place?

Do we hear names of earlier Chief Ministers of Gujarat under whose charge, hundreds of riots took place in post-Independence India?

Does anyone remember who was in-charge of Delhi's security when the 1984 massacre of Sikhs took place in the capital of India?

How come Narendra Modi has been singled out as the Devil Incarnate as if he personally carried out all the killings during the riots of 2002?"

No speck of doubt about what Salim Khan has said.

• When one says Gujarat's agriculture growth is 10-11% since whole last decade,the other says 2002 Riots!

• When one says he made the Asia's biggest solar plant,the other says 2002 Riots!

• When one says Gujarat is the only state in the whole of India to provide 24*7 and 365 days electricity to almost all of its 18,000 villages,the other says 2002 Riots!

• When one says - World Bank's statement of 2011 said, Gujarat roads are equivalent to international standards,the other says 2002 Riots!

• When one says Gujarat is the first State in country to have "high speed wireless Broadband service in its all 18,000 villages,the other says 2002 Riots!

• When one says Forbes Magazine rated Ahmadabad as the fastest growing city in India and 3rd in the world,the other says 2002 Riots!

• When one says Gujarat Tourism is growing faster than ever before,the other says 2002 Riots!

• When one says according to Central Govt's Labour Bureau's report, Gujarat has the lowest unemployment rate in country,the other says 2002 Riots!

• When Narendra Modi is being chosen as the best current Indian leader in almost all surveys & polls again and again, the other says 2002 Riots!

• When one says 2003-2013 are the only 10 straight years in Gujarat history which are totally riot-free,the other STILL says 2002 Riots!

But when we remind them about riots which occurred during Congress and in Communist Party rule :

1947
Bengal....5,000 to 10,000 dead ...CONGRESS RULE. 

1967
Ranchi....200 DEAD..........CONGRESS RULE.

1969
Ahmedabad...512 DEAD........CONGRESS RULE.

1970
Bhiwandi....80 DEAD.............CONGRESS RULE.

1979
Jamshedpur..125 DEAD......CPIM RULE (COMMUNIST PARTY)

1980
Moradabad...2,000 DEAD...CONGRESS RULE.

1983
Nellie Assam.....5,000 DEAD...CONGRESS RULE.

1984
anti-Sikh Delhi...2,733 DEAD...CONGRESS RULE

1984
Bhiwandi....146 DEAD....CONGRESS RULE

1985
Gujarat.....300 DEAD..CONGRESS RULE

1986
Ahmedabad......59 DEAD.....CONGRESS RULE

1987
Meerut....81 DEAD...CONGRESS RULE

1989
Bhagalpur......1,070 DEAD......CONGRESS RULE

1990
Hyderabad......300 PLUS DEAD....CONGRESS RULE

1992
Mumbai....900 TO 2000 DEAD....CONGRESS RULE

1992
Aligarh....176 DEAD.....CONGRESS RULE

1992
Surat.......175 DEAD.....CONGRESS RULE

they become totally deaf ..................because they have no answer.

Congress is a government of hypocrites.

The youth of India says:............

We are not interested in 2002, We are interested in 2022.
I received this via email and am forwarding it to you all.

Please share it to as many you can

Web Site Migration Guide - Tips For SEOs

WEB SITE MIGRATION GUIDE-TIPS FOR SEOs

Site migrations occur now and again for a various reasons but arguably are one of those areas many SEOs and site owners alike do not feel very comfortable with. Typically, site owners want to know in advance what the impact would be, often asking for information like potential traffic loss, or even revenue loss. On the other hand, SEOs need to make sure they follow best practice and avoid common pitfalls in order to make sure traffic loss will be kept to a minimum.
Note: The site migration process is concise and there are several alternative or complimentary activities, depending on the size of the web site as well as the nature of the undertaken migration.Hopefully, this post should prove useful to SEOs and web masters alike.

Phase 1: Establishing Objectives, Effort & Process

This is where the whole migration plan will be established taking into account the main objectives, time constrains, effort, and available resources. This phase is fundamental because if essential business objectives or required resources fail to get appropriately defined, problems may arise in the following phases. Therefore, a considerable amount of time and effort needs to be allocated in this stage.

1.1 Agree on the objectives

This is necessary because it will allow for success to be measured at a later stage on the agreed objectives. Typical objectives include:

• Minimum traffic loss
• Minimum ranking drops
• Key rankings maintenance
• Head traffic maintenance
• All the above

1.2 Estimate time and effort

It is really important to have enough time in your hands, otherwise you may have to work day and night to recover those great rankings that have plummeted. Therefore, it is important to make sure that the site owners understand the challenges and the risks. Once they understand that they, it is more likely they will happily allocate the necessary time for a thorough migration.

1.3 Be honest (...and confident)

Every site migration is different. Hence previous success does not guarantee that the forthcoming migration will also be successful. It is important to make your client aware that search engines do not provide any detailed or step-by-step documentation on this topic, as otherwise they would expose their algorithms. Therefore, best practice is followed based on own and other people’s experiences. Being confident is important because clients tend to respect more an expert's authoritative opinion. This is also important because it can impact on how much the client will trust and follow the SEO's suggestions and recommendations. Be careful not to overdo it though, because if things later go wrong there will be no excuses.

1.4 Devise a thorough migration process

Although there are some general guidelines, the cornerstone is to devise a flawless process. That needs to take into consideration:

• Legacy site architecture
• New Site architecture
• Technical limitations of both platforms

1.5 Communicate the migration plan

Once the migration process has been established it needs to be communicated to the site owner as well as to those that will implement the recommendations, usually a web development team. Each part needs to understand what they are expected to do as there is no space for mistakes, and misunderstandings could be catastrophic.
Most development agencies tend to underestimate site migrations simpl because they focus almost exclusively on getting the new site up and running. Often, they do not allocate the necessary resources required to implement and test the URL redirects from the old to the new site. It is the SEO’s responsibility to make them realise the amount of work involved, as well as strongly request the new site to move first on a test server (staging environment) so implementation can be tested in advance. No matter how well you may have planned the migration steps, some extra allocated time would always be useful as things do not always go as planned.
In order for a website migration to be successful, all involved parts need to collaborate in a timely manner merely because certain actions need to be taken at certain times. If things do not seem to go the desired way, just explain the risks ranging from ranking drops to potential revenue loss. This is certainly something no site owner wants to hear about, therefore play it as your last card and things are very likely to turn around.

1.6 Find the ideal time

No matter how proactive and organised you are, things can always go wrong. Therefore, the migration shouldn't take place during busy times for the business or when time or resources are too tight. If you're migrating a retail site, you shouldn't be taking any risks a couple of months before Christmas. Wait until January when things get really quiet. If the site falls into the travel sector, you should avoid the spring and summer months as this is when most traffic and revenue is being generated. All that needs to be communicated to the client so they make an ideal business decision. A rushed migration is not a good idea, thus if there isn't enough time to fit everything in, better (try to) postpone it for a later time.
Phase 2: Actions On The Legacy Site
There are several types of site migrations depending on what exactly changes, which usually falls under one or more of the following elements:

• Hosting / IP Address
• Domain name
• URL structure
• Site Architecture
• Content
• Design

The most challenging site migrations involve changes in most (or all) the above elements. However, for the purposes of this post we will only look at one of the most common and complicated cases, where a web site has undergone a radical redesign resulting in URL, site architecture and content changes. In case the hosting environment is going to change the new hosting location needs to be checked for potential issues. Whoishostingthis and Spy On Web can provide some really useful information. Attention needs to be paid also on the geographic location of the host. If that is going to change, you may need to assess the advantages/disadvantages and decide whether there is a real need for that. Moving a .co.uk web site from a UK-based server to a US one wouldn't make much sense from a performance point of view.
In case the domain name is changing you may need to consider:

• Does the previous/new domain contain more/less keywords?
• Are both domains on the same ccTLD? Would changing that affect rankings?

2.1: Crawl the legacy site

Using a crawler application (e.g. Xenu Link Sleuth, Screaming Frog, Integrity for Mac) crawl the legacy site making sure that redirects are being identified and reported. This is important in order to avoid redirect chains later. My favourite crawling app is Xenu Link Sleuth because it is very simple to set up and does a seamless job. All crawled URLs need to be exported because they will be processed in Excel later. The following Xenu configuration is recommended because:

• The number of parallel threads is very low to avoid time outs
• The high maximum depth value allows for a deep crawl of the site
• Existing redirections will be captured and reported

Custom settings for site crawling with Xenu Link Sleuth

2.2 Export top pages

Exporting all URLs that have received inbound links is more than vital. This is where the largest part of the site’s link juice is to be found, or in other words, the site’s ability to rank well in the SERPs. What you do with the link juice is another question, but you certainly need to keep it into one place (file).
Open site explorer
Open Site Explorer offers a great deal of information about a site’s top pages such as:

• Page Authority (PA)
• Linking Root Domains
• Social Signals (Facebook likes, Tweets etc.)

In the following screenshot, a few, powerful 404 pages have been detected which ideally should be 301 redirected to a relevant page on the site.

Majestic SEO
Because Open Site Explorer may haven’t crawled/discovered some recent pages, it is always worth carrying out the same exercise using Majestic SEO, either on the whole domain or the www subdomain, depending on what exactly is being migrated. Pay attention to ACRank values, pages with higher ACRank values are the most juiciest ones. Downloading a CSV file with all that data is strongly recommended.

Webmaster tools
In case you don’t have a subscription to Open Site Explorer or Majestic SEO you could use Google’s Web Master Tools. Under Your Site on the Web -> Links to your site you will find Your Most Linked Content. Click on 'More' and Download the whole table into a CSV file. In terms of volume, WMT data aren’t anywhere near OSE or Majestic SEO but it is better than nothing. There are several other paid or free backlinks information services that could be used to add more depth into this activity.
Google analytics
Exporting all URLs that received at least one visit over the last 12 months through Google Analytics is an alternative way to pick up a big set of valuable indexed pages. If not 100% sure about how to do that, read this post Rand wrote a while ago.
Indexed pages in Google
Scrapping the top 500 or top 1000 indexed pages in Google for the legacy site may seem like an odd task but it does have its benefits. Using Scrapebox or the scraper extension for Chrome perform a Google search for site:www.yoursite.com and scrape the top indexed URLs. This step may seem odd but it can identify:

• 404 pages that are still indexed by Google
• URLs that weren’t harvested in the previous steps

Again, save all these URLs in another spreadsheet.

2.3 Export 404 pages

Site migrations are great opportunities to tide things up and do some good housekeeping work. Especially with big sites, there is enormous potential to put things in order again; otherwise hundreds or even thousands of 404 pages will be reported again once the new site goes live. Some of those 404 pages may have quality links pointing to them.
These can be exported directly from Webmaster Tools under Diagnostics->Crawl Errors. Simply download the entire table as a CSV file. OSE also reports 404 pages, so exporting them may also be worthwhile. Using the SEO Moz Free API with Excel, we can figure out which of those 404 pages are worth redirecting based on metrics such as high PA, DA, mozRank and number of external links/root domains. Figuring out where to redirect each of these 404 pages can be tricky, as ideally each URL should be redirected to the most relevant page. Sometimes, this is can be "guessed" by looking for keywords in the URL. In cases that it is not possible, it is worth sending an email to the development team or the web master of the site, as they may be able to assist further.

2.4 Measure site performance

This step is necessary when there is an environment or platform change. It is often the case, that a new CMS although does a great job in terms of managing the site’s content, it does affect site performance in a negative way. Therefore, it is crucial to make some measurements before the legacy site gets switched off. If site performance deteriorates, crawling may get affected which could then affect indexation. With some evidence in place, it will be much easier building up a case later, if necessary. Although there are several tools, Pingdom seems to be a reliable one.
The most interesting stuff appears on the summary info box as well as on the Page Analysis Tab. Exporting the data, or even just getting a screenshot of the page could be valuable later. It would be worth running a performance test on some of the most typical pages e.g. a category page, a product page as well as the homepage.
Pingdom Tools Summary

Keep a record of typical loading times as well as the page size. If loading times increase whilst the size of the page remains is the same, something must have gone wrong.
Pingdom Page Analysis Tab

Running a Web Page Test would also be wise so site performance data are cross-referenced across two services just to make sure the results are consistent.
The same exercises should be repeated once the new site is on the test server as well as when it finally goes live. Any serious performance issues need to be reported back to the client so they get resolved.

2.5 Measure rankings

 

This step should ideally take place just before the new site goes live. Saving a detailed rankings report, which contains as many keywords as possible, is very important so it can be used as a benchmark for later comparisons. Apart from current positions it would be wise to keep a record of the ranking URLs too. Measuring rankings can be tricky though, and a reliable method needs to be followed. Chrome's Google Global extension and SEO SERP are two handy extensions for checking a few core keywords. With the former, you can see how rankings appear in different countries and cities, whilst the latter is quicker and does keep historical records. For a large number of keywords, proprietary or paid automated services should be used in order to save time. Some of the most popular commercial rank checkers include Advanced Web Ranking, Web CEO and SEO Powersuite to name a few.

With Google Global extension for Chrome you can monitor how results appear in different countries, regions and cities.

Phase 3: URL Redirect Mapping

During this phase, pages (URLs) of the legacy site need to be mapped to pages (URLs) on the new site. For those pages where the URL remains the same there is nothing to worry about, provided that the amount of content on the new page hasn’t been significantly changed or reduced. This activity requires a great deal of attention, otherwise things can go terribly wrong. Depending on the size of the site, the URL mapping process can be done manually, which can be very time consuming, or automation can often be introduced to speed things up. However, saving up on time should not affect the quality of the work.
Even though there isn't any magic recipe, the main principle is that ALL unique, useful or authoritative pages (URLs) of the legacy site should redirect to pages with the same or very relevant content on the new site, using 301 redirects. Always make sure that redirects are implemented using 301 redirects (permanent ) that pass most link equity from the old to the new page (site). The use of 302 (temporary) redirects IS NOT recommended because search engines treat them inconsistently and in most cases do not pass link equity, often resulting in drastic ranking drops.
It’s worth stressing that pages with high traffic need extra attention but the bottom line is that every URL matters. By redirecting only a percentage of the URLs of the legacy site you may jeopardise the new domain’s authority as a whole, because it may appear to search engines as a weaker domain in terms of link equity.

URL Mapping Process (Step-by-step)

1. Drop all legacy URLs, which were identified and saved in the CSV files earlier (during phase 2), into a new spreadsheet (let's call it SpreadSheet1).
2. Remove all duplicate URLs using Excel.
3. Populate the page titles using the SEO for excel tool.
4. Using SEO for Excel, check the server response headers. All 404 pages should be kept into a different tab so all remaining URLs are those with a 200 server response.
5. In a new Excel spreadsheet (let's call it SpreadSheet2) drop all URLs of the new site (using a crawler application).
6. Pull in the page titles for all these URLs as in step 3.
7. Using the VLOOKUP Excel function, match URLs between the two spreadsheets
8. Matched URLs (if any) should be removed from SpreadSheet1 as they already exist on the new site and do not need to be redirected.
9. The 404 pages which were moved into a separate worksheet in step 4, need to be evaluated for potential link juice. There are several ways to make this assessment but the most reliable ones are:
• SEO Moz API (e.g. using the handy Excel extension SEO Moz Free API)
• Majestic SEO API
10. Depending on how many “juicy” URLs were identified in the previous step, a reasonable part of them needs to be added into Spreadsheet1.
11. Ideally, all remaining URLs in SpreadSheet1 need to be 301 redirected. A new column (e.g. Destination URLs) needs to be added in SpreadSheet 1 and populated with URLs from the new site. Depending on the number of URLs to be mapped this can be done:
• Manually – By looking at the content of the old URL, the equivalent page on the new site needs to be found so the URL gets added in the Destination URLs column.
1. If no identical page can be found, just chose the most relevant one (e.g. similar product page, parent page etc.)
2. If the page has no content pay attention to its page title (if known or still cached by Google) or/and URL for keywords which should give you a clue about its previous content. Then, try to find a relevant page on the new site; that would be the mapping URL.
3. If there is no content, no keywords in the URL and no descriptive page title, try to find out from the site owners what those URLs used to be about.
• Automatically - By writing a script that maps URLs based on page titles, meta description or URL patterns matching.
12. Search for duplicate entries again in the ‘old URLs’ row and remove the entire row.
13. Where patterns can be identified, pattern matching rules using regular expressions are always more preferable because that would reduce the web server's load. Ending up with thousands one-to-one redirects is not ideal and should be avoided, especially if there is a better solution.

Phase 4: New Site On Test Server

Because human errors do occur, testing that everything has gone as planned is extremely important. Unfortunately, because the migration responsibility falls mainly on the shoulders of the SEO, several checks need to be carried out.

4.1 Block crawler access

The first and foremost thing to do is to make sure that the test environment is not accessible to any search engine crawler. There are several ways to achieve that but some are better than others.

• Block access in robots.txt (not recommended)

This is not recommended because Google would still crawl the site and possibly index the URLs (but not the content). This implementation also runs the risk of going live if all files on the test server are going to be mirrored on the live one. The following two lines of code will restrict search engines access to the website:

_{User-Agent: *
Disallow: /}

• Add a meta robots noindex to all pages (not recommended)

This is recommended by Google as a way to entirely prevent a page's contents from being indexed.

^{<html>
<head>
<title>...</title>
<meta name="robots" content="noindex">
</head>}

The main reason this is not recommended is because it runs the risk to be pushed to the live environment and remove all pages out of the search engines' index. Unfortunately, web developers' focus is on other things when a new site goes live and by the time you notice such a mistake, it may be a bit late. In many cases, removing the noindex after the site has gone live can take several days, or even weeks depending on how quickly technical issues are being resolved within an organisation. Usually, the bigger the business, the longer it takes as several people would be involved.

• Password-protect the test environment (recommended)

This is a very efficient solution but it may cause some issues. Trying to crawl a password protected website is a challenge and not many crawler applications have the ability to achieve this. Xenu Links Sleuth can crawl password-protected sites.

• Allow access to certain IP addresses (recommended)

This way, the web server allows access to specific external IP addresses e.g. that of the SEO agency. Access to search engine crawlers is restricted and there are no indexation risks.

4.2 Prepare a Robots.txt file

That could be a fairly basic one, allowing access to all crawlers and indicating the path to the XML sitemap such as:

_{User-agent: *
Allow: /
Sitemap: http://www.yoursite.com/sitemap.xml}

However, certain parts of the site could be excluded, particularly if the legacy site has duplicate content issues. For instance, internal search, pagination, or faceted navigation are often generating multiple URLs with the same content. This is a great opportunity to deal with legacy issues, so search engine crawling of the website can become more efficient. Saving up on crawl bandwidth will allow search engine to crawl only those URLs which are worthy of being indexed. That means that deep pages would stand a better chance to be found and rank quicker.

4.3 Prepare XML sitemap(s)

Using your favourite tool, generate an XML sitemap, ideally containing HTML pages only. Xenu again does a great job because it easily generate XML sitemaps containing only HTML pages. For large web sites, generating multiple XML sitemaps for the different parts of the site would be a much better option so indexation issues could be easier identified later. The XML sitemap(s) should then be tested again for broken links before the site goes live.

_{Source: blogstorm.co.uk}
Google Webmaster Tools allow users to test XML sitemaps before they get submitted. This is something worth doing in order to identify errors.

4.4 Prepare HTML sitemap

Even though the XML sitemap alone should be enough to let search engines know about the URLs on the new site, implementing an HTML sitemap could help search engine spiders make a deep crawl of the site. The sooner the new URLs get crawled, the better. Again, check the HTML sitemap for broken links using Check My Links (Chrome) or Simple Links Counter (Firefox).

4.5 Fix broken links

Run the crawler application again as more internal/external broken links, (never trust a) 302 redirects, or other issues may get detected.

4.6 Check 301 redirects

This is the most important step of this phase and it may need to be repeated more than once. All URLs to be redirected should be checked. If you do not have direct access to the server one way to check the 301 redirects is by using Xenu's Check URL List feature. Alternatively, Screaming Frog's list view can be used in a similar manner. These applications will report whether 301s are in place or not, but not if the destination URL is the correct one. That could only be done in Excel using the VLOOKUP function.

4.7 Optimise redirects

If time allows, the list of redirects needs to be optimised for optimal performance. Because the redirects are loaded into the web server's memory when the server starts, a high number of redirects can have a negative impact on performance. Similarly, each time a page request is being made, the web server will compare that against the redirects list. Thus, the shorter the list, the quicker the web server will respond. Even though such performance issues can be compensated by increasing the web server's resources, it is always best practice to work out pattern matching rules using regular expressions, which can cover hundreds or even thousands of possible requests.

4.8 Resolve duplicate content issues

Duplicate content issues should be identified and resolved as early as possible. A few common cases of duplicate content may occur, regardless of what was happening previously on the legacy web site. URL normalisation at this stage will allow for optimal site crawling, as search engines will come across as many unique pages as possible. Such cases include:

• Directories with and without a trailing slash (e.g. this URL should redirect to that).
• Default directory indexes (e.g. this URL should redirect to that).
• Case in URLs. (e.g. this URL should redirect to that, or just return the 404 error page like this as opposed to that, which is the canonical one).
• Different protocols. The most typical example is when a website is accessible via http and https. (e.g. this URL should redirect to that). However, this type of redirect needs attention as some URLs may need to exist only on https. Added Feb 26
• Accessible IP addresses. Being able to access a website by requesting its IP address can cause duplicate content issues. (e.g. this URL should redirect to that). Added Feb 26
• URLs on different host domains e.g. www.examplesite.com and examplesite.com (e.g. this URL should redirect to that).
• Internal search generating duplicate pages under different URLs.
• URLs with added parameters after the ? character.

In all the above examples, poor URL normalisation results in duplicate pages that will have a negative impact on:

• Crawl bandwidth (search engine crawlers will be crawling redundant pages).
• Indexation (as search engines try to remove duplicate pages from their indexes).
• Link equity (as it will be diluted amongst the duplicate pages).

4.9 Site & Robots.txt monitoring
Make sure the URL of the new site is monitored using a service like Uptime Robot. Each time the site is down for whatever reason, Uptime Robot will be notified by email, Twitter DM, or even SMS. Another useful service to set up a robots.txt monitoring service such as Robotto. Each time the robots.txt file gets updated you get notified, which is really handy.

Uptime Robot logs all server up/down time events

Phase 5: New Site Goes Live

Finally the new site has gone live. Depending on the authority, link equity and size of the site Google should start crawling the site fairly quickly. However, do not expect the SERPs to be updated instantly. The new pages and URLs will be updated in the SERPs over a period of time, which typically can take from two to four weeks. For pages that seem to take ages to get indexed it may be worth using a ping service like Pingler.

5.1 Notify Google via Webmaster Tools

If the domain name changes, you need to notify Google via the Webmaster Tools account of the old site, as soon as the new site goes live. In order to do that, the new domain needs to be added and verified. If the domain name remains the same, Google will find its way to the new URLs sooner or later. That mainly depends on the domain authority of the site and how frequently Google visits it. It would also be a very good idea to upload the XML sitemap via Webmaster Tools so the indexation process can be monitored (see phase 6).

5.2 Manual checks

No matter how well everything appeared on the test server, several checks need to be carried out and running the crawler application again is the first thing to do. Pay attention for:

• Anomalies in the robots.txt file
• Meta robots noindex tags in the <head> section of the HTML source code
• Meta robots nofollow tags in the source code
• 302 redirects. 301 redirects should be used instead as 302s are treated inconsistently by search engines and do not pass link equity
• Check Webmaster Tools for errors messages
• Check XML sitemap for errors (e.g. broken links, internal 301s)
• Check HTML sitemap for similar errors (e.g. using Simple Links Counter or Check My Links)
• Missing or not properly migrated page titles
• Missing or not properly migrated meta descriptions
• Make sure that the 404 page returns a 404 server response
• Make sure the analytics tracking code is present on all pages and is tracking correctly
• Measure new site performance and compare it with that of the previous site

Using Httpfox, a 302 redirect has been detected

5.3 Monitor crawl errors

Google Webmaster tools, Bing Webmaster Tools and Yandex Webmaster all report crawl errors and is certainly worth checking often during the first days or even weeks. Pay attention to reported errors and dates and always try figure out what has been caused by the new site or the legacy one.

5.4 Update most valuable inbound links

From the CSV files created in step 3.2, figure out which are the most valuable inbound links (using Majestic or OSE data) and then try to contact the web masters of those sites, requesting a URL update. Direct links pass more value than 301 redirects and this time-consuming task will eventually pay back. On the new site, check the inbound links and top pages tabs of OSE and try to identify new opportunities such as:

1. Links from high authority sites which are being redirected.
2. High authority 404 pages which should be redirected so the link juice flows to the site.

In the following example, followed and 301 external links have been downloaded in a CSV file.

Pay attention to the '301' columns for cells with the Yes value. Trying to update as many of these URLs as possible so the point directly to the site would pass more link equity to the site:

Identify the most authoritative links and contact website owners to update them so they point to the new URL

5.5 Build fresh links

Generating new, fresh links to the homepage, category and sub-category pages is a good idea because:

1. With 301 redirects some link juice may get lost, thus new links can compensate for that.
2. They can act as extra paths for search engine spiders to crawl the site.

5.6 Eliminate internal 301 redirects

Although Web masters are quite keen on implementing 301 redirects, they often do not show the same interest updating the onsite URLs so internal redirects do not occur. Depending on the volume and frequency of internal 301 redirects, some link juice may evaporate, whilst the redirects will unnecessarily add an extra load to the web server. Again, in order to detect internal 301 redirects, crawling the site would be handy.

Phase 6: Measure Impact/Success

Once the new site gas finally gone live, the impact of all the previous hard work needs to be monitored. It may be a good idea monitoring rankings and indexation on a weekly basis but in general no conclusions should be made earlier than 3-4 weeks. No matter how good or bad rankings and traffic appear to be, you need to be patient. A deep crawl can take time, depending on the site's size, architecture and internal linking. Things to be looking at:

• Indexation. Submitted and indexed number of URLs reported by Webmaster Tools (see below)
• Rankings. They usually fluxuate for 1-3 weeks and initially they may drop. Eventually, they should recover around the same positions they were previously (or just about).
• Open site explorer metrics. Although they do not get updated daily, it is worth keeping an eye on reported figures for Domain Authority, Page Authority and MozRank on a monthly basis. Ideally, the figures should be as close as possible to those of the old site within a couple of months. If not, that is not a very good indication and you may have lost some link equity along the way.
• Google cache. Check the timestamps of cached pages for different page types e.g. homepage, category pages, product pages.
• Site performance in Webmaster Tools. This one may take a few weeks until it gets updated but it is very useful to know how Google perceives site performance before and after the migration. Any spikes that stand out need should alarm the web master and several suggestions can be made e.g. using Yslow and Page Speed in Firefox or Page Speed and Speed Tracer in Chrome.
  
  
  

Check site performance in Webmaster Tools for unusual post migration anomalies

Indexation of web pages, images and videos can be monitored in Google Webmaster Tools

Appendix: Site Migration & SEO Useful Tools

Some of the following tools would be very handy during the migration process, for different reasons.
Crawler applications
Xenu Link Sleuth (free)
Analog X Link Examiner (free)
Screaming Frog (paid)
Integrity (For MAC - free)
Scraper applications
Scraper Extension for Chrome
Scrapebox (paid)
Link Intelligence software
Open Site Explorer (free & paid)
Majestic SEO (free & paid)
HTTP Analysers
HTTP Fox (Firefox)
Live HTTP Headers (Firefox)
IP checkers
Show IP (Firefox)
WorldIP (Firefox)
Website IP (Chrome)
Link checkers
Simple Links Counter (Firefox)
Check My Links (Chrome)
Monitoring tools
Uptime Robot (monitors domains for downtime)
Robotto (monitors robots.txt)
Rank checkers

Google Global (Chrome)
SEO SERP (Chrome)
SEO Book Rank Checker (Firefox)
Site performance analysis
Yslow (Firefox)
Page Speed (for Firefox)
Page Speed (for Chrome)
|Speed Tracer (Chrome)

This post is  crosslinked with Modestos Siotos
The author’s views are entirely her own.