#tim made the executive decision that he couldn’t be trusted and he was right

[redkelpfish]

I know we all clown on Tim Drake for having a moral code that’s just “whatever the opposite of what I think will make me evil gun batman” but have you considered Tim Drake is absolutely the kind of feral bastard to carefully design and create an entire illusion of inevitability just to manipulate his younger self into not becoming a supervillain.

Like do you think Future Tim just set aside some really crazy weekends. Do you think he was the worst drill sergeant ever when making his friends practice their lines and backstories over and over until they locked him in a closet with no electronics

[chloe-bourgeois-is-big-gay]

//Sketchy Beginnings//

@thequestionablyhuman I got you for secret santa! Hope you enjoy!

…..

Since Tim was a small child, he would find random bits and bobs in his room. Stuff that he never saw before. Sparkly pens, drawings, inhalers.

He was confused as to where these objects came from until his mother explained soulmates to him. That must have been where these strange objects came from. So he did his best to lose his soulmates things so they could get them back.

When he was 14 and living with the Wayne's, Tim received several sketchbooks full of beautiful designs. On the front of one of the sketchbooks a note was taped to it, 'Please don't lose these books. They're not safe here.'

So Tim dutifully kept his soulmates designs in his safe, where only he could access.

For 3 more years he received a new sketchbook filled with designs every month or so with the same message.

…..

After a few close calls Marinette decided to do the one thing she vowed to never do; lose her designs.

Lila had raided her locker the day before trying to find something to hold over Marinette's head, luckily the girl didn't leave her book unattended, she had made that mistake several times before.

Realising how Lila was always one step ahead of her, Marinette made the executive decision to lose all her designs and send them to her soulmate. It's not like they'd be missing forever.

She looked over her books one last time before tying them into a bundle and throwing them as far as possible off of her balcony.

…..

Marinette couldn't believe she got left behind again. She was only in the bathroom and just as she was about to leave something was stuck in the door to stop it from opening.

After several minutes of calling for help, an elderly woman had heard her and alerted the employees. They were able to get her out safely but not in time for her bus.

Marinette didn't waste any time and right after thanking her saviours she ran out into the street and as far as she could she ran towards the nearest taxi rank.

After a long and expensive trip, she finally arrived just in time for their tour.

Marinette ran inside, causing a slight commotion and stomped right up to her class, "You left me behind, trapped in a filthy bathroom!"

Mlle. Bustier nervously laughed and glanced anxiously at the attractive tour guide, hoping he didn't speak French, "Well, you're just in time to join the tour anyway, Marinette."

Upon hearing her name, the tour guide glanced at the girl and spoke in English, "Oh you're Marinette? I was really impressed with your presentation on all the work your class does for your community, in all honesty it was the only one out of your whole class that stood out enough for us to notice you guys."

Marinette blushed, "Well I was just pointing out facts and stuff, nothing special."

He grinned, "I would disagree, all the other ones were all lies about a girl who was engaged to a Wayne. In fact all of the Wayne's laughed when they saw them."

Lila, who was the only person other than Marinette who was fluent in English, was annoyed. Why was Marinette getting all the attention?

Alya glanced at the liar, "What's he saying, girl?"

Lila smiled at her follower, "Oh, he's just talking about how all your essays were so wonderful!"

The tour guide was confused and said in perfect French, "Actually, I was saying quite the opposite. Only one essay shows true facts and that was Marinette's, in fact she was the only reason we picked your group."

The class was confused, did Lila mistranslate?

…..

Tim shook his head. How was he supposed to give a speech to a class full of supposed nitwits.

He had watched all presentations and read all essays that the class had submitted, yet only one passed the threshold of 'Decent' and that one presentation surpassed into 'Exceptional'.

So in reality only one of those students were worth his lecture, because apparently the rest don't have the braincells to recognise a lie when they see one.

…..

Throughout the whole lecture Marinette was enraptured, even if the rest of her class couldn't even pay attention.

When it ended, she was filled with inspiration and when they reached the lobby Marinette pulled out her sketchbook and began drawing. At least until she felt it being ripped from her hands.

She looked up to see Kim holding her book way above her head. She was unable to reach it and kept making grabs at it until it was thrown to the next person. This repeated several times until a loud voice shouted, "Put that down! It's not yours."

Kim stuck out his tongue, "And who are you to stop me?"

The voice replied, "The CEO of Wayne Enterprises. Now let go."

Quickly, Kim let Marinette's book go. She caught it and held it to her chest as she knelt on the floor. She would have to lose this one later.

Alya quickly remembering who the CEO was rushed in for an interview, "Tim Drake, I'm Alya Césaire, may I have an interview? What's it like to be about to marry someone as good as Lila?"

Tim was confused, who did this kid think she is, "I'm not engaged or married. I never even met a Lila before."

Alya's face fell, "But-but."

"Please no more questions."

Tim walked over to the girl whose book was taken minutes ago and held out his hand to her, "Are you okay?"

She nodded and took his hand. In an instant the two seemed to recognise each other be asked in unison, "You're my soulmate?"

Both Tim and Marinette got so nervous they seemed to hyperventilate. Immediately they both pulled out inhalers and took a puff.

The two stared at the others inhaler and quickly the two dissolved into laughter.

Marinette softened, "I didn't think I'd ever meet you?"

He was shocked, "You threw away all that work not knowing if you'd ever see it again?"

She shrugged.

"It's better than Lila getting her greasy hands on them."

Both Marinette and Tim forgot about the class behind them. Immediately Marinette was surrounded by her ex-friends demanding she tell them everything.

She glared back, "We're not friends anymore, you broke my trust years ago. You can't crawl back because you found out that Lila was a liar and my soulmate is Tim."

They dropped their heads in guilt and walked away from the soulmates.

Suddenly, Tim remembered, "I still ce your designs."

…..

In Tim's office, Marinette went through her old sketchbooks only to find them in near mint condition.

She looked up at Tim with tears in her eyes, "Thank you, for keeping these safe. You don't know how much this means to me."

He rubbed the back of his neck, "Well, they're not as new as they used to be. I flicked through them a few-"

He was cut off by Marinette attacking him with a hug. "Thank you."

…..

I hope you like this! I left it as open ended because I wasn't sure if your wanted them to be platonic or romantic soulmates.

[elareine]

In the shallows

Chapters: 1/6 Rating: Teen And Up Audiences Warnings: No Archive Warnings Apply, some swearing Relationships: Dick Grayson/Jason Todd Characters: Tim Drake, Donna Troy Additional Tags: Alternate Universe - Celebrity, NO CAPES, Identity Porn, Romantic Comedy, Drama & Romance, Texting, Online Dating AO3: /18803473

Summary: Jason Todd is a rock star... and an asshole. Dick Grayson has to do a movie with him. Luckily, there's this cute guy he's started texting recently.

Jason Todd was a rock star.

Yeah, exactly. Now, Dick had worked with some… less than talented people on set before. He’d made his debut in dance movies, for God’s sake, of course not everyone had been ready to play Hamlet.

But a total newbie? Never been on stage or on a movie set before? Dick really wished the producers had consulted him about that before making the decision. They hadn’t even done a chemistry test.  

Okay, sure, it was a blockbuster movie about an interracial gay couple. Funding wouldn’t come easy. If the names ‘Richard Grayson’ and ‘Jason Todd’ had to be attached to make the money happen, they would be. And Dick knew Tim Drake, the executive producer, well enough to trust him with this. Tim wouldn’t have cast Jason if he thought it’d be a total shit show.

The thing was - the script was beautiful. The writers had really poured their hearts into it, and it showed. Dick had almost forgotten to read it from an actor’s perspective, he’d been so engrossed. By the end, blinking away tears, he had texted his agent that he would do it before going on a run to shake some of the heaviness away.

It wasn’t like there was a sad ending, exactly. Dick wouldn’t have taken anything with a ‘bury your gays’ feel to it. It was just… it made him feel a lot, this script.

He wanted to do it justice. Hopefully, Jason Todd wouldn’t be the one to drag them all down.

Dick sighed and looked at the script in front of him again. Specifically, at the part marked: ‘Vano: [singing]…’

The other worry he had was quite the opposite from his first. At least Jason Todd didn’t have to worry about singing. Dick had heard his songs as much as anyone could without actively seeking them out, which was to say all the time and everywhere. Jason had been around for years at this point; it didn’t seem likely that his popularity would be abating any time soon.

(When he wasn’t busy critiquing Jason’s casting, Dick could freely admit that his songs were pretty great. They always gave him that on-the-road-looking-for-freedom feeling that he loved. He might be following Jason on Spotify, even, but shush.)

Dick, however… well. He’d been taking singing lessons ever since he’d moved into closer consideration for this role. His vocal coach attested him with enough skills for the songs he’d seen so far. He’d gotten the accent of his character down to pat, too, even when singing and screaming. Still, compared to Jason Todd…

And they would be singing duets.

Giving up on his concentration for the evening, Dick decided to just go for a run. He was already pretty sure he wouldn’t sleep tonight, but exhaustion might help.

It didn’t really. Dick slept like shit and then had to deal with the worst traffic he’d ever seen (and he’d lived in New York for years). He barely made it in time. Tim was already waiting for him outside the lot. That was a sure sign he was getting ready to herd Dick exactly where he needed to be as quickly as possible.

Tim greeted him with a friendly wave. “Hi, Dick, welcome on set! Kate is over at the sound studio, but she’ll be here any minute to start the read-through.”

“Thanks, Tim. Good to see you.” Dick refrained from hugging him only because he knew the younger man preferred it that way on set. “Sorry, I wanted to be here early. I seriously underestimated LA traffic.”

“Yes, I expected that. Just plan in enough time from now on, okay?”

“Of course, Tim.”

Tim sighed. “We’ll see, I guess.”

They entered the building together. Tim guided him towards a smaller meeting room. Jason Todd was already there, sitting in the small circle of chairs. There would be a full cast reading tomorrow; today it was pretty much only Kate, Jason and Dick with the producers.

Dick’s first thought was that he hadn’t expected Jason to look so… soft. He was used to the torn jeans and t-shirt look he rocked in his videos. The knitted sweater he was wearing didn’t exactly fit that image.

The smirk on his face, however, did.

Dick mentally steeled himself. Here we go. He held out his hand. “Hi, Jason. Nice to finally meet you.”

“Hi, Dick.” Jason’s handshake was firm without being too crushing. “Sorry we couldn’t meet up before. I’m pretty literally just coming back from a World Tour.”

Oh, great. Bragging.

“No worries. It’s good to get this started now.” He looked pointedly at the script in Jason’s hand. If Jason had just been on a world tour… “Did you get any time to prepare?”

“I’ll know my lines if that’s what you’re worried about.”

“It’s kind of about more than that.” Okay, that came out catty. “Like, the music, for example.”

Jason seemed to perk up at that. “Oh, yeah, that’s done. I did send the tapes of some suggestions to Kate. But we’ll workshop together, see what you think first.”

Dick would’ve preferred it if Jason had just presented him with finished sheet music and a tape he could imitate, honestly. He had no idea if he had any musical input to offer. And how did you workshop music, anyway? He’d done that with scenes before (though Kate wasn’t the type to welcome a lot of input from her actors beforehand), even settings, but music?

“Sure. Yeah. Let’s do that.” He tried to smile. “I’m looking forward to hearing what you came up with.”  

It was probably a good thing Kate entered the room at that moment, introducing herself again and bidding them to start the read-through.

Dick usually lost himself in a performance pretty easily. Even in a read-through, it only meant that he focused even more on letting every emotion shine through his voice.

Vano was pretty unlike Dick himself. Sensitive, shy, in desperate need of approval (okay, that one Dick could relate to) and unsure. Dick found it interesting how his character was juxtaposed with his actions. Vano was so, so afraid; yet he let himself be swept up in a whirlwind romance and even ended up the one pursuing Jason’s character when everything seemed to fall apart. His courage, in the end, was as quiet as it was present. Dick was determined to do him right.

So he concentrated on developing his voice further. He wanted it to be recognisably different from Jason’s character, but also harmonious.

Still, he couldn’t help but judge Jason’s performance.

He wasn’t bad. Honestly, this wasn’t a great script for a read-through - a lot of stuff went unsaid between the two main characters. So a little wooden-ness was expected. Dick was a bit annoyed at the way he stumbled over lines sometimes as if he was reading them for the first time, though. Unprepared partners were the worst.

Afterwards, Kate didn’t look happy. Her first critique was voluminous, including more background notes on their characters and a very detailed rundown of what had sucked about their dialogue. Ah, well. Dick didn’t mind. She wasn’t known to be a coddler.

She complimented Dick on his excellent accent, though. He thought Jason (who spoke in his own accent, or at least the one he always used in interviews and stuff) looked a bit sour at that, which pissed Dick off. He’d worked hard for this, okay. He was actually a trained and studied actor, despite what some people might think.

It also made him wary of the months ahead. Jealousy on set wasn’t cool, even if it was purely professional.

“Tomorrow we’ll go through the script scene by scene and talk through your suggestions. Is there anything fundamental you’d like to say now?” Kate asked.

Dick shook his head. This was honestly one of the best scripts he’d ever read, and he trusted her direction fully. Jason seemed to hesitate, but then he followed suit.  

Dick spent some time after talking with some of the crew members that were setting up the sets. He knew some of them from previous movie sets - Tim liked to reward good work with more, better-paid work - and was glad to chit-chat about their careers and families.

Still, Jason seemed to take his time, too. They arrived at the parking lot at about the same time.

“Can I give you a ride?” Dick offered when he noted that Jason was looking a bit lost.

“I’m actually here on my bike,” Jason said, pointing at a frankly gorgeous machine, black, sleek and utterly pretentious.

Dick mentally snorted. Of course he was. Rock star and all that

His own family sized van didn’t match up to that, but honestly, who cared.

“Okay. See you tomorrow, then.”

Jason didn’t even say goodbye, just waved. Dick was tired of him already.

When he entered the house he’d rented for the year, Dick headed straight for his studio and dropped down onto the mat. He needed a proper stretching after today and couldn’t quite face this house yet.

Mostly he was happy with it. It was spacious, including his own dance studio and a pool, and not too far away from the Wayne Brothers lot, but he was able to keep it up without no personnel beyond a cleaner and the occasional garden hand.

Days like these, it was a bit… lonely.

He would have been better off staying with his friend Donna Troy. She’d offered, after all. Dick had thought he would need some quiet to focus on this part, not to mention a room where he could practice his singing parts without annoying the shit out of everyone.

It was just that he wasn’t made for the quiet. His head got too loud when he wasn’t exercising. Usually, he filled that space by concentrating on his current role; he wasn’t precisely method but slipping into someone else’s headspace had always come easy to him. Today, though, that was exactly what he wanted to get away from.

He briefly toyed with the idea of going out and picking someone up. Getting laid worked better than pretty much anything else for him.

Except that wasn’t exactly what he wanted, either.  

Look. It wasn’t as if Dick had problems meeting people. The opposite, really. Dick knew he had a good body, okay, and he was charming enough.

He wanted something else, though. He wanted to get to know someone without them already knowing (or thinking they knew) everything about him. He wanted to be sure someone actually liked him for himself. He wanted someone to call in the evenings when he came home from set. Someone to come home to.

Dick sighed and re-arranged his limbs into a backstretch.

People wished for this kind of things all the time. He was just being silly. His mother would’ve straight up laughed at him if he went to her complaining about the drawbacks of fame, a profession he loved and obscene amounts of money.

Dropping his hips open and leaning into that delicious burn, he took out his phone and texted Donna: Going out and getting laid, yes or no? Any bar tips?

The answer was immediate.

Donna: Honey just use tinder like the rest of us

 …Why not.

 Donna: That was a joke.

 Donna: But go ahead I guess.

Thinking about it, Dick finished his routine and headed upstairs to change into some comfy sweats, then back down to the kitchen. A bowl of cereal wasn’t exactly a glamorous meal for a movie star - but neither were Dick’s cooking skills.

Grabbing a beer, he plopped down on his couch and gave in. At least the tinder app was free on the app store. Going through the set-up motions, he hit the next snag, though.

What do I use as a profile picture??? I can’t show my face on this, can I?

Donna: Use your abs

Donna: no wait

Donna: Your butt

Donna: Or maybe that’s too recognisable. Abs it is.

Dick chuckled.

  …Thanks I think.

For a second he considered just cutting something out of a promo pic or one of his dozens of semi-nude photoshoots, but who the fuck knew how well Google would be able to match these up. Dick wasn’t going to risk the headline ‘Actor famous for starring in romances is looking for hook-up on tinder’ (though of course TMZ would be far pithier than that) just for his vanity.

Though he did find some shots that hadn’t ever been released and cropped his face out of one of these. That would do. As for his username… he went with the hero of the first movie he’d ever starred in and combined that with his year of birth once the system informed him the name was taken.

After a brief hesitation, he set his sexual preferences to ‘all genders’.

Finally, everything was set up. Dick settled down to check out some hot singles in his area.

Sadly, the selection wasn’t that great. Especially with the dudes. Dick was sure that about half of them were either a decade older or younger than they pretended to be. The women were clearly better at taking selfies, too.  

It was possibly the wrong time to be picky. Dick wasn’t usually - a good smile was pretty much all it took on a good day. But hey, he had just spent the day in the company of the hottest rock star the 21st century had produced so far. Every mortal would have difficulty competing with that.

(Not with Jason’s personality though. Easily bottom 20% material there. Urgh. Dick was trying to forget about that.)

After that thought, he swiped right a few times. So far, no one had matched with him, but that was fine. He had just signed up, after all.

Then, finally, came a pic that stood out.

Funnily enough, this profile pic was as profile-less as Dick’s. All it showed was a bare back. It was mirror shot, probably, but with none of the glariness of the other pictures. The guy’s skin was almost as tanned as Dick’s, but what caught his eyes was the sheer endless mass of muscles it stretched across.

Dick swiped right.

A message appeared on the screen. ‘You matched with Rock_n_Rumble, 29’.

He switched apps and texted Donna again: There’s a cute guy! We matched! But I can’t just go meet up with him, can I? Wally would kill me

Donna: you genuinely just thought of that???

Yes^^’

Donna: Stop trying to make manga emojis happen again, Dick

Donna: Just… talk to him, flirt a bit; maybe it’ll be ok

Donna: This is    LA after all

Donna: Or he’ll just send you a dick pic

Donna: I do not want to know if either of these possibilities occurs.

I will describe everything that happens in explicit, excruciating detail.  

Dick switched back to tinder and pressed ‘OK’. A chatroom opened. He stared at the entry field for a long second, pondering how to start the conversation. He’d never felt the need for chat up lines before. Honesty and friendliness had always worked best for him. Hopefully, that would translate over into the Internet.

Nightwing86: Hi

Rock_n_Rumble: Hi.

This was where Dick would usually make a comment about the venue they were at or the way the other person looked, but… how did you compliment someone’s bare back without sounding like a total creep?

As he watched the seconds tick by without either of them writing anything, he realised that oh. Rock_n_Rumble wasn’t exactly in a better situation. Oh well, there was nothing for it then.

Nightwing86:  With a body like that - what on Earth are you doing on this site?

Rock_n_Rumble: Shouldn’t I ask you the same thing?

Rock_n_Rumble: Musician, ex-addict, grew up in New York - and also shit at flirting, in case you didn’t notice. Should I continue with that list? 

Nightwing86: Eh, you’re doing fine.

He was. Dick kinda dug the self-deprecating sarcasm. And at least he had something to work with now.

Nightwing86: Musician?

Rock_n_Rumble: I’m a guitarist

Nightwing86: Oh, you’re in a band?

Rock_n_Rumble: Kind of

Rock_n_Rumble: Nothing fixed, but I go on tour a lot. Weird staying in one place for work right now

He must be recording an album then. Considering that good guitarists in LA were like sand at a beach, Dick mentally re-evaluated the fame level of his conversation partner.

Nightwing86: I get that; I travel for work a lot too  

Rock_n_Rumble: What do you do?

Dick considered lying, but honestly, what was the point? And anyway, they were in LA. There were thousands of people calling themselves actors here.

Nightwing86: I’m an actor.

Rock_n_Rumble: oh cool. Film or theatre?  

Nightwing86: Mostly film these days. Was up on stage in NY for a bit, kinda miss it.  

Rock_n_Rumble: Oh really? When? Might’ve seen you, I went to Broadway a lot once I could afford it.

Nightwing86: its been a while, 2004-2006

That information wouldn’t give him away. Again, tons of people tried to make it on Broadway. Still, maybe he should address the fact that he wasn’t ready to talk about who he was.

Rock_n_Rumble: So I notice neither of us is forthcoming about names and identifying information.  

Rock_n_Rumble: Proposal: We stay anonymous for now, see how we get along, decide if we want to actually meet up later.

Nightwing86: oh thank god

Nightwing86: yeah, that would be great. I don’t like lying, but coming out to a stranger isn’t…

Rock_n_Rumble: same. Like, I’m technically out, but with the industry being what it is, the gossip isn’t fun.

Nightwing86: How does being ‘technically out’ work? All I ever get is ‘if you so much as breathe into the direction of someone who isn’t a cis woman we’ll kill you’

Rock_n_Rumble: It’s called ‘being a shit liar’.

Rock_n_Rumble: Also contrary enough that management knows that my reaction to being told that would probably result in me sucking a dick on stage.

Dick laughed.  

Nightwing86: Now that is a mental image to take to bed with.

Rock_n_Rumble: I like that we’ve been chatting for ten minutes and I’ve already got a kink noted down.  

Nightwing86: You remember you’re talking to an actor, right? Pretty sure we’re 85% exhibitionists.

Rock_n_Rumble: …okay, that’s a fair point.

Rock_n_Rumble: Still noting it down, though.

Nightwing86: Please tell me you’re not literally doing that.

Rock_n_Rumble: Maybe.

Rock_n_Rumble: Look, you want to exchange numbers? I’m not going to stay on this platform, I think.

Nightwing86: Aww, am I enough for you?

Nightwing86: 344-394-2222. Do me a favour and don’t pass that on.

Rock_n_Rumble: Promise. I’ll text you, just one sec.

Barely a few seconds later, a WhatsApp message popped up: Hi it’s Rock_n_Rumble. Thought this might work out better than text if you’re travelling a lot, too.

After some consideration, Dick saved the contact as ‘R_n_R’. The consideration was mostly about adding a butt or shoulder emoji to it, but he decided to be classy instead.

Out of curiosity, he checked out the WhatsApp profile of the other guy. Sadly, the pic was of a bright red guitar. His own was of the bird plushie that had accompanied him through his childhood and ever since, though, so he probably shouldn’t complain.

Hi again. Good thinking.

R_n_R: Oh good, it’s you and not someone completely unsuspecting.

R_n_R: So what are you up to? Apart from tindering, obviously.

Trying to decide if I want to watch something. Any Netflix recs?

Dick later mentally congratulated himself, because that question started a conversation that lasted for at least half an hour. Their taste didn’t seem too different, though Dick kinda had to snort when R_n_R recommended some of his own movies to him. In the end, they settled on ‘Luther’, because Idris Elba and murder. How exactly ‘recommend me a movie’ had turned into ‘let’s watch this series at the same time and shoot the shit over text’, Dick wasn’t sure, but it was pretty fun.

So fun, actually, that it took a text from Donna to remind him how much time had passed.

Donna: So how was it? Don’t leave me hanging, bird-boy.

I’m getting rid of tinder. All I got were three dick pics and two girls accusing me of catfishing them using Dick Grayson’s photos. Another girl explained to me that headless pics usually mean someone is married or in a relationship and doesn’t want their significant other to see. She called me an asshole for that, that’s why she even swiped right. Then she blocked me.

And if Dick was honest… he kinda liked the thought of trying this with Rock_n_Rumble, and Rock_n_Rumble only. The first person he’d talked to on there. The only one he connected to, even if only on a superficial level so far.

(Yes, he had screenshotted and saved that picture. Whatever.)

Donna: One gender clearly came out ahead in this.

And the cute guy is still chatting with me. We’re keeping it anon for now though. It’s been an hour and no sex talk, so I guess he’s legit.

Donna: facepalm Dick, do you ever consider your life might’ve turned into a romantic comedy?

We’re just talking.

Donna: Right. Well, I’ll leave you to do that. Good night, Dick. Have fun.

[violetsystems]

#personal

I watched most of the inauguration through Lady Gaga on Wednesday.  Regardless what you think about politics in America, we can all admit the moment changed decisively.  Or at least the side of us that don’t storm capitols with guns or anything.  My landlord stutters to find words for me other than “good” when I deliver the rent check early.  So by now, these kind of winds of change solidify something about me at least.  Regardless what you’ve heard about me people talk nonetheless.  Just like they talk shit about the president whoever it happens to be at the time.  America has always been extremely tribal.  You don’t have to watch Gangs of New York to figure that one out.  I live in a city with a well defined Sanctuary culture.  I’ve walked the walk and talked the talk the last four years.  Living under Trump with that kind of pressure and fear daily starts to turn neighborhoods into pressure cookers.  Everyone is on edge.  Nobody knows how to be nice.  Wednesday I decided to put my best foot forward in this new era and shovel the snow on the block.  It didn’t go unnoticed.  I definitely got some dirty looks which is something I’m used to by now trying to put some good in the world.  One of the gang members on the block came up to me later that day to thank me at least.  They don’t live here on this block but they also shovel the snow.  They’re named after a chess piece.  I’ve already told the story about footwork dj’s bragging they used to come over here and beat the crap out of them.  The savagery I’ve seen and heard about over the years doesn’t shock me.  Rich people have been pitting poor people against each other out here for years.  Some might call it the “Daley Way.”  Others might look to scandals surrounding machine politicians who’ve held offices for years on end.  Trump couldn’t get enough of calling us a corrupt city.  But generally he got away with a lot of dirty tricks on the ground here without much consequence.  Anyone with half a brain and street sense these days doesn’t trust much authority at all.  And yet I voted in this election pretty clearly for the current candidate.  So I do pay attention to the presidency a little more intently these days.  While watching some executive orders get signed the subject came up about the damage of what happened to people like myself.  It was a word I hadn’t heard.  The word was dignity.  Through the last six months, I seemingly lost it all.  My job, my entire friend network, the last twenty years of professional connections.  It vaporized as if it was never there in the first place.   Dignity is the right of a person to be valued and respected for their own sake, and to be treated ethically.  When I think about dignity it makes me cry.  Because it’s the thing I never had.  Most of us do not have it in this current climate even though we kid ourselves we do.  We don’t even bother to treat each other with dignity because we’re so busy looking out for ourselves.  Communities lose trust.  People become isolated and edgy.  Hope dies with the days that don’t change.  It is just me out here.  Or is it just us?  In that six month void of watching ancient history peel away and forget you even existed, I thought a lot.  I struggled and became something more resilient.  And I saw the same old problems staring back at me from a different vantage point I call home.  I kept my dignity intact paying the bills and keeping my mouth shut.  And yet things have not gotten much better other than my finances and my muscle tone.  I’m humble about everything by default because I’m still deeply hurt it was all taken away.  The dignity for others is pretty much linked to self respect.  Some people don’t know how to treat themselves better.  Some people don’t know how to be good because we reward absolute vapidity, selfishness and greed.

I will always strive to be good.  I’ve written here on my “vent blog” week after week to report that.  Only to have it joked about, ignored, copied, and dismissed by some people.  You can’t stop good connecting to the source.  If you stay focused and in the proverbial light you will some day make it through.  My birthday is next month.  A third birthday in a row where nobody other than my parents and the internet reach out.  One year I flew to New York during fashion week and spent the entire trip alone.  Of all the fourteen trips to Korea, none of them were with anyone but myself.  I’ve only had myself to rely on through all of this at times.  And yet through the process of trying to be better I’ve met better people.  Maybe through all this I’ve learned how to be a better person for people as well.  But for the most part I’m still just as invisible as I was.  Neglected and disrespected for years by people I trusted.  And whatever happened was a sort of forced letting go.  I was a black hole on a balance sheet during a pandemic.  My pension was a liability.  Friends that I still talk to now feel comfortable acknowledging that I was done dirty.  But that’s it.  No resolution.  No opportunities.  A period of intense exile.  Like I was being taught a lesson.  And the opposite happened.  As dumbfounding as it is to go through the entire process, I’ve found hope in bettering myself in small ways.  I didn’t close off or shut down.  I managed intense feelings of sadness and anger by pacing myself.  I wrote about what I felt week after week.  I made small corrections.  I added up my spending.  I tried to live my life without friends or company other than my cat.  A neighborhood exists around me that is persistent with characters of all backgrounds.  My mother is getting vaccinated next week.  Others will follow shortly after.  Chicago for the most part has adjusted to the hardships of the new normal.  We just keep pushing on like the song.  And yet people become callous, elite, and separate.  Two sides of a city.  The rich and the people who live and walk the streets here.  If you’ve held it down this long most people appreciate when you are still around.  And yet people around here are still deeply motivated by fear and scarcity.  America is the same way.  It judges people’s worth not on their singular talents but by comparison and control.  It’s nervous when you have the confidence to go it alone and embarrassed to admit it did so out of neglect.  America is worse.  Much like the army, it tries to break down your uniqueness for the benefit of the whole.  Herd you into groups that can be managed instead of celebrating the individual will.  The mediocrity that is celebrated is the celling in which you threaten to crash.  Everybody would rather sabotage your plans than see you succeed without them taking a cut.  Everybody would rather have a judgement to hang over your head when you creep past them in a race fair and square.  And when things start to get less dirty and the air clears, the history remains.  People still lie.  People still try to tarnish everything you have done out of a deep hatred.  A hatred that they couldn’t rub you out.  That you remind them how worthless they really are.  Being good gets you targeted time and time again by jealousy and lawlessness.  And I don’t want to be anything but good.

Lies and truth have their own infrastructure.  Blockchain as a technology is based on trust.  We keep secrets possibly because no one knows what we risk at the end of the day.  We tell lies instead of saying nothing at all because we feel pressured to be transparent.  Everyone wants to know every little thing for both good and bad reasons.  Being able to stand up to the lies and speak the truth can be subjective in a post truth era.  After all the things I’ve lost, I have no real time for games that are set up against me.  I play enough Hearthstone for that.  But communities are often to blame for proliferation of disinformation.  Sometimes people get manipulated.  Sometimes entire histories on a person get buried accidentally.  Sometimes people tell other people behind your back never to talk to you.  I’ve lived this.  I have never felt so isolated in my life.  As if the real intention was to break down my dignity to manipulate me further.  And largely that is what happened whether you want to process that or not.  I’m reminded when I deal with how fucked up my health insurance is that nobody really gives a shit.  But there’s a reason it persists.  And there’s no consequence to the lies that people uphold in the face of a fairly inconvenient truth.  We make a choice to support or ignore.  We make a choice to acknowledge the dignity of somebody being alive and in pain.  And I’ve seen people just walk away.  I’ve also seen people in my life grow closer in a way I cannot explain.  When I feel that feeling.  When I feel that love, I try to put more love back into the world.  I try to create a little bubble around me that protects all the good in my life I still have.  To make a place for us to all live with dignity regardless of what we believe, who we fuck or what kpop band we ship on the internet.  I literally fucking tried every day and then some.  And I literally have faced the worst kind of loneliness you could ever face.  Uselessness.  That whatever I do doesn’t matter much compared to what I used to be.  I used to be a slave.  A revenue generator for an investment scam maybe.  A body to manipulate for information.  A person to spy on all over the world without my consent.  I’ve lived all these situations in such damaging ways for years with no recourse and nobody to listen other than here.  Week after week on my vent blog people joke about behind my back.  No one really knowing that this is about the truest I could ever be with anyone.  And knowing after all the hell I’ve been through, that it matters.  What I say and what I write.  Because it’s the truth.  I am a good person.  I do try to be in the face of the worst kind of attack on my freedom.  They tried to take away my dignity.  They can lie about it all they want.  It doesn’t mean they’ll get anywhere further with me.  It’s already behind me.  That’s how you keep your dignity here in America.  By proving them wrong. <3 Tim

[zombiesbecrazy]

Learning to Fear

Summary: Dick hates what he has to do next in regards to Damian's training as Robin, but he's going to try and make it a little less terrible if he can.

Note: I haven't written any fanfiction in years (like... 2010 if I look at my old ff.net account) and then this little thought got in my head. So the obvious answer was to write 4000 words, delete everything on an old Tumblr I had and post it, right?

ao3

“Do you have any suggestions? Sage words of wisdom to dole out? Rousing pep talk?” Dick looked to Alfred, hoping that he had some perfect solution to his problem like he had so many times since Dick had taken over the role of Batman since Bruce had died.  They had been sitting in the bunker, talking about what they should do about Damian and the next phase of his training.  Things had started a little rough with him as the Robin to Dick’s Batman, but it was beginning to look up.  With a little more trust and structure there were  a lot less murderous tendencies coming from the young former assassin, but Dick was having trouble trying to work out how he had to approach the next task in front of him; what Bruce would have done next when training his Robins.

Alfred gave Dick a small half smile and shook his head.  “Only the cliché, I’m afraid.  Follow your heart and let your conscious be your guide and so on.  Do what you think best, Master Dick.  Your moral compass always did have a very strong pull towards true north.”

Dick looked back towards the desk, eyeing the glass vial for what must have been a least the fortieth time in the past half hour.  He had been looking for some sort of firm direction from Alfred, but he wasn’t surprised that he hadn’t got it.  Following his own heart was probably the right call, he thought, however when he didn’t quite understand what his heart was trying to tell him, that didn’t do him a whole lot of good.

“What would Br…” he stopped himself mid thought, because he knew what Bruce would have done. What Bruce did do in this exact scenario when Dick had been Robin.  And Jason.  And Tim.  Knowing what Bruce had done didn’t make Dick feel any better about it because it had been a very sore spot of contention between them and something that, if Dick really thought about it, he don’t think he ever quite forgave Bruce for.  “Did he ever talk to you about it? What he did to us?”

Alfred took a sip of his tea and appeared to be staring into his cup, lost in his thoughts.  “He did.  Not before you, but in the aftermath.  And then again with the others. We had rather large arguments about if I’m to be perfectly honest. I was furious with his methods, though I did understand how he had arrived at them.” He looked up and caught Dick’s gaze. “I never won on this issue, but I would like to hope that he took my words into counsel.  He did make changes each time. And I would like to think that after Tim he may have consideration abandoned it entirely.”

“You think he was wrong.”

“I do, but that doesn’t necessarily mean that I think I was completely right. I think that his mind was in the right place, thinking about the big picture and the mission and how to prepare and teach you, but that may have distracted him from the little things.”

“Little things like our well being?”  Alfred frowned at Dick’s remark, but nodded slightly.  “Sometimes I just wish I could talk to him, you know?  We never talked about this part, about how hard some of his choices were.  I mean, I knew being Batman was hard, but I don’t think I realized it was hard.” Dick chuckled at himself, because this was something that he had been thinking about ever since making the switch from Nightwing to Batman; the level of responsibility had gone up even higher than he had imagined it would. “Having a Robin is hard.”

“You may want to remember that being a Robin is also hard. Perhaps you should think about what you would have preferred then, knowing what you know now.”

“What I would have liked?” Dick murmured to himself as Alfred rose from his chair, collected their dishes and turned back towards the elevator. Just before he started the climb up towards the penthouse, he looked back. “Just so you know, I’ll stand beside your decision regardless, as I stood by his however misguided I thought it was.  I know you aren’t taking the matter lightly so that is all I can ask.  I just hope that you may be able to find an alternative solution.”

Bruce had been a planner.  There had been a reason and a purpose for every move and part of the reason that Batman was so successful was that Bruce had the uncanny ability to think out so many scenarios and try to have several plans to thwart each potential obstacle.  Dick had once made the joke that if Bruce hadn’t become Batman, he would have been some sort of doomsday apocalypse theorist with a bomb shelter full of pork and beans and bug-out bags would be hidden throughout the house. Bruce’s deadpan response was that his bomb shelter also had canned fruit, because balanced nutrition was important to survival.  This type of thinking was great for the protector of Gotham; he had been able to see the cracks and prepare for most events to the best of his abilities, and because of this he had been able to train his Robins the same way, to make sure that they could be ready for anything.  He had trained them to the best of their abilities, making them strong, fast, clever, and adaptable and every other quality that was part of being a Robin, but the physical was only part of it.  Training the body was nothing if the mental training didn’t match, if not exceed it, as psychological warfare was an everyday occurrence in Gotham.

Which is why Batman had intentionally dosed each Robin with Crane’s fear toxin as part of their training.

The more Dick thought about it, the more irritated he got at Bruce and his past self.  Why hadn’t they talked about this as adults?  As equals?  In a mature and rational fashion?  That would have definitely helped him now instead of the memory he had of himself yelling at Bruce about Tim’s reaction and Bruce steadfastly ignoring him.  Dick would have even preferred fighting it out over the silence he had gotten.

As an adult, Dick could see where Batman was coming from and why he thought it was necessary because knowing about fear toxin and its effects were one thing, but experiencing it was something else entirely.  Strategically, it only made sense to practice it.  But as a child, as Robin, he had felt hurt and betrayed that Batman would do that to him; that he would invade his mind like that, poison him like that without warning.  Once the fear toxin had worn off, it wasn’t the things that he had seen that had haunted him the most, it was that he felt like he couldn’t trust Batman to help him. He had intentionally hurt him.

And now that he was in Batman’s boots, Dick could try to make things… not right, but possibly better. Or at least slightly less terrible.

***

Dick wasn’t sure how long he had been sitting at the desk in the bunker, lost in his own thoughts, when he heard Damian approach him from behind.  Damian moved around the table and sat down in the chair across from him, and eyed the vial on the desk.

“What is that, Grayson?”

Dick reached across the table and picked up the container and looked at the red mixture intently.  “It’s the base formula for Scarecrow’s fear toxin.  He modifies it from time to time and it changes the effect or strength a bit, but it always stems on this.” He put it back on the table between them and tried to give Damian a small smile, but he was pretty sure that it looked more like a grimace.  “If anything, he likes to go back to this original version a lot.  He’s a little nostalgically romantic as far as evil scientists go.”

“I’m aware of the toxin. I read about him from those tedious files you insisted that I memorize. Has he threatened an attack?” Damian’s eyes flicked to the other side of the room, towards the change room, indicating that he was more than ready to suit up and pursue Scarecrow as soon as Dick gave the word.  The fact that he didn’t just get up and go reminded Dick that Damian now respected his decisions at least enough to wait for plan instead of running off on his own.

“No, he’s locked up in Arkham right now.”

“-tt-“ Damian rolled his eyes at Dick and fidgeted in his chair in a way that made him think that Damian wanted to kick him under the table but knew his legs wouldn’t reach. “Then why are we wasting time looking at his toxin?”

“Because we need to have a conversation about it.  For the time when he inevitably gets out of Arkham. They always get out.  This city really is the worst sometimes.”  Dick rested his hands on the desk between them and made sure Damian was looking at him in the eye.  “I wanted to talk to you like a partner.  I want your feedback about a decision that I need to make and I want to give you choices that your father didn’t give the rest us. From my side of the table now, I think that Bruce’s idea was right, but his execution was wrong.  You may be a child, but that doesn’t mean that you aren’t entitled to an opinion.” Dick hoped the tone in his voice was conveying how important he thought this was, but it felt shaky to him. “The rest of us didn’t get this chance, but I know we all wish we had.”

“Are you trying to say…”

Dick nodded glumly, “You need to be exposed to it. For practice. By me. So that you know what it feels like so if it happens in the field, you can recognize it and you’ll know how to react.  Or at worst I’ll have some idea on how you’ll react.” Damian’s mouth opened but Dick cut him off, “I know that you have read about it.  I know that you think that your background in the League has made you ready for anything and that you have experience and tolerance with some different poisons, but this one is different and the effect that it can have varies greatly from person to person. Nothing can prepare you for this junk except the real thing.”

Leaping to his feet, Damian clenched his hands at his sides.  “You expect me to just let you poison me? Try it and I’ll take your head off.” Dick could see that his eyes were darting to where he had left his sword across the room.

His own voice sounded angrier than Dick expected when he next spoke, taking a hard edge. “You keep telling me how adult you are.  How smart.  How mature.  Prove it.  What I expect is for you to have a rational conversation with me about it so that we can make the best decision.  For both of us.” He took a few moments to collect his thoughts and noticed that Damian hadn’t moved and what looking at him curiously.  With a little effort to calm himself he continued, “Batman did it to us.  Without warning. It sucked.” Dick caught Damian’s eyes, trying to convey he’s feelings as genuine, “I don’t want that for you. I’d rather not have to do it at all, but I’m not really seeing another option.  I’m hoping there is some way that we can make it suck less.  We’re a team, Damian.  Please sit back down.”

Damian stared at Dick for a solid minute, unmoving, trying to decide what his next move would be.  Dick could understand his reluctance to have this conversation.  He was wondering if his gut had been wrong with this approach when he saw Damian slowly sit back down in his chair and look down in his hands in his lap, struggling with how to express his thoughts. Finally, he said quietly, “What was it like?”

“The toxin itself or the ‘training exercise’ as Batman called it?”

“Both.” Damian shrugged a little. “Either.”

“As you know from reading, the toxin makes you hallucinate and pulls those scenarios from your deepest fears or it can warp good memories into something terrifying.  It turns an emotional response into a highly physical one. There are three general reactions that a person can have from it – flight, fight or freeze.”

“I assume that the circus brat opts for flight, yes? Literal flight and running away?”

“Nope.  I freeze.” Dick almost laughed as Damian’s mouth drops opened a little in surprise because even Dick thought the reality was absurd. “Don’t worry, it still surprises me too.  It comes with the warping of the fearscape in my mind.  It makes me afraid to fall.  Or land, I guess the real issue is.  Extreme vertigo with a side of seeing everyone I care about being tortured, usually.”

“Not dead?”

“I think my brain decides that torture is worse than death. At least death means they aren’t in pain anymore. If they are dead, I’m the only suffering but if they are in pain we both feel it, maybe? It can change though.  Lots of variables.  With practice I’ve been able to move and react because I can tell the difference between the toxin and real life.  Being frozen and scared of moving is at least a hint that it isn’t real, which helps. Still scared as hell that I’ll fall though. Every time.” Dick gave Damian a small smile, “If you’re ever out with me and I freeze like that, touch my arm and tell me to move.  It’s a small thing, but usually enough to snap me back into action. Make sure you touch me though; it’ll ground me.  I might not listen to just the words.” He thought it was a little sad that had been exposed to the fear toxin enough times to know the little ins and outs of his reaction perfectly.

Damian nodded and Dick could tell that he was tucking that information away for future use and not just placating him and he was glad he was being taken seriously.  “What did my father see?”

“Himself.  Failing.  Everything around him going up in both metaphorical and literal flames.” Dick wished that he could give Damian something more concrete to tell him about his father’s experiences but Bruce had always very vague in the details about it. Most of what he knew came from what Bruce had said or done while under the influence. “He told me that the scenarios always changed depending on what was currently happening in his life which made it extremely difficult to differentiate reality from the toxin.  Said he had to do it based on how the toxin made him feel.  In reality he was able to push the fear aside until it was safe and process later, but with the toxin he couldn’t shake the feeling.  Said the severity of the fear gave him some certainty that it couldn’t be real.” He felt Damian looking at him, “He was a fighter, in case you were wondering.”  Dick rubbed his left eye, remembering a particular run in when Bruce had thought he was the Joker and punched him hard enough to break his cheekbone, not that long after Jason had been murdered.

“I had assumed.” Damian leaned back in his chair and stared at the ceiling, sorting his thoughts.  “I can see why he would want this simulated in training.  We practice with all sorts of weapons that our opponents use, so it only makes sense.  I don’t see how this is any different. Why do you disagree?”

“It just never worked out right in practice.  With me it backfired on him badly because he tried it in out in the field.  He had planted some in an abandoned warehouse in the Narrows and had me ‘accidentally’ find it and inhale it while he watched from a distance except since his only experience had been with himself getting extremely violent, he wasn’t prepared for my catatonic reaction. He especially wasn’t prepared when some of Penguin’s henchmen attacked me because they had followed me in thinking I was alone.  I got clobbered before he figured out that it was my reaction to the gas and was able to pull them off me.  It hadn’t even occurred to him that I wouldn’t fight back with the toxin in my system. When I woke up in the cave, it was one of the most worried I ever saw him. He told me what he had done and apologized over and over.  It wasn’t the bruises that hurt me, or the lingering sense of terror because the antidote takes time, but it was the fact that he was the one who had done this to me.  I didn’t talk to him for a week.  Which for someone as chatty as me is quite the feat.”  Dick sighed sadly. “If I’m honest, the little kid in me is still mad about it.  I was younger than you are and not emotionally equipped to deal with it.  Bruce and Alfred were my entire world, and then one of them hurt me.  On purpose.” It was the first time that Bruce had let him down and Dick hadn’t known how to move on. He could remember Alfred trying to console him, but despite his best efforts, he couldn’t rationalize what Bruce had done. Even after they had started talking again, it had taken Dick a long time before he could fully trust being in a warehouse with Batman again; unfortunately, there seem to be an above average number of warehouses in Gotham.

A minute of silence passed between them before he continued, “I thought he had learned his lesson, but years later he did it again with Jason. He did make some changes to his plan based on what had happened with me and Jason was older but it still went south fast.  It happened in the cave, but something about the sounds in the ceilings of the cave drove Jason crazy.  He ended up dislocating his shoulder and breaking a few ribs trying to climb the walls to attack the noise.”

“Noise?”

Dick shrugged.  “Jason was furious.  Bruce had told him afterwards that he had done the same to me so he called me, saying that he wanted to join the Ex Robins Club over it.  He couldn’t explain the noise thing in a way that made a lot of sense to me, but like I said, it can affect everyone differently.  Anyways, I talked him down a bit and he went back to work, but things weren’t ever the same between them. I’ve always wondered if some of the problems between then still stem from it.  Not all of Jason’s issues with Batman are Joker related.” Jason and Dick had a mutual, if not wary, understanding right now. Dick was curious if the toxin affected him differently since his resurrection, but they weren’t at the point that he could ask yet.  “He was fight too, by the way, but it’s hard to fight invisible sound coming from an invisible source.”

“Not that long after, Tim.  Once again, Bruce did it a bit differently.  He took everything out of the gym, and created what was essentially a safe space, and it seemed to work out alright on the outset.  Tim was shaken up afterwards, but by all accounts it was a pretty uneventful night. He had tried to run from some shadows, but he had been essentially safe in the gym and no injuries. The real problem didn’t show itself until a few weeks later when Tim had an actual run in with Scarecrow and got hit.” Dick shook his head minutely, not sure how Tim would feel about him sharing this story with Damian, but he thought it was important, so he continued. “And in that time his reaction had changed dramatically. His new hallucinations were all of Batman. Batman was attacking from all angles, lurking in the shadows, taunting him from the rafters.  He was everywhere. The real Batman couldn’t do anything about it because Tim just bolted, doing anything to get away from all of the Batman’s he could see in his mind, knowing that he couldn’t fight Batman, let alone multiple Batman’s and win. Flight doesn’t make someone weak; self-perseverance can be the difference between life and death. Bruce had to call me in to bring him in safely and look after him until the effects wore off because he couldn’t get anywhere close.  But there it was, actual proof that his test had broken the trust that Tim had in him.  He went from being a mentor and partner to being the actual manifestation of fear in Tim’s mind. That reaction went away, but it shook both Tim and Bruce a lot.”

“Having Batman testing us is part of being Robin.  All the training. The Gauntlet. It was well within reasonable boundaries. But this… we all agreed that the toxin itself wasn’t the problem.  I don’t want any of that to happen to you because I need you to keep trusting me if this is going to work out between us. I think we both agree that we need to do this, right? For practice? Not only do you need to know what it’s like, I need to know how you react so that we can keep each other safe.” Damian nodded slowly in agreement. “I’m assuming that you prefer that I came to you about it first?”

Nodding slowly, Damian said, “I appreciate the concern, Grayson.”

“I wanted you to have a say.  You and I have come a long way but I was afraid that if I followed Bruce’s lead it would shatter what we’ve built.”

“You were concerned that I’d kill you in your sleep afterwards.”

“It did cross my mind.”

“I don’t kill anymore.”

“I thought you might make an exception.”

“Maybe I would have,” Damian frowned at himself a little bit. “Probably not though.  We’re past that.  You’ve proven that you a more than adequate teacher.  I like that you came to me with this.  It took character.”

“Any thoughts on how you would like to approach it?”

Damian was silent for a few moments, considering his options. “I like the idea of the gym that Father did with Drake. Controlling the exercise makes logistical sense. But maybe can I have a weapon?” His eyes darted once again back across to where he left his blade. “I know whatever happens, I would feel better with my sword at my side.  Being defenseless to whatever happens would be… unsettling.” He looked at Dick hesitantly, “Unless you think I might injure myself.  Or you.”

“I think we can work with that, though maybe we’ll pick one of your slightly less lethal blades, if that’s alright.” Of course he would like a sword to feel safe - the kid slept with one beside him.  Being without it would probably make the entire situation a thousand times worse.  “You want me in the room?  You’d rather not be alone?”

Damian raised an eyebrow, and Dick had a flashback of Bruce eyeing him in a very similar way and had to admit it was a little eerie to see the look coming out of a preteen.  “I didn’t think that was negotiable.”

“Everything in this conversation is negotiable, Damian.  That’s the whole point.”

“I want you there, Grayson.”

“Thank you.  That means a lot.”

“Don’t flatter yourself.  I just don’t think you are remotely frightening.  You are likely to have little effect on the scenario,” said Damian with a scowl on his face. A few more seconds passed and Dick could see him biting his lower lip slightly.  Dick had almost given up on him continuing the conversation further until Damian quietly spoke again.  “Does it help to think about what might happen? To prepare?”

“It could, but there is a chance that you would be way off base and then it wouldn’t have helped at all.  I’m pretty sure that Jason would have never guessed the noise in the cave if you had given him a hundred tries. It was probably something related from when he was a kid, but you never know.” Dick stopped to consider what he thought Damian would possibly see. The kid was tough and hard to rattle, but the likely choice was obvious.  “You think you’ll see Talia.”

Damian crossed his arms and gave Dick a challenging glare. “I care for my Mother deeply.”

Bullseye.  “I know.  Just because you love her doesn’t mean that she’s can’t still scare you. If anything, that might make her even scarier.” Damian continued to glare at him, but said nothing.  Dick ran his hand through his hair, unsure of what to do next.  He was mentally exhausted and he was sure the Damian probably felt similar the longer he thought about what they were going to do. They had gotten as far as Damian was probably going to let them go tonight and pushing him wasn’t going to help. “I think this is a good place to stop for now.  We can talk about it more tomorrow.  Make a more solid plan?” Damian nodded his head almost imperceptibly.  “Want to head back up?”

“Alright.”

The two of them stood and walked towards the elevator, with Damian moving a little slower and a little closer to Dick than he normally did, lost in his thoughts once again.  He was slightly startled when Dick put his hand on his shoulder, but then relaxed slightly into the motion as he squeezed, and Dick smiled at the top of Damian head.

“Thank you, Richard.”

[iphoenixrising]

Body Swap: The Fallout

So, things have been kind of crazy and I had to stop stuff to get Fracture, 29 out of my brain pan, but I was still working on this thing for @Jayseedub after we had such a nice convo >.<  It’s the continuation of this thing. Ah, it’s very angsty because I just--I wanted a knock-down-drag-out fight between these two. I want Dick just as pissed as Tim (because of than “you’re my big brother Dick, I know you’ll always come for me,” line Tim fed him in the Red Robin comic. Such a load of crap, right?). I wanted Tim screaming, and welp, I got it. (So prepare for the feel train, it’s rolling down the track).

And a new HC that really makes me feel better about the whole Dick taking the tunic thing, but you can read about it and let me know what you think ;)

**

A few days after the little incident, he’s settled back into his usual routine: check with his team, track any nefarious activity, do any necessary tech refreshes, and dip out to track any number of leads.

He’s on the dip out part, already suiting up and packing some supplies for an extensive trip out to start up with infiltrating an underground fighting ring he thinks might be a cover for something a hell of a lot worse when the Tower’s systems tell him someone with a passcode not Titan specific has touched-down on the roof.

The systems pops up a screen so he can watch the Javelin ease down, effectively blocking his own plane from being able to take off.

Behind the whiteouts, his eyes narrow, but he’s moving to the communal floor, giving the executive override to the elevator sliding slowly to his Perch. The re-direct is going to be better for however this little convo is going to go.

He double-checks his utility belt absently as the doors slide open.

“Titans are out,” he starts, “you’ll have to pull the JL roster instead.”

Nightwing stops dead at the lack of humor or empathy. It’s just business as fucking usual--natch. And Big Wing pauses with it, calculating the last time before the body swap incident that he’d actually seen the face, the eyes, under the mask before he was staring at it in the mirror. (Why didn’t he realize it before?)

Soft click and a whirl when central air kicks in, blowing cold on his neck and shoulders, but he doesn’t flinch, doesn’t move. From behind the whiteouts, he’s staring, eyes moving over Red’s abdomen, seeing the roadmap of scars, seeing the new scores against the good guys, seeing a whole lot of vigilante without any of the kid he used to see.

That’s the only good thing about the swap now, isn’t it?

It was impossible for Tim to duck and hide if he wasn’t even in his own body.

“I really hate the sewers under the east side, Timmy,” he comes back easily, forcing it to be Tim and Dick, not N and Red. He doesn’t feel any kind of bad, “But you knew that. You’ve known that since your were in the Robin tunic, so that was a nice way to get back at me.” Now he’s moving forward, eyes for every twitch, every breath, every aborted attempt at a pocket in the utility belt, the slight twitch of the head to indicate the eyes moving for some other escape.

But, that isn’t going to happen.

Because now he sees how things have progressed. He can pick out the shadows and old pain in the slight scar on Tim’s cheekbone and the familiar furrow of his forehead--one he’d always associated with the baddies, Tim’s planning to break shit furrow (and well, who’s getting a load of that now?)

Even if Tim’s playing leader of the Titans, playing at keeping himself above the petty fucking emotions that leave him open and vulnerable, Dick, for the first time in too long sees right past the facade.

And his lip curls up in a sneer, slow boiling anger that’s been simmering for days, one that started the moment he let himself out of Tim’s Perch in a body that was fucked with new scars and lack of crucial viscera. Once he realized Tim had been lying to him the whole time--had just been playing some sort of fucked-up role-- the slow, churning betrayal turned into anger just that quick.

Tim had let himself step back and away, hadn’t trusted him enough to open his damn mouth with the Real. Fucking. Deets.

(Why did you stop talking to me?! Why didn’t you tell me it was all too much? Why did you let yourself slip through my grip? Dammit, Tim. Goddammit.)

And. It. Hurts. Hurt to know Tim pulled the deflection card on him. On. Him. (The guy that apparently lies to whoever the hell Batman is at the time).The devices they used against criminals and murderers, against megalomaniacs and psychopaths, the weapons they used to hide the meaty humanity under the capes so the baddies couldn’t break them open with it--

Their tools to stop the bad guys.

And Tim used it on him.

So when Nightwing resumes his stalk, to come face-to-face with his little bro-- the leader of the Titans (and just how fucked is it that he’s pretty sure Tim doesn’t want to be called that now, well too damn bad), his hips roll in a smooth, seamless motion anyone that knew him knew meant time to get real. Just like he suspects, like he half-hoped wouldn’t happen, Tim’s fingers flicker, probably activating the gauntlets to spit something out in his palm (he’s already re-programmed himself to be on the offensive, not to fight with but to fight against).

“I think having Hood write all over my fucking back kind of makes us even,” Red Robin comes back, neutral and empty. “Besides, Croc was still in Arkham. You’re welcome.” The asshole doesn’t necessarily have to be said to be understood.

“Even?” And it’s low, dangerous. Nightwing’s movements are precise and even as he raises the whiteouts so those electric blue eyes can hyperfocus, to give complete attention. “You think we’re even, Tim?” And Dick leans down just enough to put the two of them close, “because I sure as hell don’t think so.”

And the furrow in that forehead gets deeper, sharper, almost the time to fight furrow. “I served my fucking time as Robin, I did what I set out to do, and your protege gets what he wants. It’s fine, right? The day gets saved. So what the hell is your problem?”

Oh no. Oh no he didn’t.

Dick’s upper lips curls in a sneer, “did what you set out to do? Is that how it went? You never wanted to be part of the family in the first place? You just wanted to get being Robin done and over with because it just some obligation?”

The furrow falls away from Red’s brow because what now?

“Your mom and dad were always away, so training, fighting, taking up my name was what to you? Something to keep you busy?  Were we just a damn hobby or something, Tim? Is that what you’re trying to tell me?” The warm edge is bleeding through, but finally, he seems to get somewhere.

Because Tim draws back insanely fast and gives absolutely no shits about punching him right in the face.

“Fuck. You!” And it’s Tim that’s yelling back at him, it’s Tim. Not Red, not the mask, not the cold shoulder.

Dick doesn’t fight it, doesn’t counter it, doesn’t come back even though he’s fairly pissed right the hell off, but he works his jaw a little (because that? Was a nice one) and straightens up to the clenched fists and bared teeth.

“You could have said that a long time ago,” Dick comes back because, no Tim, we’re not just letting it go, “that we were only some way to pass the time, not that you ever wanted us, just the fucking name. All you wanted was the R all that time? Would have been nice if you’d just said so, then I wouldn’t have gotten so invested in you--”

And he’s calculating, wondering how much more Tim can take before he breaks, before he finally spills out his weakness (reads as: the truth).

“I-I fucking bled for that cape, you asshole. I almost died time and fucking time again for that cape. My dad, my fucking dad, Dick,” and the hitch is still there, the utter agony, “...all-all because I was Robin. I kept Bruce on the straight and narrow as much as he let me. And what the fuck did it all mean?! What the fuck did it get me?! Thrown out on my ass? Told I was crazy? That I just had to accept it when Bruce was “dead?” How many superheroes get another chance? Like Jason-Mother-Fucking-Todd?! How farfetched is it really?”

And Dick lets him spit it out, the warming anger burning away the icy calm of Red (reads as the other Robin) to reveal slivers of Tim Drake--the teenager in pain.

That’s the face he wants to see again, his partner and friend, Timmy. Because Dick gets the vigilante now, after mapping the journey from losing the cape until now, tracking the baddies, tracking the trail to find Batman, seeing what kind of things “Robin couldn’t do,” all of it justified who and what Red Robin is. But Tim? The young, damaged kid under the mask is the one Dick needs to help, needs to see, needs to understand. And, no, he isn’t leaving until they hash this out. So, tough, Timmy. I’ve got you now.

“You couldn’t even look me in the face,” is almost screamed at him, Tim refusing to back the hell down, his hands shaking with the poison pouring out, all the mistakes and misunderstandings, all the strain and stress, the hard decisions and unavoidable repercussions. He fully intends to give back in spades. “You threw some bullshit about being equals and gave another kid my name. It wasn’t yours then. I made it mine. It’s all I had left, the only thing I had left of Bruce, and you gave it the fuck away like I meant nothing. Like I was garbage. I had nothing else left.”

But Dick moves, gripping his biceps in an unforgiving hold and already ducking a hand under Tim’s defenses to rip off the domino, to look at him, not the whiteouts.

Snarling and ferocious, wet eyes and bared teeth, seeing what happened, what those tough choices did to him, to them makes Dick’s jaw clench down and his chest fucking ache.

“You idiot. You had me. Dammit, Tim, you’ve always had me. I thought you knew that. I thought after everything, everything we’d been through, in the five years we bled together, you’d always know I’m here for you. I’m here for you no matter what. No matter what happens, or how far you go, you always have me.”

The younger vigilante in his hold, the one fighting against his grip like a bleeding, dying animal is snarling and growling in such fucking pain (and he’d missed it, missed how much he hurt Tim, how much damage they’ve done to one another without really trying).

He grips harder, not letting Tim pull away this time, not letting him hide behind Red.

“Robin is just a fake name, Tim. Dammit, Robin isn’t, was never, who you are. Didn’t you figure that out in the damn desert?” And he bares his teeth as well, shaking the younger vigilante just so he doesn’t give him nuclear noogies and months of endless cuddles. Just how could Tim be such a dumb ass not to have known? Not to have called? Not to have just said something?

Was the trust between them broken that badly? Why the hell had Dick even believed him when he said he knew Dick would always catch him? Why hadn’t he seen through the bullshit back then?

Tim’s nose is turning red, his watery eyes narrowed, every muscle tensed up for the fight or flight instinct to kick in. Dick doesn’t give him the chance. Even if he is still supremely pissed, he pulls Tim hard into his chest, wraps both arms around him tight, trapping him at the waist and shoulders, a hand on his neck, waiting for the right time to slide into his hair. It’s how Tim used to need it after a hard night, a bad run of it, and Dick is shameless in using it to his every advantage. He puts his cheek down on the top the crown of too-long hair and breathes against Tim’s ear, “You have it wrong. I didn’t think you were crazy. You weren’t talking to anyone long before Bruce disappeared. You were pulling back, pulling away, and I couldn’t help you. You wouldn’t let me help you, Timmy. You had a gun, and I know you had it in your hand the night I happened to call and check on you. I always knew.”

And the body he can’t let go of is shuddering harder in his arms at the reveal, that Dick had always known what the third Robin was ready to do, how far gone he had almost been. If Dick Grayson hadn’t called him that night, forced him to keep talking, pretty much kicked the door in to the shitty apartment in the ‘Haven with the phone still up to his ear. If Dick had just hung up the phone.

Well, they wouldn’t be here now, would they?

“I didn’t know what else to do. Dammit, being Robin was killing you and you couldn’t even see it.”

Frozen for long moments, Tim blinks rapidly against his watery vision at the plain cream wall over Dick’s shoulder because well, that changes things just a little, doesn’t it?

(Was it? Was the tunic really killing him back then? He made bad calls after Dad, after everyone-- but-but...the .45 auto was the most solid thing he’d held for a while).

“Dr. Erin O’Malley is a therapist known in our circles. How do you think Roy kicked the habit? And who Ollie saw when he came back from his soul-searching thing? Barry told her about his mom, for heaven’s sake, Timmy! She knows J’onn isn’t from around here, and Kara has big brother issues with Clark. After Blockbuster and-and Tarantula, she helped me too. Hell, the majority of her clientele are superheroes, and that’s why I called her. I was getting desperate for you to talk to someone, anyone before you did something.” And the fear might be old and dusty, but Dick’s tone gets thin with it anyway, the ‘he’s going to kill himself’ vibe crawling down his spine, that made him chase after Tim right after he left the Cave, ready to leave Gotham behind to go on his quest to find Bruce.

He feels Tim’s chest stutter against his, feels how hard Tim is biting down on his lower lip to keep the half-sob in.  The harness is digging into the thin Kevlar lining of the Nightwing suit, and he makes an irritated noise, pulling one arm away just long enough to deactivate the thing and toss it on one of the couches without really letting Tim escape.

“The not telling you about Dami taking up the mantle was wrong, and I am such an asshole for it. I’m sorry, Tim. I’m so sorry.”

He feels the tremble go through Tim’s whole body at the admission. He feels how the younger vigilante tries to ruthlessly squash what he believes is an obvious weakness by trying to pull back again, shoving his palms against Dick’s chest to get leverage. Dick just sweeps his arms by his sides and wraps himself around Tim like a blanket, walking them backwards a few feet to press Tim against the wall so he’s less likely to escape.

“I am sorry how it all happened, but I don’t regret making you move on. Someone had to break you out of the spiral before it killed you, and as much as it sucks and I hated it, it still worked. The stuff with Ra’s? We are eventually going to talk about because you, you should have called me dammit. How fast do you think I would have torn the Cradle apart looking for you? Faster than Clark when Lois is in some kind of peril. Honestly, when have I ever left you when you called? Especially when you magically lose a spleen?!”

And all the facts, all the digging, all the new information makes him clench his jaw with how much he didn’t even know, the muscle jumping against Tim’s temple and his arms unconsciously tighten even more, absorbing the progressive tremble of limbs and chest, of forced, slow breathing, and the attempt to keep control.

“I’m so pissed off right now, Tim. So. Pissed, but I’m not letting you go. Hell. No. Not this time, do you understand me?”

“Go to hell,” but the tone is thick and wet, the struggle renews with vigour, “like you have any reason to be pissed? You had no problem when that little asshole made sure I knew I was just a fucking stand-in.”

“Dami was an asshole to everyone--” he starts to placate, but pauses when he remembers the acidic tone, the honesty in Dami’s tone when he was the one wearing Tim’s face.

Maybe he’d underestimated how much Dami had an impact back then--

Obviously he has since Tim find the weakness in his hold, grips his wrist, turns on his heel fast, and throws him in a familiar move.

But since Dick was Robin, was Batman, is Nightwing, he rebounds off the wall and comes back for it, missing Tim by a miniscule margin when the younger folds his knees at just the right second.

Dick lands it on the Communal Floor’s kitchen, landing crouched on top the island without even a wobble, and stares Tim down with a frown marring his features.

“I didn’t know it was that bad, Tim. I didn’t know--”

“Of course you didn’t,” with scathing heat behind it. “It’s not like you’d want to hear anything against your fucking Robin now would you?” And all that tightly wound anger, all that pent-up pain is so obvious in the way Tim refuses to advance, refuses to let his voice raise again.

“Tim, I swear, at the time--”

“But you got what you wanted, didn’t you, Dick?” Is all dangerous now, low and pitched, the flash of Tim’s teeth in the overhead lights, “you got the Robin you wanted, the Robin that was fucking blood. It wouldn’t have mattered if you’d paid enough to attention to know he cut my fucking zip line, or he’s the one that took me out of the Cave’s mainframe like I was a stain on the tunic. Even if you knew all of that at the time, what would it have really mattered? I was just the stand-in from the first time you wore the cowl, and I get it now.”

“No,” Dick snarls, leaping off the island in a smooth flow of muscle and power, countering Tim’s duck and dodge, forcing the leader of the Titans back against the wall again, “that isn’t true. That was never true,” and his voice has gone deep, dark, eyes narrowed outlined by the domino, “you were always my partner, just as much as Bruce was, so were you.”

“Don’t fucking lie to me now--” Tim comes back, his voice half-hoarse from yelling, screaming, his whole body clenched tight, “if I would have know that truth, it would have been easier from the start. Bruce didn’t hide it from me, Dick. You did!”

And that little bomb drop? Oh Bruce is going to hear about this.

Later when there would be audio and vid. Then the Batman could have his own time to address this obviously gross oversight.

For now, though, he’s going to make a hell of a lot of things very clear.

“In the beginning, I didn’t want a twelve-year old getting involved. You’re right about that. I didn’t want you to take up the tunic and neither did Bruce, so you are one hundred percent right. In the beginning, Tim, we didn’t want you.”

And just the facial ticks, the tightening of a gloved fist, the tells Tim had apparently tried so hard to train out of himself since he’d been Red, give Dick so much more than he had before-- realizing how long this had been something at the back of Tim’s brain pan.

“It would be too easy for your to get hurt, for you to die. You had a dad who would mourn you, Tim. You still had family. You still had things to lose Bruce and Jason and I never did, so no, we didn’t want you risking your life for our Mission.”

Clenching jaw, eyes getting wet again, but Dick watches Tim flutter his eyes to hold back. Not there yet, not there yet.

“But in the first year, you proved how smart and capable you are. You didn’t back down, you didn’t give in or give up. You wore that tunic like it was the only thing that mattered. You gave the role of Robin more than I did at that age or Jason did. You made Robin a force to be reckoned with, and you made us, me and Bruce, so fucking proud. So proud you stood by us and just kept on fighting. You became our family, Tim, my brother and Bruce’s son. Blood didn’t matter, it never mattered. Not then and not now. Despite all of it, you’re still and always will be my little brother and nothing, nothing is going to change that.” A little fact: he is going to pound into Dami’s skull because some little birds need to realize, the first Robin was never blood either. The ‘true son’ is going to get one hell of a lesson when he gets back to Gotham.

But for right now, for right now, Tim’s eyes are wet and blown wide in surprise, his hands and arms half-poised, frozen in shock but for the small, almost imperceptible trembling (Oh, God, Tim, how long have you felt like this? How long have you believed--?). When Tim drags in a breath, lets out a broken, choked, noise, Dick is right up in his space, gripping and holding hard by the time his eyes spill over.

It a horrible and wonderful thing at the same time, when Tim’s shaky hands come up under his arms, around his back, and grips his shoulders tight enough that the bruises are going to be epic. When Tim’s face is hidden in the side of his neck, and he can feel the tears sliding down his skin to the suit, knows the younger vigilante is still trying to fight it instead of just letting go.

Dick turns his face enough to bury his nose in the too-long hair and close his own hot eyes tight because he missed this. Missed this too much to bear.

His tone is gruff and wobbly, his hold inescapable when he finally comes out with it, “we… We may not have wanted you in the beginning, Tim but we sure as hell did in no time at all. Geeze, you’re an idiot. I mean, who wouldn’t want you? Even immortal megalomaniacs want a piece of that.”

Half-laughing and half-sobbing, Tim’s muscles try to contract, try to make himself smaller in such a familiar move that Dick blinks fast but still manages to get a few wet drips in Tim’s hair. He gives absolutely zero shits about it and manages to reach down and get an arm under Tim’s knees to lift him up high against Dick’s chest, takes them both to one of the couches on the communal floor where he can sit with Tim in his lap and hold on for as long as he can.

[furederiko]

It's the first post for the month of June, and it's a Random-News-Digest! Thanks to my internet, the previous one was 3 weeks ago though. That means, it's catching up time... and there's a lot of it. Here goes nothing...

Disney Live Action

Another live action reimagining has potentially been added to the list of upcoming releases. Director Sam Mendes, who did James Bond's "Skyfall" and "Spectre", apparently entered early talks to work on "Pinocchio"! Mendes was previously attached to adapt "James and the Giant Peach". But according to Variety, that project is officially not happening, so the chances of Mendes moving on to "Pinocchio" is really high. With Guy Ritchie's "Aladdin" about to start production real soon, possibly followed by Niki Caro's "Mulan" as well as Jon Favreau's "The Lion King", Disney Pictures is currently sitting on a remake comfort-zone. No official casting news have been announced for neither of those projects those, but as we get closer and closer to Disney D23, I suspect things are going to come to light pretty soon. Let's just hope these movies will be as good and successful as what we've gotten so far...

Saint Seiya

Well, this news was truly a surprising one! According to Eiga.com (via Anime News Network), TOEI Animation and Chinese distribution company called A Really Good Film Company (that's the real name) are co-producing a live action movie based on the franchise. Tomek Baginski, a Polish director will be directing the movie. Jeffrey Chan, Yoshi Ikezawa, Joseph Chou will produce, while original manga writer Masami Kurumada, Kozo Morishita, Tim Kwok, and Miguel Faura are serving as executive producers.

Truth be told, I had mixed reaction about this, and that sentiment has remained the same until now. I've always thought that the "Saint Seiya" franchise is PERFECT for Hollywood adaptations, considering most of the characters, especially the Gold Saints... are practically Greek guys with a story that takes place in a Greecian setting as well. The cloths, especially the Gold Saints ones, would easily look amazing as real life armors. Heck, TOEI recently held an exhibition where they showcased the Gold Cloths in 1:1 scale, and that idea worked! So this sounded like a great news already. On the other hand, at the same time, I'm not sure whether they will pull it off. Particularly with the failure that was "Ghost in the Shell" back in March. Not to mention, a Chinese company, instead of a Japanese, or at least Hollywood is working on it. Not trying to be racist, but I don't have a lot of faith in Chinese companies.

My biggest concern is that they might go the "Dragon Ball Evolution" and "Ghost in the Shell" mishap, by altering the core Bronze Saints to be white teenagers instead of Japanese. That would instantly become a huge WTH for me. IMHO, at least the cast for Seiya, Shun, and Ikki should be Japanese. If they need exception, both Hyouga and Shiryu can easily be one. The former can be reimagined as European, since the character is partially Russian anyway (hence the blonde hair), while the latter, can naturally be rewritten as Chinese (still needs to be Asian though). A lesser concern, is the fact that the series never really took off in the US, as much as it was hugely popular in South American region. Once again, if "Ghost in the Shell" couldn't sell well, I honestly doubt the same would happen to "Saint Seiya". So it's already a big question mark. But let's keep an open mind, and well... we'll see.

Charlie's Angels

I didn't realize that the last "Charlie's Angels" movie was released back in 2003! That's more than a decade, and precisely 14 years ago. Which means, the movie (not TV) franchise has entered the right age for reboot, remake, reimagining, or the likes. It's Hollywood folks, so what do you expect? And I'll be damned, because that IS the case. Elizabeth Banks is set to direct a reboot movie for the franchise, and it will arrive on June 7th, 2019. That's legit release date, so yeah, it IS happening. There aren't any detailed information about it yet, but I think we can expect to hear one by summer. Now I can't tell if this is a good or bad news, but I'm always game to see tough and powerful women kick some bums on screen. Who knows, perhaps we might get Jennifer Lawrence, Anne Hathaway, Lupita Nyong'o, and other Oscar winners as the lead characters. THAT would be wake af!

Hellboy

Not unlike "Charlie's Angels", the same is happening to "Hellboy" franchise as well. While fans have been asking director Guillermo del Toro and/or actor Ron Perlman for a third movie... to relatively zero success, Millennium instead has decided to go on another route: REBOOT. Yes, in a report released precisely a day after my previous R-N-D went up (meaning, it's close to a month ago XD), the studio has gone into negotiations with producer Larry Gordon and Lloyd Levin for an R-rated relaunch of the franchise. The working title is "Hellboy: Rise of the Blood Queen", and Neil Marshall is set to direct from a script by Andrew Cosby, Christopher Golden, and Mike Mignola. That last one is the creator of "Hellboy" himself, and he was the one who first broke the news. Marshall would then develop a new script with Aron Coleite.

I'm never a fan of the first two movies, so I can't really say anything good about this. I don't know how I feel, to be frank! LOL. Yet the news somehow got better, when I read the name of the actor who was in talks for the titular role. David Harbour! Yes, that Sheriff of the hit Netflix series "Stranger Things", who was considered to play Cable. I don't know about you, but Harbour sounds like the younger more charming-looking version of Perlman, so this news made me perked up! Okay, that was honestly hyperbole. I'm still unsure about this franchise, but I can safely say that I will at least give it a try... just because Harbour is starring. Ahahaha! But you know what? Perhaps rebooting might indeed be the right decision. There's definitely potentials to be HUGE. It can start fresh without the burden of continuity. And also... attracts new audience who was previously unaware or couldn't care less of the title, right? Like yours truly... *grins*.

DC Films

While it's unclear when we will ever see Dwayne Johnson finally fulfilling his dream to play supervillain "Black Adam", the actor has gone on record to propose an actor to play the protagonist counterpart of his character. And that actor is... Armie Hammer. Okay, HUH? I liked Hammer, so it COULD work. But is he the right man for Shazam? Nope, I really don't think so. Perhaps an Oliver Queen or Hal Jordan, but definitely not as a jacked-up Billy Batson. By the way, Johnson's "Baywatch" recently failed to even make a dent in the box office. Does this mean his popularity is fading? How will this affect his DC movies then? Hmmm...

Fresh from angsty "Power Rangers", and into the murky waters of "Aquaman"! Young chinese actor Ludi Lin, has joined the cast to play Murk. A character who is supposed to be Jason Momoa's Arthur Curry's trusted ally. How on Earth does a Hawaiian and Chinese became Atlantean is beyond me, but this was clearly a nice act to push diversity. Director James Wan also proudly showcased a really WET Amber Heard's Mera via his Twitter. I was still indifferent about it, and still won't be seeing the movie, but looks like many liked it. So that's... good, right? "Aquaman" is set to arrive on December 21st, 2018.

If there's a title that's been going on and off in a seemingly concerning state, it's none other than "The Flash". But perhaps, things are slowly running towards a better track. Why? Assuming that Entertainment Weekly report could be hold accountable, then Robert Zemeckis is indeed in talks to take over the movie after Rick Famuyiwa walked out. And guess the other name being on the contender list? The helmer of "Kingsman" himself, Matthew Vaughn! Not just him, both Sam Raimi and Marc Webb apparently were frontrunners as well, but have since passed. Oddly, the news arrived alongside a rumor of actor Billy Crudup walking out of the movie. One that has been debunked, considering he would be showing up in "The Justice League".

Speaking of the League, it became one of the most talked about news last month. Why? Because shockingly, director Zack Snyder alongside wife and producer Deborah had officially stepped down from the movie's post production and reshoots. He's taking some time off to deal with personal family loss/tragedy (my condolences to the Snyders). This has prompted mixed reactions from movie fans, particularly DC ones with their... insensitive and disturbing remarks regarding the situation. And here I thought they couldn't have gone that low!!! *sigh* The irony here was that Snyder has handed over the finishing duty to... *drumroll* the one and only... Joss Whedon! This was definitely an intriguing twist, because now Whedon would be famous for being involved in both Marvel and DC's ensemble movie. Of course, Warner Bros assured the audience, that Whedon's NOT taking over it completely, and just doing a favor to finish up the work. They said that the movie is still very much Snyder's work. Which was an ODD move, considering the negative impression Snyder has left with his first two DC movies. So... if you were among those who was worried that the movie is going to be as bad as his "Man of Steel" or "Batman v. Superman"? Well... don't jump out of that bandwagon just yet. At least, I think you should stick with the same concern until it has been proven otherwise. Remember, it's still a Snyder's and not Whedon's movie, and it opens on November 17th, 2017.

Another problem is running on the other League. This time, the "Justice League Dark" train. Remember how tall and mighty Doug Liman sounded when WB signed him to take over the project from Guillermo del Toro? Well, it seemed Liman might have just swallowed his own pride, because he's no longer attached to the movie. Liman moved on to work on a Lionsgate's project, so WB is currently on the hunt for his replacement. Back then, I would've instantly commented on this turnout. But now? Things like this has happened over and over again that I'm not even surprised when I read it. After all, it's just another setback to the universe, right? Nothing new here. LOL.

All these behind the scene problems that came in one after another, made you lose faith in WB and their DC Films, huh? Well, hold on to your horses, because I'm saving the best for last. And it's a GOOD news this time! Reviews embargo for Patty Jenkins' "Wonder Woman" has been lifted, and it has received positive reactions! Critics are easily calling it the best DCEU movie so far. Which means, basically better than "Man of Steel", "Batman v. Superman", and "Suicide Squad"... which admittedly weren't even a high bar it needed to top to begin with. LOL. When the first score was accumulated, it resulted a heaping 95% on Rotten Tomatoes! Which ironically begs the question: where has all those DC fans who claimed that RT is ruining DC movies run off to? Surprise suprise, they are out and about protesting and complaining about the Women Only Screening for the movie. SERIOUSLY?!

General comparison to "Captain America: The First Avengers" and "Thor" didn't surprise me, because the trailers have already given the exact vibe. But it's pleasant to know that eventhough those trailers didn't work at all for me, they didn't really capture the spirit and wonder of the movie itself. Which is nice, because in my opinion, it's much better when the trailers are bad but the movie is good, and not the other way around. And when I said the 'other way around', I was obviously referring to those previous 3 DC Films. They all had trailers that many folks claimed to be 'great' or 'amazing', when their actual movies failed to even generate the same response. So if the opposite is happening to "Wonder Woman", it's ironically GOOD, right? The big question now, will "The Justice League" catch on to deliver the same success, finally giving WB a good streak, or will it fumbles into its previous mishaps all over again? Somehow I have a feeling it will be the latter. Oh well, at the very least, the movie will have a good Wonder Woman (step aside, grumpy Superman or violent Batman!). Here's hoping "Wonder Woman" will inspire audience to see more of her, and help give a boost to "The Justice League".

One more thing. I also sincerely hope the positive critical response to "Wonder Woman" is a sign that WB would finally be stepping back on its destructive mentality. All these time, rather than doing their best to deliver a great movie for fans, WB has been focused on one thing: competing with Marvel Studios and trying to top it if not take it down. Which is a SILLY notion on its own, because Marvel Studios already had a long headstart, so no matter what attempts WB tries to be 'different', DC Films will ALWAYS be compared to Marvel Studios' releases no matter what. Ironically, the one and only possible way they could really bring down Marvel Studios from 'the competition', is by damaging the future prospect of superhero genre. Unlike WB and their other variety of franchises, Marvel Studios relies heavily on adaptation to their comic book characters. So by producing bad superhero movies, WB might have unknowingly (or have they? hmmm) been planting the seed of destruction to the genre, which could also lead towards the downfall of Marvel Studios. This helps explain why Marvel Studios have generally refused to say bad things about DC Films, and instead continuously wishing them to do great. They know what's at stake here, and how the genre's longetivity is so much more important than a pointless childish rivalry. A rivalry that WB and its directors, producers, and actors has been flaming over and over again. I sincerely hope, that with Geoff Johns (who used to write for Marvel Comics) finally in full charge, WB and DC Film will turn over a new leaf and proceed with a positive and hopeful heart. One that does not require them to continue being the jerk of the industry...

Dark Universe

Nooo, this isn't about WB's supposed "Justice League Dark" movie. It's a category previously known as... "Universal Monsters". Yes, as if the news of Doug Liman leaving the movie wasn't enough, Universal Studios officially snatched the title of that exact upcoming DC Film movie. Now there's no way WB will be able to use the title again, unless the law sits in in their favor. Don't believe me? Universal has even released a trailer for it. \ So yeah, it IS officially a done deal, no more beating around the bushes. Tom Cruise-starring "The Mummy" will INDEED be the first of its kinds.

Apparently, their Shared Universe's interconnective tissue would be a mysterious multi-national organization called Prodigium, the one possibly led by Russell Crowe's Dr. Jekyll. Who, as the original tale suggests, WILL indeed turn into Mr. Hyde. Oooohhh... juicy! I mean, this might sound really strange, but seeing Crowe turns dark and monstrous somehow makes me all... giddy. Yeah folks, while everyone is busy oggling Cruise and his endless foray of dangerous self-performed stunts, it's Crowe's inclusion that would be my primary reason to see this movie. And I'm not kidding, this might also sound weird, but he was one of the reason I enjoyed "Les Miserables" too *grins*. Of course, if you're still not convinced about seeing this movie on June 9th, you can check out the third and final trailer, just to be sure of your... uh, life choices. LOL.

What directly comes next after "The Mummy", is the "The Bride of Frankenstein"! Bill Condon has been tapped to work on this movie, based on the script by David Koepp. It has even been set for February 14th, 2019 release, which is Valentine's Day, so things will perhaps be more... romantic. I'm personally curious to know why they don't have another project for 2018, but perhaps unlike WB that seems to rush things, Universal wants to take this slowly? Anyway, knowing the title, it's clear that they will be skipping Frankenstein's origin story. The casting hasn't been made official until now, but Javier Bardem has stated his enthusiasm for the role, so highly likely the role is his to play with. As for who will be playing the titular Bride, names like Charlize Theron, Salma Hayek, and Nicole Kidman have been thrown around for a while now, with Angeline Jolie being the most favored of all. Let's just wait and see who gets it then...

Of course, things are currently riding on the success of "The Mummy". If it does manage to achieve one, at least in the minimum amount of expectation, then we can count on seeing Johnny Depp as Invicible Man, Dwayne Johnson as Wolfman, and so on. If NOT, then I honestly don't know what would happen. Marvel Studios kept on moving despite the response to "Iron Man 2", and now its Marvel Cinematic Universe has become the first and most successful of its kind. WB was persistent enough with their DC Films, that eventhough their first three movies was poorly received critically (among plenty other production issues), they have continued limping their way to produce their first good movie in "Wonder Woman". Will Universe follow suit, for better or worse, inspite of general audience's possible fatigue concerning this forced Cinematic Universe approach? As always, we'll see...

SONY Marvel Universe

Many people ridiculed SONY Pictures when they announced the solo "Venom" movie. Movie writers and journalists didn't quite buy it, until a more concrete news arise. Some fans even questioned how a Spider-Man spin-off would work, in a non-MCU universe WITHOUT Spider-Man. But then SONY dropped a bombshell, by officially announcing a lead actor and director for the project. And they were NOT messing around. Tom Hardy, that great often-under-appreciated Oscar nominee, whose performance as Bane in "The Dark Knight Rises" became the joke of many DC fans, has signed on to play Eddie Brock. And that's because he's a fan of the character! WOW. Ruben Fleischer, is set to direct the movie, based on the script by Jeff Pinkner and Scott Rosenberg. So it's happening folks, it IS happening.

The same goes to the Silver Sable and Black Cat movie. The project that has been officially titled as "Silver and Black", is closing in on a director. When the news hit last week, Gina Prince-Bythewood was in negotiations to helm the movie. I can't really tell if she's a great director or not, but apparently her work "Beyond the Lights" was highly-appreciated. Chris Yost, who worked on the upcoming Thor movie, is writing the script with Lisa Joy. And Matt Tolmach and Amy Pascal are producing. So this one IS happening too!

My reaction to these news? I LOVE Hardy, especially his performance in "Warriors" and "Inception". And seeing him headline a movie is always a joy, even if the movie itself might not be good at times. But great gawd, he would've made a great Kraven the Hunter instead of Eddie Brock!!! >:(... And yes, I might have jinxed it when I said that, because apparently there's a rumor flying around social media now, that "Silver and Black" will be using Kraven as the antagonist. Ouch! Is SONY trying to use up the Spider-Man characters, so that Marvel Studios can't use them as antagonists to Tom Holland's Peter Parker? I hope that's not the case, because I could be really angry about it. Moreso, I still don't see how "Venom" nor the pairing of "Silver and Black" makes for a good idea, especially since neither of them would be bouncing off against a Spider-Man. But let's take a deep breath, and just think positive about it, okay...

Uncharted

Speaking of Tom Holland, here's a pleasant little surprise that would make everyone, especially his and video game fans turn heads. The rising British actor has been cast, as young Nathan Drake for the "Uncharted" movie adaptation! Apparently, the Shawn Levy movie will play around Drake's younger days, as opposed to his mature adventures that have been depicted in the four games so far. It was said that SONY head Tom Rothman was impressed by Holland's performance in the upcoming Spider-Man movie, that he pushed for him to be the star of another franchise. The problem with this development, Joe Carnahan's script can no longer be used, possibly postponed until the movie requires an adult Drake. Levy is still onboard, but a new scriptwriter is being sought to work on a new version.

There was a flashback sequence in "Uncharted 3: Drake's Deception" that showed Drake meeting his mentor Sullivan for the first time. That's likely the foundation of what this movie's going to be about. In a way, we can safely say that SONY is expecting Holland to grow into a charming athletic adventurer like Drake in future movies. Especially because movies like these usually takes at least two years to develop, and the now 20 years old Holland, would be almost 30 by the time he's working on a probable-third movie. You know what? I can totally buy that! And I'm certainly not alone in thinking this way.

And as for Holland's idea on Chris Pratt or Jake Gyllenhall playing a younger Sullivan/Sully? I'm a fan of both actors, so his statement definitely puts a really wide grin on my face. Not sure if they would be a good fit for the role (try picturing THIS IMAGE, but with Holland and any of those actors)... but yeaah, I'm totally down with that!

Marvel Studios

Yes, still talking about Holland. Because he's on THREE effing categories this time! What a year for this hunky young fella, eh? His Marvel Studios movie, "Spider-Man: Homecoming" is only a month away from arriving in the theatres, and the hype on social media is growing bigger and bigger. The third and so called final (lengthy, I presume?) trailer was released last week, and it showcased some extra scenes while rehashing the ones from previous two trailers. Considering the 2nd trailer has pretty much spoiled beat by beat of the actual movie, this final trailer didn't even bothered to do the same all over again. Who knows what the TV spots and clips will reveal though, because this feels like SONY's marketing, hence why it didn't feel like Marvel Studios' doing.

The good news is, the movie is tracking to a $135 million domestic opening number. Yes, that's a relatively lower number than Marvel Studios previous Summer releases, but it's still the highest number for any Spider-Man movies since 2002. A number that has consistently been declining, by the way, with the exception of "The Amazing Spider-Man 2" in 2014. So despite the number feeling rather low, especially for a movie that has Robert Downey Jr.'s Tony Stark, this is still something good on its own.

Meanwhile, now that "Guardians of the Galaxy Vol. 2" is out for almost a whole month, director James Gunn is already hard at work on the next installment, "Guardians of the Galaxy Vol. 3". While the second movie made it clear that Chris Pratt's Peter Quill is the only Earthling member of the team, Gunn had openly revealed on social media, that such restriction will no longer apply in the third. In my opinion, Gunn specifically made the rule, likely to ensure Quill being the only representative of the planet, especially when we put into account Ego's 'celestial visit' to various planets. Since "Vol. 3" is set to take place after "Avengers: Infinity War" and Avengers 4, the Guardians would have been exposed to Earth, thus including more Earth-bound heroes like Nova or others should make more sense. Hey, even Brie Larson's Captain Marvel can be among their cosmic ranks too.

X-Men Universe

Josh Boone's "X-Men: The New Mutants" had scored, or rather confirmed its first two cast members. As previously rumored before, rising stars Anya Taylor-Joy and Maisie Williams have officially come onboard to play Russian mutant Magik and Scottish mutant Wolfsbane respectively. Both names have been associated with this movie since last year, so it's nice that we've finally gotten the confirmation some of us needed. Apparently though, the 'Natt Wolff is being approached to play Cannonball' part didn't pan out, as a surprising name has entered talks to portray the character instead. What a strange things indeed... ;D

Hold on, make that four actors, if we count Marvel TV's MVP Rosario Dawson. Yes, apparently Dawson has been approached to play Dr. Cecilia Reyes, a doctor that would serve as some sort of mentor figure for the younger cast. The character has the ability to generate force field, so she's definitely a mutant as well. Assuming Dawson agreed to take the role, this would be her second Marvel role, and also a step up from a rogue nurse Claire Temple into a full blown doctor. Someone just got medically promoted! LOL.

It's seriously unclear when or how the timeline of this movie will fit in the... ugh, already messy and confusing larger X-Men universe. What we can really be certain of however, is the genre the movie will dive into. And FOX isn't playing around, because based on Boone's statement to Entertainment Weekly, "We are making a full-fledged horror movie set within the X-Men universe. There are no costumes. There are no supervillains. We’re trying to do something very, very different.". Okay, now this was both intriguing and concerning at the same time. The idea of having a younger cast, somehow meant that the movie will be a young adult version of the genre. And that's good. But no costume, and also horror bit? Even "Doctor Strange" didn't fully go that direction, because it might not score the PG-13 rating. Does this mean, "New Mutants" (yes, I'm still not used to adding the X-Men part in front of it) will also be R-rated, much like FOX recent movies? It COULD... be a good idea, but at the same time, it's a risky one that might not work either. I guess we'll just have to wait and see what Boone means when the first trailer hits. "New Mutants" is set to be released on April 13th, 2018. Production is expected to begin pretty soon in July... so I'm sure we'll hear more about it and more ethnically-appropriate casting through San Diego Comic Con.

Meanwhile, the tentatively titled "Deadpool 2" has welcomed a new cast member. Jack Kesy, who I just realized portrayed that rocker whose genital creepily fell off in "The Strain" (not kidding, it's a disturbing scene), has been cast to play a major villain in the movie. Deadline said, that their sources pinpointed the character as... Black Tom. Nope, I did NOT know that character, and the day I read the news, was even the first time I have even heard of it. After Ed Skrein's Ajax was universally acknowledged as one of the weakest element of the first movie, one would think that FOX would amp up the antagonist department, right? Looks like that's not the case. But let's give this sequel the benefit of doubt. Ryan Reynolds is returning as Wade Wilson, alongside Morena Baccarin as Vanessa, Leslie Uggams as Blind Al, Stefan Kapacic as Colossus, and Brianna Hildebrand as Negasonic Teenage Warhead. And just like Dawson, Josh Brolin will be portraying his second Marvel role, this time as the time travelling Cable. Directed by David Leitch, "Deadpool 2" will hit the theatres on June 1st, 2018.

Let's move on to the TV side now! And let's start with the good news first. FXX, a younger-skewing part of FX Network with focus on animation, has ordered a 10-episode series of Marvel's "Deadpool" (tentative title, by the way)! And guess who will be working as showrunner for this show? "Atlanta" very own Donald Glover, and brother Stephen Glover. Well, color me intrigued! This Deadpool series will serve as Marvel TV's second collaboration with the network, after the critically acclaimed "Legion" that aired earlier this year and has received a renewal. ABC Signature Studios is producing the show. And yes, joining Dawson and Brolin's party, this would be Glover's second major Marvel involvement following his inclusion in "Homecoming" (noticed that he showed up in that latest trailer too?). Hmmm... is it just me or FOX continues snatching actors from Marvel? Anyways, would Glover be voicing the lead character too? That would be awesome.

Now, comes the bad... or politely speaking, not that-good of a news. And it's about that new X-Men TV show, "The Gifted". I know I haven't been talking about this for a while now, because frankly... I couldn't care less. But I'm going to report it anyway now, because it's happening. Well, mainly because an official teaser has been released to celebrate the full season order. So yeah, FOX wanted their Marvel properties to play in the TV poolside as well, so they called out Bryan Singer and writer Matt Nix to... ugh, create this show. And it's generally about, "a family who discovers their kid is a mutant and must go on the run, shacking up with a bunch of other mutants to survive.". What's the point? I guess it's not enough to have "Legion" that, despite being really good, feels weirdly out of place from the X-Men movie universe, now they just need to insert another one to make things more... confusing.

To be honest, what I saw in that trailer didn't inspire confidence. At all. Which was odd, because I thought the teaser was quite intriguing. There's this weird... 'been there done that' vibe running throughout the trailer, and it certainly didn't give me the urge to check it out once it was over. It played a bit like "Heroes" I guess, but not the early seasons when it was good. Nope, it's the latter ones which people couldn't care less. But of course, don't ever judge a book by its cover, because this COULD be good. It has Amy Acker, Stephen Moyer, Sean Teale, Jamie Chung, Coby, Blair Redford, Percy Hynes White, Emma Dumont, John Proudstar, and Natalie Alyn Lind as its cast. While I'm only familiar with THREE of them, the rest of these actors could end up becoming as huge as those.. ugh three. So yeah, if you're an X-Men fan, you might want to hang on to your seat until this show arrives on FOX Network. Sooner or later. Good... luck, then?

Marvel TV

Since we've talked about Marvel TV's affair with FOX, let's talk about their own shows now.

Marvel's "Agents of S.H.I.E.L.D." has been officially renewed for Season 5. YAY for that! I personally thought the finale for Season 4 was rather... disappointing and underwhelming. Also, that post credit scene was confusing, and was revealed to NOT have anything to do with S.W.O.R.D. because turns out, Marvel doesn't own the copyright. Ain't that a deal-breaker! But obviously, a show renewal means a win for some of its fans, so... good for them. There's a catch though, because unlike previous season, the 5th season will NOT arrive in Fall 2017. Nope, NOT kidding, because apparently, AoS will not start until ABC has finished airing all 8 episodes of Marvel's "The Inhumans". This is a strange reveal, because I've always thought 2017 would be the year that ABC is having two running Marvel shows at the same time. Looks like I've expected too much.

But the report gets even... weirder. "The Inhumans" is officially set to air on... Friday 09:00 PM, following "Once Upon a Time". This news stirred up some concerns on its own, because according to many, Friday night is considered to be graveyard for TV shows. Heck, many people in the US aren't even home during that time! Most tend to go out, and have dates, parties, watch movies and whatevers. Is ABC trying to ruin the show before it even starts? Sure, ABC Chief Channing Dungey has told the press that the network is trying out a new strategy. But it also didn't stop folks on the internet to connect the show to a recent rumor that... didn't sound reassuring. With this odd airing schedule, the trepid response to the show's first look, as well as showrunner Scott Buck's bad track record thanks to "Iron Fist", I think it's not wrong for fans to start feeling... worried.

The good side that we can take from this, is that when the 5th Season of AoS begins airing on January 2018, the 22-episodes will likely run without any season breaks. There isn't any official statement about this, but VFX supervisor Mark Kolpak had hinted so in a social media response. Personally speaking, it's still uncertain if I'll be seeing this new season or not. Knowing my tendency to lose interest when a show starts to get overly long, highly likely I'm going to drop it, to then return sometime after it ends to bingewatch it. But it's not a fixed plan just yet. After all, I WAS planning to do that with Season 4, but then the Ghost Rider arc pulled me back in, and the rest was history. And of course, if the 5th Season is announced to be the FINAL season, that totally changes my plan. I would totally tune out in real time for one last ride, even if sometimes I have to *cough-Glee-cough* drag myself to do so. In the end, it all depends on what strategy the showrunners will apply to the show when it returns on January. It's still 7 months away, so plenty of time for me to have the AoS hiatus I badly needed. Assuming "The Inhumans" doesn't suck up all of my joy and leave me with pure disgust towards Marvel TV, of course... LOL *sigh*

Last but not least, the new season for "Avengers Assemble", officially subtitled as Marvel's Avengers: Secret Wars", is set to have a one hour premiere later on June 17th. This season will pick up directly after that bittersweet ending of Season 3, that left Tony Stark in a... digital state. To be honest, there's an annoying pattern to Marvel Animation's shows in the past few years, in that it started out strong and good... to then suffer a gradual decline in quality. That 3rd season, the one subtitled "Ultron Revolution", was just another good example of this. So while the prospect of having an entirely new roster led by Black Panther for "Secret Wars" sounds intriguing, I can't really say for sure if I'm going to stick around to the finale.

To help introduce these new roster, DisneyXD will be releasing a number of shorts via the digital platforms such as DisneyXD App. There will be six shorts released that feature Captain Marvel, Black Panther, Ms. Marvel, Ant-Man, Wasp, and Vision. Characters who have mostly (with the exception of Wasp) debuted on Season 3. These shorts will be available on a daily basis from June 2nd to June 7th. They will be essential to prepare audience for the 2-parters "Avengers No More", on June 17th as I've said before. I might be mistaken, but it seems the voice cast will have several updates as well, since I'm not seeing Adrian Pasdar's name on it. Nevertheless, fans of the animated series should definitely mark their dates to catch this new season. Who knows, perhaps the roster change will be effective to make it... better than the first three seasons.

Netflix

I didn't pay attention because I had to spend less time on Twitter now, but it seemed Marvel's "The Defenders" had a playful time with their social media marketing. Marvel officially released motion posters for the character, and apparently they were delightfully filled with easter eggs. There's Charlie Cox's Matt Murdock and Krysten Ritter's Jessica Jones hanging out on Rand Tower, Mike Colter's Luke Cage in Fogwell's gym, and Finn Jones' Danny Rand meditating in front of Alias Investigations, and so on. Fun stuffs indeed, at least by the sound of it, because I haven't personally observed them in details. LOL.

Cox talked to Empire Online, and revealed that despite the tonal difference to all series, "The Defenders" will have a tone of its own. One that is kept "grounded, but at the same time it lives in a slightly mythical world". Colter added that the four lead characters will be reluctant to work with each other at first. He also accidentally revealed on a separate interview, that Wai Ching Ho's enigmatic character Madame Gao is set to appear on the mini series. This wasn't particularly shocking, I should say, because technically Gao IS a member of The Hand, so of course she'll be involved somehow. Perhaps, alongside Ramon Rodriguez' Bakuto, who disappeared after his fight with Jessica Henwick's Colleen Wing in Danny's series? Speaking of Danny, Jones said that his character will be maturing and be more responsible in the mini series. So perhaps, turning into someone more... likeable than the one we saw in his solo series. I sure hope that's the case. Marvel's "The Defenders" arrives on August 18th.

Netflix has debuted the first teaser for their animated "Castlevania" series as well. The series itself will premiere on July 7th, and this first season will consist of 4 episodes. Running time for each will be 30 minutes, so it's going to be a really short show. While this is a fantastic idea, considering the game franchise hasn't had any adaptation until now (as far as I know of), this teaser was... vague at best. It honestly didn't make me curious or intrigued to check it out, and I'm not sure that's the purpose. Of course, just like any other Netflix shows, we could expect a full length trailer in the coming weeks. Perhaps, by then it would look meaningful enough for me to judge.

DC Television

Likely inspired by the reception to Marvel's "Luke Cage", DC TV has followed suit by introducing their own black superhero in "Black Lightning". The series, which has been ordered as full season, is set to debut on the CW Network. But unlike the already running "Arrow", "The Flash", and "Super Girl", this one will not be set in the same universe. For now. You can check out the first look trailer on the network's official channel.

Much like the other CW shows, I can't really say if this trailer... appealed enough for my taste. I just... didn't dig it for some reason. The concept of a retired hero is nice, but the whole thing played out exactly like those other CW shows. So already a huge pass for me. But I can easily imagine how some folks, especially African-American audience would be ecstatic to see it. Heck, if Marvel fans could show so much love for a "Luke Cage" series that honestly got more and more draggy as it went by, I certainly hope the DC counterpart would at least do the same with this. There one for everyone, right?

Warner Bros Animation

"Heelloooo, Nurse!!!!". Not content on just delivering CW superhero shows, through their animation division, WB is planning to revive a loveable classic, which is "Animaniacs". Yes folks, the trio of Yakko, Wakko, and Dot will be returning to the small screen... and likely alongside other characters like Pinky and the Brain. According to IndieWire, Steven Spielberg is involved in it, so that's a reassuring fact. After all, it was the iconic director himself who managed to bring the series to its spectacular popularity back then. For the time being, the project is still in early stage of development, and it doesn't have a home yet. But the original series is having great viewership on Netflix, so the streaming media would easily become one of its possible home. Here's hoping we'll hear more about this in the near future!

LEGO Games

LEGO announced their latest action adventure video game title late last month. This time, it's another of their Marvel tie-in games, "LEGO Marvel Super Heroes 2". Their previous collaboration, the MCU-inspired "LEGO Marvel's The Avengers" did not reach the same heights of the first "LEGO Marvel Super Heroes". So I hope this new one, that seems to focus on themes from recent and upcoming movies like "Doctor Strange", "Guardians of the Galaxy Vol. 2", "Thor: Ragnarok", "Black Panther", and "Captain Marvel", will be able to make up for that strange nitpick-ish disappointment. You can check out the official full-length trailer on Marvel's official Youtube channel. Didn't show much of the plot though. Hmmm....

Street Fighter

Third character for "Street Fighter V" Season 2's DLC has been revealed early last month. CAPCOM promised a completely new character, but once again, similar to Helen/Kolin, this one's technically NOT really new. Ed, has been around since "Street Fighter IV", and before officially becoming a playable character in this game, he's been heavily involved in Season 1's DLCs' (Balrog and also Urien) story modes, as well as appearing in some others. Balrog has been serving as his caretaker, and that explains why his fighting skill leans towards boxing.

I'm never fond of boxing fighters, so Ed's already a huge NO for me. What was more disappointing about his reveal though, is the fact that he's being set up to be the new M. Bison. Complete with that ugly M. Bison-inspired costume! Turns out, ghost of the now-death Shadaloo's boss tried to possess his body, hinting that the evil organization is still lurking about, despite the conclusive ending to "A Shadow Falls". This is something along the line of how "Final Fantasy XIII-2" ruined the perfect ending of its first game! Anyway, some fans have been able to test him out during the game's beta test on May 11th. It's still unclear when he will be available for purchase, but it's safe to assume that will take place this month. You can check out his official reveal trailer on CAPCOM's official Youtube channel.

Dynasty Warriors

Early last month, Kadokawa's Weekly Famitsu magazine revealed that the 9th iteration of the franchise, "Shin Sangoku Musou 8" will be released on Playstation 4. This wasn't surprising, since KOEI Tecmo has been moving away and away from Microsoft and their Xbox family since the 8th game. Despite that, there are hints that the North American and European region will get additional release in other platforms as well. Switch, perhaps?

First announced back in December 2016, the new game will have an open-world environment, placing the continent of China into a single, vast map to explore. There will be key cities and also landmarks in the game. This change enables various mechanics that were unaccessible in previous titles, like real-time climate and its influence to battle, stealth infilitration, long distance attack, as well as variety of other methods like "State Combo", "Flow Attacks", "Trigger Attack", and "Interactive Actions". The story mode will be massively affected by them as well, as everything will take place according to its respective period, and more faithful to the actual history. According to producer Akihiro Suzuki and director Jun Miyauchi, development is currently at 40%, and that their team is currently adding more and more features to increase the game's playability value. With that said, the game still has no official release date at the time being.

Continuing the franchise's tradition, several new characters will be introduced to join the existing 83 officers from the latest title, "Dynasty Warriors 8 Empires". Zhou Cang, wielding the Daisatsutou, will be added to the Shu faction, while Cheng Pu, wielding a dual spear, will join the Wu faction. There might be more for other factions, but so far, these two are the only ones announced. Details for these characters as well as regarding the game in general, can be found on the official English and Japanese websites.

The King of Fighters

Fans who haven't been able to play the game on Playstation 4, will soon have a chance to play it on PC. "The King of Fighters XIV Steam Edition" of the game, has been announced to be released in the near future. SNK Corp has been accepting pre-order starting in May. Regular edition will come with a bonus of DLC costumes for Kyo Kusanagi, and Geese Howard. A Deluxe Pack, which is a MUCH better offer but with understandably higher price, will come equipped with Digital Art Book, Digital Soundtrack, 10 DLC costumes, and all 4 DLC characters announced so far. That's basically everything that SNK Corp has released in one pack! A 20% discount, which is an extra-generous bargain for both sets, is set to run until June 15th, 2017 10:AM PDT. So hurry up and pre-order your copy! I know I would if I had a compatible resource to play it, as well as reliable financial condition... *sigh*

Assassin's Creed

E3 is taking place this month, and Ubisoft has been rumored to be announcing the new title for their "Assassin's Creed" franchise. Nothing official has been revealed to far, but the company has indeed teased that this new entry will be released before the end of their current fiscal year. That means, we can expect it to arrive before March 31st, 2018. Will it be the Egyptian-themed "Assassin's Creed: Origins" as previously speculated? We'll have to wait and see...

Sonic the Hedgehog

When it was announced that there would be a 3rd character for "Sonic Forces", it made me quite... anxious. Remember how the teaser showed a cat-like character? Yep, I was genuinely worried that SEGA would be shoving, shoehorning a completely new character that might ruin the whole "Sonic Generations" combo of Classic and Modern Sonic. I mean, what's the purpose, right? Well, guess what? Turns out the third character is indeed a NEW character, but NOT exactly new. Huh? Because it's still Sonic. CUSTOM SONIC. LOL.

Seriously, this is NICE! And also somewhat brilliant too. I'm sure many Sonic fans have been itching to see how Sonic the Hedgehog would've looked if he's actually a wolf instead. Or if he's not Blue, but Red-colored... Okay, perhaps I'm the only one intrigued by those idea, but the point is, each fans can have their own version of Sonic through this game! This customizable Sonic or 'Hero Character' can be equipped with a variety of powerful unique gadgets called Wispons. The visual look can also be modified by choosing between 'hundreds' of options. So those who have been dreaming to have a nerdy Sonic as their playable character, well, this one's for you! Also, as I said before, players can choose a different base animal apart from Hedgehog, and all 7 types come with their own unique abilities. SEGA and the Sonic Team has provided a reveal trailer, and also quick gameplay trailer for this new Sonic. Looks like he'll be able to play through either Classic or Modern style stages too. Pretty cool, right?!

Meanwhile, "Sonic Mania" has officially received a release date. The 2D Classic Sonic game will be launched on August 15th, 2017, for Playstation 4, Xbox One, Nintendo Switch and PC. A special pre-order trailer has been released to deliver this announcement. Go ahead and check it out, because it looks... 2D-nostalgic fun! :D

Zero Escape

Just like "Sonic Mania", the PS4 port of "Zero Time Dilemma" will also be released in August. Namely, two days later on August 17th, 2017. That's only for the Japanese version though, and it will be available at the price of 3,800 yen. The English version has yet to receive official release date, but has been planned for a Fall release. This new PS4 version will have refined graphics, and Famitsu has published a comparison sample with the PC version.

Professor Layton

Early last month (yes, don't ask), details for the first arc of "Layton's Mystery Journey: Katrielle and the Millionaires' Conspiracy" has been revealed by LEVEL-5. Episode 01, entitled "Clockwork Sweets" will have Katrielle investigating the stolen hand of London's famous Big Ben's clock. The incident needs to be taken care of before the arrival of Ambassador Melarco the day after. So to fulfill the request of Scotland Yard's inspector Aspoiro, Katrielle and her assistant Haro needs to race through time to retrieve back the hand, before press conference with Melarco begins. Marc and Reggie Yanchatta, 27 years old twins will be involved in this case. Older brother Marc works as the mechanic on Big Ben, while Reggie is a confectioner.

Two of the "Seven Millionaires of London" from the title, have also been introduced. The first one is Ridley Fremens, who is the female mayor of London. And the second one is Clerk Gospec, a 65 years old multi-milionaire who has taken interest in Katrielle to investigate an incident in his theater. The report is currently unclear, but it seems Fremes will also be involved in the Big Ben case, while the Gospec's request will play out as one of Katrielle's next mission. To be honest, this feels more like a mystery visual novel than the previous "Professor Layton" titles. For some reason, I'm even reminded of that App Game "Layton Brothers", which I only managed to play up to the 3rd case (I need to purchase the next cases afterwards, and I had to pass on that LOL).

"Puzzles" are the signature of the franchise, so of course Katrielle will be dealing with them. The same goes for the other basic flow, like examining areas to discover "Insight Coins", and also tracking down "Collectibles". Another Layton standard feature, a mini game called "The Ideal Dinner" is also available. This time players need to provide clients with ideal dinner course of hors d’oeuvres, soup, a main course, and desserts. The game will be released worlwide on July 20th, 2017, for Nintendo 3DS (for Japan region, western version will come later in Fall), iOS and Android. That means, we might be getting additional information about other characters in the near future. Perhaps, during this month's E3?

Square Enix

The last category of this R-N-D, is a rundown of future plans by Square Enix. The company held a financial briefings for the fiscal year that ended in March 31st, 2017, and president and CEO Yousuke Matsuda revealed that some highly-anticipated title will be launched within the next three years. These projects include "Final Fantasy VII Remake", "Kingdom Hearts III", and also an unnamed Marvel IP License. This means that we can expect those to arrive starting next year. Will they be announcing more details for these projects during E3 though? We'll see...

[isearchgoood]

Executing a Domain Migration: An Inside Look From OnLogic (Formerly Logic Supply)

Posted by ErikaOnLogic

In October 2019, our 16-year-old company rebranded from Logic Supply to OnLogic. The recovery from a traffic standpoint has been pretty smooth (and much faster than we expected), and our customers have embraced our new name and look. We want to share our story, the steps we took to prepare for this major change, and some things we learned along the way about what it takes to execute a successful domain transition (with minimal impact on organic results) in an effort to help those facing the same challenge.

Take a deep breath, it's going to be okay.

First, a little history and background. Logic Supply was founded in 2003 as an e-commerce website that sold components and parts for small form factor computers. Over the years, the company has built up engineering and manufacturing capabilities that today allow us to offer complete industrial and ruggedized computers and technology solutions for a wide range of industries. We've known for almost 10 years that our ambitions would someday outgrow our name, and in 2015 we settled on a new one and began laying the groundwork for the transition. Once we'd gotten past all the research and legal efforts related to the new name itself, we began formulating the website transition plans in 2018. This kind of project requires a long list of individual and team supporters, from the Design and Communications team who helped conceptualize and choose the name OnLogic, to the IT team who would be responsible for making sure the digital transition was executed effectively.

This piece is coming from the perspective of Erika Austin, who has worked in digital marketing for Logic Supply since 2009, with special credit to Tim van der Horst in our Netherlands office who led the roll-out of the new domain and the resulting SEO recovery efforts. Tim applied structure to all the data I had gathered in my head over the past 10 years of decision-making in SEO.

Unstructured Data / Structured Data = Erika / Tim

As I take you through the process and cite our plan, including what we did and didn’t do, as well as the decisions made along the way, you can download a copy of our Go-Live Checklist for your own reference.

Phase one: scoping and planning

I had full confidence that our team could lead a successful transition. The only thing was, I had never done this before. Few have, with the exception of our new IT director who had undergone a few brand and domain migrations in her career. I had been working on building Logic Supply's domain authority for 10 years, so the idea of moving to a new domain brought up a lot of questions. To help us along the way, I sought out an expert who could validate our work and answer questions if anything came up. While many of the recommendations online were people that had cited, or written for, authoritative sites such as Moz, I decided to ask Rand Fishkin, the SEO Rockstar himself, who he would recommend as a Jungle Guide for a project like this. He was kind enough to connect us with KickPoint. Dana DiTomaso at KickPoint was able to quickly understand where we were in the process, and what we needed. Dana proved to be instrumental in validating our efforts along the way, but we were very encouraged by her assessment that our existing plan was thorough and covered the necessary steps. Admittedly, we would have been disappointed otherwise — it was a really detailed plan.

Tim outlined a six-phase project with specifications and definitions of our SEO strategy in a website migration document with an accompanying spreadsheet, complete with an RACI (responsible, accountable, consult, and inform) matrix and timeline. Tim’s plan was extremely clear, with positive outcome scenarios including possible growth as a result of the migration. I will credit Tim again — my head was spinning with only the potential pitfalls (detailed below) of such a huge change. What about E-A-T? This new domain had no expertise, authority, or trust to it, and growth in traffic wasn't something I had even considered. Our IT Director agreed that she had never seen that happen in her career, so we set expectations to have about a ten percent decline over six weeks before a full recovery. I squirmed a bit, but okay. Along with traffic loss, it was important for us to lay out all the possible risks associated with this execution.

Risks

Many of the risks we faced revolved around implementation uncertainty and resource allocation on the IT side. Of the risks that were introduced, the one that I had the most reservations about was migrating our blog to a new URL path. This was decided to be too much of a risk, and we removed it from the initial plan.

*Credit to Modestos Siotos: The Website Migration Guide: SEO Strategy, Process, & Checklist

Redirect strategy for the main brand domain

To help mitigate some of the risks, we discussed options for an overlay notifying customers of the change. But as much as we wanted to get customers excited about our new name and look, we didn’t want it to be too disruptive or be penalized for a disruptive interstitial.

The more we spoke to customers leading up to the big changeover, the more we realized that — while this was a big deal to us — it ultimately didn't impact them, as long as they could still expect the high quality products and support they'd come to know us for. We ended up implementing a persistent banner on every page of the site that pointed to a page about the brand evolution, but we didn’t choose to force users into interacting with that modal.

Phase two: pre-launch preparation

Technical SEO specification

At this point in the project, we realized we had an XML sitemap that would change, but that we wanted the old sitemaps around to help reinforce the transition in Google Search Console. We also determined that an HTML sitemap would help in laying out our structure. We were six months out from our brand transition, so any changes we wanted to make to our website had to be made ASAP.

So, we cleaned up our URL structure, removing many of the existing server redirects that weren’t being used or followed much anymore by only keeping links from our referral traffic. We also created more logical URL paths to show relationships, for example:

/products/industrial-computers/ >> /computers/industrial/

/products/rugged-computers/ >> /computers/rugged/

And updated the redirects to point to the right end path without following redirect chains:

Technical CMS specification

When doing a migration to a new domain, the depth and complexity of the technical CMS specification really depends on if you are migrating your existing platform or switching to a new one. The CMS of choice in our case didn’t change from the previous, which made our lives a little easier. We were porting our existing website over to the new domain as-is. It would mostly come down to content at this stage in the plan.

Content updates

One of the most important things at this step was to make sure our content was displaying our new brand properly. Essentially, we planned for a “simple” find/replace:

Find: *Logic Supply*

Replace: *OnLogic*

We took inventory of every attribute and field on our website that mentions the company, and applied the change across the board: descriptions, short descriptions, meta titles, meta descriptions, manufacturer, etc.

At one point we asked ourselves, "What do we do with press releases or past content that says ‘Logic Supply’? Should that be replaced with ‘OnLogic’?” In the end, we decided to exclude certain parts of the website from the script (articles, events, news from our past), but made sure that all the links were updated. We didn’t have to bury Logic Supply as a brand name, as there would be an advantage in having references to this name during the period of transition to remind customers we’re still the same company.

During this phase, we prepared what needed to be changed in Google Ads, such as headlines, descriptions, URLs, sitelinks, and videos. We ramped up our paid search budget for both terms “Logic Supply” and “OnLogic”, and prioritized pages and keywords to elevate in Google Ads in case the domain change did have an impact on our core keyword rankings.

Priority page identification

Since the intent of our migration was to port our existing platform over to a new domain and make very few changes in the process, we didn't have to list pages we would have to prioritize over others. What we did do was think about external factors that would impact our SEO, and how to limit this impact for our biggest referral traffic sources and top ranking pages.

External Links

We compiled a spreadsheet to help us address, and ideally update, backlinks to our former domain. The categories and data sources are worth noting:

Backlinks: We downloaded all of our backlinks data compiled from SEMRush and Google Search.

Referral traffic and top organic landing pages: This list was pulled from Google Analytics to determine high-traffic, priority pages we’d need to monitor closely after the transition. It also helped to prioritize links that were actively being used.

Partners: We wrote to each of our partners and suppliers about the changes in advance, and asked them to make updates to the links on their websites by certain deadlines. I was delighted to see how quickly this was implemented — a testament to our amazing partners.

Publishers: Anywhere we had a mention in a news story or website that we thought could be updated, we reached out via email at go-live. We did decide at some point we couldn’t erase our history as www.logicsupply.com, but we could at least let those contacts know we had changed. There were a few direct placement advertisements we also had to update.

Directories: We used various internet resources, and a great deal of Googling, to identify business, product, or industry directories that pointed to our old domain and/or used our old name. I hate that directories still have a place in SEO these days, since they date back to the early ages of the internet, but we wanted to cover our bases.

Redirect specification

Redirect mapping

When you’re performing a domain migration, one of the most important things for sustaining organic traffic is to help Google — and any search engine — understand that a page has moved to a new location. One way to do this is with a permanent (301) redirect.

So began our redirect mapping. Our migration scenario was fortunate in the sense that everything remained the same as far as URL structure goes. The only thing that changed was the domain name.

The final redirect map (yes, it’s the world’s most complicated one, ever) was:

logicsupply.com/* -> onlogic.com/*

Internal link redirects

As IT had their redirection mapping server-side prepared, we needed to make sure our internal links weren’t pointing to a 301 redirect, as this would hurt our SEO. Users had to be sent straight to the correct page on the new domain.

Objective: update all links on the site’s content to point to the new domain. Below is the “find/replace” table that our IT team used to help us update all the content for the transition to onlogic.com:

We also launched an HTML sitemap as soon as possible under logicsupply.com after our URL restructure, six months prior to launch.

Contingency plan

We took 15 weeks to prepare, test, and get comfortable with the migration. Once live, there is no going back. Executing thoroughly and exactly on the plan and checking every box is the only approach. So in short: there was no contingency plan. Whatever happened, once we switched domains, that was it.

GULP.

Phase two ended when we started to move away from the specifications and into exactly what needed to happen, and when. We used our Go-Live Checklist to make sure that we had every box checked for creative needs, third party integrations, and to configure file review. Making the checklist highly detailed and accurate was the only way to make sure we succeeded.

Phase three: pre-launch testing

To kick off phase three, we had to get a baseline of where we were at. We had a few errors to correct that had been outstanding in Google Search Console, like submitting noindex links through our XML sitemap. This project also alerted us to the fact that, if everything went well, site speed would be our next project to tackle.

Content review

As content wouldn’t change except for “Logic Supply” becoming “OnLogic”, we didn’t really have to do a lot of reviewing here. We did extensively test the find/replace functionality in the go-live scripts to make sure everything looked as it was supposed to, and that the sections we chose to exclude were in fact left untouched. Updated designs were also part of this review.

Technical review

The technical review involved checking everything we had planned out in the second phase, so making sure redirects, sitemaps, links, and scripts were working and crawlable. IT implemented all server-side conditions, and set up the new domain to work internally for all testing tasks that needed to be executed. Again, the checklist was leading in this endeavor.

Redirect testing

Using ScreamingFrog, we crawled both the sitemaps as well as the staging website we had internally launched for testing purposes — hidden away from the outside world. Any redirect errors that appeared were resolved on the spot.

Site launch risk assessment

Risk assessment was a continuous activity throughout the testing. We had a go or no-go decision prior to go-live, as we couldn’t go back once we flipped the switch on the domain migration. Everything that popped up as an error or flag we swiftly assessed and decided whether to mitigate or ignore for the sake of time. Surprisingly, very few things came up, so we could quickly begin the benchmarking process.

Benchmarking

The template above was what we used to track our site speed before and after. Our benchmarks were consistent between the website before and after our staged migration using both Lighthouse and GTMetrix, meaning we were on track for our go-live date.

Phase four: go-live!

The least impactful day to make this change was over the weekend, because as a B2B company, we’ve noticed that our customers tend to be online during regular office hours.

Our team in the Netherlands, including Tim, flew in to support, and our IT and marketing teams dedicated a Saturday to the migration. It also happened to be my birthday weekend, so I was excited to be able to celebrate with my colleagues while they were in town, and in turn celebrate them for all their hard work!

So, on Saturday, October 19, 2019, around 8 a.m., IT confirmed we were good to go and the maintenance page was up. This was returning a “503 — service temporarily unavailable” server response to make sure Google wouldn’t index our site during the migration.

It was at this point in the process that our Go-Live Checklist took over. It was a lot of work up front, but all of this preparation made the final execution of the domain transition a matter of a few clicks to move and/or publish items.

Among all our other tasks, we updated our page title suffix, which was previously “Logic Supply”, to “Logic Supply is now OnLogic” (today it's “OnLogic formerly Logic Supply”). This was an indication to Google that we were the same company.

The hardest part was the waiting.

Phases five and six: post-launch and performance review

I had planned to camp out next to my computer for the next few days to watch for problems, but nothing surfaced right away. While organic traffic did take an expected dip, it wasn't nearly as dramatic or prolonged as we'd been warned it might be. We are still seeing logicsupply.com indexed months later, which is frustrating, but doesn’t seem to be affecting our traffic on the new domain.

Overall, we view our website transition as a success. Our traffic returned to where we were and we surpassed our project benchmarks for both traffic and site performance.

Following the move, we looked for follow-on opportunities to help improve our site speed, including identifying inactive or out-of-date plugins from our blog. Our blog made up at least 40 percent of our organic traffic, so this change made our site faster and helped to reach our organic growth recovery goals in less than six weeks.

We are constantly looking at and prioritizing new opportunities to improve the website experience for our customers, and make doing business with OnLogic as easy as possible. The domain change project was a huge undertaking by the entire organization, and required a great deal of planning and constant communication and collaboration to pull off. That said, the time spent up-front was paid back twice over in the time saved recovering our organic traffic, and making things seamless for our website users to ensure everyone could carry on with business-as-usual.

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[lakelandseo]

Executing a Domain Migration: An Inside Look From OnLogic (Formerly Logic Supply)

Posted by ErikaOnLogic

In October 2019, our 16-year-old company rebranded from Logic Supply to OnLogic. The recovery from a traffic standpoint has been pretty smooth (and much faster than we expected), and our customers have embraced our new name and look. We want to share our story, the steps we took to prepare for this major change, and some things we learned along the way about what it takes to execute a successful domain transition (with minimal impact on organic results) in an effort to help those facing the same challenge.

Take a deep breath, it's going to be okay.

First, a little history and background. Logic Supply was founded in 2003 as an e-commerce website that sold components and parts for small form factor computers. Over the years, the company has built up engineering and manufacturing capabilities that today allow us to offer complete industrial and ruggedized computers and technology solutions for a wide range of industries. We've known for almost 10 years that our ambitions would someday outgrow our name, and in 2015 we settled on a new one and began laying the groundwork for the transition. Once we'd gotten past all the research and legal efforts related to the new name itself, we began formulating the website transition plans in 2018. This kind of project requires a long list of individual and team supporters, from the Design and Communications team who helped conceptualize and choose the name OnLogic, to the IT team who would be responsible for making sure the digital transition was executed effectively.

This piece is coming from the perspective of Erika Austin, who has worked in digital marketing for Logic Supply since 2009, with special credit to Tim van der Horst in our Netherlands office who led the roll-out of the new domain and the resulting SEO recovery efforts. Tim applied structure to all the data I had gathered in my head over the past 10 years of decision-making in SEO.

Unstructured Data / Structured Data = Erika / Tim

As I take you through the process and cite our plan, including what we did and didn’t do, as well as the decisions made along the way, you can download a copy of our Go-Live Checklist for your own reference.

Phase one: scoping and planning

I had full confidence that our team could lead a successful transition. The only thing was, I had never done this before. Few have, with the exception of our new IT director who had undergone a few brand and domain migrations in her career. I had been working on building Logic Supply's domain authority for 10 years, so the idea of moving to a new domain brought up a lot of questions. To help us along the way, I sought out an expert who could validate our work and answer questions if anything came up. While many of the recommendations online were people that had cited, or written for, authoritative sites such as Moz, I decided to ask Rand Fishkin, the SEO Rockstar himself, who he would recommend as a Jungle Guide for a project like this. He was kind enough to connect us with KickPoint. Dana DiTomaso at KickPoint was able to quickly understand where we were in the process, and what we needed. Dana proved to be instrumental in validating our efforts along the way, but we were very encouraged by her assessment that our existing plan was thorough and covered the necessary steps. Admittedly, we would have been disappointed otherwise — it was a really detailed plan.

Tim outlined a six-phase project with specifications and definitions of our SEO strategy in a website migration document with an accompanying spreadsheet, complete with an RACI (responsible, accountable, consult, and inform) matrix and timeline. Tim’s plan was extremely clear, with positive outcome scenarios including possible growth as a result of the migration. I will credit Tim again — my head was spinning with only the potential pitfalls (detailed below) of such a huge change. What about E-A-T? This new domain had no expertise, authority, or trust to it, and growth in traffic wasn't something I had even considered. Our IT Director agreed that she had never seen that happen in her career, so we set expectations to have about a ten percent decline over six weeks before a full recovery. I squirmed a bit, but okay. Along with traffic loss, it was important for us to lay out all the possible risks associated with this execution.

Risks

Many of the risks we faced revolved around implementation uncertainty and resource allocation on the IT side. Of the risks that were introduced, the one that I had the most reservations about was migrating our blog to a new URL path. This was decided to be too much of a risk, and we removed it from the initial plan.

*Credit to Modestos Siotos: The Website Migration Guide: SEO Strategy, Process, & Checklist

Redirect strategy for the main brand domain

To help mitigate some of the risks, we discussed options for an overlay notifying customers of the change. But as much as we wanted to get customers excited about our new name and look, we didn’t want it to be too disruptive or be penalized for a disruptive interstitial.

The more we spoke to customers leading up to the big changeover, the more we realized that — while this was a big deal to us — it ultimately didn't impact them, as long as they could still expect the high quality products and support they'd come to know us for. We ended up implementing a persistent banner on every page of the site that pointed to a page about the brand evolution, but we didn’t choose to force users into interacting with that modal.

Phase two: pre-launch preparation

Technical SEO specification

At this point in the project, we realized we had an XML sitemap that would change, but that we wanted the old sitemaps around to help reinforce the transition in Google Search Console. We also determined that an HTML sitemap would help in laying out our structure. We were six months out from our brand transition, so any changes we wanted to make to our website had to be made ASAP.

So, we cleaned up our URL structure, removing many of the existing server redirects that weren’t being used or followed much anymore by only keeping links from our referral traffic. We also created more logical URL paths to show relationships, for example:

/products/industrial-computers/ >> /computers/industrial/

/products/rugged-computers/ >> /computers/rugged/

And updated the redirects to point to the right end path without following redirect chains:

Technical CMS specification

When doing a migration to a new domain, the depth and complexity of the technical CMS specification really depends on if you are migrating your existing platform or switching to a new one. The CMS of choice in our case didn’t change from the previous, which made our lives a little easier. We were porting our existing website over to the new domain as-is. It would mostly come down to content at this stage in the plan.

Content updates

One of the most important things at this step was to make sure our content was displaying our new brand properly. Essentially, we planned for a “simple” find/replace:

Find: *Logic Supply*

Replace: *OnLogic*

We took inventory of every attribute and field on our website that mentions the company, and applied the change across the board: descriptions, short descriptions, meta titles, meta descriptions, manufacturer, etc.

At one point we asked ourselves, "What do we do with press releases or past content that says ‘Logic Supply’? Should that be replaced with ‘OnLogic’?” In the end, we decided to exclude certain parts of the website from the script (articles, events, news from our past), but made sure that all the links were updated. We didn’t have to bury Logic Supply as a brand name, as there would be an advantage in having references to this name during the period of transition to remind customers we’re still the same company.

During this phase, we prepared what needed to be changed in Google Ads, such as headlines, descriptions, URLs, sitelinks, and videos. We ramped up our paid search budget for both terms “Logic Supply” and “OnLogic”, and prioritized pages and keywords to elevate in Google Ads in case the domain change did have an impact on our core keyword rankings.

Priority page identification

Since the intent of our migration was to port our existing platform over to a new domain and make very few changes in the process, we didn't have to list pages we would have to prioritize over others. What we did do was think about external factors that would impact our SEO, and how to limit this impact for our biggest referral traffic sources and top ranking pages.

External Links

We compiled a spreadsheet to help us address, and ideally update, backlinks to our former domain. The categories and data sources are worth noting:

Backlinks: We downloaded all of our backlinks data compiled from SEMRush and Google Search.

Referral traffic and top organic landing pages: This list was pulled from Google Analytics to determine high-traffic, priority pages we’d need to monitor closely after the transition. It also helped to prioritize links that were actively being used.

Partners: We wrote to each of our partners and suppliers about the changes in advance, and asked them to make updates to the links on their websites by certain deadlines. I was delighted to see how quickly this was implemented — a testament to our amazing partners.

Publishers: Anywhere we had a mention in a news story or website that we thought could be updated, we reached out via email at go-live. We did decide at some point we couldn’t erase our history as www.logicsupply.com, but we could at least let those contacts know we had changed. There were a few direct placement advertisements we also had to update.

Directories: We used various internet resources, and a great deal of Googling, to identify business, product, or industry directories that pointed to our old domain and/or used our old name. I hate that directories still have a place in SEO these days, since they date back to the early ages of the internet, but we wanted to cover our bases.

Redirect specification

Redirect mapping

When you’re performing a domain migration, one of the most important things for sustaining organic traffic is to help Google — and any search engine — understand that a page has moved to a new location. One way to do this is with a permanent (301) redirect.

So began our redirect mapping. Our migration scenario was fortunate in the sense that everything remained the same as far as URL structure goes. The only thing that changed was the domain name.

The final redirect map (yes, it’s the world’s most complicated one, ever) was:

logicsupply.com/* -> onlogic.com/*

Internal link redirects

As IT had their redirection mapping server-side prepared, we needed to make sure our internal links weren’t pointing to a 301 redirect, as this would hurt our SEO. Users had to be sent straight to the correct page on the new domain.

Objective: update all links on the site’s content to point to the new domain. Below is the “find/replace” table that our IT team used to help us update all the content for the transition to onlogic.com:

We also launched an HTML sitemap as soon as possible under logicsupply.com after our URL restructure, six months prior to launch.

Contingency plan

We took 15 weeks to prepare, test, and get comfortable with the migration. Once live, there is no going back. Executing thoroughly and exactly on the plan and checking every box is the only approach. So in short: there was no contingency plan. Whatever happened, once we switched domains, that was it.

GULP.

Phase two ended when we started to move away from the specifications and into exactly what needed to happen, and when. We used our Go-Live Checklist to make sure that we had every box checked for creative needs, third party integrations, and to configure file review. Making the checklist highly detailed and accurate was the only way to make sure we succeeded.

Phase three: pre-launch testing

To kick off phase three, we had to get a baseline of where we were at. We had a few errors to correct that had been outstanding in Google Search Console, like submitting noindex links through our XML sitemap. This project also alerted us to the fact that, if everything went well, site speed would be our next project to tackle.

Content review

As content wouldn’t change except for “Logic Supply” becoming “OnLogic”, we didn’t really have to do a lot of reviewing here. We did extensively test the find/replace functionality in the go-live scripts to make sure everything looked as it was supposed to, and that the sections we chose to exclude were in fact left untouched. Updated designs were also part of this review.

Technical review

The technical review involved checking everything we had planned out in the second phase, so making sure redirects, sitemaps, links, and scripts were working and crawlable. IT implemented all server-side conditions, and set up the new domain to work internally for all testing tasks that needed to be executed. Again, the checklist was leading in this endeavor.

Redirect testing

Using ScreamingFrog, we crawled both the sitemaps as well as the staging website we had internally launched for testing purposes — hidden away from the outside world. Any redirect errors that appeared were resolved on the spot.

Site launch risk assessment

Risk assessment was a continuous activity throughout the testing. We had a go or no-go decision prior to go-live, as we couldn’t go back once we flipped the switch on the domain migration. Everything that popped up as an error or flag we swiftly assessed and decided whether to mitigate or ignore for the sake of time. Surprisingly, very few things came up, so we could quickly begin the benchmarking process.

Benchmarking

The template above was what we used to track our site speed before and after. Our benchmarks were consistent between the website before and after our staged migration using both Lighthouse and GTMetrix, meaning we were on track for our go-live date.

Phase four: go-live!

The least impactful day to make this change was over the weekend, because as a B2B company, we’ve noticed that our customers tend to be online during regular office hours.

Our team in the Netherlands, including Tim, flew in to support, and our IT and marketing teams dedicated a Saturday to the migration. It also happened to be my birthday weekend, so I was excited to be able to celebrate with my colleagues while they were in town, and in turn celebrate them for all their hard work!

So, on Saturday, October 19, 2019, around 8 a.m., IT confirmed we were good to go and the maintenance page was up. This was returning a “503 — service temporarily unavailable” server response to make sure Google wouldn’t index our site during the migration.

It was at this point in the process that our Go-Live Checklist took over. It was a lot of work up front, but all of this preparation made the final execution of the domain transition a matter of a few clicks to move and/or publish items.

Among all our other tasks, we updated our page title suffix, which was previously “Logic Supply”, to “Logic Supply is now OnLogic” (today it's “OnLogic formerly Logic Supply”). This was an indication to Google that we were the same company.

The hardest part was the waiting.

Phases five and six: post-launch and performance review

I had planned to camp out next to my computer for the next few days to watch for problems, but nothing surfaced right away. While organic traffic did take an expected dip, it wasn't nearly as dramatic or prolonged as we'd been warned it might be. We are still seeing logicsupply.com indexed months later, which is frustrating, but doesn’t seem to be affecting our traffic on the new domain.

Overall, we view our website transition as a success. Our traffic returned to where we were and we surpassed our project benchmarks for both traffic and site performance.

Following the move, we looked for follow-on opportunities to help improve our site speed, including identifying inactive or out-of-date plugins from our blog. Our blog made up at least 40 percent of our organic traffic, so this change made our site faster and helped to reach our organic growth recovery goals in less than six weeks.

We are constantly looking at and prioritizing new opportunities to improve the website experience for our customers, and make doing business with OnLogic as easy as possible. The domain change project was a huge undertaking by the entire organization, and required a great deal of planning and constant communication and collaboration to pull off. That said, the time spent up-front was paid back twice over in the time saved recovering our organic traffic, and making things seamless for our website users to ensure everyone could carry on with business-as-usual.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[epackingvietnam]

Executing a Domain Migration: An Inside Look From OnLogic (Formerly Logic Supply)

Posted by ErikaOnLogic

In October 2019, our 16-year-old company rebranded from Logic Supply to OnLogic. The recovery from a traffic standpoint has been pretty smooth (and much faster than we expected), and our customers have embraced our new name and look. We want to share our story, the steps we took to prepare for this major change, and some things we learned along the way about what it takes to execute a successful domain transition (with minimal impact on organic results) in an effort to help those facing the same challenge.

Take a deep breath, it's going to be okay.

First, a little history and background. Logic Supply was founded in 2003 as an e-commerce website that sold components and parts for small form factor computers. Over the years, the company has built up engineering and manufacturing capabilities that today allow us to offer complete industrial and ruggedized computers and technology solutions for a wide range of industries. We've known for almost 10 years that our ambitions would someday outgrow our name, and in 2015 we settled on a new one and began laying the groundwork for the transition. Once we'd gotten past all the research and legal efforts related to the new name itself, we began formulating the website transition plans in 2018. This kind of project requires a long list of individual and team supporters, from the Design and Communications team who helped conceptualize and choose the name OnLogic, to the IT team who would be responsible for making sure the digital transition was executed effectively.

This piece is coming from the perspective of Erika Austin, who has worked in digital marketing for Logic Supply since 2009, with special credit to Tim van der Horst in our Netherlands office who led the roll-out of the new domain and the resulting SEO recovery efforts. Tim applied structure to all the data I had gathered in my head over the past 10 years of decision-making in SEO.

Unstructured Data / Structured Data = Erika / Tim

As I take you through the process and cite our plan, including what we did and didn’t do, as well as the decisions made along the way, you can download a copy of our Go-Live Checklist for your own reference.

Phase one: scoping and planning

I had full confidence that our team could lead a successful transition. The only thing was, I had never done this before. Few have, with the exception of our new IT director who had undergone a few brand and domain migrations in her career. I had been working on building Logic Supply's domain authority for 10 years, so the idea of moving to a new domain brought up a lot of questions. To help us along the way, I sought out an expert who could validate our work and answer questions if anything came up. While many of the recommendations online were people that had cited, or written for, authoritative sites such as Moz, I decided to ask Rand Fishkin, the SEO Rockstar himself, who he would recommend as a Jungle Guide for a project like this. He was kind enough to connect us with KickPoint. Dana DiTomaso at KickPoint was able to quickly understand where we were in the process, and what we needed. Dana proved to be instrumental in validating our efforts along the way, but we were very encouraged by her assessment that our existing plan was thorough and covered the necessary steps. Admittedly, we would have been disappointed otherwise — it was a really detailed plan.

Tim outlined a six-phase project with specifications and definitions of our SEO strategy in a website migration document with an accompanying spreadsheet, complete with an RACI (responsible, accountable, consult, and inform) matrix and timeline. Tim’s plan was extremely clear, with positive outcome scenarios including possible growth as a result of the migration. I will credit Tim again — my head was spinning with only the potential pitfalls (detailed below) of such a huge change. What about E-A-T? This new domain had no expertise, authority, or trust to it, and growth in traffic wasn't something I had even considered. Our IT Director agreed that she had never seen that happen in her career, so we set expectations to have about a ten percent decline over six weeks before a full recovery. I squirmed a bit, but okay. Along with traffic loss, it was important for us to lay out all the possible risks associated with this execution.

Risks

Many of the risks we faced revolved around implementation uncertainty and resource allocation on the IT side. Of the risks that were introduced, the one that I had the most reservations about was migrating our blog to a new URL path. This was decided to be too much of a risk, and we removed it from the initial plan.

*Credit to Modestos Siotos: The Website Migration Guide: SEO Strategy, Process, & Checklist

Redirect strategy for the main brand domain

To help mitigate some of the risks, we discussed options for an overlay notifying customers of the change. But as much as we wanted to get customers excited about our new name and look, we didn’t want it to be too disruptive or be penalized for a disruptive interstitial.

The more we spoke to customers leading up to the big changeover, the more we realized that — while this was a big deal to us — it ultimately didn't impact them, as long as they could still expect the high quality products and support they'd come to know us for. We ended up implementing a persistent banner on every page of the site that pointed to a page about the brand evolution, but we didn’t choose to force users into interacting with that modal.

Phase two: pre-launch preparation

Technical SEO specification

At this point in the project, we realized we had an XML sitemap that would change, but that we wanted the old sitemaps around to help reinforce the transition in Google Search Console. We also determined that an HTML sitemap would help in laying out our structure. We were six months out from our brand transition, so any changes we wanted to make to our website had to be made ASAP.

So, we cleaned up our URL structure, removing many of the existing server redirects that weren’t being used or followed much anymore by only keeping links from our referral traffic. We also created more logical URL paths to show relationships, for example:

/products/industrial-computers/ >> /computers/industrial/

/products/rugged-computers/ >> /computers/rugged/

And updated the redirects to point to the right end path without following redirect chains:

Technical CMS specification

When doing a migration to a new domain, the depth and complexity of the technical CMS specification really depends on if you are migrating your existing platform or switching to a new one. The CMS of choice in our case didn’t change from the previous, which made our lives a little easier. We were porting our existing website over to the new domain as-is. It would mostly come down to content at this stage in the plan.

Content updates

One of the most important things at this step was to make sure our content was displaying our new brand properly. Essentially, we planned for a “simple” find/replace:

Find: *Logic Supply*

Replace: *OnLogic*

We took inventory of every attribute and field on our website that mentions the company, and applied the change across the board: descriptions, short descriptions, meta titles, meta descriptions, manufacturer, etc.

At one point we asked ourselves, "What do we do with press releases or past content that says ‘Logic Supply’? Should that be replaced with ‘OnLogic’?” In the end, we decided to exclude certain parts of the website from the script (articles, events, news from our past), but made sure that all the links were updated. We didn’t have to bury Logic Supply as a brand name, as there would be an advantage in having references to this name during the period of transition to remind customers we’re still the same company.

During this phase, we prepared what needed to be changed in Google Ads, such as headlines, descriptions, URLs, sitelinks, and videos. We ramped up our paid search budget for both terms “Logic Supply” and “OnLogic”, and prioritized pages and keywords to elevate in Google Ads in case the domain change did have an impact on our core keyword rankings.

Priority page identification

Since the intent of our migration was to port our existing platform over to a new domain and make very few changes in the process, we didn't have to list pages we would have to prioritize over others. What we did do was think about external factors that would impact our SEO, and how to limit this impact for our biggest referral traffic sources and top ranking pages.

External Links

We compiled a spreadsheet to help us address, and ideally update, backlinks to our former domain. The categories and data sources are worth noting:

Backlinks: We downloaded all of our backlinks data compiled from SEMRush and Google Search.

Referral traffic and top organic landing pages: This list was pulled from Google Analytics to determine high-traffic, priority pages we’d need to monitor closely after the transition. It also helped to prioritize links that were actively being used.

Partners: We wrote to each of our partners and suppliers about the changes in advance, and asked them to make updates to the links on their websites by certain deadlines. I was delighted to see how quickly this was implemented — a testament to our amazing partners.

Publishers: Anywhere we had a mention in a news story or website that we thought could be updated, we reached out via email at go-live. We did decide at some point we couldn’t erase our history as www.logicsupply.com, but we could at least let those contacts know we had changed. There were a few direct placement advertisements we also had to update.

Directories: We used various internet resources, and a great deal of Googling, to identify business, product, or industry directories that pointed to our old domain and/or used our old name. I hate that directories still have a place in SEO these days, since they date back to the early ages of the internet, but we wanted to cover our bases.

Redirect specification

Redirect mapping

When you’re performing a domain migration, one of the most important things for sustaining organic traffic is to help Google — and any search engine — understand that a page has moved to a new location. One way to do this is with a permanent (301) redirect.

So began our redirect mapping. Our migration scenario was fortunate in the sense that everything remained the same as far as URL structure goes. The only thing that changed was the domain name.

The final redirect map (yes, it’s the world’s most complicated one, ever) was:

logicsupply.com/* -> onlogic.com/*

Internal link redirects

As IT had their redirection mapping server-side prepared, we needed to make sure our internal links weren’t pointing to a 301 redirect, as this would hurt our SEO. Users had to be sent straight to the correct page on the new domain.

Objective: update all links on the site’s content to point to the new domain. Below is the “find/replace” table that our IT team used to help us update all the content for the transition to onlogic.com:

We also launched an HTML sitemap as soon as possible under logicsupply.com after our URL restructure, six months prior to launch.

Contingency plan

We took 15 weeks to prepare, test, and get comfortable with the migration. Once live, there is no going back. Executing thoroughly and exactly on the plan and checking every box is the only approach. So in short: there was no contingency plan. Whatever happened, once we switched domains, that was it.

GULP.

Phase two ended when we started to move away from the specifications and into exactly what needed to happen, and when. We used our Go-Live Checklist to make sure that we had every box checked for creative needs, third party integrations, and to configure file review. Making the checklist highly detailed and accurate was the only way to make sure we succeeded.

Phase three: pre-launch testing

To kick off phase three, we had to get a baseline of where we were at. We had a few errors to correct that had been outstanding in Google Search Console, like submitting noindex links through our XML sitemap. This project also alerted us to the fact that, if everything went well, site speed would be our next project to tackle.

Content review

As content wouldn’t change except for “Logic Supply” becoming “OnLogic”, we didn’t really have to do a lot of reviewing here. We did extensively test the find/replace functionality in the go-live scripts to make sure everything looked as it was supposed to, and that the sections we chose to exclude were in fact left untouched. Updated designs were also part of this review.

Technical review

The technical review involved checking everything we had planned out in the second phase, so making sure redirects, sitemaps, links, and scripts were working and crawlable. IT implemented all server-side conditions, and set up the new domain to work internally for all testing tasks that needed to be executed. Again, the checklist was leading in this endeavor.

Redirect testing

Using ScreamingFrog, we crawled both the sitemaps as well as the staging website we had internally launched for testing purposes — hidden away from the outside world. Any redirect errors that appeared were resolved on the spot.

Site launch risk assessment

Risk assessment was a continuous activity throughout the testing. We had a go or no-go decision prior to go-live, as we couldn’t go back once we flipped the switch on the domain migration. Everything that popped up as an error or flag we swiftly assessed and decided whether to mitigate or ignore for the sake of time. Surprisingly, very few things came up, so we could quickly begin the benchmarking process.

Benchmarking

The template above was what we used to track our site speed before and after. Our benchmarks were consistent between the website before and after our staged migration using both Lighthouse and GTMetrix, meaning we were on track for our go-live date.

Phase four: go-live!

The least impactful day to make this change was over the weekend, because as a B2B company, we’ve noticed that our customers tend to be online during regular office hours.

Our team in the Netherlands, including Tim, flew in to support, and our IT and marketing teams dedicated a Saturday to the migration. It also happened to be my birthday weekend, so I was excited to be able to celebrate with my colleagues while they were in town, and in turn celebrate them for all their hard work!

So, on Saturday, October 19, 2019, around 8 a.m., IT confirmed we were good to go and the maintenance page was up. This was returning a “503 — service temporarily unavailable” server response to make sure Google wouldn’t index our site during the migration.

It was at this point in the process that our Go-Live Checklist took over. It was a lot of work up front, but all of this preparation made the final execution of the domain transition a matter of a few clicks to move and/or publish items.

Among all our other tasks, we updated our page title suffix, which was previously “Logic Supply”, to “Logic Supply is now OnLogic” (today it's “OnLogic formerly Logic Supply”). This was an indication to Google that we were the same company.

The hardest part was the waiting.

Phases five and six: post-launch and performance review

I had planned to camp out next to my computer for the next few days to watch for problems, but nothing surfaced right away. While organic traffic did take an expected dip, it wasn't nearly as dramatic or prolonged as we'd been warned it might be. We are still seeing logicsupply.com indexed months later, which is frustrating, but doesn’t seem to be affecting our traffic on the new domain.

Overall, we view our website transition as a success. Our traffic returned to where we were and we surpassed our project benchmarks for both traffic and site performance.

Following the move, we looked for follow-on opportunities to help improve our site speed, including identifying inactive or out-of-date plugins from our blog. Our blog made up at least 40 percent of our organic traffic, so this change made our site faster and helped to reach our organic growth recovery goals in less than six weeks.

We are constantly looking at and prioritizing new opportunities to improve the website experience for our customers, and make doing business with OnLogic as easy as possible. The domain change project was a huge undertaking by the entire organization, and required a great deal of planning and constant communication and collaboration to pull off. That said, the time spent up-front was paid back twice over in the time saved recovering our organic traffic, and making things seamless for our website users to ensure everyone could carry on with business-as-usual.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

#túi_giấy_epacking_việt_nam #túi_giấy_epacking #in_túi_giấy_giá_rẻ #in_túi_giấy #epackingvietnam #tuigiayepacking

[bfxenon]

Executing a Domain Migration: An Inside Look From OnLogic (Formerly Logic Supply)

Posted by ErikaOnLogic

In October 2019, our 16-year-old company rebranded from Logic Supply to OnLogic. The recovery from a traffic standpoint has been pretty smooth (and much faster than we expected), and our customers have embraced our new name and look. We want to share our story, the steps we took to prepare for this major change, and some things we learned along the way about what it takes to execute a successful domain transition (with minimal impact on organic results) in an effort to help those facing the same challenge.

Take a deep breath, it's going to be okay.

First, a little history and background. Logic Supply was founded in 2003 as an e-commerce website that sold components and parts for small form factor computers. Over the years, the company has built up engineering and manufacturing capabilities that today allow us to offer complete industrial and ruggedized computers and technology solutions for a wide range of industries. We've known for almost 10 years that our ambitions would someday outgrow our name, and in 2015 we settled on a new one and began laying the groundwork for the transition. Once we'd gotten past all the research and legal efforts related to the new name itself, we began formulating the website transition plans in 2018. This kind of project requires a long list of individual and team supporters, from the Design and Communications team who helped conceptualize and choose the name OnLogic, to the IT team who would be responsible for making sure the digital transition was executed effectively.

This piece is coming from the perspective of Erika Austin, who has worked in digital marketing for Logic Supply since 2009, with special credit to Tim van der Horst in our Netherlands office who led the roll-out of the new domain and the resulting SEO recovery efforts. Tim applied structure to all the data I had gathered in my head over the past 10 years of decision-making in SEO.

Unstructured Data / Structured Data = Erika / Tim

As I take you through the process and cite our plan, including what we did and didn’t do, as well as the decisions made along the way, you can download a copy of our Go-Live Checklist for your own reference.

Phase one: scoping and planning

I had full confidence that our team could lead a successful transition. The only thing was, I had never done this before. Few have, with the exception of our new IT director who had undergone a few brand and domain migrations in her career. I had been working on building Logic Supply's domain authority for 10 years, so the idea of moving to a new domain brought up a lot of questions. To help us along the way, I sought out an expert who could validate our work and answer questions if anything came up. While many of the recommendations online were people that had cited, or written for, authoritative sites such as Moz, I decided to ask Rand Fishkin, the SEO Rockstar himself, who he would recommend as a Jungle Guide for a project like this. He was kind enough to connect us with KickPoint. Dana DiTomaso at KickPoint was able to quickly understand where we were in the process, and what we needed. Dana proved to be instrumental in validating our efforts along the way, but we were very encouraged by her assessment that our existing plan was thorough and covered the necessary steps. Admittedly, we would have been disappointed otherwise — it was a really detailed plan.

Tim outlined a six-phase project with specifications and definitions of our SEO strategy in a website migration document with an accompanying spreadsheet, complete with an RACI (responsible, accountable, consult, and inform) matrix and timeline. Tim’s plan was extremely clear, with positive outcome scenarios including possible growth as a result of the migration. I will credit Tim again — my head was spinning with only the potential pitfalls (detailed below) of such a huge change. What about E-A-T? This new domain had no expertise, authority, or trust to it, and growth in traffic wasn't something I had even considered. Our IT Director agreed that she had never seen that happen in her career, so we set expectations to have about a ten percent decline over six weeks before a full recovery. I squirmed a bit, but okay. Along with traffic loss, it was important for us to lay out all the possible risks associated with this execution.

Risks

Many of the risks we faced revolved around implementation uncertainty and resource allocation on the IT side. Of the risks that were introduced, the one that I had the most reservations about was migrating our blog to a new URL path. This was decided to be too much of a risk, and we removed it from the initial plan.

*Credit to Modestos Siotos: The Website Migration Guide: SEO Strategy, Process, & Checklist

Redirect strategy for the main brand domain

To help mitigate some of the risks, we discussed options for an overlay notifying customers of the change. But as much as we wanted to get customers excited about our new name and look, we didn’t want it to be too disruptive or be penalized for a disruptive interstitial.

The more we spoke to customers leading up to the big changeover, the more we realized that — while this was a big deal to us — it ultimately didn't impact them, as long as they could still expect the high quality products and support they'd come to know us for. We ended up implementing a persistent banner on every page of the site that pointed to a page about the brand evolution, but we didn’t choose to force users into interacting with that modal.

Phase two: pre-launch preparation

Technical SEO specification

At this point in the project, we realized we had an XML sitemap that would change, but that we wanted the old sitemaps around to help reinforce the transition in Google Search Console. We also determined that an HTML sitemap would help in laying out our structure. We were six months out from our brand transition, so any changes we wanted to make to our website had to be made ASAP.

So, we cleaned up our URL structure, removing many of the existing server redirects that weren’t being used or followed much anymore by only keeping links from our referral traffic. We also created more logical URL paths to show relationships, for example:

/products/industrial-computers/ >> /computers/industrial/

/products/rugged-computers/ >> /computers/rugged/

And updated the redirects to point to the right end path without following redirect chains:

Technical CMS specification

When doing a migration to a new domain, the depth and complexity of the technical CMS specification really depends on if you are migrating your existing platform or switching to a new one. The CMS of choice in our case didn’t change from the previous, which made our lives a little easier. We were porting our existing website over to the new domain as-is. It would mostly come down to content at this stage in the plan.

Content updates

One of the most important things at this step was to make sure our content was displaying our new brand properly. Essentially, we planned for a “simple” find/replace:

Find: *Logic Supply*

Replace: *OnLogic*

We took inventory of every attribute and field on our website that mentions the company, and applied the change across the board: descriptions, short descriptions, meta titles, meta descriptions, manufacturer, etc.

At one point we asked ourselves, "What do we do with press releases or past content that says ‘Logic Supply’? Should that be replaced with ‘OnLogic’?” In the end, we decided to exclude certain parts of the website from the script (articles, events, news from our past), but made sure that all the links were updated. We didn’t have to bury Logic Supply as a brand name, as there would be an advantage in having references to this name during the period of transition to remind customers we’re still the same company.

During this phase, we prepared what needed to be changed in Google Ads, such as headlines, descriptions, URLs, sitelinks, and videos. We ramped up our paid search budget for both terms “Logic Supply” and “OnLogic”, and prioritized pages and keywords to elevate in Google Ads in case the domain change did have an impact on our core keyword rankings.

Priority page identification

Since the intent of our migration was to port our existing platform over to a new domain and make very few changes in the process, we didn't have to list pages we would have to prioritize over others. What we did do was think about external factors that would impact our SEO, and how to limit this impact for our biggest referral traffic sources and top ranking pages.

External Links

We compiled a spreadsheet to help us address, and ideally update, backlinks to our former domain. The categories and data sources are worth noting:

Backlinks: We downloaded all of our backlinks data compiled from SEMRush and Google Search.

Referral traffic and top organic landing pages: This list was pulled from Google Analytics to determine high-traffic, priority pages we’d need to monitor closely after the transition. It also helped to prioritize links that were actively being used.

Partners: We wrote to each of our partners and suppliers about the changes in advance, and asked them to make updates to the links on their websites by certain deadlines. I was delighted to see how quickly this was implemented — a testament to our amazing partners.

Publishers: Anywhere we had a mention in a news story or website that we thought could be updated, we reached out via email at go-live. We did decide at some point we couldn’t erase our history as www.logicsupply.com, but we could at least let those contacts know we had changed. There were a few direct placement advertisements we also had to update.

Directories: We used various internet resources, and a great deal of Googling, to identify business, product, or industry directories that pointed to our old domain and/or used our old name. I hate that directories still have a place in SEO these days, since they date back to the early ages of the internet, but we wanted to cover our bases.

Redirect specification

Redirect mapping

When you’re performing a domain migration, one of the most important things for sustaining organic traffic is to help Google — and any search engine — understand that a page has moved to a new location. One way to do this is with a permanent (301) redirect.

So began our redirect mapping. Our migration scenario was fortunate in the sense that everything remained the same as far as URL structure goes. The only thing that changed was the domain name.

The final redirect map (yes, it’s the world’s most complicated one, ever) was:

logicsupply.com/* -> onlogic.com/*

Internal link redirects

As IT had their redirection mapping server-side prepared, we needed to make sure our internal links weren’t pointing to a 301 redirect, as this would hurt our SEO. Users had to be sent straight to the correct page on the new domain.

Objective: update all links on the site’s content to point to the new domain. Below is the “find/replace” table that our IT team used to help us update all the content for the transition to onlogic.com:

We also launched an HTML sitemap as soon as possible under logicsupply.com after our URL restructure, six months prior to launch.

Contingency plan

We took 15 weeks to prepare, test, and get comfortable with the migration. Once live, there is no going back. Executing thoroughly and exactly on the plan and checking every box is the only approach. So in short: there was no contingency plan. Whatever happened, once we switched domains, that was it.

GULP.

Phase two ended when we started to move away from the specifications and into exactly what needed to happen, and when. We used our Go-Live Checklist to make sure that we had every box checked for creative needs, third party integrations, and to configure file review. Making the checklist highly detailed and accurate was the only way to make sure we succeeded.

Phase three: pre-launch testing

To kick off phase three, we had to get a baseline of where we were at. We had a few errors to correct that had been outstanding in Google Search Console, like submitting noindex links through our XML sitemap. This project also alerted us to the fact that, if everything went well, site speed would be our next project to tackle.

Content review

As content wouldn’t change except for “Logic Supply” becoming “OnLogic”, we didn’t really have to do a lot of reviewing here. We did extensively test the find/replace functionality in the go-live scripts to make sure everything looked as it was supposed to, and that the sections we chose to exclude were in fact left untouched. Updated designs were also part of this review.

Technical review

The technical review involved checking everything we had planned out in the second phase, so making sure redirects, sitemaps, links, and scripts were working and crawlable. IT implemented all server-side conditions, and set up the new domain to work internally for all testing tasks that needed to be executed. Again, the checklist was leading in this endeavor.

Redirect testing

Using ScreamingFrog, we crawled both the sitemaps as well as the staging website we had internally launched for testing purposes — hidden away from the outside world. Any redirect errors that appeared were resolved on the spot.

Site launch risk assessment

Risk assessment was a continuous activity throughout the testing. We had a go or no-go decision prior to go-live, as we couldn’t go back once we flipped the switch on the domain migration. Everything that popped up as an error or flag we swiftly assessed and decided whether to mitigate or ignore for the sake of time. Surprisingly, very few things came up, so we could quickly begin the benchmarking process.

Benchmarking

The template above was what we used to track our site speed before and after. Our benchmarks were consistent between the website before and after our staged migration using both Lighthouse and GTMetrix, meaning we were on track for our go-live date.

Phase four: go-live!

The least impactful day to make this change was over the weekend, because as a B2B company, we’ve noticed that our customers tend to be online during regular office hours.

Our team in the Netherlands, including Tim, flew in to support, and our IT and marketing teams dedicated a Saturday to the migration. It also happened to be my birthday weekend, so I was excited to be able to celebrate with my colleagues while they were in town, and in turn celebrate them for all their hard work!

So, on Saturday, October 19, 2019, around 8 a.m., IT confirmed we were good to go and the maintenance page was up. This was returning a “503 — service temporarily unavailable” server response to make sure Google wouldn’t index our site during the migration.

It was at this point in the process that our Go-Live Checklist took over. It was a lot of work up front, but all of this preparation made the final execution of the domain transition a matter of a few clicks to move and/or publish items.

Among all our other tasks, we updated our page title suffix, which was previously “Logic Supply”, to “Logic Supply is now OnLogic” (today it's “OnLogic formerly Logic Supply”). This was an indication to Google that we were the same company.

The hardest part was the waiting.

Phases five and six: post-launch and performance review

I had planned to camp out next to my computer for the next few days to watch for problems, but nothing surfaced right away. While organic traffic did take an expected dip, it wasn't nearly as dramatic or prolonged as we'd been warned it might be. We are still seeing logicsupply.com indexed months later, which is frustrating, but doesn’t seem to be affecting our traffic on the new domain.

Overall, we view our website transition as a success. Our traffic returned to where we were and we surpassed our project benchmarks for both traffic and site performance.

Following the move, we looked for follow-on opportunities to help improve our site speed, including identifying inactive or out-of-date plugins from our blog. Our blog made up at least 40 percent of our organic traffic, so this change made our site faster and helped to reach our organic growth recovery goals in less than six weeks.

We are constantly looking at and prioritizing new opportunities to improve the website experience for our customers, and make doing business with OnLogic as easy as possible. The domain change project was a huge undertaking by the entire organization, and required a great deal of planning and constant communication and collaboration to pull off. That said, the time spent up-front was paid back twice over in the time saved recovering our organic traffic, and making things seamless for our website users to ensure everyone could carry on with business-as-usual.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[timeblues]

Executing a Domain Migration: An Inside Look From OnLogic (Formerly Logic Supply)

Posted by ErikaOnLogic

In October 2019, our 16-year-old company rebranded from Logic Supply to OnLogic. The recovery from a traffic standpoint has been pretty smooth (and much faster than we expected), and our customers have embraced our new name and look. We want to share our story, the steps we took to prepare for this major change, and some things we learned along the way about what it takes to execute a successful domain transition (with minimal impact on organic results) in an effort to help those facing the same challenge.

Take a deep breath, it's going to be okay.

First, a little history and background. Logic Supply was founded in 2003 as an e-commerce website that sold components and parts for small form factor computers. Over the years, the company has built up engineering and manufacturing capabilities that today allow us to offer complete industrial and ruggedized computers and technology solutions for a wide range of industries. We've known for almost 10 years that our ambitions would someday outgrow our name, and in 2015 we settled on a new one and began laying the groundwork for the transition. Once we'd gotten past all the research and legal efforts related to the new name itself, we began formulating the website transition plans in 2018. This kind of project requires a long list of individual and team supporters, from the Design and Communications team who helped conceptualize and choose the name OnLogic, to the IT team who would be responsible for making sure the digital transition was executed effectively.

This piece is coming from the perspective of Erika Austin, who has worked in digital marketing for Logic Supply since 2009, with special credit to Tim van der Horst in our Netherlands office who led the roll-out of the new domain and the resulting SEO recovery efforts. Tim applied structure to all the data I had gathered in my head over the past 10 years of decision-making in SEO.

Unstructured Data / Structured Data = Erika / Tim

As I take you through the process and cite our plan, including what we did and didn’t do, as well as the decisions made along the way, you can download a copy of our Go-Live Checklist for your own reference.

Phase one: scoping and planning

I had full confidence that our team could lead a successful transition. The only thing was, I had never done this before. Few have, with the exception of our new IT director who had undergone a few brand and domain migrations in her career. I had been working on building Logic Supply's domain authority for 10 years, so the idea of moving to a new domain brought up a lot of questions. To help us along the way, I sought out an expert who could validate our work and answer questions if anything came up. While many of the recommendations online were people that had cited, or written for, authoritative sites such as Moz, I decided to ask Rand Fishkin, the SEO Rockstar himself, who he would recommend as a Jungle Guide for a project like this. He was kind enough to connect us with KickPoint. Dana DiTomaso at KickPoint was able to quickly understand where we were in the process, and what we needed. Dana proved to be instrumental in validating our efforts along the way, but we were very encouraged by her assessment that our existing plan was thorough and covered the necessary steps. Admittedly, we would have been disappointed otherwise — it was a really detailed plan.

Tim outlined a six-phase project with specifications and definitions of our SEO strategy in a website migration document with an accompanying spreadsheet, complete with an RACI (responsible, accountable, consult, and inform) matrix and timeline. Tim’s plan was extremely clear, with positive outcome scenarios including possible growth as a result of the migration. I will credit Tim again — my head was spinning with only the potential pitfalls (detailed below) of such a huge change. What about E-A-T? This new domain had no expertise, authority, or trust to it, and growth in traffic wasn't something I had even considered. Our IT Director agreed that she had never seen that happen in her career, so we set expectations to have about a ten percent decline over six weeks before a full recovery. I squirmed a bit, but okay. Along with traffic loss, it was important for us to lay out all the possible risks associated with this execution.

Risks

Many of the risks we faced revolved around implementation uncertainty and resource allocation on the IT side. Of the risks that were introduced, the one that I had the most reservations about was migrating our blog to a new URL path. This was decided to be too much of a risk, and we removed it from the initial plan.

*Credit to Modestos Siotos: The Website Migration Guide: SEO Strategy, Process, & Checklist

Redirect strategy for the main brand domain

To help mitigate some of the risks, we discussed options for an overlay notifying customers of the change. But as much as we wanted to get customers excited about our new name and look, we didn’t want it to be too disruptive or be penalized for a disruptive interstitial.

The more we spoke to customers leading up to the big changeover, the more we realized that — while this was a big deal to us — it ultimately didn't impact them, as long as they could still expect the high quality products and support they'd come to know us for. We ended up implementing a persistent banner on every page of the site that pointed to a page about the brand evolution, but we didn’t choose to force users into interacting with that modal.

Phase two: pre-launch preparation

Technical SEO specification

At this point in the project, we realized we had an XML sitemap that would change, but that we wanted the old sitemaps around to help reinforce the transition in Google Search Console. We also determined that an HTML sitemap would help in laying out our structure. We were six months out from our brand transition, so any changes we wanted to make to our website had to be made ASAP.

So, we cleaned up our URL structure, removing many of the existing server redirects that weren’t being used or followed much anymore by only keeping links from our referral traffic. We also created more logical URL paths to show relationships, for example:

/products/industrial-computers/ >> /computers/industrial/

/products/rugged-computers/ >> /computers/rugged/

And updated the redirects to point to the right end path without following redirect chains:

Technical CMS specification

When doing a migration to a new domain, the depth and complexity of the technical CMS specification really depends on if you are migrating your existing platform or switching to a new one. The CMS of choice in our case didn’t change from the previous, which made our lives a little easier. We were porting our existing website over to the new domain as-is. It would mostly come down to content at this stage in the plan.

Content updates

One of the most important things at this step was to make sure our content was displaying our new brand properly. Essentially, we planned for a “simple” find/replace:

Find: *Logic Supply*

Replace: *OnLogic*

We took inventory of every attribute and field on our website that mentions the company, and applied the change across the board: descriptions, short descriptions, meta titles, meta descriptions, manufacturer, etc.

At one point we asked ourselves, "What do we do with press releases or past content that says ‘Logic Supply’? Should that be replaced with ‘OnLogic’?” In the end, we decided to exclude certain parts of the website from the script (articles, events, news from our past), but made sure that all the links were updated. We didn’t have to bury Logic Supply as a brand name, as there would be an advantage in having references to this name during the period of transition to remind customers we’re still the same company.

During this phase, we prepared what needed to be changed in Google Ads, such as headlines, descriptions, URLs, sitelinks, and videos. We ramped up our paid search budget for both terms “Logic Supply” and “OnLogic”, and prioritized pages and keywords to elevate in Google Ads in case the domain change did have an impact on our core keyword rankings.

Priority page identification

Since the intent of our migration was to port our existing platform over to a new domain and make very few changes in the process, we didn't have to list pages we would have to prioritize over others. What we did do was think about external factors that would impact our SEO, and how to limit this impact for our biggest referral traffic sources and top ranking pages.

External Links

We compiled a spreadsheet to help us address, and ideally update, backlinks to our former domain. The categories and data sources are worth noting:

Backlinks: We downloaded all of our backlinks data compiled from SEMRush and Google Search.

Referral traffic and top organic landing pages: This list was pulled from Google Analytics to determine high-traffic, priority pages we’d need to monitor closely after the transition. It also helped to prioritize links that were actively being used.

Partners: We wrote to each of our partners and suppliers about the changes in advance, and asked them to make updates to the links on their websites by certain deadlines. I was delighted to see how quickly this was implemented — a testament to our amazing partners.

Publishers: Anywhere we had a mention in a news story or website that we thought could be updated, we reached out via email at go-live. We did decide at some point we couldn’t erase our history as www.logicsupply.com, but we could at least let those contacts know we had changed. There were a few direct placement advertisements we also had to update.

Directories: We used various internet resources, and a great deal of Googling, to identify business, product, or industry directories that pointed to our old domain and/or used our old name. I hate that directories still have a place in SEO these days, since they date back to the early ages of the internet, but we wanted to cover our bases.

Redirect specification

Redirect mapping

When you’re performing a domain migration, one of the most important things for sustaining organic traffic is to help Google — and any search engine — understand that a page has moved to a new location. One way to do this is with a permanent (301) redirect.

So began our redirect mapping. Our migration scenario was fortunate in the sense that everything remained the same as far as URL structure goes. The only thing that changed was the domain name.

The final redirect map (yes, it’s the world’s most complicated one, ever) was:

logicsupply.com/* -> onlogic.com/*

Internal link redirects

As IT had their redirection mapping server-side prepared, we needed to make sure our internal links weren’t pointing to a 301 redirect, as this would hurt our SEO. Users had to be sent straight to the correct page on the new domain.

Objective: update all links on the site’s content to point to the new domain. Below is the “find/replace” table that our IT team used to help us update all the content for the transition to onlogic.com:

We also launched an HTML sitemap as soon as possible under logicsupply.com after our URL restructure, six months prior to launch.

Contingency plan

We took 15 weeks to prepare, test, and get comfortable with the migration. Once live, there is no going back. Executing thoroughly and exactly on the plan and checking every box is the only approach. So in short: there was no contingency plan. Whatever happened, once we switched domains, that was it.

GULP.

Phase two ended when we started to move away from the specifications and into exactly what needed to happen, and when. We used our Go-Live Checklist to make sure that we had every box checked for creative needs, third party integrations, and to configure file review. Making the checklist highly detailed and accurate was the only way to make sure we succeeded.

Phase three: pre-launch testing

To kick off phase three, we had to get a baseline of where we were at. We had a few errors to correct that had been outstanding in Google Search Console, like submitting noindex links through our XML sitemap. This project also alerted us to the fact that, if everything went well, site speed would be our next project to tackle.

Content review

As content wouldn’t change except for “Logic Supply” becoming “OnLogic”, we didn’t really have to do a lot of reviewing here. We did extensively test the find/replace functionality in the go-live scripts to make sure everything looked as it was supposed to, and that the sections we chose to exclude were in fact left untouched. Updated designs were also part of this review.

Technical review

The technical review involved checking everything we had planned out in the second phase, so making sure redirects, sitemaps, links, and scripts were working and crawlable. IT implemented all server-side conditions, and set up the new domain to work internally for all testing tasks that needed to be executed. Again, the checklist was leading in this endeavor.

Redirect testing

Using ScreamingFrog, we crawled both the sitemaps as well as the staging website we had internally launched for testing purposes — hidden away from the outside world. Any redirect errors that appeared were resolved on the spot.

Site launch risk assessment

Risk assessment was a continuous activity throughout the testing. We had a go or no-go decision prior to go-live, as we couldn’t go back once we flipped the switch on the domain migration. Everything that popped up as an error or flag we swiftly assessed and decided whether to mitigate or ignore for the sake of time. Surprisingly, very few things came up, so we could quickly begin the benchmarking process.

Benchmarking

The template above was what we used to track our site speed before and after. Our benchmarks were consistent between the website before and after our staged migration using both Lighthouse and GTMetrix, meaning we were on track for our go-live date.

Phase four: go-live!

The least impactful day to make this change was over the weekend, because as a B2B company, we’ve noticed that our customers tend to be online during regular office hours.

Our team in the Netherlands, including Tim, flew in to support, and our IT and marketing teams dedicated a Saturday to the migration. It also happened to be my birthday weekend, so I was excited to be able to celebrate with my colleagues while they were in town, and in turn celebrate them for all their hard work!

So, on Saturday, October 19, 2019, around 8 a.m., IT confirmed we were good to go and the maintenance page was up. This was returning a “503 — service temporarily unavailable” server response to make sure Google wouldn’t index our site during the migration.

It was at this point in the process that our Go-Live Checklist took over. It was a lot of work up front, but all of this preparation made the final execution of the domain transition a matter of a few clicks to move and/or publish items.

Among all our other tasks, we updated our page title suffix, which was previously “Logic Supply”, to “Logic Supply is now OnLogic” (today it's “OnLogic formerly Logic Supply”). This was an indication to Google that we were the same company.

The hardest part was the waiting.

Phases five and six: post-launch and performance review

I had planned to camp out next to my computer for the next few days to watch for problems, but nothing surfaced right away. While organic traffic did take an expected dip, it wasn't nearly as dramatic or prolonged as we'd been warned it might be. We are still seeing logicsupply.com indexed months later, which is frustrating, but doesn’t seem to be affecting our traffic on the new domain.

Overall, we view our website transition as a success. Our traffic returned to where we were and we surpassed our project benchmarks for both traffic and site performance.

Following the move, we looked for follow-on opportunities to help improve our site speed, including identifying inactive or out-of-date plugins from our blog. Our blog made up at least 40 percent of our organic traffic, so this change made our site faster and helped to reach our organic growth recovery goals in less than six weeks.

We are constantly looking at and prioritizing new opportunities to improve the website experience for our customers, and make doing business with OnLogic as easy as possible. The domain change project was a huge undertaking by the entire organization, and required a great deal of planning and constant communication and collaboration to pull off. That said, the time spent up-front was paid back twice over in the time saved recovering our organic traffic, and making things seamless for our website users to ensure everyone could carry on with business-as-usual.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

from The Moz Blog https://ift.tt/3ekNhm6 More on https://seouk4.weebly.com/

[localwebmgmt]

Executing a Domain Migration: An Inside Look From OnLogic (Formerly Logic Supply)

Posted by ErikaOnLogic

In October 2019, our 16-year-old company rebranded from Logic Supply to OnLogic. The recovery from a traffic standpoint has been pretty smooth (and much faster than we expected), and our customers have embraced our new name and look. We want to share our story, the steps we took to prepare for this major change, and some things we learned along the way about what it takes to execute a successful domain transition (with minimal impact on organic results) in an effort to help those facing the same challenge.

Take a deep breath, it's going to be okay.

First, a little history and background. Logic Supply was founded in 2003 as an e-commerce website that sold components and parts for small form factor computers. Over the years, the company has built up engineering and manufacturing capabilities that today allow us to offer complete industrial and ruggedized computers and technology solutions for a wide range of industries. We've known for almost 10 years that our ambitions would someday outgrow our name, and in 2015 we settled on a new one and began laying the groundwork for the transition. Once we'd gotten past all the research and legal efforts related to the new name itself, we began formulating the website transition plans in 2018. This kind of project requires a long list of individual and team supporters, from the Design and Communications team who helped conceptualize and choose the name OnLogic, to the IT team who would be responsible for making sure the digital transition was executed effectively.

This piece is coming from the perspective of Erika Austin, who has worked in digital marketing for Logic Supply since 2009, with special credit to Tim van der Horst in our Netherlands office who led the roll-out of the new domain and the resulting SEO recovery efforts. Tim applied structure to all the data I had gathered in my head over the past 10 years of decision-making in SEO.

Unstructured Data / Structured Data = Erika / Tim

As I take you through the process and cite our plan, including what we did and didn’t do, as well as the decisions made along the way, you can download a copy of our Go-Live Checklist for your own reference.

Phase one: scoping and planning

I had full confidence that our team could lead a successful transition. The only thing was, I had never done this before. Few have, with the exception of our new IT director who had undergone a few brand and domain migrations in her career. I had been working on building Logic Supply's domain authority for 10 years, so the idea of moving to a new domain brought up a lot of questions. To help us along the way, I sought out an expert who could validate our work and answer questions if anything came up. While many of the recommendations online were people that had cited, or written for, authoritative sites such as Moz, I decided to ask Rand Fishkin, the SEO Rockstar himself, who he would recommend as a Jungle Guide for a project like this. He was kind enough to connect us with KickPoint. Dana DiTomaso at KickPoint was able to quickly understand where we were in the process, and what we needed. Dana proved to be instrumental in validating our efforts along the way, but we were very encouraged by her assessment that our existing plan was thorough and covered the necessary steps. Admittedly, we would have been disappointed otherwise — it was a really detailed plan.

Tim outlined a six-phase project with specifications and definitions of our SEO strategy in a website migration document with an accompanying spreadsheet, complete with an RACI (responsible, accountable, consult, and inform) matrix and timeline. Tim’s plan was extremely clear, with positive outcome scenarios including possible growth as a result of the migration. I will credit Tim again — my head was spinning with only the potential pitfalls (detailed below) of such a huge change. What about E-A-T? This new domain had no expertise, authority, or trust to it, and growth in traffic wasn't something I had even considered. Our IT Director agreed that she had never seen that happen in her career, so we set expectations to have about a ten percent decline over six weeks before a full recovery. I squirmed a bit, but okay. Along with traffic loss, it was important for us to lay out all the possible risks associated with this execution.

Risks

Many of the risks we faced revolved around implementation uncertainty and resource allocation on the IT side. Of the risks that were introduced, the one that I had the most reservations about was migrating our blog to a new URL path. This was decided to be too much of a risk, and we removed it from the initial plan.

*Credit to Modestos Siotos: The Website Migration Guide: SEO Strategy, Process, & Checklist

Redirect strategy for the main brand domain

To help mitigate some of the risks, we discussed options for an overlay notifying customers of the change. But as much as we wanted to get customers excited about our new name and look, we didn’t want it to be too disruptive or be penalized for a disruptive interstitial.

The more we spoke to customers leading up to the big changeover, the more we realized that — while this was a big deal to us — it ultimately didn't impact them, as long as they could still expect the high quality products and support they'd come to know us for. We ended up implementing a persistent banner on every page of the site that pointed to a page about the brand evolution, but we didn’t choose to force users into interacting with that modal.

Phase two: pre-launch preparation

Technical SEO specification

At this point in the project, we realized we had an XML sitemap that would change, but that we wanted the old sitemaps around to help reinforce the transition in Google Search Console. We also determined that an HTML sitemap would help in laying out our structure. We were six months out from our brand transition, so any changes we wanted to make to our website had to be made ASAP.

So, we cleaned up our URL structure, removing many of the existing server redirects that weren’t being used or followed much anymore by only keeping links from our referral traffic. We also created more logical URL paths to show relationships, for example:

/products/industrial-computers/ >> /computers/industrial/

/products/rugged-computers/ >> /computers/rugged/

And updated the redirects to point to the right end path without following redirect chains:

Technical CMS specification

When doing a migration to a new domain, the depth and complexity of the technical CMS specification really depends on if you are migrating your existing platform or switching to a new one. The CMS of choice in our case didn’t change from the previous, which made our lives a little easier. We were porting our existing website over to the new domain as-is. It would mostly come down to content at this stage in the plan.

Content updates

One of the most important things at this step was to make sure our content was displaying our new brand properly. Essentially, we planned for a “simple” find/replace:

Find: *Logic Supply*

Replace: *OnLogic*

We took inventory of every attribute and field on our website that mentions the company, and applied the change across the board: descriptions, short descriptions, meta titles, meta descriptions, manufacturer, etc.

At one point we asked ourselves, "What do we do with press releases or past content that says ‘Logic Supply’? Should that be replaced with ‘OnLogic’?” In the end, we decided to exclude certain parts of the website from the script (articles, events, news from our past), but made sure that all the links were updated. We didn’t have to bury Logic Supply as a brand name, as there would be an advantage in having references to this name during the period of transition to remind customers we’re still the same company.

During this phase, we prepared what needed to be changed in Google Ads, such as headlines, descriptions, URLs, sitelinks, and videos. We ramped up our paid search budget for both terms “Logic Supply” and “OnLogic”, and prioritized pages and keywords to elevate in Google Ads in case the domain change did have an impact on our core keyword rankings.

Priority page identification

Since the intent of our migration was to port our existing platform over to a new domain and make very few changes in the process, we didn't have to list pages we would have to prioritize over others. What we did do was think about external factors that would impact our SEO, and how to limit this impact for our biggest referral traffic sources and top ranking pages.

External Links

We compiled a spreadsheet to help us address, and ideally update, backlinks to our former domain. The categories and data sources are worth noting:

Backlinks: We downloaded all of our backlinks data compiled from SEMRush and Google Search.

Referral traffic and top organic landing pages: This list was pulled from Google Analytics to determine high-traffic, priority pages we’d need to monitor closely after the transition. It also helped to prioritize links that were actively being used.

Partners: We wrote to each of our partners and suppliers about the changes in advance, and asked them to make updates to the links on their websites by certain deadlines. I was delighted to see how quickly this was implemented — a testament to our amazing partners.

Publishers: Anywhere we had a mention in a news story or website that we thought could be updated, we reached out via email at go-live. We did decide at some point we couldn’t erase our history as www.logicsupply.com, but we could at least let those contacts know we had changed. There were a few direct placement advertisements we also had to update.

Directories: We used various internet resources, and a great deal of Googling, to identify business, product, or industry directories that pointed to our old domain and/or used our old name. I hate that directories still have a place in SEO these days, since they date back to the early ages of the internet, but we wanted to cover our bases.

Redirect specification

Redirect mapping

When you’re performing a domain migration, one of the most important things for sustaining organic traffic is to help Google — and any search engine — understand that a page has moved to a new location. One way to do this is with a permanent (301) redirect.

So began our redirect mapping. Our migration scenario was fortunate in the sense that everything remained the same as far as URL structure goes. The only thing that changed was the domain name.

The final redirect map (yes, it’s the world’s most complicated one, ever) was:

logicsupply.com/* -> onlogic.com/*

Internal link redirects

As IT had their redirection mapping server-side prepared, we needed to make sure our internal links weren’t pointing to a 301 redirect, as this would hurt our SEO. Users had to be sent straight to the correct page on the new domain.

Objective: update all links on the site’s content to point to the new domain. Below is the “find/replace” table that our IT team used to help us update all the content for the transition to onlogic.com:

We also launched an HTML sitemap as soon as possible under logicsupply.com after our URL restructure, six months prior to launch.

Contingency plan

We took 15 weeks to prepare, test, and get comfortable with the migration. Once live, there is no going back. Executing thoroughly and exactly on the plan and checking every box is the only approach. So in short: there was no contingency plan. Whatever happened, once we switched domains, that was it.

GULP.

Phase two ended when we started to move away from the specifications and into exactly what needed to happen, and when. We used our Go-Live Checklist to make sure that we had every box checked for creative needs, third party integrations, and to configure file review. Making the checklist highly detailed and accurate was the only way to make sure we succeeded.

Phase three: pre-launch testing

To kick off phase three, we had to get a baseline of where we were at. We had a few errors to correct that had been outstanding in Google Search Console, like submitting noindex links through our XML sitemap. This project also alerted us to the fact that, if everything went well, site speed would be our next project to tackle.

Content review

As content wouldn’t change except for “Logic Supply” becoming “OnLogic”, we didn’t really have to do a lot of reviewing here. We did extensively test the find/replace functionality in the go-live scripts to make sure everything looked as it was supposed to, and that the sections we chose to exclude were in fact left untouched. Updated designs were also part of this review.

Technical review

The technical review involved checking everything we had planned out in the second phase, so making sure redirects, sitemaps, links, and scripts were working and crawlable. IT implemented all server-side conditions, and set up the new domain to work internally for all testing tasks that needed to be executed. Again, the checklist was leading in this endeavor.

Redirect testing

Using ScreamingFrog, we crawled both the sitemaps as well as the staging website we had internally launched for testing purposes — hidden away from the outside world. Any redirect errors that appeared were resolved on the spot.

Site launch risk assessment

Risk assessment was a continuous activity throughout the testing. We had a go or no-go decision prior to go-live, as we couldn’t go back once we flipped the switch on the domain migration. Everything that popped up as an error or flag we swiftly assessed and decided whether to mitigate or ignore for the sake of time. Surprisingly, very few things came up, so we could quickly begin the benchmarking process.

Benchmarking

The template above was what we used to track our site speed before and after. Our benchmarks were consistent between the website before and after our staged migration using both Lighthouse and GTMetrix, meaning we were on track for our go-live date.

Phase four: go-live!

The least impactful day to make this change was over the weekend, because as a B2B company, we’ve noticed that our customers tend to be online during regular office hours.

Our team in the Netherlands, including Tim, flew in to support, and our IT and marketing teams dedicated a Saturday to the migration. It also happened to be my birthday weekend, so I was excited to be able to celebrate with my colleagues while they were in town, and in turn celebrate them for all their hard work!

So, on Saturday, October 19, 2019, around 8 a.m., IT confirmed we were good to go and the maintenance page was up. This was returning a “503 — service temporarily unavailable” server response to make sure Google wouldn’t index our site during the migration.

It was at this point in the process that our Go-Live Checklist took over. It was a lot of work up front, but all of this preparation made the final execution of the domain transition a matter of a few clicks to move and/or publish items.

Among all our other tasks, we updated our page title suffix, which was previously “Logic Supply”, to “Logic Supply is now OnLogic” (today it's “OnLogic formerly Logic Supply”). This was an indication to Google that we were the same company.

The hardest part was the waiting.

Phases five and six: post-launch and performance review

I had planned to camp out next to my computer for the next few days to watch for problems, but nothing surfaced right away. While organic traffic did take an expected dip, it wasn't nearly as dramatic or prolonged as we'd been warned it might be. We are still seeing logicsupply.com indexed months later, which is frustrating, but doesn’t seem to be affecting our traffic on the new domain.

Overall, we view our website transition as a success. Our traffic returned to where we were and we surpassed our project benchmarks for both traffic and site performance.

Following the move, we looked for follow-on opportunities to help improve our site speed, including identifying inactive or out-of-date plugins from our blog. Our blog made up at least 40 percent of our organic traffic, so this change made our site faster and helped to reach our organic growth recovery goals in less than six weeks.

We are constantly looking at and prioritizing new opportunities to improve the website experience for our customers, and make doing business with OnLogic as easy as possible. The domain change project was a huge undertaking by the entire organization, and required a great deal of planning and constant communication and collaboration to pull off. That said, the time spent up-front was paid back twice over in the time saved recovering our organic traffic, and making things seamless for our website users to ensure everyone could carry on with business-as-usual.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[nutrifami]

Executing a Domain Migration: An Inside Look From OnLogic (Formerly Logic Supply)

Posted by ErikaOnLogic

In October 2019, our 16-year-old company rebranded from Logic Supply to OnLogic. The recovery from a traffic standpoint has been pretty smooth (and much faster than we expected), and our customers have embraced our new name and look. We want to share our story, the steps we took to prepare for this major change, and some things we learned along the way about what it takes to execute a successful domain transition (with minimal impact on organic results) in an effort to help those facing the same challenge.

Take a deep breath, it's going to be okay.

First, a little history and background. Logic Supply was founded in 2003 as an e-commerce website that sold components and parts for small form factor computers. Over the years, the company has built up engineering and manufacturing capabilities that today allow us to offer complete industrial and ruggedized computers and technology solutions for a wide range of industries. We've known for almost 10 years that our ambitions would someday outgrow our name, and in 2015 we settled on a new one and began laying the groundwork for the transition. Once we'd gotten past all the research and legal efforts related to the new name itself, we began formulating the website transition plans in 2018. This kind of project requires a long list of individual and team supporters, from the Design and Communications team who helped conceptualize and choose the name OnLogic, to the IT team who would be responsible for making sure the digital transition was executed effectively.

This piece is coming from the perspective of Erika Austin, who has worked in digital marketing for Logic Supply since 2009, with special credit to Tim van der Horst in our Netherlands office who led the roll-out of the new domain and the resulting SEO recovery efforts. Tim applied structure to all the data I had gathered in my head over the past 10 years of decision-making in SEO.

Unstructured Data / Structured Data = Erika / Tim

As I take you through the process and cite our plan, including what we did and didn’t do, as well as the decisions made along the way, you can download a copy of our Go-Live Checklist for your own reference.

Phase one: scoping and planning

I had full confidence that our team could lead a successful transition. The only thing was, I had never done this before. Few have, with the exception of our new IT director who had undergone a few brand and domain migrations in her career. I had been working on building Logic Supply's domain authority for 10 years, so the idea of moving to a new domain brought up a lot of questions. To help us along the way, I sought out an expert who could validate our work and answer questions if anything came up. While many of the recommendations online were people that had cited, or written for, authoritative sites such as Moz, I decided to ask Rand Fishkin, the SEO Rockstar himself, who he would recommend as a Jungle Guide for a project like this. He was kind enough to connect us with KickPoint. Dana DiTomaso at KickPoint was able to quickly understand where we were in the process, and what we needed. Dana proved to be instrumental in validating our efforts along the way, but we were very encouraged by her assessment that our existing plan was thorough and covered the necessary steps. Admittedly, we would have been disappointed otherwise — it was a really detailed plan.

Tim outlined a six-phase project with specifications and definitions of our SEO strategy in a website migration document with an accompanying spreadsheet, complete with an RACI (responsible, accountable, consult, and inform) matrix and timeline. Tim’s plan was extremely clear, with positive outcome scenarios including possible growth as a result of the migration. I will credit Tim again — my head was spinning with only the potential pitfalls (detailed below) of such a huge change. What about E-A-T? This new domain had no expertise, authority, or trust to it, and growth in traffic wasn't something I had even considered. Our IT Director agreed that she had never seen that happen in her career, so we set expectations to have about a ten percent decline over six weeks before a full recovery. I squirmed a bit, but okay. Along with traffic loss, it was important for us to lay out all the possible risks associated with this execution.

Risks

Many of the risks we faced revolved around implementation uncertainty and resource allocation on the IT side. Of the risks that were introduced, the one that I had the most reservations about was migrating our blog to a new URL path. This was decided to be too much of a risk, and we removed it from the initial plan.

*Credit to Modestos Siotos: The Website Migration Guide: SEO Strategy, Process, & Checklist

Redirect strategy for the main brand domain

To help mitigate some of the risks, we discussed options for an overlay notifying customers of the change. But as much as we wanted to get customers excited about our new name and look, we didn’t want it to be too disruptive or be penalized for a disruptive interstitial.

The more we spoke to customers leading up to the big changeover, the more we realized that — while this was a big deal to us — it ultimately didn't impact them, as long as they could still expect the high quality products and support they'd come to know us for. We ended up implementing a persistent banner on every page of the site that pointed to a page about the brand evolution, but we didn’t choose to force users into interacting with that modal.

Phase two: pre-launch preparation

Technical SEO specification

At this point in the project, we realized we had an XML sitemap that would change, but that we wanted the old sitemaps around to help reinforce the transition in Google Search Console. We also determined that an HTML sitemap would help in laying out our structure. We were six months out from our brand transition, so any changes we wanted to make to our website had to be made ASAP.

So, we cleaned up our URL structure, removing many of the existing server redirects that weren’t being used or followed much anymore by only keeping links from our referral traffic. We also created more logical URL paths to show relationships, for example:

/products/industrial-computers/ >> /computers/industrial/

/products/rugged-computers/ >> /computers/rugged/

And updated the redirects to point to the right end path without following redirect chains:

Technical CMS specification

When doing a migration to a new domain, the depth and complexity of the technical CMS specification really depends on if you are migrating your existing platform or switching to a new one. The CMS of choice in our case didn’t change from the previous, which made our lives a little easier. We were porting our existing website over to the new domain as-is. It would mostly come down to content at this stage in the plan.

Content updates

One of the most important things at this step was to make sure our content was displaying our new brand properly. Essentially, we planned for a “simple” find/replace:

Find: *Logic Supply*

Replace: *OnLogic*

We took inventory of every attribute and field on our website that mentions the company, and applied the change across the board: descriptions, short descriptions, meta titles, meta descriptions, manufacturer, etc.

At one point we asked ourselves, "What do we do with press releases or past content that says ‘Logic Supply’? Should that be replaced with ‘OnLogic’?” In the end, we decided to exclude certain parts of the website from the script (articles, events, news from our past), but made sure that all the links were updated. We didn’t have to bury Logic Supply as a brand name, as there would be an advantage in having references to this name during the period of transition to remind customers we’re still the same company.

During this phase, we prepared what needed to be changed in Google Ads, such as headlines, descriptions, URLs, sitelinks, and videos. We ramped up our paid search budget for both terms “Logic Supply” and “OnLogic”, and prioritized pages and keywords to elevate in Google Ads in case the domain change did have an impact on our core keyword rankings.

Priority page identification

Since the intent of our migration was to port our existing platform over to a new domain and make very few changes in the process, we didn't have to list pages we would have to prioritize over others. What we did do was think about external factors that would impact our SEO, and how to limit this impact for our biggest referral traffic sources and top ranking pages.

External Links

We compiled a spreadsheet to help us address, and ideally update, backlinks to our former domain. The categories and data sources are worth noting:

Backlinks: We downloaded all of our backlinks data compiled from SEMRush and Google Search.

Referral traffic and top organic landing pages: This list was pulled from Google Analytics to determine high-traffic, priority pages we’d need to monitor closely after the transition. It also helped to prioritize links that were actively being used.

Partners: We wrote to each of our partners and suppliers about the changes in advance, and asked them to make updates to the links on their websites by certain deadlines. I was delighted to see how quickly this was implemented — a testament to our amazing partners.

Publishers: Anywhere we had a mention in a news story or website that we thought could be updated, we reached out via email at go-live. We did decide at some point we couldn’t erase our history as https://bit.ly/3ekTlLo, but we could at least let those contacts know we had changed. There were a few direct placement advertisements we also had to update.

Directories: We used various internet resources, and a great deal of Googling, to identify business, product, or industry directories that pointed to our old domain and/or used our old name. I hate that directories still have a place in SEO these days, since they date back to the early ages of the internet, but we wanted to cover our bases.

Redirect specification

Redirect mapping

When you’re performing a domain migration, one of the most important things for sustaining organic traffic is to help Google — and any search engine — understand that a page has moved to a new location. One way to do this is with a permanent (301) redirect.

So began our redirect mapping. Our migration scenario was fortunate in the sense that everything remained the same as far as URL structure goes. The only thing that changed was the domain name.

The final redirect map (yes, it’s the world’s most complicated one, ever) was:

logicsupply.com/* -> onlogic.com/*

Internal link redirects

As IT had their redirection mapping server-side prepared, we needed to make sure our internal links weren’t pointing to a 301 redirect, as this would hurt our SEO. Users had to be sent straight to the correct page on the new domain.

Objective: update all links on the site’s content to point to the new domain. Below is the “find/replace” table that our IT team used to help us update all the content for the transition to onlogic.com:

We also launched an HTML sitemap as soon as possible under logicsupply.com after our URL restructure, six months prior to launch.

Contingency plan

We took 15 weeks to prepare, test, and get comfortable with the migration. Once live, there is no going back. Executing thoroughly and exactly on the plan and checking every box is the only approach. So in short: there was no contingency plan. Whatever happened, once we switched domains, that was it.

GULP.

Phase two ended when we started to move away from the specifications and into exactly what needed to happen, and when. We used our Go-Live Checklist to make sure that we had every box checked for creative needs, third party integrations, and to configure file review. Making the checklist highly detailed and accurate was the only way to make sure we succeeded.

Phase three: pre-launch testing

To kick off phase three, we had to get a baseline of where we were at. We had a few errors to correct that had been outstanding in Google Search Console, like submitting noindex links through our XML sitemap. This project also alerted us to the fact that, if everything went well, site speed would be our next project to tackle.

Content review

As content wouldn’t change except for “Logic Supply” becoming “OnLogic”, we didn’t really have to do a lot of reviewing here. We did extensively test the find/replace functionality in the go-live scripts to make sure everything looked as it was supposed to, and that the sections we chose to exclude were in fact left untouched. Updated designs were also part of this review.

Technical review

The technical review involved checking everything we had planned out in the second phase, so making sure redirects, sitemaps, links, and scripts were working and crawlable. IT implemented all server-side conditions, and set up the new domain to work internally for all testing tasks that needed to be executed. Again, the checklist was leading in this endeavor.

Redirect testing

Using ScreamingFrog, we crawled both the sitemaps as well as the staging website we had internally launched for testing purposes — hidden away from the outside world. Any redirect errors that appeared were resolved on the spot.

Site launch risk assessment

Risk assessment was a continuous activity throughout the testing. We had a go or no-go decision prior to go-live, as we couldn’t go back once we flipped the switch on the domain migration. Everything that popped up as an error or flag we swiftly assessed and decided whether to mitigate or ignore for the sake of time. Surprisingly, very few things came up, so we could quickly begin the benchmarking process.

Benchmarking

The template above was what we used to track our site speed before and after. Our benchmarks were consistent between the website before and after our staged migration using both Lighthouse and GTMetrix, meaning we were on track for our go-live date.

Phase four: go-live!

The least impactful day to make this change was over the weekend, because as a B2B company, we’ve noticed that our customers tend to be online during regular office hours.

Our team in the Netherlands, including Tim, flew in to support, and our IT and marketing teams dedicated a Saturday to the migration. It also happened to be my birthday weekend, so I was excited to be able to celebrate with my colleagues while they were in town, and in turn celebrate them for all their hard work!

So, on Saturday, October 19, 2019, around 8 a.m., IT confirmed we were good to go and the maintenance page was up. This was returning a “503 — service temporarily unavailable” server response to make sure Google wouldn’t index our site during the migration.

It was at this point in the process that our Go-Live Checklist took over. It was a lot of work up front, but all of this preparation made the final execution of the domain transition a matter of a few clicks to move and/or publish items.

Among all our other tasks, we updated our page title suffix, which was previously “Logic Supply”, to “Logic Supply is now OnLogic” (today it's “OnLogic formerly Logic Supply”). This was an indication to Google that we were the same company.

The hardest part was the waiting.

Phases five and six: post-launch and performance review

I had planned to camp out next to my computer for the next few days to watch for problems, but nothing surfaced right away. While organic traffic did take an expected dip, it wasn't nearly as dramatic or prolonged as we'd been warned it might be. We are still seeing logicsupply.com indexed months later, which is frustrating, but doesn’t seem to be affecting our traffic on the new domain.

Overall, we view our website transition as a success. Our traffic returned to where we were and we surpassed our project benchmarks for both traffic and site performance.

Following the move, we looked for follow-on opportunities to help improve our site speed, including identifying inactive or out-of-date plugins from our blog. Our blog made up at least 40 percent of our organic traffic, so this change made our site faster and helped to reach our organic growth recovery goals in less than six weeks.

We are constantly looking at and prioritizing new opportunities to improve the website experience for our customers, and make doing business with OnLogic as easy as possible. The domain change project was a huge undertaking by the entire organization, and required a great deal of planning and constant communication and collaboration to pull off. That said, the time spent up-front was paid back twice over in the time saved recovering our organic traffic, and making things seamless for our website users to ensure everyone could carry on with business-as-usual.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[daynamartinez22]

Executing a Domain Migration: An Inside Look From OnLogic (Formerly Logic Supply)

Posted by ErikaOnLogic

In October 2019, our 16-year-old company rebranded from Logic Supply to OnLogic. The recovery from a traffic standpoint has been pretty smooth (and much faster than we expected), and our customers have embraced our new name and look. We want to share our story, the steps we took to prepare for this major change, and some things we learned along the way about what it takes to execute a successful domain transition (with minimal impact on organic results) in an effort to help those facing the same challenge.

Take a deep breath, it's going to be okay.

First, a little history and background. Logic Supply was founded in 2003 as an e-commerce website that sold components and parts for small form factor computers. Over the years, the company has built up engineering and manufacturing capabilities that today allow us to offer complete industrial and ruggedized computers and technology solutions for a wide range of industries. We've known for almost 10 years that our ambitions would someday outgrow our name, and in 2015 we settled on a new one and began laying the groundwork for the transition. Once we'd gotten past all the research and legal efforts related to the new name itself, we began formulating the website transition plans in 2018. This kind of project requires a long list of individual and team supporters, from the Design and Communications team who helped conceptualize and choose the name OnLogic, to the IT team who would be responsible for making sure the digital transition was executed effectively.

This piece is coming from the perspective of Erika Austin, who has worked in digital marketing for Logic Supply since 2009, with special credit to Tim van der Horst in our Netherlands office who led the roll-out of the new domain and the resulting SEO recovery efforts. Tim applied structure to all the data I had gathered in my head over the past 10 years of decision-making in SEO.

Unstructured Data / Structured Data = Erika / Tim

As I take you through the process and cite our plan, including what we did and didn’t do, as well as the decisions made along the way, you can download a copy of our Go-Live Checklist for your own reference.

Phase one: scoping and planning

I had full confidence that our team could lead a successful transition. The only thing was, I had never done this before. Few have, with the exception of our new IT director who had undergone a few brand and domain migrations in her career. I had been working on building Logic Supply's domain authority for 10 years, so the idea of moving to a new domain brought up a lot of questions. To help us along the way, I sought out an expert who could validate our work and answer questions if anything came up. While many of the recommendations online were people that had cited, or written for, authoritative sites such as Moz, I decided to ask Rand Fishkin, the SEO Rockstar himself, who he would recommend as a Jungle Guide for a project like this. He was kind enough to connect us with KickPoint. Dana DiTomaso at KickPoint was able to quickly understand where we were in the process, and what we needed. Dana proved to be instrumental in validating our efforts along the way, but we were very encouraged by her assessment that our existing plan was thorough and covered the necessary steps. Admittedly, we would have been disappointed otherwise — it was a really detailed plan.

Tim outlined a six-phase project with specifications and definitions of our SEO strategy in a website migration document with an accompanying spreadsheet, complete with an RACI (responsible, accountable, consult, and inform) matrix and timeline. Tim’s plan was extremely clear, with positive outcome scenarios including possible growth as a result of the migration. I will credit Tim again — my head was spinning with only the potential pitfalls (detailed below) of such a huge change. What about E-A-T? This new domain had no expertise, authority, or trust to it, and growth in traffic wasn't something I had even considered. Our IT Director agreed that she had never seen that happen in her career, so we set expectations to have about a ten percent decline over six weeks before a full recovery. I squirmed a bit, but okay. Along with traffic loss, it was important for us to lay out all the possible risks associated with this execution.

Risks

Many of the risks we faced revolved around implementation uncertainty and resource allocation on the IT side. Of the risks that were introduced, the one that I had the most reservations about was migrating our blog to a new URL path. This was decided to be too much of a risk, and we removed it from the initial plan.

*Credit to Modestos Siotos: The Website Migration Guide: SEO Strategy, Process, & Checklist

Redirect strategy for the main brand domain

To help mitigate some of the risks, we discussed options for an overlay notifying customers of the change. But as much as we wanted to get customers excited about our new name and look, we didn’t want it to be too disruptive or be penalized for a disruptive interstitial.

The more we spoke to customers leading up to the big changeover, the more we realized that — while this was a big deal to us — it ultimately didn't impact them, as long as they could still expect the high quality products and support they'd come to know us for. We ended up implementing a persistent banner on every page of the site that pointed to a page about the brand evolution, but we didn’t choose to force users into interacting with that modal.

Phase two: pre-launch preparation

Technical SEO specification

At this point in the project, we realized we had an XML sitemap that would change, but that we wanted the old sitemaps around to help reinforce the transition in Google Search Console. We also determined that an HTML sitemap would help in laying out our structure. We were six months out from our brand transition, so any changes we wanted to make to our website had to be made ASAP.

So, we cleaned up our URL structure, removing many of the existing server redirects that weren’t being used or followed much anymore by only keeping links from our referral traffic. We also created more logical URL paths to show relationships, for example:

/products/industrial-computers/ >> /computers/industrial/

/products/rugged-computers/ >> /computers/rugged/

And updated the redirects to point to the right end path without following redirect chains:

Technical CMS specification

When doing a migration to a new domain, the depth and complexity of the technical CMS specification really depends on if you are migrating your existing platform or switching to a new one. The CMS of choice in our case didn’t change from the previous, which made our lives a little easier. We were porting our existing website over to the new domain as-is. It would mostly come down to content at this stage in the plan.

Content updates

One of the most important things at this step was to make sure our content was displaying our new brand properly. Essentially, we planned for a “simple” find/replace:

Find: *Logic Supply*

Replace: *OnLogic*

We took inventory of every attribute and field on our website that mentions the company, and applied the change across the board: descriptions, short descriptions, meta titles, meta descriptions, manufacturer, etc.

At one point we asked ourselves, "What do we do with press releases or past content that says ‘Logic Supply’? Should that be replaced with ‘OnLogic’?” In the end, we decided to exclude certain parts of the website from the script (articles, events, news from our past), but made sure that all the links were updated. We didn’t have to bury Logic Supply as a brand name, as there would be an advantage in having references to this name during the period of transition to remind customers we’re still the same company.

During this phase, we prepared what needed to be changed in Google Ads, such as headlines, descriptions, URLs, sitelinks, and videos. We ramped up our paid search budget for both terms “Logic Supply” and “OnLogic”, and prioritized pages and keywords to elevate in Google Ads in case the domain change did have an impact on our core keyword rankings.

Priority page identification

Since the intent of our migration was to port our existing platform over to a new domain and make very few changes in the process, we didn't have to list pages we would have to prioritize over others. What we did do was think about external factors that would impact our SEO, and how to limit this impact for our biggest referral traffic sources and top ranking pages.

External Links

We compiled a spreadsheet to help us address, and ideally update, backlinks to our former domain. The categories and data sources are worth noting:

Backlinks: We downloaded all of our backlinks data compiled from SEMRush and Google Search.

Referral traffic and top organic landing pages: This list was pulled from Google Analytics to determine high-traffic, priority pages we’d need to monitor closely after the transition. It also helped to prioritize links that were actively being used.

Partners: We wrote to each of our partners and suppliers about the changes in advance, and asked them to make updates to the links on their websites by certain deadlines. I was delighted to see how quickly this was implemented — a testament to our amazing partners.

Publishers: Anywhere we had a mention in a news story or website that we thought could be updated, we reached out via email at go-live. We did decide at some point we couldn’t erase our history as www.logicsupply.com, but we could at least let those contacts know we had changed. There were a few direct placement advertisements we also had to update.

Directories: We used various internet resources, and a great deal of Googling, to identify business, product, or industry directories that pointed to our old domain and/or used our old name. I hate that directories still have a place in SEO these days, since they date back to the early ages of the internet, but we wanted to cover our bases.

Redirect specification

Redirect mapping

When you’re performing a domain migration, one of the most important things for sustaining organic traffic is to help Google — and any search engine — understand that a page has moved to a new location. One way to do this is with a permanent (301) redirect.

So began our redirect mapping. Our migration scenario was fortunate in the sense that everything remained the same as far as URL structure goes. The only thing that changed was the domain name.

The final redirect map (yes, it’s the world’s most complicated one, ever) was:

logicsupply.com/* -> onlogic.com/*

Internal link redirects

As IT had their redirection mapping server-side prepared, we needed to make sure our internal links weren’t pointing to a 301 redirect, as this would hurt our SEO. Users had to be sent straight to the correct page on the new domain.

Objective: update all links on the site’s content to point to the new domain. Below is the “find/replace” table that our IT team used to help us update all the content for the transition to onlogic.com:

We also launched an HTML sitemap as soon as possible under logicsupply.com after our URL restructure, six months prior to launch.

Contingency plan

We took 15 weeks to prepare, test, and get comfortable with the migration. Once live, there is no going back. Executing thoroughly and exactly on the plan and checking every box is the only approach. So in short: there was no contingency plan. Whatever happened, once we switched domains, that was it.

GULP.

Phase two ended when we started to move away from the specifications and into exactly what needed to happen, and when. We used our Go-Live Checklist to make sure that we had every box checked for creative needs, third party integrations, and to configure file review. Making the checklist highly detailed and accurate was the only way to make sure we succeeded.

Phase three: pre-launch testing

To kick off phase three, we had to get a baseline of where we were at. We had a few errors to correct that had been outstanding in Google Search Console, like submitting noindex links through our XML sitemap. This project also alerted us to the fact that, if everything went well, site speed would be our next project to tackle.

Content review

As content wouldn’t change except for “Logic Supply” becoming “OnLogic”, we didn’t really have to do a lot of reviewing here. We did extensively test the find/replace functionality in the go-live scripts to make sure everything looked as it was supposed to, and that the sections we chose to exclude were in fact left untouched. Updated designs were also part of this review.

Technical review

The technical review involved checking everything we had planned out in the second phase, so making sure redirects, sitemaps, links, and scripts were working and crawlable. IT implemented all server-side conditions, and set up the new domain to work internally for all testing tasks that needed to be executed. Again, the checklist was leading in this endeavor.

Redirect testing

Using ScreamingFrog, we crawled both the sitemaps as well as the staging website we had internally launched for testing purposes — hidden away from the outside world. Any redirect errors that appeared were resolved on the spot.

Site launch risk assessment

Risk assessment was a continuous activity throughout the testing. We had a go or no-go decision prior to go-live, as we couldn’t go back once we flipped the switch on the domain migration. Everything that popped up as an error or flag we swiftly assessed and decided whether to mitigate or ignore for the sake of time. Surprisingly, very few things came up, so we could quickly begin the benchmarking process.

Benchmarking

The template above was what we used to track our site speed before and after. Our benchmarks were consistent between the website before and after our staged migration using both Lighthouse and GTMetrix, meaning we were on track for our go-live date.

Phase four: go-live!

The least impactful day to make this change was over the weekend, because as a B2B company, we’ve noticed that our customers tend to be online during regular office hours.

Our team in the Netherlands, including Tim, flew in to support, and our IT and marketing teams dedicated a Saturday to the migration. It also happened to be my birthday weekend, so I was excited to be able to celebrate with my colleagues while they were in town, and in turn celebrate them for all their hard work!

So, on Saturday, October 19, 2019, around 8 a.m., IT confirmed we were good to go and the maintenance page was up. This was returning a “503 — service temporarily unavailable” server response to make sure Google wouldn’t index our site during the migration.

It was at this point in the process that our Go-Live Checklist took over. It was a lot of work up front, but all of this preparation made the final execution of the domain transition a matter of a few clicks to move and/or publish items.

Among all our other tasks, we updated our page title suffix, which was previously “Logic Supply”, to “Logic Supply is now OnLogic” (today it's “OnLogic formerly Logic Supply”). This was an indication to Google that we were the same company.

The hardest part was the waiting.

Phases five and six: post-launch and performance review

I had planned to camp out next to my computer for the next few days to watch for problems, but nothing surfaced right away. While organic traffic did take an expected dip, it wasn't nearly as dramatic or prolonged as we'd been warned it might be. We are still seeing logicsupply.com indexed months later, which is frustrating, but doesn’t seem to be affecting our traffic on the new domain.

Overall, we view our website transition as a success. Our traffic returned to where we were and we surpassed our project benchmarks for both traffic and site performance.

Following the move, we looked for follow-on opportunities to help improve our site speed, including identifying inactive or out-of-date plugins from our blog. Our blog made up at least 40 percent of our organic traffic, so this change made our site faster and helped to reach our organic growth recovery goals in less than six weeks.

We are constantly looking at and prioritizing new opportunities to improve the website experience for our customers, and make doing business with OnLogic as easy as possible. The domain change project was a huge undertaking by the entire organization, and required a great deal of planning and constant communication and collaboration to pull off. That said, the time spent up-front was paid back twice over in the time saved recovering our organic traffic, and making things seamless for our website users to ensure everyone could carry on with business-as-usual.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[xaydungtruonggia]

Executing a Domain Migration: An Inside Look From OnLogic (Formerly Logic Supply)

Posted by ErikaOnLogic

In October 2019, our 16-year-old company rebranded from Logic Supply to OnLogic. The recovery from a traffic standpoint has been pretty smooth (and much faster than we expected), and our customers have embraced our new name and look. We want to share our story, the steps we took to prepare for this major change, and some things we learned along the way about what it takes to execute a successful domain transition (with minimal impact on organic results) in an effort to help those facing the same challenge.

Take a deep breath, it's going to be okay.

First, a little history and background. Logic Supply was founded in 2003 as an e-commerce website that sold components and parts for small form factor computers. Over the years, the company has built up engineering and manufacturing capabilities that today allow us to offer complete industrial and ruggedized computers and technology solutions for a wide range of industries. We've known for almost 10 years that our ambitions would someday outgrow our name, and in 2015 we settled on a new one and began laying the groundwork for the transition. Once we'd gotten past all the research and legal efforts related to the new name itself, we began formulating the website transition plans in 2018. This kind of project requires a long list of individual and team supporters, from the Design and Communications team who helped conceptualize and choose the name OnLogic, to the IT team who would be responsible for making sure the digital transition was executed effectively.

This piece is coming from the perspective of Erika Austin, who has worked in digital marketing for Logic Supply since 2009, with special credit to Tim van der Horst in our Netherlands office who led the roll-out of the new domain and the resulting SEO recovery efforts. Tim applied structure to all the data I had gathered in my head over the past 10 years of decision-making in SEO.

Unstructured Data / Structured Data = Erika / Tim

As I take you through the process and cite our plan, including what we did and didn’t do, as well as the decisions made along the way, you can download a copy of our Go-Live Checklist for your own reference.

Phase one: scoping and planning

I had full confidence that our team could lead a successful transition. The only thing was, I had never done this before. Few have, with the exception of our new IT director who had undergone a few brand and domain migrations in her career. I had been working on building Logic Supply's domain authority for 10 years, so the idea of moving to a new domain brought up a lot of questions. To help us along the way, I sought out an expert who could validate our work and answer questions if anything came up. While many of the recommendations online were people that had cited, or written for, authoritative sites such as Moz, I decided to ask Rand Fishkin, the SEO Rockstar himself, who he would recommend as a Jungle Guide for a project like this. He was kind enough to connect us with KickPoint. Dana DiTomaso at KickPoint was able to quickly understand where we were in the process, and what we needed. Dana proved to be instrumental in validating our efforts along the way, but we were very encouraged by her assessment that our existing plan was thorough and covered the necessary steps. Admittedly, we would have been disappointed otherwise — it was a really detailed plan.

Tim outlined a six-phase project with specifications and definitions of our SEO strategy in a website migration document with an accompanying spreadsheet, complete with an RACI (responsible, accountable, consult, and inform) matrix and timeline. Tim’s plan was extremely clear, with positive outcome scenarios including possible growth as a result of the migration. I will credit Tim again — my head was spinning with only the potential pitfalls (detailed below) of such a huge change. What about E-A-T? This new domain had no expertise, authority, or trust to it, and growth in traffic wasn't something I had even considered. Our IT Director agreed that she had never seen that happen in her career, so we set expectations to have about a ten percent decline over six weeks before a full recovery. I squirmed a bit, but okay. Along with traffic loss, it was important for us to lay out all the possible risks associated with this execution.

Risks

Many of the risks we faced revolved around implementation uncertainty and resource allocation on the IT side. Of the risks that were introduced, the one that I had the most reservations about was migrating our blog to a new URL path. This was decided to be too much of a risk, and we removed it from the initial plan.

*Credit to Modestos Siotos: The Website Migration Guide: SEO Strategy, Process, & Checklist

Redirect strategy for the main brand domain

To help mitigate some of the risks, we discussed options for an overlay notifying customers of the change. But as much as we wanted to get customers excited about our new name and look, we didn’t want it to be too disruptive or be penalized for a disruptive interstitial.

The more we spoke to customers leading up to the big changeover, the more we realized that — while this was a big deal to us — it ultimately didn't impact them, as long as they could still expect the high quality products and support they'd come to know us for. We ended up implementing a persistent banner on every page of the site that pointed to a page about the brand evolution, but we didn’t choose to force users into interacting with that modal.

Phase two: pre-launch preparation

Technical SEO specification

At this point in the project, we realized we had an XML sitemap that would change, but that we wanted the old sitemaps around to help reinforce the transition in Google Search Console. We also determined that an HTML sitemap would help in laying out our structure. We were six months out from our brand transition, so any changes we wanted to make to our website had to be made ASAP.

So, we cleaned up our URL structure, removing many of the existing server redirects that weren’t being used or followed much anymore by only keeping links from our referral traffic. We also created more logical URL paths to show relationships, for example:

/products/industrial-computers/ >> /computers/industrial/

/products/rugged-computers/ >> /computers/rugged/

And updated the redirects to point to the right end path without following redirect chains:

Technical CMS specification

When doing a migration to a new domain, the depth and complexity of the technical CMS specification really depends on if you are migrating your existing platform or switching to a new one. The CMS of choice in our case didn’t change from the previous, which made our lives a little easier. We were porting our existing website over to the new domain as-is. It would mostly come down to content at this stage in the plan.

Content updates

One of the most important things at this step was to make sure our content was displaying our new brand properly. Essentially, we planned for a “simple” find/replace:

Find: *Logic Supply*

Replace: *OnLogic*

We took inventory of every attribute and field on our website that mentions the company, and applied the change across the board: descriptions, short descriptions, meta titles, meta descriptions, manufacturer, etc.

At one point we asked ourselves, "What do we do with press releases or past content that says ‘Logic Supply’? Should that be replaced with ‘OnLogic’?” In the end, we decided to exclude certain parts of the website from the script (articles, events, news from our past), but made sure that all the links were updated. We didn’t have to bury Logic Supply as a brand name, as there would be an advantage in having references to this name during the period of transition to remind customers we’re still the same company.

During this phase, we prepared what needed to be changed in Google Ads, such as headlines, descriptions, URLs, sitelinks, and videos. We ramped up our paid search budget for both terms “Logic Supply” and “OnLogic”, and prioritized pages and keywords to elevate in Google Ads in case the domain change did have an impact on our core keyword rankings.

Priority page identification

Since the intent of our migration was to port our existing platform over to a new domain and make very few changes in the process, we didn't have to list pages we would have to prioritize over others. What we did do was think about external factors that would impact our SEO, and how to limit this impact for our biggest referral traffic sources and top ranking pages.

External Links

We compiled a spreadsheet to help us address, and ideally update, backlinks to our former domain. The categories and data sources are worth noting:

Backlinks: We downloaded all of our backlinks data compiled from SEMRush and Google Search.

Referral traffic and top organic landing pages: This list was pulled from Google Analytics to determine high-traffic, priority pages we’d need to monitor closely after the transition. It also helped to prioritize links that were actively being used.

Partners: We wrote to each of our partners and suppliers about the changes in advance, and asked them to make updates to the links on their websites by certain deadlines. I was delighted to see how quickly this was implemented — a testament to our amazing partners.

Publishers: Anywhere we had a mention in a news story or website that we thought could be updated, we reached out via email at go-live. We did decide at some point we couldn’t erase our history as www.logicsupply.com, but we could at least let those contacts know we had changed. There were a few direct placement advertisements we also had to update.

Directories: We used various internet resources, and a great deal of Googling, to identify business, product, or industry directories that pointed to our old domain and/or used our old name. I hate that directories still have a place in SEO these days, since they date back to the early ages of the internet, but we wanted to cover our bases.

Redirect specification

Redirect mapping

When you’re performing a domain migration, one of the most important things for sustaining organic traffic is to help Google — and any search engine — understand that a page has moved to a new location. One way to do this is with a permanent (301) redirect.

So began our redirect mapping. Our migration scenario was fortunate in the sense that everything remained the same as far as URL structure goes. The only thing that changed was the domain name.

The final redirect map (yes, it’s the world’s most complicated one, ever) was:

logicsupply.com/* -> onlogic.com/*

Internal link redirects

As IT had their redirection mapping server-side prepared, we needed to make sure our internal links weren’t pointing to a 301 redirect, as this would hurt our SEO. Users had to be sent straight to the correct page on the new domain.

Objective: update all links on the site’s content to point to the new domain. Below is the “find/replace” table that our IT team used to help us update all the content for the transition to onlogic.com:

We also launched an HTML sitemap as soon as possible under logicsupply.com after our URL restructure, six months prior to launch.

Contingency plan

We took 15 weeks to prepare, test, and get comfortable with the migration. Once live, there is no going back. Executing thoroughly and exactly on the plan and checking every box is the only approach. So in short: there was no contingency plan. Whatever happened, once we switched domains, that was it.

GULP.

Phase two ended when we started to move away from the specifications and into exactly what needed to happen, and when. We used our Go-Live Checklist to make sure that we had every box checked for creative needs, third party integrations, and to configure file review. Making the checklist highly detailed and accurate was the only way to make sure we succeeded.

Phase three: pre-launch testing

To kick off phase three, we had to get a baseline of where we were at. We had a few errors to correct that had been outstanding in Google Search Console, like submitting noindex links through our XML sitemap. This project also alerted us to the fact that, if everything went well, site speed would be our next project to tackle.

Content review

As content wouldn’t change except for “Logic Supply” becoming “OnLogic”, we didn’t really have to do a lot of reviewing here. We did extensively test the find/replace functionality in the go-live scripts to make sure everything looked as it was supposed to, and that the sections we chose to exclude were in fact left untouched. Updated designs were also part of this review.

Technical review

The technical review involved checking everything we had planned out in the second phase, so making sure redirects, sitemaps, links, and scripts were working and crawlable. IT implemented all server-side conditions, and set up the new domain to work internally for all testing tasks that needed to be executed. Again, the checklist was leading in this endeavor.

Redirect testing

Using ScreamingFrog, we crawled both the sitemaps as well as the staging website we had internally launched for testing purposes — hidden away from the outside world. Any redirect errors that appeared were resolved on the spot.

Site launch risk assessment

Risk assessment was a continuous activity throughout the testing. We had a go or no-go decision prior to go-live, as we couldn’t go back once we flipped the switch on the domain migration. Everything that popped up as an error or flag we swiftly assessed and decided whether to mitigate or ignore for the sake of time. Surprisingly, very few things came up, so we could quickly begin the benchmarking process.

Benchmarking

The template above was what we used to track our site speed before and after. Our benchmarks were consistent between the website before and after our staged migration using both Lighthouse and GTMetrix, meaning we were on track for our go-live date.

Phase four: go-live!

The least impactful day to make this change was over the weekend, because as a B2B company, we’ve noticed that our customers tend to be online during regular office hours.

Our team in the Netherlands, including Tim, flew in to support, and our IT and marketing teams dedicated a Saturday to the migration. It also happened to be my birthday weekend, so I was excited to be able to celebrate with my colleagues while they were in town, and in turn celebrate them for all their hard work!

So, on Saturday, October 19, 2019, around 8 a.m., IT confirmed we were good to go and the maintenance page was up. This was returning a “503 — service temporarily unavailable” server response to make sure Google wouldn’t index our site during the migration.

It was at this point in the process that our Go-Live Checklist took over. It was a lot of work up front, but all of this preparation made the final execution of the domain transition a matter of a few clicks to move and/or publish items.

Among all our other tasks, we updated our page title suffix, which was previously “Logic Supply”, to “Logic Supply is now OnLogic” (today it's “OnLogic formerly Logic Supply”). This was an indication to Google that we were the same company.

The hardest part was the waiting.

Phases five and six: post-launch and performance review

I had planned to camp out next to my computer for the next few days to watch for problems, but nothing surfaced right away. While organic traffic did take an expected dip, it wasn't nearly as dramatic or prolonged as we'd been warned it might be. We are still seeing logicsupply.com indexed months later, which is frustrating, but doesn’t seem to be affecting our traffic on the new domain.

Overall, we view our website transition as a success. Our traffic returned to where we were and we surpassed our project benchmarks for both traffic and site performance.

Following the move, we looked for follow-on opportunities to help improve our site speed, including identifying inactive or out-of-date plugins from our blog. Our blog made up at least 40 percent of our organic traffic, so this change made our site faster and helped to reach our organic growth recovery goals in less than six weeks.

We are constantly looking at and prioritizing new opportunities to improve the website experience for our customers, and make doing business with OnLogic as easy as possible. The domain change project was a huge undertaking by the entire organization, and required a great deal of planning and constant communication and collaboration to pull off. That said, the time spent up-front was paid back twice over in the time saved recovering our organic traffic, and making things seamless for our website users to ensure everyone could carry on with business-as-usual.

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