Before
Two identities
- Visible URLhannahzhang.ca
- Canonicaltemporary host
- OG URLtemporary host
- Discovery mapnot defined
Self-directed owned-media case · Calgary · 2026
From hosted URL to search-ready portfolio.
Connecting a custom domain was only the visible part of the move. The real work was making every technical and navigational signal agree on what the site is, where it lives and how people should explore it.
My role
SEO audit · Information architecture · Metadata strategy · Content hierarchy · Responsive UX · Technical implementation
1preferred HTTPS domain
13public routes mapped
4technical discovery signals aligned
0unsupported ranking claims
01 / The hidden migration gap
The custom domain worked. The metadata still lived somewhere else.
After
One identity
- Visible URLhannahzhang.ca
- Canonicalhannahzhang.ca
- OG URLhannahzhang.ca
- Discovery mapsitemap + robots
A domain migration is incomplete when visitors see the new address but search engines and social platforms are still told that the old host is permanent.
02 / What changed
Four systems, one public identity.
Establish one domain identity
Set hannahzhang.ca as the metadata base and preferred canonical origin across the homepage, photography and individual case-study routes.
Align social sharing signals
Move Open Graph URLs and absolute preview-image paths to the custom domain so shared links describe the same public identity as search metadata.
Create a crawlable route map
Add sitemap and robots endpoints that expose the portfolio’s public routes and point search engines toward the preferred HTTPS domain.
Rebuild the information architecture
Replace an ambiguous Work label with Case Studies, separate commercial work from Photography and standardize how visitors return, continue or make contact.
03 / Information architecture
Designing for the recruiter’s next question.
The navigation was reorganized around the fastest useful path: understand the positioning, verify it in a case, then inspect the relevant skill or contact route.
EntryHome
EvidenceCase StudiesResearch · Systems · Creator work
PracticePhotographySeparate from commercial cases
ContextAboutStrategy · Fieldwork · Production
ActionContactEmail · LinkedIn · Social profiles
04 / Technical foundation
Each signal has one job.
- CanonicalDeclares the preferred URL for each pagehannahzhang.ca/[route]
- Open GraphAligns the shared object with the public domainAbsolute URL + page context
- SitemapProvides a complete list of public portfolio routesHomepage · Cases · Photography
- RobotsAllows crawling and points to the sitemapOne discovery instruction
- Internal linksConnect cases, navigation and return pathsNo isolated portfolio pages
05 / Measurement plan
The build is complete. The learning starts next.
Search Console coverage
Confirm that preferred-domain pages are discovered, crawled and indexed without conflicting canonicals.
Queries and impressions
Track branded and role-related search terms before making claims about search visibility.
LinkedIn and email previews
Check titles, descriptions, images and destination URLs on the channels where recruiters receive the site.
Case-study pathways
Measure which entry points lead visitors from the homepage into detailed work and contact actions.
What this case demonstrates
Owned media is not just a design surface. It is marketing infrastructure.
- Technical SEO
- Information architecture
- Metadata strategy
- Responsive UX
- Measurement planning