How To Keep Steady Traffic After A Website Redesign

Nowadays, your website is often your audience’s first impression of your business, and an outdated website can reflect an outdated business. Whether you are looking to improve usability, better communicate your brand, or just give your site a fresh look, a website redesign has the power to take your business to the next level. If not done right, however, you may create your shiny new website, log in to Google Analytics, and see that traffic has actually dropped in comparison to the old website. To help avoid this issue, here are some tips on how to keep steady traffic after a website redesign.

Redirects

One of the most common causes of traffic loss is improperly setting up redirects to your new website. If your URLs have changed at all, you need to make sure that each one is set up with a 301 redirect. This will tell search engines and browsers that the page has been permanently moved and to pass the rankings from the old page to the new page, helping drastically with SEO for the new site. Without these redirects, search engines and browsers will think the page is completely gone, often resulting in a substantial drop in traffic.

Content

In many cases, redesigning a website includes rewriting the copy to align with the new look and feel of the site. However, copy changes cause Google to reconsider the relevancy of the page for the certain topic, since its algorithm is focused on making sure users are getting the most accurate results during their searches. If keywords are removed from titles, header tags, body copy, and so on, relevancy will drop which, in turn, results in a drop in traffic. It is best to work with an experienced SEO specialist to ensure either your old keywords or new, updated keywords are added back into the copy.

Structure

The structure of your website has a bigger impact on your website’s success than many other factors. When you have a confusing or poorly laid out site, it is hard for Google to index and understand your website, resulting in less value and traffic drops. This issue also negatively impacts user experience. If you are considering completely changing up your website’s structure, then you will need to create a new sitemap and submit it to Search Console in order to speed up the re-indexing rate of the new site. You should also pay attention to your internal links and make sure that none of them are broken or outdated, which can also cause value and ranking issues for your site.

By keeping redirects, content, and structure in mind, you can lessen your chance of having substantial traffic loss after a website redesign. Although a long and time-consuming process, redesigning your website can propel your business forward and show your audience that you are up-to-date and ready to take on more business.

Google Updates Tools for JavaScript Sites

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If your website is built in JavaScript, then you are in luck. Google has recently updated the mobile-friendly test and rich media test tools, so websites created in JavaScript, AJAX and other forms of JavaScript frameworks can operate smoother and be better debugged.

Your website may look great from a desktop computer, but when accessing it from a mobile device, it is important to make sure that it still functions properly. Google’s mobile-friendly test has been updated to better show you what your website looks like on a mobile device, and it will also give you a list of any mobile usability problems it detects.

The rich media test looks at the structured data on your website and tells you which rich results can be generated from it. Also, this tool has been revised so you can see a more accurate representation of your website in Search.

These updates from Google are advancements in making JavaScript websites run smoother by catching any mistakes or bugs that might be hindering them.

Google Launches New Video Format- Outstream Ads

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Last week, Google launched its new video format, Outstream Ads, designed for the mobile environment and created to present your ads to audiences beyond YouTube.

What is different about Outstream Ads is that you do not need to have a YouTube video present to run your video ad campaigns, unlike TrueView or Bumper ads. Because of this function, you are now able to run your video ads on different platforms to reach more potential customers.

Outstream Ads is built exclusively for Google video partners, which include publisher websites and mobile apps, so yes, this new format is mobile-only. As users are scrolling on their mobile device, your video will begin to play with the sound off, and then the user can tap the ad to unmute it. Conveniently, the user also has the option to restart the ad.

Marketers can now purchase Outstream ads on a viewable CPM basis. The format is similar to Responsive ads, with Google enhancing the look of the ad with a message, logo, and link. All you need to provide to start your Outstream video campaign is a logo, video, headline, description, and destination link.