So, you have built yourself a shiny new website design with a new layout built on customer journey information and user data? Awesome!
Google loves new experiences. But have you worked out a transition plan on how to minimize the risk of traffic loss and does website redesign affect SEO rank?
You made your website live a couple of days ago, and then a few days later you log into your analytics dashboard to check how well it is performing and are shocked.
While you expect a better reach and organic traffic, you see a dramatic drop that occurred in traffic from Google which was totally unexpected. Your heart beats faster, and you struggle to find out the answer to “WHY?” Wasn’t this entire revamping supposed to make it better?”.
Let us further dig out the answers to your “WHY?” in the rest of the post, that is why did the website traffic rankings drop after making live a perfect user-friendly website that Google usually prefers?
Redirects are the most important things to consider during the redesigning process as this send users to the newly revised pages and informs search engines to review and rank the current page in the place of the old one.
Site design means how is your website organized and linked with one another. Google transfers value from one page to other through internal links and based on where the pages are placed in the hierarchy of the website. This determines the value of your page. If these interlinks are not provided, then consider it to be a disaster for your website.
So, when a website improves its framework and design, it causes some pages to have lesser internal links or be linked to pages that have less or no value to pass. This, lowers the score of the page, shooting them below in the search results.
When website copy is changed, it makes Google re-evaluate the relevancy of the page for the targeted topic. If superior keywords are removed from the key areas such as the title tag, header tags, body, alt text, etc., the relevancy score will drop, and thus, rankings and traffic will follow.
This happens when there occurs a content gap. If you have deleted any page or when trying to optimize the user journey, this causes previously earned rankings to disappear for the topics those pages were targeting, and traffic to drop.
Find what keywords to target. You can use keyword analyzing tool for free by going to Google’s free keyword tool.
No one will ever share this juicy bit of information with you but as a Digital Transformation & web design Company, we wish to lay all the cards on the table for you to make sure you get the traffic results you desire.
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