SEO
Major Changes to a Website: Why Are You Even Doing It?
Google’s John Mueller answered a question about how long it takes for Google to process moving from non-www version of a site to a www version of the site. Mueller answered the question but he also addressed the bigger issue of site changes and whether or not they are even necessary.
What’s Best Way to Change Site Without Affecting SEO?
The person asking the question wanted to know how to make a major site change without it impacting their top ranks.
The question:
“My website is on non-www which is ranked number one on Google. Both pages and posts …I want to switch from the non-www version to the WWW version.
What’s the best way to do it without affecting SEO ans is there any risk in… of changing when you do that?”
Google’s John Mueller answered:
“The best way to do this is to follow the normal site move guidelines that we have. And essentially everything is outlined there.
So with regards to tracking the URLs that you have previously to kind of the following through with the redirect and making sure that all of that is set up properly, I would follow those things.
My feeling is that overall a move within the same domain where you’re just changing essentially a different subdomain is something that is fairly unproblematic and should happen essentially fairly smoothly.
And if you set up the redirects properly, if you’re not blocking things in any specific way then I would imagine that this is something that is processed within a week or so.
Even for, I don’t know, a medium-sized website it should be like a fairly straightforward move just from one subdomain to another.
Moving between domains is a little bit trickier.
Moving or kind of splitting or merging websites, that’s a lot trickier.
But this kind of move from one version to another version is usually totally unproblematic and it’s also something where if it were to take a little bit longer it doesn’t change anything for the user because they would click on the old link and just end up on the new page and it would all just work.
So, I think this is totally unproblematic and probably something that’s easily doable.”
Related: Site Migration Issues: 11 Potential Reasons Traffic Dropped
Website Changes Should Make Things Better
John Mueller brought up an interesting point about making website changes. The point he makes is that any change that is made to a website should ideally help the site become better in some way.
That can mean that the site is easier for users to navigate and find content.
Or it could mean that the site has faster performance.
John Mueller continues his answer:
“The main thing I would think about here though is that this is always like a site move kind of situation where you have a lot of work that’s involved.
So I would kind of consider like what are you really trying to do by moving like this?
What is the problem that you are trying to fix?
Because it might be that you do all of this stuff essentially everything is the same in the end if you get it right.
But if everything is the same in the end why are you even doing it?
So that’s kind of the direction I would look at there.
I could imagine there might be situations where you have a CDN where you need to do that to have kind of separate host name.
Bu if there’s no strong technical reason to do it I would just keep it as-is.”
Major Website Changes Should Be Considered Improvements
John Mueller began his answer by answering the question directly. But then he did an interesting thing and pulled back from viewing the tree and took a look at the forest and began addressing the larger issue of successfully implementing large website changes.
The key point he made is to ask if there is a valid reason for making the change and if the answer is that it makes the site substantially better then that’s a great reason to proceed.
Citation:
Time it Takes for Google to Process Non-WWW to WWW Change
Watch John Mueller answer the question at the 37:48 minute mark
SEO
Content Pruning: Why It Works, and How to Do It
Content pruning sounds pretty appealing: delete a ton of content and see your organic traffic improve. But pruning has risks (like deleting useful pages and useful backlinks), and benefits are not guaranteed: So how does pruning actually work? And when…
SEO
8 Free SEO Reporting Tools
There’s no shortage of SEO reporting tools to choose from—but what are the core tools you need to put together an SEO report?
In this article, I’ll share eight of my favorite SEO reporting tools to help you create a comprehensive SEO report for free.
Price: Free
Google Search Console, often called GSC, is one of the most widely used tools to track important SEO metrics from Google Search.
Most common reporting use case
GSC has a ton of data to dive into, but the main performance indicator SEOs look at first in GSC is Clicks on the main Overview dashboard.
As the data is from Google, SEOs consider it to be a good barometer for tracking organic search performance. As well as clicks data, you can also track the following from the Performance report:
- Total Impressions
- Average CTR
- Average Position
Tip
But for most SEO reporting, GSC clicks data is exported into a spreadsheet and turned into a chart to visualize year-over-year performance.
Favorite feature
One of my favorite reports in GSC is the Indexing report. It’s useful for SEO reporting because you can share the indexed to non-indexed pages ratio in your SEO report.
If the website has a lot of non-indexed pages, then it’s worth reviewing the pages to understand why they haven’t been indexed.
Price: Free
Google Looker Studio (GLS), previously known as Google Data Studio (GDS), is a free tool that helps visualize data in shareable dashboards.
Most common reporting use case
Dashboards are an important part of SEO reporting, and GLS allows you to get a total view of search performance from multiple sources through its integrations.
Out of the box, GLS allows you to connect to many different data sources.
Such as:
- Marketing products – Google Ads, Google Analytics, Display & Video 360, Search Ads 360
- Consumer products – Google Sheets, YouTube, and Google Search Console
- Databases – BigQuery, MySQL, and PostgreSQL
- Social media platforms – Facebook, Reddit, and Twitter
- Files – CSV file upload and Google Cloud Storage
Sidenote.
If you don’t have the time to create your own report manually, Ahrefs has three Google Looker Studio connectors that can help you create automated SEO reporting for any website in a few clicks
Here’s what a dashboard in GLS looks like:
With this type of dashboard, you share reports that are easy to understand with clients or other stakeholders.
Favorite feature
The ability to blend and filter data from different sources, like GA and GSC, means you can get a customized overview of your total search performance, tailored to your website.
Price: Free for 500 URLs
Screaming Frog is a website crawler that helps you audit your website.
Screaming Frog’s free version of its crawler is perfect if you want to run a quick audit on a bunch of URLs. The free version is limited to 500 URLs—making it ideal for crawling smaller websites.
Most common reporting use case
When it comes to reporting, the Reports menu in Screaming Frog SEO Spider has a wealth of information you can look over that covers all the technical aspects of your website, such as analyzing, redirects, canonicals, pagination, hreflang, structured data, and more.
Once you’ve crawled your site, it’s just a matter of downloading the reports you need and working out the main issues to summarize in your SEO report.
Favorite feature
Screaming Frog can pull in data from other tools, including Ahrefs, using APIs.
If you already had access to a few SEO tools’ APIs, you could pull data from all of them directly into Screaming Frog. This is useful if you want to combine crawl data with performance data or other 3rd party tools.
Even if you’ve never configured an API, connecting other tools to Screaming Frog is straightforward.
Price: Free
Ahrefs has a large selection of free SEO tools to help you at every stage of your SEO campaign, and many of these can be used to provide insights for your SEO reporting.
For example, you could use our:
Most common reporting use case
One of our most popular free SEO tools is Ahrefs Webmaster Tools (AWT), which you can use for your SEO reporting.
With AWT, you can:
- Monitor your SEO health over time by setting up scheduled SEO audits
- See the performance of your website
- Check all known backlinks for your website
Favorite feature
Of all the Ahrefs free tools, my favorite is AWT. Within it, site auditing is my favorite feature—once you’ve set it up, it’s a completely hands-free way to keep track of your website’s technical performance and monitor its health.
If you already have access to Google Search Console, it’s a no-brainer to set up a free AWT account and schedule a technical crawl of your website(s).
Price: Free
Ahrefs’ SEO Toolbar is a free Chrome and Firefox extension useful for diagnosing on-page technical issues and performing quick spot checks on your website’s pages.
Most common reporting use case
For SEO reporting, it’s useful to run an on-page check on your website’s top pages to ensure there aren’t any serious on-page issues.
With the free version, you get the following features:
- On-page SEO report
- Redirect tracer with HTTP Headers
- Outgoing links report with link highlighter and broken link checker
- SERP positions
- Country changer for SERP
The SEO toolbar is excellent for spot-checking issues with pages on your website. If you are not confident with inspecting the code, it can also give you valuable pointers on what elements you need to include on your pages to make them search-friendly.
If anything is wrong with the page, the toolbar highlights it, with red indicating a critical issue.
Favorite feature
The section I use the most frequently in the SEO toolbar is the Indexability tab. In this section, you can see whether the page can be crawled and indexed by Google.
Although you can do this by inspecting the code manually, using the toolbar is much faster.
Price: Free
Like GSC, Google Analytics is another tool you can use to track the performance of your website, tracking sessions and conversions and much more on your website.
Most common reporting use case
GA gives you a total view of website traffic from several different sources, such as direct, social, organic, paid traffic, and more.
Favorite feature
You can create and track up to 300 events and 30 conversions with GA4. Previously, with universal analytics, you could only track 20 conversions. This makes conversion and event tracking easier within GA4.
Price: Free
Google Slides is Google’s version of Microsoft PowerPoint. If you don’t have a dashboard set up to report on your SEO performance, the next best thing is to assemble a slide deck.
Many SEO agencies present their report through dashboard insights and PowerPoint presentations. However, if you don’t have access to PowerPoint, then Google Slides is an excellent (free) alternative.
Most common reporting use cases
The most common use of Google Slides is to create a monthly SEO report. If you don’t know what to include in a monthly report, use our SEO report template.
Favorite feature
One of my favorite features is the ability to share your presentation on a video chat directly from Google Slides. You can do this by clicking the camera icon in the top right.
This is useful if you are working with remote clients and makes sharing your reports easy.
Price: Free
Google Trends allows you to view a keyword’s popularity over time in any country. The data shown is the relative popularity ratio scaled from 0-100, not the direct volume of search queries.
Most common reporting use cases
Google Trends is useful for showing how the popularity of certain searches can increase or decrease over time. If you work with a website that often has trending products, services, or news, it can be useful to illustrate this visually in your SEO report.
Google Trends makes it easy to spot seasonal trends for product categories. For example, people want to buy BBQs when the weather is sunny.
Using Google Trends, we can see that peak demand for BBQs usually happens in June-July every year.
Using this data across the last five years, we could be fairly sure when the BBQ season would start and end.
Favorite feature
Comparing two or more search terms against each other over time is one of my favorite uses of Google Trends, as it can be used to tell its own story.
Embellishing your report with trends data allows you to gain further insights into market trends.
You can even dig into trends at a regional level if you need to.
Final thoughts
These free tools will help you put together the foundations for a well-rounded SEO report.
The tools you use for SEO reporting don’t always have to be expensive—even large companies use many of the free tools mentioned to create insights for their client’s SEO reports.
Got more questions? Ping me on X 🙂
SEO
Study Reveals Potential Disruption For Brands & SEO
A new study by Authoritas suggests that Google’s AI-powered Search Generative Experience (SGE), currently being tested with a limited group of users, could adversely impact brand visibility and organic search traffic.
These findings include:
- When an SGE box is expanded, the top organic result drops by over 1,200 pixels on average, significantly reducing visibility.
- 62% of SGE links come from domains outside the top 10 organic results.
- Ecommerce, electronics, and fashion-related searches saw the greatest disruption, though all verticals were somewhat impacted.
Adapting to generative search may require a shift in SEO strategies, focusing more on long-form content, expert insights, and multimedia formats.
As Google continues to invest in AI-powered search, the Authoritas study provides an early look at the potential challenges and opportunities ahead.
High Penetration Rate & Industry-Wide Effects
The study analyzed 2,900 brand and product-related keywords across 15 industry verticals and found that Google displays SGE results for 91.4% of all search queries.
The prevalence of SGE results indicates they impact a majority of websites across various industries.
The research analyzed the typical composition of SGE results. On average, each SGE element contained between 10-11 links sourced from an average of four different domains.
This indicates brands may need to earn multiple links and listings within these AI-curated results to maintain visibility and traffic.
The research also suggests that larger, well-established websites like Quora and Reddit will likely perform better in SGE results than smaller websites and lesser-known brands.
Shifting Dynamics In Organic Search Results
With SGE results occupying the entire first page, websites that currently hold the top positions may experience a significant decrease in traffic and click-through rates.
When a user clicks to expand the SGE element, the study found that, on average, the #1 ranked organic result drops a sizeable 1,255 pixels down the page.
Even if a website ranks number one in organic search, it may effectively be pushed down to the second page due to the prominence of SGE results.
New Competition From Unexpected Sources
The study revealed that SGE frequently surfaces links and content from websites that didn’t appear in the top organic rankings.
On average, only 20.1% of SGE links exactly matched a URL from the first page of Google search results.
An additional 17.9% of SGE links were from the same domains as page one results but linked to different pages. The remaining 62% of SGE links came from sources outside the top organic results.
Challenges For Brand Term Optimization & Local Search
The study reveals that SGE results for branded terms may include competitors’ websites alongside the brand’s own site, potentially leading to increased competition for brand visibility.
Laurence O’Toole, CEO and founder of Authoritas, states:
“Brands are not immune. These new types of generative results introduce more opportunities for third-party sites and even competitors to rank for your brand terms and related brand and product terms that you care about.”
Additionally, local businesses may face similar challenges, as SGE results could feature competing local brands even when users search for a specific brand in a regional context.
Methodology & Limitations
To arrive at these insights, Authoritas analyzed a robust dataset of 2,900 search keywords across a spectrum of query types, including specific brand names, brand + generic terms, brand + product names, generic terms, and specific product names. The keywords were distributed across 15 industry verticals.
The study utilized a consistent desktop browser viewport to quantify pixel-based changes in the search results. Authoritas also developed proprietary “alignment scores” to measure the degree of overlap between traditional organic search results and the new SGE links.
While acknowledging some limitations, such as the keyword set needing to be fully representative of each vertical and the still-evolving nature of SGE, Authoritas maintains that the insights hold value in preparing brands for the new realities of an AI-powered search ecosystem.
Why We Care
The findings of the Authoritas study have implications for businesses, marketers, and SEO professionals. As Google’s SGE becomes more prevalent, it could disrupt traditional organic search rankings and traffic patterns.
Brands that have invested heavily in SEO and have achieved top rankings for key terms may find their visibility and click-through rates diminished by the prominence of SGE results.
SGE introduces new competition from unexpected sources, as most SGE links come from domains outside the top 10 organic results. This means businesses may need to compete not only with their traditional rivals but also with a broader range of websites that gain visibility through SGE.
As Google is a primary source of traffic and leads for many businesses, any changes to its search results can impact visibility, brand awareness, and revenue.
How This Could Help You
While the rise of SGE presents challenges, it also offers opportunities.
Taking into account what we’ve learned from the Authoritas study, here are some actionable takeaways:
- As SGE favors in-depth, informative content, businesses may benefit from investing in comprehensive, well-researched articles and guides that provide value to users.
- Incorporating expert quotes, interviews, and authoritative sources within your content could increase the likelihood of being featured in SGE results.
- Enriching your content with images, videos, and other multimedia elements may help capture the attention of both users and the SGE algorithm.
- Building a strong brand presence across multiple channels, including social media, industry forums, and relevant websites, can increase your chances of appearing in SGE.
- Creating a trustworthy brand and managing your online reputation will be crucial, as SGE may feature competitors alongside your website.
Looking Ahead
While the long-term impact of SGE will depend on user adoption and the perceived usefulness of results, this study’s findings serve as a valuable starting point for businesses and SEO professionals.
By proactively addressing the challenges and opportunities SGE presents, you can increase your chances of success in the new search environment.
Featured Image: BestForBest/Shutterstock
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