Don’t Be Fooled by Your New Analytics

Congratulations! After months (or even years) of hard work, you’ve launched your new website. It looks great. Your users are sending you great feedback. Online Sales and or donations are up.   Your web administrators are loving the new content management system that your site is built on.

But, your website traffic is suddenly lower. Ack! Before your panic, here are a few things we recommend that you check and consider:

Reduced page count means reduced pages to visit.

Through a website redesign effort, your content strategy tasks should have included a website audit. During the phase, you would have uncovered cases of redundant, outdated, or redundant trivial (known as a ROT analysis). Your assigned content strategist would have also developed content recommendations that may have included consolidating pages. These two tasks are vital for reducing unnecessary content on your site. Don’t be surprised if you see the number of page views go down on your site. It could simply mean that the number of pages has gone down.  Stay focused on how people get to your content (your site’s navigation, internal search from your site)  or external, organic search) and how long they stay on your page.

Don’t forget your new sitemap.

In the same way that wireframes are the recommended blueprint or roadmap of our client’s websites- so are website maps. They help guide search engines while crawling the site. An XML sitemap should be uploaded to better inform search engines as well as to rank all of your related pages. An updated sitemap should be posted to the site after any major enhancements are made to the website. This is a critical step in any website effort to ensure that search can identify and crawl all pages migrated into your new content management system as well as not listing those that have been deleted prior to migration.

SEO Matters on Desktop and Mobile.

One issue that we see with some clients that develop content internally is cutting content during a redesign. While reducing pages (as we discussed above) is ideal, reducing word count must be done with caution. However, relevant brevity is key. The process of writing content for mobile should not be considered the same as “trimming down the fat.” All content, whether it’s viewed on a mobile site or desktop should be relevant. If it’s fatty, it should go, period. Best practices for web content say to keep page length around 500 words. Keep in mind that the average mobile device will only display 80-90 words before you have to scroll. This should be considered when incorporating page breaks, graphics, etc. The rules for SEO on mobile differ from those on standard websites and change frequently. As a comprehensive SEO strategy will accompany the overall web content strategy, please refer to: Google’s latest and greatest SEO mobile guidelines.

Lack of frequently updated content.

As a part of its search algorithm, Google also accesses the indexed age of a website, including its content and the links that are pointing to it. Websites that lack fresh content are viewed as lacking in credibility. No one wants to go to a health website with outdated treatments, or an ecommerce site with old, inaccurate pricing. After launching your website, it is imperative that you keep content fresh on your site. Consider updating your service capabilities or non-profit work by highlighting case studies, stories from donors and those your organization services, employee bios, job opportunities, blog post (link to March blog) and your social media content.

Need help analyzing your analytics and making adjustments after your site launch?
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