Moz Q&A is closed.
After more than 13 years, and tens of thousands of questions, Moz Q&A closed on 12th December 2024. Whilst we’re not completely removing the content - many posts will still be possible to view - we have locked both new posts and new replies. More details here.
Drop in traffic after redesign
-
Is it common for a site to see slight traffic drops after a site redesign (containing cleaner code, more usability and basically just being more helpful for the end user)? A new site of ours went live last Wednesday and has experienced a drop in traffic.
If you have seen this in your own site, how did you recover? And how long did the recovery take?
-
Then I think you will see a recovery and possible improvement, but check through Paul's suggestions.
Peter
-
Yes, the drops were in organic search.
We kept the URLs the same as the previous version of the site to avoid any problems, and no existing content was removed.
-
That's a great detailed answer Paul!
Peter
-
Hi Gordian
I assume the traffic drops you are seeing are from organic search?
Often with a redesign there will be a change in the page URLs for the site. Did that happen with your site? If so, then you need to make sure that you set up redirection from the old URLs to your new URLs. This will be an important thing to address if this has been the case.
Other than that, there are sometimes bumps due to re-indexing of pages but if the content has remained unchanged then you shouldn't see much change and any change you do see should recover.
If the code is cleaner and the user experience better, then you should begin to see some improvements. The latter is that is likely to take longer because it will be based on things like reduced bounced rates feeding back to Google and thereby creating better results due to the perceived better user experience.
I hope that helps,
Peter -
It's not unusual at all to experience this kind of minor, temporary drop, Gordian. The search engines will need to re-index the changes in content and URLs created by your redesign, and this can easily take a week or two.
The critical thing is to be certain you have effective monitoring processes in place to make certain you catch any issues that the redesign might have created just a soon as they occur, so you can fix them before any long-term damage is done.
- Segment out your traffic to determine exactly what source or sources might have caused the drop. For example, your overall traffic may have dropped, but if you look at the source segments, it may turn out that your organic search traffic is consistent, but your site's referral traffic from Pinterest has dropped significantly. (I've had this exact situation with a client - a goof in the .htaccess file was breaking the Pinterest referrals)
- Use Google Analytics and Webmaster Tools to make certain you're catching any new 404 errors and getting them fixed ASAP
- Use Google Analytics to monitor your most valuable pages to make sure they're not seeing an unusual increase in bounce rate, or unexpected drop in time on page.
- Use Google and Bing Webmaster Tools to ensure your site is being fully crawled and watch for changes to how many pages are indexed. (You can use the "submit URL" tools in both to submit the most important pages of the site for re-crawl - can often speed up the process of getting the new URL structure recognized & indexed.)
- Watch for unhealthy increases in page load times for your most important pages via Google Analytics. (Note: you have to customize the Analytics code snippet to get it to include more than the default 10% of pageviews which is almost never enough for accurate analysis.)
- Use your Moz Analytics crawls to keep an eye out for unexpected ranking drops in your most important keywords. (GWT average rankings can also be used for this) Also watch for any increase in dupe content flagged in Moz Analytics
The idea is that yes - it's natural to see a small, temporary drop after a redesign. But you want to be certain that the drop isn't being caused by a correctable technical issue. Hence the need for close monitoring, even if assuming it's just temporarily due to new site design.
Hope that all makes sense?
Paul
P.S. Getting some new, quality, authoritative links to the newly designed pages can really help too. Social Media, especially Google+ can be really effective for this.
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Redirect Issue - Drop in ranking after CMS change
Hi Website - https://www.aasprint.com.au/ After we moved the site from wordpress to codeIgniter + angular there has been a huge drop in traffic and ranking. One of the thing we recently realized is the redirection - COULD THAT BE THE ISSUE? On the browser and sitemap the URL doesn't have "/" at the end When checked on redirection tool the URL seems to be redirecting to one with "/" at the end Attached are the screenshots. Also moz bar shows no redirection. However, the issue seems to be flagged by the site audit tool as 301 redirection. Not sure if it's the cause for the drop. What action to take? Any advice would be much appreciated. V7CNtqt j3dJ4TW
Intermediate & Advanced SEO | | Bhisshaun0 -
Huge organic traffic drom after a perfect domain migration. What to do?
Hi, I already asked the question on different places. But so far nobody could help me.
Intermediate & Advanced SEO | | Dennis1992038
Hope someone can help me out. If possible.
I migrated my website https://vihara.nl to https://meditatieinstituut.nl and lost about 80% traffic (see printscreens). It's over more than a month ago now and there is no sign of getting it back up. Maybe there is nothing to do and
1. I have to be patient and traffic comes back in a few months.
or
2. There is nothing to do and I've lost everything I've build up in the last years. Start over again to get the rankings back.
or maybe, maybe
3. I just forgot something that I still need to do to get the rankings back up. Or there is something I did not think of... This is done: The website is migrated 1 on 1. No changes in content, url, code, etc. Everything is exactly the same as on the previous domain. 301 redirects whole domain (via htaccess a bulk redirect). All the old pages, without exceptions, lead to the exact new page. The new domain is running from CDN (Cloudflare) with the same settings as the previous domain. SSL is installed in the exact same way. Domain migration set up in Search console (working). Uploaded new sitemap (working). Updated internal links. Changed the most important external links (where I could get contact after reaching out) In meanwhile received some new external links and also posted new content Anybody knows what to do? Or do I just have to be more patient and will it come back in a few months by itself? Looking forward to suggetions. Thanks! Gerjan Migratie-Meditatie-Instituut-2048x786.jpg verloop-sinds-de-start-2048x355.jpg0 -
How can I stop spam Google Organic traffic?
Hey Moz, I'm a rather experienced SEO who just encountered a problem I have never faced. I am hoping to get some advice or be pointed in the right direction. I just started work for a new client. Really great client and website. Nicer than most design/content. They will need some rel canonical work but that is not the issue here. The traffic looked great at first glance 131k visits in April. Google Analytics Acquisition Overview showed 94% of the traffic as organic. When I dug deeper and looked at the organic source I saw that Google was 99.9% of it. Normal enough. Then I looked at the time on site and my jaw dropped. 118,454 Organic New Users for Google only stayed on the site for 3 seconds. There is no way that the traffic is real. It does not match what Google Webmaster tools, Moz, and Ahrefs are telling me. How do I stop a service that is sending fake organic Google traffic?
Intermediate & Advanced SEO | | placementLabs0 -
Positions dropping in SERPs after Title and Snippet change
Hi! I switched to a better title and meta description today for our page. Instead of ranking us better and displaying the new title - google let us fall from Position 10 to Position 16 (still dip laying the old title and meta description). Why is that? (I only changed it for the homepage) Cheers Marc
Intermediate & Advanced SEO | | RWW0 -
Researching search volume drop
I am seeing a pretty precipitous drop in search volume traffic (see link). My keyword rankings don't seem to have suffered too much over this period. In fact, my #1 keyword have actually increased slightly in this timeframe. Two questions... Is there some way to assess overall search volume across my tracked keywords (to see if this is just a case of overall searches dropping)? Is there a recommended plan of attack for investigating drops like this - beyond overall search volume, what other data might be important in identifying the cause of this. In short, I'm looking for some logic/structure for how I investigate this, using Moz tools and reports. Thanks. Mark omE1VPc
Intermediate & Advanced SEO | | MarkWill0 -
How to measure traffic for a keyword
Sitting in Country A I want to see how much traffic a particular keyword receives in Country B. Whats the best way to do it? Also, will the search results differ if I am analyzing the above sitting in Country A viz-a-viz Country B. In other words, will the IP of the country I am making the search from play a role in the results?
Intermediate & Advanced SEO | | KS__0 -
Spike then Drop in Direct Traffic?
We've been doing some SEO work over the last few weeks and earlier this week we saw a large spike in traffic. Yay we all thought, but then yesterday the traffic levels returned to pre-celebratory levels. I've been doing some digging to try and find out what was different Monday and Tuesday this week. Mondays are usually big traffic days for us anyway, but this week was by far the biggest, and Tuesday was even higher still, our best day ever. After some poking, I found that the direct traffic followed the same pattern as our overall traffic levels (image attached). The first spike coincides with an email we sent out that day, but the later spike we just don't know where it came from? I understand loosely that direct isn't easily traceable, but can anyone help us understand more about this second spike? Thanks! ayqL2wi
Intermediate & Advanced SEO | | HB170 -
Should I noindex the site search page? It is generating 4% of my organic traffic.
I read about some recommendations to noindex the URL of the site search.
Intermediate & Advanced SEO | | lcourse
Checked in analytics that site search URL generated about 4% of my total organic search traffic (<2% of sales). My reasoning is that site search may generate duplicated content issues and may prevent the more relevant product or category pages from showing up instead. Would you noindex this page or not? Any thoughts?0