How Aunt Bessie’s Redesign has Ruined Their Search Visibility
Nov04

How Aunt Bessie’s Redesign has Ruined Their Search Visibility

25SHARESFacebookTwitter Aunt Bessie’s is a well-known UK brand that produces processed frozen foods. Notably their Yorkshire Pudding range of frozen processed foods is what they are known for. In October, Aunt Bessie’s website was updated and from the looks of it, it was updated with interactivity and design in mind only. This of course has led to Aunt Bessie’s fall in search visibility, as there has been no thought in regards to SEO. One glance in Search Metrics of their SEO Visibility reveals quite a shocking drop: This drop in visibility occurred throughout September – October. You might be thinking that this was either a Panda 4.1 or Penguin 3.0 update that caused this. However, I ruled this out once I had identified what they had done when they had re-designed their website. The technical elements (redirects) have also played a large part in the demise of their visibility. It also hasn’t helped that they’ve deleted pages and not really replaced them with like-for-like pages. What Keywords Dropped? KeywordURLPos.TrendSearch Volume yorkshire puddingwww.auntbessies.co.uk/products/yorkshire-puddings/home-bake-yorkshires/16-666,850 roast potatoeswww.auntbessies.co.uk/products/potatoes-1/homestyle-roast-potatoes/13-130,191 yorkshire puddingswww.auntbessies.co.uk/products/yorkshire-puddings/home-bake-yorkshires/17-57,130 yorkshire pudding mixwww.auntbessies.co.uk/products/store-cupboard/yorkshire-pudding-mix-1/9-14,308 mashed potatoeswww.auntbessies.co.uk/products/potatoes-1/homestyle-mashed-potato-1/22-86,154 rice puddingwww.auntbessies.co.uk/products/store-cupboard/classic-rice-pudding/31-1017,916 spotted dickwww.auntbessies.co.uk/products/great-british-puddings-1/spotted-dick/17-27,570 dumplingswww.auntbessies.co.uk/products/savoury-additions/light-fluffy-dumplings/28-211,133 onion gravywww.auntbessies.co.uk/products/store-cupboard/onion-gravy-granules/30-512,441 If we look at the table above, Aunt Bessie’s has dropped for these highly searched-for keywords. Their website re-design has been the culprit for this. If you look at the above keywords and the respective URLs, you’ll find out if you go to any of those URLs they all redirect to one location: Original URL301 redirect to www.auntbessies.co.uk/products/yorkshire-puddings/home-bake-yorkshires/http://www.auntbessies.co.uk/Product www.auntbessies.co.uk/products/potatoes-1/homestyle-roast-potatoes/http://www.auntbessies.co.uk/Product www.auntbessies.co.uk/products/yorkshire-puddings/home-bake-yorkshires/http://www.auntbessies.co.uk/Product www.auntbessies.co.uk/products/store-cupboard/yorkshire-pudding-mix-1/http://www.auntbessies.co.uk/Product www.auntbessies.co.uk/products/potatoes-1/homestyle-mashed-potato-1/http://www.auntbessies.co.uk/Product www.auntbessies.co.uk/products/store-cupboard/classic-rice-pudding/http://www.auntbessies.co.uk/Product www.auntbessies.co.uk/products/great-british-puddings-1/spotted-dick/http://www.auntbessies.co.uk/Product www.auntbessies.co.uk/products/savoury-additions/light-fluffy-dumplings/http://www.auntbessies.co.uk/Product www.auntbessies.co.uk/products/store-cupboard/onion-gravy-granules/http://www.auntbessies.co.uk/Product It’s because they’ve mass redirected everything to a single page that they’ve lost search visibility. They’ve not created pages to replace the old; instead they’ve created one HTML5 interactive website that tries to cater for multiple landing pages. However, there is no relevancy considering there is near to no textual copy on the page and when it comes to meta data they aren’t clearly defining pages. In effect, they aren’t helping Google at all with regards to defining their own pages, which in turn is impacting how Aunt Bessie’s website ranks. All Title Tags are the Same If we take a closer look at their page title tags, one of the most important SEO elements, they’ve effectively duplicated their title tag throughout their entire website: AddressPage Title http://www.auntbessies.co.uk/Product/great-british-puddings/morello-cherry-pieAunt Bessies | Home Page http://www.auntbessies.co.uk/Recipe/70Aunt Bessies | Home Page http://www.auntbessies.co.uk/Recipe/73Aunt Bessies | Home Page http://www.auntbessies.co.uk/Product/store-cupboardAunt Bessies | Home Page http://www.auntbessies.co.uk/Recipe/72Aunt Bessies | Home Page http://www.auntbessies.co.uk/Recipe/71Aunt Bessies | Home Page http://www.auntbessies.co.uk/Product/potatoesAunt Bessies | Home Page http://www.auntbessies.co.uk/Recipe/74Aunt Bessies | Home Page http://www.auntbessies.co.uk/PromisesAunt Bessies | Home Page http://www.auntbessies.co.uk/promises/board-packagingAunt Bessies | Home Page http://www.auntbessies.co.uk/Aunt Bessies | Home Page http://www.auntbessies.co.uk/promises/eggsAunt Bessies | Home Page http://www.auntbessies.co.uk/promises/meatAunt Bessies |...

Read More
BrightEdge Data Cube Time Machine
Oct18

BrightEdge Data Cube Time Machine

9SHARESFacebookTwitter I’ve been a user of BrightEdge for around 18 months now and at the beginning of this year I started to distance my ‘liking’ for the platform over other tools such as Search Metrics that provide a more holistic view of a website’s performance. When you’re tracking a defined list of keywords, you can very easily not pick up on successes of other keywords that may have started ranking as a result of your hard work. I always thought that it would be too expensive to track every keyword that a website ranks for until I learned that another SEO company in London had built its own keyword tracking tool that was literally tracking millions of keywords. This is exactly why I’m impressed with the launch of Data Cube – a new feature in BrightEdge that opens up their large database of “1 billion keywords and 150 billion URLs” of which they have converted into information that is actionable. In March 2014, BrightEdge launched a platform called ‘Data Cube‘, which makes use of the massive amounts of data that BrightEdge collects from search engines. BrightEdge says that it digs through over 100 terabytes worth of data, which equates to 1 billion keywords and a 150 billion URLs (as pointed out above). This data is stored on a month to month basis, so you can go back and compare results vs historic records. BrightEdge has named this new feature (historic comparisons) ‘Data Cube Time Machine’. How does it work? What does it actually do? Data Cube – Performance for my ‘Best SEO Tools’ article If I want to see how well my ‘Best SEO Tools’ article is doing and what keywords it is ranking for then you simply paste the URL into the search field and it will look at where that page ranks in the SERPs: Not doing too badly. I do however rank in 6th position for ‘best seo tools’ in the US search results, which has a search volume of 720. It would be pretty neat if you could add another column for rankings and search volume for US and other market keyword positions and search volume. Data Cube Time Machine – Performance for my ‘Best SEO Tools’ article With ‘Data Cube Time Machine’ you can see the performance of an entire website or even a specific page. In the example above, I went from 2 keywords ranked on page 1 in April (for the ‘Best SEO Tools’ article only) to around 6 keywords ranked on page 1 in August. That’s progress! What is Data Cube Score? Data Cube Score is a really simple metric and is based...

Read More