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