An SEO professional was concerned about their latest site migration.
At the beginning of December, they had migrated a CMS site that averaged 50,000 sessions per day. It did not have AMP, and had many technical and SEO problems.
Their migration resulted in a full AMP implementation that had 301 redirects that directed to the final pages, which were all in full AMP format.
Even though they did this, and the professional believes their implementation is 100 percent correct, they lost a lot of traffic as a result.
John explained that what he usually does with these types of questions is, he consults Google’s internal tools for data that would look similar to what you would find in Google Search Console.
Then, he compares before/after periods of changes to see if he can find anything that stands out, in terms of things that may not have been ported over to the new site properly.
He finds that sometimes, the impressions match and sometimes they don’t match.
The one thing he found, regarding this particular site, is that it ranked for many terms that weren’t really all that relevant to the site’s main topic.
For example, if you have questions like the following:
- How to log in to WhatsApp,
- How to install WhatsApp,
- How to download WhatsApp,
But the site itself is not all about WhatsApp. From John’s perspective, the site is not really something that matches the query.
So what happened was that the site had a lot of traffic for these queries, but at some point, it’s likely a bug on Google’s side that the site was ranking for these queries.
Because the site wasn’t the official WhatsApp site.
He went on to stress that they don’t just show one official site for these types of queries.
However, if you were ranking for these types of queries, but you’re not exactly a site that caters to the overall product under that banner, then you can’t really rank for those queries in a legitimate way.
This happens at approximately the 33:18 mark in the video.