Track site changes to maintain rankings

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 24, 2021, 4:28 PM UTC

Updating a page, adding new resources, or any other minor change can potentially impact the site’s search rankings.

Regularly conducting tests can help marketers identify changes that are affecting their site’s search rankings. They can also track website changes by looking into the annotations section of Google Analytics.

Embracing the positive change and fixing the negative ones can help marketers improve search rankings. Fixing 404 errors can further help reduce bounce rates, which can positively influence search rankings. To further rankings, marketers should track Core Web Vitals (CWV) on Google Analytics.

Marketers should analyse the data derived from Google’s latest Page Experience ranking factors like LCP, FID and CLS to tackle CWV and keep a close eye on the website performance while making changes. Businesses can pull up LCP, FID and CLS data into Google Analytics by setting up custom events.

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