What is Google Discover and how do you appear on it?

Since its launch in 2018, Google Discover has had over 800 million monthly active users.

What is Google Discover?

First launched in 2016 as Google Feed, Google has since revamped this feature of the Google mobile app to its current version – Google Discover. With Discover, Google has turned the verb “to google” from active to passive by eliminating the search function altogether. With this format, Google selects items for each user based on their interests, recent searches and location.

Google Discover is available on Android, iPhone and iPad via the Google mobile app or in your smartphone browser at google.com

Google Discover adopts the same behavior as AI-driven social networks like TikTok, in which an algorithm personalizes a user’s feed based on their interests.

These personalized results are continually updated with new content suggestions based on:

  • Search activity and search history.
  • Information from contacts and applications.
  • Location settings and location history.
  • Recently published content.

How do you optimize your site for Google Discover?

As with any traffic-generating feature related to Google, SEOs around the world are naturally trying to understand it and, more importantly, optimize it. Even though the first iteration of Discover was released in 2016, there are still a lot of unknowns around what Google Discover means for SEO.

Optimizing for Google Discover is not completely left to chance, however!

The best way to optimize your content for Google Discover is to keep doing what you’ve always done. Most importantly, continue to produce content with the user in mind (not Google’s bots).

How does content appear in Google Discover?

To appear in the Google Discover feed, a piece of content must meet the following criteria:

Be indexed in Google.
It must not violate Google’s search feature policies.
Okay, you’re going to tell me that doesn’t get you very far… and you’re right.

Let’s try to go a little further.

How do you optimize content for Google Discover?

When you create SEO optimized content, you naturally optimize it for Google Discover because it largely follows traditional ranking criteria. However, there are several optimization practices that are especially important to appear in a user’s Google Discover feed.

Optimize your content for E-A-T

Need a memory refresher? E-A-T stands for:

  1. Expertise
  2. Authority/popularity (Authoritativeness)
  3. Trustworthiness

E-A-T is the basis of a good SEO and is gradually replacing the traditional foundations: technical – content – popularity, which have become a standard to be respected beyond SEO.

Without these three building blocks, you won’t rank well. On the other hand, if you base your SEO strategy on the 3 E-A-T pillars, Google will reward your content by allowing it to appear in Google Discover.

Don’t build your titles for clickbait

Google will naturally reject anything that looks like clickbait or spam. A good page title should be honest and convey the content of the article without overpromising or exaggerating.

Include high quality images

The Google Discover service has abandoned the meta description in favor of images. (A picture is worth a thousand words… or 120-150 characters.) Since Google Discover relies heavily on visuals to describe the article’s subject matter, incorporating compelling images into your content is essential to showing up.

Optimize your pages for mobile use

We already know that optimizing for smartphones is a key factor in SEO and in digital marketing in general. The arrival of Google Discover puts more emphasis on this factor, as this feature is mobile-only. You can take Google’s mobile optimization test to see if your site is optimized. But honestly, in this day and age, if your site isn’t thought out for smartphones, there’s a big problem!

Produce content that sticks to the news

Google Discover aims to bring hot news content to users as quickly as possible. With that in mind, consider feeding the AI the latest news related to your industry. In fact, to appear in Google Discover, we recommend that you produce content that sticks to the news.

Take a look at Google Trends to see what’s trending in the news.

One study found that the majority of URLs featured in Google Discover only receive traffic for 3-4 days: most of that traffic occurs on the first or second day after they are published.

Conclusion

While Google Discover can potentially impact all industries, some have been impacted more than others on this feature.

Another study found that 46% of a sample of Google Discover URLs were news sites and 44% were e-commerce sites.

In contrast, pages in the following sectors accounted for only 1-2% of URLs appearing in Google Discover:

  • Health
  • Education
  • Finance
  • Travel
  • B2B
  • Automotive

If your site falls into any of the above areas, the majority of your traffic will still come from Google search, but not necessarily from Discover. Keep in mind, however, that 1% is still 1 million clicks annually.

Universal Analytics will disappear in July 2023!

It’s now official, Universal Analytics will cease to operate by July 2023.

Major changes are coming for Google Analytics as the company faces stricter consumer privacy standards and increasingly complex international privacy laws.

End of Universal Analytics

First, Universal Analytics (UA), the former web-based analytics product, is being phased out and will be shut down entirely by July 2023, the company announced Wednesday. All analytics customers will switch to Google Analytics 4 (GA4).

GA4 collects data across the web and apps and has built-in privacy features, not to mention a host of integrations across Google’s portfolio, with metrics and features related to YouTube, Search and the Google Cloud Platform.

The removal of Universal Analytics is comparable to Google’s decision last year to abandon last-click attribution in favor of data-driven attribution, which relies on modeled conversions, not deterministic user-level conversions, as the default metric. In other words, it’s high time Google got rid of its old ad products.

But some of today’s news is surprising and will lead to major changes for some digital players and advertisers.

The biggest change: Google Analytics will no longer record or store IP address information. Unlike previous versions of Google Analytics, GA4 has only ever used anonymous IP addresses.

“Now we’re taking it a step further and removing IP addresses altogether,” says Russ Ketchum, Google Analytics product manager, in an email to AdExchanger.

GA4 was designed after the GDPR went into effect for a digital media landscape with much stricter privacy standards. Part of that reengineering for privacy requires the removal of the IP address as a tracking and analytics mechanism.

However, Ketchum also stated that the company does not record IP addresses “because we no longer need them.”

How do you replace IP addresses?

What replaces such a strong signal for location and identity? Google has been incorporating more modeled data into its analytics, such as data-driven attribution, which is natively integrated into GA4. Google also infers approximate location data because it records the country or market where a user is browsing.

So there are signals even without the individual’s IP address. GA4 customers still need to know whether a web or app visitor is in one country or another, which could be important when there are different standards for data collection or ad targeting.

Losing the legal battle over IP addresses

In addition to the issue of user privacy, Google Analytics has come under fire in EU countries because the Schrems II ruling last year prohibits the sharing of Europeans’ data with U.S. servers, not because of consumer privacy concerns, but because of NSA surveillance practices.

Google may be hoping that localizing the visibility of IP addresses and preventing data from leaving a country will relieve pressure on Google Analytics in the EU, many national regulators in the EU have banned its use outright. Schrems II does not focus on IP addresses, but IPs are the specific pieces of personal information that EU citizens (including Max Schrems) have used to sue Google Analytics in all EU countries.

GA4 will also have new controls at the national level, so that data collection can be refined by market or jurisdiction of a law.

Ketchum said that with data-driven attribution modeling and other GA4 upgrades, the loss of IP addresses “will not impact the quality of customer reporting.”

old and new versions compared

Google is giving it some time

Google is giving brands more than a year to move from UA to GA4 so advertisers can evaluate the data sets simultaneously, Ketchum said.

“We’ve learned from these past migrations that clients are most successful when they have long periods of overlapping data.

The majority of GA4 customers have been in a “dual configuration” state for more than a year, he added. Even latecomers will have plenty of time to familiarize themselves with the new analysis reports.

“That way, they can gain confidence in the new data, become comfortable with comparing it to the past, better understand the intentional differences, and begin to rely on the new version when it makes sense,” he said.

And GA4 sweetens the pill with some additional benefits.

And by “perks,” that means Google integrations instead.

There’s native data-driven attribution integration, of course. GA4 also integrates directly with BigQuery, the made-in-Google Cloud product, which is new for GA4.

One metric exclusive to GA4 is YouTube Engaged Views. With UA and previous versions of Google Analytics, YouTube measurement was limited to page views and session data, when someone starts and stops a video, for example, or when multiple videos are viewed one after another.

“In Google Analytics 4, those are just two of dozens of events that can be automatically collected,” Ketchum says, including purchases, user scrolling, button clicks, external links, form submissions and video plays, as well as client-created metrics.

These metrics and integrations were previously only available to enterprise customers who paid a premium price. Now they are built into the analytics for all advertisers.

And since GA4 is inherently web and app, whereas UA was web-only, it also comes with integrations with Firebase, Google’s app development kit, the Google Play Store and AdMob, Google’s in-app advertising network.

Google Maps: how review moderation works

In this article, we are going to learn how Google moderates and fights inappropriate content on Maps.

Today, online reviews are an integral part of the purchasing and consumption process of Internet users. In fact, according to the European Consumer Centre France (ECC), nearly 90% of consumers rely on online customer reviews before ordering a product or booking a service.

At the same time, the growth of online reviews generates numerous frauds: false positive reviews, negative reviews published by competitors, deletion of negative reviews… Customer review platforms must therefore be more vigilant. Google, which publishes reviews via Google Maps, now explains the moderation process of this continuous flow of information.

Strict rules imposed by Google

In order to fight against abusive content published by Internet users, Google has established a strict policy, which may change depending on the societal context (such as the pandemic or the presidential elections).

The rules dictated by the Mountain View firm have two main objectives:

  • The opinions must be based on real experiences,
  • Illegal, irrelevant or disrespectful comments should not be published.

Types of reviews that violate Google’s policies

Google has published a list of the types of reviews that violate these policies:

  • deliberately false content and spam,
  • copied or stolen photos,
  • off-topic reviews,
  • defamatory language,
  • personal attacks,
  • unnecessary or incorrect content.

It should also be noted that these rules apply to all user-generated content, namely

  • the texts of reviews,
  • notes,
  • images and videos,
  • questions and answers,
  • captions,
  • hashtags,
  • tags,
  • links,
  • metadata.

Google uses a machine learning system to moderate reviews

To facilitate the management of abusive reviews, Google uses an automatic moderation system that supports the teams in charge of this mission.

As we receive a large number of reviews, we realized that we needed both human analysis, for the finesse of its evaluation, but also machine learning, for its capacity in terms of volume.

The machine learning system is therefore able to identify repeating patterns and remove undesirable content before it is even online, thus reducing the workload of the teams involved.

The machine learning system evaluates several factors:

  • the content: the algorithm analyzes whether the content is prohibited or subject to possible restrictions, based on the rules defined by Google,
  • the account: the system checks the user’s profile, and detects potential suspicious activities,
  • the location: the machine learning tool inspects the number of reviews received in a defined period of time, and whether this establishment has already encouraged users to publish false reviews, via social networks or the press in particular.

If the algorithms do not detect any violations, Google says the review can be posted in just a few seconds.

Google encourages users to report malicious reviews

Even if the moderation system by automatic learning is constantly optimized, it sometimes happens that an inappropriate review slips through the net. To address this issue, Google makes it easy for users to report reviews.

If the review concerns your establishment, simply go to the dedicated help page, which allows you to manage your reviews as well as your removal requests. As a consumer, you can also report a review that is deemed inappropriate.

In addition to the deletion of the malicious review, its author is exposed to two risks: to see his account suspended, and to be subject to legal proceedings.

SEO: Google rolls out Page Experience update on desktop

Almost 9 months after the launch of Google Page Experience on mobile, the deployment of the update on desktop has just been announced. As a reminder, the objective of this update is to integrate criteria related to the user experience, such as Core Web Vitals indicators for example, in the method of evaluating pages.

What are the criteria of Google Page Experience on desktop?

The ranking is based on the web experience signals on the page, which are already used on mobile. Google recommends certain performance thresholds to be reached for certain indicators, such as loading time for example. To evaluate the latter, the Core Web Vitals are measured:

  • CLS (Cumulative Layout Shift): an indicator that measures the visual stability of the user interface. According to Google, a good CLS score is between 0 and 0.1, and beyond 0.25, it is a bad score.
  • FID (First Input Delay): an indicator that measures interactivity. According to Google, a good FID score is below 100 milliseconds, and above 300 milliseconds, it is a bad score.
  • LCP (Largest Contentful Paint): indicator that measures the loading time. According to Google, a good LCP score corresponds to loading the largest visible element of a web page in less than 2.5 seconds. Beyond 4 seconds, it is a bad score.

Other criteria that are taken into account on desktop are HTTPS security and the absence of intrusive interstitials. Unlike the mobile version, usability is not one of the elements that count in the Page Experience update on desktop. The firm says that “when a site has separate URLs for desktop and mobile, with proper configuration, the signal is based on the URLs that users see on desktop.”

Google also says that they “help site owners analyze the performance of their desktop pages in terms of on-page experience through a Search Console report”.

What impact does this update have on SEO?

Announced since 2020, then deployed on mobile in June 2021, this update on desktop should not surprise web professionals. Indeed, many sites have already anticipated its arrival by optimizing their user experience.

Google Page Experience for desktop should not cause major disruptions in the ranking of sites. Moreover, the search engine specifies that quality content remains essential to benefit from a good referencing, all bet on the user experience will not be enough.

However, be careful, because with equivalent content, it is this point that will make the difference, so it is essential not to neglect it. It is urgent for SEO experts and site owners to take care of it now, if it is not already done.

Already fully active since August 2021 on mobile, the update has just started to be deployed on desktop, and should be fully available by the end of March 2022.

 

What is a graphic charter and what is its purpose?

The graphic charter is related to the visual identity of a company/brand.

It is a document that will include all the graphic elements related to your site with a guide for using the various visual elements.

This includes the logo, its use, its variation, the fonts, their sizes, their weights, the color palette, etc.

The objective of the graphic charter is to ensure harmony between the various communication media. This does not only concern the website but all the media around the brand:

  • The print (all printed materials used in marketing), such as flyers, business cards, brochures and leaflets, envelopes and correspondence paper, etc.
  • The supports for the events, such as the shows, kakemonos, stand, covers, goodies, etc.
  • This also includes digital media: email signatures, PowerPoint presentations, visuals used on social networks or in newsletters, etc.
  • There are many examples, but to summarize, it is everything that requires the work of a graphic designer.

All these elements allow to identify a company and to enhance its brand image.

The components of a good graphic charter

Focus on the different elements that make up a graphic charter:

  • There is of course the logo, which is the strongest and most distinguishable element of an identity. The charter will specify how the logo should be used: its size, the protection zone (or neutrality) to be kept around it, the colors and possible variations, on a white background, black background, in black and white, etc. There are different types of logos: typographic like Coca-Cola for example, with a whole word or an acronym for that matter, illustrative like Apple, a pictogram like Twitter, we can imagine a mascot like Michelin, an emblem like Ford, something more abstract like adidas, or a combination of several elements. The possibilities are endless.
  • Next comes the typography or font. Here, it’s best to keep it simple with one main font for text and a secondary one for headlines; too many fonts will hurt readability/consistency in any case. The fonts must be readable! And let’s forget about the comic without MS…
  • With the logo come the colors that will identify the universe of the brand. There are sites that can help you create a harmonious color palette. On the graphic chart, the color codes can be indicated in different ways: quadrichrome, pantone, RGB or web.
  • A site without photographs would be a bit sad! The photos are also part of the charter, as well as the illustrations. That’s why we have written about this subject so that you can find free and royalty-free images on the internet.
  • There are also pictograms and small visual elements used in addition such as arrows, buttons, favicon, etc.
  • The graphic charter details how all these elements must coexist to form a harmonious whole. It also specifies what is forbidden.

As you can see, a graphic charter is essential in a communication strategy. Depending on the size of your company or your sector of activity, you will not necessarily be concerned by all types of support. Start with the ones that will be most useful to you right away.

Weareobeo can help you carry out your graphic design project; do not hesitate to contact our graphic design team.

Which platform to choose to create your e-commerce website?

If you want to create your e-commerce site, you will have a lot of choices. There are free solutions, and others paying. In this article, we will try to list the most popular platforms and, based on our experience, the advantages and disadvantages of each.

Create your e-shop with WooCommerce on WordPress

WooCommerce was launched in 2011 and it is the first e-commerce solution in the world. It is actually a free WordPress plugin. That is, by adding this extension, the site converts into an e-shop.

The plugin provides more than 5000 templates, so you are sure to find your happiness. Some templates are free and others are not.

On the interface, there is a menu to configure the store and a product menu to configure the products and categories.

You will find all the essential features, order management, delivery, payment methods, statistics; in short, a very complete configuration.

Why choose WooCommerce?

WooCommerce works via WordPress, a very powerful CMS that has only progressed in recent years (understand: seduce more and more people).

The customization is almost unlimited and the features are very numerous. What to create an e-commerce platform according to a precise need.

Reasons not to use WooCommerce

If there is a reason to look for another e-commerce solution, it is the technical knowledge required: beginners, this solution is not the best for you.

Be careful when choosing your WordPress theme: it must be compatible with WooCommerce; don’t forget to check this parameter beforehand.

What type of e-merchant should use Woocommerce?

Companies with advanced customization needs and resources capable of mastering the plugin or who use an expert WordPress agency like ours!

Create your e-shop with Shopify

Shopify was created in 2004 and quickly became an easy e-commerce solution to create an online store. It is suitable for beginners as well as professionals.

At the price level, it works as a monthly subscription to which you have to add commissions on sales.

There are free and paid themes (more than a hundred). The choice of the paid or unpaid theme is made according to your needs (type of product to sell, number, brand image, proposed graphic options…).

Bonus: the platform is free for 14 days to give you time to test it.

Why you should choose Shopify?

  • The platform offers a back-office with many options.
  • Shopify is available in several languages.
  • You can create several types of pages: contact, about us, legal, FAQ, etc.
  • You can add products, product categories, price, shipping, payment methods, etc.
  • The templates are very qualitative as well as the e-commerce functionalities are qualitative.
  • The handling is considered easy.

Why not turn to the Shopify platform?

This ecommerce platform is not open-source (unlike others listed below). You don’t own the code and your site is online as long as you pay the subscription fee.

Shopify is a SaaS solution. The site and its administration interface are therefore accessible online and hosted on Shopify’s remote servers.

The price may make you cringe, since it is composed of a subscription and commissions on sales.

There are limits imposed on the tree structure of the site (you can not create the navigation you want).

What type of e-merchant should use Shopify?

  • Companies with little or no technical knowledge
  • Those who want an all-in-one platform (website, hosting, etc.)
  • People who have and will always need classic e-commerce features, without customization.

Note: Shopify indicates that it is aimed at beginners, entrepreneurs and small and medium-sized businesses.

Choose Magento to create your e-commerce site

Magento is a CMS, a content management system, specialized for the design of e-commerce sites. It is particularly famous and widespread.

It is an open-source solution, usable by anyone and adaptable to all needs. Any developer can propose an extension that can be used by anyone.

The solution offers many features to customize its online store in an advanced way.

At the same time, and due to its wide use by companies, hosting companies offer adapted hosting for online stores designed on Magento.

Magento is a powerful and scalable CMS.

Magento, why is it good?

It is a platform that offers a high level of customization.

Advanced features (multi-site, multi-languages, SEO optimization, among other assets) make it a powerful tool.

The disadvantages of Magento

The administration interface lacks ergonomics and the platform requires technical knowledge.

Development costs are high, Magento experts are not numerous and the creation of a platform as well as its maintenance are expensive.

Magento, for which type of merchant?
It is not a platform for beginners and it is rather intended for structures that want a robust e-commerce architecture, and who can afford it.

Create your online store with Prestashop

  • Prestashop is an open source e-commerce CMS. It was launched in 2007.
  • There are more than 2000 graphic themes, many of which are responsive. Many themes are paid but there are still free. In the same way, some extensions are free, others are paid.
  • The basic functionalities are sufficient but it is possible to add advanced modules (about 300 available) to meet more needs (many of these modules are not free).
  • The back office interface is easy to use and is similar in design to WordPress.
  • You can create very detailed product sheets with statistics, divided into customizable categories.
  • You can connect your Google Analytics account and the SEO settings are satisfactory.

Why choose Prestashop?

The basic brick is free.

The CMS is very complete and the interface is rather simple to use.

This platform offers many themes and extensions that will allow you to customize your project.

The disadvantages of the Prestashop solution

Yes, the software is free. But on the other hand, you will have to pay additional fees to buy themes and modules.

Despite a relatively easy handling on the back-office side, technical skills are required for advanced customization.

Prestashop, for which type of business?

For companies that are looking for a customizable, complete and scalable solution (that will accompany their growth)
Companies that have a large budget for the development of their e-commerce platform
And technical knowledge

What is the sitemap of a website?

Particularly useful to index its website, the sitemap is not intended for visitors but for search engines. We explain you in this article the interest of this protocol.

What is a sitemap?

A sitemap is an xlm or html file – in the majority of the cases – presenting the architecture of an Internet site. It is a protocol which is addressed to the search engines: it allows a site to be better indexed, referenced.

In this file, information about the pages is entered. We can even list other elements present on the site (images, videos, documents, etc.) as well as the relationships between the different files.

When the Google robots are going to scan a website, they will first read the sitemap to better understand its structure, its tree structure.

Precisions on the utility of a sitemap

When we do a search on Google, there is a good chance that we will find an answer that corresponds to our expectation. Surprising this way that Google has to answer so well to the least question!

Not so much, actually. There are billions of websites and Google knows them all, it scans them constantly thanks to bots in order to detect the slightest new content and to be able to submit the right one according to the users’ requests.

In the case of a website with little content, it can happen that the website is not found by searching it in the search bar of the Google engine. To avoid this, it is possible to send its sitemap to Google to indicate the presence of the site and invite it to scan the pages and thus index the site. This will increase the probability to find the site in the search results.

The submission of a sitemap is not mandatory for Google to find and scan the site but this action guarantees that it will read ALL the pages.

The sites for which a sitemap is essential

Some types of sites particularly need to submit directly to Google their sitemap, as :

  • The new sites, which must prove themselves, especially if they do not benefit from any advertising campaign to bring traffic
  • The sites composed of a very large number of pages and sub-pages. It is the case for example of e-commerce sites or information sites
  • The sitemap is in this case crucial, for the referencing in particular.

How to set up a sitemap with WordPress?

There are several ways to set up a sitemap. In this article, the focus is on the WordPress CMS.

The creation of an XLM sitemap

It is possible to create an XML sitemap via the Yoast SEO extension (or close alternatives). This works with the majority of SEO extensions.

Once on the back-office of the website, we find on the left menu bar various tabs including “SEO”: you must then click on “General Settings” then “Features”.

In purple, you will find various functionalities: “XML sitemap” must be activated. If this is not the case, you must click on the corresponding box.

You can access the sitemap by clicking on the question mark and then on “View XML sitemap”.Or via the link my-site.fr/sitemap_index.xml by replacing ” my-site ” by the domain name.

The WP Sitemap Page extension allows to create an HTML sitemap in a few clicks.

You must first download it and activate it.

Then, you have to create a new page on the site, the title is free and the body text must contain the following information, called “shortcode” (and only that): [wp_sitemap_page]

The page is then published. The page is then consultable and the sitemap appears there.

yoast-seo-sitemaps

How to submit your site to Google?

To submit your site to Google, you should use the Search Console, an essential tool to understand how Google interprets and indexes a website. Here are the steps:

  • Go to the Search Console: https://search.google.com/search-console
  • Select your website in the list of properties. You will have to prove to Google that you are the owner of the site.
  • Under “Index”, click on “Sitemaps”.
  • Complete with the address of the XML sitemap created before
  • “Send” the request: the site is submitted to Google.

submit sitemap to google

To give all the chances to your website and to see it appearing among the first search results, it is therefore almost unavoidable to go through the sitemap.

Do not hesitate to contact our SEO experts if you want to be accompanied on this subject and many others.

How to clear the WordPress cache

It’s a good idea to have a caching plugin on your WordPress website and we explain why in this new article.

What is the cache of a website?

The purpose of the cache is to store data temporarily, to load web pages faster from a browser. It is a storage space dedicated to this purpose.

What data is stored in the cache? Static data such as images, HTML, Javascript, CSS.

Ultimately, the cache will optimize the loading speed of the site. This results in a better user experience (Ux) and the sending of positive signals to search engines and the natural referencing of the website. Google indeed gives importance to the loading speed of a site.

Why empty the cache of his website?

On a website, the cache is emptied so that changes made to the administration interface of the site are visible online.

The cache system stores a version of the files at a time T and gives them back to the users. If an administrator makes changes that affect these files and does not empty the cache, the old files will always be restored. The changes will therefore not be visible online. Clearing the cache allows you to store new versions of files to be restored.

Note that this operation is done by the owner of the website.

How to empty the cache of your WordPress site?

If you don’t have plugins allowing you to manage the cache for your website, this point doesn’t concern you. This second step can be done if you have a plugin in place. Several extensions allow to have a caching of the pages of the site.

Let’s take WP Rocket for example. It is a paid extension but not all of them are. When the plugin is activated, in one click, the cache is emptied.

You can often find an option like “Clear Cache” in the settings of your WordPress site in the plugin settings.

Here are other plugins that allow you to do this: WP Super Cache, Litespeed Cache, W3 Total Cache, or WP Fastest Cache.

Even if it seems obvious, you should only install one cache module on your website.

What is the browser cache?

It is different from the cache system present on the website as described above. Browsers also store information when you surf on websites. And sometimes these web browsers do not detect the changes that have been made on the site.

How to empty the cache on a browser?

This action can be performed regardless of the browser used; Chrome, Firefox, Safari, Edge, to name only the most popular.

Unlike the website cache, which is emptied by its owner, the browser cache must be emptied by the user.

To empty the cache on Chrome, for example

  • click on “More tools
  • and then on “Delete browsing data”.

You now know what the different types of cache are and why they are important for displaying up-to-date information on websites.

Don’t hesitate to contact our team if you want to entrust the optimization of your website to a professional.

7 reasons to redesign your website

It is generally said that a website becomes obsolete after 4 or 5 years. The web domain is in constant evolution, graphically and technically. An aging website can no longer meet the needs of the company, the expectations of Internet users and search engines. It is therefore strategic to update it in order to propose a functional, modern and unique site.

However, this decision is not trivial. It requires significant work and must bring a real benefit to the company. Here are 8 reasons that can help determine if a website needs a redesign.

1- The graphic design of the website is outdated

When browsing the website of your competitors, you may have the impression that your website is graphically outdated, that it gives your company an unmodern image. Some companies abandon their site over the years. A visual redesign is therefore necessary. A web professional specialized in redesigns will propose the following axes :

  • definition of the need,
  • layout,
  • graphic integration,
  • development,
  • addition of content,
  • work on your SEO.

2- The site is not well positioned in search results

SEO, also known as search engine optimization, must be a subject addressed from the first stages of the creation or redesign of a site. If this was not the case, it is likely that many optimizations are still possible on the website to better position the keywords in search engines.

There are simple solutions to improve the search engine optimization of a site (optimization of title tags and meta descriptions), but sometimes it will be necessary to consider heavier measures. Because SEO is partly linked to the technical performance of a site. Consequently, a poorly structured site will be strongly penalized. A redesign can therefore be really beneficial for SEO.

3- The structure of the site no longer meets your needs

In addition to no longer meeting the expectations of users, an outdated website also no longer meets the needs of the company. A company evolves with time and its products or services have probably evolved as well.

To solve this problem, a work of analysis and redesign of the tree structure and contents is necessary. A website with outdated content creates a gap between the commercial discourse of a company and the perception that customers have of it.

4- The site does not adapt to mobile formats

The site is functional on the computer but does not display well on mobile devices? Today, more than half of the users browse the internet from their phone or tablet, and this trend is growing year after year. It is therefore essential to offer users a version of the site adapted to the mobile support, in order to guarantee them a good experience, whatever the format of the screen consulted. This advice is also taken up by the American giant Google, which gives more prominence in search results to websites designed to offer a good user experience on a smartphone.

Mobile user experience

5- The site lacks functionality

The graphic, technical, SEO and responsive aspects must be worked on in order to make a site efficient. But to reach the set objectives and maximize performance, a site must also include practical features, which, in addition to offering a more pleasant experience to users, can help differentiate it from competitors. These are for example a blog, contact forms, the declination of the site in different languages, the creation of a private personal space or the tracking of orders in the case of an e-commerce site.

6- The site is complicated to administer by yourself

Some websites are difficult to administer from a technical or financial point of view if the web service provider invoices all modifications requested by the customer, for a simple change of text or the setting on line of a new article of blog for example.

Not having control over your content is a good reason to redesign your website. The idea is to be trained by the provider to be able to manage the content of your website yourself. The WordPress CMS offers for example a very intuitive administration interface, easy to learn.

7- User experience and conversion rates are not optimized

UX/UI design is a “discipline” that has become very popular in recent years. It is about optimizing the user experience on the website in order to increase the efficiency of the website. The user finds immediately the content he is looking for and the company optimizes its sales.

This is done through different actions :

  • flattening the tree structure to optimize the hierarchy of the pages/information
  • adding call-to-actions and links
  • optimizing the design
  • setting up animations that make reading more fun
  • improvement of the quality of images and videos
  • work on the purchase tunnel for e-commerce sites
  • rewriting texts for more clarity

All these actions will ultimately aim to increase the conversion rate.

If you check several of these boxes, it may be time to contact a qualified web agency to assist you in the redesign of your website.

How to change the URL of a WordPress website?

There are several reasons why you might need to change the address of a website. And this can be done in several ways.

In this article, we will answer these 2 questions: why and how!

Why do we need to change the URL?

There are several reasons why you may need to change the URL of a WordPress site.

  • If you no longer use a domain name for legal reasons
  • In the case of a company or brand name change, the domain name may need to be changed to accommodate this change
  • A technical constraint may lead to changing the URL of the company’s website, but this is a case of force majeure
  • Any change of URL has a strong impact in terms of search engine optimisation.

Note: On WordPress, there are 2 configurable addresses: the WordPress address (site URL) and the site address (we talk about the home page URL).

Prerequisites before changing the URL of a WordPress site

Warning: This operation is technical. It requires good expertise in WordPress technology and knowledge of system administration, especially if bugs or side effects appear during the change. We, therefore, recommend that you contact a professional to perform this type of work.

There are some necessary prerequisites before changing the URL of your WordPress site.

Make a complete backup of your website: You can never be too careful and changing your website URLs can be tricky. It involves making major changes to the site structure or database. A very small mistake can crash the site or trigger bugs. So it’s best to have a complete backup beforehand so you can go back in case of a problem.

Make sure you have access to the database and source code (via FTP) in case the change from the WordPress administration interface requires additional intervention.

A change of URL means a potential change of domain: you must therefore buy the destination domain name if it is not already the case. It is also necessary to think about “pointing” the new domain name to the website. To do this, you must contact the company where the domain name was registered. Be careful, this step is essential because WordPress can be capricious and quickly inaccessible if everything is not well locked.

Main method: Changing the URL from the administration interface

To change the URL from the WordPress administration interface, you need to follow these steps Click on “Settings” and select the “General” section.

1. Log in to the site. Click on “Settings” and select the “General” section.

2. As mentioned earlier, there are 2 options: the WordPress address and the site address. You need to make changes to both and save the changes.

3. This is the easiest way to make the URL change. If you get an error, chances are it’s a caching issue. You should think about emptying it, using a dedicated plugin. If nothing works, the following method may be more appropriate.

edit-post-slug-in-WordPress

Secondary method: Changing the URL from the database

Another way to change a URL on your WordPress site is to go through the database by connecting to the phpMyAdmin tool.

Be careful though, because this method is risky, and modifying the database can cause errors, or even crash the site if it is not done correctly. Don’t forget to make a backup of your site before any modification. This way, in case of a problem, it will be possible to restore the site.

To access the database, you have to connect to your hosting (your customer area) and access the interface associated with the database called phpMyAdmin. In case of difficulties finding it, you can contact the support of your host.

In phpMyAdmin, select the website database from the menu on the left. In case of doubt about the name of the database, you should also refer to the support of your hosting. Then scroll down and select the wp_options table. Please note: with WordPress the prefix “wp_” can be changed/customized, however, there is only one table ending with “options”.

By clicking on the options table, a new page appears. There are 2 options: the URL of the site (siteurl) and the home page (home). On older WordPress, it may be necessary to go to page 2 to find the latter.

To edit both, click on Edit. Change the two URLs and validate.

edit-site-url-in-database-wordpress

Is there anything left to do when the website URL is successfully changed?

Once the URL has been successfully changed, there are 2 essential steps to finalize the process:

1. Redirect the URLs

Despite the change, it should be noted that the old URLs still exist and that it is, therefore, necessary to redirect these pages to the new ones, in order not to lose traffic.

This action depends a lot on the hosting configuration; you can refer to the support for this modification if needed.

2. Inform the search engines including Google

Via the Google Search Console, it is recommended to inform Google that URLs have been modified. This will allow us to keep the SEO of these pages.

Changing the URL of a WordPress site is a complex operation for an uninformed profile. Therefore, it is recommended to contact a competent web agency. Do not hesitate to contact us if you wish to outsource this operation.