The video titled “Optimizing 404 redirects after deleting old indexed HTML landing pages” discusses Google SEO office hours from April 2023. The topics covered include crawling, indexing, mobile sites, internationalization, duplicate content, Sitemaps, Search Console, pagination, and more.

The video features the Google Search Relations team members answering various questions related to SEO and Google search. Questions range from whether to use separate websites per country or subdirectories with hreflangs to how to delete an old website from Google Search.

The video aims to provide valuable insights and guidance to website owners on optimizing their SEO strategies. In these videos, Foreign Google’s SEO office hours aim to answer questions about SEO and Google search. Questions are submitted using a form and answered by the Google Search quality team.

The video covers topics such as expanding websites into the EU, using product-specific third-party reviews and rating data, troubleshooting flagged sites in Google, optimizing 404 redirects, and more. The video offers valuable advice and solutions to common SEO challenges that website owners may face.

Understanding 404 Redirects

Role and importance of 404 redirects

When users attempt to visit a webpage that does not exist, they are met with a 404 error page. This error page indicates that the requested webpage could not be found. However, instead of leaving the user stranded, it is essential to redirect them to a relevant page within your website. This is where 404 redirects come into play.

The role of a 404 redirect is to guide users to alternative content on your website, ensuring that they do not leave feeling frustrated or lost. By redirecting users to a relevant page, you can maintain a positive user experience and keep visitors engaged on your website.

Impact on user experience and SEO

Implementing effective 404 redirects helps users navigate your website and directly impacts your website’s search engine optimization (SEO). When search engine crawlers encounter a 404 error page, they interpret it as a dead end, causing them to delay or even stop crawling your website.

On the other hand, by redirecting 404 errors to appropriate pages, you can ensure that search engine crawlers can continue exploring and indexing your website. This allows your website to rank higher in search engine results pages (SERPs) and improves its overall visibility.

Additionally, from a user experience perspective, 404 redirects help to build trust and credibility with your audience. Instead of encountering dead ends and error pages, users are directed to relevant content that matches their original intent. This creates a seamless browsing experience and encourages users to stay on your website for extended periods.

Properly handling 404 redirects is an essential aspect of website management and SEO. It ensures that users and search engines can navigate your website effectively, improving rankings and a positive user experience.

The Art Of Properly Deleting Web Pages

The role of HTML landing pages

HTML landing pages are crucial in attracting and engaging users on your website. They serve as the entry point for visitors and often provide essential information, such as product details, contact information, or promotional offers.

These landing pages are carefully designed and optimized to drive conversions and achieve specific goals. However, there are times when you may need to delete certain web pages, either due to outdated content, restructuring your website, or other reasons.

Why pages need to be deleted at times

Deleting web pages is a common practice in website management. There are several reasons why you may need to delete a page:

1. Outdated content: If a web page contains no longer relevant or accurate information, removing it from your website is essential to avoid misleading users.
2. Website restructuring: As your website evolves, you may need to reorganize the structure and hierarchy of your pages. This may involve deleting certain pages and redirecting users to new or alternative content.
3. Duplicate content: Duplicate content can harm your website’s SEO performance. If you have multiple pages with similar or identical content, it is recommended to delete or consolidate them to avoid confusing search engines and diluting your website’s authority.

The right way to delete an indexed HTML page

When deleting an indexed HTML page, it is crucial to follow the proper procedures to ensure a smooth transition and mitigate any negative impact on your website’s SEO. Here are the steps to take:

1. Conduct a content audit: Before deleting a page, review its content and determine if it can be updated or repurposed. If the page genuinely needs to be deleted, note the URL and any backlinks it may have.
2. Create a 301 redirect: A 301 redirect is a permanent redirect that informs search engines and users that the content has permanently moved to a new location. Set up a 301 redirect from the deleted page’s URL to a relevant and closely related page on your website.
3. Update internal links: Scan your website for internal links that point to the deleted page and update them to reference the new URL or relevant content. This ensures a seamless user experience and prevents users from encountering broken links.
4. Notify external websites: If other websites have linked to your deleted page, reach out to them and request that they update their links to the new URL. This helps preserve any traffic and authority the previous page may have generated.

Following these steps, you can effectively delete an indexed HTML page without negatively impacting your website’s SEO. It ensures that users and search engines can navigate your website smoothly and find relevant content.

Redirecting After Deleting Indexed Web Pages

The role of 404 redirects post deletion

After deleting indexed web pages, it is crucial to implement proper redirect strategies to guide users and search engines to relevant content. While a 404 error page signifies that the requested page could not be found, it is essential to redirect users to an appropriate alternative page rather than leaving them with an error message.

Implementing 404 redirects, post-deletion allows you to maintain a positive user experience and retain visitors on your website. By providing a seamless redirect, you can ensure that users find relevant content even if the original page they were attempting to access no longer exists.

How to redirect an old page to a new one

When redirecting an old page to a new one, you have two main options: 301 redirects and 302 redirects.

1. 301 redirects: A 301 redirect is a permanent redirect that informs search engines and users that the content has permanently moved to a new location. It is the recommended method for redirecting old pages to new ones, as it passes most of the original page’s ranking and authority to the new destination.
   
   To implement a 301 redirect, you must set up a redirect rule in your website’s server configuration or through a plugin, depending on the platform you are using. This rule should indicate that the old page’s URL has permanently moved to the URL of the new page.

2. 302 redirects: A 302 redirect is a temporary redirect that informs search engines and users that the content has temporarily moved to a new location. It is used when you anticipate the original page being restored or moved back.
   
   While 302 redirects can be helpful in certain situations, they are not recommended for redirecting old pages to new ones. They do not pass the same ranking and authority signals as 301 redirects, and search engines may not index the new page as effectively.

Avoiding common mistakes during redirection

When implementing redirects after deleting indexed web pages, it is essential to avoid common mistakes that could negatively impact your website’s SEO. Here are some best practices to follow:

1. Avoid redirect chains: Redirect chains occur when one redirect leads to another, creating a series of redirects. This can slow down the user experience and confuse search engines. Instead, ensure that each redirect points directly to the final destination page.
2. Don’t redirect all deleted pages to the homepage: Redirecting them to the homepage may seem like an easy solution, but it can result in a poor user experience. Users may not find the expected content, leading to frustration and a high bounce rate. Instead, redirect deleted pages to the most relevant alternative page.
3. Update internal links: After implementing redirects, update your website’s internal links to reflect the new URLs. This ensures a smooth user experience and prevents users from encountering broken or outdated links.

Following these best practices, you can effectively redirect old pages to new ones after deleting indexed web pages. It helps to maintain a positive user experience and ensures that search engines can properly index and rank your content.

Optimal Use Of HTML Landing Page

Importance of HTML pages for SEO

HTML landing pages are essential for optimizing your website’s performance in search engine rankings. These pages provide a platform for delivering targeted content, capturing leads, and driving conversions. The key benefits of using HTML landing pages for SEO include:

1. Targeted optimization: HTML landing pages allow you to optimize specific keywords, meta tags, headings, and content to improve your website’s visibility in organic search results. Focusing on relevant keywords and providing high-quality content can attract the right audience and increase your chances of ranking higher in search engine results pages (SERPs).
2. Enhanced user experience: HTML landing pages can be designed to provide a seamless and user-friendly experience. By incorporating intuitive navigation, clear calls-to-action, and engaging visuals, you can guide visitors through the conversion funnel and improve their overall satisfaction with your website.
3. Increased organic traffic: You can attract more organic traffic by targeting specific keywords and optimizing your HTML landing pages. As search engines recognize the relevance and quality of your content, they are more likely to rank your website higher, thereby driving more organic traffic to your pages.
4. Improved conversion rates: HTML landing pages are specifically designed to drive conversions. By making the content and call-to-action clear and compelling, you can increase the likelihood of visitors taking the desired action, whether purchasing, submitting a form, or downloading a resource.

Do’s and Don’ts of HTML Landing Pages

To ensure optimal use of HTML landing pages for SEO, it is important to follow some best practices while avoiding common pitfalls. Here are some do’s and don’ts to keep in mind:

Do’s:

• Do conduct thorough keyword research: Conduct keyword research to identify relevant keywords and phrases before creating an HTML landing page. Integrating these keywords into your page’s content, headings, and meta tags can help improve your SEO performance.
• Do create unique, valuable content: Provide unique, informative, and engaging content on your HTML landing pages. This helps with SEO, keeps visitors on your site longer, and encourages them to take action.
• Do optimize meta tags and headings: Use relevant keywords in your page’s meta title, meta description, and headers to help search engines understand the content and context of your HTML landing page.
• Do include clear calls-to-action (CTAs): Your HTML landing page should have clear and compelling CTAs that guide users toward the intended action. Make these CTAs prominent and easily accessible.

Don’ts:

• Don’t use duplicate content: Avoid duplicating content across multiple HTML landing pages or other website sections. Search engines prioritize unique and original content, so duplicating content can negatively affect your SEO efforts.
• Don’t neglect mobile optimization: Optimizing your HTML landing pages for mobile responsiveness is crucial with the increasing use of mobile devices. Ensure your pages load quickly, are visually appealing, and offer a seamless user experience across different devices.
• Don’t overuse keywords: While keywords are important for SEO, overusing them can lead to keyword stuffing and negatively impact your rankings. Focus on providing valuable content that is relevant and natural rather than trying to optimize for specific keywords excessively.
• Don’t ignore user experience: Keep the user experience at the forefront of your HTML landing page design. Ensure the page is visually appealing, easy to navigate, and loads quickly. Prioritize user satisfaction to encourage engagement and conversions.

Following these dos and don’ts can optimize your HTML landing pages for SEO and create a positive user experience. This, in turn, can boost your organic rankings and drive higher conversions.

Subdirectories And Hreflang Annotations

What are hreflang annotations?

Hreflang annotations are HTML tags that indicate a webpage’s language and regional targeting. They help search engines understand the intended audience for a particular page, especially when you have multiple versions of your website targeting different regions or languages.

By implementing hreflang annotations correctly, you can ensure that search engines display the most relevant version of your webpage to users based on their language preferences and geographic location.

Why use subdirectories with hreflang?

Subdirectories are a common method of organizing and structuring website content targeting multiple regions or languages. They provide a clear hierarchy and allow for easy management of different versions of your website.

Using subdirectories with hreflang annotations allows search engines to understand the relationship between different language or regional versions of your web pages. It helps ensure the correct version is shown to users based on language and location, improving the overall user experience.

Implementing hreflang annotations with subdirectories simplifies website management by consolidating related content under a single domain. It reduces the need for separate websites or subdomains for each language or region, streamlining your SEO efforts and making tracking and analyzing performance metrics easier.

Implementing and maintaining hreflang annotations

To implement hreflang annotations correctly, follow these guidelines:

1. Use the hreflang attribute: Include the hreflang attribute in the tag of your webpage’s section. This attribute specifies the language and regional targeting for each page version.
2. Specify the language: Use the ISO 639-1 language code to specify the language of a particular version. For example, “en” for English and “es” for Spanish.
3. Indicate the region: If your website has country-specific versions, use the ISO 3166-1 Alpha-2 country code to specify the region. For example, “us” for the United States and “gb” for the United Kingdom.
4. Include self-referencing hreflang tags: Add a self-referencing hreflang tag pointing to the current URL in each version of your webpage. This helps search engines understand the relationship between different languages or regional versions of the same content.
5. Test and monitor: After implementing hreflang annotations, use the hreflang testing tool in Google Search Console to verify that they are correctly implemented and functioning as intended. Regularly monitor your website’s performance and make adjustments as needed.

Following these guidelines, you can effectively implement and maintain hreflang annotations with subdirectories. This helps search engines provide users with the most relevant version of your webpage based on their language and location preferences.

Handling Google’s Search Console Flags

Understanding the reason for site flagging

If your website has been flagged in Google Search Console, it means that Google has detected issues or violations that may negatively impact your website’s search visibility. These flags serve as alerts to notify website owners about potential problems that must be addressed.

Google flags websites for various reasons, including:

• Violations of Google’s quality guidelines, such as thin or duplicate content, unnatural link schemes, or spammy practices.
• Security issues, such as malware or hacked content.
• Google’s web spam team takes manual actions based on a review of your website.

When your website is flagged, it is crucial to investigate the flagged issues and take appropriate actions to resolve them. Failure to address these issues can result in a loss of search visibility and potential penalties imposed by Google.

Interpreting manual action reports

Manual actions are penalties imposed on websites by Google’s web spam team. These penalties are manual reviews conducted by Google to identify and penalize websites that violate Google’s quality guidelines.

If your website has been flagged for a manual action, Google Search Console will provide a manual action report that outlines the specific issues that need to be addressed. These reports typically detail the type of manual action, affected pages, and recommendations for resolving the issues.

It is important to carefully review the manual action report, understand the flagged issues, and take the necessary steps to fix them. Once the issues have been resolved, you can request a reconsideration of your website to have the manual action lifted.

Resolving flagged issues in the Search Console

When your website is flagged in Google Search Console, it is essential to address the flagged issues promptly. Here are some general steps to follow when resolving flagged issues:

1. Identify the flagged issues: Review the issues reported in Google Search Console and prioritize them based on their severity and potential impact on your website’s visibility and user experience.

2. Investigate the root cause: Determine why the issues occurred in the first place. This may involve thoroughly auditing your website’s content, backlinks, security measures, or other relevant factors.

3. Fix the issues: Take the necessary steps to resolve the flagged issues. This may involve updating your website’s content, removing or disavowing low-quality or harmful backlinks, improving your website’s security measures, or making other changes as Google recommends.

4. Request reconsideration: After fixing the flagged issues, submit a reconsideration request through Google Search Console. Provide detailed information about your actions to address the issues and explain how you have improved your website’s quality and compliance with Google’s guidelines.

5. Monitor and adapt: Monitor your website’s performance and search visibility after resolving the flagged issues. Keep an eye on Google Search Console for any additional flags or issues. Continuously update and improve your website to ensure compliance with Google’s guidelines and provide a positive user experience.

By diligently addressing and resolving flagged issues in Google Search Console, you can protect your website’s search visibility and ensure that it meets Google’s quality standards.

Working With Robots.txt Files

The purpose and nature of Robots.txt

The robots.txt file is a small text file located in the root directory of a website. It is a communication tool between website owners and search engine crawlers, telling them which parts of the website they can access and crawl.

By defining the permissions and restrictions in the robots.txt file, website owners can control which pages or sections of their website are indexed by search engines. It is important to note that the robots.txt file serves as a suggestion to search engines and well-behaved crawlers, but not all bots adhere to it.

The main purpose of the robots.txt file is to prevent search engines from indexing certain pages or directories that should not be made publicly available, such as admin pages, private areas, or duplicate content. It also helps prevent search engines from wasting resources by crawling irrelevant or low-value content.

Common issues with Robots.txt files

While robots.txt files are essential for controlling search engine crawling, they can also cause issues if not set up properly. Here are some common issues to be aware of:

1. Blocking important pages or directories: Search engines cannot crawl and index them if you accidentally block critical pages or directories in your robots.txt file. This can result in decreased visibility and potential loss of organic traffic. It is important to double-check your robots.txt file and ensure that only non-essential or sensitive areas are blocked.
2. Syntax errors: Robots.txt files are written in a specific format; even minor syntax errors can render the file ineffective. A typo or misplaced character can cause search engines to misinterpret the file, leading to unintended crawling restrictions or permissions.
3. Overrestrictive rules: Overzealously blocking search engine crawlers can prevent important pages from being indexed. This can decrease visibility and hinder your website’s organic ranking potential. It is important to balance restricting access to sensitive areas and allowing search engines to crawl important pages for optimal SEO.
4. Inconsistent rules across subdomains: If your website uses subdomains, be aware that each subdomain should have its own robots.txt file. Failing to create separate robots.txt files for each subdomain can lead to inconsistent crawling and indexing, resulting in partial or incomplete site visibility.

How to fix Robots.txt unreachable errors

If you encounter a robots.txt unreachable error in Google Search Console’s URL Inspection tool or other website analysis tools, search engine crawlers cannot access your robots.txt file. This can prevent search engines from properly understanding your website’s crawling instructions.

To fix robots.txt unreachable errors, follow these steps:

1. Double-check the robots.txt file’s location: Ensure that the robots.txt file is located in the root directory of your website. It should be accessible via the URL “http://www.example.com/robots.txt” or “http://example.com/robots.txt,” depending on your website’s canonical URL.
2. Check for server connectivity issues: Robots.txt unreachable errors can sometimes occur due to server connectivity issues. Ensure that your website’s server is up and running, and there are no connectivity or DNS resolution problems. Consult with your hosting provider if necessary.
3. Test the robots.txt file’s accessibility: Use the URL Inspection tool in Google Search Console or other website analysis tools to check if search engine crawlers can access your robots.txt file. If the file is still unreachable, ensure that permissions are set correctly on your website’s server to allow public access to the file.
4. Validate the robots.txt file’s syntax: Robots.txt files must adhere to a specific syntax. Use the robots.txt testing tool in Google Search Console or other online validators to check for syntax errors or typos. Correct any issues found and retest the file’s accessibility.

By ensuring that your robots.txt file is accessible and properly configured, you can effectively communicate with search engine crawlers and control how your website is indexed. This helps optimize your website’s visibility and ensures search engines crawl the most relevant and valuable pages.

Deleting Old Websites From Google Search

Is deleting an old website a good idea?

Deleting an old website entirely is not always the best solution. Before deciding to delete your old website, consider the following factors:

1. Traffic and rankings: If your old website still receives organic traffic and ranks well in search engine results, it may be beneficial to preserve its visibility. Deleting the website could result in a loss of traffic and potential leads.
2. Backlinks and authority: If your old website has acquired valuable backlinks and established authority in its niche, deleting it could result in losing these beneficial SEO assets. Backlinks contribute to search engine rankings and overall domain authority, so it’s important to consider whether it’s worth starting from scratch or redirecting the old site.
3. Historical content: If your old website contains valuable historical content that is still relevant and useful to users, deleting it may not be the best approach. Consider preserving this content by migrating it to the new website or archiving it separately.
4. Cost and resources: Deleting an old website requires careful planning and execution. It may involve redirecting URLs, updating internal links, notifying external websites, and managing potential SEO impacts. Consider the resources, time, and costs of properly removing the old website.

How to properly redirect an old site to a new one

Instead of deleting an old website entirely, redirecting it to a new one is often recommended. Redirecting ensures that users and search engines are guided from the old website’s URLs to the corresponding pages on the new website. Follow these steps to redirect an old site properly:

1. Set up 301 redirects: A 301 redirect is a permanent redirect that informs search engines and users that the content has moved permanently to a new location. Set up 301 redirects from the old website’s URLs to the relevant pages on the new website.
2. Update internal links: Update internal links on the old website’s pages to point to the corresponding pages on the new website. This ensures a seamless user experience and prevents users from encountering broken or outdated links.
3. Notify external websites: Reach out to external websites linked to your old website and request that they update their links to the new website’s URLs. This preserves any traffic and authority the old website may have generated from external sources.
4. Plan for SEO impact: Redirecting an old website to a new one can cause temporary fluctuations in search engine rankings and traffic. Monitor these fluctuations and make necessary adjustments to optimize the new website’s SEO performance.

By redirecting an old website to a new one, you can preserve the existing traffic, backlinks, and authority while leveraging the benefits of a fresh website. This approach minimizes the potential negative impact on SEO and ensures a smooth transition for users and search engines.

The Impact Of Bad URLs on Site Crawling

How bad URLs affect Google’s crawl budget

A bad URL refers to a URL that is either non-existent, inaccessible or returns errors. Bad URLs can negatively impact Google’s crawl budget, the amount of resources Google allocates to crawling and indexing a website.

When Google’s crawlers encounter bad URLs, they consume resources such as bandwidth and processing power without being able to access and index valuable content. This wastes Google’s resources and can affect the crawling and indexing of other pages on your website.

Frequent encounters with bad URLs can decrease Google’s crawl frequency, as the crawlers may prioritize websites with fewer issues and more accessible content. This can result in delayed indexing of new content, missed updates, and reduced visibility in search engine results.

Solutions to prevent bad URLs from impacting site crawling

To prevent bad URLs from negatively impacting site crawling, consider implementing the following solutions:

1. Regularly monitor broken links: Use website analysis tools or crawl tools to identify and monitor broken links on your website. Fix or remove these broken links promptly to avoid wasting Google’s resources and negatively impacting your website’s crawlability.
2. Create custom 404 error pages: When users encounter a non-existent URL, they are often directed to a 404 error page. Create custom 404 error pages that provide helpful information, such as alternative navigation options or links to relevant content. This ensures a positive user experience and encourages users to explore your website.
3. Use proper redirects: When you change the URL structure of your website or delete pages, use proper redirects (e.g., 301 redirects) to guide users and search engines to relevant and updated content. This helps to maintain a seamless user experience and prevents users from encountering 404 errors.
4. Customize your crawl budget: Google provides some control over your website’s crawl budget through the crawl rate setting in Google Search Console. Adjust the crawl rate based on your website’s size, server capacity, and the frequency of content updates. This ensures that Google allocates the right resources to crawl your website efficiently.

By proactively identifying and resolving bad URLs, you can ensure that Google’s crawlers can efficiently explore and index your website. This maximizes your website’s visibility in search engine results and improves overall crawling efficiency.

Long-term strategies to maintain clean, SEO-friendly URLs

Maintaining clean and SEO-friendly URLs is important for long-term success in search engine rankings. Here are some strategies to consider:

1. Use descriptive and relevant keywords: Incorporate descriptive and relevant keywords in your URLs to provide search engines with useful information about the page’s content. This helps both users and search engines understand the context of the page.
2. Keep URLs concise and readable: Avoid long and complicated URLs that are difficult for users to remember and share. Use meaningful words and separate them with hyphens (“-“) to make URLs more readable and user-friendly.
3. Avoid dynamic and parameter-heavy URLs: Dynamic URLs containing session IDs, multiple parameters, or special characters can be challenging for search engines to understand and index. Whenever possible, use static URLs that provide clear and concise information.
4. Implement canonical tags: Canonical tags help prevent duplicate content issues by specifying the preferred version of a page when there are multiple versions with different URLs. This ensures search engines understand which version to index and display in search results.
5. Consider URL redirects when restructuring your website: When making significant changes to your website’s structure or renaming pages, use proper redirects (e.g., 301 redirects) to preserve link juice and avoid broken links. This helps search engines smoothly navigate the changes and ensures a positive user experience.

By following these long-term strategies, you can maintain clean and SEO-friendly URLs. This improves your website’s crawlability, indexing efficiency, and overall search engine visibility.

Conclusion

Optimizing 404 redirects and properly handling the deletion of web pages are crucial aspects of effective website management and search engine optimization (SEO). By understanding the role and importance of 404 redirects, webmasters can enhance the user experience, maintain SEO credibility, and retain organic traffic. Additionally, comprehending the art of properly deleting indexed web pages helps ensure a smooth transition, preserves SEO value and avoids negative impacts on website rankings.

Proper redirects after deleting indexed web pages involve implementing 301 redirects, updating internal links, and avoiding common mistakes. These steps help maintain a seamless user experience and ensure search engines can navigate the website effectively.

Optimal use of HTML landing pages plays a significant role in SEO success. By utilizing HTML landing pages strategically, adhering to best practices, and optimizing for conversions and usability, website owners can attract organic traffic, engage visitors, and achieve desired goals.

Subdirectories and hreflang annotations enable website owners to effectively target different regions and languages. By implementing and maintaining hreflang annotations with subdirectories, search engines can display the most relevant version of a webpage to users, leading to better user experience and enhanced search engine visibility.

Understanding and addressing Google’s Search Console flags is essential for maintaining a healthy website. By interpreting manual action reports, resolving flagged issues promptly, and adhering to SEO best practices, website owners can prevent penalties, maintain search visibility, and improve overall website quality.

Working with robots.txt files involves understanding their purpose, fixing common issues, and ensuring accessibility. By correctly configuring robots.txt files and avoiding common pitfalls, website owners can control search engine crawling, protect sensitive areas, and optimize website performance.

Deleting old websites should be approached carefully. Instead of completely deleting an old website, redirecting it to a new one preserves traffic, backlinks, and authority while leveraging the benefits of a fresh website. Following the recommended steps, website owners can minimize SEO impacts and ensure a seamless transition for users and search engines.

The impact of bad URLs on site crawling can be mitigated by monitoring and addressing broken links, creating custom 404 error pages, using proper redirects, and optimizing the website’s crawl budget. By implementing these solutions and maintaining clean, SEO-friendly URLs, websites can improve crawling efficiency and enhance search engine visibility.

In conclusion, optimizing 404 redirects, properly deleting web pages, utilizing HTML landing pages, implementing hreflang annotations, handling Search Console flags, managing robots.txt files, redirecting old websites, and maintaining clean URLs are all crucial elements of an effective SEO strategy. Following best practices and understanding the implications of these factors will contribute to long-term SEO success and improved website performance in search engine rankings.