How to Manage Website Traffic Fluctuations

TL;DR

When transitioning a website from HTTP to HTTPS, minor traffic fluctuations can occur as search engines reprocess and re-index the site. Typically, traffic should stabilize to previous levels unless seasonal trends affect it. Monitoring historical traffic data can help determine if changes are due to the transition or seasonal variations.

Transcript

JOHN MUELLER: All right. Welcome everyone to today's Google Webmaster Central Office Hours Hangouts. This will be, I guess, the last one for this year. But I'll set up new ones for next year as well so we can keep rolling on these. Looks like we have a bunch of people here signed in already, hanging out with us. A bunch of questions were submitted.... Read More

Key Insights

• HTTPS transitions may cause temporary traffic fluctuations as search engines re-index the site.
• Seasonal trends can impact traffic levels during an HTTPS transition.
• Google prioritizes HTTPS URLs when equivalent HTTP URLs exist.
• 301 redirects from HTTP to HTTPS are recommended once the HTTPS site is stable.
• Disavow files should be uploaded to the current canonical version of the site.
• Google's Page Speed Tools do not whitelist Google's own features.
• Spam referral traffic does not directly impact Google rankings.
• Google does not use the keyword meta tag as a ranking factor.

Questions & Answers

Q: How does transitioning from HTTP to HTTPS affect website traffic?

Transitioning a website from HTTP to HTTPS can cause minor traffic fluctuations as search engines reprocess and re-index the site. These fluctuations are generally temporary, and traffic should stabilize to previous levels. Monitoring historical traffic data can help determine if any changes are due to the transition or seasonal trends.

Q: What is the recommended process for moving a website to HTTPS?

The recommended process for moving a website to HTTPS involves first making both the HTTP and HTTPS versions available to ensure the HTTPS version is working correctly. Once confirmed, a 301 redirect should be set up from the HTTP version to the HTTPS version to consolidate traffic and ensure users are directed to the secure version.

Q: Does Google prioritize HTTPS over HTTP?

Yes, Google prioritizes HTTPS URLs over HTTP when both are available and equivalent. This prioritization is part of Google's efforts to encourage secure connections and protect user data. To ensure the HTTPS version is prioritized, webmasters should set up proper redirects and canonical tags.

Q: How should disavow files be handled during an HTTPS transition?

During an HTTPS transition, disavow files should be uploaded to the current canonical version of the site. If the site is moving to HTTPS, the disavow file should be uploaded to the HTTPS version. This ensures that any disavowed links are appropriately handled by search engines for the active version of the site.

Q: Does Google use the keyword meta tag for ranking?

No, Google does not use the keyword meta tag as a ranking factor for search. This meta tag is largely ignored by Google for web search purposes, although it may still be used by other services like Google News. Webmasters should focus on other on-page factors for SEO.

Q: How does Google handle spam referral traffic?

Spam referral traffic, which can appear in analytics as fake visits or pings, does not directly impact Google rankings. It is primarily a nuisance for webmasters trying to analyze genuine traffic data. Google recommends filtering out such traffic in analytics to maintain accurate data.

Q: What role does page speed play in Google's ranking?

Page speed is a factor in Google's ranking, particularly for mobile sites. While Google Page Speed Tools provide recommendations, Google's ranking algorithms do not whitelist Google's own features. Webmasters should aim to optimize for user experience and faster load times, especially on mobile devices.

Q: How does Google handle duplicate content from Flash games?

Google can sometimes extract content from Flash files and index it as part of the webpage. However, having unique descriptions for Flash games is beneficial. Sites that primarily host duplicated Flash games should focus on providing unique value through usability and additional content to stand out in search results.

Summary & Key Takeaways

• Transitioning a website from HTTP to HTTPS can lead to temporary traffic fluctuations as search engines re-index the site. These fluctuations are generally minor and should stabilize over time unless affected by seasonal trends.

• Google prioritizes HTTPS URLs over HTTP when both are available and equivalent. A two-step process is recommended: first, make both versions available, then set up a 301 redirect to the HTTPS version once it's stable.

• Disavow files should be uploaded to the current canonical version of the site. Google does not use the keyword meta tag as a ranking factor, and Page Speed Tools do not whitelist Google's features.