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The redesign was completed in November 2020, by which timeapproximately 8% of recipes had been launched. By March, we gradually increasedthe volume of content to 20%. At the same time, non-brand traffic remained at85% of the previous level. What did they do for this The old site had a recipesection that brought in about 30,000 visitors per month for non-brand queries.Initially, we planned to transfer all content. We realized that almost 90% ofthe content does not meet the company’s requirements, which means it cannot betransferred to the new site There were 7,000 recipes in the recipe section:about 600 of them were recipes from the chef with professional photographs, therest were user recipes.
Not all user recipes met the company’s requirements: some last database had photographs that did not fit into the updated design, others did notcontain dairy products When it became obvious that not all recipes could betransferred, we realized that we would lose some traffic. True, the extent ofthe loss was initially unclear. We started going through all the recipes and inthe process we realized that more than 6,000 out of 7,000 were not suitable.This meant that if we dropped them, we would lose the bulk of the traffic. Wefigured out how to solve a non-standard problem with a large amount of manualwork It was a shame to lose 30,000 clicks per month, so we began to think aboutwhat to do with unsuitable recipes.
The best solution then seemed to be to choose recipes thatcould be transferred without changes, discard those without dairy products, andin the rest, replace user photos with stock ones. During the process, it becameclear that this decision was not the best. Going through recipes took up a lotof resources: in a month and a half, the four of us sorted through only a thirdof the recipes. This is provided that two optimizers usually work on a project.There was a month left before the launch of the site, and we realized that wewould not have time to go through all the recipes. Then, together with theclient, we decided that we would analyze only those that brought more than 50conversions in a year, and discard the rest.
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