Last October, I was hired to analyze a website redesign for a prominent establishment in Massachusetts. The client had made a significant investment in the redesign and wanted to know if the project was yielding results. Armed with full access to their Google Analytics, Google Webmaster, YouTube channel, and Kaltura accounts, I was able to present them with a thorough report on their website. The web redesign had paid off, and almost all of their KPIs were trending up compared to the old site, but what surprised me the most was their SEO strategy. It was nonexistent—by design! They were not optimizing their website for search, and yet referrals from search engines represented more than 50 percent of their traffic.
How was that even possible?
