In 2014, a state-of-the-art website was launched and was considered as the highest standard during the era. Today, the website is more likely outdated because of the overuse of trendy effect like parallax. Desktop experience was also prioritized over mobile usability. The question is whether it is worth to invest in tweaks or updates or simply start from scratch according to 2020 standards.

The existing website can be modernized and it shelf life extended from the user and SEO perspective through some small optimizations. HTTPS was introduced in 1995 as a secure web protocol but only a half of websites serves encrypted page loads.

If the website was designed in 2015 or earlier, it is very likely that SSL certificate was not installed to serve pages over HTTPS. Starting 2017, Google has prioritized sites with HTTPS in search results. Because of the prominent markers in Chrome that indicate if a site is secure, many users are now sceptical of interacting with HTTP versions of sites. It is expected that they won’t enter sensitive data or credit card information.

Google Tag Manager was introduced for the first time in 2012 to help in simplifying management of analytics and web tracking codes. If Google Tag Manager has not been adopted, it is very likely that the website still uses hard-coded tags for everything from Google Ads conversions to Google Analytics Events and the Facebook Pixel.

Websites used to rely on developers to construct and install event tags. WordPress plugin is used to insert tracking codes on a web page but now this presents security vulnerability particularly the depreciated plugins. Switching to Google Tag Manager helps in organizing and managing almost any kind of tracking code available. The preview mode of Google Tag Manager allows testing to ensure that all tags are working as they should be and corrects all issues.

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