It’s unusual for a web design agency to say this, but we’ll say it anyway: most companies that ask us for a redesign don’t actually need a redesign. They need to solve a problem they’ve misdiagnosed. The pattern repeats itself. Someone looks at their website, senses that something isn’t right, and interprets that feeling as the only solution they know: building it from scratch. They spend between 4,000 and 15,000 euros, it takes four months, and the following year they have exactly the same problem with a different design. It’s worth taking a step back before signing off on the quote. Here are the four reasons companies call us—and what’s usually behind each one. “The website isn’t selling” This is the number one reason, and it’s almost never the design’s fault. Before you redesign anything, take a look at your numbers. If your website gets 300 visits a month, you don’t have a conversion problem—you have a traffic problem, and redesigning the site isn’t going to bring in more visitors. If you get 8,000 visits and convert 0.2%, then there is something to look into, but it’s likely just three specific issues—the form, the prices, and the lack of social proof—rather than the entire structure. And there’s a third scenario, the most troubling one: the website works, but the problem lies in what happens next. Leads come in, and no one calls them within 48 hours. The quote is sent a week late. There’s no follow-up. We’ve seen companies spend five figures on a redesign when their response rate to forms was 60% and the average delay was two days. A new website doesn’t fix a broken sales process. It just makes the leads you lose look better. “It looks outdated” This is a valid point, but it’s important to distinguish between two things: whether it seems outdated to you and whether it seems outdated to your customer. You look at your website fifty times a month. Visual fatigue is real, but it’s not an indicator of anything. Your customer sees it once, for ninety seconds, looking for a specific answer. If they find it quickly, they couldn’t care less about that 2019 gradient. That said, there are objective signs of obsolescence: if it breaks on a mobile device, if the design bears no resemblance to what your competitors are doing, or if it conveys a company size that no longer reflects who you are. If you’ve grown from three to thirty people and the website is still telling the story of those three, there’s definitely a disconnect that costs money. The useful question isn’t “Do I like it?” but “Does this website represent the company I am today?” If the answer is yes and you’re just bored with it, save yourself the trouble. “It’s slow” This can almost always be fixed without touching the design. In the vast majority of cases we see, slowness stems from four sources: unoptimized images weighing 3 MB each, cheap shared hosting, a pileup of plugins that no one has reviewed in three years, and a lack of caching. None of these issues requires rebuilding the website. It requires an afternoon of technical work and, sometimes, switching servers. It’s happened to us several times: a client comes in asking for a redesign to improve speed, an audit, a hosting migration, image compression, or plugin cleanup. From a 6-second load time to 1.4 seconds. Cost: a fraction of what a redesign would cost. The website is still the same, and now it works. If your website is slow, request a technical audit before asking for a design quote. If they tell you that the only solution is to rebuild it, get a second opinion. “I can’t update it myself” This is usually the most honest reason—and also the one that leads to the most unnecessary redesigns. Sometimes it’s true that the content management system is unusable: a custom-built site without an admin panel, an abandoned layout tool, a structure that breaks every time you make a change. In those cases, a complete overhaul makes sense. But often the problem is that no one taught you how to use it. The CMS has a perfectly usable editor, and you’ve spent two years emailing people to ask them to change a phone number because you don’t know where the button is. Two hours of training and a five-page manual can solve what you were planning to solve with a four-month project. Before you decide, sit down for an hour with someone who knows your content management system and try to make the three changes you’ve needed most often. If you can do that, you don’t need a new website. When a redesign Is Justified It’s not all just excuses. There are situations where a redesign is the right decision, and delaying it ends up costing more than doing it: The difference between these cases and the previous four is simple: here, the problem is structural. In the others, it’s a one-time issue and can be resolved for one-tenth of the cost. What to Do Before Requesting a Quote Three steps, in this order. First, look at the data. Traffic, conversion, speed, mobile behavior. Without numbers, there’s no diagnosis—just opinions. Second, describe the problem in a specific sentence. “We get 20 leads a month and need 50” is a problem. “The website is outdated” is just a feeling. Third, ask for an audit before a redesign. It should cost you a fraction of the project and tell you whether or not the redesign is necessary. If the agency doesn’t offer you that option and goes straight to the development budget, you’ve already learned something useful about that agency. Redesigning a website is sometimes the best possible investment. But it’s an expensive and time-consuming decision, and it warrants a thorough assessment beforehand. We’d rather charge you 2,000 euros to fix what’s wrong than 10,000 euros for a project you didn’t need: you’ll be grateful for the first one
59% of Spanish professionals already cite AI as the biggest threat to their performance marketing
A study of 100 Spanish professionals identifies the loss of traffic caused by AI as the greatest risk to performance channels: 59% cite it as such, and 79% are already considering new channels. We analyze the data and propose 15 specific actions to adapt customer acquisition to this new era, in the correct order.
B2A Marketing: How to Optimize Your Brand to Sell to Purchasing Agents
Over the past few decades, digital marketing has been built on an unchanging premise: to persuade people. We design product pages packed with cognitive biases, visual urgency, emotional social proof, and shopping carts optimized to reduce user friction. However, consumer behavior has entered a phase of technical delegation. Users no longer browse through ten browser tabs to compare the specifications of a home appliance, nor do they review dozens of offers for recurring subscriptions. They simply give a command to their personal assistant: “Find the water filter that’s compatible with my system and offers the best value for the money, get it delivered by Thursday, and buy it.” At that moment, the traditional funnel collapses. Your new customer no longer has eyes, doesn’t read persuasive copy, and isn’t seduced by a flashy button. Your customer is a software agent . Welcome to the era of B2A (Business-to-Agent) marketing . What is Business-to-Agent (B2A) marketing? The Business-to-Agent (B2A) model encompasses the strategies, data architectures, and technical protocols designed to ensure that a company’s catalogs and value propositions are interpreted, prioritized, and executed by autonomous artificial intelligence agents acting on behalf of the end consumer. Unlike B2C (where emotion, aesthetics, and user experience take precedence) and B2B (where committees and rational purchasing processes come into play), the B2A market is a deterministic one driven by parameters and reliability: Dimension Traditional B2C Marketing B2A Marketing (Agent-Based Commerce) Decision-Making Intermediary Direct Human Consumer Autonomous Agent / AI Assistant Primary Criterion Emotion, design, perceived brand Data accuracy, compliance with constraints, net price Friction Points Confusing UX/UI, lengthy checkout process Lack of structured data, API latency, outdated inventory Persuasion channel Copywriting, storytelling, video Rich schemas, stable endpoints, commercial SLAs The 4 Pillars for Positioning Your Catalog with Buyers For a buyer to choose your product over the competition, your digital infrastructure must meet four critical requirements for interoperability and machine trust. 1. Enriched and Standardized Structured Data Language models and semantic search agents do not interpret decorative images or promotional banners. They read data schemas. If your product lacks granular semantic markup, it simply does not exist for the agent. 2. Real-time inventory and price synchronization An autonomous agent has a clear directive: to prevent transactional failures. If an agent sends a user a recommendation or attempts to process a payment for a product that is out of stock or has a price that is out of sync with the checkout page, that domain will lose algorithmic reliability for future queries. 3. Third-Party Verifiable Trust Signals Sellers operate under risk mitigation filters. When faced with two options with identical specifications and prices, they will prioritize the transaction with the lowest likelihood of a dispute, fraudulent return, or shipping delay. 4. Payment Protocols and Agent-Based Authentication The traditional checkout process (entering your name, address, and 16-digit card number) was designed for human fingers. Agent-based commerce requires payment gateways compatible with tokenized digital wallets, user-definedspending limits, and execution via secure API calls. The Duality of Branding: Is Branding Disappearing in the B2A Era? The short answer is no, but its role is changing. Branding in a B2A ecosystem operates on two levels: [ Consumidor Humano ] │ ▼ Define directivas y marcas de confianza (“Prompt de compra”) [ Agente de IA ] │ ▼ Compara parámetros técnicos, APIs, stock y políticas de entrega ┌───────────┴───────────┐ ▼ ▼[ Tienda A: B2C puro ] [ Tienda B: Optimizada B2A ](Mucho copy, datos pobres) (Schema JSON-LD perfecto, stock API) Descartada Transacción Ejecutada Technical Checklist: Prepare Your E-Commerce Site for Agent-Based Commerce Review your digital architecture with this technical checklist: The transition begins with the data Digital marketing is no longer limited to the user’s screen. Your company’s commercial visibility in the coming years will depend on its ability to be discovered, interpreted, and validated by autonomous decision-making systems. Brands that continue to optimize exclusively for human viewing will compete for an increasingly limited volume of organic traffic. Those that structure their data to be the most reliable and accessible provider for intelligent agents will lead the way in conversion within the new automated market. Frequently Asked Questions About B2A Marketing Miriam AgullóEspecialista en SEO y Paid Media | Google Ads, Meta Ads, LinkedIn Ads & Search Console en vena Optimizo visibilidad orgánica + escalo adquisición pagada con ROAS obsesivo y estrategias data-driven. Especialista en Performance Digital, Core Web Vitals, E-E-A-T, algoritmos de subasta, attribution multi-touch y maximizar LTV/CAC.
Paid Media Strategies for TV and Mobile: How to Design Multiscreen Campaigns That Convert
A paid media strategy for TV and mobile combines Connected TV (CTV) with in-app and vertical video ad formats within a single programmatic media plan, with the goal of generating brand exposure on the big screen and capturing user engagement on the device they always have at their fingertips.
Google Is Required to Redesign Its Search Engine Within 60 Days: What This Means for Your SEO and Google Ads Campaigns
The European Commission has fined Google 890 million euros for violating the Digital Markets Act (DMA) and has given it 60 days to redesign how Google Search results are displayed and how Google Play operates.
How We Recovered 93% of the Traffic We Lost After a Google Core Update: A Real-Life Step-by-Step Case Study
A 93% drop in organic traffic—with no visible manual penalty in Search Console—is one of the most baffling scenarios in SEO: there’s no clear warning, just a graph that plummets. This is exactly what happened in one of our own projects, and this article documents the actual process of diagnosis and recovery, including the specific technical decisions we made—not a theoretical guide on“what to do if you lose rankings,” but the real-life case, complete with its numbers and a reproducible process. The problem: a 93% drop for no apparent reason The initial symptom was a drastic and sustained drop in organic traffic, with no notification of a manual penalty in Google Search Console. The instinctive reaction to this is usually to look for recent content changes or broken links—but in this case, the real cause was structural and had been quietly building up over time. The Diagnosis: How We Find the Real Cause The diagnostic process combined three data sources: The finding was clear: a massive deindexation caused by duplicate content generated by WPML’s multilingual configuration, combined with the improper indexing of tag page URLs that did not provide unique content value. Upon encountering a huge volume of very low-quality or duplicate pages, Google had drastically reduced its trust in and crawl frequency for the entire domain—thereby also affecting pages with legitimate content. The structural flaws that caused it By breaking down the root cause, we identified three specific structural problems: The Recovery Plan, Step by Step The recovery was carried out in several simultaneous, non-sequential phases to minimize the total exposure time: 1. Mass removal of low-value duplicate content A structural cleanup was performed at the database level: 9,894 metadata records and 502 posts corresponding to the language version with refined content were deleted in a controlled manner, rather than leaving them indexed with incomplete content. Additionally, a second set of 2,452 WPML elements in another language version was identified as pending the same cleanup, as the next phase of the process. 2. 410 Gone Rules for Deleted URLs Instead of letting those URLs return a generic 404 (which Google continues to try to crawl for months), rules were implemented at .htaccess with a 410 Gone response, explicitly and unequivocally indicating that the content has been permanently removed and will not return. This significantly speeds up the process of Google removing those URLs from its index. 3. Infrastructure migration to improve server latency Server latency was identified as a key factor affecting both the user experience and the efficiency of Google’s crawling. A migration of the DNS and hosting infrastructure was carried out, resulting in a measurable reduction in server response times. 4. Replacing the sitemap plugin The existing sitemap plugin (Yoast) was replaced with Google XML Sitemaps, resulting in a cleaner sitemap structure that better reflects the site’s current content following the cleanup. Results and Lessons Learned from the Process The combination of these actions—structural content cleanup, explicit indication of permanent removal, infrastructure improvements, and an updated sitemap—made it possible to gradually reverse Google’s loss of trust in the domain. The main lesson from this case is that a drastic drop in traffic without a visible manual penalty almost always points to an issue with the overall content quality at the domain level, not to a specific problem with a single page or keyword. In addition, it was determined that the work does not end with the first phase: cleaning up the second block of content in another language remains a pending and necessary task to fully consolidate the recovery. Checklist: How to Tell If You’re Going Through the Same Thing If you answer “yes” to the first question and “no” to several of the following, it is very likely that you are facing a structural problem similar to the one described in this case. Frequently Asked Questions Conclusion This case demonstrates that a drastic drop in organic traffic rarely has a single, isolated cause: it is the result of a combination of duplicate content, conflicting technical signals (outdated sitemap, low-value indexed pages), and, at times, infrastructure that hinders efficient crawling. Recovery is not a one-time fix, but rather a process of structural cleanup that, in our case, still has one phase remaining to be implemented before it is fully consolidated. Has your organic traffic dropped for no apparent reason? At Inprofit, we conduct a free technical SEO audit to determine whether your situation follows a similar pattern. Miriam AgullóEspecialista en SEO y Paid Media | Google Ads, Meta Ads, LinkedIn Ads & Search Console en vena Optimizo visibilidad orgánica + escalo adquisición pagada con ROAS obsesivo y estrategias data-driven. Especialista en Performance Digital, Core Web Vitals, E-E-A-T, algoritmos de subasta, attribution multi-touch y maximizar LTV/CAC.
How to Build an SEO Strategy That Doesn’t Rely on Guessing Google’s Next Core Update
A Google core update is a broad recalibration of how the algorithm evaluates content quality across its entire index—it is not a penalty targeting a specific website, but rather a global adjustment to the ranking formula. Since 2025, Google has been rolling out these updates every 3–4 months. The question any business with an online presence should be asking is no longer “How do I recover from the latest update?” but rather “What changes should I make to my website so that the next update—whenever it happens—affects me as little as possible?” Why “Recovery” Is the Wrong Question When a website loses traffic after a core update, the first instinct is to look for the specific cause and “fix” it—as if it were a one-time technical error. And sometimes it is: a slow server, a misconfigured sitemap, or an “ noindex ” directive added by mistake. But when the drop is accompanied by a fundamental reassessment of quality, fixing the symptom isn’t enough. Google explicitly states this in its own documentation: after a core update, there are no specific actions guaranteed to “fix” a page, and full recovery often doesn’t occur until the next core update—that is, it can take between 3 and 6 months, with no guarantee. Designing a strategy around “reacting quickly and effectively” to each update is, by definition, always one step behind. The alternative is to build a website that consistently maintains a high level of content quality, so that each algorithm update leaves it largely unaffected—regardless of whether it gains or loses specific rankings. The pace that must be maintained on an ongoing basis Between March 2025 and May 2026, Google publicly confirmed at least six significant updates: three broad core updates (March 2025, June 2025, December 2025), a specific Discover update (February 2026), a spam update (March 2026), and a new core update (March–April 2026), followed by another in May 2026. The March 2026 update caused 79.5% of the results in the top 3 of the analyzed searches to change positions, according to data from SE Ranking—one of the most volatile updates recorded to date. This pace of one major update every 6–10 weeks—rather than the “traditional” 3–4 months—is the new norm. It’s not just an anomaly this year; it’s the standard from now on. The Pillars of a Resilient SEO Strategy 1. Ongoing technical compliance, not one-time audits. Server errors, slow response times, incorrectly configured hreflang tags, or large-scale duplicate content are exactly the types of signals that a core update reevaluates. A technical audit isn’t a one-time project—it’s an ongoing process (monthly or quarterly, depending on the size of the site). 2. Depth of content over volume. Google increasingly prioritizes content that demonstrates real expertise and provides in-depth answers, rather than content that merely touches on a keyword in a superficial way. Publishing fewer pieces—but ones that include original data, specific case studies, and a perspective not found in the top ten search results—carries more weight than quantity. 3. Verifiable E-E-A-T, not stated. It’s not enough to simply write “we’re experts in X.” E-E-A-T is demonstrated through identifiable authorship (name, title, link to professional profile), a visible update date, original, citable data, and, when applicable, real-world case studies with measurable results. 4. Diversification Beyond Google. With AI Overviews reducing the CTR of the top organic result and the rise of ChatGPT, Perplexity, and Gemini as discovery platforms, relying exclusively on Google search traffic is, today, a concentration of risk. Applying GEO (Generative Engine Optimization) principles to the same content that’s already optimized for SEO isn’t a separate project—it’s the same foundation of quality, extended to one more channel. 5. Active monitoring of the update schedule. While there’s no need to react impulsively to every rumor, it’s important to stay informed about when Google confirms that a rollout is underway—so you can distinguish between a specific dip and a general industry-wide adjustment—and avoid making drastic decisions based on a misinterpretation of the cause. What to do, specifically, when traffic drops How to Tell If the Strategy Is Working You don’t have to wait for the next update to check this. Useful interim indicators: stable indexing coverage in Search Console, server response times within Core Web Vitals thresholds, no large-scale duplicate content, and—increasingly relevant—whether the content is starting to appear cited in responses from ChatGPT, Perplexity, or Google AI Overviews, a sign that the underlying quality is also paying off beyond traditional rankings. Frequently Asked Questions At Inprofit, we’ve experienced a real recovery after a severe drop in organic traffic, and we apply that firsthand experience to every SEO/GEO audit we conduct for our clients. If you want to know if your website is ready for the next core update, request a technical audit from our team. Miriam AgullóEspecialista en SEO y Paid Media | Google Ads, Meta Ads, LinkedIn Ads & Search Console en vena Optimizo visibilidad orgánica + escalo adquisición pagada con ROAS obsesivo y estrategias data-driven. Especialista en Performance Digital, Core Web Vitals, E-E-A-T, algoritmos de subasta, attribution multi-touch y maximizar LTV/CAC.
Google Ads in 2026: What Will Change With the End of DSA
Google Ads’ new terms of service now allow AI to generate your ads. We explain the actual timeline for the end of Dynamic Search Ads and how to migrate to AI Max without losing performance.
An “Opt-Out” Button on Your E-Commerce Site: How to Implement It
The cancellation button has been mandatory for all European e-commerce sites since June 19, 2026. Failure to include it could cost you up to 4% of your annual revenue or, worse yet, extend the return period to 12 months. We’ll explain exactly how to implement it in WooCommerce and Shopify.
93% of Google searches no longer generate clicks: how your company survives
Google has stopped sending traffic to send visibility. Find out why 93% of searches no longer generate clicks and what specific strategy your company needs to avoid being left out of the game.
