I've acquired an old regional portal.
It's 15 years old.
It got frames, animated gifs, old html tags, it's the 90s here.
It was and still is ranking pretty well in Google for a wide range of keywords.
For the record, I think I have a good handle on SEO basics and some.
I've been updating the website (removing frames, old html tags) and cleaning up the content (without removing any content).
I'm keeping the old url structure. Using 301s correctly if needed.
Correcting broken links, etc.
I also switched the hosting flawlessly (no downtime).
It's a clean host.
Before I made any changes, I let it run a little with Google Analytics / Webmaster Tools.
I've added one GoogleAds.
Since I've made changes, Webmaster Tools reports a 30% decrease in search impressions.
Is it normal because of the changes even if nothing drastic happened ? Am I doing something wrong ?
I'm almost feeling sorry for not simply spamming the dying website with ads... but I'm sincere about giving it a 2nd life.
Thanks for any cues (especially someone who did that before).