My Traffic Is Dropping
So your website's traffic is dropping. Regardless of whether your traffic has recently started to decline or this has been a more drawn out trend, falling numbers are always concerning. If your site is experiencing falling traffic, don’t panic! These drops usually can be narrowed down to a particular cause and when you find this cause, help is just around the corner. Fortunately, most of these causes can be remedied with tailored Search Engine Marketing.
Traffic losses from changes in search engine algorithms happen to the best of us. Whether these changes are abrupt or gradual, when our organic rankings drop the impact on organic traffic can take a painful chunk out of overall site traffic.
A comprehensive Search Engine Optimization (SEO) plan can combat this drop in traffic in a variety of ways. SEO takes into account how search engines view your site and how customers view site listings in search results. If one of these factors is lacking or falls below industry standard, your site traffic might pay the price. If you experience a drop in traffic after a new website launch, poor SEO is probably the culprit.
A strong pay per click (PPC) program can be the key to steady traffic. When PPC falls by the wayside, overall site traffic can drop substantially and bring down your bottom line.
There are a wide range of reasons why paid search traffic can fall – maybe you have more competitors in the paid space than you did before, and they’re occupying the top of page positions. Perhaps your PPC traffic has stopped altogether due to something as simple as a payment failure. Whatever the cause of a PPC traffic downturn, it’s crucial to keep a close eye on your paid search performance daily to prevent these types of issues.
Mobile phones are the new norm for searching the internet. Recent statistics show that adults spend over 50% of their total internet usage on mobile phones, compared with 42% of time spent on computers.
If your site does not perform optimally on mobile phones, chances are that you’re shooting yourself in the foot by cutting yourself off from over half of the world’s internet users. If search engines determine that your site is not mobile friendly, your search rankings can suffer. To find out if your site is mobile friendly check out Google’s mobile friendliness test.
If your on-site content hasn’t changed for several months—or worse yet, if you have no content at all—you may see a steady downward trend in your traffic. Keeping content on your site fresh and frequently updated can be a great way to increase overall traffic. Content development serves two critical purposes in terms of delivering site traffic. First, it keeps users interested and engaged with your site, giving customers a reason to return. Second, it keeps your site fresh and valuable in the eyes of search engines. Developing content that adds value to your site can be invaluable in terms of boosting traffic and site authority.
Various aspects of website design can impact both overall traffic to your site, and how users behave once they have arrived. Using modern responsive design and optimized pages for products and categories can help boost your site in search engines.
Depending on your platform, website design might be the culprit for your downturn in site traffic. Many outdated web platforms or neglected custom hand-built platforms fall out of favor with search engine algorithms and account for slowdowns in traffic. If this is a cause of traffic loss for your site, you may want to look into building a new site on a web platform optimized for your industry.
There are virtually infinite possible causes for a downturn in site traffic. If none of these common reasons apply to your site, you may be experiencing a combination of multiple causes. Or you might have a less common issue. Try sharing information about your site with professionals to help determine the root cause of your specific issue. If an immediate answer isn’t readily available, a site audit may be in order. Audits can show you which aspects of your site are performing well, where there are issues, and where your opportunities lay. Using the insights gained from site audits to improve your site can help turn around declining traffic trends and even fix issues you may not realize you have.