When your business has an established online presence, your website traffic serves as one of most significant key performance indicators. Higher website traffic builds a higher number of audience awareness, prompts inquiries and generates more sales. Also, repeat visits from the same individuals exhibit repeat customers.
However, when you notice that your website traffic suddenly tanks, you will quickly miss out on opportunities that damage your conversions and sales.
While a sudden drop in your website traffic should be taken seriously, remember that their are common reasons responsible for this..
Let’s discuss below…
Slow Page Speed
These days, we as digital users expect our online experience to be up to speed and easy to use. With this in mind, when a page takes longer than 3 seconds to load, you can expect a much higher bounce rate, and this notifies Google that people don’t want to see your content.
There are many digital elements that may be affecting your page speed, things like big files, too many plugins, and your web design.
If you notice that certain elements on your website take longer to load, your options are to modify them or completely remove them.
When your users are quickly bouncing away from your site due to slow load times, they are likely heading to your competitors for a better online experience.
When your traffic suddenly plummets, it may be due to your competitors stepping up their game.
Ensure that you or a delegated team member is constantly monitoring the digital efforts of your competitors, such as their latest SEO strategies, current content and new promotions.
Finding out who’s ranking or who’s getting ahead of you and how they’re outranking you will reveal what you need to do to perform better than them.
Website and design changes
In some cases, you may have applied a few website changes which have influenced its performance. Design changes affect load times and page speed most of the time. Additionally, if you’ve done website migration, see if all the elements are still intact.
Here are a few things to check:
- Properly loading images
- No issues with your content
- The inbound link structure is working
- Google Analytics, Google Search Console and Google Page Speed Insights frequently
Lost links can be a major reason why your website traffic is dropping. When a page drops an inbound link, Google interprets this to mean that your website has lost its authority.
In turn, this leads to lower rankings, lower site visits, and less traffic.
Link building is one of the most effective methods to increase your website’s ranking within search engines since it validates your content and website’s credibility.
If you think that link loss may be the reason for your sudden drop in website traffic, you can prove it by using backlink checker tools.
You can always restore lost links by pursuing other link building strategies like:
- Guest posting
- Links from influencer marketing
- Generating more social media shares
Algorithm Updates and Trends
Sometimes, algorithm updates are to thank for your drop in web rankings. Algorithm updates are forward-looking adjustments that help to generate the best, most relevant results based on submitted queries, page relevance, content quality, and uniqueness. Google may have penalized your site as a result.
To check if your website received a penalty from a search engine, investigate to see if your website isn’t ranking on one search engine but is still ranking on another.
You can use Google Search Console and look for notifications in the message menu. Head over to the Manual section where you can find a list of non-compliance or broken guidelines Google may have identified on your website.
To help avoid these issues in the future, focus efforts on producing high-quality and informative content over cheap tactics.
Keyword cannibalization occurs when several pages in your website are fighting to rank for the same keyword or search query. This can be caused by either the topic that the pages are covering are too similar or you have accidentally optimized some pages with the same keyphrase a page is already optimized for.
You can check for keyword cannibalization through Google Search Console.
Just head over to the performance report, and you’ll automatically see a list of queries people use to find your site. Click one of these queries in the “pages” tab, and a list of pages and URLs that are ranking for it will display.
If there are many URLs showing, this could mean they’re working against each other. There will be associated stats beside it that will help you assess which page is the most valuable for that particular query. Then make the necessary adjustments.
Tracking code errors
Is your tracking code properly implemented and working?
A traffic drop may just be a case of the pages not being properly tracked by Google Analytics, or a Tag isn’t working properly.
Check that the code is working properly, and if needed, contact your professional web developer to check it or you.
Broken redirects can be influencing your drops in rankings, especially if you recently launched a new website or transferred to a new server.
Ensure that you have implemented a 301-redirect strategy. 301 redirects signal to search engines that a particular page (or pages) on your website has been moved, and you’re asking them to send all visitors to that new address and not your old one.
Remember that when moving your page to another URL, it will take search engines some time to recognize it and rank it the way it was ranked before.
The implementation of 301 redirects depends on your hosting site or server. Most platforms offer solutions or plugins that can help the user implement redirects easily.
Search engine optimization (SEO) is here to stay, and it will continue to evolve to enhance user experience. While it is possible to effectively leverage these digital tools to your advantage, the never-ending updates involved encourages a more proactive approach.
Our team here at MCDA CCG fully believe that a business’s competitive edge is based on its ability to keep strong in all working areas – digital marketing included. We expect business owners to focus on running their business, not concern themselves with the complexities involved in algorithm changes, web design, backlinks, and social media strategies.
It’s becoming a full-time job on its own. Leave it to the digital experts and contact us today to see how we can help optimize your online presence – to drive your website traffic, prompt inquiries and lead to more sales.
Call our office headquarters in Placentia, Orange County, California today to hear about our special, year- end deals!
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