In this blog post, I will be sharing 5 tips for a falling website traffic. All websites will have a certain amount of fluctuation in traffic. You know what a normal range is for your own website. If you see a significant drop in traffic, your first response is probably to undo the latest change you made in a panic. Don’t do that—there are many reasons your traffic might drop.
First, make sure that the drop in traffic isn’t just a problem
with your date ranges. If you’re looking at today’s date, remember that not all
of the traffic for today has come in yet. Also, considering what a normal
fluctuation in traffic is for your website, are you sure this is serious?
Next, check with your IT consultant for technical issues. If your site is down or loading very slowly, your traffic will drop. Or, if you or your webmaster has accidentally deleted your tracking code, it will seem like you’re not getting any traffic at all even though nothing has changed.
Lastly, check the news. Is there a major power outage, a
holiday, or some other news item that may explain a drop? If you’ve confirmed
that this is, indeed, a drop in traffic that isn’t caused by technical or
external issues, then move on to boosting your falling website traffic with
Check for Penalties
If you get a manual penalty
from Google, you will see an immediate drop in traffic as either the affected
page or your overall rankings fall. Most drops in traffic aren’t explained by a
manual penalty from Google, but it is simple and definitive to confirm whether
or not you have one. Check for notifications on Google Search Console.
If you indeed have a
notification, it is probably for tactics or content that is black hat or
content that seems like a spam. If you are working with an SEO firm, you
need to talk to them about why they would use tactics that are penalized by
Google and find a new firm. You will also need to correct the mistake in order
to remove the penalty and regain your traffic.
Compare Traffic Channels
It can be helpful to
determine which kind of traffic is falling on your website. If it is paid
traffic, consider whether you’ve just stopped investing in an ad. That can
explain the drop itself.
You may also want to
compare branded versus unbranded traffic. Branded traffic is website traffic
from people who are directly visiting your website, not being referred by a
link. They may be searching for your company name directly on Google, so you
know that they already know your business. If you see a drop in branded
traffic, it could be a PR issue. Perhaps fewer people want to connect with your
Pause Your Ads
Another possibility is
that paid search results traffic is cutting into your organic
traffic. To some degree, this is expected. While investing in paid traffic may
reduce your organic traffic it should boost your overall traffic.
Occasionally though, your
paid traffic only cuts into your organic traffic. It is possible that you have
such a strong presence on the paid keyword, that there is no benefit to buying
ads there. The only way to know if your paid ad is responsible for your traffic
drop is to pause the ad and see if your traffic resumes at previous or expected
Check for Lost Backlinks
If you segmented your
traffic and found that your referral traffic dropped, it is time to look
into your backlinks. If a few pages have dropped in traffic and they also
happen to have lost backlinks, there is a good chance you’ve found your
How do you get your links
reinstated? Sometimes it is a matter of emailing those who used to link to you
and asking what’s going on. Maybe your content needs a refresher to stay
relevant. Maybe your competitor has won the link. Or, maybe the content that used
to link to your site is gone entirely.
It can be a challenge to regain links, but if your content once attracted back links, it can attract new ones now. The best strategy is to update the content, add to it, and republish it or re-share it through your social media platforms. Essentially, make sure it offers even more value.
Check Your Competition
Are you losing rankings to
your competition? Maybe you haven’t lost the spot yet, but your competitor has
offered a brand new piece of content that is offering more value than your own,
and it is already taking your traffic.
If so, you have two
options. You can concede that ground and focus on keywords or
strategies your competitor has not yet invested in, or you can focus on
head-to-head competition if you think you can succeed against their latest
efforts. It will depend on your competitors and the resources you can dedicate
to the task.
the traffic of your website plummets, it is critical to turn back to the
principal ways you build an audience by offering your visitors valuable content
and focusing on great user experience. When this is done, your website will
reap the rewards in traffic over the long term.