What is PPC? Pay Per Click Marketing
What is PPC? Pay per Click Marketing
June 5, 2020
5 E-commerce tips to Boost Sales
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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.

5 Tips to Raising your Falling Website Traffic
5 Tips to Raising your Falling Website Traffic

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 these steps.

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 brand.

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 levels.

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 problem.

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.

Whenever 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.

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