When your site grows and traffic increases, it’s amazing. Conversions are up, page views are up and the world is full of rainbows and butterflies. Suddenly, clouds start rolling in and a unicorn with a bad attitude knocks you down and laughs. Traffic drops and you weep as the color drains from the world.
When traffic starts dropping, it’s a big deal. Your conversions decrease and less money is bad for everyone. You need to know why traffic dropped and fix it.
Consumer Interest Waned
When you sell a specific type of item or product, you run the risk of a shift in consumer trends. Sometimes there’s no problem with your website or Google. It’s that less people search for your keywords. If you have any contact with competitors or suppliers, then ask them about traffic to see if it’s an industry trend.
When there’s a shift because of new technology or trends, your site traffic goes down. Fewer people want your service or products. It could also mean the way consumers use content is changing. Besides blogs, they’re looking at videos and podcasts. If your keyword rankings are good, but traffic still drops, then it could be consumer interest.
The best way to combat this is to diversify content by including videos, etc. You can also try and incorporate more high volume keywords on your site to make up for lost traffic.
Mobile Issues Dropped Website Traffic
It’s no secret that people abandoned desktop searches for mobile. People do everything from a smartphone or tablet. Laptops sit collecting dust. It’s estimated that 47 percent of consumers search for products on their smartphones every week. There will be 211 million smartphone searchers by 2020.
Google implemented mobile first indexing and mobile usability is a factor in ranking. It’s not enough to have a mobile site; you need to have a great mobile site. That’s what people see.
If your desktop site doesn’t have responsive web design, it’s costing you traffic. If your site isn’t user friendly for mobile phones, it’s costing you traffic. If there are technical issues on your mobile site, then it’s costing you traffic.
E-commerce sites need to keep a close eye on their third party shopping cart to make sure there aren’t any issues.
Google Updated Again and You Lost Site Traffic
Google’s a jerk. I’m saying what every person negatively harmed by an algorithm change has said, but in more family friendly terms. The Google algorithm is like a fruit smoothie. They’ve got a blender with all these ingredients and then they throw something new in the mix and hit puree.
Who knows what it’s going to taste like, but for many it leaves a bad taste in their mouth. The company tries to make things better for searchers and that’s super important. They do it by randomly updating and then seeing what happens.
These roll outs happen all the time and they never tell anyone. Most of the time the change is negligible and you don’t notice. Every now and then, they decide to throw 10 pounds of kale into a strawberry smoothie and everyone notices.
If Google hit you with an update, it’s a slow process to get your traffic back up. Your rankings drop. Until you know what they did and how you can fix it, you’re stuck. It can take months to rebuild from an update, so get to work and get some website SEO.
Webpages Aren’t Indexed
How many pages are on your site? Basic websites can have a handful and others can have thousands of web pages. If you want traffic, you need indexed pages. It makes sense.
No one’s visiting a web page they are not seeing on Google. Sure, they can get to it from the main page, but wouldn’t you rather have them go straight there from the search engine?
There are many reasons why Google doesn’t index web pages. If you’ve recently had a website redesign or new website built, then the programmers may have forgot to unclick “no index.” You could have made a page “no index.”
Many times the problem comes about because Google is unable to access the page. Google sends out bots to check sites. If those bots can’t access the page, they’ll consider it low traffic or it might come up as a 404 error and de-index.
Why can’t they access it? Well, it could be spam bots hitting your site and blocking out Google. Think of it like a giant freeway a…super highway…and the bots are the cars on the road. Everyone is heading to the same destination. If spam bots and general website traffic are in large numbers, the Google bots are stuck in a traffic jam.
Your server either slows down throttling traffic or stops showing the page. They’ll give up and take the next exit ramp, leaving your site. No index means no traffic.
Check Google Search Console to see indexed pages. You can also ask for pages to be indexed and submit a site map to help Google know what pages to index.
Unsecure Makes Consumers Insecure
Google Chrome is the most popular web browser. Every day millions of people use it to view web pages. Up in the upper left corner of the URL is a little lock. It means you’re using a secure HTTPS. Without it, people see “Not secure.”
Google wants everyone to have secure access. We live in a world of data breaches and consumers worry about giving out information. HTTPS added another layer of security for data sharing. Consumers who see “unsecure” may be insecure about giving information on your site. This may not impact first time traffic, but it could keep them from coming back.
Don’t Ignore Traffic Drops
Expect the occasional traffic drop. It’s part of doing web business, but investigate steady, sudden or long term drops. If you want more information about the best way to combat traffic drops, visit our website.