Losing traffic is one the most frustrating situation. But in many cases, simple or in depth analysis can help find the reason and restore the traffic back. Let’s see what are the critical reasons that can leads to traffic drop and how could we tackle it. The article is divided into 2 sections:
Non-Actionable Causes – That do not need any action and
Actionable Causes – That needs to be addressed properly to regain traffic
These are causes that do not need any attention to. Traffic drops due to these reasons can be temporary and may not be affecting a website in its long run:
Industries such as tourism, travel, etc will have seasonal drop and rise in traffic, comparing with their previous year trend will help identify if it’s seasonal or not. For other business, traffic can also drop during holiday seasons, so compare the traffic trend with previous years and see if the traffic drops in every season.
2. Temporary Hike
Sometimes a website may get a temporary bump in traffic may be due to any campaigns or other public programs. As the campaign ends, the traffic might seem to drop but actually the overall traffic will not have affected.
Before moving on to actionable causes, you might be interested in:
How to Get Google to Crawl Your Site And How Often
These are causes that need proper attention and in order to restore the traffic back to its initial stage, their remedies are to be followed.
3. Is Analytics Tracking Properly
Check for missing analytics tracking code in any of the website pages. If the traffic towards a particular web page or section is draining, then the webpage where analytics tracking code might be missing can be identified easily. Use the landing page tab under Behavior/Site Content in Analytics to identify the top landing pages of the website.
GA Checker is another free tool to identify if analytics tracking code is missing from any of the webpages of the site.
4. Google Algorithm Change
Check if Google has any updates in their algorithm and see how it has affected overall. If the traffic is affected badly, see what the update is about and make sure the site follows all quality guidelines from Google.
5. Incorrect Robot.txt File
Manipulating robots.txt file can accidentally leads to block a section of website or a page from search engine. This can lead to drop in rankings and there by a decrease in traffic. Fix the robots if it has any errors.
Also check the homepage and other main pages to see if ‘noindex’ tag has been applied anyhow.
6. Competitors Work
Competitors can sometimes overthrow your website by two means. Either they may be doing good SEO and content or they might be harming you by negative SEO (some ah might do that). So always keep track of your competitors. Do a competitor analysis and see what new methods they have adopted to improve their rankings. Also keep a track of your backlinks to see if there are any unnatural growth.
7. Website Speed and Hosting
Did the website hosting was changed recently? Did it affected the website speed? Check how the website is performing here and follow the instructions if it is performing bad.
8. Lost Any Backlinks
As said before always keep a track of the website backlinks to see if it has gained or lost any backlinks. High quality backlink drop can make you lose your ranking and can also take away your referral visits. Use ahrefs, for tracking backlinks and to find out the lost backlinks. Try to restore the backlinks by contacting the web owner and if it doesn’t work or not build more high quality backlinks towards the website.
9. Under Penalty?
Open Google Search Console and see if there are any error messages or manual actions implied to your website. There are different types of manual actions that Google can implement on a website. See if your website is affected and request reconsideration for your site and after taking necessary actions.
One of the above should be the reason for traffic drop towards the website. Find it out and proceed with the remedies and for most of the cases the traffic can be restored as it was in previous.
We are marketers and at the end of the day we will find a way to make our Clients happy!!! 😛