Web traffic is an important data in internet marketing.
Website traffic, or the number of visits to your platform, can vary over time and for a variety of reasons. If you’ve noticed a drop in traffic to your website through your account Google analytics, a more in-depth audit of your site can find what is wrong. This article will tell you what to do to rectify it.
1. Identify which source of traffic has declined
The first step is to identify whether organic traffic or paid traffic caused this drop in traffic. If a PPC campaign paid has ended in your Google Ads account, it’s likely that fewer people are visiting your website. If this is not the case, you must look towards the organic traffic (the one that comes from the natural ranking in the search engines).
2. Is the entire site or a single page affected?
It is important to identify which section is experiencing a drop in traffic. In the Google Analytics tool, click on the tab “Acquisition”, “All traffic” and “Channels”. In the table, click on “Organic Search” and compare two different time periods. You will be able to see if a specific page has lost a lot of organic traffic or if the entire site is being targeted. If a particular page is affected, the problem is with that page. If it’s the full site, a recent update from Google may have affected your SEO.
Another tool that can analyze a drop in traffic is the Google Search Console. In the “Performance” section, it is possible to compare the data over a period of time which can be 7 days, 28 days, 3 months or 6 months. Filter the data by adding the column “Position difference”. Here you will be able to see the difference in the position of the keywords.
3. Possible reasons for lower traffic
Here are some reasons that could negatively affect your website traffic.
A Google update has been performed
Check daily what changes are made by search engines and what are the important criteria that determine a quality website. Updates may modify the algorithm or change the criteria for robot analysis.
The information on your page is no longer up to date
Check if the text and images are still current and if everything is working. Is the visual content clearly visible or has it disappeared? Does the information properly describe the product or service offered? If new features have been added, integrate them.
The keywords chosen to generate more traffic
The keywords that end up on your page may no longer generate search volume. Check if these are still efficient or if it is better to replace them with new terms. Analyze the competition to see what terms they are using. There are tools that can help you find keywords that attract more visits.
The content is not long enough
If the texts on your pages are relatively short, it would be wise to lengthen them by giving as much information as possible. This is because people may not be able to make an informed choice because they do not have access to more relevant information. Ideally, prefer content of 500 to 1000 words per web page.
A new player may have entered the market, making changes to the number of visits. See how your business can stand out from the competition.
Your website has lost back links
Internal and external links that point to your website attract a lot of traffic while improving your platform’s brand awareness with search engines. To rectify this, analyze the quality of your links and create new ones.