So you have your website running. Business is good, the sales are coming in, and everything is on track…
Then you notice something.
Your site analytics show that for some reason, your website is not getting as many visitors as it used to. True, all businesses strive for more traffic. Human nature (and SEO services!) drives us towards getting more and more traffic to our web property. This is simply because more traffic to your website means greater customer outreach, quality engagement, more sales and ultimately more business. After all, that’s what we strive for. So obviously a drop in site traffic is something that should be taken very, very seriously.
What can cause your website traffic to drop?
Drop-in web traffic can be the result of many factors, but broadly they can be classified into two types:
- Direct factors
- Indirect factors
Let us look at some of these in detail:
Direct Factors
These are factors that are directly related to your website, and can benefit should you or the digital marketing services engaged by you act upon promptly.
- Low-Quality Content-
Ask any digital marketing company the one factor that drives traffic, and they’ll give you the same answer: high quality, relevant content. In 2019, there are 1,518,207,412 websites on the internet (source: millforbusiness.com). That’s a pretty big number! So you can imagine that the only sites which will be able to drive quality traffic are the ones providing rich and useful content to the customers. So pay close attention to your content strategy, post regularly and be active on social media.
- Using Outdated Keywords-
If your site has been active for many years, chances are that you are still targeting keywords that have become obsolete. Appropriate and targeted keyword research by competent SEO agency in India will help to improve your site’s ranking on SERP’s.
- Technical Issues-
Often, a site’s performance online is affected by technical glitches. Broken links, server overloads, recent site overhauls and more can affect how search engines index your site and drive traffic. So be careful.
- User Experience (UX)-
How your users experience your site is vital to whether they become loyal patrons or not. According to Matthew Martin of Spade Design, your UX directly affects your site rankings and hence the business. To be sure to deliver a solid UX, consider hiring a professional website development company.
- Think As Your Customers Do-
would you rather visit a site with a clean, pleasing design and lightning-fast pages which clearly defines what you want from it, or a sluggish, cluttered mess that hurts your eyes? The choice is no choice at all.
Indirect factors:
This refers to factors that are not directly related to your website but can still contribute towards bringing down your traffic.
- Algorithm Changes-
Search Engines (especially Google) are always looking for ways to deliver the most relevant results to users by making changes to their search algorithm. For example, on 12th March 2019, Google launched the March 2019 Core Algorithm Update. As with any update, the changes will have an effect on the rankings and traffic of most sites. While you can do very little regarding how search engines update themselves, you can always consult with a digital marketing company that provides SEO services in India to make sure you can take advantage of the changes and improve your traffic.
- Changing Trends-
Industry trends and customer preferences will always change over time, and while you may not be able to control how they change, you can always build your marketing strategy around it. Share your brand info with your digital marketing services, and they can help you to identify the latest trends and how to leverage the same to your advantage.
