We see a lot of great brands experience declining website traffic stats. It’s perplexing — and can really impact your sales and revenue. For some, the problem starts gradually and gets worse steadily. Others are perfectly fine one day; but disaster seems to hit the next.
It’s essential to get to the root of your problem and determine the underlying cause of your loss of website traffic. After all, without traffic to your site, how can you do business with the world, right? But, it can be a difficult problem to diagnose. Several issues could be at play, or your website may just be outdated.
Here are some of the most common reasons your website is losing traffic:
1. Your website hasn’t attracted enough steady visitors…yet
If your site isn’t attracting traffic, in the first place you’re going to feel like it’s losing traffic once the initial “new” wears off. Common reasons for lack of website traffic include:
- Your site is less than six months old
- You are making simple SEO mistakes
- You lack content, or the content you have isn’t good enough quality
- You aren’t using social media to promote your site
2. You’re the victim of a Google algorithm change
It’s not uncommon for Google to roll out an algorithm change; we know there are always more to come. The most recent updates have included functionality changes that help Google better understand and process natural language, indexing bugs, and marking all non-HTTPS sites as “not secure.” The gurus at Google are always on the hunt for new ways to elevate user results and dismantle the efforts of those “black hat SEO” experts – but they don’t always announce what they’re going to do, or even what they’ve done.
The best way to determine if you’re affected by an algorithm change is to analyze your web traffic and determine when your traffic dropped. Check out this page to view the dates Google changed their ranking algorithm.
3. You are too reliant on organic SEO traffic
While organic traffic from search engine referrals is nice (and quite handy), you can’t rely on it alone to drive users to your site. At LimeLight Marketing, I encourage clients to diversify their website traffic. We help clients generate traffic from email newsletters, blogs, comments, social media, and other methods of inbound marketing to generate leads. Some clients are afraid of crossing that line of being guilty of spamming members of their mailing lists, which is a concern.
But, utilizing those contacts for generating traffic is essential. Of course, you can also generate website traffic through advertising, both digital and print, and through paid social media ads.
4. Your site offers poor usability
A website that is difficult to use or loads slowly is going to lose users’ interest. We find that many users are utilizing the web via their mobile devices, which increases the need for a website to offer a mobile-friendly option. If the design of your site is clunky or requires a lot of click-throughs to find the desired information, users will resort to alternative sites for their interests. A website redesign may be in order.
5. Your site has poor or stale content
Google rolled out an official hit on content quality in 2011. It continues to monitor sites and penalize them for poor grammar, spelling mistakes, and content that serves no use for the user. Sites with duplicate content or plagiarized content may have their ranking knocked down a few notches, which decreases the chances of website visits.
Additionally, if your content is stagnant, people will not return to your site for more visits. Updating your website with relevant content that is useful to the reader will increase interest. Writing regular blogs and changing up offerings can have a significant impact on your website traffic. And keep in mind that as you create new, fresh content for your site, you are also gaining opportunities to include keywords that will help drive up your SEO rankings.
It’s always best to have a content marketing plan to keep you on track and ensure you consistently create great content that’s relevant or useful to your target audience.
Some reasons for losing website traffic may be more serious than those listed. It’s always a good idea to ask a professional for assistance or analysis, before you jump to any conclusions. LimeLight Marketing can help – contact us today.