The most common cause of a sudden drop in website traffic is a recent update of the search algorithm. Sanctions, redirects, incorrect robots.txt rules, and ranking losses are other legitimate reasons why you may see a decrease in website traffic.
Fortunately, in most cases, if you are affected by a sudden drop in traffic, there are a few things you can check in addition to those mentioned above.
A decrease in site traffic can occur for several reasons. This post covers the four most common causes of site traffic drops, as well as solutions to each problem.
1.A new algorithm update has been released
For many companies, an update of the algorithm is the most common culprit for lower traffic to the site.
Search engines like Google and Bing are not relaxing. They are always looking for ways to improve the search experience, because a better search experience means happier users, and satisfied users means increased loyalty and market share.
Therefore, it is common for search engines to update their algorithms regularly. However, an updated algorithm can change the ranking of your site in search results. It can improve your ranking or reduce it, which affects your site traffic.
If a search engine such as Google, for example, updates its algorithm that moves your site from page one to page two for a competitive keyword, this can reduce your site’s traffic. substantially. This is because only 25% of users see the second page of search results.
Although your company can’t do anything about improving search engine algorithms, you can tailor your online strategy to account for these updates. A cross-channel marketing strategy, for example, can help your business gain site traffic from multiple sources.
If your site traffic decreases due to the algorithm update, it is also worth investigating the update. While search engines like Google rarely comment on algorithm changes, industry experts often compile research that highlights what the update included.
This information can help the team audit the site, and thus make potential corrections to improve your ranking.
2.Your site is HTTP, not HTTPS
An insecure site can also experience a significant (and permanent) decrease in site traffic.
Online security is essential, which is why most websites use the hypertext secure transfer protocol (HTTPS). HTTPS, compared to the HyperText Transfer Protocol, encrypts and transfers user data, such as secure credit card information.
In 2014, Google announced that HTTPS would serve as a small ranking signal for the search engine algorithm. However, in the years since, cybersecurity has become critical, which is why Internet browsers, such as Google Chrome, now alert users when they visit a site that uses HTTP versus HTTPS.
Full-page notification prevents a user from arriving on your site and encourages them to go “Back to safety.” Even if a user decides to visit your site, his browser will show that your site is insecure.
If you ask “Why is my website traffic declining?” and your site uses HTTP, you will need the help of a developer. With the help of your development team (or a trusted agency such as Detedi), you can update your site in HTTPS, which can quickly restore traffic to your site.
3.Your keyword strategy is out of date
An old keyword strategy can also create a slow, steady and consistent drop in traffic.
Companies that are experiencing a gradual decline in website traffic need to evaluate their keyword strategy. Even if you do not have a keyword strategy for SEO, it is essential to examine your content and what it ranks in the search results.
That’s because people (and their search habits) are changing.
Google Trends, a free tool, shows how search and even shopping habits change. Before the launch of the iPhone and the eventual takeover of the smartphone, people tended to look for a “mobile phone”. Now, however, most users are looking for “smartphones”.
If your company does not adapt to these types of changes in your industry, you risk losing valuable traffic to the site. This is because the content of your site will not seem relevant or useful to search engines has or users, which can lead to a lower ranking in search results.
Updating your keyword strategy is a time-consuming and resource-intensive process. Even if you have a small site, your team needs to invest time to optimize and review the content. However, the return on investment (ROI) is substantial and worth the investment.
Create a backup of your website traffic by following these steps:
- Check your keyword strategy for outdated or generic keywords
- Search for alternative keywords with a higher search volume and overall value
- Review the content to include these alternate keywords
- In most cases, your company will discover new content topics in keyword research.
This is a great gain for your business because it improves your content marketing plan and SEO strategy. In addition, new content can help your company rank in valuable search results and gain additional traffic to your site.
4.The design of your website has forgotten about SEO
A design that does not take SEO into account can cause devastating damage to your site’s traffic. Redesigning your site is an excellent decision, especially if you have an older site. A refreshed website looks modern and professional, plus offers a better user experience, which can increase your results.
However, the problem is that many companies forget about SEO when designing their website.
Even web design agencies make this mistake. While I understand design and how to create an attractive and usable website, I do not recognize the relationship between web design and SEO, and how a redesigned (or newly designed) website can hold traffic.
Some ways in which a website redesign can affect your SEO and traffic include:
- Replacing page content, including title tags and meta descriptions, with non-optimized content
- Create new pages for existing pages without setting up a 301 redirect
- Changing the structure of the site, without updating the sitemap
- Creating a new site design without including the Google Analytics tracking code
- In comparison, a site design can prevent your site from reaching your dream traffic levels. This is because without SEO, your site will struggle to appear in search results related to your industry, products or services.
- Because the design of your website affects your entire site, it is essential that you fix this problem immediately.
In many cases, it is a huge task to restore traffic to your site, such as after a redesign or abandoned keyword strategy. That’s why companies are partners with our full-service advertising agency.
With over 20 years of experience, Detedi.com has the skills and technology to help you. Browse our testimonials and advertising services to see how our team can help you.