an analysis for drops in organic trafficFor a web marketer, few things are more disconcerting than a sudden drop in traffic to your site. While you might be worried that your customer base is no longer interested, the truth is there are numerous reasons for organic traffic to plummet – and an equal number of ways to correct the problem using search engine optimization tactics. SEO is always changing, and it can be hard to keep up with the latest strategies if you’re not paying close attention.

That’s where our experts come in. Our team is constantly on the lookout for the latest Google algorithm updates and the latest trends in the industry to help businesses improve their digital marketing. As a result, our team is equipped with the tools, experience, and knowhow to properly diagnose the reasons you are seeing a dip in traffic, along with tips to improve your traffic generation efforts moving forward.

1. Missing Links

If your organic traffic has dipped in recent months, the problem might be that your site has lost some backlinks. This is especially impactful for sites with a smaller backlink profile, as they’re more vulnerable when a link or two breaks or is removed. It’s important to check to see if any of your links have actually been removed or if you have acquired any spammy links. If they are indeed gone, it’s important to try to understand why and start link building again.

2. Overusing Keywords

One common issue we frequently encounter is that a page is over-optimized for a keyword. While it’s important to use the focus keyword throughout a webpage, it’s easy to go overboard with it. If you have noticed a drop in organic traffic to a specific page, count the number of instances of a keyword on a page. If the number is high, try to revert back some of the usages or try using other keyword variations.

3. Penalties

The fact is that Google penalizes websites that use search engine optimization tactics that directly go against Google’s guidelines in an effort to increase their rankings. If your traffic has dropped, check to see if you’ve been penalized for one of the following misdeeds:

  • Failing to add or update content
  • Posting spammy or duplicate content
  • Using paid or manipulative backlinks
  • Having ad-heavy pages

It’s also important to note that Google updates its algorithm on a regular basis. These changes are designed to improve the quality of search results but can cause dramatic changes within the SERPs. A change in Google’s algorithm could explain your SEO traffic loss.

4. Tech Issues

It’s only natural for marketers to be concerned with how their sites look. However, if your sole focus is on content, you might be ignoring some crucial technical issues affecting your website. The following tech SEO issues could be causing your website to lose traffic:

  • Pages marked with no index tags
  • Pages with slow page speed
  • Multiple pages with the same information/keywords

Consider investing in the back end of your website to ensure that everything is properly in place, or invest in SEO consulting services for a professional overview.

5. Content Changes

Refreshing your web content can be a smart move. But if you’ve recently made significant changes to your site, it could be affecting your SEO traffic. When copy changes are made, Google has to reexamine a site to determine relevance, so you might notice a temporary – or not-so-temporary – dip in traffic. Similarly, if you deleted pages from your site in an effort to improve user experience, the gaps in content might lead to a traffic drop. For best results, reexamine the changes you made to see if they could have had a negative effect on the site overall.

6. Duplicate Content

As a marketing professional, you probably know the dangers of passing off someone else’s copy as your own; after all, Google penalizes sites for using duplicate content. It’s common for companies to try to use content for other websites and add it to their own. This is common for businesses who do not have a copywriter on staff to do. in order to prevent a penalty, create new, organic content that focuses on answering your customers’ most important questions.

7. Site Speed

How long do your website pages take to load? If your site is slow, this could be the reason for that drop-in search traffic. Additionally, a slow-loading site could be affecting your bounce rate. After working hard to direct users to your page, the last thing you want is to lose them before they have time to make a conversion. If you have a WordPress website, you should consider a WordPress Support Plan to ensure your website is loading as fast a possible on all devices.

8. Mobile Friendliness

Just because your website looks great on a laptop screen doesn’t mean your work is done. If you do not have a responsive web design your site will not load well on cell phones or tablets. It can be frustrating for users to try to access your website from a device and be unable to find the information they are looking for. This poor customer experience can directly affect your bottom line. For best results, make sure your website is responsive on all devices and have fast page speeds. Additionally, you should offer large, easy-to-click buttons that let users call for more information or make a purchase.

Let Our Experts Increase Your Organic Traffic

Contact our team of digital marketing experts or get a free quote to recapture your lost web visitors with SEO consulting services. Our team has the knowledge and experience to handle all your SEO needs. Give us a call at 855-473-6582.

Mark Alperin

Vice President of Digital Marketing at Lead to Conversion
Mark Alperin is the Vice President of Digital Marketing at Lead to Conversion. He’s been working in SEO, social media and content marketing for almost 7 years.

He got his start doing SEO at an enterprise level with a nationally recognized B2B company, leading their SEO, Social Media and web marketing initiatives. After spending a few years on his own working freelance for small to medium size businesses and agencies alike, he joined the Lead to Conversion team. He loves inbound marketing, cohesive, integrated campaigns and providing a direct impact to the businesses he works with.

Mark has a diverse background with diverse interests. When he’s not working, you’ll likely find Mark outside and on his bicycle. He also loves to cook, read and learn.

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