As a business owner, you know that driving organic traffic from Google to your website is important. It accounts for more than 40% of the revenue made through online marketing efforts.
If you’ve noticed a slow down in Google traffic, you need to take care of it right away. Remember, this isn’t the same as the traffic from paid advertisements like Google AdWords. We’re talking about organic traffic, something that takes a lot of work to increase.
Various elements on your website affect organic search traffic which can make this task a little harder than you’d expect. The good news is that if you find where the issue lies, you can resolve it and get more Google traffic.
Check out the 5 common reasons that might result in a decrease in organic traffic from Google below.
1. Changes to Google’s Algorithm
Google updates its algorithm at least once a day (sometimes more often) and did so every day in 2018. That accounts for almost 600 changes in a single year!
Minor changes do not cause concern, but you need to pay attention to any major algorithm updates like Panda or Hummingbird. If you do not modify your business’s website to reflect these updates, your organic traffic will suffer due to your rankings dropping.
Follow an SEO blog or hire an SEO professional to help you understand Google’s algorithm updates. This will help you to better strategize your website’s SEO, maintain rankings, and avoid any damaging penalties.
2. Disappearing Links
Losing direct links to your website often accounts for a decrease in organic search traffic. Not only does this loss translate to less referral traffic, but it also affects your Google ranking.
The effect of a lost backlink depends on how strong it was. For example, losing a backlink from a website that has a domain authority of 82 will have a significantly bigger impact than losing a backlink from a site with a domain authority of 14.
Google uses these backlinks to prove your site has authority and value. When they disappear, it communicates to Google that it should lower your ranking.
3. Poor Quality Content
The Panda update from Google changed the algorithm to identify websites with low-quality content. Google does not want these websites to appear high up in the search results, or at all.
When publishing content on your website, it’s important to prioritize readers over your SEO approach. Consider the following things:
- Are there any grammar errors in your content?
- Does your content appeal to readers (e.g. is it a massive chunk of text)?
- Are your keywords used sparingly or do they account for a big percent of your word count?
- Is your content engaging and interesting?
The list could go on but the bottom line: write for your readers, not for Google.
If your business website’s content does not offer true value or it’s difficult to access, Google decreases your ranking. This, in turn, leads to a drop off in organic traffic.
4. Website Changes or Migration
Have you recently made changes to your business’s website or migrated it to a new platform? You may have messed up your site’s optimization during the update.
Be sure that you double check for any:
- Changes to the site’s informational architecture
- Failed redirect pages
- Interruptions to service
- Slow-loading pages
- Disappearing metadata and content
- Vanishing images
- Broken links
- Mobile responsiveness
Fix the problem as soon as possible to mitigate your traffic loss. There are plenty of site monitoring tools available which make it easy to catch these types of problems early on.
Pingdom and GTmetrix are both free tools that will analyse your site and flag any concerning issues, so be sure to take advantage of them both.
5. Neglecting Google Search Console
Finally, if you don’t currently use your Google Search Console, you need to start. Learning how to use Google Search Console will help you better understand your website as a whole.
The Search Console can help you catch any small drops in traffic or other issues affecting your ranking from crawl rate to site errors.
Again, this is a free resource offered by Google so there’s no excuse for not – at the very least – checking it out.
Google Traffic: Organic? Paid? You Need It All!
If you notice a drop in your Google traffic, don’t ignore it! 51% of your business website’s traffic originates from organic search results pages. It’s crucial that you monitor your Google analytics carefully.
The same goes for any of your paid search marketing campaigns through Google and Facebook. The creative minds at KonvertLab know all about pay-per-click marketing. We offer unconventional advice to boost your conversion rates and drive more traffic to your business’s website.
Contact our team at KonvertLab today for a knowledgeable partner that will make your next Facebook Ads or Google AdWords campaign a success!