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Technology and consumer preferences are driving ongoing innovation in digital marketing strategies. Search engine optimization has undergone its most dramatic shifts during the past four years. Users rarely notice these shifts, but for businesses, they can have a significant impact on how their brand is portrayed. For ecommerce SEO experts, these shifts always present a fresh challenge and an opportunity to evaluate the efficacy of their efforts.
Changes in traffic patterns are a standard indicator of an SEO update. Keep in mind that you must identify the origins of your traffic. Your website’s traffic data will reveal the page(s) where you began to lose viewers.
It’s a nightmarish reality to have your website’s traffic suddenly drop. Post-pandemic accelerated digital transformations have made a website presence for an eCommerce store necessary. Site traffic, measured in terms of unique visitors, is a crucial performance measurement for every online business. A website’s traffic directly correlates to its potential to spread brand recognition, create new business prospects, and strengthen existing connections. For this reason, a decline in website traffic represents a lost opportunity.
Declining website traffic is undoubtedly a matter of concern, but it is an issue that can be resolved. Various factors can lead to declining web traffic. Once you find the real cause, you can reach the solution more efficiently. Now, let us walk you through the step-by-step process of finding the probable reason and explanation.
You should check your Google Search Console first whenever you see a decline or unusual movement in your web traffic. The Google Search Console provides insight into a whole bunch of SEO metrics that can help you understand the stats of your organic traffic and much more.
In Google Analytics, navigate to Acquisition > All Traffic > Channels and compare the current number of visitors with those from previous dates to get an idea. For instance, if you don’t have statistics from last year, compare them to the previous month instead. This will help you understand the extent and period of the decline in traffic.
To illustrate, a decrease from ten daily visitors to five is not statistically significant compared to a drop from ten thousand daily visitors to five thousand. While the former might be an unfortunate coincidence or bad day, the latter may indicate something more serious, especially if it persists over time.
In the event of a tracking issue, like Google Analytics is unavailable or when you inadvertently install the tracking code twice, the results would appear far more severe than a simple drop in traffic would indicate. You can see a total breakdown in your visitor numbers or a drastic reduction in your bounce rate. If you’re unsure whether or not a specific page on your website contains duplicate or extraneous snippets of code, you can quickly check by using the right mouse button to open the page’s source.
For the most accurate traffic tracking, we advise utilizing Google Analytics. Nevertheless, if your GA traffic is significantly lower than expected, compare your numbers with those recorded in your control panel to see if they show a similar decline. If they don’t, the problem is probably with Google Analytics or your code rather than the number of people visiting your site.
It is essential to ensure that the correct site version is being tracked in Google Analytics if you’ve recently installed or updated an SSL certificate.
The best part is that an inaccuracy in tracking indicates your visitor numbers have probably not plummeted, and the problem is likely limited to inaccurate reporting. Changing this setting will quickly return your site’s traffic to normal levels.
Digital marketing as whole hinges on Google’s Algorithm and its regular adjustments. Everything that appears in search engine results is subject to the arbitrary will of Google’s algorithm. You, as a website owner or manager, are probably aware that your site’s position is contingent on Google’s algorithm and the effectiveness of your digital marketing techniques in coordinating with that algorithm. If you see a drop in your search engine rankings, it’s a good idea to investigate whether or not Google has implemented any updates to its algorithm.
Even while Google’s extensive algorithm modifications, such as Hummingbird and Panda, only occur occasionally, Google still makes several minor adjustments multiple times every day. Google’s algorithm is estimated to be updated more than 600 times yearly. Even though minor modifications won’t cause as much mayhem as major ones, they might still impact your site’s visibility and traffic. Keeping up with Google’s algorithm changes is, thus, crucial.
Your website might have significant flaws if you didn’t uncover anything useful in the three processes we just covered. The complexity of a problem necessitates a thorough investigation into its causes and a diligent search for a workable solution. Here is when you should give control to a professional or hire an eCommerce SEO Services Agency who will conduct a comprehensive technical audit that will help your site in the long run.
It’s safe to say that doing a technical SEO audit is no picnic. It’s a lot of moving parts, like a puzzle. Even though it’s best to bring in an expert, you can try your hand with free tools if you’re confident in your abilities. The following problems can be discovered and addressed with the use of a technical site audit:
Google’s SERP structure is just one of the hundreds of factors determining where your website appears in search results. Google has said unambiguously that a page’s ranking can change even if the page’s content and URL remain the same. Significant aspects of web design layouts can affect a page’s position in search engine results. If your website’s ranking drops after you make changes to its design, you may want to investigate the new SERP structure to see what went wrong.
Even if your website’s design is already optimized for search engines, it likely needs updating so that users can find it when they search. In addition, you must update your code snippet if you make any changes to your SERP layout; otherwise, your organic search ranking may suffer. Whenever you make aesthetic adjustments to your website, it’s wise to keep an eye on code snippets.
Your competitor’s ranking may have risen beyond yours, even though yours has dropped. If you had the top spot for a particular keyword in search engine results, and now you’ve fallen to second, it’s likely because someone else has surpassed you. If you want to know why your traffic is dropping, look at what your competitors are doing.
Ranking highly in search engines is a zero-sum game, so keep that in mind. If one rival advance, the other must retreat, and they can never be at the same level. Suppose you find, by analysis of past performance, that you have been losing ground to a competitor or competitors. In that case, you will need to devise a strategy to regain your footing aggressively. Hiring SEO Experts can help with this dilemma and get you back on track.
You may have lost an important link or links to your site from another website; check for lost backlinks.
Losing a link might significantly impact search engine results if you have a low link count, the connection is exceptionally high quality, or the link was shared widely. Depending on the type of link, it may be worth your time to see if you can get in touch with the site’s owner and have the link reinstated.
Anticipate your site to take some time to recover if you just experienced a large number of link losses; in the meantime, you should enhance your link-building efforts. A simple method to do this is to participate in roundups or offer quotes to people generating collaborative blog pieces.
A sudden drop in Google rankings could mean that Google has penalized your website. If you suspect a Google penalty, you may verify it by seeing where you stand on alternate search engines like Yahoo and Bing. Google’s workers take manual steps, which are more severe than the automated algorithm’s penalty. When a website is penalized manually for infringing Google’s rules, it is removed from search results manually.
Your first stop should be in the Google Search Console. The messages tab and the area labeled “manual action” are where you’ll find alert notifications. In addition, you’ll get advice and resources for resolving the issue.
Website traffic typically decreases when significant changes are made, such as redesigning or relocation. This is primarily because the site was not adequately advanced engine optimized before, during, or after its relocation or makeover. If this sounds like your website, you should probably double-check all the SEO aspects that drove visitors before making any changes; site migration and rebuilding can be complex from the perspective of how well search engines index and rank a site. However, these can be avoided if proper safeguards are taken. Repairing the harm should be a high priority if it has already been done.
Finally, remember that the value people assign to your website depends heavily on the information it provides. Google is careful about what it uses to determine a page’s or website’s rating. Thanks to technological advancements, AI can now understand the surface meaning of data and its larger context and implications. Outdated methods like keyword stuffing and clickbait no longer get results.
Google prioritizes sites that regularly publish high-quality, updated content on the search engine results page. Make sure to add new information and keep things seeming fresh consistently. What we mean when we talk about “excellent content” is information that the reader or viewer can use.
If you enjoyed this article, you would love our Free SEO Audit, which provides a comprehensive report of your website covering 60+ SEO Ranking factors. You can consult our experts to devise SEO strategies! Increase your organic traffic and gain momentum in your SEO activities with The Commerce Shop.