We are living in the digital age so it is quite understandable that traffic on your website has a direct relation to your company’s success. The data you can collect and analyze via Google Analytics is used as a tool for the best marketing strategies for several years now. It is the direct feedback on your visitors and the conversion rate, so you can keep track of what is working for you, and what you need to improve. Leading a business is a game of strategy, so if you notice that your website has a significant decline in traffic, the first thing to remember is not to panic. There are various reasons why this can happen, so you ought to find out the answers before any further steps.
Make sure the data is correct
This may seem quite obvious, but mistakes can happen, and it is a real possibility that the correct results were simply not fully uploaded. Nowadays, we rely on the Internet, perhaps even too much, but there are so many factors in the connection and servers which can lead to faulty data. This is why your first step of action after you’ve calmed down, is to visit your analytics and log into your admin account. You’ll have an option to check the tracking code, under the tracking info section. This option will allow you to see if all the data has been reported for the previous two days.
The most common reason for any missing data is some update on the website which has altered the code. Now visit your website and open the code to inspect, then type “analytics” in the search box. To open the search box, press the command/control plus f, and at this point, you’ll gain valuable input on your code. Hopefully, you will find the missing piece and an inappropriately installed code, which would mean you don’t have a problem, and you’ll have the easy fix. If your code is working perfectly fine, the search continues.
Understanding exactly what happened is the key to the appropriate solution. You should compare the results with several previous weeks and find the discrepancies. Check out the difference between the decline in both the organic and non-organic traffic, in order to draw any conclusions. Ranking on Google and SEO listings, in general, is a highly competitive field, so bear in mind that this may be a consequence of your competitors having a more aggressive approach to it. Optimization is the leading trend in digital marketing for years, and companies all over the world are investing more and more on a daily basis.
Investigate and pinpoint the exact problems in terms of keywords and pages when it comes to the decline. This can help you understand the reason behind it, and find several solutions. If you have a list of certain keywords that turned out to be problematic, you can simply alter them, or completely change. A lot of things can influence the context within the keywords, so regular inspection and modification is highly recommended. However, if you can’t find any specific problem, it may be time to check for issued penalties.
If the fall was very sudden, you may have been issued a Google penalty. There are several reasons for this to happen, and you need to check for manual penalties first. If this kind of a penalty has been issued, you were supposed to receive a message from Google. Go on the “security and manual actions” option, and choose “manual actions” field. You will either receive the message that no issues were detected, or the details about the issue, as well as a way to resolve it. Google reserves the right to do this, and it can happen due to some broken links or duplicate content.
Conduct a meticulous inspection of your on-site and technical optimization. Check the speed and any reported algorithm changes, along with the optimization for various devices. Maybe it’s time to update your website. Any loss of internal links, broken images or links, failed implementations of redirect can be a cause of your problems.
If there are no penalties and you can’t find any other issues we’ve mentioned, it is a possibility that someone has been posting damaging reviews. This kind of publicity can heavily damage the reputation of a company, reduce the loyalty of consumers, and negatively affect your brand awareness. In order to fight it, you’ll need to develop a campaign to help you get back on the right track. You should invest in the help of marketing experts in doing so, as it can be a challenging task. When you’ve found the source, you’ve found the reason. We suggest investments in paid ads, better optimization and the most engaging form – videos.
Over the past several years video has become the most attractive form of reaching people and engaging them, which results in higher loyalty and conversion rates. If you’re dealing with the misleading and damaging content, you should book a consultation and have them guide you to the best solution. There are many quality companies dealing with video production in Sydney, as we believe is the case with all the major cities. Ask for recommendations, or find a campaign which you’ve liked to find out who was working on it. This is the best way to do damage control. Additionally, reach to people who wrote said reviews and ask for feedback on your service. You can offer to correct the mistake, and they might change or remove their reviews, which would significantly help for future reference.
Whatever the reason behind the decline in traffic is, the only thing that matters is that you work on fixing it as soon as it happens. For this, and many other reasons, it is essential to constantly monitor, analyze and adapt your website, as well as your approaches in digital marketing. Optimization is a major part of it, especially now in 2020, and the future of it. Furthermore, it provides you with long-term results, unlike paid ads for example. Just remember, go one step at a time! And that there is always room for improvement. True leaders should always search for a way to make their business better, and turn it into a legacy.