Ever witnessed a drop in website traffic despite maintaining strong SEO rankings for your top keywords? It’s a disheartening experience, but don’t jump to conclusions or feel penalised by Google for your success. In many cases, the decline may not be your fault, and there are steps you can take to rejuvenate your website’s traffic. Here’s a guide on what to do when facing traffic dips despite solid SEO rankings.
Investigating Traffic Drops with Consistent Rankings
1. Check Search Trends
Start by examining search trends using SEO tools and Google Trends. Distinguish between search terms and topics to gain insights into the cultural impact on specific queries.
2. Evaluate New SERP Features:
Keep an eye on new SERP features that may impact organic click-through rates (CTR). Some keyword tracking tools provide metrics indicating the position of your result on the page, helping identify potential issues with these features.
Adapting to Changes in Search Volume
If SEO alone isn’t sufficient, consider these strategies to address shifts in search volume:
1. Leverage Social Media:
Explore social media platforms to understand and tap into emerging trends. Share valuable content related to your niche and connect with your audience creatively. Social media can influence search demand, providing a boost to dwindling interest.
2. Traditional Advertising (Above-the-Line):
If the budget allows, collaborate with the marketing department to invest in traditional advertising channels such as TV commercials, radio ads, and magazine ads. Craft compelling messages to re-engage your audience and drive them back to your website.
3. Below-the-Line Strategies (B2B):
In B2B scenarios, consider below-the-line strategies such as trade shows, direct mailers, and conferences. These methods help you reach an audience that may not be actively searching for your services but can benefit from your offerings.
Addressing the Impact of New SERP Features
When confronted with new SERP features affecting traffic, follow these steps:
1. Understand SERP Features:
Explore the mechanics of new SERP features and determine how they function. Identify commonalities among pages ranking in these features, focusing on content structure or schema markup.
2. Exercise Patience:
Recognise that SERP features come and go. Assess whether it’s worth the effort and resources to rank in these features or if they are temporary tests that will fade with time.
Analyzing Traffic Declines: Permanent vs. Cyclical
Determine whether the drop in traffic is a permanent shift in your niche or a cyclical event:
1. Use Analytical Tools:
Leverage available tools to analyze audience behaviour. Assess whether the decline is a long-term effect or a potential cyclical event that could be reversed.
2. Adapt to Market Changes:
Consider adapting to changes in the market. For instance, in the entertainment industry, a new franchise or experience might revive interest, while in declining sectors, exploring alternative business avenues may be necessary.
By combining SEO insights with a holistic approach to changing market dynamics, you can navigate and mitigate the impact of traffic drops on your website effectively.