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Falling website traffic

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Table of Contents:

  1. Website traffic – why is it important?
  2. Reasons for falling website traffic
  3. Little traffic on the site and phrase change
  4. How to increase website traffic?
  5. How to check why the competition is ahead of you?
  6. Analyze your competition and find new phrases
  7. How to boost positioning?
  8. What can you do when you lose positions on Google?

In e-commerce, every average internet user is a potential customer. The lack of traffic makes the site virtually useless as no one is familiar with its content. This strongly influences the positioning of the website, which will be more and more difficult to find among search results.

Website traffic – why is it important?

Falling website traffic

Source: https://www.smartinsights.com/search-engine-optimisation-seo/10-kpis-track-seo-performance-drive-results/

Each website has its own KPI (Key Performance Indicators). The fundamental measure is usually conversion, i.e. the achievement of a specific goal by the user, for example making a purchase in an online store. The lack of conversion is most often associated with a lack of income, which in the long run leads to the fact that maintaining a website is simply unprofitable. That is why website traffic is so important. Acquiring users is the first step to converting. A website without an audience is simply useless because no one reads its content. Therefore, a decrease in traffic – or no traffic at all – is a huge problem.

Reasons for falling website traffic

A website may experience a decrease in traffic for a variety of reasons. It is worth remembering, however, that we are constantly talking about the audiences obtained through free Google search, not advertising campaigns.

Decline in rank – the primary and most common reason for declining traffic is associated with a decline in organic rankings in Google. Since the position is lower, a similarly smaller group of users will open the website. To eliminate this problem, it is worth investing in SEO, i.e. website positioning.

Seasonality of key phrases and trends – sometimes a specific key phrase may generate traffic only in a given period (e.g. swimwear in the summer season). Another time, the website gains traffic due to trends – this phenomenon mainly concerns domains dealing with the distribution of news content. In order to constantly gain recipients, regardless of trends and the season, you should create evergreen content that does not lose its relevance over time. It is also important to choose the right key phrases for the descriptions created as part of SEO.

Change meta data – meta data (title and description) are displayed in the search engine next to the website URL. This is the title of the site and its short description. If this information is not attractive to the user, the internet user will not open the page. Sometimes a drop in traffic occurs after changing the data mat, and a newer version of the data is uninteresting for the community.

Imposing a penalty from Google – a ban or filter imposed by the Google search engine causes a decrease in traffic or its total zeroing. The penalty affects those websites that use Black Hat SEO, i.e. illegal positioning techniques.

Lost external links – backlinks (i.e. external links leading to the website) are treated by the Google algorithm as recommendations. Their sudden loss may deteriorate the authority of the domain, which will then result in a drop in the position in the search engine. It’s also worth remembering that external links in articles and on partner sites can be a source of referral. It is true that users directed to the domain in this way do not come from organic traffic, but the sudden loss of these links will result in a general decrease in traffic.

Falling website traffic

Little traffic on the site and phrase change

Many people try to react to falling traffic on their own. If you are interested in SEO at least a little, you should think about changing the phrases for which a specific URL is optimized. However, it should be remembered that this technique works only in some cases. First, verify that the current phrases are appropriate for monthly searches. To do this, use a tool such as Ahrefs, Senuto, SEO Surfer or SEMrush. Sometimes two similar phrases can stand out for a completely different volume of interested users. Here is an example:

running shoes – 27,100 searches per month
training shoes – 480 searches per month

As you can see, in this case it is much better to optimize the online store for the phrase “running shoes”, if it is of course possible. The phrase “training shoes” is an interesting option for domains that are just starting their activity on the Internet, so highly competitive phrases are quickly unavailable.

How to increase website traffic?

Falling traffic will not occur if the website is properly positioned using White Hat SEO techniques. Unauthorized activities should be strictly avoided. Positioning is based not only on increasing the position, but also on the continuous development of the domain in order to increase the reach in the search engine. How to increase website traffic? Here are some basic tips:

  • use only White Hat SEO,
  • choose key phrases appropriately,
  • create substantive content that will interest the audience,
  • optimize each subpage from a technical point of view,
  • shorten the charging time as much as possible,
  • acquire natural external links.

The key issue is continuous data analytics from Google Analytics and Google Search Console. Any errors should be removed on an ongoing basis so that the website is adapted to the needs of users. Above all, remember to avoid dropping your search engine rankings. In this way, you will also protect yourself from lowering the organic traffic. As the Imforza research shows, 75% of users never skip the first search results.

Falling website traffic

Source: https://www.imforza.com/blog/8-seo-stats-that-are-hard-to-ignore/

How to check why the competition is ahead of you?

Your website has achieved a satisfactory position in the search engine, but after a while the SEO competition started to “take over” important keywords? This is probably because other websites have started investing in SEO. These domains have been prepared for the Google search engine in such a way as to achieve the highest possible positions for specific key phrases. In such a situation, it is worth getting acquainted with the competition websites and their history. Then you will be able to verify why the competing websites are growing to your disadvantage. In order to thoroughly analyze the domains of SEO competitors, you should use specialized tools.


This tool allows for a general analysis of the competition domains. The software allows you to analyze traffic and verify the position of key phrases. An interesting option is also conducting an automatic SEO audit.


Perhaps your SEO competition has begun acquiring quality links that raise your position in Google’s organic search results? You can check it with the Ahrefs tool. The software is extremely complex and apart from link analysis, it is also able to test keywords and traffic.

Falling website traffic

Source: https://w3-lab.com/check-competitors-seo


Thanks to Senuto, you can check which keywords have gained a higher position in a specific period. The software is accurate and is useful not only when analyzing the competition, but also when planning an SEO strategy for your own domain.

Analyze your competition and find new phrases

Falling website traffic

Source: https://ahrefs.com/blog/how-to-drive-traffic-to-your-website

SEO strategy requires constant development. The achieved position for a specific key phrase may be lowered if positioning is not continued. This happens when the SEO competition begins to optimize their website for the exact same keywords. Therefore, an important issue is the appropriate selection of phrases and searching for new ones. In this way, your website can build more and more reach, thereby acquiring new users. When analyzing the competition, it is worth conducting a content gap analysis. It is a process in which differences in content are found between a positioned domain and another website from the same industry. Thanks to this, you will determine what content and key phrases are worth using to stay ahead of the SEO competition. Use the previously mentioned Senuto to search for new expressions. It is an ideal tool for analyzing keywords on the Dubai market. SEO Surfer, SEMrush, SEMSTORM, and Ubersuggest provide similar features – so you can consider them as well.

How to boost positioning?

Do you want to stay ahead of your SEO competition? The key to solving your problem is comprehensive positioning based on White Hat techniques. If that still doesn’t work, you can follow some of our tips.

Evergreen content – content that is “always green”, ie fresh. Timeless texts are considered evergreen content. Their creation and proper optimization for SEO means that there is little chance of a drop in position in the future. Grow your blog and use the power of evergreen content!

Guest articles – entries on external websites are not only building recognition and the image of an expert in the industry. Enriching such a text with a link with the dofollow attribute means that the positioned domain can record a better position in the search engine. This is because Google’s algorithm treats external links as “recommendations.” Remember to get backlinks naturally and thoughtfully.

Content pruning – a process in which content is “trimmed” from outdated or untrue fragments. The Google search engine analyzes the content thoroughly, so it should always be substantive. Therefore, check your blog from time to time and update individual articles.

Internal linking – not only external linking matters. Internal links are also a hint for Google robots. Try to link important pages. This solution is convenient for the user and beneficial in terms of SEO.

What can you do when you lose positions on Google?

As your SEO competition begins to rank higher and higher, simply analyzing the competing domains may not be enough. Focus primarily on your website and its adaptation to the standards of the Google search engine. Find the source of the problem – The competitive decline is likely due to some lack of optimization. Occasionally, other domains may perform better on the search engine after updating the algorithm. If this happened, check what exactly has changed in Google search. Perhaps this is how you will find the source of your problem. Often, there are also lost external links behind the decline in favor of competition. This is another point that also needs to be analyzed.

Appropriate website structure, errors on the page, correct URL addresses – such issues significantly affect the effectiveness of positioning, therefore the skillful creation of redirects on the website should be one of the important elements of the positioning strategy. However, you should remember about moderation – the lack of redirects is a serious problem, but their excess can also weaken the website. Correctness and optimization of implementation are important in developing User Experience. The smoother, more convenient and easier a given user browses a website, the more time he or she will spend on it and the more likely to return to it. Redirects affect not only website traffic, but conversion as well. Consider online stores – each time a potential customer encounters a 404 error, the chances of it being that he will decide to continue browsing the assortment and the final transaction. It is worth regularly monitoring the operation of the website and checking if all redirects are functioning flawlessly, then we increase our chances of quickly detecting any errors and fixing them before it has a negative impact on the operation and effectiveness of the website.

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