Your business website has been cruising along for months when you notice something strange.  Your site traffic numbers are down.  This may be especially frustrating if your email marketing, content, and social media strategies have remained the same. So what should you do?

First, take a deep breath and try to relax.  If you freak out now, you’re likely to make some costly mistakes.  Before you do anything drastic, double-check the numbers.  If the number of hits on your site is indeed dropping and the phone has stopped ringing, it’s time to get to the bottom of the problem.  Let’s approach solving this problem in a calm and logical fashion.

There are five important actions you can take to figure out why your traffic numbers are down.  Let’s take a look at each one individually:

1. Code

The first item you should check out is your website’s tracking code.  If you have someone else like a webmaster doing edits on your site for you, they can accidentally delete your tracking code.  Even minor edits can sometimes result in making this mistake.  Tracking codes aren’t deleted on purpose or very often, but it does happen.  If you are using a marketing automation tool or Google Analytics, it is helpful to double-check that the data you are receiving is accurate and covers the entire website.  This may seem obvious, but many people neglect to check the tracking code for their site.

2. Keywords

The second item you need to look into to address this problem is keyword performance.  Check and see if the search terms that had you on the first search result page on Google are still working.  Remember that if your page drops down to the seventh result or worse, you can expect website visits to drop dramatically.  Look at the keywords that have been performing the best for you and determine if result placement has dropped everywhere.  Keep in mind that if your results drop from the first results page down to say, the fourth page, you might be in a penalty from Google.  If they see anything suspicious or untoward, they can penalise you by lowering your search result ranking, or even completely removing your website from their search result pages.  There is software available that you can use to track your keyword performance and monitor for major shifts in keywords.  I highly recommend that you buy this software to help you optimise your search engine optimisation (SEO) strategy.

3. Domain Authority

Domain Authority is Moz’s calculated metric algorithm to predict how well a website will rank in Google search results.  In short, this measurement or ranking shows how strong your page is when people search on Google.  When Moz updates its Domain Authority, it can have an effect on your ranking.  If you have stopped making website updates, or maybe lost some good quality backlinks to your site, your ranking can suddenly drop when the update from Moz kicks in.  Google uses this measurement to determine the quality of your website. If your score drops, they will automatically drop you in the results to protect the quality of search results on the Google search engine.  Domain Authority is something you need to consider every month.  It is a great tool to use to adjust your strategy.  If you are looking to improve your Domain Authority score, helpful actions are to add new and interesting content to the site or to team up with other high-quality sites to link back to yours (backlinks).

4. Backlinks

Backlinks are a great marketing tool, but remember that they are a double-edged sword.  They can help you, and they can hurt you too.  Your site may be linked to other sites you don’t want to be associated with.  When you look through your referral traffic, look for links coming from areas of the world where you don’t normally do business, links that are in a different language, and links to websites that don’t exist.  These are all indicators of backlinks you don’t want.  If you come across these types of links, it is helpful to enlist the help of a company that specialises in internet marketing to help you clean the mess up with Google.

So, if your website traffic has dipped recently, follow these steps to find out which issues are causing your problems.  If you don’t have the time or ability to fix it, contact our team of marketing professionals at Grow Digital Marketing to find out how we can help you. Our range of digital marketing software and services are tailored to suit your business and industry. Give our team a call below!