Analyzing Organic Traffic Drops: Steps to Reverse Flattening or Drop
Organic traffic is the lifeblood of any website, but even the most authoritative sites will experience ebbs and flows in their traffic patterns. Algorithm updates have resulted in previously stable sites experiencing longer-term flattening or drops. In this article, we’ll look at steps you can take to reverse organic traffic drops or get your B2B site growing again if traffic has flattened.
Diagnosing Organic Traffic Drops
Understanding why you’re losing traffic is the first step towards reversing organic traffic drops. You may be losing traffic due to a loss in rank due to algorithm updates, a drop in impressions due to a change in what’s displayed in search results, or a drop in click-through rate due to a mix of these reasons. Once you know which pages are losing traffic, you can start comparing date-range and identify the pages that have lost the most traffic.
Getting to the Why: What’s Changed?
Once you determine the pages that are losing traffic and that they are losing rank, there are a number of steps you can take for each page that’s seen a drop to help regain traffic. You can identify the specific terms that have lost traffic on a page, and then look at the search results for those queries to determine why. More authoritative sites may be ranking, Google’s perceived search intent may have changed, or more specific content may now be ranking for a query where your broader page used to rank.
Updating Content that’s Lost Traffic
After identifying the specific pages losing content, there are a number of specific steps you can take to address traffic drops. First, address searcher intent by looking at the search results and the types of posts that are currently ranking. Second, get to answers more quickly by addressing the core topic immediately. Lastly, update links and information to ensure accuracy and freshness.
B2B Assets that see Drops
Technical and trade-specific terms, recurring reports, and software or tool terms are all B2B asset types that tend to be particularly vulnerable to traffic drops.
At Bridgewell Marketing, we’re experts in SEO services and can help you diagnose and address organic traffic drops. Contact us today to learn more.
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