Organic traffic creates unique challenges. Unlike paid traffic, you’re trying to create behavior that leads Internet users to specific places. But as any SEO pro will attest, if there are issues, it can be harder to pinpoint the root cause as the trail is harder to follow. You can use Google tools to get better insight, but there are factors that can be difficult to quantify.
Here are some issues that could be having an unwanted impact on your organic traffic.
- Your web pages many not be indexed correctly. Perform a Google search (“site:yourwebsite.com“). Check robots.txt and individual pages for a noindex.tag. Make sure you’re appearing in SERPs.
- Regularly review rich snippets to ensure they’re pulling the right info. Your structured data markup can be altered without warning.
- Any alteration in a site could result in traffic fluctuation. If updating your site, always have a 301-related strategy in order to preserve link equity.
- Resellers may be outranking you. While that doesn’t hurt revenue, it’s certainly a challenge to organic rankings.
- Have a well-defined keyword map. Utilize a keyword tracking tool to manage day-to-day breakdowns of Google URL choices for keyword ranking.
- Choose promotions, sales and limited offers carefully. A drop in organic traffic could be the result of customers deciding they’ve spent enough money in your store.
- While customized bots are recommended, applying generic bots can give you an idea of why you’re not getting traffic. If you’re excluding specific spiders and bots in Google Analytics, you may not have an accurate gauge of traffic metrics.
- Be mindful of the fact brands could be getting cannibalized by paid search ads.
- Your attention can shift traffic. Are you focusing on new products, iterations of best sellers or marketing higher-revenue products? You could be alienating customers who preferred previous offerings or marketing.
- Nothing is impervious to recession and waning interest. Research may show you are in the same lull as the competition.