Is Page Traffic Drop Risky for the brand? What Steps Do You Take When You See Such Activity?

Traffic drop is a common phenomenon that many site owners experience. We look at a few of your options to handle this problem.


The most common issue that can link all the marketing campaigns is the organic traffic drops. Almost all the marketers who are in this domain have seen an organic traffic decrease on various occasions.


Every web page has to experience traffic drops more often than they know.


Identifying the Affected Source

Though this is the most obvious step to start with, it is worth mentioning that a lot of people start assuming that the drop is in Google’s organic traffic.


Identify the source first. Make sure whether your PPC traffic has led to the exhaustion of your budget. It can happen most of the time.


Once you have ascertained the source of the drop and found it to be an organic dip, you may hover over to the other stages.


Identifying the Exact Page

Google Analytics is your go-to tool to identify the traffic drop is in which of the pages. You may go to the organic sections under the channels tab of All traffic in the Acquisition. Here you will get an option to compare the organic traffic between two periods.


On selecting the landing pages tab, you will see all your pages and their current status. You may compare the traffic of the current week vis-a-vis the previous one. At a glance at the top of the page, you will get the details of higher-ranking pages. The reason for the dip may be a traffic drop on these pages.


If all your pages are down, it is a reason for concern. It may be because of a Google Update or a penalty levied. Though, the chances of the second one’s occurrences are less.


If the other scenario is true, where a few of your pages are down, which happens all the time. You need to get a hold of these and dig deeper to understand the reasons.


Identifying the Impact on Rankings

You may see a gradual drop in traffic without any changes in your ranking. The reasons for the same maybe because of


  • People not searching for those queries anymore
  • An up-gradation or addition of the features on the SERP or search engine result pages, diverting the user clicks.


A change of search behavior pattern took place in 2020, though such mass changes are rare. But the occasional search pattern changes for a particular query from time to time.


Google Search Console can help you diagnose the ranking drop, but it is not quick. The tool, if allowed some time, can help you analyze your ranking using a compare function under the performance tab.


Another smarter way to gauge the ranking dip is to hire the services of an agency. The SEO agencies can help you provide a nifty way to diagnose the hit queries by judging the traffic. They not only use Google’s search console but also opt for a few other consoles as well.


This approach helps them with faster identification of the click numbers against each query. With this information, they help you optimize your page better for search queries and improve your page rank. You can contact companies like Strategic Media Inc while shortlisting an agency for SEO jobs and other digital marketing requirements.


With search localization and personalization, it is tough to mark the source of the incoming traffic gains or losses, so a combination of multiple data points can be the way forward.


Identifying the Reason for Ranking Drop

The creation of better content by your competitor can result in their pages fetching better backlinks. Losing a few backlinks can lead to a loss of some equity. If you are using a position monitoring solution, it may help you identify the web pages that have come above you on the SERP.


You may use link monitoring tools to identify the lost backlinks that led to the loss of position on the SERP.


Your page losing rank can be due to several reasons - fresher content, semantically relevant, or better-optimized content. It can be any of them or a combination of them.


So keeping steady traffic is something that is beyond your grasp. However, you may choose to monitor your pages more diligently with the use of various available tools. You may also hire an agency to do the same for you.


Though in most cases, the loss of traffic may be due to the fluctuations in the SERP. But a close look may tell you about the changes of the user’s preference of content or chances of traffic loss due to better backlinks by competition.


Whatever the case may be, be vigilant!

Back To All Posts