Although there are several different types of website traffic, organic traffic remains the gold standard that most SEO campaigns seek for. When real human beings click to sites they find in search engine results pages, this is considered organic traffic. Organic traffic is critical because it broadens brand exposure. It is fairly normal for organic traffic to level off at some point, so don’t panic if this occurs. Since hundreds of factors affect organic traffic, it can take a while to find the right combination of tactics needed to restore organic traffic growth. If organic traffic starts falling and continues for a while, this is indeed a crisis that demands immediate, serious attention. A dip that lasts for a mere week or two may simply represent a transient fluctuation in consumer interest. If the drop lasts any longer than this, the situation calls for conducting research and determining the source of the problem.
The first thing you’ll want to do is check to see if your site is operating under a manual search penalty. Though this is rare, Google will occasionally manually penalize sites that do not meet their standards for high-quality sites. In cases such as these, Google leaves the website owners notices in their Google Search Consoles. A penalty like this means that knowingly or not, your site contains plagiarized content, unreadable content or signs of “black hat” SEO strategies. To stay in Google’s good graces, your site shouldn’t come across as spammy. Make sure that all site content is free of typos, grammar errors and run-on paragraphs. If your site looks good and you are still being penalized, contacting Google may resolve the issue.
Once you’ve ruled out the possibility of a manual penalty, you’ll want to more exactly pinpoint the cause of your traffic deficit. In all likelihood, the drop is directly associated with a small group of specific pages. Alternately, your traffic problem might be confined to a few specific keyword phrases. Once you’ve identified the specific pages that are not performing, compare these pages to similar pages from your competition.
If your competitors have started stepping up their game with more unique and interesting content, you’ll have to make changes to compete in the new playing field. Of course, it is always possible that competing firms are simply investing more in digital marketing and SEO. In this case, you’ll either have to increase your own investment or specialize your current investment to carve out your own niche.