Steps to Diagnosing Lost Search Engine Traffic


The subject of SEO is always an evolving procedure, this is the basic reasons why different SEO experts and companies keep on upgrading their knowledge and review their strategies. Retaining the website rankings is a crucial process hence it is imperative for the SEO consultants to review their strategies on a regular basis. Due to the constant changes occurring in this field, the rise and fall of traffic is a common phenomenon. However, once you have lost your traffic for your blog or site, it is important to diagnose the exact causes behind the fall. It may not be always possible to cite out the causes, however, relying on the following steps with the help of Google Analytics, you could diagnose the search engine traffic loss to a great extent.

1st step- Define your lost traffic first

There are many people who simply check the Google’s overview web page and notice a loss of traffic and consider that they have lost the rankings over Google and the traffic coming via this search engine. However, the case could be just the opposite; hence you need to check both the search engine traffic and the Google non paid traffic.

Step 2- Check the exact amount of loss

Your diagnosis for the traffic loss could depend on the pattern of loss; check whether the loss is sudden or gradual. For instance, if you lose your Google unpaid traffic overnight, then this loss could be termed as technical, which creates through robots.txt file or a no-follow commands that bars the engine spiders from indexing your web pages. At times, even when Google analytics doesn’t get the required analytics code it could show the loss of traffic.

Step 3- Review and filter out the brand traffic

Many sites simply get good search engine traffic from people who enter the brand’s name in their search queries. Now, you need to check whether such people have increased or decreased. If you see the number falling down, then consider the cause of low or no marketing and advertising campaigns for your brand as the real cause. Once you sort out this brand traffic, you simply filter them out to analyze the real keyword traffic. This is the actual SEO traffic.

Step 4- Study the low performing keyword phrases

The moment you filter out the brand traffic, you could find the keyword phrases, which bring for you the most of the traffic. In case, if you have lost this traffic, you need to check the 100 phrases instead of checking any 10 chosen in a random fashion. Analyzing these keyword phrases could give the exact story of their performance in terms of bringing traffic to your site or blog. You can therefore target other relevant keywords to regain your traffic.

Step 5- Study the landing pages for all the poor performing keywords

Once you have a list of poor performing keywords, check the landing pages associated to these keywords. There are many reasons why there is a fall of traffic at these landing pages. You could have a duplicate content over it, you could be seen buried deeper in your site architecture for some reason or the other or the links pointing have some problems. In this way, you have different reasons for the cause, which you need to analyze in the landing pages.

Step 6- Check whether you are the victim of search engine penalty

If you see a drastic drop (which is not often due to any technical issue) then make sure it’s the search engine which has penalized you for any violation. Check the Google Webmaster Tool account in order to check these penalty notifications, however, most of the time search engines do not care to inform you. The fact is you could know these violations which have brought the penalty from the search engines. If you have outsourced your SEO work to any company then this could be due to some duplicate content or any other such violation carried out by the SEO consultant. If you find such scenarios, make sure you start everything from scratch rather than trying to salvage the penalized things.

Final word

With the above six steps, hopefully, you would be able to diagnose the loss of traffic towards your blog or site. These steps could keep you occupied for a while but at the end the day would help you in understanding the causes behind the loss. Once you find the causes, you could think of embarking with a competent strategy to come out from this loss.

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