While monitoring your site’s data and analytics can be a full-time job by itself, it’s important to keep tabs on how folks are interacting with your online presence. When important metrics, like click-through rates average search rankings, or overall website traffic, start to drop, it can be a sign of impending peril. However, with the right approach to content creation and SEO, the only thing that should be dropping is your customers’ jaws!
Customer Interaction is Dropping…Now What?
Essentially, when fewer folks are visiting your website, it means your advertising isn’t working. When fewer folks are visiting your website, it probably means you’re making fewer sales. That can be especially true if you, like 2 million other Americans, have an eCommerce website. Whether you sell from your website or not, it requires regular upkeep and maintenance to remain a feasible part of your digital marketing strategy.
With that said, the first step to figuring out why digital traffic is slipping is to run through your website for bugs, hitches, or other complications. When customers visit your website, they expect a seamless experience from start to finish. The longer your pages take to load, the higher risk the (now impatient) visitor to your site gives up and tries the page of a competitor. Long story short, keep your pages running smoothly.
It could also simply be that your site isn’t engaging enough. Are you using the right site builder? Is there enough variety in your content? If your site is simply black and white text, it’s a given that folks will get bored quickly. Keep up the aesthetic with a brand color scheme, a creative mix of photo and video content, and make sure it’s updated regularly.
Could It Be Your SEO?
Unless you’re selling magic beans, dwindling traffic is an inevitability. Rather than helping customers find your website, you should be focused on helping your website find customers. That means your SEO strategy has to be flawless. The vast majority of online buyers start their information search on either Amazon or search engines like Google, so make sure you’re linking the right keywords to get your product or service found!
As much as folks need to be able to find your page through search engines, they need to be able to find what they’re looking for through the search function on your website. That means you need to really take care when building your sitemap. Make it easily navigable-and scaleable-for both search engines and human visitors. No one wants to have to hunt for the information they need. Bring the most relevant content to the forefront, and make sure your links are easy to find-and that they work.
Google and other search engines score your website on a number of factors and variables. In a nutshell, they’re looking for the best overall website from a human perspective. That means keyword stuffing and duplicating content will actually set your website back. If you aren’t on the first page of search engine results, you may as well be on the last. Take as much care in facilitating your SEO strategy as you would with your content strategy, because it’s just as important.
Optimize Your Integrated Digital Profile
Overall, your website is just as important as your total digital presence. That means your social media pages should be integrated with your website. Take a look at the most prominent businesses and their websites. You’ll notice a trend: they have their social media pages linked at the bottom. Their social media pages, namely Twitter, will also regularly include a call-to-action that links to the website. What’s the lesson here?
Your website and social media pages don’t exist independently of one another. They’re intertwined, and through a common goal (facilitating sales and interest in your brand), they should operate in synchronicity. Increased website traffic also means increased social media interaction. That means one should link to another, and vice-versa. In an age where your digital profile arguably matters more than your brick-and-mortar storefront, don’t slack on maintaining an optimized digital profile!