Why is our traffic down?
SEO professionals, marketers, business owners, and stakeholders have the same questions and concerns.
Traffic = Customers = Revenue. we all know.
By understanding the sources of traffic loss, you can manage your site more efficiently, make more confident business decisions, and gain stakeholder buy-in.
On March 16th, I hosted a webinar moderated by Wayne Cichanski, VP of Search and Site Experience at iQuanti.
He shares tips to help you diagnose traffic loss, discover what might be causing it, and determine how to fix it.
Here’s a quick summary of the webinar. To access the entire presentation, Complete the form.
Discover what’s causing your traffic to drop
In most cases, a drop in organic traffic is a combination of three triggers:
- Level changes.
- Volume change.
- Changes in CTR.
The general formula to consider is:
Keyword volume x CTR = traffic
[See this formula in action] Access the on-demand webinar now →
The key is to understand the elements, change, do the math and keep working on it.
How to spot algorithmic dips
Knowing how to spot an algorithmic dip enables you to communicate it to stakeholders in your organization and guide your team to take necessary action.
Steady decline indicates a change in authority
The common cause of the continued decline is the shift in power.
Either your site has lost authority (linking/referring domains) or your competitors have gained authority.
[Learn what to keep an eye on] Access the webinar now →
Sharp drop means algorithm change
iQuanti, March 2022If your traffic is steady and then drops suddenly after a short period of time, this is a sign that the algorithm has changed.
[Learn what you should do] Access the webinar now →
Learn how to calculate lost income
Let’s look at this problem statement:
Page A, which normally gets 12,120 visits per month, is now only getting 7,244 visits, a 59.7% drop in traffic.
The loss of income during this period is $150,000.
When you add all of this together, you know what’s going on.
[Get the step-by-step on calculating revenue loss] Access the webinar now →
Using the formulas in the on-demand webinar, you will be able to more clearly explain the percentage of traffic drop from ranking, volumeand CTR.
Being able to calculate lost revenue gives you the intelligence and insight you need to make informed decisions and communicate appropriately with stakeholders.
Or, if you’re a stakeholder, you can now tell your team where you want to go, depending on what you’re paying for and where traffic has dropped.
How to restore income
Understand what you can control and what you can’t.
Not all income is recoverable due to factors beyond your control.
- Rank: Repairable
- volume: out of your control
- CTR: hard
[Find out why] Access the webinar now →
What to do if traffic is unrecoverable
After breaking down the revenue loss by each contributing element, you can get a clear idea of how much you want to earn.
Here are some questions and action points you can consider.
- Is another internal page driving traffic?
- Where did the volume transfer to?
- Redefine the intent of the deletion clause.
- Data Mining Web New Vol.
[Dive deeper into recovery] Access the webinar now →
Almost every website will experience a drop in traffic, so it’s wise to be prepared.
[Slides] How much revenue have you lost due to a drop in organic traffic?
Here is the presentation:
How much revenue have you lost due to a drop in organic traffic? from search engine magazine
Image Source
Featured image: Paulo Bobita/Search Engine Magazine
