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Strategies for Reversing Traffic Drops Despite Strong Ranking Performance

3 min read

Have you ever experienced a gradual decrease in traffic even though your top keywords are ranked in Position 1? I have, and it is the most awful sensation.

Although it may seem like Google penalizes you for your success, that is untrue.

Google knows its users, even though they can’t tell you. Additionally, it might not be your fault if your work ranks well, but traffic is still dropping.

Here are some ideas to boost traffic to your website.

 

Decoding Traffic Drops Despite Solid Rankings

 

Investigating traffic drops amidst stable rankings can feel like a pressure cooker, with stakeholders seeking immediate answers. Take a moment to collect yourself amid the urgency.

While there’s no instant remedy to revive site traffic, conducting swift research can illuminate the underlying reasons.

Begin with a fundamental step: examine search trends. This serves as the initial checkpoint.

Start by checking keyword trends using SEO tools. Most modern SEO platforms offer insights into search volume trends over time. For instance, using tools like Semrush can provide valuable insights.

For instance, consider a keyword like ‘best cars of 2022.’ Anticipate a decline in interest post-January 2023, as it’s tied to a specific year. For a more perennial topic, explore ‘movie theaters near me.’ Notice any spikes and dips; for instance, a surge in August and September might relate to the release of popular movies like Barbie and Oppenheimer.

Suppose you’re the SEO specialist for a major movie theater brand facing consistent traffic decline. Consider using Google Trends for a broader perspective, capturing cultural impacts on search terms.

Remember the distinction between search terms and topics within Google Trends:

  • Search terms refer to specific keywords or queries.
  • Topics encompass broader entities that may contain multiple search terms.

By dissecting these trends, you can begin unraveling potential reasons behind the traffic dips, offering a more straightforward path toward addressing these issues.

 

Navigating Search Volume Shifts: Adapting SEO Strategies

 

The effectiveness of SEO hinges on product quality and public interest. When interest wanes, innovation becomes crucial.

 

Leverage Social Platforms

During my tenure in the behavioral health sector, I witnessed a remarkable trend: a surge in interest in virtual therapy and psychiatry, notably pre- and during COVID. Despite my clients’ early investments, I delved deeper into how our audience became aware of these services.

Research revealed that behavioral health professionals took to platforms like Instagram and TikTok, sharing insights on coping with lockdown-induced depression while subtly promoting telehealth services. This sparked a ripple effect, igniting widespread interest among professionals across platforms advocating for telehealth.

Social media profoundly influences search demand. Its impact can be temporary or revitalizing, making it a potent tool. For struggling movie theater chains, creatively utilizing social platforms could reignite interest, offering compelling reasons for patrons to opt for theaters over streaming.

 

Traditional Advertising: Going Above-the-Line

For those with the budget, collaborating with the marketing department for above-the-line advertising proves beneficial. Embrace TV commercials, streaming ads, radio spots, and magazine features. While digital has transformed advertising, traditional methods still resonate with specific demographics. Identifying your audience’s hangouts and exploring advertising opportunities remains critical.

 

B2B Focus: Below-the-Line Strategies

However, B2B entities might benefit from something other than above-the-line strategies. Below-the-line tactics like trade shows, direct mailers, and conferences hold sway here. Sometimes, your audience may need more awareness or clarity about their needs; reaching and educating them proactively is vital.

 

Strategies for Navigating New SERP Features

 

When new SERP features emerge, they often complicate the assessment of traffic drops, posing a challenge in conveying this complexity to stakeholders. Nevertheless, there are steps you can take:

 

Understand SERP Feature Mechanics

To reclaim click share in the SERPs, prioritize ranking for these new features. Understanding how they operate is critical. Typically, SERP features rely on content structure or schema markup to display specific pages. Identify the current top-ranking pages in these features and scrutinize commonalities among them. Assess if there are swift implementation options available to you.

 

Exercise Patience

Sometimes, inaction becomes the wisest course of action. SERP features are transient, appearing and disappearing regularly. Assess whether investing time and resources in ranking for these features is prudent or if it’s more sensitive to wait and observe. Consider whether these new features are temporary experiments or long-term additions to the SERP landscape.

Making informed decisions based on these features’ perceived longevity and relevance can help determine whether active pursuit or a patient approach aligns better with your SEO strategy.

 

Is it cyclical or permanent? 

 

It is up to us to ascertain whether traffic decreases are a consistent consequence of our niche or if they could be the result of a cyclical occurrence. 

Regarding movie theaters, there’s a good chance that a fresh franchise or theatrical experience will emerge and draw people back to the big screen. 

I apologize, but if you work in CD sales, you might need to look for another job. It’s doubtful that CDs will experience the same resurgence as vinyl. 

Utilize the available resources to examine audience behavior and determine whether there is anything you can do to revive the search demand outside the purview of your SEO strategy.

If you still need help and clarification, look at our monthly SEO packages and get professional assistance.

Shilpi Mathur
[email protected]