If you’re experiencing less organic traffic to your website, it’s critical that you investigate behind the curtain to analyze current data, identify the dropout timeframe, and determine a solution to regain page visits.
With Google’s search algorithm and consumer preferences constantly changing, brands must periodically review and refresh their existing content to better engage audiences, rank higher on search, and drive more traffic.
Want to breathe new life into your website? Here are four methods you can use to get more visitors.
#1 Identify Content That’s Underperforming and Then Drill Down
If your numbers are down, it’s essential to identify which pages are faltering, which are still garnering attention, and why it’s happening through performance metrics. You can then tweak, re-optimize, or revise web pages as needed.
But that requires data. Lots of it.
Fortunately, there are analytical tools you can leverage like Google Analytics Consultant that provide a comprehensive overview of your page performance metrics, covering a range of relevant details, including:
- Bounce rates
- Click-through rates
- Time spent on page
- Sessions
- Impressions
- Conversions
- Social shares
- Referring domains
- Inbound links and backlinks
By leveraging these metrics, a brand can easily identify underperforming content and decipher the reasons why that’s happening.
#2 Re-optimize Content with Long-Tail Keywords
Long-tail keywords—longer and more specific keyword phrases—tend to perform better in search because they’re highly specific and less competitive. That means it’s easier to rank for them, seeing as they account for 92% of all search engine queries.
Long-tail keywords are a low-cost, high-conversion investment that specifically targets customers with buying intention, which is ideal for your down-funnel traffic metrics.
#3 Update Old Content with a New Flare
Google’s algorithm prioritizes website content that demonstrates expertise, authoritativeness, and trustworthiness (EAT). So, if your content was published a while ago, it may be out of date or completely inaccurate due to changes since the piece was published.
There are several ways you can update older content, including:
- Linking to newer sources
- Adding internal links
- Fixing broken links
- Adding visuals
- Updating title tag, meta description, and heading
- Including C2As
Although you may be able to repurpose a significant percentage of content, there may still be articles that are underperforming, out of date, or of poor quality that need to be given a page-one rewrite. In that case, consider deleting and then reposting the content as an entirely new article.
#4 Consider the Technical On-Page Optimization
Even if your content is amazing, it will inevitably fall short if the website architecture isn’t built to accommodate the most current version of the search algorithm.
But how do you know if your website lacks technical optimization?
A technical SEO audit allows you to test for:
- Core web vitals – Measure page performance metrics, which include largest contentful paint (LCP), first input delay (FID), and cumulative layout shift (CLS)
- Mobile responsiveness – How the website looks and functions on mobile
- Crawling problems – Issues that stymie the ability of Google’s bots to crawl the page
- Content – Reviews the scannability and the on-page navigability of content
If these issues are rampant throughout all of your web pages and content, they can drag your SEO scores down, which will reduce traffic to your website.
Partnering with a Google Analytics Consultant
If your traffic is down, there are ways to pump up your numbers. But before you do anything, you need to perform an internal review. Like a doctor conducts a checkup, diving into the website’s data allows you to diagnose problems and address them resourcefully.
Need help performing a website audit? Reach out to the team at Semgeeks.
As Google Analytics consultants and content creation specialists, we can work with you to measure your site performance and then build a custom marketing strategy that brings your traffic numbers up and ensures that the people visiting your site convert.
Sources
AHREFS. Long-tail Keywords: What They Are and How to Get Search Traffic From Them. https://ahrefs.com/blog/long-tail-keywords/
