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It can be unsettling when you log in-to Google Analytics
and see a dip in the number of visitors landing on your site. A feeling
of worry is likely; a small traffic drop could signify a larger issue
and this drop could be the start of an avalanche. It could be that your
website has been affected by one of Google's latest algorithm updates.
Alternatively, it could just be a naturally occurring blip;
unfortunately blips do happen every now and then.
For a
seasoned SEO, it might be possible to figure out whether the website in
question has been hit by an algorithm update or a data refresh, but the
same might not necessarily apply for most company CEOs or Directors.
Fear and confusion might set-in and not being sure whether to press the
panic button could potentially make things worse.
Hopefully this guide will help out in the time of need.
Google Webmaster Tools Messages
The
first thing to check after a traffic drop is your Google Webmasters
account for messages. A message very rarely brings good news for
webmasters. There are different types of messages you could receive from
Google Webmaster Tools but one of the most dreaded among them is the
unnatural link message.
Unnatural link warning message
If
you receive this message, you can skip the rest of this post and call
in an SEO expert — any old SEO expert wont do, you need a real expert.
This message means that a proportion of the links pointing to your
website look like spam and therefore, Google wants you to remove those
links in order to get the visibility of your website back on track.
This
can be a tricky job. Google will certainly not help you decide which
links to remove and which links to keep and you might find yourself in a
bit of a sticky position. There are hundreds of metrics and factors
that need to be checked before removing a link. Links are the currency
of the internet and are precious, you are better off leaving this task
to an experienced SEO who knows his job incredibly well.
Google Bot cannot access your website
This
is another crucial problem. If you happen to get this message when you
log into your Webmaster Tools account, it means that Google Bots are
unable to crawl your website which in-turn means some – or all – of the
pages of your website will not get indexed and this will result in loss
of visibility in search engine results.
This can
occasionally be an issue with Google Spiders but you should certainly
investigate, especially if the message has appeared more than once.
There
is a possibility that the firewall settings of your server could be
behind this mess. If you have the know-how; check the DNS server in case
it is down and make sure that the web server is not blocking Google
Bots unintentionally. If you are overwhelmed with this, I think it would
be the right time to find yourself a technical SEO expert.
Malware Detection Message
As
you can imagine, hosting malware on your website is certainly not
something to be proud of. Your website's security is actually much
easier to breach than you might think, especially if you don't follow certain procedures
to keep it safe. So, if you get a message within Webmaster Tools
regarding malware detection, you need to do something to get your
website cleaned up otherwise, Google will drop your website from its
index. Contact your hosting provider for help.
Rankings Are in Free fall
Search
results change all the time for a multitude of reasons so don't get
worried if you see sudden fluctuations in your rankings. If your
rankings are falling like a rock, however, you have to accept that there
could be something wrong with your website. As well as using Analytics
on a regular basis, you should also use a ranking tracker. SERPS.com has a useful piece of tracking software, as does Moz.com. Cross-referencing traffic drops to ranking drops is always good practice.
None of the above
If
none of the above apply, Google Analytics can give you plenty of
answers. First things first; log in-to your account and go to "Traffic
Source" then "Overview". Here you might find out where your problem
lies. Check how many visitors have arrived on your site from Google and
from other referral sources for the previous 7 days and make a note of
the numbers. Then do the same check but change the date to the 7 days
prior to the 7 days you have already checked. Repeat this process a few
times. This should give you an indication of which source is causing the
traffic drop. Once you know the culprit, you can make a change in your
strategy to apply more onus in that specific area.
One
common cause of traffic drops is when website owners move or change page
URL's. Changing a URL will result in Google de-indexing the original
page as it will signal a 404 error when Google Bots crawl the site. It
is very important to ensure you follow the best-practice for repairing 404 errors after editing URL's.
Still stuck? Maybe you should call in the SEO detectives.
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