When you’re facing these common challenges: low traffic, low conversions, low-quality visitors & all the obstacles, how should you diagnose the issue and what are the feasible strategies to rectify? 7 solutions for 7 problems, let’s check it out:
Problem 1. Low Branded Organic Traffic
Issue Diagnostic: If you noticed your [branded search queries] decreasing in Google Search Console, and this indicated your brand awareness is weak.
Actionable strategy: Run various branding campaigns, for example, if you have tight marketing budget, you can try Google Remarketing Ads (a technic that reminding your brand+products to those visitors who had visited your site before), email marketing, press release (especially if you have new product / service / company news to launch). If you have more budget, try YouTube Ads, offline TV / Radio / Newspaper Ads). Those are channels to constantly increase your brand visibility. For SEO, it’s good to plan to publish more branded blog articles, such as How To Use [Product / Service] with [Brand]. And not to forget to make your Google My Business as info rich as possible.
Problem 2. Fluctuation of Seasonal Organic Traffic
Problem Diagnostic: You noticed from Google Analytics, the organic traffic particularly low during the holiday season, such as Chinese Year holiday, Christmas holiday, school holidays.
Actionable strategy: Don’t let seasonal factor be the excuse of your traffic performance drop. If you noticed from Search Engine Result Page (SERP), Google features FAQ and QnA types of content on the top. Your website should be sensitive and responsive to the upcoming festive season calendar. By using integration concept, it is essential for the marketers to plan for content marketing that answerable to those seasonal searches & queries. For example, we can start content schedule planning such as ‘How to Choose A Crazy Gift for Dad’, ‘What Color of Lipstick to Buy for Mom’, that targeting Mother’s Day & Father’s Day.
Problem 3. Low Organic Traffic Conversions
Problem Diagnostic: Google Analytics indicated the conversions from organic traffic particularly lower.
Actionable strategy: Review your SEO target keywords. If you are aiming to increase number of conversions, you shall optimize for keywords with call-to-action, conversion-centric terms, such as: buy [product] online, shop [product] online, buy cheap [product], best quality [product] & etc. In addition, prepare content that focuses on conversion, such as product reviews, product features comparison, product usage guides & etc. Go beyond product introduction. If the low conversion problem still exists, you might need to perform a Conversion Rate Optimization audit, which involved A / B Testing for different user interface features.
Problem 4. Low Non-Branded Organic Traffic
Problem Diagnostic: In Google Search Console queries, you filtered [non-branded queries] and noticed the traffic is decreasing.
Actionable strategy: To solve this issue, you will need to enhance on-page SEO by taking the first step by checking if the non-branded keywords ranking position decreased? If yes, you will need to enhance on-page SEO, including Title, Meta Tags, headers tag and most importantly to improve or publishing more topics of the content by using variety of long-tail keywords. Your content should be very useful & interesting until it’s able to be shared naturally by the public that generate natural backlinks.
Another scenario would be the non-branded keywords ranking is still on the top, but the search interest (or search trend) is decreasing due to the seasonality, then you will need to respond this issue with constantly creating new content (ie. new products, new stories, new services, new promotion) to combat the seasonal visitors lost.
Problem 5. Low Quality Organic Traffic
Problem Diagnostic: From Google Analytics, you noticed the organic traffic average bounce rate getting worsen (beyond 40% is not a healthy level), or certain webpages bounce rate spike up, and low average duration time on site (Best: 3 mins 10s, according to SearchMetrics).
Actionable Strategy: Usually this issue happens for several reasons. You can check:
1. Any technical error? Is your site facing frequent intermittent downtime, which unable to access by the public? Check your server uptime, should always be 99.5% uptime.
2. Content: review if your content description for products / services are too little / limited, too vague, too promotional. If yes, you will need to invest in content marketing to enhance the information available to your visitors, improve the engagement by adding useful videos, visually appealing images and add-on interactive elements such as a user rating, comments, feedback. Ultimately, your content structure is not merely to entertain the visitors, but to impress and LEAD them to take the actions (to buy / to subscribe & etc.)
Problem 6. Stagnant Organic Traffic
Problem Diagnostic: Google Analytics showing the visits graph is flat, especially when regardless of quarter 1, 2, 3, 4, the traffic did not grow further.
Actionable Strategy: Traffic stagnant = content stagnant. This means that your website information is confined and can only attract a certain group of regular visitors. If your KPI is to hit a constant grow of the organic traffic by X%, then your new content shall consistently increase by X%. That’s why you can see those high-ranking websites, regardless of smaller brands or big brands like Nike, Disney, their site surely consists of a Blog / News / Insights Learning section to publish new articles regularly. So, don’t limit your site by just having products & promotions pages, go for blog / news directions that bring you more prospects to growth.
Problem 7. Low Returning Organic Traffic
Problem Diagnostic: It’s obvious from Google Analytics, you’re headachingly thinking why the organic traffic % for returning visitors are so low?
Actionable Strategy: The root cause is obvious when you ask back yourself these questions: Why should I come back to this site? There is no new info, no updates, no promotions, no new products, nothing interesting on the site aside from the products. After having those perfect products photos & intro, about the company stories, contact form, did you leave your site just like that? Nobody wants to come back to a dead site, it’s a like haunted ghost house. Start offering your visitors with unique privileges, goodies, insightful content that is lively enough to thrill them back!
Laney S. is an SEO Specialist with 8 years of experience in managing multinational, multilingual projects 😉
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