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The amount of organic traffic coming to a website is an important measurement of SEO success, but several factors can mean fluctuations – or even decreases – while rankings are stable.
- Four Ads at the Top
In the last year, Google has removed text ads from the side of their search engine results pages (SERPs) and placed up to four at the top. For many competitive queries, this means less visibility. In many cases, the #1 organic position is now below the fold! That dramatic shift in position means fewer clicks. According to a 2014 study, these are the percentage of clicks a listing can expect in each of Google’s top 5 positions:
1 – 29%
2 – 15%
3 – 11%
4 – 7%
5 – 5%
The dynamics change considerably when more ads push a number 2 position down to where it might receive 7% or 5% of the clicks! For many competitive keywords we are tracking, this is the most dramatic shift we’ve seen for organic traffic. It is also possible to “cannibalize” your organic traffic with PPC where your site was already at the top. So be careful out there, and check your most important SERPs.
- Search Volume has Decreased
Another reason organic traffic can decrease is due to trends or seasonal fluctuations. Many businesses do have seasons, and Year-over-Year traffic is the better measurement. And don’t forget to check https://trends.google.com/ for trends in the queries your visitors might be using.
- Organic Traffic Counted as Direct Traffic
There are a few ways that organic traffic can show up as direct traffic. If it’s a mystery as to why organic traffic is decreasing, check direct traffic in Google Analytics. Where direct traffic is soaring, Google Analytics may not be seeing the true source (aka referrer) of the traffic. There may be a couple of reasons:
We’ve seen many strange redirects over the years, enough that this is worth mentioning. Referrer information can be removed when redirects are done via programming languages, or even in a chain of redirects that cross to HTTPS and back.
– Certain browsers block information
There have been periods in which Safari blocked referrer information. On sites with heavy IOS traffic, the effect is easier to spot. But for many sites, this can be a difficult blip to locate.
- Decreased Number of Pages or Products
For eCommerce sites that have dropped product lines for business reasons, eventually, a loss of organic traffic for those keywords will be seen. Pages that are redirecting or missing will eventually drop from Google’s index – and organic traffic can suffer. However, if you are trimming low-quality pages, that is certainly worth the short-term decrease in your traffic! Quality is still king, and Google can see if a page is being visited, shared or linked to. So don’t stop pruning your site.
These four situations explain the cases we’ve found where rankings might stay the same (or even improve) with no commensurate increase in organic traffic numbers. Be sure to check this list next time you find yourself wondering,”Where did all of the Organic traffic go?”
Page loading speed has great importance with Google these days. From mobile visitors to Googlebots, every visitor will appreciate a speedy experience. Here are some ideas to keep in mind:
1. Rise of mobile
The importance of mobile can be seen in Google’s announcements the last few years. Mobile users are more impatient than ever, and Google provided stats last week regarding just how impatient mobile users are:
– The average mobile page takes 22 seconds to load, but 53% of users leave after 3 seconds!
– Even mobile landing pages in AdWords were found to take 10 seconds loading time.
There are many easy changes available for sites to make, as the answer isn’t always in purchasing a faster web server. Google’s own analysis found that simply compressing images and text can be a “game changer”—30% of pages could save more than 250KB that way.
2. Ranking factor
A few years back, Google made page speed a small ranking factor – or at least they were finally explicit about it being a ranking factor. Since page speed issues aren’t given the exposure of crawl errors and other items in Google Search Console, it can be easy to put them on the “long list” of items to fix. Its addition as a ranking factor is a great signal that this needs to be prioritized.
3. Bounce rate
Nice try, loading up your site with images that take forever to load. Unfortunately, that doesn’t increase the duration of site visits. It just makes people angry. According to Google’s analysis, every second of loading time, from 1 to 7 seconds, increases the chance of a bounce by 113%! Many SEOs believe that “engagement metrics” such as bounce rate could also be a ranking factor. And it makes sense: When Google sees a rise in organic bounce rate, they know human visitors are judging the content. How could Google not take this data into account?
4. Crawl rate
In one recent test, increasing page speed across a site dramatically increased the site’s crawl budget. Slower sites can be overwhelmed by crawl activity. But if you ever feel the need to put a crawl delay in your robots.txt, take that as a warning sign. After all, even reasonably fast sites can often need more crawl budget.
Tools and Fixes
Luckily there are remedies. Some can be quite easy, such as adding compression to your web server. Others might require a trip to Photoshop for your site’s images. However, some items will not be worth fixing. Try to concentrate on the easiest tasks first. Run an analysis of your site through these two tools and see what you need to fix:
Google’s newest tool:
GTmetrix.com features include a “waterfall” showing which page items load at which stage, history, monitoring, and more.
Good luck and enjoy optimizing the speed of your site!
Google analytics has become a great source of data about visitors to your website – assuming your configuration is correct. Sometimes configuration issues inadvertently block your view of what is really happening. Common issues can include…
1. Not having your analytics snippet in the correct place.
There are many legacy variations of the analytics snippets. In addition, what was the correct installation a couple of years ago may have dramatically changed, depending on if you have an asynchronous snippet, etc. We still run into snippets calling for urchin.js for their Google Analytics, which are quite a few years old. The best place – currently – to have your analytics code is inside the <head> tag, and right before it ends with the </head> tag. This will prevent interference with other scripts, which we have seen mess with bounce rates, conversion tracking, ROI, sleep schedules, general happiness, and more
Your filters could have been created years ago and for long forgotten purposes. In Google Analytics, check your Admin area (under view, on the right halfway down) to see if you are filtering traffic. Look at the filters – do you know who created them and why they are present? Some have complicated REGEX rules and it can be difficult to decipher. Everyone should have at least one profile with no filters. We usually name this profile with RAW in the name. This system allows anyone to easily see if a filter has “gone rogue” and is filtering out good traffic.
There are also these problems with getting good data, and you did not even cause them:
1. Incomplete data / views
Most businesses are using the free version of Google Analytics, and sometimes experience “sampling” in important reports.
Sampling in Google Analytics (or in any analytics software) refers to the practice of selecting a subset of data from your traffic and reporting on the trends detected in that sample set. Sampling is widely used in statistical analysis because analyzing a subset of data gives similar results to an analysis of a complete data set, while returning these results to you more quickly due to reduced processing time.
In Analytics, sampling can occur in your reports, during your data collection, or in both place.
(Image of sampling)
2. Organic keywords
Years back, Google Analytics allowed you to see the query typed in by visitors. It was so powerful! It allowed you to see quite a bit of information about your prospects – perhaps too much. It has now become standard that search engines, browsers, and analytics itself is restricting this information. If you are new to analytics, you probably have not missed what you do not have. However, if you have been doing this a while, take a second to reflect on what was lost. We are right there with you. Hmph.
3. Referral spam, organic keyword spam, language spam
In addition to losing out on good data, there is often too much noise in otherwise good data. Using fake browsers – bots that can run analytics code, all sorts of things are being inserted into your analytics. Some of the offenders might put
– “Vitally was here” in the list of languages your visitors use
– or make it look like visitors are coming in droves from some site you’ve never heard of (which is either selling SEO or hosting malware).
Spam is analytics has become a major nuisance and we constantly have to deal with it while compiling reports. We see the same offenders across multiple accounts, and create a custom analytics segment to filter them from reports.
Want to try our segment? Click this link and scrub your own view of your account:
(There are other great segments on the Internet too, but we have customized this one for our clients.)