Every company that has as a good practice to constantly analyze the traffic metrics of its website knows that at some point there will be fluctuations, right?
In some occasions, there is no way to know what actually caused the traffic fluctuation. There are several factors that may be penalizing the business website, some of them difficult to circumvent, such as the seasonality of the search for certain themes.
But even so, it is possible to reverse the situation and resume page growth with SEO strategies . Continue reading and see important information about traffic fluctuations!
What is traffic surge?
The oscillation of traffic happens when your page or website has a drop in impressions , clicks or in the position of search engines, such as Google, directly impacting the company's results and affecting marketing objectives.
What are the main causes of traffic fluctuation?
Now that you know what traffic fluctuation is, let's check what are its main causes? Follow!
Google algorithm updates
Google is constantly changing, isn't it? The goal is to continually improve the user experience, bringing more relevant content to the top for each search term or manually penalizing sites with Black Hat practices .
DDos attacks
In general, this is a type of attack that consists of flooding a server with traffic in order to prevent users from accessing the page.
Why? Well, there are a few reasons:
- your competitors may take your site down with the intention of stealing traffic while you are offline ;
- there is a possibility that the content on your site is controversial enough that people want to block access to it;
- companies take down your website to show that the internet service they offer is better than what you have.
Loss of important Backlinks
If some of your most relevant links are removed, your site may lose position in search rankings and, consequently, visits. This can occur when the company that owns the site realizes that its link is out of date, for example.
User did not like the experience
Yes, this unfortunately can happen. If your content is not pleasing the audience, they will spend less time on the site or will not be attracted to click on it in future searches.
How to avoid traffic surge?
First, it's always interesting to check the web for any recent changes to Google's algorithm. If confirmed, take another look at the search engine quality guidelines and make sure you are following the rules to avoid punishment.
Follow good SEO practices and aim to offer quality content to your target audience . Thus, the mechanism will continue to see your site in a good light and you can reverse this drop in the medium term.
If the reason for the oscillation in traffic was the loss of backlinks , you can contact the sites and ask for your link to be restored. Also try to keep redirecting your pages , in case you make a change to any URL. Without it, your older links would fail, contributing to your rankings.
If the user does not like the experience, do an exercise in self-criticism and assess where your material leaves something to be desired.
After the analysis, try to readjust your content and wait for the positioning to improve over time. To avoid this inconvenience, always try to understand your audience's behavior, through research and a detailed study of keywords , for example.
Although traffic fluctuations are scary, this is a phenomenon that happens with some frequency. Therefore, it is essential to have a preventive attitude, constantly monitor the numbers of the site and the competition, and always keep up to date to offer the best to your audience.