A website is nothing without its visitors. There are a number of reasons why you may be lacking in visitors to your website, whether that be the content, format or keywords. This post addresses nine reasons why your website isn’t getting any traffic.
Let’s kick things off with probably the biggest reason of all, Keywords.
1. Focus on the correct keywords
The primary focus of any SEO strategy is keyword research. Keywords help search engines understand what your website content is about so it can be indexed in search results accordingly.
If you’re targeting incorrect keywords then you won’t rank well-meaning you will be less visible to your audience. This will, in turn, lead to less organic traffic heading to your website.
Other reasons your keywords aren’t performing for your site are:
- Being too niche with your keywords
- You’re in a highly competitive industry for the targeted keywords
There are a couple of things to consider if your keywords are underperforming:
- Do pages have a high bounce rate?
- Is organic visibility low?
- Do you have a high number of impressions but have low click-through rates?
Content that is focussed around the incorrect keywords or user intent can bring low-quality traffic to the website, traffic that won’t convert into sales or leads.
So what can you do to resolve poorly targeted keywords? Carry out in-depth keyword research using a powerful research tool such as Google Keyword Planner.
You should aim for low competition, long-tail keywords that can be added to your copy in a natural way. The key in this sentence is ‘low competition’. Low competition keywords will provide you with a better opportunity to rank well in search results as long as you promote your content correctly.
Low competition keywords do provide traffic, but not as much as the high competition keywords. Ranking for a number keywords with little competition can help increase website trust.
Remember: Make sure you write for the user rather than the search engine. Don’t stuff keywords into content, users will be put off by it and search engines will mark your content down for it.
2. Does your website have the right amount of content?
If you don’t have enough content on your website you may be hurting your search rankings. It also means that you have less to offer your visitors than your competitors.
This doesn’t mean you need to write hundreds of pages of copy. The mantra here is quality over quantity. Make sure you are writing copy that is of a high standard and provides the answers that your users are looking for.
Search engines have clever algorithms that know if you are being spammy with your content marketing.
When researching and writing the copy for your website consider the following. What stage of the buyer’s journey is the user at? Are they looking for an answer to a question, doing product research, or are they ready to purchase?
3. E-A-T (Expert, Authoritative, Trustworthy)
Google wants your website to be an authority in the area that you specialise in. They want you to be the expert in your field and they want you to be trustworthy with your content.
These three qualities are used to essentially evaluate your content quality.
When reviewing your sites content for E-A-T, Google looks at a few things including:
- Site structure – is it logical, easy for users to find information?
- Are all pages accessible?
- Is there an ‘About Us’ page?
- Is there a variety of ways that a user can contact you?
- Who is the author of the content? Are they an expert in their field?
- What kind of reputation does your business have? Look to gain great business reviews.
- Is the website content relevant to the business?
E-A-T is important for every website. It has been emphasised strongly within Google’s content quality guidelines. It will help to increase your Google rankings and improve the overall user experience of your site.
4. Write for humans
Remember to write your copy for the user rather than bots. We can get so wrapped up in optimisations that we can sometimes lose sight of the audience.
Below are some points to consider to make your content more appealing to users:
- Write in a conversational style
- Use visuals that catch the eye
- Make sure large paragraphs are broken down into smaller chunks that are easier for the user to digest
- Break content up with headings, bullet points and are in numbered lists where necessary
By writing for humans you will keep the user engaged and more than likely to make a purchase or return visit to your website in the future.
P.S. Don’t forget to include effective call-to-actions
Audit your content to make sure it is up-to-date. Remove any old content that is no longer needed such as past events. Repurpose and update any older articles to make them current again.
5. What about your competitors?
Look at what your competitors are targeting and create copy that is better than theirs.
The best way to discover these insights is to carry out a competitor analysis. This will help you develop a robust, effective content strategy that will drive traffic.
The analysis should include:
- Competitors who rank for your target keywords
- A content audit of your competitors
6. Content promotion
It’s important to let people know that you have all this wonderful content on your website, so having a strategy that promotes this content is a must.
A popular rule of thumb is to spend 20% creating the content and 80% promoting it.
The main thing is to promote where your audience is. This could be on social media platforms such as Facebook and Twitter or niche industry websites and networks amongst other channels.
The key here is to find what works for your target audience.
One other content promotion channel that you should spend some time and effort on is email marketing.
Usually, this section of your audience has already interacted with your business and are more likely to become a repeat customer.
7. Technical Issues
The rules and best practices that are set out by Google regarding their algorithms should be adhered to. The two big algorithms are Panda and Penguin. If you don’t follow best practices then your website may be penalised or marked down by Google.
There are updates to algorithms many times throughout the year, so it’s important that you keep up-to-date with them.
If you are hit by an update to either Penguin or Panda then you will know about it. There would be a drop in traffic from one day to the next.
→ Penguin Algorithm – Focuses on Links
→ Panda Algorithm – Focuses on Content
8. Optimised for mobile
Most search activity is carried out on mobile devices these days. This means that you should make sure that your website is fully optimised for mobile. Google’s indexing system is now mobile-first – meaning it gives mobile priority over desktop.
Here are a few things to consider when it comes to mobile:
- Make sure web pages can easily be read without pinching or zooming
- Replace links with easy to touch buttons
- Make online forms short, quick and easy to complete on a small screen
- Format and edit the content into more digestible pieces by using headings, bullet points, images and shorter paragraphs
Making sure that your site is fast loading and optimised for mobile will help your site to rank higher in search results.
9. Poor search engine optimisation
Many websites haven’t implemented any kind of SEO plan. Without any SEO activity, your website may not be visible in search engines and if they are ranking then it is down to pure luck.
There are over 200 ranking factors that Google takes into consideration when indexing your web pages in its search engine.