If your email marketing, social media and content marketing strategies are all on track, but visits to your website are down, it’s worth having a closer look, before you panic. Even with Google’s algorithms being updated between 500 and 600 times per year, it’s a good idea to take the time to check the basics.
- Check your code.
While it seems obvious, checking your tracking code is the first step. If you have someone making website edits for you, even the simplest tweaks could result in the accidental deletion of your code. Use Google Analytics to check that you’re receiving accurate performance data from your entire site.
- Look at your keywords.
Your larger traffic-driving keywords and overall pages should be checked to see if there is a decline in the search board placements. A drop from the first page to the 2nd, 3rd or worse page could be a sign that you are in penalty – meaning Google has lowered your search ranking or removed your website completely because of suspicious or outdated tactics. Use keyword tracking software to check your rankings and monitor keyword shifts. From there, you should adjust your SEO strategy.
- Check your domain authority.
Moz’s Domain Authority is a key factor in calculating your search engine ranking – so influential, it is used by Google in their algorithm. It’s calculated by the frequency of new pages published, number of pages, number of outbound and inbound links, the quality of those links and other. Your website’s authority is important – if it drops, it tells Google and other search engines that your site’s quality may have dropped, and they will not want to recommend you. You can mend your domain authority by adding more content that people find relevant and interesting, or reach out to high quality websites for a link back to your site.
- Check for toxic backlinks.
You should check for referral links that you wouldn’t want your website associated with, by looking at your referral traffic in your web analytics. If you see partners from different parts of the world, an increased amount of links coming in from a different language, or links to pages that don’t exist on your website, it could be a sign of unfavourable links or a hacked site. If you do find toxic backlinks, call in the professionals and get it sorted out.
It’s vital to keep abreast of changes in algorithms and stay up to date with trends, to know what’s going on with your online presence. If you’d like assistance with your website or SEO, contact us for a review of your strategy.