Is your website traffic dropping? Have you seen significant changes since November of 2023?
For small businesses, this can be really scary. When you run your business and website traffic is seeing fewer and fewer people, your business begins to suffer. You may start to worry about how this will affect your business. Less traffic means fewer customers, fewer customers means fewer leads, fewer leads means less sales. But don’t worry, we’re here to help you understand why this is happening and what you can do about it.
In September 2023, Google began a series of algorithm changes and partnerships that have shifted the landscape of organic search. In September and October of 2023, they rolled out the “Helpful Content” update. Then they introduced Generative AI in search results in early 2024. And in March 2024, they had another core update that has impacted search results, again. These changes have caused many small businesses to see a drop in their website traffic. But there are ways to fight back and get your traffic back up. Here are the top 5 things you can do to regain your search traffic.
1. Focus on Creating High-Quality, Helpful Content
For example, you’re a potential customer looking for the best chocolate cake recipe. You want a recipe that’s easy to follow and gives great results. Google’s Helpful Content update was designed to make sure you find exactly that, helpful recipe for chocolate cake.
This update indirectly hurt a lot of websites. As google was depending on various indicators to determine if the content was helpful, some sites took a negative hit.
As a small business, you need to create content that is genuinely useful. Think about what your customers are searching for and write content that answers their questions. If you run a pet store, write a blog post about how to choose the best toys for dogs.
If you are a contractor, create content that helps builders keep up with the latest requirements and code changes.
If you are nonprofit, create content that helps your community understand how to support and get involved. Highlight success stories of how your organization is making a positive impact.
Make your content comprehensive, which means covering the topic in detail. Show that you know what you’re talking about by sharing your expertise. This builds trust with your audience.
2. Optimize for Generative AI Search Results
Google’s new Generative AI can change how search results look. This means your website needs to be super clear about what it offers and how it will help a potential customer.
Use structured data, also known as schema markup, to help Google understand your content. This is like giving Google a map of your website. Answer common questions that people ask about your business. If you own a coffee shop, have an FAQ section that answers questions like “Do you offer vegan options?” Include different types of content like text, images, and videos to make your site more engaging and easier for AI to understand.
3. Improve Core Web Vitals and User Experience (UX)
Google wants to make sure that websites are easy to use on any device with any wireless signal. This is where Core Web Vitals come in. These are things like how fast your page loads, how easy it is to use on a phone, and if it’s accessible to everyone.
Make sure your website loads quickly by optimizing images and using a content delivery network (CDN). Ensure your site is mobile-friendly so it looks great on any device. Lastly, make sure everyone can use your site, including people with disabilities. This means following best practices in web accessibility.
4. Leverage Local SEO Techniques
For small businesses, local customers are your bread and butter. Local SEO helps you attract people in your community.
Make sure your Google My Business profile is verified and up-to-date. This is what shows up when people search for businesses like yours on Google Maps. Your goal is to get into the top 3 results in local search.
Include accurate information, photos, and encourage customers to leave reviews. Also, list your business on local directories and citation sites. Create content that focuses on local events or news to attract a local audience.
5. Build and Maintain High-Quality Backlinks
Backlinks are links from other websites to yours. They are like votes of confidence for your site.
You want to earn backlinks for your site. Never purchase backlinks.
The best way to get backlinks is to create resources to give away that people will find valuable. This will encourage others to link to that resource and build backlinks naturally. It is always less expensive to give some amazing resource away that to create traffic with paid advertisement.
Another way to get backlinks is by guest blogging. Write articles for other blogs in your industry and link back to your site. Partner with local businesses and influencers to create content and share links. Create shareable content like videos or original research that other sites will want to link to.
Conclusion
Seeing your website traffic drop can be really stressful. But by focusing on high-quality content, optimizing for new AI search results, improving user experience, leveraging local SEO, and building quality backlinks, you can turn things around.
At Tracsoft, we understand the challenges small businesses face. We’re here to help you navigate these changes and come out stronger. Remember, it’s all about creating value for your customers and making your site the best it can be. Let’s get your traffic back and help your business grow!
FAQs on Regaining Search Traffic After Google Updates
1. Why has my website traffic suddenly dropped?
Answer: Your website traffic may have dropped due to recent Google updates, such as the Helpful Content update, the introduction of Generative AI in search results, and the core updates. These changes affect how content is ranked and displayed in search results, and your website might need adjustments to align with the new criteria.
2. What is the Helpful Content update, and how does it affect my website?
Answer: The Helpful Content update is designed to prioritize content that is genuinely useful and written for people, not just for search engines. If your website content doesn’t meet this standard, it might be ranked lower. Focus on creating in-depth, valuable content that answers your customers’ questions and provides real value.
3. How can I optimize my website for Generative AI search results?
Answer: To optimize for Generative AI search results, use structured data (schema markup) to help Google understand your content. Answer common questions related to your business, and include a variety of content types like text, images, and videos. This makes your site more engaging and easier for AI to interpret.
4. What are Core Web Vitals, and why are they important for my website?
Answer: Core Web Vitals are a set of metrics that measure your website’s loading speed, interactivity, and visual stability. They are important because Google uses them to evaluate user experience. Improving these metrics by optimizing images, ensuring mobile-friendliness, and following web accessibility best practices can help your site rank higher.
5. How can I improve my local SEO to attract more local customers?
Answer: To improve your local SEO, start by optimizing your Google My Business profile with accurate information, photos, and customer reviews. List your business on local directories and citation sites, and create content that focuses on local events and news. This helps attract local customers who are searching for services in your area.
