The frustration rises when nobody visits the website. If companies are doing their best to figure out why the website is not getting the required traffic, then they need to put in sincere efforts in determining it.
Reasons why websites are unable to get traffic
Websites always manage to get some traffic organically but there are issues with it. Either the traffic is fabricated, is coming from scattered sources that are not even part of the target market, is just visiting the website along with a multitude of reasons.
Team leads and managers working at a well-known web development company Dubai based in downtown Dubai would like to share reasons why this happens after they researched numerous websites based in both the Middle East, European Union, and the Americas. They are as under:
The website is not mobile-friendly
With more than half of the global web traffic on mobile devices today, Most search engines (Google notably) prioritize responsive websites that can work on both computers and mobile devices. When users arrive on a website that does not display correctly or is not working on their phone, they leave that site right away.
This hence contributes to a high bounce rate. Firms must hence quickly find out whether or not this is an issue, via Google’s Mobile-Friendly Test.
The tool is helpful, it will help companies and their teams obtain valuable insights for improving responsiveness of a website. At times, some minor tweaks do make a huge difference. But if the website is old and has not been redesigned or reworked for quite some time, then it may need a full overhaul.
Questionable user experience
If people do not like being on a website then they can go to another one suiting their needs and preferences. There are plenty of things that can make a website unpleasant or frustrating to use. As a matter of fact, These things can even undermine consumer trust in both the website and the brand as well.
For instance, the navigation can be confusing, website visitors find it difficult to look for information they need (even basic information), the pages are loading slowly, a lack of responsiveness on the page’s end, glitches and technical problems, cringeworthy graphics, spelling and grammatical mistakes, lack of scannability (like large blocks of text, no headings, excessive clutter etc.) among a host of many others.
If companies are not able to see the issues themselves, they should ask a few people to use the website and obtain feedback for improving user experience.
Either optimizing for the wrong keywords or not optimizing for them at all
This can be another major reason a website is not getting the needed traffic. Keywords are a huge part of SEO and are found by those who search for it on the internet. First, firms must find the right keywords matching their portfolio. Meaning, the words and phrases should be relevant to the website, its purpose, its content and its users.
Moreover, the people that usually type terms in search engines should be able to relate to those keywords too.
Also, keywords cannot have so much competition from other well-optimized websites that firms do not stand a chance of climbing up the search engine result page rankings. The solution to this is targeting long-tail keywords.
Each page should be optimized for a primary keyword phrase, especially in the URL, title tag, meta description, headline tags and in the content as well (albeit sparingly here).
The content quality is not good
Everyone has heard the quote of “Content is King” and yes, it is true. Regardless of whether it is written, it is in images, video, or audio; content is what people use the internet to find certain things. If companies do not have content to attract people, or have content that is not of good quality that no one desires to read, then this will prevent them from getting traffic.
Content should be updated regularly to add more quality to it and to ensure keywords are placed smartly. This way, SEO executives won’t have a hard time obtaining organic traffic through search. The solution is to keep adding quality and original content to the website consistently.
Lack of backlinks
Backlinks are basically links on other websites leading to the company’s website. They are hence a great source of direct traffic from heavily used sites, but they are also core for strong SEO practices and performance.
Search engines often give the best rankings to those websites that people find valuable. They determine such by the number and quality of backlinks websites provide for the main website.
Having great original content naturally encourages people to link to the company’s website. Hence, firms need to adopt a proactive strategy in terms of backlinks through guest posting and guest blogging, and request them where suitable, participating on Q & A forums (Quora especially) along with other white-hat methods.
If companies and professionals are wondering what backlinks they have, there are numerous free and paid tools for determining them.
The website is loaded with spam
Keyword stuffing, adding too many jargons and cliche terms or pushing content that has no value will hence be known as spam. This repels visitors and can cause the website rankings to drop down to the lowest of the low. This can also cause the website to be heavily penalized by Google as well as by other search engines too.
Getting penalized means being demoted quite low in the search engine results, or getting removed altogether. If this happens, it is a likely explanation why a website does not get traffic.
Learning the best practices of SEO and avoiding black hat SEO techniques can help websites stay clean. Moreover, companies should write content as per the needs of their audience in a natural manner, to form mutually beneficial relationships with customers, clients and stakeholders alike.
The company is not proactive about promoting their website
A top ranking for a high-volume search term is surely a valuable source of traffic. But such an achievement is rare. Each company should be active to make people aware of their website and to bring them there.
That’s right, each company should adopt a proactive approach towards promoting their website. They should use their quality original content on social media and in email marketing to drive traffic back to the website. Moreover, they should have a link in their email signature and have the URL present on their business cards.
The more they link to and advertise their website, the more traffic they will be able to get.
Conclusion
As easy as they sound, these tips are often taken for granted. Though they are not hard to implement, they do require effort, and this is something no one should shy away from. No company should be shy of working hard and smartly to make sure their website gets the needed amount of traffic for leads and conversion, to make more sales and in turn more profit and recognition.
