It can be stressful watching your website volume fluctuate. Sudden dips in clicks or impressions may make you want to panic. However, it is important to remember that ebbs and flows within your performance are normal. If you’re scratching your head wondering why your volume seems to be shifting drastically for no reason, you’re not alone. This article will review why fluctuations in website performance are perfectly normal, and ways you can focus on improving your SERP rankings to increase traffic to your website moving forward. If you’re interested in taking your website to the next level, Boston Web Marketing can help. We offer a variety of marketing services to target every client’s exact needs. To get started, contact us directly by calling (857) 598-8851.
Slow Loading Speed
Having a website that is functioning properly is key to driving traffic and conversions to your website. Websites that take longer than 3 seconds to load have an increased bounce rate because customers become frustrated and click away. This can increase your bounce rate, a key performance indicator that Google and other search engines utilize when considering search rankings. You can use free online tools like PageSpeed Insights to check on your websites load time and make adjustments.
Seasonality
Your overall website performance can be severely affected by the seasonality of your business. If you’re a service based company that primarily offers warm weather related services, you may see a decline in traffic to your website. It is important to create regular content for your website utilizing trending topics, even during your off season. For a summer landscaping company, this may involve creating content about tips for snow removal, even if you don’t offer that service. This will capture seasonally relevant keywords to help maintain your websites relevance in search results. You can learn more about preventing declines due to seasonality here.
Outdated Content
It is important to push out new content consistently utilizing relevant keywords. However, it is just as important to ensure that your old content is regularly updated. Outdated content reduces your chances of appearing on the first page of SERPs. Having old content may result in back-links becoming outdated or invalid. A common mistake is not updating content with the year in the title, for example, ‘marketing trends in 2020’ is not going to get much traffic in 2025.
Contact Boston Web Marketing for Professional Marketing Services
Fluctuations in traffic and performance are expected. However, if you notice fluctuations, it is important to investigate to determine the underlying cause and to see if improvements to the website can be made to improve SERP rankings moving forward. If you’re in need of professional marketing help to get your website performing better, contact Boston Web Marketing today!