Why Your Traffic Might Drop

5 big reasons why your traffic might drop

(and how to deal with them)

No matter how good your website and its content, you can still lose the ranking and traffic of the search engines. After all, there are many factors involved, from the quality of the content to the performance of the competitors and the changes in algorithms, which can have an impact.

When that happens, it is important to identify the reason why you can take the necessary measures and solve the problems.

Here are five big reasons why your traffic might decrease and what to do about it.

5 big reasons why your traffic might drop (and how to deal with them)

Lost backlinks

Backlinks not only help websites get better rankings on search engine result pages, but they are also often responsible for directing referral traffic.

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If you lose a lot of important backlinks, your website can lose a lot of valuable traffic, because:

  • The referral traffic from those backlinks will stop, and a drop in the number of backlinks can also cause your website to lose the rankings of the search engines. For example, if your website went from the first page to the second page in the SERPs, you are likely to lose a substantial amount of organic traffic.
  • Use an SEO tool such as Ahrefs or Moz to identify if there has been a fall in backlinks. When it comes to regenerating those backlinks and more, be sure to target only relevant and high-quality backlinks for your website.

Changes in search algorithms

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Google changes regularly and improves its search algorithm. Depending on that update, you can win or lose some traffic.

Honestly, there’s not much you can do to avoid a crash in traffic if it’s due to a change in the search algorithms. Just continue to follow Google’s best practices and guidelines, and it’s unlikely that your site will be negatively affected by algorithm updates.

In case your website is affected by an algorithm update, learn more about the algorithm. An algorithm update usually points to a specific aspect, for example, the relevance of backlinks, user experience, content quality, etc.

You can take the appropriate steps to solve those problems once you know what causes a fall in traffic.

Manual penalties

A sudden drop in search engine rankings and traffic may be the result of a manual penalty. Manual actions are not the result of an algorithm update.

Another sign of a manual penalty is that your website will lose traffic from a search engine and continue to perform well in others.

Your goal should be to get the penalty eliminated as soon as possible.

Log in to your Google Search Console account and verify notifications. The Manual Actions section will contain all the details you may need in case any of your web pages do not comply with Google guidelines. Follow the suggestions mentioned there to solve the problem.

Competition from other websites

Related imageThere are only so many websites that can appear on the first page of Google. It means that if other competitors improve their content and websites, they can advance it and push it to the following pages.

That will result in a loss of traffic.

When that happens, know that the loss of traffic may not be the result of a manual action or a search algorithm. It only means that your competitor (s) overtook you.

Carry out a detailed analysis of what your competitors do, what type of content they are creating, what is the loading speed of your website, how is the user experience on their websites and more.

Then compare those metrics with your website and try to improve the fronts that are missing.

Website loading speed

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The loading speed of a website is a relatively new but very important search engine positioning factor.

Over time, websites tend to go slower due to more resources, images and add-ons. If your website becomes too slow, you may lose higher positions in the search engines and, therefore, a good amount of traffic.

Be sure to track the loading speed of your website from your website for a while to see if it is slowing down. You can use free tools like Pingdom, GTmetrix and Google PageSpeed Insights for that.

For more information on how to improve the loading speed of your website, read our free guide on speed optimization.


When you lose rankings and traffic, it’s easy to feel panic, but that does not solve anything. Instead, do it step by step and identify the main reason.

Once you know the reason, you can easily take the appropriate steps to resolve those problems and recover your traffic.

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