Where Has All Of My Blog Traffic Gone?

A client shared his concerns with me over a sharp downturn in traffic to one of his sites and was thinking about launching an expensive advertising campaign to bring people back. This particular site consists of standard HTML pages which means it isn’t based on a blog platform, rather on a nicely designed CSS theme, and is updated fairly regularly.

Although I’m not directly involved with this site, I reviewed his pages and then assured him that the drop in traffic was probably seasonally related. After all, we’re in the middle of the summer months and when your site is seasonally themed, then there are times in the year when an even steeper drop will be noticed.

When Your Blog Loses Traffic

My client’s concern brought up an issue that many bloggers contend with too – a sharp drop to their blog’s traffic. Blogging can be immensely frustrating especially if you pour your heart and soul into it and the returns are just not there. After all of that work you notice that your Alexa number continues to rise, your PageRank sinks and your traffic numbers plummet. But on closer inspection and after an honest assessment of your site, you may discover a number of reasons why traffic is down. Let’s take a look at five of the more notable ones here:

Seasonal Traffic – If you have a Christmas season site, you’re probably going through one of the biggest drops since December 26th. Very few people are thinking about Christmas shopping, but I would venture to say that once Labor Day has passed your traffic will begin to tick upward, increasing noticeably in October and surging by early November. For everyone else (in the northern hemisphere), the months of June, July and August are generally slower as even web addicts like to take a break, head to the beach, visit their families, etc. They haven’t logged off completely, but they’re making good use of their warm weather time. Surf’s up!

Blogging Frequency – Have you been blogging less frequently lately? Check back to when you first launched your blog and compare how often you blogged then with how often you blog now. Over time, you may have gradually slipped to where you’re posting less frequently. Perhaps when you got started you wrote 15-20 articles per month but have since slipped to around 12. Fresh articles bring in the traffic, so consider ramping up your production to match or even exceed previous levels. Don’t let your quality slip!

Article Appeal – Maybe your subject matter simply isn’t of interest to your readers. I always tell bloggers to write about their passion as their enthusiasm will shine forth. Enthusiasm is contagious and people are drawn to blogs where the blogger knows his stuff, is excited about the topic and offers a unique and helpful perspective to his readers. If you’ve gotten in the habit of producing boring articles, then your uninspired audience will flee. Time to ratchet up your blog’s appeal!

Check Analytics – I use Google Analytics to review my traffic on a regular basis. Analytics and similar free or low cost tools give me clues on where people are coming from, what search terms brought them to my blog, which articles were most read and a host of other nifty features. You don’t have to be a statistical geek, but it is certainly helpful if you have a general understanding of these types of programs. You’ll also want to make sure that your sitemap is up to date, that Google webmaster tools is indexing all of your pages and you’ll want to check the Search Engine Results Pages (SERPs) to see how high your pages are appearing for certain traffic generating keywords. Make adjustments as needed and your traffic numbers should increase.

Promote Wisely – I’ve noticed that some bloggers aren’t very active in promoting their articles. I arrived on the blogging scene late, launching the forerunner to this blog in December 2005. For the first full year, my site wasn’t set up to encourage commenting (people had to register which means few left comments) and my articles were stilted, not conversational in nature. By Spring 2007, my traffic numbers began to increase sharply as I understood that making my blog user friendly would be a big help. I also joined StumbleUpon, which soon began to bring more traffic to my site and carefully chose several other social media sites where I began to establish a presence and a following (Twitter, Digg, LinkedIn, to name just a few). Needless to say, when I stoke the social media flame these days, my traffic numbers increase; if I neglect adding fuel to that fire, then my traffic gradually slides.

Thoughts For Your Day

Technorati tracks blogs and regularly issues a “State of the Blogosphere” report which offers excellent insight into the world of blogs. This report gives a fascinating and comprehensive look at blogging and what all of this means to you. The top blogs out there have been around for three years or longer but as you might guess, the vast number of bloggers eventually give up.

If you plan on being around for the long haul, then develop a strategy to increase your visibility in order to bring in more traffic. Quite a few of my blogging friends are committed to blogging until their fingers fall off, creating interesting and engaging posts on a regular basis. These people know where their blogs have been and they know where they’re going, setting themselves up for long term success.

Oh, what about my client who was worried about his traffic? He decided that a marketing campaign wouldn’t be worthwhile and is the process of making some changes to his web pages. The coming weeks should reveal whether these changes bring in more traffic, but if not I may have another gig to take on.

See Also — Is Your Work To Marketing Ratio 2-1?

Looking Beyond Your PageRank

Last Wednesday — April 1, 2009 to be precise — Google was up to their usual tricks for April Fool’s Day. I didn’t pay much attention to their annual spoof, rather I soon found myself occupied with reviewing their PageRank export to the Google toolbar.

Yes, it appears that Google is hitting its stride with the all-important, but not that important Google PageRank update, by making changes on a quarterly basis. I say important because for some people it is the chief way that they measure their site’s worth, but I also say not important because there are many different factors and tools which tell how well a site is performing.

My PageRank Report Card

For the record, Matt’s Musings went from PR2 to PR3, WordJourney from PR3 to PR2, AutoTrends held steady at PR3 while The Article Writer is back up to PR4. FYI, The Article Writer made its debut at PR6 in June 2005 before gradually falling to PR5 before dropping to PR3.

Several tiny, niche sites (and even placeholder pages) I manage acquired their first ranking, PR1 to be exact, while my client’s two blogs at SayEducate.com and SayCampusLife.com managed to hold onto their previous PR4 position.

Other Ways To Measure Success

Granted, any drop in PageRank can be frustrating especially if you’ve been link building and using other methods to promote your site. However, there are other ways to measure the value of your website including:

Alexa Rank — Once widely panned by the SEO community, Alexa has gained some respect if only for their frequent updates which occur several times each month. The lower your Alexa number the higher your score.  However, it can easily be gamed through sites like Entrecard which encourage others to visit your site to inflate traffic numbers.

Google Analytics — If you run Google Analytics, you can gain an excellent understanding of your site’s traffic trends. While you won’t get a “rank” for how well your site performs, you will be able to gauge traffic numbers including page views, sources, and how well your AdWords campaigns perform.

Compete — Like Google Analytics, you can receive site traffic history and measure how your site compares against your chief competitors with Compete. Even in the basic (free) format, you can obtain some decent information about your site as well as your competition.

Semrush — Forget PageRank as I want to see how my sites perform with specific keywords. Recently, I discovered that the sharply increasing traffic to my The Auto Writer blog was bringing a lot of good attention my way. Turns out that I secured the #1 keyword phrase for a new vehicle about to be introduced, sending 200+ extra visitors to my site each day. Semrush has a freebie tool which can help you identify some of the results for free. Pay a monthly fee and you can get a hold of all of that information.

SERPs — You can check any search engine’s Search Engine Results Pages (SERPs) manually to see how your site is doing. Honestly, I only check Google these days because of their dominance in the world of search. However, I also use Yahoo Site Explorer and Google Webmaster Tools to analyze all of my data.

Miscellany — Of course, I use Twitter to help build contacts online and have been particularly taken by Twitter Search which is an excellent way to find out who has been talking about your favorite topic recently.  I also like to use a good backlink checker to find out who is linking to me, I let Google notify me when certain keywords or phrases I’m following get mentioned. Additionally, I like to peak at domain tools when I want to obtain information about a client, a competitor or when I’m considering purchasing a domain or website.

So, as you can see PageRank doesn’t carry quite the weight that it some think that it should, given the many different measurements to quantify your site’s success. True, I would love to have a higher ranking from Google across my network of sites, but it is the other factors that weigh heavily and seem to bring fresh business my way.