If a company creates a new website or revises an existing one with a website relaunch, expectations are high. After all, there are new “digital” rooms and thus a lot of potential for new customers and visitors.
With new, modern content, search engines should also be won over, and new interested parties should be gained through greater reach. But the expected rush doesn’t always come. Sometimes the expected good rankings and thus the number of clicks simply fail to appear. Why is that?
Five most common reasons for not having enough website traffic.
1. Search engines cannot find the page at all
Either the page is not indexed at all, or it cannot be indexed. A simple Google trick is to query site: www.domain.com in the URL bar to see whether and which subpages are indexed at all.
There are also tools that help to uncover errors in indexing. Google has published a list of common indexing errors and how you can fix them using the Google Search Console. If the page has not yet been indexed, this can be done quickly by submitting the Sitemap.xml, for example, in the Google Search Console.
When relaunching a new domain or a new domain structure, not all redirects may be set up. SSL encryption without 301 forwarding can also result in both the http and https version being online and producing duplicate content, which means that Google does not evaluate a version or cannot find it due to the lack of forwarding.
2. The website is too young
If a new website is published and the Sitemap.xml is submitted for indexing, it can take from a few days to a few weeks for Google to crawl and index the page. It depends on the domain authority, internal links, URL structure and more.
Very young websites are usually given a very brief boost and only then have to really prove themselves. With a relaunch, the decisive factor is whether a new domain is not simply chosen, but the old authority of the website is taken with it.
Before the organic ranking naturally brings the desired traffic, it makes sense to point out the new link or the new design via social media, newsletters or simply to existing customers.
3. The page is targeting the wrong keywords
The following still applies: content is king! A new website should not only be visually appealing and technically flawless but also convince in terms of content. It is not helpful to accommodate as much content as possible in a small space but to give each content its space.
The domain sends the first signal to the content, this should (if the company name is not chosen) identify the industry or contain the main topic of the company. Subsequently, each subpage should show the user and the search engines what the respective page is about by means of concise and concentrated metadata.
It doesn’t make sense to want to include as many keywords as possible or as general keywords as possible. The main keywords should be words that best match the users’ search queries. If the company offers particularly high-quality gold jewellery, it is not expedient to optimize for “jewellery” or “ring”; B. for “buy gold jewellery” or “high-quality gold jewellery”.
4. The content is not convincing
A new, modern design can also quickly have been overzealously chosen too modern. Moving images that fly in; Text that is only just building; As much information as possible on as few pages as possible and fresh new design: These options are not always the right ones for your own company.
A horticulturalist needs nice reference images but should consider the loading time of the large images. A craftsman should explain his specialist topic in texts in order to increase the relevance for search engines, but not write too detailed. For a traditional restaurant, a clear website structure is recommended and not a cold, modern design that does not match the real space.
At the end of the design process, there is sometimes not enough time to weigh each possibility and, due to time constraints, an easy path is chosen. The website is the company’s figurehead on the Internet – and just as with the real premises, compromises should not be made here that would in retrospect rather put off the target group. Google remembers the bounce rate with the first click, and the ranking can deteriorate if it gets too high.
5. Too little or no advertising on the web
Advertising on the Internet can be done in two ways, through paid marketing through ads or through building a backlink portfolio. Paid marketing can be done directly on Google and other search engines, but also on Facebook, Instagram and other social media.
A backlink portfolio must be built up over a longer period of time and with more care. The first rule is that only standardized company data can be found everywhere. Name – address – phone, the so-called NAP data, come first. If the company name is uniformly registered and used in industry-relevant portals and social networks, search engines can establish a connection and remember where the company name is mentioned.
Social networks have the particular advantage that you can get in touch with customers and website visitors. Creating a new website or relaunching an old one is the lead par excellence for posting posts and references in social networks or in new profiles. However, the first post on the new website should not be the last for a long time – as regular updates also help spread your profile.
Bottom line: check out why you are running out of website traffic
There are now various methods of measuring and recording visitor numbers. If only one tool or a measurement shows little traffic, other tools or a longer period of observation should be selected. Since new websites go online or new content is uploaded every day, it is important to stay on the ball and continuously show presence and stay technically up-to-date. Also, remember to check whether your consent management tool could be the reason that your traffic has collapsed.