10 reasons for the decline in organic traffic in an online store and how to fix them

Without organic traffic, an online store is nothing. One day, everything went wrong in an online store. The visitors who previously so generously brought in organic traffic began to disappear as if by magic. But what could this mean? How can you stop this negative process? In this article, we will talk about 10 reasons for the decline in organic traffic in an online store and share effective solutions to improve the situation. Ready to learn the secrets to successfully increasing organic traffic? Then keep reading!

Glossary

• Online store: An electronic platform that allows customers to make purchases online.
• Organic traffic: Traffic that comes to the site through natural search queries of users without the use of paid advertising tools.
• Seasonality of Demand: Changes in the volume of demand for goods and services during different periods of the year or depending on special events.
• Incorrect settings of service files: Errors in the configuration of files on the server, which may prevent the correct indexing of site content by search engines.
• Changing URLs: Changing website page addresses without taking into account redirects, which can lead to loss of organic traffic due to broken links.
• Search engine filters: Mechanisms for ranking and filtering search results that can negatively affect the site's display in search engines.
• Incorrect internal linking: Incorrect organization of internal links on the site, which can lead to low indexing of pages by search engines.
• Slow loading speed: Long loading times for a site, which can discourage visitors and negatively impact your site's ranking in search engines.
• Changing behavioral factors: Changing the interaction of visitors with the site, such as time spent on the site, bounces and conversions, which can reduce the site's ranking in search results.
• Problems with the SSL certificate: Errors or incorrect configuration of the SSL certificate, which can lead to a loss of trust among visitors and a drop in organic traffic.
• Incorrect indexing: Errors in indexing site pages by search engines, which can lead to incorrect display of pages in search results.
• Google Webmaster Tools Bugs: Bugs or misconfiguration of Google Webmaster Tools that can lead to misinterpretation of data and indexing problems.
• General recommendations for identifying problems: Recommendations and tips related to identifying and eliminating the causes of a decrease in organic traffic in an online store.
• Conclusion: The final part of the post, which summarizes the results and offers basic recommendations for improving the situation.

Why does an online store need organic traffic

Online store owners are constantly striving to attract new customers and increase sales. And organic traffic helps them with this. What is it and why is it needed? We will tell you all the details!

Organic Traffic: It's Important!

Organic traffic is visitors who, without advertising costs, find your website through search engines. They enter queries into the search bar, find you in the search results and go to your online store. Such traffic is the main channel for attracting customers and plays an important role in business development.

Free, but valuable

Organic traffic is free, but just as valuable as paid advertising. This type of traffic provides a steady flow of potential customers to your website and helps increase sales at minimal cost.

Receiving organic traffic

In order to receive organic traffic, you must fulfill a number of prerequisites. Here are some of them:

1. High-quality and relevant content. Your website should offer useful information that will be of interest to your target audience. Write engaging articles, provide useful tips and information about your products.

2. SEO optimization. Optimize your site for search engines to make it easier to find and index. Use keywords in page titles, descriptions, and text.

3. Correction of technical errors. Check your site for errors such as broken links, slow loading pages, and incorrect display on mobile devices. Address these issues to ensure better usability for your site.

Why do you need organic traffic?

Organic traffic plays an important role in the development of an online store and increasing sales. Here's why it's worth putting effort into getting it:

1. Sales growth. Most consumers who buy goods and services online first research product information on search engines. They search for suitable stores, go to websites and make a purchase. Organic traffic will help you attract these potential customers and increase your sales.

2. The arrival of a new audience. Organic traffic brings new visitors to your website. Keywords and user queries are the bridge between your website and new audiences. This allows you to attract customers who previously did not know about the existence of your online store.

3. Long-term effect. Organic traffic provides stability and reliability to your business. After putting in the effort to attract this traffic, you can receive it daily, and sometimes even for years. This allows you to make long-term development plans and compete successfully in the market.

How to improve the situation?

If you're experiencing a decline in organic traffic to your online store, don't despair. Here are some tips to help you improve your situation:

1. Analyze search engine rankings. Use analytics tools to track your rankings in search engines. If you notice a decline in rankings, take note and take steps to improve.

2. Update and optimize your content. Constantly update your content and make it more attractive to users. Optimize your texts for search queries to attract more traffic.

3. Analyze your competitors. Study competitors' websites and determine what they are doing right. You may need to make changes to your strategies to be more competitive.

4. Invest in SEO tools. SEO analysis and optimization tools can help you identify problems and find solutions to fix them. Investments in such tools can pay for themselves many times over.
   
   

Usability: the secret of a successful online store

Usability is an important aspect of any successful online store. The ease of use of a website for the user is becoming an increasingly sought-after quality. If you want your website to attract and retain customers, pay attention to usability. To learn more about online store usability testing, read our article here.

What to do and what not to do

The success of your online store largely depends on organic traffic. Focus your efforts on ensuring a steady flow of it, and your business will continue to grow. And remember, usability and SEO optimization are important factors that can increase conversions and increase your competitiveness in the online market.

"Organic traffic is visitors who find your website through search engines themselves, without advertising costs." - Yulia Kostyuk, e expert in the field of Internet marketing at Prom.

"Organic traffic is the main channel of customer acquisition and plays an important role in business growth." - Vladislav Furman, SEO - specialist at Epicenter.

"A steady flow of organic traffic helps increase your online store's sales and competitiveness." - Tatyana Lyashenko, m archetologist at Kasta.

Reasons for the decline in organic traffic in online store

You probably already know how important it is to have stable and consistent organic traffic for your online store. Organic traffic continues to be one of the main sources of visitors and leads. However, what to do if you experience a drop in organic traffic, and what reasons could be behind this?

Now let's take a look at the top 10 key reasons that lead to a decline in organic traffic in an online store and provide you with solutions to improve the situation.

1. Seasonality of demand

The dynamics of search traffic are affected by the nature of demand for a product or service. When selling product groups that are seasonal, the number of organic transitions to the site will greatly decrease during periods of calm and increase sharply during periods of surge in consumer activity. These problems are especially typical for such products as building materials, tools for the garden, dachas, vegetable gardens, bicycles, sleds, skis, skates, accessories for holidays and many others.

What should I do?

• Consider seasonal promotions and offers to attract visitors during quiet periods.
• Plan aggressive advertising and promotion when there is a surge in consumer activity.
• Regularly monitor changes in demand and adapt your marketing strategy accordingly.

2. Incorrect settings of service files

It happens that sites are blocked from indexing through the system file "Robots.txt". It specifies special settings that exclude individual pages from the search robot’s field of view. However, sections that are important in terms of generating traffic are often accidentally hidden from search engines.

What should I do?

• Check the availability of priority pages for indexing in the event of any changes to the Robots.txt file or a resource move.
• Use the Google Search Console service to identify hidden places and reconfigure Robots.txt files or remove disallow lines that mention search bots.

3. Changing URLs

Traffic drops also occur when the general appearance of links changes. This is a common situation when a site moves to a new domain or the structure is finalized. Link metrics do not transfer to the new address instantly. Because of this, most indexed pages may show a 404 error.

What should I do?

• Use a 301 redirect to redirect pages from the old address to the new one and thereby preserve link metrics.
• Check for and fix 404 errors to improve your page indexing experience.

4. Search engine filters

Another common reason for a drop in traffic is sanctions imposed by search engines Bing or Google. The filters target sites that are suspected of attempting to manipulate search results.

What should I do?

• Check for existing sanctions yourself in Google Search Console.
• Interact with search engine technical support or contact an SEO specialist to get out of the filters.

5. Incorrect internal linking

According to the rules of search engine optimization, the greatest link weight should fall on priority pages for promotion. However, if internal linking does not follow these rules, organic traffic may be affected.

What should I do?

• Reflect important sections of the site using links in the header, sidebar, footer and other visible places.
• Check the correctness of the linking organization using specialized SEO tools such as Ahrefs or Serpstat and make the necessary corrections.

6. Slow loading speed

Slow loading web pages are one of the most common reasons for losing targeted visits and customers. If the site takes longer than 1.5-3 seconds to load, most users may leave without completing a conversion action. In addition, it is bad for search engine rankings.

What should I do?

• Check resource loading speed using online services such as PageSpeed Insights.
• Solve slow loading issues by optimizing code, using caching, optimizing images, and applying GZIP compression.
• Maintain a website on a hosting that can handle the current load and ensure fast page response.

7. Changing behavioral factors

The behavior of visitors on the site reflects their level of satisfaction with usability, content and other parameters of the web resource. If behavioral factors deteriorate, organic traffic may decline.

What should I do?

• Regularly monitor behavioral factors using analytics tools such as Google Analytics or Google Search Console.
• Reestablish the connection between behavioral changes and specific events on the site, such as content or design changes.
• Analyze the results and take action to improve usability and user satisfaction.

8. Problems with SSL certificate

One of the common problems affecting organic traffic is the incorrect configuration of the SSL certificate. Having errors in your certificate or showing pages as “not secure” can drive users away from your site.

What should I do?

• Check for SSL certificate errors and understand the reasons.
• Contact specialists to set up the correct redirect and ensure that pages are protected using SSL.

9. Incorrect indexing

Your content may not be displayed in the search engine the way you intended due to incorrect indexing. This can happen if the search engine robot simply does not see some parts of your content.

What should I do?

• Check the correctness of indexing using cached versions of pages in the search engine.
• Check whether cached versions match your original content.
• In case of discrepancy, seek help from web developers to correct this problem.

10. Bugs in Google Webmaster Tools

Another common reason for the decline in organic traffic is errors in Google Webmaster Tools. They can lead to problems with page indexing, poor display of additional information in search results, and incorrect analysis of statistics.

What should I do?

• Regularly check your Google Search Console reports for errors and issues.
• Make timely corrections as recommended by the tool.

Check out the following table where we provide an overview of what you should and shouldn't do to fix these problems of declining organic traffic in your online store :

Now that you are familiar with the main reasons why your online store's organic traffic is declining and tips for improving them, you can start analyzing your site and applying the necessary changes.

Note:

Reason for seasonality of demand is objective, and it is important to take this factor into account when planning marketing activities. In winter, for example, online stores selling gardening supplies may experience a drop in traffic, so it's worth focusing on other product categories at this time. Active marketing in the spring and summer can help restore and increase organic traffic. Be flexible and adapt to market volatility.

Useful information:

Incorrect settings of service files can lead to problems with indexing important pages of your online store. Be sure to check the settings of the "Robots.txt" files and, if necessary, make adjustments with the help of an experienced SEO specialist. It's also worth checking Google Search Console reports regularly to make sure your priority pages are accessible and indexed.

This article is intended to provide you with information about possible reasons for the decline in organic traffic in an online store and tips on how to improve it. You should not dwell on one reason, but it is advisable to analyze all possible aspects that may affect the organic traffic of your online store.

General recommendations for identifying problems

When organic traffic begins to decline in an online store, this can be caused by various reasons. To understand exactly what the problem is and how to solve it, you need to answer several important questions.

1. Have search engine algorithms been updated recently?

Constantly following news and updates from search engines such as Google, Bing, duckduckgo, etc. is very important. The algorithms of these search engines change regularly, and the changes made can impact your online store's organic traffic. Stay tuned to places like Search Engine Land and MozCast for the latest updates.

2. Is the drop in organic traffic related to a specific segment?

The first step in finding the problem is to identify the segment that is experiencing the largest decline in traffic. This could be a specific device type, page type, or product category. Use analytics tools to identify these segments and study them in more detail.

3. Has your site been filtered?

Check your site in webmaster tools such as Search Console to see if it is being filtered by search engines. You can also enter your brand name into the search bar and see what results are returned. If you are not on the first page of search results, this may indicate problems with indexing your site.

4. Have there been any significant changes to your site?

Any change to the site, such as updating title tags, removing navigation menus, changing URLs, or changing the design, can affect organic traffic. Be careful and monitor how your changes may affect traffic to your site.

5. Has your site's ranking dropped relative to your competitors?

Check your rankings using services such as Similar Web, Ahrefs and Serpstat. If your site is lagging far behind your competitors, you should take a closer look at the key queries that are causing losses and optimize your search engine optimization strategy.

6. Have some of the pages on your site fallen out of the index?

Check the number of indexed pages in the Search Console webmaster tool. If their number has decreased, some of your pages may have fallen out of the search engine index. Investigate the reasons for this and take measures to restore them.

Use all the tools, analytics, and data available to you to identify and correct problems that may be reducing organic traffic to your online store. Follow the recommendations above and put into practice what gives positive results.

Best steps to identify the problem

These recommendations will help you identify and correct problems associated with declining organic traffic in your online store. And remember that constant monitoring and data analysis are key to successfully optimizing your site and attracting organic traffic.

Perhaps it will be useful for you to read an article about how to open an online store for your garden, dacha, vegetable garden for more tips and tricks to improve your online store's performance.

"Constant monitoring and data analysis are the key to successful optimization of an online store and increasing organic traffic" - Vyacheslav Kolesnik, SEO expert at ALLO company.

Now you have all the necessary tools and knowledge, to identify and solve problems associated with a decrease in organic traffic in your online store. Follow our recommendations, do your analysis and don't be afraid to take action to improve the situation. Good luck on your journey to increasing organic traffic!

Conclusion

Steady flow of organic traffic is an integral element of a successful online store. It allows you to attract targeted visitors and ensures high conversion. However, even with high-quality website optimization, a decrease in organic traffic may be observed. In this section, we'll look at 10 reasons why organic conversions may be declining and offer solutions to improve the situation.

1. Insufficient off-page optimization

One of the main reasons for the decline in organic traffic is insufficient off-site optimization of the site. If your online store is not visible on popular resources and does not have a sufficient number of high-quality external links, then the likelihood of attracting visitors from search engines is reduced. To improve the situation, it is recommended to actively work on building a link profile, attract external resources with a thematic audience and create unique and useful content that will be distributed by other sites.

2. Insufficient on-page optimization

Another reason for the decline in organic traffic may be insufficient on-page optimization of the site. If your online store doesn't have optimized meta tags, page titles, links, and other elements, search engines may have difficulty understanding your site's structure and content. It is recommended to conduct a site audit, optimize pages for key queries, improve user experience and ensure easy navigation.

3. Low Frequency Search Queries

If you don't pay enough attention to low frequency search queries, you could be missing out on a lot of potential in attracting targeted visitors. While these queries don't carry a lot of traffic, they can be very valuable because they imply more specific user needs. Research and optimize your site for low-frequency keywords to attract a narrower but more targeted audience.

4. Mismatch between content and query

If the content of your site does not correspond to user requests, then search engines may lower its ranking in search results and organic traffic will become less quality . It is important to analyze the queries that visitors come for and check how well your content meets their expectations. Create informative and unique content that will be useful and interesting to your audience.

5. Link Issues

Keeping the links on your site correct can also impact your organic traffic. If there are broken or incorrect links between pages, search engines may have difficulty crawling and indexing the site. Regularly check the links on your site, fix broken links and monitor their quality.

6. Insufficient or outdated content

If your site contains insufficient information or outdated content, then users may prefer other resources. Regularly publish new and relevant content, add new products and services to attract visitors and maintain interest in your site.

7. Website technical problems

Technical problems such as slow loading speed, incorrect display on mobile devices, server errors and others can negatively affect organic traffic. Make sure your site is running smoothly and up to date to ensure a great user experience and improve organic traffic.

8. Changes in search engine algorithms

Constant changes in search engine algorithms can lead to a decrease in organic traffic in an online store. New requirements and filters can affect your site's ranking in search results. Keep your site up to date, monitor changes in algorithms, and adjust your optimization strategy accordingly.

9. Competition in the market

There can be strong competition in the online shopping market, which affects your site's ranking in search engines. Analyze the activities of competitors, their promotion strategies and optimization level. Use what you learn to improve your site and attract more organic traffic.

10. Unsystematic and inconsistent promotion

Unsystematic and inconsistent website promotion can lead to a decrease in organic traffic. Website optimization and promotion is a constant process that requires regular attention and effort. Create and follow your marketing plan to achieve and maintain strong organic conversion results.

"Strong organic traffic is the basis of a successful online store. To achieve it, it is necessary not only to efficiently optimize the site, but also to constantly analyze competitors and take into account low-frequency requests and control links. Remember that increasing organic traffic is a long-term process that requires ongoing effort and attention to detail."

You may have already realized that a decrease in organic traffic in an online store can be caused by various reasons. It is important to take them into account and make the necessary changes to increase traffic and attract new visitors. Use our tips and strategies and you will see an increase in organic traffic and, over time, an increase in conversions in your online store.

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Thanks for reading - you're a pro!

Congratulations! You've just learned about 10 reasons why your online store's organic traffic is declining and gained valuable information on how to fix the situation. Now you are ready to become a real expert in this field!

You will realize that successfully overcoming the challenges of declining organic traffic is not that difficult if you know what to take into account. Your friends will be powerful SEO strategies, enhanced by persuasive sales copy and brilliant content optimization.

So don't hesitate to apply this knowledge and skills to your online store. Take over the world of online trading and let your organic traffic grow like a bubble in your morning coffee!

Good luck and may every click be a step towards your success! 🚀