Reasons More Website Traffic May Not Be Better For
Business - February 22, 2021
Driving traffic to a site is a fundamental SEO goal,
but getting more website traffic may not always be
good for the business. Here are some reasons why.
more traffic to a website is one of the important
aspects of organic search optimization.
all, its our job as SEO professionals to do
our role to get more eyeballs on a clients website
by implementing various technical optimizations, strategic
content plans, off-page recommendations, and so on.
SEO report highlights organic traffic. This metric
is one of the pillar key
performance indicators, right?
driving increased traffic to a website is foundational
as part of a solidified organic strategy, its
also important to remember that increased organic
traffic does not necessarily translate into a net
following scenarios are examples of when driving more
traffic is not better for a business.
Users Are Not Finding What They Are After & There
Is an Intent Mismatch
one is straightforward.
say a visitor is searching for a specific query; your
site is ranking highly for that query and they click
on a result that leads to a page on your website.
the page they reach does not match the intent of what
they were looking for and they quickly leave.
is not a positive experience for the searcher, as
the result does not match the users
know that Googles algorithm is constantly improving
to show the results that best match a users
query, but its not 100% perfect.
a searcher is looking for something, comes to your
website, generates more traffic, but then quickly
leaves because the content of your site is not what
they were after, this can contribute to higher bounce
rate metrics, lower time-on-site metrics, etc.
things can send negative signals back to Googles
algorithm, indicating that your website result is
not the ideal one for that query or intent.
Your Content Strategy Is Non-Existent or Poorly Executed
you host a dinner party if every room in your house
was a mess?
if you didnt have food and drinks ready to serve
in time for the event?
your guests showed up when your house was in this
state, they probably wouldnt be writing home
about your get-together, unfortunately.
if you try to attract traffic to a website without
having foundational optimizations in place, people
are not going to stick around.
you dont have a thorough content strategy in
place or are publishing poorly written content, users
are not going to stick around.
you have a site that loads at the rate of a tortoise
or is not mobile-friendly, users will not stick around.
is so important to Google that theyre launching
the Page Experience update to better measure how well
each webpage serves the needs of organic search visitors.
needs to be that important to you, too.
SEO house should be in order, as much as it possibly
can be, before you invite people over.
More Traffic Is Not More Valuable Than Conversions
above two points go into a bit of a classic debate
between which is more important more organic
traffic or more organic conversions?
are many different points that can be made on both
sides of this question.
if you ask me, Id rather attract 100,000 visitors
to a site and have 50% of them convert (what a conversion
rate, right?), than 200,000 visitors and 25% of them
goal of an SEO strategy is not merely to garner more
we stopped there, we would be eliminating one of the
(if not the single) most important aspects of the
role of an SEO: to drive more ROI for businesses.
you are seeing traffic increases but that traffic
is not also improving conversion rate, you are not
truly achieving the best organic results.
The Site Is Receiving Negative Press
gains can happen for reasons you would probably rather
your business is under scrutiny or receiving negative
press, going back to your client and reporting that
you saw an 80% increase in organic traffic MoM is
not exactly positive.
a recent scandal drew in a surge of visitors, you
wouldnt want to highlight that as a positive
gain to a client, and also try to claim that it was
due to a solidified organic strategy either.
awareness of what is going on from a more holistic
standpoint is key.
More Traffic Across All Channels Is Backfiring
we look outside of the organic channel, we can easily
identify other situations in which its not ideal
to drive more traffic.
youre driving website traffic through other
channels, such as paid, to a site that is not optimized
content, technical, or user experience
this can backfire.
counterparts in PPC could be paying a higher cost-per-acquisition
and driving more traffic to a page that is quickly
encouraging users to leave.
Traffic Is Not Human or Desirable Bot Traffic
close attention to traffic sources and channels in
Google Analytics is crucial.
this traffic is not from humans but spambots instead,
an increase in traffic would not be a positive movement
in this case.
estimated that 37% of website activity is created
by bots, and less than half of this bot activity is
traffic is a type of traffic that is generally illegitimate
traffic sent to a site that skews and inflates traffic
How to Filter Out Referral Spam in Google Analytics
to learn more.
Youre Wasting Valuable Resources
increased site traffic can strain your resources.
You might have a really solid informational piece
of content driving a ton of traffic, but if its
not relevant to your audience you can end up with
goes beyond server issues to very real cost of frontline
staff and customer service agents having to field
calls, emails, chats, and in-person inquiries from
people who arent likely to become customers.
that the leads youre driving from search are
relevant and high intent is important, too.
Value, Not Just Traffic
Not all traffic is the same. Not all traffic is meaningful.
driving traffic to a website is a fundamental aspect
for search engine optimization, that should come with
quality traffic to a site is a fundamental aspect
of search engine optimization.
on traffic increases that ultimately contributed no
value no engaging content piece that attracted
more users, no optimization improvement that leads
to more conversions, etc. is not a value-add.
quality of your traffic and the actions they take
need to be top of mind in every optimization you make.
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