People Are Not Clicking On My Website - What Should I Do?
This Friday we are delving into the beauty industry. Nelle was brave enough to share with us her traffic concerns regarding her skincare online store Scentrelle. Here are some interesting optimization tips that a business owner in her shoes should definitely take into account.
Meanwhile, if you are having any questions yourself and you can’t seem to resolve them, you could always drop us a line and ask for an advice. Just like Nelle did:
Q: I would like to ask the difference between why a search term/key word that is prevalent in my website will be searched in Google but why users do not click on my website. Is it too far down the search page? Is the description for my website not catchy enough?
A: Nelle, your question is really interesting, given that the answer to it would require a comprehensive approach and analysis. We will go step-by-step and will list the major aspects that you should try to improve.
Many may be the reasons for having a low click-through-rate to your website from the SERPs (search engine result pages), low rankings being the key one of them. Here are some clues:
- Keywords searched in Google – on-site content optimization requires a deep keyword analysis. Often phrases that we use to describe our product/services are not so popular among the potential users. Make sure you speak the language of your customers. In order to do that you have to listen … Check your Google Analytics and your Webmaster Tools accounts and understand your visitor’s behavior (keywords used to find your website, channels bringing most of the traffic to your website, etc.) If you don’t have enough data (e.g. your website is relatively new), learn by your competitors. Check what keywords they rank for and what key phrases they pay to excel at in the SERPs. For the latter you’d need “spy” tools like SEMRush, but on a more basic note, you might want to examine their content, keyword usage, blog posts topics and “copy” those ideas (borrow the ideas but redesign them as to fit your own style, business model and speaking voice).
- “A keyword that is prevalent on my website” – when creating your site copy you should keep in mind that you have to be careful not to keyword spam your on-site content. Each of your website pages should have a purpose – a topic of its own. Having accomplished that you should list a set of key phrases for each of your most important pages. Optimizing several of your website pages for the same keyword (even if that is the keyword that you think that is the most relevant and important keyword for your business/products) will do you no good. The focus will be lost and the pages will cannibalize on each other – stealing attention and distracting the search engine while instead you could target several industry relevant key phrases on dedicated for them unique pages.
- “Too far down the search page” – well that would be one certain factor why your visitor count is significantly lower. And yes, I believe that is the case here. For instance for the key phrase “australian natural skin care” you are way behind on page 6 in Google, for “natural skincare australia” you are on page 8.
- “The description for my website is not catchy enough” – I am not sure what you actually mean by this but if you refer to the meta descriptions and title tags of your website, I don’t think that this is your major problem. You could have more descriptive title tags but the ones selected by you will work out too, the same goes for your meta descriptions.
- Content – this is actually one of the main components that you should try to work on. Currently an analysis of your on-site content shows that you have 55% duplicate content. This percentage is really high and you should try to handle the issue. The problem is due to having same content on several pages on your website. For instance you post some of your testimonials on your Home page and then you list them again on your Testimonials page. This is 500 words worth of duplicate content. Having shorter and fewer review excerpts on the Home page with a link to the official Testimonials page for further reading could be a good way to fight this problem. Turning reviews into images on your home pages and leaving the text based reviews on the Testimonials page is another option. The rest of the duplicate content has more to do with indexing content that by default should be hidden by the search engines and could be fixed with some edits in your robots.txt file.
- Ads above the fold – it is important that your website pages have actual content above the fold. Having visuals only and no text above the fold is a risky approach. Think of a suitable redesign of your pages that have this problem, beginning with your Home page.
- Dofollow outbound links in the footer – those are not recommended. If you wish to be on the safe side, remove those or nofollow them at least. (An on a less serious note – you do not need to put an actual name (Footer) in your footer, just skip it).
- Inbound links – you have only few backlinks to your website and those are of no significant authority. Being referred by high quality, industry/area relevant websites is what will awaken your website, try to improve your external link profile.
All in all your major concern is content and inbound links. Don’t forget to keep your blog going and start thinking how to outreach to your community (maybe you’d strengthen your presence in the social medias) in order to make your website more popular, mentioned, and thus stronger in the search results and more frequently visited by potential customers. As Mari Smith says “Content is King but engagement is Queen, and the lady rules the house!” Good luck!