SEO
Interviewing Niche B2B Experts For A Better Content Strategy
The B2B industry can be niche and specific, which may lead some people to feel like they need to be an expert to create a successful content strategy.
What if I told you with a little practice and minimal resources, you can create a strategy like an insider?
Interviewing (when done correctly) can indeed be a powerful tool to learn about someone, or something, in depth.
This is particularly useful in B2B settings where we can use the Problem > Solution > Impact framework to guide the process.
In this article, we will look into why interviewing is an important part of the new client onboarding process, who to interview, and how to prepare – as well as some tips and sample questions to get you started.
Why Interviewing?
Interviewing is an incredibly useful tool when working in a niche or industry that you might not be familiar with.
This is because it can be used as a research method for understanding culture.
Culture – defined as a system of beliefs, worldviews, and values that influence behavior and the material world around a part of society – is central to understanding individuals’ consumption and purchasing behaviors, and motivations.
Anthropologists use interviews to learn more about human behavior because it facilitates human connection, encouraging empathy and insights that often can’t be gained elsewhere.
Last year, I was working with a B2B SaaS startup in a niche industry – and after doing as much online research as possible, I was still feeling lost on how to create that would engage and convert readers into customers.
I felt like a fraud, and my content made it clear that I wasn’t one of them.
Without that human connection, my writing felt dry and didn’t hit the core motivations or problems for individuals or companies in that industry.
This is when I decided to utilize my training as an anthropologist.
I asked if I could schedule an interview with one of the staff members at the startup. The insights that I gained into the company and industry were priceless.
This then led me to remember that I have a family member who also works in the field, and I asked them for 30 minutes to pick their brain.
These two interviews led to a much deeper understanding of my client’s daily workload and workflow, their clients’ expectations, and the culture of their industry.
In turn, this helped me create better content that resonated with their target audience.
While SEO feels technical and more quantitative, there are humans behind the keywords.
Behind humans, we have a whole world of influences, experiences, history, and marketplace mythologies to uncover.
These things can’t be measured in Google Analytics.
Who To Interview
It depends on the number of resources available and your capacity.
Interviewing can be as simple as a 20-minute video call, or as in-depth as an hour-long chat over coffee.
It also depends on the topic’s scope and depth.
Typically, you will begin with your research around the company and its industry. Start at Wikipedia and begin the journey down the rabbit hole.
After completing your homework, you will better understand where gaps in your knowledge exist.
This can help you determine who to interview.
It can be a staff member from the client organization, someone active on LinkedIn, or even a third cousin who works in the industry.
Use your discretion and professionalism to choose the person you can build a good rapport with.
Practice Makes You Better
If you have never conducted an interview before, then practicing a few skills will go a long way.
It looks easier than it is, and there are no do-overs.
Below, I share two aspects of interviewing that I find the most important and how to prepare for them.
1. Taking Notes
Pick a well-trafficked location in your area, such as the weekend flea market, local shopping mall, sporting event, or dog park.
Go with a notebook and pen – no typing.
Find a spot where you can sit for about 30 minutes and take notes while watching everything around you.
There is no need to be a spy or hide behind a bush. Blend in, but be perceptive.
Take notes on what you see for five minutes and include as many details as possible. Break for five minutes and read over your notes, and then repeat twice more.
This process will help you learn to take better notes and be observant rather than a participant.
In your interview, you don’t want to be taking notes non-stop, and you shouldn’t.
The interviews should be recorded upon the participant’s consent, and notes should to supplement the things that are not said.
Did the interviewer tense up on a particular topic? Did they fill with excitement talking about another? Note these things.
2. Active Listening
Active listening is another skill that is essential to a great interview.
Active listening is about being present and engaged in a conversation. This means you are listening to everything the interviewee is telling you and processing their perspective and insights, while leaving yours to yourself.
Recruit a friend to help you improve your active listening through this exercise.
Set a timer for five minutes.
One of you shares a story or explains something while the other listens.
After five minutes, the listener will try to remember as many details as possible about what they were just told.
Swap places and repeat.
This exercise helps with building patience (waiting for your turn to speak), listening skills (not planning what to say next), and being present (through eye contact).
Interviewing Tips
- Audio record the interview, but don’t forget to receive written consent.
- Take notes of things unsaid.
- Keep the interview short to around three to five questions (depending on length).
- After the interviewee stops speaking, give them three to four seconds of silence. This encourages many people to share more, just by giving them space to speak and be heard.
- Be interested in the conversation, but there is no need to relate or one-up their stories. Every moment you spend speaking equals less information from them.
- Ask questions to encourage elaborations. For example, what happened next? How did you explain it to them? Does that happen regularly? What do you think about it?
- Prepare for your interview via research of the industry.
- Don’t forget to get explicit consent and respect participants’ privacy.
- Reciprocity can go a long way – use it.
Sample Questions To Ask Experts
The goal of interviewing experts is to capture their passions and problems in a casual conversation.
Over-formalizing the interview can cause participants to feel uncomfortable sharing their personal feelings.
Consider the Problem > Solution > Impact model while preparing your questions.
Here are a few examples that work great.
- How did you get into this line of work?
- What is your favorite thing about [industry/profession/workflow]?
- What tool do you use every single day at work? What is great about it? What would you change?
- What does your everyday workflow look like?
- How are your relationships with clients? Anything you wish to improve?
- Do you follow current trends, news, influencers, or creators in your industry? Who?
The last one is a gold mine if they are active online and can share a few individuals from their industry – or even blogs, YouTube channels, or social media accounts.
This will become invaluable when it comes time to create and distribute content.
Be careful of leading questions; while it is an interview, it should feel comfortable, like a conversation.
It is only then that your interviewee will share the most sincere answers.
Creating Better Content From Interviews
Now that we cracked the interview, it is time to take what you learned and transform your content.
The Social Poll
Take an interesting or controversial point from the interview, and present it as a question on an appropriate platform where others in the industry can voice their opinion.
Why does this work?
Chances are, the topic you brought up is a point of contention for others in the industry. Posting this is a subtle nudge that you are an insider in their group.
It also shows that you are interested in what people have to say.
Social polls can stir up a larger discussion or yield interesting results.
If either of these happens, you take it a step further and create a longer piece of content from that concept.
A blog article that shares expert and professional quotes from the social poll can bring in new readers and help with distribution.
Update Existing Content
Updating existing content is my favorite content strategy of all time.
There is no way that you can make a blog post worse the second time around; it is always improving.
If your interview was successful, you might have picked up a few new pieces of information about how certain topics are discussed and the jargon around them.
Editing the style of writing found on blog posts to reflect the linguistic patterns of the industry will give readers a clue that this is someone who knows what they are talking about.
Have you ever read something and instantly connected to it?
You might have felt that someone was reading your mind, and as uncomfortable as that sounds, we find it very comforting as humans.
These positive signals that someone is in our “in-group” help us to build lasting relationships.
Conclusion
There are countless ways to use interviews to inform or help create a content strategy – whether they inspire a new piece of content, or influence the style of writing or language used in copy.
The opportunities are endless.
If you take away anything from this piece, understand that (most) people are social and love to talk about themselves or their interests.
If someone is not interested in being interviewed or seems closed off, then don’t choose them.
When an anthropologist is in the field and chooses an informant, it’s someone who they get along with, who is respected or known in the community, and who is knowledgeable about a specific topic.
Embrace our basic need for human connection and use it to amplify your content strategy.
If you are humble and willing to learn from others, you will be there in no time.
More resources:
Featured Image: YAKOBCHUK VIACHESLAV/Shutterstock
SEO
Bing Chat To Feature Ads, Shaking Up The Ad-Free Experience
Microsoft has announced plans to introduce ads within the AI-powered Bing chat experience.
This is a significant move, as Bing chat has been an ad-free platform up until now.
In a blog post, Microsoft explains why it’s making this change.
Ads In Bing Chat – More Revenue For Publishers?
Since launching the new Bing search experience and Edge browser, Microsoft has aimed to provide an all-in-one experience encompassing search, chat, answers, and content creation.
This strategy is paying off, with over 100 million daily active users on Bing and over 100 million chats recorded.
Interestingly, one-third of the users in the preview are new to Bing, creating an opportunity for publishers.
As Bing chat evolves to better address users’ search needs, questions have arisen about the implications for content publishers.
Microsoft’s goals in this new search landscape include the following:
- Driving more traffic to publishers.
- Increasing revenue for publishers through new features and advertising.
- Fostering a healthy ecosystem through collaboration with the industry.
The early data from the preview suggests Microsoft is on its way to accomplishing these goals.
Unique implementations, such as chat answer citations linked to sources and “learn more” links to additional sources, have helped drive this success.
Exploring New Opportunities For Publishers
Microsoft is actively exploring additional ways to distribute content, positively impacting traffic and revenue.
Some early ideas include:
- Ads in chat: Microsoft is considering placing ads in the chat experience and sharing ad revenue with partners whose content contributed to the chat response.
- An expanded hover experience: Hovering over a publisher’s link will display more links from that publisher, encouraging user engagement and driving more traffic to the publisher’s website.
- Rich captions for Microsoft Start partners: Placing a rich caption of Microsoft Start licensed content beside chat answers can drive user engagement and ad revenue sharing with partners.
Although these discussions are in the early stages, feedback has been positive.
Microsoft plans to continue working directly with publishers to shape the search’s future.
In Summary
The success of Bing’s all-in-one strategy, which combines search, chat, answers, and content creation, is evident in its growing user base.
This growth provides a unique opportunity for publishers to reach new audiences and increase traffic.
As Microsoft continues to explore new opportunities for publishers, such as ads in chat, the potential for increased user engagement and ad revenue sharing becomes more evident.
Although in the early stages, the positive feedback from publishers indicates that these changes could mark a turning point in the future of search and digital advertising.
Source: Microsoft
Featured Image: DANIEL CONSTANTE/Shutterstock
SEO
10 Optimization Tips to Build a Mobile-Friendly Site
A majority of all website visits worldwide are attributed to mobile devices. Optimizing your website for mobile has never been more important in SEO.
In this article, I’ll kick things off by explaining what mobile SEO is and why it’s important. I’ll then get to the core focus of this article, sharing my top 10 tips for effective mobile optimization.
Mobile SEO is the process of optimizing the mobile version of a website to drive organic traffic from search engines. Mobile optimization is focused on providing the best experience on mobile devices where technical implementations, such as using responsive design, play a key role.
According to Statista, mobile devices generated 59% of worldwide mobile traffic in the final quarter of 2022.
It’s not just users that predominantly view your site from a mobile device, but Googlebot too.
In 2016, Google announced mobile-first indexing. As a result, Google predominantly crawls the web via the Googlebot smartphone user agent. This means that Google will primarily use the mobile version of content for indexing and ranking.
Mobile-first indexing began rolling out in 2018. By 2021, a majority of sites moved over to the new format of crawling.
For many years, this was a hot topic among SEO professionals. However, mobile-first indexing is now “part of life,” as put by John Mueller from Google.
So now we know why mobile optimization is so crucial, here are my top 10 tips to ensure you effectively optimize for mobile.
Tip 1. Use responsive design
When it comes to picking your approach to serving content to different devices, you have a few options to choose from.
Responsive design (recommended)
With responsive design, you serve the same HTML file regardless of the device. CSS then alters the rendering of the page to suit the dimensions of the device’s viewport. This also means that you use a singular URL to serve all versions of your content.
Responsive design ensures you can effectively load the same piece of content, oriented to suit your device.
Responsive design is the recommended choice, not just among SEOs but in Google guidance too.
Back in 2019, John took to Reddit to state, “At some point all of these sites with separate mobile URLs should just move to a responsive design.”
Ultimately, there’s no SEO gain by using responsive design. However, it is much easier and cleaner to maintain. For example, you won’t have to worry about canonical issues or Googlebot misunderstanding which URL to serve in the mobile/desktop rankings.
Separate domain/URL structure (not recommended)
An approach used commonly in the past is to serve the mobile version of a page via a separate URL or domain structure. A common example of this is the m. structure.
Desktop: example.com/page
Mobile: m.example.com/page
When a user loads your page, the server will have to determine which device the user is using and then direct them to the appropriate URL.
This approach is not recommended, as using multiple URLs for a single page leads to a messy scenario of URL management.
Even with the correct signals in place, there is the added risk of Googlebot not interpreting these signals appropriately. This can lead to indexation issues or even Google identifying the pages as duplicate content.
If you currently work with this setup, you should ensure you follow the below canonical tag structure.
Desktop: Self-referencing canonical tag
Mobile: Canonical tag to target desktop URL
You’ll also want to implement a rel=”alternate” tag on the desktop version.
<link rel="alternate" media="only screen and (max-width: 640px)" href="https://m.example.com/">
That said, the best solution in the long term is to move to a responsive design setup.
Dynamic serving (not recommended)
Similar to responsive design, with dynamic serving, you’ll be serving content suited to different devices via a singular URL.
However, the main difference with dynamic serving is that you’ll serve different HTML files pre-defined to suit the respective device.
This approach certainly trumps the separate URL/domain structure option, as you have the advantage of serving content to multiple devices via a single URL.
However, dynamic serving is not recommended. History teaches us that this approach is renowned for technical issues.
With dynamic serving, it’s up to your web server to determine which device the user is browsing on. Quite often with dynamic serving setups, the desktop version of the page is accidentally shown to users on a mobile device.
Tip 2. Optimize for page speed on mobile devices
In the era of Core Web Vitals, you could argue that strong page speed performance has never been more sought after by SEO professionals.
In fact, when Google first rolled out Core Web Vitals as a ranking factor in 2021, it focused solely on mobile performance. Google then waited until February 2022 before using desktop Core Web Vital performance as a ranking factor. It’s clear to see which device Google prioritizes.
Google applies mobile and desktop Core Web Vital ranking signals to the respective search results. So for mobile search results, Google will focus on Core Web Vital performance from mobile devices.
A great starting point to see how your site performs against Core Web Vitals is to head to the dedicated report in Google Search Console (GSC). You can navigate to this report via left-hand navigation under the Experience section.
Clicking into the mobile report, you can see how your site has been performing against each Core Web Vital metric over the past three months. This data is gathered via CrUX (Chrome User Experience Report) from real users on your site who used a mobile device.
What’s great about this report in GSC is that the issue URLs are bucketed together into groups of similar pages. This means you can note down a list of key page templates that you need to work on.
For a more detailed insight into issue areas and potential fixes, PageSpeed Insights is always worth a check.
PageSpeed Insights is simple to use. Just enter in the URL of the page you wish to test and hit “enter.” By default, the tool will automatically review the mobile version of your page.
You’ll initially be presented with some insights under the heading “Discover what your real users are experiencing.” This report is the main one I focus on, to start with.
This report utilizes real user data via CrUX. Not only is it important to understand the experience of real users as opposed to bots, but Google also uses this data source within its ranking algorithm.
Here, we can see that Ahrefs’ homepage has passed all three Core Web Vital metrics.
Further down the report, you can also find some actions under the “opportunities” and “diagnostics” sections. These make for some great starting points when having conversations with developers about improving Core Web Vital performance.
When using PageSpeed Insights, don’t forget to test the URLs of multiple page templates within the tool. Page speed performance often varies considerably across different page types.
We’re only scratching the surface here, though. GSC and PageSpeed Insights are only great starting points for auditing page speed.
Check out Patrick Stox’s dedicated guides on page speed and Core Web Vitals to take your page speed knowledge, analysis, and action plan to the next level.
Tip 3. Test and monitor your site for errors
It’s good practice to regularly test your site for key mobile usability errors.
There are multiple tools for this, but a great place to start is via GSC with a dedicated “Mobile Usability” report. You can find this report under the Experience section of the left-hand navigation.
Here, you can keep track of the number of URLs with mobile usability issues. GSC provides a three-month velocity graph. This is handy for identifying spikes in errors, allowing you to correlate them with development releases.
By scrolling down, you can see the exact mobile usability issues that occur on your site. By clicking through to the individual reports, you’ll also be able to see which URLs are affected.
Outside of Search Console, you can also use Google’s Mobile-Friendly Test tool to uncover mobile usability issues.
This is especially useful if you don’t have GSC access to the site you wish to review. Gaining access is recommended though, as you’ll automatically have a wider range of URLs covered.
To use the Mobile-Friendly Test, simply enter the URL (or code) for the page you wish to test to see if your page is deemed as mobile-friendly.
In this case, the tools show that the Ahrefs homepage has passed the test.
On the other hand, if your tested page isn’t mobile-friendly, you’ll be hit with a message saying it’s not usable on mobile with a list of reasons why.
Keen to read more about specific mobile usability issues and how you can address them? Google has some great documentation that goes into more detail.
Tip 4. Make your content mobile-friendly
Making sure your website is optimized for mobile isn’t all about technical foundations. You’ll want to ensure your content is produced with mobile users in mind too.
Many SEOs prefer to use shorter paragraphs and sentences. This aligns nicely with mobile optimization practices.
This approach ensures that your content is readable on mobile devices. Who lands on an article and wants to read a big wall of text? Not me.
As a general guide, aim for a maximum of three sentences per paragraph. If a paragraph naturally just has one sentence, that’s OK too.
When proofing copy drafts, it’s good practice to break long sentences into shorter sentences where possible.
The same rule applies to introductions. In fact, you should apply these rules most strictly here. These should be short, snappy, and to the point.
To further enhance readability, you’ll want to break your copy up by including various elements and media.
These can include:
- Bullet points
- Numbered lists
- Quotes
- Images
- Videos
See what I just did there?
When using different types of media, you’ll want to make sure these display correctly on mobile devices. It’s so frustrating for users when an image loads way out of proportion.
Tip 5. Optimize for mobile SERPs
Mobile SERPs (search engine results pages) can vary quite considerably between the mobile and desktop versions.
When browsing the SERPs for a chosen keyword, it’s important to manually check both the desktop and mobile results.
Here’s an example. Let’s take this wikiHow search result for the query, “how to fry an egg.”
On the desktop search results, we have a pretty standard search result.
On the mobile results, however, we can see that Google has included the how-to images rich result.
SERP estate is crucial. Gaining rich features like in the example above helps your result stand out from the crowd.
This shows how important and relevant schema markup is for mobile optimization. In this example, wikiHow did a nice job by including how-to schema.
Looking to switch device in the search results but don’t want to grab your phone? With Ahrefs’ SEO Toolbar, you can load the results from another device directly in your desktop browser.
Tip 6. Include mobile-friendly navigation
One of the biggest considerations when optimizing your site for mobile devices is the choice of implementation for the header navigation.
This is quite easily one of the most complicated areas of the site to get right for a mobile device.
The hamburger menu has become a popular option in the mobile-first world. It gets its name because the button often looks like a hamburger (apparently).
Here’s an example of the hamburger menu in action on Amazon.
Once you click on the “hamburger” icon, usually located at the very top of the page, the menu will then open out.
In this case, the menu opens out from the left-hand side with options to further expand into navigation subcategories.
Hamburger menus are hotly debated among SEOs and UX professionals. In my opinion, however, you can’t beat the hamburger navigation when it comes to optimizing for mobile.
Not only is this approach clean and compact, but users are also becoming more accustomed to these types of menus on mobile.
It’s OK to go with the “mega menu” approach for your desktop site and switch to the hamburger menu for your mobile site.
The number #1 rule is to ensure that the links within both menus are the same. You’ll want to make sure that you include the exact same links on both your desktop and mobile navigation.
Here, we can see that Apple displays the mega menu on desktop.
And on its mobile site, it uses the hamburger menu but shows the exact same links seen on the desktop version.
For e-commerce websites, faceted navigation is a big consideration too.
Let’s take a look back at Amazon. It has tons of filter options on its product listing pages.
To keep the faceted navigation compact for mobile users, it uses a similar approach to the hamburger menu.
Allowing the faceted navigation to expand on a simple button click keeps your page neat and compact. Perfect for mobile users.
Keen to learn more about site navigation? Be sure to check out Sam Underwood’s article on mastering website navigation.
Tip 7. Keep your content the same
Parity between your site’s mobile and desktop versions is essential. As we mentioned earlier, Google will predominantly crawl the mobile version of your website.
If you were to remove content from the mobile version of your page, you’d run the risk of weakening your content in the eyes of Google.
This rule should be applied to all types of content, from the copy itself to imagery. This rule also applies to technical items, from canonical tags to internal linking.
A great way to test mobile parity is to run a crawl on your mobile site and compare it against a crawl on the desktop version of your site.
Setting up a crawl via Ahrefs’ Site Audit, you have the option to switch between the mobile and desktop user agent.
You can locate this setting under the “Robots instructions” section of the crawl settings.
To test mobile parity via Site Audit, start two separate crawls. One with the user agent set to “AhrefsSiteAudit (Desktop),” and the other with “AhrefsSiteAudit (Mobile).”
You can then compare these crawls in the project history side by side to check for parity between the desktop and mobile crawls.
Notice significantly more errors on the mobile crawl compared to the desktop crawl? This can indicate that your technical elements aren’t being implemented correctly on mobile.
In Site Audit, it’s well worth comparing the HTML source code between your mobile and desktop crawls. This allows you to easily identify any unexpected differences between the mobile and desktop code of your page.
In the example below, we can see that the header menu code has changed between the mobile and desktop crawls. Luckily in this case, this code difference is expected.
You should also consider rendering JavaScript in the crawl settings for websites that heavily rely on that. You can then compare the rendered HTML between the crawls with different user agents. Check our guide to JavaScript SEO for more information.
Tip 8. Avoid intrusive interstitials
Interstitials (also known as pop-ups) that are intrusive and distracting are frustrating for users. This is often an even stronger frustration for mobile users, as pop-ups often take up an even bigger portion of the screen.
Not only could you be decreasing your conversion rate with annoying and intrusive pop-ups, but you’d also get a thumbs-down from Google.
As part of Google’s Page Experience set of ranking signals, Google approves more subtle interstitials as opposed to the large interstitials that cause great frustration.
The big exception to the rule here is that the interstitial may be required by law. Common examples include cookie consent and age gate pop-ups.
For example, on alcohol-related content, the supplier could land in hot water if they didn’t force a user to enter their date of birth before accessing the content.
Tip 9. Review mobile performance
It’s good practice to regularly review the devices that drive your website’s organic traffic.
Starting off with GSC, you can filter by device type in the search performance report.
Simply add a new filter by clicking the “+ new” button above the report and select “Device…”
Here, you can filter your organic performance report via device, allowing you to see just how much organic traffic you’ve acquired via mobile devices. You also have the option to compare traffic by device.
Similar to the “Mobile Usability” report in GSC, it’s worth keeping an eye out for any unexpected fluctuations and traffic drops in mobile traffic. This can be a sign of mobile optimization issues that need further investigation.
You can also view traffic by device in Google Analytics 4. Head to the “Device Category” report by loading Reports > User > Tech > Overview.
Here, you’ll want to click “View platform devices” for the full analytics by device.
You’ll then be presented with data tables, charts, and graphs based on traffic by device type. Don’t forget to add an organic traffic filter to ensure you’re looking purely at “SEO traffic.”
Tip 10. Track rankings on a mobile device
When it comes to tracking keywords, it’s easy to forget that rankings can vary between the desktop and mobile SERPs.
Luckily, switching between desktop and mobile on Ahrefs’ Rank Tracker is simple, making it super easy to see how your site is ranking on either SERP.
What’s also great about Rank Tracker is that you don’t need to specify a device as a setting when you first track your keywords. Keywords are automatically tracked within both the mobile and desktop SERPs.
Simply load your keyword report and switch between mobile and desktop reviews in the top left corner.
Final thoughts
You may be wondering, “Should I just ditch the desktop version of my site and focus on mobile optimization?”
Steady on. It’s true that mobile is now the dominant device, but you won’t want to completely disregard the desktop experience.
Not only will some of your users visit your site via desktop, but Googlebot will also crawl via a desktop user agent from time to time (just not as frequently as the mobile version).
In fact, many websites continue to predominantly drive traffic through users on desktop. This is particularly the case for SaaS companies and many B2B-focused websites in general. For example, the Ahrefs Blog has over 70% of organic traffic coming from users on desktop devices.
To sum it up, the key takeaways are to:
- Show the same content on your mobile site as you would on your desktop site.
- Understand that responsive design is the way to go.
- Prioritize your mobile pages for page speed optimization.
- Not be afraid to use the hamburger menu for mobile devices.
- Regularly monitor and track mobile usability and mobile traffic/rankings.
Have any questions? Ping me on Twitter and let me know.
SEO
Google Search Console Tutorial: Analyzing Traffic Drops
In a YouTube video, Google’s Search Advocate, Daniel Waisberg, offers valuable tips on quickly spotting and analyzing the reasons for a decline in Google Search traffic.
The timing of this informative guide is perfect, as Google just wrapped up its March 2023 core algorithm update. Many people are now evaluating its impact on their websites.
If you’re trying to figure out how the update has affected your site, the Search Console Performance report is an excellent starting point.
Waisberg demonstrates how, when combined with Google Trends, the Search Console Performance report can help you investigate shifts in traffic patterns.
Main Reasons For Organic Traffic Drops
There can be several reasons for a drop in organic traffic. Waisberg highlights these main causes:
- Technical issues: Errors that prevent Google from crawling, indexing, or serving your pages to users. These could be site-level or page-level technical issues.
- Manual actions: If your website doesn’t follow Google’s guidelines, some pages or the entire site may be less visible in Google Search results.
- Algorithm updates: Core updates may change how some pages perform in Google Search over time, leading to a slow decline in traffic.
- Search interest disruption: Changes in user behavior or external influences could affect the demand for certain queries.
- Seasonality effects: Regular traffic fluctuations due to weather, vacations, or holidays.
- Reporting glitches: Sudden major changes followed by a quick return to the norm could indicate a simple glitch.
Analyzing Traffic Drops Using Search Console Performance Report
The Search Console Performance report is an effective tool for understanding traffic fluctuations.
To access the Performance report in Google Search Console, follow these simple steps:
- Log in to the Google Search Console website at search.google.com/search-console.
- Click on the website you want to analyze.
- In the left-hand sidebar menu, click on “Performance.”
You’ll now see the Performance report for your selected property, displaying data such as total clicks, impressions, average click-through rate (CTR), and average position for your website.
Waisberg suggests several ways to analyze the data:
- Expand the date range to 16 months to view the drop in context and identify any patterns or trends.
- Periodically export and store data to access more than 16 months of information.
- Compare the drop period to a similar period (e.g., the same month last year or the same day last week) to pinpoint the exact changes.
- Explore all available tabs to determine if changes occurred only for specific queries, pages, countries, devices, or Search appearances.
- Ensure you compare the same number of days and preferably the same days of the week.
- Analyze different Search types separately to understand if the drop was limited to Search, Google Images, Video, or News tab.
Using Google Trends For Industry Analysis
Google Trends provides insights into web, image, news, shopping, and YouTube search trends.
Waisberg recommends using it to:
- Analyze general trends within your industry or country to identify changes in user behavior or competing products.
- Segment data by country and category for more relevant insights into your website audience.
- Examine queries driving traffic to your site for seasonal fluctuations or trends.
In Summary
Understanding the reasons behind Google Search traffic drops is crucial. Using the Search Console Performance report and Google Trends, you can identify and analyze the causes of these drops, helping you stay ahead of industry trends and maintain your online presence.
In his next video, Waisberg will explore more ways to analyze search performance, including using a bubble chart.
Featured Image: Screenshot from YouTube, March 2023.
Source: YouTube
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