5 Pitfalls Your B2B Web Traffic May Be Facing

By Philip BerardoMay 04, 2018


person placing letters for SEO search engine optimization on a table

image credit: patpitchaya/shutterstock.com

Your web traffic can face a number of challenges, whether it’s from a lack of continuous SEO support, or changes in your website’s design. We previously shared some effective strategies to boost your b2b web traffic, but sometimes that steady momentum takes an unfortunate dip. If you’ve noticed a decline in your web traffic, here are some pitfalls your website may still be facing.

1. Are you following SEO best practices?

Cramming keywords into your web page can hurt your search engine ranking. Search engines often filter out webpages that attempt to overuse keywords, or spam too many links. The effect will be worse if your links aren’t working properly or leading to faulty webpages. Have you started developing topic clusters based on relevant search terms? Have you implemented pillar pages on your website? If not, you may be losing out on valuable traffic. 

If your website receives a penalty, it means it can no longer be found through a specific search engine, such as Google. Some common reasons for a website penalty include the following:

    • Redirecting visitors without them clicking a link
    • Overabundance of similar worded text
    • Broken links

2. Your brand may be becoming stale

It’s possible you’re spending too much time building your b2b website around lead generation and SEO as opposed to supporting your brand initiative. Consider how often your website is publishing content that feels to your prospects, but relevant to your brand. Prospects will want to revisit your content if they feel a connection to your overall brand message.

When measuring up against competitors, consider what drives visitors to your content as opposed to others. What can you offer with your brand that makes it stand out?

3. Your content isn’t maintaining the visitors’ attention and offering value

This is one of the more common reason why web traffic declines over time. While you may have the right SEO strategies to bring in traffic, that same traffic might not be making repeated visits. Don’t just focus on pumping out more content. Instead, develop your content with relevant, useful information for your prospects.

Ask yourself: aside from keywords, what else does your content have that brings in traffic? Is your content educating prospects, rather than spouting repeated information?

4. You aren’t keeping up with analytics changes for all marketing channels

Analytics, such as Google analytics, is a key aspect when measuring your website’s traffic consistency and potential decline. Remember, traffic doesn’t just come from just one source. You should always be measuring traffic from direct and organic searches, as well as traffic from referrals. If there are key declines in a specific channel, you’ll know where to begin improving.

5. Design changes to your website can effect optimization

Keep your website updated whenever major updates are made to its design or interface. Links may no longer work if there are changes to the web infrastructure and coding. If your website’s speed has been slacking, this can also cause a dip in traffic. Make sure any added images or videos aren’t slowing down the speed of the web page.


Thinkdm2 is a New Jersey digital marketing and branding agency that specializes in b2b web design and brand development. When it comes to branding, we know all the top strategies to bring out the best of your company’s website. Download our latest ebook to learn about common SEO myths, and get on the right track to drive your web traffic.

Debunking Five Common SEO Myths for 2018 

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