What’s Causing the Slowdown in Your Insurance Website Traffic?

website traffic graphs on computer screen

There are many reasons why you may experience a drop in visits to your insurance website. When these drops happen there are a lot of questions that run through your mind. The first one I’m sure is going to be why.

The good news is, we’ve covered some of the most common questions asked by our clients to help you examine your data

Are You Measuring Right?

Before you can diagnose any kind of issue, you need data. Every website live online should have Google Analytics tracking their web traffic.

As much as we would love every tool to perform flawlessly, it is possible for this tool to not work.

So, first check your analytics and Google Search Console are both still pulling data. Check for any alerts within those dashboards that may show a problem.

What Does the Traffic Drop Look Like?

Viewing your data, is the drop over a period of time? Is it a sharp or sudden drop? Has it been a consistent trend over a few months?

Expand your date range when viewing analytics data. This will give you a better idea of when the drop started and the timeframe of your drop.


What are the Possible Causes?

Let’s assume your tracking is working and you know what your drop looks like. Let’s get to the good stuff. Below are some common reasons your website could be experiencing a traffic drop.

  1. Algorithm update – Google will roll out updates many times throughout the year. Some are more significant than others. Sadly, trying to get specific details of these updates is like trying to get blood from a turnip. But, you can still check to see if your website was possibly affected by an update. You can follow Google Search Liaison on Twitter and get notified when updates occur. If you notice this may be the cause of your drop, patience is going to be your greatest asset. Most likely you will have an automatic recovery. If not, do some research to find out what the industry is saying about the update. Then, make the necessary updates to your website.
  2. Ranking Loss – For this you will need to use Google Search Console to view your website’s ranking on a page-by-page basis, as well as an average for your entire website. From your dashboard, click on Performance and then Position to include that dataset. Once you have this view in play, you can view your ranking based on queries or pages. If you experienced a loss in rankings it may be due to a new competitor. It’s more common your website has gone stagnant, though. Haven’t added any custom content or blogs to your website in a while? Create a content calendar for your website and execute it to gain those rankings back.
  3. Manual Actions & Penalties – A manual action or penalty can be placed on your website if you violates Google guidelines.  You can check for penalties via the Google Search Console by clicking the Security & Manual Actions link. Recovering from a manual action can be time consuming and difficult but necessary.
  4. SERP Layout Changes – Google makes a lot of changes to what kind of information shows up in their search results. Search results for the insurance industry are no different. You still have your ads at the top and bottom of the page. But now, there are sections that may answer a question right there in the results. You also have other elements like map listings and a knowledge graph to the right of the search results too. Mix in 10 organic listings, and suddenly there are a lot of places for the searcher to go that don’t lead them to clicking on your website. Getting traffic back from these types of changes takes time and research. Look at the keywords you are targeting. If they trigger a featured snippet (answering a question in the search results) and you are not in the featured snippet, you’re going to lose clicks and traffic. Thus, custom website content is valuable to the success of any website. Answer questions and go in depth with your topics to provide the best answer online.

Seeing traffic drop on your insurance website can be worrisome and disheartening. But, there is always a reason. Once you figure out what that reason is, it can be fixed. Make sure you investigate every possible reason for the drop. Don’t be afraid to ask for help with your analysis.

I hope this information helps if you experience a traffic drop. If we didn’t answer your specific question, be sure to leave it in the comments. We really will answer it for you!





About the Author

Stephanie Ewen

Stephanie Ewen helps ITC customers with the search engine optimization of their websites. She has been working in marketing for more than 10 years. Her specialties include web design and search engine optimization (SEO). To stay on top of the latest SEO trends and algorithm updates, Stephanie reads blog articles and participating in courses produced by some foremost experts in SEO. She is certified in inbound marketing, Google Analytics and fusion marketing. Stephanie is an avid softball fan and enjoys volunteering and spending time with her husband, kids and grandkids.

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