Reviving Lost Keywords: How to Reclaim Traffic for Keywords That No Longer Perform

In the fast-paced world of SEO, it’s common for certain keywords that once drove significant traffic to your website to lose their effectiveness over time. Whether due to changes in search algorithms, evolving user behavior, or increased competition, these keywords can gradually slip from their former glory. But all is not lost. By understanding why these keywords have declined and taking strategic action, you can revive them and reclaim the traffic they once brought to your site.

Why Do Keywords Lose Traffic?

Keywords can lose traffic for various reasons, and identifying the cause is the first step in the recovery process. Here are some common reasons why keywords may no longer perform as they once did:

1. Content Decay: Over time, the content associated with a keyword may become outdated or less relevant. As competitors publish fresher, more engaging content, your page may lose its ranking position.
2. Algorithm Updates: Search engines like Google frequently update their algorithms to improve user experience. These changes can impact how your site is ranked for certain keywords, sometimes resulting in a drop in traffic.
3. Increased Competition: As more websites compete for the same keywords, your content may be overshadowed by newer, more optimized pages. This can push your site down the rankings, reducing the traffic those keywords bring.
4. Technical Issues: Issues such as broken links, slow page load times, or changes in site structure can negatively impact your rankings. If your page isn’t performing well technically, search engines may rank it lower, causing a drop in traffic.
5. Shifts in User Behavior: As user interests and search behaviors evolve, certain keywords may become less popular, leading to a natural decline in traffic.

How to Identify Keywords That Have Lost Traffic

Before you can revive a keyword, you need to identify which ones have lost traffic. Here’s how you can pinpoint these underperforming keywords:

1. Google Search Console: Google Search Console is an invaluable tool for tracking your site’s performance. By comparing data over different periods, you can identify which keywords have seen a significant drop in clicks and impressions.
2. SEO Tools: Platforms like Ahrefs, SEMrush, and Moz offer historical data on keyword rankings. Use these tools to track how your keywords have performed over time and identify any downward trends.
3. Content Audit: Regularly auditing your content can help you spot pages that are no longer performing as well as they used to. Look for pages that target specific keywords and assess whether they’ve lost their ranking power.
4. SEO Booster Pro: The “Keywords Not Getting Traffic Anymore” feature in SEO Booster Pro makes this process easier. It automatically highlights the keywords that were once driving traffic but are no longer effective, allowing you to focus your efforts where they’re needed most.

Strategies to Revive Lost Keywords

Once you’ve identified the keywords that have lost traffic, it’s time to take action. Here are some effective strategies to help you reclaim your rankings and bring those keywords back to life:

1. Update and Refresh Content:
   • If content decay is the issue, start by updating your existing content. Add fresh information, update statistics, improve the readability, and ensure that the content is still relevant to the keyword.
   • Example: If a blog post about “2020 SEO trends” has lost traffic, update it to “2024 SEO trends” with the latest insights and predictions.
2. Enhance On-Page SEO:
   • Revisit the on-page SEO elements of your underperforming content. Optimize meta titles, descriptions, headers, and image alt texts to align more closely with your target keyword.
   • Example: If your content was initially optimized for a broad term, consider refining it to target a more specific, long-tail variation that might attract more qualified traffic.
3. Build High-Quality Backlinks:
   • Acquiring backlinks from reputable websites can significantly boost your keyword rankings. Focus on building links to the pages that have lost traffic to improve their authority and relevance.
   • Example: Reach out to industry-related blogs or websites to guest post or collaborate, including a link back to your revived content.
4. Improve User Experience:
   • Search engines prioritize pages that offer a great user experience. Ensure your page loads quickly, is mobile-friendly, and is easy to navigate. Reducing bounce rates and increasing time on site can positively impact rankings.
   • Example: Optimize your page’s layout, improve readability with shorter paragraphs and bullet points, and ensure that your site is responsive on all devices.
5. Promote on Social Media and Email:
   • Don’t rely solely on search engines to revive your keywords. Promote your updated content through social media channels and email newsletters to drive traffic and engagement, signaling to search engines that your content is relevant and valuable.
   • Example: Share your updated content with your followers on Twitter, LinkedIn, and Facebook, or include it in a newsletter to your subscribers.
6. Create New Supporting Content:
   • Sometimes, reviving a keyword requires creating new, supporting content. This can be in the form of blog posts, videos, or infographics that link back to your main page, reinforcing its relevance.
   • Example: If your original content is about “SEO tools,” consider creating related articles like “Best Free SEO Tools for 2024” or “How to Choose the Right SEO Tool” that link back to the main page.

A Continuous Process for SEO Success

Reviving lost keywords isn’t a one-time task; it’s an ongoing process that should be integrated into your regular SEO strategy. By staying proactive and regularly reviewing your keyword performance, you can ensure that your site remains competitive and continues to attract valuable traffic.

SEO Booster Pro can be a powerful ally in this process, helping you identify and act on opportunities to revive and optimize your content. With the right approach, those lost keywords can once again become strong drivers of traffic and conversions for your website.

Read more about the author Lars Koudal.