What to do if traffic from Facebook is decreasing?

Facebook can be a vital source of traffic for your website. Recently, however, Facebook announced that pages of business, brands, and news outlets would become less important in the news feeds of Facebook users. This could lead to a decrease in your views on Facebook and, therefore, in the traffic from Facebook to your website. What should you do if the traffic from your Facebook page is decreasing? Last week, I already mentioned the importance of SEO. But what else could you do? Here, I’ll share another five strategies to deal with decreasing traffic from your Facebook page.

Why would the traffic decrease?

Facebook argues that users want to see the content of their friends and families, rather than news and the content of brands in their news feeds. That’s why Facebook is rolling out a big update in which the posts of friends, family and groups become more important and the content of businesses, brands and media will become less important.

Read more: Changes in Facebook make SEO more important »

5 strategies to deal with decreasing Facebook traffic

If you notice a sudden drop in reach of traffic from Facebook to your website, don’t panic. Your competitors will probably notice a similar drop. I really think search will become more important, if Facebook will send less traffic to website. People still want to find that present for their mom, or that skirt to wear to a party. If Facebook does not show those in their timelines, they’ll start to search for it in Google. So reinforcing your SEO strategy will be very important. But what else should you do?

Engaging content

Facebook wants to show users content they care about. Content their friends care about. If your content gets a lot of engagement, it’ll probably do better in the news feeds. You should try and get people to share or comment on your Facebook post. But you shouldn’t go overboard; Facebook does not like it when people are pushed to share or comment. Writing high-quality content, content that people want to share with their friends is a good strategy.

Personal accounts

Brands and businesses are not always the most inspiring channels to follow. Lots of people do not want to follow a corporate account. They want to follow real people. Instead of focusing on your corporate Facebook page, you could also focus on spreading the word on the personal Facebook pages of colleagues and employees. Of course, they’ll have to be up for that. And, you should make sure that these personal Facebook pages keep their character.

At Yoast, we have lots of colleagues who are enthusiastic about WordPress and SEO. They often share the SEO posts Yoast publishes on the Yoast Facebook page. That’s a great way to increase both engagement and a  bigger audience.

Influencers

Another way of keeping up the traffic on Facebook is through influencers. Influencers are people who have a lot of followers. They usually post about a specific topic (fashion, celebrities, food). You can reach out to them and ask them to post something about your business on Facebook. For some influencers, you’ll need a budget. For others, offering them your product or service could be enough. Reaching out to (influential) people can be a good way of increasing your reach and traffic on Facebook.

Advertising

The changes Facebook is making will affect the organic (that is the non-paid) reach.  Advertising on Facebook is of course also a possibility. Advertising isn’t that expensive, and you can choose which audience you want to reach (people who like your page, people who do not know your business). I think advertising is a great way to stay visible on Facebook. For a few dollars, you can increase your reach. Make sure you spend your budget on well written, high-quality posts.

Other platforms

If Facebook is giving you a hard time, you could also focus your energy on alternative platforms. Instagram is a good alternative, especially if you’re focusing on a young(er) audience. Don’t forget to check out snapchat either.

Twitter and Pinterest also remain popular. And what about Reddit? It’s hard to say which social media will be most suitable for your business. That depends largely on your business and the preferences of your audience.

Facebook traffic decreasing

Businesses and brands will probably all notice differences in organic reach on Facebook. How significant these differences will be is hard to say. To make it even more complicated, Facebook also changed the way they measure organic engagement. It’s a good idea to keep looking for alternatives for your Facebook-marketing. Investing in SEO seems like an excellent idea! But advertising, writing engaging posts, influencer marketing or other platforms could be great options as well.

Keep reading: Social media for small business owners »

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11 Responses to What to do if traffic from Facebook is decreasing?

  1. Rob
    Rob  • 9 months ago

    I have moved to running some small budget ads to some engaging content on my page… the engagement then helps to get some traffic to other posts on my business page! Great tips as always!

  2. Makale
    Makale  • 9 months ago

    it’s a really nice sharing , the strategy you have given in the matter really made it work thank you.. I will consider the warning you made .. tnx Willemien Hallebeek

  3. Rick Rouse
    Rick Rouse  • 9 months ago

    Great post, Marieke. I’ve moved much of the focus I’d been placing on my blog’s Facebook page to a Facebook group, and the results have been quite wonderful.

    While none of the posts I place in the group are displayed directly in the group members’ newsfeed, every member receives a notification that I have posted a link in the group.

    A large percentage of those members click on the notification and read the post, and many of those folks click the link and read the actual post on my blog.

    I’m currently receiving about 3 times the amount of traffic from my Facebook group than I was receiving from the page at its peak. I find that amazing given the fact that over 5 times as many people “like” the page than are members of the group!

    Again, thanks for a great post!

    • Willemien Hallebeek
      Willemien Hallebeek  • 9 months ago

      Thanks Rick, that’s a valuable addition! Groups can help you reach more people too, and if you find the right ones, it should contain lots of people from your target group too.

  4. Konkan
    Konkan  • 9 months ago

    I had also faced a decrease in traffic through our Facebook page. What i started doing is posting it from my personal profile and it really worked for me. Traffic was increase to our blog.

    But yes we get lot of comments on personal accounts, so you need to really reply to each comments.

    As mentioned sometimes repeated content also decrease the traffic, so we write each post manually which look catchy.

    Always remember short post and proper words will always attract someone to click on the post.

    • Willemien Hallebeek
      Willemien Hallebeek  • 9 months ago

      Thanks Konkan, great that it works! We always craft each post manually too. And yes, replying to comments is a lot of work, but very important indeed :-)

  5. superjohn
    superjohn  • 9 months ago

    Thank you so much for sharing such an awesome blog..

  6. Moumita Mallick
    Moumita Mallick  • 9 months ago

    Although these are nice tips but I am already trying some of these but they are not helping me very much. But still I will give others a try. Thanks for these tips.

    • Willemien Hallebeek
      Willemien Hallebeek  • 9 months ago

      Hi Moumita, Hang in there! Sometimes it’s a matter of trial and error to find out what works best in your situation.

  7. Soneye Saheed
    Soneye Saheed  • 9 months ago

    This is a very helpful article. I love the tips.

    Before the beginning of this year when I finally joined the SEO world, I used to depend on Facebook for traffic. Then, I get less than 20 pageviews from Google.

    All I did was spend hours sharing my published articles on Facebook groups hoping to get some clicks. However, things have really changed now.

    I just publish my article, sit back and get organic traffic from Google, all thanks to WordPress and Yoast SEO plugin.

    • Willemien Hallebeek
      Willemien Hallebeek  • 9 months ago

      Hi Soneye, Awesome that WordPress and Yoast SEO helps you so much. And don’t forget: you’re creating the content Google likes!


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