If you have the habit of checking your website traffic from time to time, you likely notice the dip every year in December. Do not be alarmed! No, your website has not suddenly fallen off the Google Earth.
I’ve handled many Search Engine Marketing campaigns for a wide range of clients in a variety of industries. One aspect of these campaigns is to compile a monthly traffic analysis report so we can gauge how well we’re doing. Viewing weekly, monthly, and yearly traffic reports can certainly tell a lot, and they’re all unique. However, one universal consistency i’ve noticed over the years is that no matter what industry, the traffic numbers either stall or actually drop in December.
Is this because I’m a some hack of a search engine marketer who can only grow his clients website traffic stats 11 out of the 12 months? Heck no! It’s simply a case of there being less searches being done overall so naturally there will be less searches being done that are related to your industry. Total online searches decline = your website traffic will likely decline at the same rate.
But why Myles, WHY?!
It’s something I like to call “Browsing Hybernation”. During November and December what are people doing? Shopping, wrapping, planning, hosting, partying, you name it! The holidays mean people are understandably wrapped up in their personal lives. People are less interested in searching online for a new home to purchase or to get some professional video work done for their company when they’re elbow deep in Christmas cookies and figuring out what to wear on New Years Eve.
It’s the time of year when most people’s business lives tend to slow down (and for some, pause completely) so that they can be more present with their friends and family. I for one strongly believe in a healthy balance of work and personal life so I am more than happy to deal with the dips in traffic during this time of year. Although I love to see monthly traffic growth, I will always prefer shortbread and snowballs!