Before we go into this article, let us see why do websites fail?
Most websites fail because they write on random topics without focus, which prevents search engines from understanding what the site is about and stops visitors from trusting the site enough to return.
This is something I have personally experienced more than once. Even after learning about niches, I still fell into the same trap again by jumping from one similar topic to another. Each time I did that, I unknowingly robbed Google of the opportunity to clearly understand what my website stood for.
The painful truth about why most websites never earn
When people start websites, they usually have one main expectation. They believe that once content is published, money will somehow start showing up. This mindset alone has killed more websites than bad hosting or poor design.
The internet is full of advice that encourages people to publish consistently, follow trends, and chase traffic. While consistency matters, publishing without direction is one of the fastest ways to keep a website stagnant. This same issue shows up repeatedly in how people misunderstand
how websites actually make money.
A website does not fail because the owner is lazy. In most cases, it fails because the owner is confused. Confused about what to write. Confused about who the website is really for. Confused about how money is supposed to come in.
I have been there. I have written articles that had nothing to do with each other. I have chased trending topics simply because they were popular. I have even justified it by saying the topics were related, when in reality, they were not focused enough to build authority.
How writing random topics confuses search engines
Search engines are not human. They do not guess your intention. They depend on patterns, structure, and repetition to understand what your website represents.
When you write about everything, you tell search engines nothing.
One day your website talks about making money online. The next day it talks about crypto. Another day it switches to blogging tips. Then suddenly you publish something about social media growth. To you, these topics may look connected. To search engines, they look scattered.
I made this mistake even after understanding niches. I moved from one similar topic to another, thinking I was still safe. What I did not realize was that similarity is not the same as focus.
A focused website goes deep on one core idea. A random website goes wide and shallow.
Search engines reward depth, not confusion.
Why random content kills authority before it even starts
Authority is not something you claim. It is something that is built over time through consistency and clarity.
When a website publishes random topics, it never gets the chance to become known for anything specific. Visitors come once and leave because they do not see a clear reason to return.
Ask yourself this honestly. If someone visits your website today, can they immediately tell what your site is about without reading ten articles?
If the answer is no, that website is already struggling, even if traffic exists.
This same lack of clarity is one of the reasons many Nigerian websites struggle, as explained in
why most Nigerian websites don’t earn consistently.
And without trust, money never flows.
The mistake of using paid adverts without content depth
Some people try to escape this problem by running paid adverts. They believe traffic is the missing piece.
Traffic is not the problem.
I have seen people run ads, get visitors, and still earn nothing. The reason is simple. When visitors land on the site, they find no similar resources to explore.
They read one article and leave.
No follow up content. No related pages. No clear path.
Even if the content is good, the lack of structure makes visitors feel like they have reached a dead end.
People do not return to websites that feel unfinished.
Why visitors leave and never come back
Visitors are not looking for one article. They are looking for understanding.
When someone lands on your website from search engines or paid ads, they are asking a silent question. Can this website help me beyond this page?
If the answer is not obvious, they leave.
This is where random topics cause serious damage. When articles do not connect, visitors do not feel guided. They feel lost.
I noticed this clearly when my own site struggled. People came, read, and disappeared. It was not until I focused on one niche and created related content that things changed, especially after fixing issues similar to those discussed in
common monetization problems Nigerian websites face.
Once visitors started seeing similar articles, they stayed longer. They clicked more pages. They began to trust the site.
Why niche focus changes everything
The moment I focused on a niche, everything became clearer. Not overnight, but steadily.
Search engines began to understand what my website was about. Visitors began to recognize the site as a resource, not just a random blog.
Niche focus does not mean you write one article. It means you build a system of content that supports one main idea.
This is why pillar content and strong supporting articles matter. When done correctly, they tell search engines and visitors the same story, which is the foundation of
how websites make money.
That story builds trust.
How random topics keep websites permanently stagnant
A stagnant website is not always one with low traffic. Sometimes it is one with traffic but no progress.
Random topics prevent momentum.
Each article stands alone instead of pushing the website forward. There is no accumulation of authority.
This is why many website owners feel like they are working hard with nothing to show for it.
The effort is real. The direction is not.
Why Google needs clarity before rewarding a site
Google does not reward effort. It rewards clarity and usefulness.
If Google cannot easily categorize your site, it will hesitate to trust it.
This hesitation shows up as slow growth, poor rankings, and low earnings.
Once I stopped jumping between topics and focused on one clear direction, the site began to stabilize.
Clarity gave Google confidence.
Final thoughts from experience
If you are struggling with your website, ask yourself one question.
Does my website clearly communicate what it is about within five seconds?
If not, that is where the problem is.
Fix focus first. Trust follows. Money comes later.
This is not theory. This is experience.