How to increase referral traffic for my website

Even though keywords are ranking well for web site…! why referrals are going down in google analytics report for my web site ? Can anyone help me out with your valuable answer.

That simply means that your site is getting less traffic from people clicking links to your site from pages on other sites.

Why?
maybe the other sites pages are getting less traffic.
maybe those reading the other sites pages are not interested enough to click.

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