🦸How to deal with SEO traffic drops effectively

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Disclosure: This content may contain few affiliate links, which means if you click on them, I will get a commission (without any extra cost to you).

Read time: 8 minutesHey, Shane here,Ever experienced the frustration of a sudden drop in organic search traffic with no apparent explanation?With all the updates Google has rolled out these few months, plenty of websites have seen a steep decline in their traffic. Let's unravel the mystery and guide you through the process of diagnosing and rectifying SEO traffic drops.

What you’ll find in this week’s newsletter:

• Diagnosing and rectifying SEO traffic drops

• Shane's pro tips for search rankings recovery

• This week’s featured tool

• The latest blog updates

A special thanks to sponsors who keep this newsletter free: Semrush is my go-to all-in-one SEO tool. I use it daily for keyword research, competitive analysis, rank tracking, and even content quality checking.

Diagnosing SEO Traffic Drops: A Step-by-Step Guide

Now that I’ve gone through what to expect this week, let's dive into the intricacies of diagnosing SEO traffic drops with this step-by-step guide. 

Step 1: Identify the Culprit of the Declining Traffic

Use Google Search Console (GSC) or Bing Webmaster Tools to pinpoint the specific pages or queries that led to the drop. GSC provides you with key insights into how your website performs in Google Search, offering valuable data to optimize your online presence. Here’s how:1. Set Up Google Search ConsoleIf you haven't already, set up your website on Google Search Console (GSC). Visit the GSC website, log in with your Google account, and add your website for monitoring.

2. Navigate to the Performance TabWithin GSC, head to the "Performance" tab, which serves as the control center for understanding how users interact with your website through Google Search.

3. Set Date Range for AnalysisChoose the relevant date range, aligning with when you first noticed the decline in SEO traffic. This focused timeframe will aid in identifying specific changes.

4. Conduct Page-Level AnalysisClick on the "Pages" tab to delve into the performance of individual web pages. Detect any substantial drop in clicks or impressions, pointing towards potential issues with specific pages.

5. Explore Query InsightsExplore the "Queries" tab to uncover the search terms associated with the decline. Identify patterns and note any decrease in visibility for crucial keywords.

6. Compare Data Over PeriodsUse the date comparison feature to analyze the current data with a previous stable period. This comparative analysis highlights variations and helps pinpoint the precise moment of change.

7. Check Device and Location BreakdownFilter results by device and location to discern if the decline is specific to certain platforms or regions. This granular insight can uncover targeted areas for improvement.

Step 2: Rule Out Technical Glitches

Any SEO checklist has this crucial step.Check for common technical errors—ensure pages or templates aren't blocked or return a 200 status code. The devil is in the details. So, meticulous examination is the key.

Examine the robots.txt file to ensure critical pages or templates aren't unintentionally blocked. Confirm that the key pages return a 200 status code, indicating successful accessibility.Scrutinize pages for inadvertent use of no-index or canonical tags. These subtle elements can significantly impact search visibility. Pay attention to the details to rule out these common technical glitches.

Step 3: Look for Branded Queries and Beyond

If the drop is linked to branded queries, delve into other marketing initiatives.Evaluate the success of paid search queries during the period of the SEO traffic drop. A surge in paid search clicks might indicate cannibalization, affecting organic search results.Explore Google Trends to gain insights into shifts in search behavior. External factors like advertising initiatives, social media campaigns, or changes in user preferences could influence branded queries.

Step 4: Unravel Featured Snippets

For queries answerable in search results, investigate if the drop is due to a click decline. Use Google Search Console to examine rank, impressions, and clicks data, shedding light on potential issues in the SERPs.

Step 5: Take a Closer Look at Intent

Conduct an incognito search for dropped queries and analyze the type of sources ranking. Align your content with user intent, acknowledging that SEO is about meeting user needs, not just pushing your brand.

Step 6: Keep Patience; It Will Pay Off

Don't overreact; give it time. Google's evolving algorithms may bring pages back or shift SERP intent. Balance is key — don't discard valuable content or lose sight of user intent in the quest for quick fixes.Remember, SEO is a dynamic journey, and understanding the nuances can lead to strategic improvements. Stay patient, stay informed.

Shane's Pro Tips for Search Positions Recovery

A Deeper Dive

Data-Driven Decision-Making 

• Leverage tools like Google Search Console for insightful data on page performance and user interactions.

• Access GSC and navigate to the Performance section.

• Review key metrics such as total clicks, impressions, click-through rate (CTR), and average position.

• Identify high-performing pages and understand user interactions.

• Use this data to prioritize content optimization for pages with lower performance.

• Experiment with different approaches and track changes in user engagement metrics.

User-Centric Content 

• Align your content with user intent. Understand what users want and create content that addresses their needs.

• Conduct keyword research to identify relevant topics and user queries.

• Analyze user behavior on your site using tools like Google Analytics.

• Create content that directly addresses user queries and provides valuable insights.

• Optimize meta tags and headlines to match user intent and improve click-through rates.

• Solicit user feedback through surveys or comments to understand their evolving needs.

Holistic Marketing Analysis

• Look beyond SEO factors. Assess the broader marketing landscape to identify external factors influencing search behavior.

• Collaborate with teams handling social media, email marketing, and other channels.

• Analyze the impact of marketing campaigns on website traffic and user behavior.

• Monitor industry trends, competitor activities, and market shifts.

• Stay informed about changes in user preferences and behaviors outside of your website.

Implementing these tips is a strategic and informed approach to recovering your lost search ranking positions and traffic. Remember, the key is continuous monitoring and adaptation based on data-driven insights and a deep understanding of your audience and industry landscape.