Posted by andrewchoco
Picture this scenario. You’re a new employee that has just been brought in to a struggling marketing department (or an agency brought on to help recover lost numbers). You get access to Google Analytics, and see something like this:
(Actual screenshot of the client I audited)
This can generate two types of emotional response: excitement or fear (or both). The steady decline in organic traffic excites you because you have so many tactics and ideas that you think can save this company from spiraling downward out of control. But there’s also the fear that these tactics wont be enough to correct the course.
Regardless of whether these new tactics would work or not, it’s important to understand the history of the account and determine not only what is happening, but why.
The company may have an idea of why the traffic is declining (i.e. competitors have come in and made ranking for keywords much harder, or they did a website redesign and have never recovered).
Essentially, this boils down to two things: 1) either you’re struggling with organic optimization, or 2) something was off with your tracking in Google Analytics, has since been corrected, and hasn’t been caught.
In this article, I’ll …read more