Posted by Daniel_Marks
Almost every consultant or in-house SEO will be asked at some point to investigate an organic traffic drop. I’ve investigated quite a few, so I thought I’d share some steps I’ve found helpful when doing so.
Before you sound the alarm and get lost down a rabbit hole, you should make sure that the drop you’re seeing is actually real. This involves answering two questions:
This might seem trivial, but at least a quarter of the traffic drops I’ve seen were simply due to data problems.
The best way to check on this is to sense-check other metrics that might be impacted by data problems. Does anything else look funky? If you have a data engineering team, are they aware of any data issues? Are you flat-out missing data for certain days or page types or devices, etc.? Thankfully, data problems will usually make themselves pretty obvious once you start turning over a few rocks.
One of the more common sources of data issues is simply missing data for a day.
Metrics go up and down all the time for no discernible reason. One way to …read more