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 SEO Is Down, Help! A Guide To Diagnosing SEO Traffic Drops

Today’s Ask an SEO question is a common one, both from SEO pros and from clients.

I’m going to focus more on the first part: What causedi my traffic to drop month over month?

Here’s the full question from Britney in Houston, who writes:

What would cause a company’s organic search traffic to sharply decline MoM? We don’t have any broken links, all on-page SEO looks great (titles, meta descriptions, etc), Google has pages indexed, etc.

We have been running Google PPC ads with decent success and that has been driving steady traffic to the site. Direct traffic is up. I’m at a loss… Any ideas?

A drop in organic SEO traffic month over month (MoM) can be frustrating and leave clients in a panic trying to figure out what happened and what they should do about it.

It sounds like you’re on the right track with your investigation, but there are a few other things we should look for.

I’m going to do my best to provide a sort of “checklist” for diagnosing (and hopefully rectifying) an SEO drop.

First Step: Figure Out What Dropped

Before we get into the technical stuff or causes, we need to learn more about what dropped. Was it a specific page? A specific query? Or something more.

The best way to do this is with Google Search Console or Bing Webmaster Tools (use whichever search engine saw the drop.)

First, we’ll pull the MoM report and sort it by change. Then, look for any specific pages and/or queries that led to the drop.

If there are no key pages/queries that fell off, maybe it was a specific type of page or type of query that dropped.

This requires a little manual effort with the data, as all sites are different, but we should know our site well enough to spot any patterns. For example, maybe it’s all product landing pages, product family pages, or blog pages that dropped.

Pro tip: This is one of my biggest pet peeves I see in agency reporting. A report will start off saying that SEO is up or down X%, but never actually say what pages/queries/products caused that change.

That’s the information that your clients really want to know. Without that context, they can’t do anything actionable with the report. Always include the causes of any spikes in your reporting.

Once We Know What Caused The Drop, We Can Investigate

The first step is to do the “stupid” stuff.

If it was a specific page or template, let’s make sure it’s not blocked by robots.Txt, still returns at 200 status code, and doesn’t contain an inadvertent noindex tag or canonical tag, etc.

You’d be shocked how often these things randomly occur on large enterprise websites without anybody knowing why. It’s always good to check.

From there, we should check the render of the page/template to make sure a code change didn’t cause the search engine not to be able to understand the page. This happens a lot, too, and can be tricky to catch.

I’d start by viewing the page cache on Google/Bing and using their fetch and render tools in their search consoles.

It’s no longer good enough to just “view source” in today’s web environment – so much can change with tag insertion and JavaScript that you really need to examine what was rendered.

I’m also a big fan of the View Rendered Source Chrome extension for helping out.

Ok, It’s Not A “Dumb” Technical Error. Now What?

Now is where it gets a bit tougher for us.

If we’ve made it this far, we’ve already confirmed that search engines can crawl the pages and that they can see the content on the pages.

So what else can cause the drop?

Was The Drop Related To Branded Queries?

If so, we should look at other marketing and advertising initiatives. For example, if the drop is due to the brand name, what happened to paid search queries for the brand name? Did they increase?

If yes, maybe there is some cannibalization going on. Do we still rank for that query, or did we drop? Did paid search clicks for the brand also decrease?

Then maybe we have a demand issue. Perhaps fewer people were searching.

We should look at Google Trends to confirm – but also look at spend on TV, radio, display ads, email campaigns, social media, etc. All of these things drive branded searches indirectly, and a decrease in advertising budget often leads to a decrease in branded searches.

Is It A Featured Snippet?

If the query is the type of question that can be answered directly in the search result pages, maybe we just aren’t getting clicks. Let’s head back to Google Search Console and check the rank and impressions.

If impressions are flat, but clicks are down, maybe something is going on in the search engine results pages (SERPs).

(Note: We can also use the rank, impressions, and clicks data to diagnose paid search cannibalization.)

If we’re still ranking for the query but not getting the clicks, then maybe the user is satisfied without clicking. For search queries like [how old is Taylor Swift?] or [what time is it in Bangalore?], the user doesn’t want a web page – they want a number.

There’s not a lot we can do to recover this traffic. Remember, the goal of search engines isn’t to send traffic to web pages but to answer questions.

It might be a good idea to take a hard look at our business model and make sure that we’re providing more than simple answers.

If it’s not the above, now could be a good time to take a look at our title tag and make some updates.

It’s beyond the scope of this article, but make sure the title is enticing with action words that include the main keywords, etc.

It’s None Of Those…

This is where the process gets more subjective.

Our first step is to do an (incognito) search for the queries that dropped. Pay attention to what type of sources or pages are ranking.

For example, if the results for the query are all third-party review sites and not brands, then the search engine has decided the intent of that search isn’t to reward a brand. You may not be able to rank for that query anymore.

Example: A query of [best tvs] doesn’t show any brands in the search results – only reviews and informational content – whereas a search for “OLED TV” shows mostly transactional content: places to buy a TV.

If your query no longer matches the intent that the search engine is trying to show, there isn’t a whole lot you can do – aside from creating some new content that is more in line with the intent that the engine is trying to reward.

This has been a hard pill to swallow for a lot of SEO pros.

Too often, we think of SEO as push marketing: “How do I get my website to rank for this term?” Instead, we need to be thinking of SEO as pull marketing: “What do people searching for this term want?”

Our users are telling us what they want, and search engines are telling us what type of sites they want to show for each query.

Our job is to listen and create those websites. That often comes with a lot of work and cost – but in some situations, it could be the only way to get the traffic back.

In Summary

Hopefully, this guide helped diagnose why SEO is down. There’s usually not one good answer, but the above line of questioning can help us figure it out more than not.

It’s also important not to overreact and give things some time. As Google continues rolling out algorithm updates, sometimes we will see a page come back on its own, or the intent of the SERP shifts over time.

It’s important not to overreact too much, throw out useful or helpful content, or lose track of user and SERP intent throughout the process.

More resources: 

Featured Image: Pressmaster/Shutterstock

How SEO Experts Improve The Web And Help Search Engines

By now, you’ve probably already read “Bitter, cynical Verge article blames SEOs for ruining the internet” on Search Engine Land. 

The Verge article in question provides a critical mention of notable figures in the SEO industry. I haven’t had personal or professional interactions with them, so I can’t provide detailed insights regarding the criticism.

However, I’ve had the opportunity to meet several of these individuals at SEO conferences, such as SMX, which I attended three times in 2011, 2013, and 2015. The fact that I traveled from India to New York to attend these SEO conferences underscores the high level of dedication I have for my work.

The Verge article has rightly mentioned that “SEO is now baked into everything.” Today, we not only optimize for search engines but also optimize the overall web presence of a business. We are moving on from SEO to search optimization.

Some points of concern and care are mentioned below. Additionally, I’ve emphasized how SEO is effectively contributing to the sustainability of the web ecosystem.

How SEOs have always helped the search engines

As someone who has been involved in SEO since 2001, I can attest to the significant evolution of this field over the years. 

In the early days, optimizing websites for search engines like AltaVista and Yahoo mainly involved adding keywords to the keyword tag and the content. Unfortunately, this simplistic approach led to a proliferation of spam and clutter on the world wide web.

However, with the rise of Google as the dominant search engine, fresh air swept through the industry. SEO professionals like myself recognized the need for more sophisticated algorithms that could combat spam effectively. 

Google’s increasing popularity and the coined term “SEO” brought hope to those striving to help small businesses establish a strong online presence.

Nonetheless, every industry has its dark side. The search engine industry is no exception.

The search engine algorithms are not built in a vacuum or as a result of somebody’s imagination but by working on the best practices based on past experiences, research and detailed study of human behavior and indexing issues so that quality results can be churned out for the users. 

SEO professionals play a crucial role in enhancing the quality of websites, whether through on-page or off-page optimization. 

Every aspect of SEO aligns with the broader purpose of improving the web ecosystem, not merely for rankings.

SEO professionals perform actions that benefit both the web ecosystem and search engines, including:

Focus on quality content: Regularly removing outdated and irrelevant content from websites and search engine indexes helps reduce clutter and maintain search result quality.

Error-free HTML code: While search engines don’t mandate W3C compliance, maintaining error-free HTML can help the web maintain a cleaner codebase and assist search engines indirectly.

Setting proper 301 redirects and canonical tags: Efficiently using 301 redirects and canonical tags not only benefits SEO but also reduces duplication in search engine indexing, improving search result quality.

Follow search engine guidelines: Adhering to search engine guidelines and tools assists webmasters in indexing and ranking websites, further improving the quality of search results.

Guest blog if you find it difficult to maintain your own blog: Writing guest posts for well-maintained blogs with a strong readership can help share knowledge and improve SEO while preventing the proliferation of abandoned blogs on the web.

Educate the client about what SEO is: SEO companies need to educate their clients about SEO’s impact on their digital assets, making them aware of the value it adds. Hence, it is necessary to have discussions with the client time and again to inform him about the SEO changes made and also about how SEO is making his digital asset (i.E., the website) more valuable day by day.

Certainly, it’s crucial to consider the ethical aspects of SEO in the context of client relationships.

When a client invests a significant amount in improving their website’s rankings and online visibility, it’s not only about achieving short-term results but also about long-term brand building and effective marketing.

SEO professionals need to maintain transparency and open communication with their clients.

Often, clients may not be interested in the technical intricacies of SEO, such as algorithms, meta tags, or backlink strategies. Instead, they are primarily concerned with the outcomes and the impact on their brand.

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The right SEO approach

The search and web ecosystem revolves around the people who publish content, people who index content and people who search for content. 

Everyone who uses the web falls in at least one of the categories. In our own little way, we can contribute to improving the web rather than only putting the blame on the search engines for not giving us quality search results.

As the internet is a network of networks, we need to harness all the viral and linkable content efficiently. 

We need to understand the intent behind every SEO factor implemented on the site and contribute to the web cosmos as an SEO. 

SEOs have to think from a wider perspective because, when we speak about the convergence of the earned, owned and paid media, we are referring to the web as a whole and not only to the search engines.

Search engines are not the world wide web, but a subset of the WWW superset 

In today's SEO landscape, genuine SEO professionals do not confine themselves solely to Google's algorithms. They look beyond and consider how a website can conform to web standards that are not only currently integrated by search engine algorithms but also focus on standards that hold the potential to be incorporated by search algorithms in the future.

This not only ensures the long-term good health of the website but also makes it prepared to face any algo updates without getting adversely affected.

Instead of running after the algorithmic updates and changes, if we focus on what makes the web a better place and implement the quality factors on the websites as per web standards, then we can be prepared before the search engines use them in their algorithms.

W3C laid the foundations of today’s web with standards such as HTML (in 1997) and XML (in 1998). Many forward-looking W3C recommendations emerged from these earlier technologies and show the organization’s current focus on device-independent data and the promise of a “semantic web.”

By giving importance only to Google algorithms, we are paving the way for Google algorithms to become the standard and helping it to monopolize the web.

Since the term SEO was coined, SEOs have been executing repair functions on websites to make them search engine-friendly, but it’s high time we move on from thinking only about search engines.

SEOs should start thinking about the quality standards that are friendly to the web ecosystem and build and structure online presence (earned and owned) as per the web standards before they get accepted by the search engines.

Instead of understanding what Google wants, we need to understand the standard norms of web design and development, which will make the web a better place and websites robust technically.

Prioritizing web standards

Search engines are a subset of the world wide web. They aim to provide quality search results by extracting signals from the web.

Instead of fixating on algorithmic updates, SEO professionals should concentrate on what makes the web a better place.

Proactive implementation of standards

For instance, microformats, a standard since the early 2000s, gained widespread attention only when Google introduced the Knowledge Graph in 2012.

SEOs should implement such standards proactively rather than waiting for search engines to enforce them.

Empowering SEOs and website owners

By prioritizing only Google's algorithms, we risk making those algorithms the de facto standard, potentially leading to a web monopoly.

SEOs must embrace standards that enhance the web ecosystem and prepare websites to withstand algorithm updates.

A wider perspective: Beyond search engines Ensuring credibility and trust

Just as an engineer applies scientific and practical knowledge to design structures, a good SEO professional must apply technical specifications that align with web standards.

This approach strengthens the web presence and fosters trust and credibility.

Embracing the semantics of the web

In the modern digital landscape, user-generated content and word-of-mouth play a vital role in decision-making.

Users rely on recommendations from their networks more than website claims, emphasizing the importance of maintaining consistency between website content and social media platforms.

Optimizing beyond search engines: Focus on users and standards

SEO's role is not limited to search engines but extends to the broader web standards applicable now and in the future.

This approach ensures a website's long-term health and resilience to algorithm updates.

A holistic approach to SEO and the web ecosystem

SEO professionals should shift their focus from search engines to the quality standards that benefit the entire web ecosystem.

By adhering to these standards and collaborating with website owners, SEOs can make the web a better place for all its users.

Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.

How To Navigate SEO In A Multi-platform World

The role of an SEO professional has undergone a major transformation in recent years.

Traditionally, SEO was primarily about keyword optimization and links and ranking well on search engines like Google and Bing.

While these elements remain important, search engines today evaluate a much more complex set of ranking factors. And the search landscape has changed significantly. 

The very definition of a search engine has evolved.

Social platforms TikTok and Pinterest are some of the biggest search engines after Google.

Consumers use Amazon as a one-stop ecommerce shop and YouTube as a how-to university.

People don’t passively use the default search engine on their browsers anymore. They actively seek what they want, where they want.

As SEOs, we must adapt and expand our skillset to stay relevant in the ever-changing world of organic search. Our role has expanded to include a much broader set of responsibilities.

To thrive in today’s dynamic environment, SEOs are expected to:

Be more involved in – if not lead – the content creation process. They need to help develop content strategies and ensure that content is optimized for search engines and users.

Work closely with UX designers to create websites that are easy to use and navigate.

Use data and analytics to track their progress and measure the success of their campaigns.

Collaborate with social media and PR teams to create a more holistic marketing strategy.

All of this change has led to some big questions for us. As SEOs, we must determine what we need to know and do to stay relevant in organic search. 

What does an SEO need to know in this new era of consumer exploration and discoverability? 

The evolving SEO landscape demands a shift in mindset. SEOs are not just “optimizers” but digital marketers with a broader skillset.

Embracing these other channels and tactics is key to success in the new era of organic search.

Content marketing 

High-quality, informative content that resonates remains important. As SEOs, we must:

Focus on creating valuable content that answers the questions of our target audience.

Leverage search trends and organic data to inform the content marketing strategy.

Evaluate competitors and the search landscape to identify content gaps.

Look at all content creation through the lens of building E-E-A-T.

User experience 

In many ways, SEO and UX go hand in hand. The goal of UX is to ensure a seamless and intuitive website experience.

Google’s goal is to provide the best answer for the user – and the best user experience plays a pivotal role in that process.

SEO professionals must be well-versed in user-friendly design, not to mention things like accessibility, page speed optimization, and mobile-friendliness.

Social media 

Building a strong social media presence is essential for brand visibility and complements your SEO efforts.

When it comes to using the two channels together more effectively, you can start:

Leveraging social to increase your space in the SERPs.

Using social listening to narrow down keyword themes.

Working with social influencers to gain topically relevant links. 

Dig deeper: How to optimize your social media pages for search

Public relations

An integrated approach to PR and SEO is an ideal way to reach audiences and make authentic connections.

When we think about off-page efforts in particular, bolstering a site’s credibility and visibility requires securing organic, relevant mentions from other credible sites.

Building relationships with influencers and other authoritative figures in your industry can improve your website’s reputation and authority, positively affecting search rankings.

We are more successful when we can leverage a digital PR approach, using storytelling to enhance brand authority and credibility – thinking outside the standard process of link building. 

Dig deeper: Moving on from search engine optimization to search optimization

How do we address non-traditional search engines like TikTok, Amazon and voice? 

While Google remains the dominant player in the search engine space, optimizing for non-traditional search engines is essential for effective SEO. 

So, how do we respond to this revolution and reach consumers where they are, nurturing engagement at each touchpoint rather than over-indexing on Google and Bing?

TikTok

TikTok is the world’s fastest-growing social network today and a new kind of search engine in its own right.

And with the right approach, you can expand your reach on TikTok with a lower investment than traditional search engines. In terms of branded content on TikTok, the opportunity is massive. 

As with traditional SEO, start by doing the research. Browse TikTok to learn what relevant topics others are searching for and what is already ranking well.

To rank well, utilize all of the functionality TikTok has to offer  –  descriptions, hashtags, captions, effects, sounds, etc. And don’t forget to pay attention to what’s trending!

Dig deeper: So, you started a company TikTok – now what?  

Amazon 

As the go-to online marketplace, optimizing Amazon product listings is essential for ecommerce businesses.

With search, you can have the greatest content on the web – but if no one can find it via Google, it doesn’t matter. Similarly, you can have the best product out there but if no one can find it on Amazon, it doesn’t matter. 

In addition to the standard product titles and descriptions, Amazon ranking factors include key features, pricing, images, and backend search keywords.

Key features are five product-specific bullet points that offer additional contextual relevance for the Amazon algorithm.

Backend search keywords are essentially the meta keywords for a product listing. Consumers don’t see these, but they offer additional context for the Amazon algorithm and reinforce relevant search terms your audience may be using.

Dig deeper: 5 Amazon product listing optimization must-haves  

Pinterest

Leveraging Pinterest for visual search is somewhat underrated in today’s TikTok-heavy digital marketing landscape. However, optimizing images and content for Pinterest can significantly boost visibility.

Not only does Pinterest boast a whopping 465 million active monthly users, but the prevalence of Pinterest pins in Google search results is astounding.

This means more traffic to Pinterest and subsequent clicks to your site that would have previously been from organic search, are now being attributed to social media.

Optimization on Pinterest involves creating a robust profile and leveraging all the available features.

Create boards to categorize your pins.

Use Pinterest search to do keyword research and find niche topics.

Pay attention to pin structure, image size, and fonts, plus wording in titles and descriptions.

Voice search 

With the proliferation of smart speakers like Amazon Echo and Google Home, not to mention the smartphone in your hand, optimizing for voice search through conversational keywords and featured snippets is crucial.

Voice search differs greatly from text-based search because it is extremely conversational and typically focused on long-tail queries. Improve visibility in voice search results by:

Targeting the same type of question-based and informational keyword themes.

Focusing on the “who,” “what,” “when,” “where,” and “how” with your content and target Google featured snippets directly.   

How are artificial intelligence and machine learning impacting user experience? 

In recent years, artificial intelligence (AI) and machine learning (ML) have emerged as game-changers in SEO. These technologies have revolutionized the way search engines deliver results and how we, as SEOs, work day to day.

Search engines use AI and ML to understand user intent and deliver more relevant search results. To stay competitive, SEOs are expected to produce more with less, thanks to AI tools.

In theory, we can save countless hours by automating and streamlining content creation – but to what end? Will we see the same results? Are we ready for the inherent risks with AI-generated content?

SEOs today have to:

Find a balance, incorporating this exciting technology without forgetting what really matters: user experience and the person on the other end.

Leverage the tool for what it is and refine our skills in the areas where AI can’t replace a real SEO pro.

Remind clients, leadership, and others that scalability in SEO has to look beyond pure efficiency and focus on efficiency without sacrificing quality.

How do we continue to show the value of SEO?

As we learn to navigate the dynamic world of AI, understand non-traditional search platforms, and build a broader range of marketing skills, we must also rethink how we define SEO success in this new world. 

Historically, it has been difficult to prove the efficacy of SEO. We cannot directly tie revenue to rankings. And rankings are, for better or worse, the vanity metric clients care about. 

As mentioned, the growth of social-first search, coupled with social platforms’ growing visibility in traditional organic SERPs, means fewer visits get counted as organic traffic.

With the rollout of Google Analytics 4 and the “data-driven attribution model,” we may see conversions decrease for organic search as well. 

We need to expand our definition of success and look to other key metrics that show the value of SEO:

Report on multi-channel attribution where social traffic includes organic search as a touchpoint. 

Determine organic share of voice by evaluating any ranking for our brand, whether it’s the primary website, or a social profile, or a featured snippet. 

Define a value for featured snippets and position zero and determine the impact on CTR and traffic. 

Whatever advanced metrics we can leverage to prove our value, it’s clear it will require a deeper level of analysis and strategy than ever before. 

Dig deeper: Search, social and retail: The future of digital brand experiences

What this evolution really means for the future of search marketers

Our roles have evolved beyond the narrow confines of traditional search engine optimization. The definition of a search engine continues to expand and to stay relevant, SEOs must adapt, learn, and diversify their skill sets. 

We need expertise in everything from content marketing and user experience to social media and public relations. Overall, our role has become more strategic and data-driven. We are responsible for helping businesses to achieve their overall marketing goals, not just improve their search engine rankings.

In this new era of consumer exploration and discoverability, the most successful SEOs will be those who understand that their job is crafting a comprehensive approach to digital marketing. It’s clear that moving forward, this will be table stakes. 

Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.