Skip to main content
dealing with traffic drop

Traffic Drop Recovery Checklist

 

Don’t panic. Take a couple of deep breaths and start investigating!

 1. Diagnose and Understand the Traffic Drop

  • Assess the business impact: Evaluate how the traffic drop affects conversions, sales, or brand awareness. Use Google Analytics or your CRM to quantify lost revenue or leads.
  • Review historical trends: Identify when the drop started and compare it to similar periods (e.g., year-over-year), or use a custom date range (eg. from the date the drop happened compared to the same time period previous.
  • Pinpoint the cause: Analyze changes around the drop (e.g., site updates, algorithm updates, seasonal changes, industry events).
  • Segment affected pages: Determine which content types (e.g., listicles, blogs, product pages) are most impacted.

Helpful tools: Google Search Console

2. Analyze Traffic Sources

  • Segment traffic loss: Determine whether the loss is in organic, direct, referral, or paid traffic. Check Google Analytics acquisition reports.
  • Cross-check content types: See which content formats (e.g., listicles, how-tos) are losing traction.
  • Monitor shifts in audience behavior: Look for demographic or device usage changes using tools like Google Analytics.

Helpful tools: G4

3. Investigate Algorithm Updates

  • Research recent Google updates: Check if recent changes in Google’s algorithm align with the timing of the traffic drop.
  • Check for penalties: Review manual actions in Google Search Console for spam, links, or content violations.

Helpful tools: MozCast, Semrush Sensor

4. Audit and Adapt Content Strategy

Evaluate Content Quality and Relevance

  • Audit existing content: Look for outdated, shallow, or irrelevant content that no longer meets user needs.
  • Recognize what’s no longer effective: If certain formats (e.g., listicles) no longer align with your audience or Google’s priorities, stop creating them. In recent months, I’ve noticed listicles dropping due to the SERP feature “sources across the web.” In some cases, I’ve let the rank go. Users serve happily through Google with Sources Across the Web so optimising the content might not help.
  • Focus on value over quantity: Avoid producing overly competitive content like “100 Greatest” listicles that lack depth.
  • Focus on brand-aligned content: Prioritize unique, high-quality formats that reflect expertise.
  • Embrace quality-driven formats: Opt for content that represents the brand’s unique style and expertise.

Update and Expand Content

  • Refresh existing pages: Add new sections, headings, and details to improve relevance.
  • Incorporate fresh research: Keep content fully up-to-date with the latest trends and data.
  • Optimize for intent: Ensure content aligns with the current search intent for target keywords.
  • Diversify content formats: Use videos, infographics, or podcasts to improve engagement.

Helpful tools: SEOwind

5. Improve Content Categorization

  • Create logical categories: Use topic clusters to group related content.
  • Streamline navigation: Add breadcrumb trails and intuitive menus.
  • Build topical authority: Group related content to reinforce expertise in specific niches.

6. Evaluate Backlinks and Off-Page Factors

  • Monitor lost backlinks: Identify and reclaim high-quality links to impacted pages.
  • Disavow toxic links: Use the disavow tool for spammy or harmful links.
  • Anchor text optimization: Ensure anchor texts are relevant and varied to prevent over-optimization.
  • Analyze competitors: Study their backlink strategies to uncover new opportunities
  • Diversify link-building efforts: Focus on earning links from authoritative and relevant sources.

Helpful tools: Ahrefs, Semrush, Majestic

7. Reassess User Engagement Metrics

  • Track bounce rate and dwell time: Pinpoint pages where users disengage quickly.
  • Improve click-through rates (CTR): Use Search Console to improve meta titles and descriptions.

Helpful tools: G4, Hotjar, Google Search Console

8. Audit Technical SEO Issues

  • Crawlability: Fix broken links, crawl errors, and incorrect redirects.
  • Site Speed: Optimize page load times by compressing images, reducing server response time, and enabling caching.
  • Mobile Usability: Ensure mobile responsiveness using Google’s Mobile-Friendly Test.
  • Core Web Vitals: Address metrics like Largest Contentful Paint (LCP) and Cumulative Layout Shift (CLS).
  • Indexing and Security: Verify key pages are indexed, and ensure HTTPS is implemented.

Helpful tools: Screaming Frog, PageSpeed Insights, GTmetrix, or WebPageTest

9. Examine User Experience (UX)

  • Improve navigation: Make menus intuitive and include a search bar for easy access.
  • Address intrusive elements: Minimize pop-ups and auto-playing media to reduce frustration.
  • Fix readability issues: Use legible fonts, clear headings, and scannable content structures.
  • Ensure accessibility: Follow WCAG guidelines to accommodate all users, including those with disabilities.

Helpful tools: Microsoft Clarity, HotJar, G4

10. Optimize for Search Engines

  • Enhance on-page SEO: Revise meta tags, headings, and schema markup for better visibility.
  • Target intent-driven keywords: Focus on queries that align with user needs and behavior.
  • Improve internal linking: Strengthen connections between related content to boost crawlability.

Helpful tools: Semrush, Ahrefs, Google Search Console

11. Review Competitor Activity

  • Benchmark rankings: Compare keyword performance with competitors.
  • Analyze competitor content: Identify trends or shifts, such as the use of AI-generated content.
  • Evaluate UX and design: Learn from competitors with better layouts or features.
  • Evaluate their backlink profile: Spot opportunities to strengthen your own link-building strategy.

Helpful tools: Semrush, Ahrefs, BuzzSumo, SEOwind

12. Adapt to AI’s Role in Content Creation

  • Reassess ROI on human-written content: Focus on formats AI can’t easily replicate (e.g., case studies, opinion pieces).
  • Emphasize brand voice: Invest in content that AI can’t replicate, like opinion pieces, case studies, and brand-specific storytelling.
  • Incorporate AI strategically: Use AI tools for efficiency without compromising content quality.

13. Build a Long-Term Recovery Plan

  • Prioritize fixes: Start with high-impact pages that are critical to traffic and conversions.
  • Set achievable goals: Focus on regaining lost traffic while sustaining overall growth.
  • Communicate with stakeholders: Share progress updates and the action plan.

14. Monitor and Iterate

  • Track progress: Use tools like Google Analytics, Search Console, and rank trackers.
  • Adjust strategy as needed: Refine tactics based on performance data.
  • Schedule regular audits: Refine tactics based on performance data.

Helpful tools: keyword position tracking with Semrush or Ahrefs.

15. Address User-Specific Issues

  • Align with user intent: Ensure content meets visitor expectations.
  • Build trust signals: Use reviews, HTTPS, and case studies to reassure users.
  • Remove friction points: Simplify checkout processes and optimize forms.

Start writing content that hits
traffic goals, every time.

Sign up for SEOwind