Impressions & rankings up but traffic down - how could this happen?!
- SEO |
I rolled out these changes about a month ago and have been keeping an eye on the data. Using Google Search Console and Analytics (plus backup from Moz Rank Tracker), I have come to a very disturbing conclusion.
Our impressions and rankings have improved, but somehow our organic traffic has gone down!
Here are the current hypotheses I'm grappling with:
- Our CTRs still aren't great, so we probably aren't getting great a great amount of clicks. This is the first thing I'm going to test and optimise.
- I've somehow missed some key keywords that we used to get traffic from and now our rankings for them have dropped (but I can't seem to believe this one - I've never seen anything weird jump out at me through Google Search Console. And if it is true then there are some seriously weird/non-obvious keywords in our niche. Besides, as far as I can see the pages and their overall copy is much better and less spammy as a whole now).
- We are now ranking higher and maybe looking worse compared to the big dogs we're sitting next to, so we're somehow getting ever fewer clicks than we did before.
What do you think? Why on earth has this happened - and most importantly how do I fix it?
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