Some situations such as position losses due to the developments made by your competitors and Google updates, position losses due to cannibalization errors, decreases in search volume may cause us to lose clicks, impressions, CTR and organic traffic depending on these.
Google has provided information on the main reasons for organic traffic declines and how to analyze them in a blog post .
Technical problems experienced on websites, security problems, manual processes implemented by Google, updates and search volume losses can be the main reasons for organic traffic losses, which are mentioned in this blog post.
He also shared with users visuals of how organic traffic graphs might look, along with organic traffic losses due to these reasons.
Let's examine together the possible reasons stated by Google, how these reasons can be detected, and the actions that need to be taken.
Search Volume Drops
Search volumes may experience seasonal changes, as well as changes depending on the agenda.
While you can see instantaneous changes in search volume with Google Trends , you can also access this information with tools such as Google Ads Keyword Planner , seo.do, SEOmonitor , Ahrefs, SEMrush.
We can access trending topics on Google with Google Trends.
For example, we see that Izmir's liberation anniversary 'September 9' searches are trending higher:
With the Keyword Planner tool, we can see the graph of overseas chinese in worldwide data changes in the search volumes of keywords.
For example, we see that the query ‘sunscreen’ sees a spike in the spring and summer months, and a drop in the fall and winter months:
In the scenario where there are no position changes, we can say that the loss of organic traffic from the query 'sunscreen' in the autumn and winter months is due to the decrease in search volume.
Position Losses
Position losses, which we can describe as the most basic reason for organic traffic loss, can be caused by many reasons. Developments made by your competitors, Google updates, manual transactions, cannibalization errors are the most known reasons for position loss. Apart from these, depending on the purpose of Google algorithms to offer the best results to users, situations such as low product variety and stock status on category pages can also cause position losses. For this reason, it is very important to regularly follow the position changes experienced in targeted queries.
