How To Approach Traffic Drops
episode
Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
37 min
2 speakers
4 chapters
transcribed 1 month ago
Transcript
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Transcript generated automatically by AI and may contain errors.
What is the main topic discussed in this episode?
The Voices of Search Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast? I Hear Everything delivers podcast production, growth, and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit IHear Everything.com. Welcome to the Voices of Search Podcast, a member of the I Hear Everything Podcast Network. Ready to expedite your company's organic growth efforts? Sit back, relax, and get ready for your daily dose of search engine optimization wisdom. Here's today's host of the Voices of Search Podcast, Tyson Stockton.
One of the most challenging times as an SEO is when your website's hit by an algorithm update. You have a sudden drop in performance and you're scrambling to understand what has happened. And at the same time, you have executives demanding answers that they may or may not fully understand. As an SEO, this is a stressful time, and yet it's all too common, as many of us have faced this multiple times throughout our career. According to Moz's State of Search 2024, 65% of businesses. Experience an unexpected traffic decline within the last 12 months. Traffic drops have a variety of causes, and each requiring a different recovery strategy. So getting to the real source of the issue is vital to implementing the right SEO strategy.
This is the Voice of Search, and my name's Tyson. And joining us today is Sam Torres, Chief Digital Officer at Gray.co. Gray.co helps businesses create innovative SEO solutions. And today Sam's gonna walk us through her framework for diagnosing changes in organic search performance. With that, Sam, welcome to the podcast.
Thanks so much for having me.
Now we were talking kind of before this, and I think one of the interesting things that you kind of called out is, you know, what it looks like when clients come to you. And I think most of us have if we've been in the industry for a while, we've kind of been through these situations. It's a pressure cooker, so you're getting kind of just bombarded with questions. And so maybe if you could kind of just first like walk us through like what is it Look like when you have someone kind of coming to you maybe for the first time and they're experiencing this traffic drop, like what are some kind of like the common characteristics that you see?
Uh, so I think you hit the nail on the head. It's a pressure cooker. Um, timing is everything. They want answers or they need answers almost immediately. Usually, what has happened as far as uh there's really kind of two scenarios where someone comes to us. One, they've had a really sudden traffic drop, and so they are just absolutely in panic mode. And again, it's the I need to find answers as soon as possible. Usually their executive team. is also breathing down their neck. So we've even had times where like the executive team is the one reaching out to us. And you can tell that their team is actually Already working on it. Yeah. So that's one of the scenarios. The other is where it's been a steady decline, maybe over nine months to 12 months.
Why do sudden traffic drops put SEO teams under pressure?
And so they've been trying to spin their wheels internally, whether it's an internal marketing team or other agencies that they work with, but they're not really figuring out what to do to reverse that trend or haven't even really found the actual source. So that's when sometimes they'll look for a little bit more help. But yeah, uh either way, uh it's never really a super happy intro conversation, right? Um something has happened that has not gone well for them to actually call us. So it usually is a a pretty weighty, weighty conversation to start.
Yeah. And there's it sounds like, you know, there's some level of panic, whether it's coming from the executives or from within the SEO team if they're not sure what's going on. But it's like someone in the conversation is panicking and concerned.
Yes, yes. Someone's panicking. Cause I think also, um, with what has been going on with search, there are still we see plenty of executive teams that haven't really accepted, I guess, the work that SEO takes.
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Chapters
4 chapters
1
What is the main topic discussed in this episode?
0:00–2:58
2
Why do sudden traffic drops put SEO teams under pressure?
2:58–10:38
3
What are the common scenarios clients face when traffic declines?
10:38–29:04
4
How does Sam Torres validate whether a traffic drop is a real business issue?
29:04–37:23