By Shad Super in Questions —

What Steps Should Be Taken When There Is a Noticeable Drop in Clicks and Impressions for a Previously Well-Performing Page?

Summary

A noticeable drop in clicks and impressions for a previously well-performing page can be addressed by conducting a thorough analysis of SEO factors, site performance, content quality, and external influences. This detailed guide covers various essential steps to identify and rectify the issues.

Check for Technical SEO Issues

Google Search Console

First, use Google Search Console to check for any technical errors on your page such as indexing issues, manual penalties, or crawl errors. Ensure there are no Sitemap issues and update them if necessary [Google Search Console Help, 2023].

Mobile Usability

Ensure your page is mobile-friendly. Google's Mobile-Friendly Test tool can help you assess and fix any mobile usability issues [Mobile-Friendly Test, 2023].

Page Speed Insights

Audit your site’s speed. Use Google’s PageSpeed Insights to determine load times and performance bottlenecks. Improve issues highlighted in the report, such as optimizing images and reducing server response times [PageSpeed Insights, 2023].

Analyze Content Quality

Content Relevance and Freshness

Ensure the content is up-to-date, relevant, and thoroughly addresses the topic. You might need to refresh the content, by adding new information, images, or breaking down sections for better readability [Content Freshness, 2023].

Keyword Optimization

Evaluate if the page content still aligns with the target keywords. Over time, keyword relevance can change. Tools like Ahrefs or SEMrush can help analyze how well your keywords are performing and suggest updates if necessary [Improve Existing Content, 2023].

Check the quality and quantity of backlinks to your page. Tools like Moz’s Link Explorer or Ahrefs can help analyze the backlink profile. Disavow bad links if necessary and seek new quality backlinks [Moz Link Explorer, 2023].

Competitor Analysis

Analyze if competitors have recently improved their pages. Use tools like Ahrefs or SEMrush to understand what changes competitors have made that might be attracting more traffic [SEMrush, 2023].

Monitor User Behavior

Google Analytics

Use Google Analytics to monitor user behavior metrics such as bounce rate, average session duration, and pages per session. High bounce rates or low engagement rates might indicate issues with the page content or usability [Google Analytics, 2023].

Heatmaps and Session Recordings

Tools like Hotjar or Crazy Egg can provide insight into how users interact with your page. Heatmaps and session recordings can help you identify usability issues or content that doesn’t engage the audience [Hotjar, 2023].

Update and Improve On-Site Elements

Meta Tags and Descriptions

Ensure that your meta titles and descriptions are still compelling and relevant. This can significantly affect CTRs from SERPs. Make sure they include primary keywords and a clear call-to-action [Yoast, 2023].

Internal Linking

Improve internal linking to guide users and search engines to the most important pages. This can help improve the indexing of your page and user navigation [Internal Linking, 2023].

Algorithm Updates

Keep track of Google algorithm updates. Major updates might affect page rankings, requiring content adjustments. Resources like Search Engine Land or Google’s Webmaster Blog can help stay updated [Search Engine Land, 2023].

Identify if a drop in impressions and clicks is due to seasonal trends or other external factors. Google Trends can help you understand search interest over time [Google Trends, 2023].

Conclusion

To address a drop in clicks and impressions, start with evaluating technical SEO, content quality, backlink profile, and user behavior. Also, keep up with search algorithm changes and external trends. Regular monitoring and updates are key to maintaining a page’s performance.

References