Why has my website traffic dropped?

Start with evidence, not one headline number.

A decline in traffic does not automatically mean that SEO has failed. A small movement in position, a seasonal change in demand or a reporting issue can produce a visible change in clicks. The diagnosis needs to establish the source of the change before the work is prioritised.

1. 01

   Compare the right periods

   Review the affected period against a comparable earlier period and, where enough data exists, the same period last year. This helps separate a genuine decline from recurring demand patterns.

2. 02

   Find where the loss occurred

   Check which pages, queries, countries, devices and search types lost clicks. Then compare impressions, click-through rate and average position to understand whether the issue is visibility, demand or presentation in the results.

3. 03

   Check technical access and recent change

   Review indexing, crawlability, redirects, page releases and tracking configuration. A misplaced noindex directive, a broken redirect or a reporting change can look like a marketing problem when it is actually technical.

4. 04

   Set a proportionate response

   Small ranking fluctuations do not always justify a major rewrite. A wider or persistent decline may require a more complete review of technical health, content usefulness, competitor movement and search intent.