Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast How To Approach Traffic Drops
May 5, 2025
Sam Torres, Chief Digital Officer at Gray Dot Co and SEO specialist, shares her insights on tackling traffic drops. She introduces a three-step framework to diagnose organic search declines, emphasizing the need to validate impacts and identify patterns. The conversation dives into the emotional challenges for clients facing urgent traffic losses, the importance of technical SEO, and effective communication strategies with executives. Torres also highlights the necessity of collaboration with engineering teams and presents options for addressing drops to foster deeper discussions.
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Panic During Traffic Drops
- Traffic drops often lead to panic, especially under executive pressure.
- Clients either experience sudden drops requiring immediate answers or slow declines with unclear causes.
Validate Traffic Impact First
- Always validate if a traffic drop truly impacts business metrics like conversions or revenue.
- Check tracking integrity before deep investigation to confirm the issue is genuine.
Using AI to Find Patterns
- AI and machine learning can automate pattern detection in traffic data.
- Clustering keywords and analyzing by page templates reveal whether issues are technical or content-related.