Identifying the reasons for traffic decline or growth

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More important than finding declines or growth is understanding why a page lost or gained traffic.

Below we will give you some suggestions for analysis that can be, and often are, the reasons for traffic variations:

Gain/loss of positions in the SERPs .
Gain/loss of SERP features such as Featured Snippets , People Also Ask, Carousel.
Organic page CTR has decreased, it refers to the percentage of clicks that organic SERP results receive. Often, Google places a graph or knowledge panel, increases the number of ads on the page, which affects the number of clicks on organic results.
One tool that can help you see the CTR of a specific results page is Moz's Keyword Explorer.

Seasonality of keywords , since some keywords have a large variation in traffic at certain times of the year, for example: Christmas, Easter eggs and the World Cup.
CTR (Content Performance), the number of clicks on a specific page dropped in the SERPs.
Traffic summary
Current situation:

growth consistent or not with that expected for that period;
traffic to the most important content;
conversion performance and traffic quality.
Opportunities (next steps):

identify opportunities from declines and increases;
content that lost positions;
SERP features available;
seasonality, location, among others.
A good traffic analysis is essential to help with content and keyword analysis.

Content analysis
A good SEO analysis should look at your blog content . First, you need to identify which posts are most important for your website/company.

The most common thought is that the pages that generate the most traffic are the most important for a website. And this isn't necessarily true. As we said, traffic can often be a vanity metric.

As an example, look at the pages we actually consider the most important at Rock Content:



There are several pages that generate much more panama phone number list traffic than the featured ones, but when we think about our market and the services Rock offers, these are the pages that educate and drive our potential customers through our conversion funnel .

Therefore , the main pages are not those that generate the most visits , but those that have the greatest business potential. Or a balance between the two, like those above.

Once these top pages have been identified, we need to audit this content. What is quality content? How do I evaluate my content to see if it really deserves to be at the top of Google?

We will analyze some key indicators to identify that quality, factors that tell Google whether the content has quality or not.

User intent
The first evaluation your content should receive is: does it really respond to the user's search intention ?

To do this, it is essential to analyze the results that Google considers most relevant and the topics they address. The following metrics are also indicators of whether this intention is being answered or not.