How to Diagnose Organic Traffic Losses Using Search Console?

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A website's organic traffic may go down from time to time. But to know the key reasons behind Google search traffic drop, you need to get into the technicalities. This is where Google’s search console can help you out. To reap the benefits of using a search console, you know how to use it. Read on to know more about it.

What does it mean when your site goes through a Google search traffic drop?

A Google search traffic drop isn’t something one cannot fix. It happens from time to time with almost all websites, regardless of their rankings. The primary reasons could be the lack of updates in the content of a site, reduction in the number of backlinks, and entry of new competitors.

Among the three aforementioned factors for a sharp decline in the organic traffic of a site, analyzing competitors can be a challenging task. You can overcome it through competitive research. Whenever the organic traffic of your site goes down, you can use Search Console to diagnose the issue. Thereafter, you can take practical actions to resolve it further.

Understanding Search Console in detail

Search Console, otherwise known as Google Search Console, is a free service from Google. By using it, you can manage your site on Google Search results in three ways to prevent Google search traffic drop. These include monitoring, maintaining, and troubleshooting the presence of your site.

The common perception regarding the Search Console is that a webmaster must sign up for it to list their site on Google’s search results. However, it is not required. While it is not mandatory, signing up for it can be advantageous. It can help you understand how the Google algorithm sees your site. This way, you can take the necessary steps to create a favorable impression of your site on Google.

Steps to use Search Console to Diagnose Organic Traffic Losses

1. Find out the date of losing traffic

Before analyzing the reason behind losing organic traffic to your website, you need to find out when did it start happening. The search console retains the data linked with the Google search traffic drop of your site for 16 months. You can select a range of dates in the “Performance” section.

2. Draw a comparison of your traffic

After identifying the date of losing organic traffic for the first time, the next thing you need to do is compare the traffic on that date with the other dates. This will let you find out if the loss of traffic on a given date is unusual.

To do so, navigate through the below-mentioned steps:

Performance->Search Results->Date->Compare->Custom

After navigating through these options, choose a date that comes right before the date on which you started losing organic traffic for the first time.

Search Console presents a wide range of options to let you know about the performance of traffic on your website. However, so many details, especially the ones that aren't as necessary as others, can divert your attention. To prevent it, and keep your focus only on the requisite parameters of Google search traffic drop, remove all other metrics except "Average position" and "Total clicks."

3. Find out the pages that correspond to the biggest drop in traffic

Search Console can provide you with information about traffic drop in two ways. You can find it through search queries or view the pages individually. The latter option will help you avoid confusion. This way, you'd find it easier to keep your focus only on the necessary pages/details that need your attention.

To view the details of the biggest loss of traffic, navigate through Pages->Click Difference. To better understand the aggregate report, don't pay too much attention to the difference in the position of the traffic drop figures.

You can either download the report for Google search traffic drop directly in the supported formats by clicking on "Export" or you can copy-paste the details on a spreadsheet and then save it on your device.

4. Diagnose each page individually

Next, analyze the losses on each page by viewing the impressions. You can find it out by activating "Total impressions." The loss could have happened because only a few people searched for the query.

Find out the reason for the loss

As you analyze the reasons for a Google search traffic drop, you'd find that there are three reasons for it. These include stagnant content, a lesser number of internal links, and strong competition from competitors.

If the traffic dropped on your website due to the action of competitors, you would need to dig into the details of their activities. You can do it through competitive research.

Final thoughts to wrap it up!

As mentioned above, Google search traffic drop on your website can be due to three prominent reasons. If you notice an unusual drop in the organic traffic of your site, you can perform the above-mentioned steps to find the reason with the help of Google Search Console.