Skip links

Here’s Why Your Google Traffic Dropped Suddenly and Significantly

There can be any number of reasons why your Google traffic dropped suddenly and significantly. This can be an issue with something as simple as your analytics code being removed accidentally after a website update, or something more severe such as your website being penalized by Google.

There are many things to check to determine why your Google traffic dropped, so below is a list to start with.

Redirects Removed or Changed Can Cause Google Traffic Drops

Redirects are used to transition users and search engines from an old page to a new page. Using 301 redirect signals to Google that the page has permanently moved and they are free to pass ranking metrics from the old page to the new page.

Redirects are usually done within an htaccess file, within the cPanel of a hosting account, or if you’re using WordPress they can be done with any number of plugins. No matter which strategy is used, we recommend keeping a running list of all redirects so that if something happens you’ll have a quick backup solution.

To determine if your redirects are still valid and have not been removed, simply take a few from your backup list and check them by visiting the page, or by putting them in a redirect checker – there are many that can be used and you can simply search Google.

A Blocked Website Can Cause Google Traffic Drops

Unfortunately, this is more common than we would like to see. There are a few ways you can unknowingly block your website.

Blocking your website usually happens during two periods:

In both cases the developer or designer forgets to remove the noindex/nofollow code from the templates, the disallow directive from your robots.txt file, or if designing in WordPress forgetting to uncheck the box in Settings > Reading >  section that says “Discourage search engines from indexing this site.”.

Google Update Can Cause Traffic Drops

Google is always tweaking and updating their algorithm – some large updates such as Panda, and other minor tweaks.

Most of the time they won’t announce an update, which is why tools such as Mozcast – from that is a basic weather report for the search results and the SEMrush  Sensor  – from that is a sensor across their dataset of keywords and is segmented by industry type have become more important in diagnosing traffic loss.

The key to determining if your website was impacted by a recent Google update is to check multiple data points.

Link Spam Will Cause Google Traffic Drops

Usually once a year Google will release a major link-based algorithm update to try and sort out valuable links vs. spam links that were created by a new link-building tactic that marketers started implementing.

Link spam is usually one of the major issues that websites that lose Google traffic have. The business owner either hired a bad SEO company, or thought that they could “outsmart” the Google algorithm by either buying links, or embarking on strategies that create a large number of low-quality links, such as directory submissions, articles directories, press releases, etc.

To determine if your website traffic was impacted due to your website having too many low-quality links, you will need to do a link audit, which starts by exporting your link graph and doing a deep analysis.

Low-Quality Content

Content is at the core of all business growth strategies. Without great content users won’t engage, Google won’t rank you, and the risk of being affected by a search engine update increases.

We have written about content quality over and over, and yet still find websites that are creating low-value, generic, 500-word articles that provide no value.

There are two parts to the content that we find issues with the most.

Content Value

Before hitting publish, determine if your content is valuable to both users and search engines by asking these 4 questions.

  • Did an expert or enthusiast who knows the topic write the article? If they did, you’re on the right track.
  • Does this article have spelling, stylistic, or factual errors? If your content has errors, you need to do a better job during the editing phase.
  • Does the article provide original content or information, original reporting, original research, or original analysis? If it goes beyond the obvious then you’re creating original value that Google will reward.
  • Does the content provide a complete or comprehensive description of the topic, or are the articles short, unsubstantial, or otherwise lacking in helpful specifics? If you are creating short 500-word articles, your content is most likely garbage.

Content Structure

People are not reading your content – they’re scanning it for answers to their questions. They usually skim pages looking for highlighted keywords, meaningful headings, short paragraphs, and a scannable list.

Since they’re in a hurry to find the piece of information they’re looking for, they’ll skip what’s irrelevant for them.


Low-Quality Website Can Cause Google Traffic Drops

Website quality includes many aspects, from Usability, Experience, and Information Architecture, to Visual Design and Content.

Website quality not only impacts your SEO, rankings, and Google traffic, but it also impacts your conversion rate. Impact on conversion rate and lead generation activities is due to how much users trust your business based on your website’s inherent visual appeal, ease of use, and authoritative content.

To determine if your website quality is an issue, you can analyze your website using our website design checklist.


When a website is over-optimized, it’s usually due to an over-zealous marketing person who thinks that if adding a keyword one time is good, then adding it ten times must be better – this is not the case.

Google Over-optimization usually is done in the following locations:

  • Title Tags
  • Body Copy
  • Navigation Language

To determine if your website may be over-optimized check your title tags for lists of keywords, check or content for the same keyword written multiple times or a lack of content structure as mentioned above, and check your navigation for repeated keywords that don’t add user value.

Tracking Removed

This is probably the easiest thing to check if you’ve noticed a drop in Google traffic. If you’re using Google Analytics 4  simply view the source of your website content and check the header and footer area for your Google Analytics Code. It should look something similar to:

google-analytics-codeYou Didn’t Have A Transition Plan

We have written many times about the importance of having a transition plan when redesigning, migrating your website to HTTPS, or relaunching your website.

Recommended reading: Here’s why your traffic dropped after your website redesign

If you recently redesigned, migrated, relaunched your company’s website, or moved it from HTTP to HTTPS and you noticed a significant drop in Google traffic, you most likely didn’t have a website design firm who understood how to implement a transition plan.