Is Your Website Traffic Down? Here’s What to Do Next
You launch your website. You optimize your content. You see growth in traffic and clicks. But then, without warning, your organic traffic plummets. It’s every website’s nightmare. Are zero-click searches or other AI overviews to blame?
Whether the drop is dramatic or gradual, the key to recovery is a thoughtful diagnosis—not panic. Seth Nickerson, Vice President of SEO at IDX, explained that there are many factors that can contribute to a drop in website performance.
“When traffic drops, one of the first things we look at is impressions vs clicks in Google Search Console,” he said. “We then try to isolate whether the changes are tied to a few specific pages, keyword sets, or if there’s a site-wide issue.”
Understanding the root of a traffic decline is essential. So where should you start?
Evaluate Key SEO Metrics
Organic traffic doesn’t disappear overnight without a cause. It can be the result of algorithm updates, technical errors, changing trends, or even the growing presence of AI-powered overviews in Google search results. In fact, Ahrefs has found that AI overviews reduce clicks by 35.5%.
To begin troubleshooting, check:
- Impressions and clicks (via Google Search Console): A drop in impressions can mean your pages aren’t appearing as often in search results. A drop in clicks can suggest your rankings have slipped or your meta content isn’t compelling enough.
- Page indexing and crawl errors: Ensure that Google can still crawl and index your content effectively.
- Top performing pages and keywords: Identify whether traffic losses are isolated or widespread.
- Changes in search intent: Determine if Google has shifted what it considers relevant for your target keywords.
“Usually, if there’s something like an algorithm update, it affects some sections of the site more than others,” Nickerson said. “If it's a site-wide drop, that can be indicative of a bigger issue, meaning either Google is having a hard time crawling pages or something else is preventing the site from performing as it did before.”
User Intent: The Heart of Content Recovery
Search intent, or user intent, is more than an SEO buzzword. It’s the backbone of sustainable content performance.
“When we talk about user intent, we're talking about the desired action after someone uses a keyword,” Nickerson explained. “The most common types are informational, navigational, commercial, and transactional. If we see keywords losing visibility, it can mean Google believes the intent has changed, or that users aren't finding the content useful.”
This shift can play out in two ways:
- Search intent has evolved: If users bounce quickly from your page, Google may test other results instead, assuming your content didn’t meet expectations.
- Content experience falls short: Even if you’re targeting the right intent, users may abandon the page if it fails to engage or guide them.
“To recover the visibility and traffic for those keywords that have lost visibility, it usually boils down to researching the sites that are ranking well for your desired pages' keywords, reviewing the intent of the keywords and seeing what the experience is like on the ranking pages,” Nickerson said.
“You can see this with your own experience searching and visiting websites. If you go to a site and you start scrolling and you realize this is not what you’re looking for, you're most likely going to bounce back to search results.”
Don’t Fall for the Biggest Misconception
When traffic dips, many businesses assume the worst: their website is broken, or Google is punishing them. That’s not always the case.
“Probably the biggest misconception businesses have is that a drop in traffic means there’s something wrong with their site or a Google update hit them,” Nickerson said. “Often, it’s as simple as losing a ranking for a high-volume keyword or a change in search trends.”
He pointed to a recent client experience: “We had a client with a popular article on how to play Sudoku. It ranked for dozens of keywords. But when Google rolled out an AI overview for that topic, their clicks dropped significantly. Even though they were included in the AI overview, they saw a large decrease in clicks. Users no longer needed to click through to get their answers.”
This is part of a broader shift toward zero-click searches, where users get answers directly in the search results or AI tools without visiting a website. According to SparkToro, over 58% of searches are zero-click, meaning they end there.
Aligning Content Without Losing Your Brand Voice
Trying to chase every algorithm update or trending keyword can dilute your message and exhaust your team. Nickerson cautioned against this: “The most important thing is to speak about your products and services from your brand’s standpoint. If you’re chasing traffic for traffic’s sake, you’ll end up misaligned with both your audience and search intent.”
He gave a few tips to strike a balance:
- Talk to your customers: Learn how they talk about your brand, how they shop, and what they expect from your website.
- Use keyword tools wisely: Tools like SEMrush can help identify keyword intent, but always bring it back to your goals.
- Audit your content’s purpose: Nickerson recommends reviewing every page and asking, “What’s the desired action if a user lands here?” A blog post might aim to inform and encourage newsletter signups. A product page may need to convert immediately or build consideration.
Why Storytelling Still Matters, Even When Traffic Drops
SEO isn’t just about pleasing algorithms. It’s about building trust and recognition. This is where brand storytelling becomes invaluable.
“Storytelling is critical to your brand’s SEO success,” Nickerson said. “Red Bull is a great example. They’ve connected their brand to extreme sports so well that even non-athletes associate the two. They didn’t just optimize content, they invested in stories, athletes, and events that align with their identity.”
During a downturn, storytelling can help you stay visible and relevant. Nickerson said, “Tell stories across formats—articles, videos, social posts—and keep it consistent. You don’t need to spend millions. You just need to show how your brand is supporting customers, even when they aren’t buying the latest and greatest.
“Leverage those key elements of your brand and tell the story behind them. You can do it affordably in a way that's going to generate results.”
The Right Metrics to Watch in a Changing SEO Landscape
Rankings and impressions still matter, but they’re no longer enough on their own. With the rise of AI search tools, it’s time to expand your data dashboard.
Nickerson shared what IDX is watching closely:
- Keyword presence in AI overviews: Are your pages being referenced in AI-generated summaries?
- Share of voice in AI tools: How often does your brand appear in ChatGPT-style queries compared to competitors?
- Impression share: Especially as zero-click searches increase, impressions indicate visibility—even without clicks.
He explained, “With AI overviews, it’s the newest version of zero-click search. The user wants an answer right there, without visiting a website. Impressions are becoming more valuable than ever.”
Find a Partner to Help Build the Right Content
A drop in traffic doesn’t have to mean a drop in opportunity. By focusing on search intent, content experience, and your unique brand voice, you can recover, and even grow, your visibility in the new SEO landscape.
“It’s never one-size-fits-all,” Nickerson said. “But if you’re constantly learning from your audience and your data, you’ll stay ahead.”
IDX can be your content partner to recover your website traffic, or to prevent your traffic from sliding in the first place. With our expertise, IDX can maximize the impact of your website throughout all the changes to come.