How Much Revenue Are You Losing From Organic Traffic Declines?

How Much Revenue Are You Losing From Organic Traffic Declines?
1 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
2 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Wayne Cichanski, VP Search & Site Experience 28-year career in digital marketing, with 10 years at the brand level & 18 years at the agency level. Last 9 years in financial services & insurance • Digital solutions executive • Search before Google was Google • UX, Development, Search, Data • Former CIO/CMO Wayne.C@iquanti.com
3 This document and the information in it are provided in confidence, and may not be disclosed to any third party. 1 2 3 4 Uncover What Causes Traffic Drops • 3 key triggers • How to evaluate each independently How to Spot an Algorithmic Shift • Difference between algo & rank loss • Utilizing data analytics to spot the shift How to Assess the Loss to Revenue • Translating traffic drops to revenue • Attributing what percentage of loss came from where Introduction to How to Recover • Understand what you can control and what you can’t • Get access to a framework that can help recover your traffic Today’s Discussion Agenda
This document and the information in it are provided in confidence, and may not be disclosed to any third party. 4 Closer look at the elements & root cause of traffic declines What Causes Traffic Drops
5 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Tough Questions to Answer Common questions asked when your organic traffic declines I am in the same rank position and getting the same CTR but my traffic is down What happened? What caused it? My traffic has dropped but my ranks are the same – why?
6 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Only 3 Triggers that Influence Organic Traffic Closer look at what contributes to organic traffic increasing or declining Ranks Change in Rank Ctr Non- Branded Ctr-Branded 1 18.04% 39.80% 2 10.23% 19.06% 3 7.02% 9.65% 4 5.01% 6.96% 5 3.70% 6.57% 6 3.09% 5.51% 7 2.49% 4.21% 8 2.24% 4.16% 9 2.04% 4.53% 10 1.95% 3.16% 32.3% Answer Box Keyword(s) volume x CTR = Traffic Keyword x (39,500 volume) x 5% (4th CTR) – 1,975 Traffic Keyword x (39,500 volume) x 10% (2nd CTR) – 3,950 Traffic 2x Diff 1.
7 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Only 3 Triggers That Influence Organic Traffic Closer look at what contributes to organic traffic increasing or declining Volume Change in Keyword Month 1 Volume Month 2 Volume Month 3 Volume Keyword A 39,500 39,500 17,400 Keyword B 22,500 22,500 33,100 Keyword c 10,800 14,200 9,500 Keyword(s) volume x CTR = Traffic A change in keyword volume will impact organic traffic 2.
8 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Only 3 Triggers That Influence Organic Traffic Closer look at what contributes to organic traffic increasing or declining CTR Change in Keyword Month 1 CTR Month 2 CTR Month 3 CTR Position 1 18% 18% 14% Position 2 10% 16% 4% Keyword 3 7% 7% 7% A change in CTR despite rank position will impact organic traffic Keyword(s) volume x CTR = Traffic 3.
9 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Concluding the 3 Factors that Influence Organic Traffic A change in any one of these attributes will impact organic traffic Volume Change in Ranks Change in CTR Change in Most often organic traffic declines are a combination of all three triggers
10 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Audience Poll Have you experienced a decline in your site’s organic traffic in the last 12 months? A. Severe decline, have experienced traffic drop of more than 50% B. Moderate decline, have experienced traffic drop between 25% to 50% C. Mild decline, have experienced traffic drop between 10% to 25% D. Not affected, traffic drops less than 10%
This document and the information in it are provided in confidence, and may not be disclosed to any third party. 11 Knowing how to spot an algorithmic drop Algorithm or Not?
12 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Spotting Triggers Based on Data Analytics A change in any one of these attributes will impact organic traffic • Organic traffic has been steadily declining over a period of time. Steady Decline • Traffic is overall stable and then drops suddenly within a very short period of time. Sharp Drop
13 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Spotting Triggers Based on Data Analytics A change in any one of these attributes will impact organic traffic • Organic traffic has been steadily declining over a period of time. Steady Decline Rank Decline 3 -> 5 -> 11 -> 17 Common cause is a shift in authority. Either you lost authority or competitive landscape has gained authority Traffic Decline Consistent over months
14 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Spotting Triggers Based on Data Analytics A change in any one of these attributes will impact organic traffic • Traffic is overall stable and then drops suddenly within a very short period of time. Sharp Drop Rank Decline 3 -> 14 -> 33 Common cause is a change in algorithm. Most often the relevancy signal has shifted in a core update and your page no longer fits. Traffic Decline Sharp drop within weeks
This document and the information in it are provided in confidence, and may not be disclosed to any third party. 15 What does a drop in traffic really mean in terms of revenue? Calculating Revenue Loss
16 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Problem Statement Page A normally gets 12,120 visits per month but now only gets 7,244 which is traffic decline of 59.7% Revenue loss during this time period was $150,000
17 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Rank Contribution Page A normally gets 12,120 visits per month but now only gets 7,244 which is traffic decline of 59.7% Page A Keyword 1 2nd pos 10.2% ctr 14,800 = 1,509 visits Keyword 2 3rd pos 7% ctr 9,500 = 665 visits Keyword 3 5th pos 3.7% ctr 33,000 = 1221 visits 3,395 total traffic Pre Drop Rank CTR Volume Traffic
18 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Rank Contribution Page A normally gets 12,120 visits per month but now only gets 7,244 which is traffic decline of 59.7% Page A Keyword 1 2nd pos 10.2% ctr 14,800 = 1,509 visits Keyword 2 3rd pos 7% ctr 9,500 = 665 visits Keyword 3 5th pos 3.7% ctr 33,000 = 1221 visits Keyword 1 4th pos 5% ctr 14,800 = 740 visits Keyword 2 9th pos 2% ctr 9,500 = 190 visits Keyword 3 17th pos 0% ctr 33,000 = 0 visits 2,465 Traffic Decline Pre Drop Post Drop 3,395 total traffic 930 total traffic Rank CTR Volume Traffic
19 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Volume Contribution Page A normally gets 12,120 visits per month but now only gets 7,244 which is traffic decline of 59.7% Page A Keyword 1 2nd pos 10.2% ctr 14,800 = 1,509 visits Keyword 2 3rd pos 7% ctr 9,500 = 665 visits Keyword 3 5th pos 3.7% ctr 33,000 = 1221 visits Pre Drop Rank CTR Volume Traffic 3,395 total traffic
20 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Volume Contribution Page A normally gets 12,120 visits per month but now only gets 7,244 which is traffic decline of 59.7% Page A Keyword 1 2nd pos 10.2% ctr 14,800 = 1,509 visits Keyword 2 3rd pos 7% ctr 9,500 = 665 visits Keyword 3 5th pos 3.7% ctr 33,000 = 1221 visits Keyword 1 2nd pos 10.2% ctr 9,500 = 969 visits Keyword 2 3rd pos 7% ctr 7,800 = 546 visits Keyword 3 5th pos 3.7% ctr 22,500 = 832 visits 1,048 Traffic Decline Pre Drop Post Drop Rank CTR Volume Traffic 3,395 total traffic 2347 total traffic
21 This document and the information in it are provided in confidence, and may not be disclosed to any third party. CTR Contribution Page A normally gets 12,120 visits per month but now only gets 7,244 which is traffic decline of 59.7% Page A Keyword 1 2nd pos 10.2% ctr 14,800 = 1,509 visits Keyword 2 3rd pos 7% ctr 9,500 = 665 visits Keyword 3 5th pos 3.7% ctr 33,000 = 1221 visits Pre Drop 3,395 total traffic Rank CTR Volume Traffic
22 This document and the information in it are provided in confidence, and may not be disclosed to any third party. CTR Contribution Page A normally gets 12,120 visits per month but now only gets 7,244 which is traffic decline of 59.7% Page A Keyword 1 2nd pos 10.2% ctr 14,800 = 1,509 visits Keyword 2 3rd pos 7% ctr 9,500 = 665 visits Keyword 3 5th pos 3.7% ctr 33,000 = 1221 visits Keyword 1 2nd pos 7.4% ctr 14,800 = 1095 visits Keyword 2 3rd pos 5% ctr 9,500 = 475 visits Keyword 3 5th pos 1.4% ctr 33,000 = 462 visits 1,363 Traffic Decline Pre Drop Post Drop 3,395 total traffic 2032 total traffic Rank CTR Volume Traffic
23 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Total All Elements Together Volume Ranks CTR 2465 traffic decline 1048 traffic decline 1363 traffic decline Total Traffic Drop 4,876 50.5% 21.5% 28% Page A normally gets 12,120 visits per month but now only gets 7,244 which is traffic decline of 59.7%
24 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Calculating Revenue Loss Page A normally converts traffic at a 3%cvr and out of those applications they close 7% with an average funded rate of $10,000 Traffic 12,120 x 3% cvr = 363 apps x 7% close = 25 deals x $10k = 250k Normal Traffic 12,120
25 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Calculating Revenue Loss Page A normally converts traffic at a 3%cvr and out of those applications they close 7% with an average funded rate of $10,000 Total Traffic Drop 4,876 Traffic 12,120 x 3% cvr = 363 apps x 7% close = 25 deals x $10k = 250k Normal Traffic 12,120 Traffic 4,876 x 3% cvr = 146 apps x 7% close = 10 deals x $10k = 100k
26 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Calculating Revenue Loss Page A normally converts traffic at a 3%cvr and out of those applications they close 7% with an average funded rate of $10,000 Total Traffic Drop 4,876 Traffic 12,120 x 3% cvr = 363 apps x 7% close = 25 deals x $10k = 250k Normal Traffic 12,120 Traffic 4,876 x 3% cvr = 146 apps x 7% close = 10 deals x $10k = 100k Revenue Loss of $150k
27 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Revenue Loss by Algorithmic Contribution After segmenting out the revenue loss by each contributing element, you can gain transparency on how much revenue you could hope to retrieve. Volume Ranks CTR 2465 traffic decline 1048 traffic decline 1363 traffic decline Total Traffic Drop 4,876 50.5% 21.5% 28% Total Revenue Loss $150k $75,750 $32,250 $42,000
This document and the information in it are provided in confidence, and may not be disclosed to any third party. 28 Setting expectations on what is recoverable and what is not Introduction on How to Recover
29 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Rebounding Revenue Loss; What to Expect Not all revenue can be recovered due to some elements out of your control Volume Ranks CTR Total Revenue Loss $150k $75,750 $32,250 $42,000 FIXABLE OUT OF YOUR CONTROL DIFFICULT
30 This document and the information in it are provided in confidence, and may not be disclosed to any third party. What to do if Traffic is Unrecoverable After segmenting out the revenue loss by each contributing element, you can gain transparency on how much revenue you could hope to retrieve. Volume 1048 traffic decline OUT OF YOUR CONTROL Did another internal page pick up the traffic? Where in the landscape did the volume shift to? Redefine the intent of the terms that dropped Data mine net new volume
31 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Download Available Unlock some additional pointers and frameworks in order to regain some of the lost traffic and rebound your revenue. Reminder there is a Download available
32 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
33 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Bangalore Singapore London Toronto New York Chicago San Francisco Mexico City Wayne Cichanski VP, Search & Site Experience, iQuanti Wayne.C@iQuanti.com Connect on LinkedIn Michael Carle VP, Sales - ALPS Michael.Carle@iquanti.com iQuanti.com Thank You!

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