Game Plan To Fix A 40% Traffic Drop Following A Core Algorithm Update

Summary

Voices of Search Podcast: Detailed Summary

Episode Title: Game Plan To Fix A 40% Traffic Drop Following A Core Algorithm Update
Release Date: May 9, 2025
Hosted By: Tyson Stockton
Guest: Sam Torres, SEO Director at Gray Company

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1. Introduction to the Scenario

In this episode of Voices of Search, host Tyson Stockton introduces a critical SEO challenge presented by Sam Torres. The scenario revolves around an enterprise-level business experiencing a significant 40% drop in website traffic following a core algorithm update. The traffic loss was particularly notable in relevant, top-of-funnel search terms, indicating that the decline wasn't due to irrelevant traffic but likely tied to content quality and relevancy.

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2. Analyzing the Traffic Drop: Causes and Implications

Sam Torres delves into the potential reasons behind such a drastic traffic decline. She emphasizes that while algorithm updates are designed to enhance search quality, they can inadvertently impact websites that may have stagnant content strategies or lack ongoing content optimization. Torres suggests that in enterprise environments, there's often a lag in adapting content strategies to align with the evolving search algorithms, leading to decreased visibility.

Notable Quote:

Sam Torres [02:45]: "I'm a very transparent and to the point and blunt person. So I would probably just immediately say, 'Hey, I think our content's moving in the wrong direction.'"

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3. Communication Strategies with Stakeholders

A significant portion of the discussion focuses on effective communication within large organizations. Torres stresses the importance of directness and clarity when addressing upper management about SEO challenges. She advocates for presenting concrete data to substantiate claims about traffic drops and content issues.

Torres highlights the necessity of educating internal teams about SEO dynamics. She recommends leveraging platforms like Reddit and YouTube comments to gather insights into audience intent and preferences, which can inform content adjustments. Moreover, she underscores the value of setting up dedicated meetings to present findings comprehensively, ensuring that stakeholders fully grasp the extent of the issue and the proposed solutions.

Notable Quotes:

Sam Torres [02:45]: "I would try to set up a time to actually sit down and talk and show the data."

Sam Torres [05:26]: "Being blunt and direct of what the issue is, but then recognizing, 'I'm not going to be able to explain everything that I would need to in this.'"

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4. Key Insights and Recommendations

Torres offers actionable strategies for SEO directors facing similar challenges:

• Direct Communication: Approach C-level executives with clear and concise information about the traffic drop, avoiding jargon and being upfront about the issues at hand.

• Data-Driven Presentations: Compile and present comprehensive reports that highlight trends, insights, and actionable data to support your case for content strategy adjustments.

• Audience Intent Analysis: Utilize external platforms to gauge audience sentiment and intent, ensuring that content aligns with what the target audience is seeking.

• Collaborative Meetings: Organize sessions with cross-functional teams to discuss findings, brainstorm solutions, and align on strategies to enhance content quality and relevance.

Torres emphasizes the balance between being straightforward and providing enough context to facilitate informed decision-making within the organization. She believes that transparency and preparedness are key to navigating and mitigating the impacts of algorithm-driven traffic fluctuations.

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5. Conclusion

The episode offers valuable insights into managing significant traffic drops caused by search engine algorithm updates. Sam Torres provides a strategic framework for SEO professionals to assess content quality, communicate effectively with stakeholders, and implement data-driven solutions to restore and enhance website traffic. Her emphasis on transparency, directness, and thorough data presentation equips listeners with practical approaches to tackle similar SEO challenges in their enterprises.

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Note: Advertisements and sponsor messages from Ahrefs and Pre Visible were present in the episode but are excluded from this summary to maintain focus on the core content and discussions.

Transcript

[Tyson Stockton]

The Voices of Search Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast, I Hear Everything delivers podcast production, growth and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit iheareverything.com welcome to the Voices of Search Podcast. A member of the I Hear Everything Podcast Network, ready to expedite your company's organic growth efforts. Sit back, relax, and get ready for your daily dose of search engine optimization wisdom. Here's today's host of the Voices of Search Podcast, Tyson Stockton.

[Sam Torres]

With that, it's gonna bring us around to the lightning round of the show. So next one is game plan. So you're an SEO director at an enterprise business and you experienced a 40% traffic drop from a core algorithm update. The traffic was relevant and it was more top of funnel terms. And you believe that it is something and you've already gone through the steps. You believe it's something more related to content quality slash relevancy.

[Tyson Stockton]

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[Sam Torres]

Would you respond to like, the CMO of like, the issue? If it's like passing in the hallway, you just kind of get stopped and it's like, hey, what's going on here?

So first I tell them to call gray.company kidding so with that, yeah, I would just be really blunt of, hey, we've seen the intent of our audience go this way, our content has stayed here. Right, that, that's usually, I'm assuming that you've been kind of stagnant in your content strategy. Maybe because that's what I would typically see at an enterprise business. And then honestly I would try to set up a time to actually sit down and talk and show the data. So at enterprise companies, I think you were talking about it earlier, it's for internal teams, there's a lot more responsibility to educate up. So it is putting that data, that report together, that shows that shows that. And so that's where I was like, I say start pulling in. What are people talking about on Reddit, what are the comments on YouTube videos from our videos or competitors or what have you. But yeah, I'm a very transparent and to the point and blunt person. So I would probably just immediately say, hey, I think our content's moving in the wrong direction. That's what happened here. Or is it like, hey, our content's not very helpful, we need to add more, we're trying to keep the secret sauce or what have you, and there is none. And then ideally set up a meeting to go further into it and actually really present my case.

[Tyson Stockton]

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[Sam Torres]

I feel like you hit on two, like just to dogpile on that a little bit. But like, I think you hit on two things that I would just want to, like, call out for the listeners. Like one especially higher up in the organization C level. Typically being direct and to the point is more more commonly appreciated in that area, but then also having kind of like the experience of like knowing like, hey, we're passing by. Like, I'm not. There's no way that I can get across all of my points in this. So finding that balance of like being blunt and direct of what the issue is, but then recognizing, hey, I'm not going to be able to explain everything that I would need to in the right way in this type setting, I think is also kind of a great call out.

That was a fantastic highlight.

[Tyson Stockton]

So thank you and a special thanks to Ahrefs for sponsoring this podcast. Monitoring your website used to require multiple expensive tools, but that's not the case anymore, thanks to Ahrefs because they just launched their Ahrefs Webmaster Tools product, which monitors your SEO health, helps you keep track of your backlinks, and gives you the insight into what keywords are performing for free. So check out Ahrefs webmaster [e-mail] that's Ahrefs A H R E F S.comAWT.

[Sam Torres]

All right, so that wraps up this episode of the Voice of Search podcast. Thanks to Sam Torres from Gray Co for joining us. And if you'd like to contact Sam, you can find a link to our LinkedIn profile in the show notes. And you can always go over and get more information about her and her company at the Gray Company. And if you haven't subscribed yet and you'd like a daily stream of SEO and content marketing knowledge in your podcast feed, hit that subscribe button in your podcast app or like and subscribe on YouTube and we'll be back in your feed the following day. So that's all for today. Thanks again for stopping by the Voice of Search podcast and we'll see you in the next episode.

Sam.