Voices of Search Podcast Episode Summary: "How To Approach Traffic Drops"

Release Date: May 5, 2025
Host: Tyson Stockton
Guest: Sam Torres, Chief Digital Officer at Gray Co.

1. Introduction to the Episode

In this insightful episode of the Voices of Search podcast, host Tyson Stockton delves into the challenging scenario of traffic drops in Search Engine Optimization (SEO). Joined by Sam Torres, Chief Digital Officer at Gray Co., the discussion centers around diagnosing and addressing sudden or steady declines in website traffic, strategies to mitigate these issues, and fostering productive relationships between external agencies and internal SEO teams.

2. Understanding Traffic Drops in SEO

Tyson Stockton opens the conversation by highlighting the prevalence and stress associated with traffic drops due to algorithm updates. Referencing Moz's State of Search 2024, he notes that "65% of businesses experience an unexpected traffic decline within the last 12 months" (00:43). This sets the stage for exploring the multifaceted causes behind such declines and the necessity for tailored recovery strategies.

3. Client Scenarios Leading to Traffic Drops

Sam Torres outlines two primary scenarios in which clients approach Gray Co. for help:

• Sudden Traffic Drops: Clients experience a sharp decline in traffic, often leading to immediate panic and urgent demands for answers from executives.

  "One, they've had a really sudden traffic drop, and so they are just absolutely in panic mode." (02:17)

• Steady Declines: A gradual decrease in traffic over a period (e.g., nine to twelve months) where internal teams fail to identify or reverse the trend.

  "The other is where it's been a steady decline, maybe over nine months to 12 months." (02:17)

4. The Stress and Panic Associated with Traffic Drops

Both Tyson and Sam emphasize the high-stress environment that arises when traffic declines, especially when executives may not fully grasp the intricacies of SEO. Sam shares experiences where "the executive team is the one reaching out to us" (01:43), highlighting the urgent and often panicky nature of these situations.

5. Importance of Business Impact vs. Vanity Metrics

A crucial point discussed is distinguishing between mere traffic declines and their actual impact on the business. Sam notes that sometimes traffic drops do not correlate with a decline in conversions or revenue, suggesting that not all traffic is equally valuable.

"We've had scenarios where someone came to us and their conversions weren't affected." (04:51)

Tyson reinforces the idea that organizations should track multiple metrics to avoid being "single-threaded" on one KPI, ensuring a more comprehensive understanding of performance.

"You have so many cards in your hand... if you are just single-threaded or married to one KPI, it's all or nothing." (09:34)

6. Framework for Diagnosing Changes in Organic Search Performance

Sam introduces a systematic approach to diagnosing traffic drops:

1. Validation of the Problem: Confirm whether the traffic decline is significant and its impact on business metrics.

   "The first step is just us validating that this is actually an issue." (06:29)

2. Investigating Potential Causes: Explore technical issues, content relevancy, and external factors.

   "Is your site technical, technically sound? Is it crawlable?" (12:15)

3. Utilizing AI and Machine Learning: Leverage AI tools to identify patterns and isolate issues efficiently.

   "Machine learning and AI assisted programs... start looking for patterns in the traffic declines." (08:49)

4. Deep Dive into Specific Areas: Focus on areas such as page templates, content topics, or technical configurations based on initial findings.

7. Role of AI and Machine Learning in SEO Analysis

Sam elaborates on the integration of AI and machine learning in their diagnostic process. By utilizing tools like Gummy Search, Gray Co. can analyze audience pain points and frustrations derived from platforms like Reddit and YouTube.

"Gummy Search allows you to look at Reddit, specific subreddits, and pull in audiences to get pain points or frustrations." (12:15)

Additionally, leveraging platforms like BigQuery facilitates advanced data analysis, enabling the team to cluster keywords and identify declines within specific clusters using models akin to Google's BERT.

8. Importance of Access to Comprehensive Data (e.g., Log Files)

A significant challenge discussed is the rarity of access to log files, which can expedite the identification of SEO issues. Sam points out that "clients who actually have log files that we can get access to, they are the exception" (20:24). The lack of log file access often hampers the speed and accuracy of diagnosing technical problems.

9. Common Patterns Based on Tech Stack and Industry

Gray Co. observes recurring issues based on the client's technology stack and industry. For instance, JavaScript-based websites often present different challenges compared to WordPress sites. In the E-commerce sector, problems like over-indexation of facet search pages are common.

"We typically see the same problems based on tech stack and industry." (22:56)

10. Agency and Internal Team Dynamics

The conversation shifts to the relationship between external agencies and internal SEO teams. Sam emphasizes Gray Co.'s commitment to being supportive partners without imposing ego-driven agendas.

"Our job as [an agency] is to make the internal team look better. That's our role." (25:05)

They discuss the common friction points, such as internal teams seeking validation or struggling with their own uncertainties, and how Gray Co. strives to foster collaborative environments. Sam highlights the importance of maintaining harmonious relationships to effectively tackle SEO challenges.

11. Recommendations for Agencies and Internal SEOs

Sam offers strategic advice for agencies and internal SEO professionals dealing with traffic drops:

• Setting Expectations: Clearly communicate the scope, potential impact, and required resources for SEO initiatives.

• Building Roadmaps: Develop actionable roadmaps that outline tasks, estimated effort, and anticipated outcomes.

  "Build a roadmap of all the things that we've identified, here's what we think the impact would be." (31:04)

• Educating Upper Management: Present data-backed forecasts and visualizations to help stakeholders understand the necessity and potential benefits of proposed SEO strategies.

  "Use data-backed visuals like fan charts to show potential outcomes." (31:04)

• Prioritizing Tasks: Assess the level of effort and potential impact to determine which actions to tackle first, ensuring efficient resource allocation.

Sam also mentions Gray Co.'s provision of a free SEO product roadmap template, which aids in organizing and presenting SEO strategies effectively.

12. Conclusion

The episode concludes with Tyson and Sam reflecting on the evolving nature of the SEO industry, emphasizing collaboration, continuous learning, and the importance of supportive agency-client relationships. They express optimism about the future of SEO, highlighting the industry's strides towards greater professionalism and effectiveness.

"SEO is growing up. It's still a pretty new agency or industry. We're still pretty young." (29:30)

Sam and Tyson encourage listeners to adopt comprehensive, data-driven approaches to SEO challenges, fostering environments where both internal teams and external agencies can thrive together.

Notable Quotes

• Sam Torres (02:17):
  "One, they've had a really sudden traffic drop, and so they are just absolutely in panic mode."

• Sam Torres (04:51):
  "We've had scenarios where someone came to us and their conversions weren't affected."

• Tyson Stockton (09:34):
  "You have so many cards in your hand... if you are just single-threaded or married to one KPI, it's all or nothing."

• Sam Torres (20:24):
  "Clients who actually have log files that we can get access to, they are the exception."

• Sam Torres (25:05):
  "Our job as [an agency] is to make the internal team look better. That's our role."

• Sam Torres (31:04):
  "Build a roadmap of all the things that we've identified, here's what we think the impact would be."

Timestamp References

• 00:43
• 01:41
• 02:17
• 03:30
• 04:51
• 06:29
• 08:49
• 09:34
• 12:15
• 15:49
• 17:01
• 17:53
• 20:24
• 22:56
• 23:47
• 25:05
• 28:05
• 29:18
• 29:30
• 30:05
• 31:04
• 35:26
• 36:40

This comprehensive summary encapsulates the key discussions from the episode, providing valuable insights into handling SEO traffic drops, fostering effective agency-client relationships, and implementing strategic solutions to sustain and enhance organic search performance.