March 5, 2025

Why Search Rankings Are Driving Less Traffic

There’s a disturbing trend in organic search: Many web pages are losing traffic without a substantial change in rankings.

It’s not an abrupt loss and usually occurs for low-volume queries. Yet the aggregated traffic reduction across many pages adds up, becoming noticeable.

What can be done? A drop in traffic usually stems from lower rankings. But what if rankings are unchanged? This trend is widespread, affecting large and small sites.

Here are the causes.

Zero Click Searches

Google’s search result pages no longer consist solely of 10 blue links with predictable click rates. Search results are much more diverse and dynamic. Many of the new features generate few, if any, clicks.

Certainly Google has infused more advertisements in search results, which compete with organic listings. Other factors include:

Read article >

Social Media Marketing beyond the Algorithm

It's easy to think one post will go viral, racking-up millions of views. But what happens next? Read article >

Book Buyer Beware: The Rise of Counterfeits

Digital publishing technology and artificial intelligence have made producing fake books easier than ever. Read article >

From the Archive: September 2020

After 20 years of ecommerce, change is the only certainty

When I launched in 2000, most online transactions were done from individual websites. All I had to do was make sure that mine was better than competitors and appeared higher on the search results. Read article >

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