How to explain a traffic drop (it's an algorithm update, always)

Sooner or later, every client opens their analytics and sees a graph shaped like a ski jump. This is a moment of great opportunity. Handled correctly, a traffic drop becomes an upsell.

Step 1: Name the update

Search engines change things constantly, which is wonderful for us, because no client can possibly keep track. Say "it's the latest core update" with a grave face. If they ask which one, say "the one everyone's talking about." If they look it up, there'll be one. There's always one.

Step 2: Widen the blame

It's not just you, it's "the whole industry." Mention that "a lot of sites in your space have been hit." You don't need to name them. In a pinch, cite the economy, seasonality or AI, which now explains everything.

Step 3: Do not mention the migration

Yes, we moved the site to a new platform that same week. Yes, every old page now goes to a 404. Yes, the redirect spreadsheet is still sitting in Jayden's drafts. Correlation is not causation, and Jayden is on leave.

Step 4: Reframe the loss

The lost traffic was "low-intent traffic." The visitors who left "weren't your customers anyway." The ones who remain are "high quality." By this logic zero visitors is peak quality, and we're nearly there.

Step 5: Sell the recovery

Recovery requires a "Technical Recovery Sprint," priced at three months' retainer, payable upfront. During the sprint, we'll fix the redirects. Quietly. Then we'll report a 400% "recovery" and ask for a testimonial.

Bonus: the all-purpose email

"Hi! We're seeing some volatility across the sector following recent changes. We're monitoring closely and will share insights in the next report. Exciting times!" Save it as a template. You'll need it.

P.S. Traffic drops usually have a findable cause, and sometimes the honest answer is "we broke it." If you want someone who'll actually go and look, talk to the real agency at the bottom of this page.