If you're an SEO who interacts with clients, or even a small business owner keeping tabs on your traffic and visitor flow in Google Analytics, you have done the 'Google Gasp' a few times.
It's that moment your eyes grow wide, you lose your breath, and your stomach drops to your feet when you see those glaring red traffic metrics. You become frantic, trying to figure out what went wrong and you begin to second guess yourself, your marketing team, or your strategic approach. What you should do is calm down, take a breath , and refrain from changing every page on your website.
What do you look for when you're struck with the 'Google Gasp'? Here are three typical 'bad' results that will help you see the Analytics glass half full:
Looking towards the right end of the blue line in the graph, we see noticeable increases in Paid Search.
This is Organic Traffic from the same site, within the same date ranges. Notice the end of the blue line in this graph; it is noticeably lower in the same area that the Paid Search graph showed increases.
Looking at the negative in a positive light isn't just a way to keep the fire from turning into an inferno; it's a way to discover how some of these metrics inadvertently affect each other. It also helps you identify what is working and not working in your marketing strategy. Lastly, it will allow you to make reasonable adjustments or changes to your site that will produce more positive results.