Down on the month isn't decay.
In any seasonal business, a month-over-month comparison will call every page a disaster twice a year.
Someone pulls Search Console, compares this month to last month, and a pest control page is down 42%. Panic. Rewrite it. Redirect it. Blame the agency.
Then you compare it to the same month last year and it's flat. It's not decaying. It's winter, and bugs are seasonal.
The rule
- A page is only decaying if it's down month over month and year over year
- Down on the month, flat on the year: seasonal. Leave it alone.
- Flat on the month, down on the year: slow decay. That's the real one to watch.
Never redirect a page that's flat year over year, no matter how bad the month looks. We've pulled pages off prune lists for exactly this.
Keep reading
Clicks up 3%. Traffic down 17%. Same month.Search Console clicks rose 3% the same month GA4 organic sessions fell 17%. Here's why those twRankings up, clicks down. Not a penalty.If your average position and CTR both improved but clicks fell, you weren't penalized. There arPerfect site health. Fewer calls.An HVAC site hit a perfect technical health score the same month its Google Business Profile ca
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