-
SIte performance is continuously dropping for 6 months
Posted by on December 21, 2025 at 12:47 amI need experienced eyes on this, because something is clearly broken and I’m too close to it.
Over the past 6 months, my site’s GSC performance has been in a steady decline:
- Impressions: down ~20-30%
- Clicks: down 60–70%
- Avg position: ~8
- ~19k Clicks, 550k impressions, and 3.4% CTR in MAY, 2025
- -8k clicks, 475k impressions, and 1.7% CTR in NOVEMBER, 2025
- It is performing even worse in December
This is not a sudden crash. No manual actions, no deindexing, no obvious technical screw-ups. It’s a slow bleed week after week.
What doesn’t make sense to me:
- Rankings haven’t fallen off a cliff, but clicks have
- CTR is bad and getting worse
How to get out of it? If this were your site, what would you audit first?
-
1 Reply
-
Firstly – impressions oscillate frequently.
Looking at clicks and CTR at a high level isn’t helpful.
Read this to start – and look at – did your pages lose rank, did they stay the same and impressions go down?
[https://developers.google.com/search/docs/monitor-debug/debugging-search-traffic-drops](https://developers.google.com/search/docs/monitor-debug/debugging-search-traffic-drops)
You need to move into a keyword ranking mindset, not a total traffic one. Google isn’t a popularity contest – which is how YouTube and TikTok work\
With that data, the replies you get will be most likely best guesses/optimistic to whimsical.
Also – you can make redacted screenshots
Also – you can give information – like is this b2c or b2b? is this seasonal?
-
I can give it a check bro. Share with me your website and gladly give a check
-
This is the state of the internet now unfortunately. It will only get worse from here. You need to branch away from reliance on google or your site/business will die.
-
First thing I would do is look at rankings by topic group or URL content groups to understand if rankings are dropping and if so where
Log in to reply.