By: Ben Pietrucha
Q. Why does organic traffic fluctuate YoY and MoM?
A. New competitors, Google algorithms, changing of content, updates to GA and a lot more all contribute to fluctuations in traffic. Like the stock market, organic (and overall traffic) can change on a moment's notice.
That's why it's important for someone to always pay attention to the site's interactions and functions. Also, redirecting old pages and paid search (can be cannibalization) has an effect along with seasonality.
A website is a like a house; it may seem easy to navigate and comprehend, but there are so many little ""items"" that make up the big picture.