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Our organic traffic has been fairly steady, but the number of leads coming from search has fallen over the last few weeks. I’m trying to work out whether fewer visitors are reaching the right pages or whether the pages are still getting visits but converting less effectively.
When investigating a fall in organic leads, which data points do you compare first? I’d be interested in how people separate ranking and landing-page changes from issues such as a broken form, a change in lead quality, or seasonality.
