Organic traffic often goes up and down. Some of this is normal, but large swings can show that your site depends on too few pages or topics.

Normal reasons traffic moves

• Seasonality in your industry.
• Changes in how search engines test pages.
• Shifts in demand around holidays or fiscal periods.

Fix structural weaknesses

• Create more articles so you rely less on a few pages.
• Answer a wider range of questions related to your services.
• Use internal links to strengthen relevance across topics.