Recently, we noticed that our client’s Google Business Profile had experienced a 31% decrease in calls compared to the previous month. After taking a deeper dive into the data, we found that the dip was associated with a large decrease in branded traffic to the profile, meaning fewer people had searched for their firm name that month than the previous month. As branded searches tend to fluctuate from month to month, this is completely normal and is out of our control. 

Nevertheless, the website experienced a 16% increase in new organic users to the website and a 50% increase in qualified form submissions, showing that qualified traffic is still coming into the website.