Recently, one of our client’s websites saw a 29% decrease in organic traffic compared to the previous period. After looking into the decrease further during our advanced analysis process, we discovered the decrease in traffic was associated with a blog on the site that had gained a featured snippet in search results in the last 30 days.
A featured snippet allows people to find answers to their questions without having to click through to the page. This explains the increase in impressions for this page when people search “why is my lawyer taking so long to settle my case,” but a decrease in clicks for the same time period.
Obtaining the featured snippet for a question also means that Google sees your website as the authoritative source for the topic.