Running a seasonal product business, so i always compare year-over-year performance for the same period. one of my collection pages just nosedived - impressions and clicks are way down compared to last year. Checked Search Console and one keyword alone lost over 200,000 impressions. that's brutal.
Here's the kicker: i haven't touched that page. Same text, same structure, nothing changed since last year. Yet it's tanking. that's a classic 'your competitors got better while you stood still' scenario, right? or maybe search intent shifted and the content's no longer what people want. Could also be off-page signals - maybe old pages that linked to it have gone 404, killing the link equity.
i'm leaning toward the competition angle. if other sites refreshed their content, built backlinks, and generally outworked me, that would explain the drop. But without digging deeper, it's hard to pinpoint a single cause. anyone else seen this with seasonal pages? What's the most likely culprit when nothing on your end changed?
