An analysis of more than 400 websites by Zyppy founder Cyrus Shepard identifies five characteristics associated with whether a site gained or lost estimated organic traffic over the past 12 months.
Shepard classified sites by revisiting many of the same ones covered in Lily Ray’s December core update analysis, categorizing them by business model, content type, and other features, then measuring correlation with traffic changes. Traffic estimates come from third-party tools, not verified Search Console data.
Five features showed the strongest…

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