What penalty would cause this traffic drop (Google Analytic Screenshot)

[BobGW]

This ecommerce site was hit (mostly) slowly by updates but there is nothing in GWT.

Below is the graph. Keep in mind that most of our traffic is return customers, so the drops don't look dramatic, but they are. "New Visitors" doesn't show the drop.

This is a "Daily" Google Analytics setting.

The drop I've circled is May 23-May 24, 2013. It was a huge hit in non-return customers. This graph is "Unique Visitors" I don't know why the "New Visitors" graph is not showing the dip

Although we had some big drops, a lot of the drop was gradual. Any help in identifying what could be causing the problem is appreciated.

ga.png

[Devanur-Rafi]

Hi Bob,

Hope this tool will be of great help if you want to check whether the drop is because of Panda or Penguin or any other updates from Google:

http://www.barracuda-digital.co.uk/panguin-tool/

Please use it and post back the findings so that we can take it from there.

Best,

Devanur Rafi

[Kingof5]

It's Penguin 2.0, which was put out on May 22, 2013.

[MarieHaynes]

Yes, I agree that that's the most likely culprit.  May 22 was a known Penguin refresh.  There are always other possibilities but if you've been engaged in link building then this is the most likely culprit.

[BobGW]

Thanks Marie,

I just opened another question with a more specific graph. I supposed I could have pasted it here. Thanks for your help.

[BrettDixon]

Frankly...the reason for the slip is irrelevant. Probably Penguin / Penguin 2.0 but you really have 2 choices:

Get rid of the paid links and start being smarter about your SEO, you'll probably lose some more traffic in the short term if you're not currently getting an algorithmic spanking from the links in question already.

Don't get rid of them and watch your traffic continue to fall as your paid links slowly get devalued.

The net result is the same. Get rid of the paid links and start again now rather than dragging it out ad having to start again later.