I've got a client that only shows pricing if a user is logged in - they're B2B and only sell at a wholesale level. The site is massive, has been around for about a decade, and has had an active SEO campaign for years.
They've been losing ground on top ranked keywords, primarily in the 1-2 spots, rest of the first page remains strong and actually improves regularly.My hunch is that Google recognizes the inability for anyone to make a purchase on the site. As a result, they're realizing that the searcher intent doesn't match the actions that can be taken on the site and are bumping them down.
Has anyone seen a similar situation or have any evidence to suggest my hunch is correct?