Maybe you used to have great raking for your website, it showed up everywhere on search engine and you used to get lots of traffic that was generating leads through emails or phone calls and finally you will be availing sales. Then suddenly something arose where you will not even get a single email, calls then you are not quite sure why your sales channel dried up. You will do all kinds of analysis to get a perfect cause for this problem. You will notice the distinct loss in traffic by using analytics data. At this point you are terrified as to what happen to your leads and rankings of your website. You might have kept your fingers crossed with the expectation that it will boost ranking. However, you might notice major downfall of primary keywords.