Sudden drop in organic CTR / clicks, but stable impressions and positions?
Since december we see a sudden drop in our CTR and clicks for organic, while our positions and impressions were unchanged and very stable. We have no clue how this could be possible? Any suggestions on what we should look into? Also the average conversion rate of the remaining organic visitors made a drop of 30% as well.
Metatitles en descriptions has been unchanged during this period, so this can't be the cause.!
The most likely scenario is that your organic position has changed, but the average position remained the same.
You could have 10 pages ranking #1 for very low volume keywords which offsets the position change for a high volume keyword. The aggregate stats can be very misleading and difficult to diagnose.
Exactly what @shane wrote.
For example, by publishing new content, new long tail keywords are likely popping out, and as those are low volume, easy to rank keywords, position could be #1-3 easily, distorting your aggregated data on the top level.
What to do? Start with your strongest keywords (volume is high and position is top 3) and check the data individually on per-keyword basis. You will eventually find keywords that are trending downwards.