[hluska]

Good comment! I’d add in one more question so we can put the GA tag issue to rest.

Does the writer have access to Google Search Central? They rename this product every six minutes. It used to be Google Webmaster Tools and it’s likely called something new now. Are there any manual actions or security alerts in there??

If Google performs a manual action or picks up certain types of security problems, they will tank traffic. But they usually report to give webmasters the chance to fix it.

I’d avoid ahrefs and the like and start right with google tools.

[johnny_reilly]

No manual actions / security alerts I'm happy to say. Good callout

[hluska]

What about duplicate content? Have you tried searching direct quotes from your writing?

[hluska]

That’s good. Any noteworthy increase in error codes?? Perhaps a mass of 404s??

I’m specifically wondering about how you deal with redirects and what you tell the robots.