Planet13 - 8:33 pm on Sep 21, 2012 (gmt 0)
The question would be where was your traffic coming from prior to the drop vs. now?
Overwhelmingly from google organic.
Single keyphrase or many variants?
Primarily the phrase "blue widgets" but also very close variants.
Do users stay on the page, or is it just a "landing" page?
For the desired keyword, the bounce rate WAS 49% and 50% for the plural and singular version, respectively.
The average pages per visit WAS 3.94 and 4.6, respectively.
It is an ecommerce category level page that links out to product-level ecommerce pages.
There were other keywords people used to land on this page, but the user metrics were not as good as the desired keywords, and actually google has found a better landing page for those particular keywords.
If you can't find any differences between then and now, and the user experience seems to be satisfactory, that would be the time to start making changes.
I think I am at that point where I need to start making changes.
I just don't know what changes to make.