Ecommerce site impressions and clicks drop

[AL123al]

Hello,

A new client came to me with their ecommerce kids clothes website 6 weeks ago. I installed Yoast SEO plugin and set to work changing all their products to proper words rather than codes and optimising titles and descriptions. I did no link building. The domain is new- about 2- 3 months only so has very few links. I added it to webmaster tools and submitted the sitemap. Traffic was good during this time and infact the impressions in webmaster tools and clicks were increasing. It seemed to be punching beyond its weight actually with some keywords on page 1 which I thought odd for such a new domain in such a competitive arena. Then on the 4th October the impressions and clicks fell drastically. The traffic is about a third of what it was.

Now I don't think this was anything Penguin-ish as the domain is so new with no links yet. I know there was a Panda update on the 25th September. Could it be that? All I have done is changed the titles to something more human and I thought Google appeared to like that as traffic was increasing. Could it be that now everything is indexed that it has settled down to its proper position in the rankings which is currently low? We added another way of categorising the products by brand as on the site their USP is their designer brands. I have checked for duplication but as far as I can see this isn't an issue.

Anyone seens this before?

[AL123al]

Thank you Bruce.

[BruceA]

Everything points to the first flush of youth.  New site, lots of new content and google loves this.  Now time as started to balance as your rightly say, to settle the site to where it naturally sits as a new kid on the block, but not that new.

What-ever you do, do not tweak, if Moz page rank scores are good for your keywords etc, as this will end up with you being totally confused about the stats you are starting to see.

Make sure each main page scores well for your keywords and build good content and update regularly to your main category pages.  Products pages are static, so use your entry pages to add fresh content.  Improve each page where you can.

Penguin is cannot penalise sites without spammy links, so this is not the problem if you don't have any.

Remember Google is about quality end user content, fresh and unique.

Hope this helps on the journey.  Look forwar to many more questions in due course I am sure.

Bruce