Link building. We’re on a new initiative for a customer website that lost a lot of referrers on purpose.
By “on purpose”, I mean that we never accidentally lost links. Instead, we ruthlessly prioritized our time and attention, focusing on other parts of the digital program and other properties. Over the course of almost a year, and across the roll-out of a new site, we lost a lot of links. This speaks to the lack of maintenance and content building on the old site, and the eventual bit decay of old referrers pointing to the site.