I have a new SEO client which has me a bit baffled. They are a 30 year old company with and established (15 years) and updated (good design) website. Their web traffic has dropped 70% over last year so they hired me to do SEO. Unfortunately, after my research I'm not sure I can help them and I wonder if I'm missing something. The site ranks in top 10 for virtually all 40 of the top keywords, most of them they rank #1. The analytic history shows the top search keywords are all business name related - looks like people have just stopped searching for them. This isn't a trendy business - they are a transportation company. I can't figure out if there is a way to explain the drop in traffic. Is there a metric I'm missing here? Thanks!