I'm trying to figure this out as I have sat down with a few clients recently to go over web traffic.

After doing the on site optimization and improving their rankings, I've seen a massive decrease in organic traffic for branded search terms. This despite their website still ranking in the first result for those branded search terms.

Has anyone else seen this?

The clients see the traffic going down and get anxious. But when we look specifically at the keywords used to land on their website, the decreases are all from branded search terms.