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Yes, choosing irrelevant keywords can impact your SEO rankings and user engagement. Keywords are used by Google and other search engines to determine what your website is about and where it should appear in search results. Many non-search engine marketing professionals are frequently advised that keywords reign supreme in SEO. However, in recent years, the emphasis has shifted towards prioritizing a website that provides a positive user experience over simply focusing on relevant keywords.

Hey, sorry to hear that your organic ranking is going down and your tactics are not working out. In my point of view there may be 3 aspects behind this drop in your organic ranking:
1. Users: Maybe the visitors or your website niche are decreasing. That means the viewers are not finding your content interesting anymore.
2. Google Algorithm: There is a new SEO update rolling on in March so maybe that is the reason for this downfall.
3. Back-End: This may be possible that you disallowed robots on your website please check for that also.

In my point of view, any of those three will be the reason behind the low organic traffic on your website.

When you redirect too many times in a row, Google stops following your redirects, which is known as a redirect chain. These are what are known as networked web difficulties that affect users' experiences, cause problems for search engines, and affect your page rankings. It's important to address redirect chains as soon as possible because they might affect both SEO and site performance. This problem reports URLs that lead to multiple redirections.

Yes, I think you should change it back. Because canonical tags affect SEO from two points of view. For once, they directly influence how search results are displayed. The SEO tool found a duplicate content problem because the website also functions with SEO-friendly URLs that do not include index.php. Canonical tags have multiple benefits only when they are implemented correctly. So, please check your ref tag again and change it accordingly.

In the Swiss market, keyword difficulty refers to the level of contest and toughness related to the ranking of particular keywords in search engine result pages within Switzerland. It shows that it is so difficult to attain a high ranking for a peculiar keyword compared to others in Switzerland's online outlook. This challenge can be overcome by identifying keywords with high search volume and low competition. The other factors are cost per click and monthly or weekly search volume.