If you’ve poured all your heart in your website, it can be quite disappointing to see your Google rankings suddenly drop.
In this article, we will explore the main reasons behind a drastic SEO change and suggest ways to fix the issues.
Without further ado, let’s get the party started!
What Do You Check First When You See a Drop in Rankings?
You’ve probably already heard of somebody’s website traffic drop after one of the dreaded Google algorithm updates (you can check Google’s status page if you suspect this happened to you). The hottest wave of protest right now is about Google now preferring UGC and AI-generated answers to search queries as opposed to company blogs.
So, if your Google rankings suddenly drop, it makes sense to first check if an update doesn’t correspond to the time it started going south.
Google, in its quest for improved search relevance, frequently refines its algorithms. These updates can significantly impact the visibility of websites in search results. Staying informed about the latest algorithmic changes through official Google announcements and reputable SEO news sources is crucial.
To start off, check for any major algorithm updates around the time of your ranking decline. Core updates, in particular, can bring about substantial shifts in search rankings. Understand the nuances of these updates, including the specific aspects of content or user experience that Google is emphasizing.
Additionally, explore forums and discussions within the SEO community. Other webmasters and digital marketers may share their experiences and observations regarding the impact of recent updates.
Pro tip: Do not take anyone’s advice/opinion at face value as there is always a lot of noise in the SEO community. If they claim to be experts, check how their websites are performing, taking historical data into account. If your Google rankings suddenly drop, it more often than not means there has been an unfixed issue within your website that you neglected. Updates can’t cause a massive drop unless you’ve been taking shortcuts in terms of quality and attention to detail. So, look inward before you start chasing trends and “expert tips”.
Possible Reasons for A Sudden Ranking Drop
A sudden drop in Google rankings can be frustrating, but identifying the cause is the first step to recovery. Here’s a look at the most common reasons your site may have lost its position in search results.
Algorithmic Changes
Google’s algorithms are constantly evolving to deliver more relevant and high-quality search results. Updates like core algorithm changes can significantly impact rankings. If a drop aligns with a recent update, understanding the specific focus areas of the update is crucial. Google often emphasizes content quality, user experience, and relevance.
You can check if the drastic change in your site performance was a result of an update by entering your domain in Ahrefs’ Site Explorer:
As you can see, the drop in this website’s traffic corresponds to the June 2024 Spam update as well as the introduction of AI Overviews in SERPs.
Technical Issues
Technical glitches on your website can impede crawling and negatively affect rankings. Common issues include server downtimes, slow loading times, and crawling errors. Conducting regular technical SEO audits ensures a healthy website infrastructure, aiding in the prevention of ranking pitfalls.
You need to do a site audit in order to discover and fix the technical issues that are making your Google rankings suddenly drop.
Again, we can use Ahrefs for the task.
Common Technical SEO Issues
Possible technical issues you can discover via this crawl include:
Crawlability and indexability issues
If search engines struggle to crawl or index your site, it won’t appear in search results. This can be caused by broken internal links, poor site structure, or incorrect robots.txt settings. Regularly audit crawl errors and ensure all important pages are accessible to search engines.
Mobile-friendliness problems
A site that isn’t optimized for mobile can rank lower and provide a poor user experience. If your site lacks responsive design, fix this by using a mobile-friendly theme, optimizing images, and testing usability with Google’s Mobile-Friendly Test.
Slow page speed
Slow-loading pages frustrate users and lower rankings. Common causes include unoptimized images, excessive JavaScript, and server issues. Improve speed by compressing images, enabling caching, and using a content delivery network (CDN).
HTTP status code error
Errors like 404 (Not Found) or 500 (Server Error) can hurt SEO and user experience. Regularly check for broken links and server issues, setting up 301 redirects where necessary.
Orphan pages
Pages without internal links are difficult for search engines to find and may not be indexed. Improve internal linking so every page is connected and easy to navigate.
Hreflang and language issues
Incorrect hreflang tags can mislead search engines, causing the wrong language version of a page to appear in search results. Ensure proper hreflang implementation and use Google’s International Targeting Tool to detect errors.
Canonical tag conflicts
Conflicting or missing canonical tags lead to duplicate content issues. Always specify the preferred page version to help search engines consolidate ranking signals.
Server load and crawl budget management
If a server is overloaded, search engines may crawl your site less frequently. Optimize server performance and block low-value pages from being crawled to ensure important pages receive priority.
SSL and HTTPS security issues
A site without HTTPS is flagged as “Not Secure” in browsers, which can deter users. Install an SSL certificate to encrypt data and improve trust.
XML sitemap and robots.txt misconfigurations
A missing or incorrect XML sitemap can prevent search engines from efficiently indexing your site. Ensure your sitemap is up to date and submitted to Google Search Console. Similarly, a misconfigured robots.txt file can unintentionally block pages from being indexed—review and adjust it carefully.
Duplicate content
Having multiple pages with identical or very similar content can confuse search engines and lower rankings. Use canonical tags and ensure unique, high-quality content across all pages.
Broken links and redirect issues
Dead links hurt user experience and SEO. Regularly audit your site for broken links and use 301 redirects for outdated pages.
Missing or weak meta descriptions
Meta descriptions help improve click-through rates in search results. Ensure each page has a unique, well-optimized meta description with relevant keywords.
Structured data missing or incorrect
Structured data helps search engines understand your content and can enhance search results with rich snippets. Implement schema markup for better visibility in search results.
Poor backlink profile
Spammy or low-quality backlinks can harm your site’s reputation. Regularly audit your backlink profile and disavow harmful links while building high-quality, authoritative backlinks.
Other Technical Issues that Need In-Depth Analysis
Keep in mind that there are some technical issues that tools won’t explicitly show you, but you still need to dig deeper and check:
- Canonical to redirect loops. This occurs when a canonical tag points to a URL that redirects back to the original page, creating a loop that confuses search engines. While standard audits don’t highlight this, it can be found by exporting canonicalized URLs and checking their response codes for redirects.
- Hacked pages. Hackers may manipulate a website to generate spam pages, redirect traffic, or insert harmful code. While most security tools scan for malware, SEO issues caused by hacking can be found in Google Search Console by checking manual actions, performance spikes, and unusual indexed URLs.
- JavaScript-generated links. Google does not reliably crawl internal links created using JavaScript. These links can be difficult to detect with standard tools but can be identified by searching for JavaScript-specific attributes, such as <button> elements and .js references, within the website’s code.
- Content hidden by JavaScript. If key content is only displayed after user interaction, Google may not index it. This can be manually reviewed by checking the Document Object Model (DOM) to see if the content is present before interaction. Large-scale checks can be done by comparing word counts across pages.
Content Quality and Relevance
The heart of SEO lies in content. A decline in rankings could signal issues with the quality, relevance, or freshness of your content. Regularly review and update your content, ensuring it aligns with user intent and provides value. Outdated or irrelevant content can adversely impact your search visibility.
If your website has loads of content that is not useful, people-first and lacks quality, you need to either update it with fresher, more in-depth information, or simply delete it. After all, your focus should be on creating pages that attract traffic, not on fixing poor performers that drag your rankings down anyway.
As harsh as this may sound, don’t worry – Google has put together questions that will help you assess and tweak your content if necessary.
Backlink Profile Changes
Alterations in your backlink profile, such as an influx of low-quality links or the loss of high-quality ones, can impact rankings. Conduct a thorough audit of your backlinks using tools like Ahrefs or Majestic. Disavow toxic links and focus on building high-quality, authoritative backlinks.
- Check for broken backlinks. Identify broken links pointing to your site, as they can lead to lost referral traffic and SEO value. Use tools like Ahrefs’ Site Explorer to generate a Broken Backlinks Report and find high-authority links that need fixing.
- Audit your backlink profile. Analyze your site’s backlink quality to detect harmful or spammy links. Look for unnatural links such as paid links, private blog networks (PBNs), low-quality directories, or spammy forum comments.
- Disavow harmful links (if necessary). If your rankings are negatively affected by bad links, use Google Search Console’s Disavow Tool cautiously. Only disavow links that violate Google’s guidelines, as improper use can harm your SEO. Also, try reaching out to these websites directly and ask them to remove the link. Only disavow if this doesn’t work.
Pro tip: Bing has already removed the disavow tool and Google’s John Mueller has also stated that at some point, Google may do the same. Some SEOs even claim that it is useless and may have a detrimental effect on a site’s traffic. However, don’t fall for this trap! Disavowing links you don’t want to be associated with your website is a necessary procedure that needs to be done on a regular basis! If you disavow all at one go, then yes, your traffic will plummet!
Competitor Actions
The digital landscape is competitive, and changes in your competitors’ strategies can influence rankings. Analyze shifts in competitor activities and adjust your strategy accordingly. Staying ahead in the competitive game is crucial for maintaining or regaining search visibility.
You can compare the keywords your competitors and you rank for and see what they are doing differently:
SERP Intent Change
Google’s search results are constantly evolving, and shifts in user intent can impact rankings and traffic in ways that are beyond your control.
Take the keyword “Tesla” as an example. Years ago, searching for “Tesla” mostly returned results about Nikola Tesla, the inventor, along with educational resources about his work. However, as Tesla Inc. became more prominent, search results gradually shifted to focus almost entirely on the electric vehicle company, its stock prices, and news updates. The change in what users were searching for reshaped the entire results page.
If you suspect that changing search intent has affected your site’s visibility, use a historical SERP analysis tool to review past search results. Tracking these shifts can help you adjust your content strategy to align with what users are looking for today.
Security Concerns
Website security is a priority for Google. If your site encounters security issues or lacks HTTPS, it can lead to lower rankings. Regularly update security protocols, implement HTTPS, and ensure your site is protected against malware and other security threats.
User Experience Issues
Google places high importance on user experience. Slow page speed, poor mobile optimization, and intrusive ads can negatively impact rankings. Optimize your website for a seamless user experience to improve rankings and provide a positive interaction for visitors. Make sure you regularly check for these:
Cluttered or confusing UI
A busy, disorganized layout makes it difficult for visitors to navigate your site. If users struggle to find what they need, they may leave quickly, increasing bounce rates. A clean design with intuitive navigation improves engagement and helps search engines understand site structure.
Intrusive pop-ups
Pop-ups can disrupt the user experience if they appear too frequently or at the wrong time. If visitors become frustrated, they may leave before engaging with your content. Using exit-intent pop-ups or timing them appropriately can reduce negative impact while still capturing leads.
Slow loading speeds
Pages that take too long to load frustrate users and hurt SEO. Google prioritizes fast-loading sites because they provide a better user experience. Optimizing images, enabling caching, and reducing unnecessary scripts can improve load times.
Non-mobile-friendly design
With mobile-first indexing, sites that don’t function well on mobile devices may see ranking drops. A responsive design ensures that all users, regardless of device, have a seamless experience.
Hard-to-read content
Large blocks of text without clear structure make content difficult to digest. Breaking up content with headings, bullet points, and white space improves readability and engagement, signaling to search engines that your content is valuable.
Lack of accessibility
If your site isn’t accessible to all users, including those with disabilities, it may not rank as well. Proper contrast, keyboard navigation, and alt text for images help improve accessibility and user experience.
Confusing calls-to-action (CTAs)
Multiple or unclear CTAs can overwhelm users, leading to decision fatigue and lower conversions. A well-placed, singular CTA with clear messaging improves engagement and drives actions that contribute to SEO success.
Navigation difficulties
A poorly structured site confuses visitors and search engines alike. Simplified navigation, internal linking, and a clear hierarchy help users find content faster and improve crawlability for search engines.
Core Web Vitals issues
Metrics like Largest Contentful Paint (LCP), First Input Delay (FID), and Cumulative Layout Shift (CLS) measure page load speed, interactivity, and visual stability. Poor performance in these areas can result in lower rankings.
Penalties and Manual Actions
Violating Google’s guidelines can lead to penalties or manual actions, resulting in a sudden drop in rankings. Check Google Search Console for any notifications about manual actions and address issues promptly. Rectifying violations and adhering to guidelines are essential for recovery.
14 Steps To Check And Fix Your Pages’ Indexing
Experiencing a sudden drop in Google rankings prompts a meticulous investigation into the health of your website’s indexing. A robust indexing process ensures that search engines can effectively crawl and rank your content. Here are comprehensive steps to check and rectify issues with your pages’ indexing, fostering a pathway to recover lost ground in search engine results.
1. Utilize Google Search Console
@rosieconceptsbizmark How do I begin to fix my google indexing issues for my website? Follow these steps. It wont work right away but we will manually go through wach item and ask Google to look at them individually. #googleindexing #googleranking #googlerankingtips #newwebsite #websiteongoogle ♬ original sound – Rosie | Online Marketing Tips
Begin your journey by turning to Google Search Console, a pivotal tool for understanding how Google views your site. Check for any indexing issues or warnings within the Index Coverage report. This report provides insights into the status of your pages, highlighting errors, and areas for improvement.
2. Verify Robots.txt File
A misconfigured robots.txt file can inadvertently block search engine crawlers, impacting indexing. Ensure that your robots.txt file allows crawling of essential pages. Google Search Console’s Robots.txt Tester helps identify and rectify any issues in your robots.txt configuration.
3. Examine XML Sitemap
Your XML sitemap serves as a roadmap for search engine crawlers, guiding them to the various pages on your site. Confirm that your XML sitemap is up-to-date, accurately reflects your site’s structure, and includes important pages. Submit the updated sitemap to Google Search Console for indexing.
4. Check for Noindex Tags
Inspect individual pages for the presence of the noindex meta tag. This tag instructs search engines not to index a particular page. Ensure that critical pages are not inadvertently marked as noindex, and adjust the tags accordingly.
5. Assess Page Quality and Relevance
Evaluate the quality and relevance of your pages’ content. Google prioritizes pages that provide value to users. If content lacks relevance, is outdated, or doesn’t align with user intent, it may impact indexing and rankings. Revise and refresh content where necessary.
6. Review Canonical Tags
Canonical tags help address duplicate content issues by indicating the preferred version of a page. Check for proper implementation of canonical tags, especially on pages with similar or identical content. Incorrect canonicalization can confuse search engines and affect indexing.
7. Inspect Server and Hosting
Server-related issues, such as frequent downtimes or slow server responses, can impede crawling and indexing. Monitor your server’s performance and address any issues promptly. Consider upgrading your hosting plan if your current infrastructure struggles to handle crawl requests.
8. Evaluate Mobile Friendliness
Given Google’s mobile-first indexing approach, the mobile-friendliness of your pages is critical.
Utilize Google’s Mobile-Friendly Test to ensure that your pages render well on mobile devices. Responsive design and mobile optimization contribute to positive indexing outcomes.
9. Check for Crawl Errors
Investigate crawl errors in Google Search Console to identify issues hindering the crawling process. Address crawl errors promptly, as they can impact how search engines index your pages. Common crawl errors include broken links, server errors, and DNS resolution problems.
10. Monitor Index Bloat
Excessive and irrelevant indexed pages can lead to index bloat, diluting the importance of your core content. Regularly audit and prune unnecessary pages, ensuring that search engines prioritize the indexing of crucial and high-quality content.
11. Implement Structured Data Markup
Structured data markup enhances how search engines interpret and display your content. Utilize schema markup to provide additional context to search engines. This can positively impact indexing and potentially lead to rich snippets in search results.
You can check if your page is optimized for rich snippets with the Rich Results Page tool:
12. Explore Fetch as Google
Google Search Console’s Fetch as Google feature allows you to simulate how Googlebot crawls and renders your pages. Use this tool to identify rendering issues and ensure that your pages are accessible to search engine crawlers.
13. Consider Manual Actions
Check Google Search Console for any manual actions or penalties affecting your site. Rectify issues identified in manual actions, submit reconsideration requests if necessary, and adhere to Google’s guidelines to regain favor with search algorithms.
14. Investigate JavaScript Rendering
If your site heavily relies on JavaScript, ensure that search engines can effectively render and index
JavaScript-generated content. Googlebot’s ability to process JavaScript has improved, but it’s essential to validate the indexing of dynamic content.
Final Things To Remember
Bouncing back from a Google ranking drop takes patience and smart adjustments. Keep an eye on Google Search Console, fix technical issues, and ensure your content stays relevant. Algorithm updates, site errors, or content gaps could be the cause, so take a well-rounded approach. Focus on user experience, stay updated on industry changes, and adapt your strategy as needed. A strong, flexible SEO plan will help you regain visibility and maintain long-term success.