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August 26, 2024Google Rankings Plummeted in 2024? 10 Essential Checks to Diagnose and Recover Your SEO
Picture this: You're sipping your morning coffee, ready to check your website's performance, when suddenly you notice your Google rankings have taken a nosedive. Panic sets in. Your heart races. But before you spiral into despair, take a deep breath. We're here to guide you through this SEO crisis.
Sudden ranking drops can feel like an earthquake, shaking the very foundation of your online presence. The impact can be severe: decreased organic traffic, fewer leads, and potentially, a significant hit to your bottom line. But here's the good news: with the right approach, you can diagnose the issue and climb back up the SERPS.
In this comprehensive guide, we'll walk you through 10 essential checks to perform when your Google rankings plummet. We'll help you stay calm, methodical, and focused on recovery. So, let's roll up our sleeves and dive into the world of SEO diagnostics.
Understanding Ranking Fluctuations
Before we jump into our checklist, it's crucial to understand the very nature of ranking fluctuations. Not all ranking changes are cause for alarm, and distinguishing between normal and abnormal fluctuations is your first step towards effective problem-solving.
Normal vs. Abnormal Ranking Changes
Search engine rankings are not set in stone. They're more like a living, breathing entity that changes constantly. It's normal to see small fluctuations from day to day or even hour to hour. These minor shifts are often due to:
- Search engine algorithm tweaks
- Changes in user search behaviour
- Variations in search volume
- Localisation factors
However, when you see significant drops across multiple keywords or pages, lasting for several days or weeks, it's time to investigate further.
Factors that Influence Search Engine Rankings
Google uses over 200 ranking factors in its algorithm. While we don't know all of them, here are some key elements that significantly influence your position in the search results:
- Content quality and relevance
- Backlink profile
- Technical SEO factors (site speed (Supposedly!), mobile-friendliness, etc.)
- User experience signals
- Domain authority - kind of
- Page-level factors (title tags, meta descriptions, etc.)
- Search intent alignment
Understanding these factors is crucial as we move forward with our diagnostic process. They'll serve as a roadmap, guiding us through potential problem areas and solutions.
10 Essential Checks for Diagnosing Ranking Drops
Now that we've laid the groundwork, let's dive into the heart of our guide: the 10 essential checks you need to perform when your Google rankings take a hit. These checks will help you methodically diagnose the issue and pave the way for recovery.
1. Verify the Ranking Drop
Before you sound the alarm, it's crucial to confirm that your rankings have indeed dropped. False alarms can waste valuable time and resources. Here's how to verify the situation:
Using Multiple Rank Tracking Tools
Don't rely on a single source of information. Different rank tracking tools may show slight variations due to factors like:
- Data refresh rates
- Localisation settings
- SERP feature interpretations
Use at least two reputable rank tracking tools to cross-reference your data. Popular options include SEMrush, Ahrefs (My personal favourite), and Moz.
Analysing Google Search Console Data
Google Search Console (GSC) is your direct line to Google's perspective on your site. Here's what to look for:
- Check the 'Performance' report for changes in clicks, impressions, and average position
- Use the 'Compare' feature to analyse data over different time periods
- Look for significant drops in specific queries or pages
Remember, GSC data can have a delay of a few days, so consider this when analysing recent changes.
Examining Web Analytics for Organic Traffic Changes
Your web analytics tool (like Google Analytics) can provide valuable insights:
- Look for sudden drops in organic traffic
- Analyse the 'Organic Search' report to see which landing pages are most affected
- Check if the traffic drop correlates with specific dates or events
By triangulating data from these three sources, you can confidently verify whether your rankings have indeed dropped and to what extent.
2. Assess the Scope of the Impact
Once you've confirmed the ranking drop, it's time to determine its scope. This step is crucial for prioritising your recovery efforts and understanding the nature of the problem.
Identifying Affected Search Queries and Pages
Start by creating a list of all affected elements:
- Which keywords have dropped in rankings?
- Are specific pages more affected than others?
- Is the drop confined to certain types of queries (e.g., long-tail vs. short-tail keywords)?
Use your rank tracking tools and Google Search Console to gather this information systematically.
Creating a Comprehensive Impact Report
Compile your findings into a detailed report. This should include:
- A list of affected keywords and their ranking changes
- Impacted pages and their traffic loss
- Changes in click-through rates (CTR) for affected queries
- Any correlations with specific dates or events
This report will serve as your roadmap for the recovery process and help you communicate the situation to stakeholders.
Analysing Patterns in the Affected Content
Look for common threads among the affected elements:
- Are pages on a specific topic more affected?
- Is there a pattern in the content structure or format of impacted pages?
- Are certain sections of your website more affected than others?
Identifying patterns can provide clues about the root cause of the ranking drop and guide your recovery strategy.
3. Review Recent Website Changes
Often, the culprit behind a sudden ranking drop is hiding in plain sight. It's time to put on your detective hat and investigate recent changes to your website. Even small tweaks can have significant SEO implications.
Technical Changes
Technical SEO is the foundation of your website's performance in search engines. Here's what to check:
- HTTP status codes: Have any important pages suddenly started returning 404 errors or 301 redirects?
- Canonical URLs: Has the canonical tag implementation changed, potentially causing duplicate content issues?
- Meta robots tags: Check if any crucial pages have accidentally been set to 'noindex' or 'nofollow'.
- Robots.txt file: Ensure you haven't inadvertently blocked important sections of your site from search engine crawlers.
- Hreflang implementation: For multilingual sites, verify that your language targeting is still correctly set up.
Use tools like Screaming Frog or Sitebulb to crawl your site and identify any technical issues that might have slipped through the cracks.
Content Changes
Content is king in SEO, and even minor alterations can impact your rankings. Review these elements:
- Title tag modifications: Have you recently updated title tags, potentially removing important keywords? Check for Tag Best Practices
- Meta description updates: While not a direct ranking factor, changes here can affect click-through rates.
- Heading structure alterations: Check if H1, H2, and H3 tags have been modified, especially on key pages.
- Body content revisions: Look for any significant content changes, removals, or additions that might have affected keyword relevance.
Pro tip: Use the Wayback Machine to compare your current pages with previous versions if you're unsure about recent changes.
Internal Link Structure
Internal linking is the unsung hero of SEO. Changes here can significantly impact how search engines crawl and understand your site:
- Homepage link changes: The homepage often distributes link equity throughout the site. Have you removed important links?
- Sidebar and footer link modifications: These site-wide links can have a big impact. Check for any recent alterations.
- Impact of site redesigns on internal linking: If you've recently redesigned your site, ensure your internal linking structure hasn't been disrupted.
Use Screaming Frog or Sitebulb again here to generate an internal link report and compare it with a previous version to spot any significant changes.
4. Investigate Technical Issues
Technical SEO issues can be sneaky. They often lurk beneath the surface, causing havoc with your rankings without being immediately obvious. Let's dive into some key areas to investigate:
Performing Log File Analysis
Your server logs are a goldmine of information about how search engines interact with your site:
- Check for crawl errors or 5xx server errors that might be impeding Googlebot's access to your content.
- Look for patterns in crawl frequency. Has Google suddenly slowed down its crawling of your site?
- Identify any important pages that aren't being crawled as frequently as they should be.
Tools like SEMrush Log File Analyzer or Screaming Frog Log File Analyzer can help you make sense of this data.
Checking for Googlebot Blocking
Sometimes, well-intentioned security measures can backfire. Ensure you're not accidentally blocking Googlebot:
- Check your .htaccess file for any overzealous blocking rules.
- Verify that your CDN or firewall settings aren't mistaking Googlebot for a malicious bot.
- Use the URL Inspection tool in Google Search Console to see if Google can properly render your pages.
Remember, if Googlebot can't access your content, it can't rank it!
Evaluating Website Load Times
Site speed is (supposedly) a crucial ranking factor, especially for mobile search results. Here's what to look out for:
- Use tools like Google PageSpeed Insights or GTmetrix to identify speed issues.
- Pay special attention to mobile load times, as Google uses mobile-first indexing.
- Look for recent changes that might have impacted site speed, such as new plugins, unoptimised images, or bloated code.
Even a one-second delay in page load time can impact your bounce rate and, supposedly, your rankings.
Assessing Mobile-Friendliness
In our mobile-first world, your site's performance on smartphones and tablets is paramount:
- Use Google's Mobile-Friendly Test to check if your site passes the basic requirements.
- Review your mobile usability report in Google Search Console for any issues.
- Test your site on various devices and screen sizes to ensure a consistent, user-friendly experience.
Remember, Google predominantly uses the mobile version of your site for indexing and ranking. If your mobile experience is subpar, your desktop rankings will suffer too.
By thoroughly investigating these technical aspects, you're not only troubleshooting your current ranking drop but also fortifying your site against future SEO issues.
5. Check for Google Algorithm Updates
Google's algorithm is constantly evolving, with hundreds of minor updates each year and several major ones (Core Updates) that can significantly shake up the SEO world. The most recent one in August 2024 has really shaken up the SEO world. When your rankings suddenly drop, it's crucial to investigate whether a recent algorithm update might be the culprit.
Resources for Tracking Google Updates
Stay informed about algorithm changes with these reliable sources:
- Google Search Central Blog: The official source for major update announcements.
- MozCast: A weather report showing turbulence in the Google algorithm.
- SEMrush Sensor: Tracks SERP volatility across different industries.
- Search Engine Roundtable: Provides timely coverage of suspected algorithm updates.
Regularly check these resources and align their reports with your ranking changes to identify potential correlations.
Understanding the Impact of Major Algorithm Changes
Major updates often target specific aspects of SEO. Here are some recent examples:
- August 2024: More helpful content update, now from a wider range of websites, including smaller, independent sites.
- March 2024: Helpful content update. Designed to reduce the amount of search engine first content shown in the SERPS. In other words, content made specifically to rank.
- March 2024: Spam update. Three new policies to target expired domain abuse, scaled content abuse and site reputation abuse (parasite SEO).
If your ranking drop coincides with a major update, analyse how your site aligns with the update's focus areas.
Gradual Ranking Drops and Filter Effects
Not all algorithm changes cause immediate, dramatic shifts. Some updates roll out gradually:
- Look for slow, steady declines over weeks or months.
- Consider the possibility of cumulative effects from multiple small updates.
- Be aware of 'filter' effects, where your site might be caught in the crossfire of updates targeting specific practices.
Remember, the goal is to align your SEO strategy with Google's evolving best practices, not to chase algorithm updates.
6. Analyse SERP Layout Changes
Sometimes, what appears to be a ranking drop might actually be a change in how search results are displayed. Google frequently experiments with SERP layouts, which can affect your visibility and click-through rates.
Featured Snippets and Their Impact
Featured snippets can be a double-edged sword for SEO:
- If you've lost a featured snippet position, it might appear as a significant ranking drop.
- Conversely, if a competitor gains a featured snippet, your traditional #1 ranking might suddenly appear lower on the page.
- Analyse opportunities to regain or capture featured snippets by optimizing your content structure.
Use tools like Ahrefs or SEMrush to track featured snippet opportunities in your niche.
New SERP Features Pushing Organic Results Down
Google continually introduces new SERP features that can affect organic visibility:
- People Also Ask boxes
- Local Pack results
- Knowledge Panels
- Shopping results
Even if your numerical ranking hasn't changed, these features might push your result further down the page, affecting click-through rates.
Differences in Rank Tracker Interpretations of SERP Features
Be aware that different rank tracking tools may interpret SERP features differently:
- Some tools count featured snippets as position #0, while others consider them position #1.
- Local pack results might be included in some trackers but excluded in others.
- Ensure you understand how your chosen tools interpret various SERP features to avoid misinterpreting your data.
Consider using multiple rank tracking tools to get a more comprehensive view of your SERP performance.
7. Review Backlink Profile
Your backlink profile is a crucial factor in your site's authority and rankings. Changes in your backlinks can have significant impacts on your search visibility.
Examining Recently Disavowed Links
If you've recently submitted a disavow file to Google, it could affect your rankings:
- Review your disavow file to ensure you haven't accidentally included valuable links.
- Consider the timing of your disavow submission in relation to your ranking changes.
- Remember that disavowing links is a powerful tool that should be used cautiously.
Use Google Search Console's disavow tool to manage your disavowed links effectively.
Assessing the Impact of Lost Backlinks
Losing high-quality backlinks can lead to ranking drops:
- Use tools like Ahrefs or Majestic to identify recently lost backlinks.
- Reach out to webmasters to understand why links were removed and potentially reinstate them.
- Look for patterns in lost links - are they from a particular type of site or industry?
Consider setting up alerts to notify you of significant changes in your backlink profile.
Identifying Potentially Harmful New Backlinks
Sometimes, a surge of low-quality or spammy backlinks can trigger ranking drops:
- Monitor for sudden increases in backlinks, especially from low-quality or irrelevant sites.
- Be wary of potential negative SEO attacks targeting your site.
- Use Google Search Console's Links report to identify and disavow potentially harmful links.
Remember, it's not just about quantity - the quality and relevance of your backlinks are paramount.
8. Check for Manual Actions
While algorithm updates and technical issues are common causes of ranking drops, sometimes the problem is more direct: a manual action from Google.
Understanding Google Penalties
Google may impose manual actions (penalties) for violations of their webmaster guidelines:
- These can be partial (affecting specific pages or sections) or site-wide.
- Common reasons include unnatural links, thin content, and cloaking.
- Manual actions can result in dramatic ranking drops or complete de-indexing.
It's crucial to address manual actions promptly to recover your rankings.
How to Check for Manual Actions in Google Search Console
Google Search Console is your first stop for identifying manual actions:
- Navigate to the 'Security & Manual Actions' section in GSC.
- Check the 'Manual Actions' report for any issues.
- If a manual action is present, Google will provide details about the affected pages and the nature of the violation.
Even if you don't see a manual action, it's good practice to regularly check this report.
Steps to Take if a Manual Action is Detected
If you find a manual action against your site, here's what to do:
- Carefully read the details of the manual action to understand the violation.
- Address the issue thoroughly across your site, not just on the pages mentioned.
- Document your efforts to resolve the problem.
- Submit a reconsideration request through Google Search Console, detailing the steps you've taken.
- Be patient - it may take several weeks for Google to review your request.
Remember, transparency and thoroughness are key when dealing with manual actions. Show Google that you're committed to complying with their guidelines.
9. Investigate Potential Website Hacking
A compromised website can lead to severe ranking drops and long-term damage to your online reputation. It's crucial to investigate this possibility, even if you think it's unlikely.
Signs of Website Compromise
Look out for these red flags that might indicate your site has been hacked:
- Unexpected changes to your website's content or structure
- Unusual traffic patterns in your analytics
- Suspicious files or directories in your hosting account
- Your site is flagged as 'hacked' in search results
- Sudden appearance of unrelated keywords in your site's content
Regular security audits can help you catch these issues early before they impact your rankings.
Using Google's Security Tools to Detect Malicious Activity
Google provides several tools to help you identify security issues:
- Google Search Console's Security Issues report: Check for any detected hacks or malware
- Google Safe Browsing status: Use the Safe Browsing site status tool to see if Google has flagged your site
- Google Transparency Report: Check if your site is listed as potentially harmful
Regularly monitoring these tools can help you catch and address security issues promptly.
Steps to Secure and Recover a Hacked Website
If you suspect your site has been hacked, follow these steps:
- Quarantine the site by taking it offline temporarily
- Identify the vulnerability that allowed the hack
- Remove all malicious code and files
- Update all software, including your CMS, plugins, and themes
- Change all passwords associated with the site
- Restore from a clean backup if available
- Implement stronger security measures to prevent future attacks
- Request a review in Google Search Console once the site is clean
Consider hiring a security expert if you're not confident in handling the cleanup yourself.
10. Evaluate Competitor Activity
Sometimes, a ranking drop isn't due to anything you've done wrong, but rather what your competitors are doing right. Let's explore how to assess competitor activity.
Analysing Competitor Content Updates
Keep an eye on your competitors' content strategies:
- Use tools like SEMrush or Ahrefs to track competitor content updates
- Analyse the quality, depth, and relevance of their new or updated content
- Look for gaps in your own content that competitors might be filling
Remember, the goal is not to copy, but to understand trends and improve your own strategy.
Assessing Changes in Competitor Backlink Profiles
Monitor shifts in your competitors' backlink strategies:
- Track new high-quality backlinks your competitors have acquired
- Identify any successful link-building campaigns they've run
- Look for opportunities to acquire similar high-quality links
Tools like Majestic or Moz can help you keep tabs on competitor backlink growth.
Identifying New Competitors in the SERP
The competitive landscape can change quickly:
- Regularly perform searches for your target keywords to spot new players
- Analyse the strengths of these new competitors
- Consider how you can differentiate your content and strategy
Stay alert to industry changes that might bring new competitors into your space.
Developing a Recovery Plan
Now that we've thoroughly diagnosed potential issues, it's time to create a plan to recover your rankings.
Prioritising Issues Based on Impact and Effort
Not all issues are created equal. Prioritise your efforts:
- Create a matrix of issues based on potential impact and required effort
- Focus on high-impact, low-effort fixes first for quick wins
- Plan for longer-term, high-impact changes that may require more resources
This approach ensures you're making the most efficient use of your time and resources.
Creating an Action Plan for Each Identified Problem
For each issue you've identified:
- Clearly define the problem and its root cause
- Outline specific steps to address the issue
- Assign responsibilities if working with a team
- Set measurable goals for improvement
- Establish a timeline for implementation and review
Document your plan thoroughly to ensure nothing falls through the cracks.
Setting Realistic Timelines for Recovery
SEO recovery takes time. Be patient and set realistic expectations:
- Understand that some changes may take weeks or months to show results
- Break your recovery plan into phases with specific milestones
- Regularly review and adjust your timeline based on observed results
Communicate these timelines clearly with stakeholders to manage expectations.
Preventing Future Ranking Drops
The best way to handle ranking drops is to prevent them in the first place. Let's look at some proactive strategies.
Implementing Ongoing SEO Monitoring
Stay ahead of issues with robust monitoring:
- Set up automated rank tracking for key terms
- Use tools like Google Search Console and Google Analytics to monitor traffic and performance
- Implement technical SEO monitoring for issues like crawl errors or page speed problems
- Set up alerts for sudden changes in rankings or traffic
Regular monitoring allows you to catch and address issues before they become critical.
Establishing Change Management Processes
Minimise the risk of self-inflicted ranking drops:
- Implement a change management system for website updates
- Create a checklist of SEO considerations for any site changes
- Test changes in a staging environment before pushing to production
- Have a rollback plan for significant changes
A structured approach to change can prevent many common SEO pitfalls.
Regular SEO Audits and Maintenance
Keep your SEO strategy in top shape with regular check-ups:
- Conduct comprehensive SEO audits quarterly or bi-annually
- Regularly update and improve your content
- Stay informed about SEO best practices and algorithm updates
- Continuously work on building high-quality backlinks
Proactive maintenance is key to long-term SEO success.
Conclusion
Dealing with sudden ranking drops can be daunting, but with a systematic approach, you can diagnose issues and develop an effective recovery plan. Remember:
- Stay calm and approach the problem methodically
- Use data to guide your decisions
- Be patient - SEO recovery takes time
- Learn from the experience to prevent future issues
By following the steps outlined in this guide, you'll be well-equipped to handle any SEO challenges that come your way. Keep learning, stay adaptable, and remember that in the ever-changing world of SEO, the ability to diagnose and recover from setbacks is just as important as the strategies to achieve high rankings in the first place.
FAQs
1. How long does it typically take to recover from a significant ranking drop after implementing the suggested fixes?
The recovery time from a significant ranking drop can vary widely, typically ranging from a few days to several months. The timeline largely depends on the nature of the issue and the effectiveness of the implemented fixes. For algorithm-related drops, recovery may coincide with the next algorithm update, while technical fixes can yield results within days or weeks once Google re-crawls the site.
2. Are there any specific tools or software you recommend for efficiently performing all 10 checks mentioned in the guide?
Several tools are recommended for performing the essential checks:
- Rank Tracking: SEMrush, Ahrefs, Moz
- Technical SEO Audits: Screaming Frog, Sitebulb
- Log File Analysis: SEMrush Log File Analyzer, Screaming Frog Log File Analyzer
- Site Speed Testing: Google PageSpeed Insights, GTmetrix
- Backlink Analysis: Ahrefs, Majestic, Moz
Google Search Console is also crucial for monitoring performance and identifying issues.
3. How often should website owners conduct these checks, even if they haven't noticed a ranking drop?
Website owners should conduct these checks regularly to maintain optimal performance. It's advisable to:
-
Monitor rankings and organic traffic daily or weekly
-
Perform technical SEO audits monthly or quarterly
-
Review backlink profiles monthly
-
Check Google Search Console for manual actions and security issues weekly
Regular checks help identify potential issues before they escalate into significant problems.
4. What are some proactive steps to prevent sudden ranking drops before they occur?
To prevent sudden ranking drops, website owners should:
- Regularly update and enhance existing content.
- Maintain a healthy and diverse backlink profile.
- Follow technical SEO best practices consistently.
- Ensure website security and monitor for malware.
- Stay informed about algorithm updates and adjust strategies accordingly.
- Analyse competitor activity regularly to adapt to changes in the landscape.
5. Can you provide more details on how to effectively communicate these issues and recovery plans to non-technical stakeholders or clients?
To communicate effectively with non-technical stakeholders:
- Summarise the issue clearly, focusing on its impact on business metrics.
- Use visual aids like charts or graphs to illustrate ranking and traffic changes.
- Explain the probable causes in simple terms without jargon.
- Outline the recovery plan, including specific steps and estimated timelines.
- Provide regular updates on progress and any adjustments to the strategy.
Focusing on business outcomes rather than technical details can help stakeholders understand the situation better.
The best place to hide a dead body is the second page of Google.
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