{"id":86551,"date":"2020-11-19T10:54:58","date_gmt":"2020-11-19T18:54:58","guid":{"rendered":"https:\/\/www.bruceclay.com\/?p=86551"},"modified":"2023-11-14T00:05:22","modified_gmt":"2023-11-14T08:05:22","slug":"things-to-know-when-your-site-loses-rankings","status":"publish","type":"post","link":"https:\/\/www.bruceclay.com\/blog\/things-to-know-when-your-site-loses-rankings\/","title":{"rendered":"5 Things to Know When Your Site Loses Rankings"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"420\" class=\"aligncenter size-full wp-image-86553\" src=\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/11\/falling-800px.jpg\" alt=\"Falling like lost website rankings.\" srcset=\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/11\/falling-800px.jpg 800w, https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/11\/falling-800px-300x158.jpg 300w, https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/11\/falling-800px-768x403.jpg 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/p>\n<p>Why is your website losing rankings? To understand why sites once have rankings and then lose them, you need to understand the bigger picture of search.<\/p>\n<p>In an August 2020 Google Webmaster Central Office Hours with John Mueller, he goes over three reasons that sites lose rankings. Here, I\u2019ll discuss Mueller\u2019s insights in more detail and explore a couple more of my own.<\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/ARB0CGCGj5o?rel=0&amp;showinfo=0&amp;start=309\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<h2>Search Is Always Evolving<\/h2>\n<blockquote><p><em>\u2026 just because a site was appearing well in search results for a number of years does not mean that it will continue to appear well in search results in the future.<\/em><\/p><\/blockquote>\n<blockquote><p>\u2013John Mueller, Google Webmaster Central Office Hours, August 2020<\/p><\/blockquote>\n<p>In an ideal world, you\u2019d achieve top rankings and stay there. But the reality is that search is always changing. And that means rankings fluctuate.<\/p>\n<p>In other words, you have to work hard to maintain those top rankings and try to figure out what\u2019s going on when they drop. As Mueller put it, ranking changes are \u201cto be expected on the web. It&#8217;s a very dynamic environment.\u201d<\/p>\n<p>It might not always be obvious what has changed when you lose rankings. It may not have anything to do with your website at all. So, what are some of the reasons rankings drop? Let\u2019s look at five categories:<\/p>\n<ol>\n<li style=\"list-style-type: none\">\n<ol>\n<li><a href=\"#competitors-change\"><strong>Competitors change<\/strong><\/a><\/li>\n<li><a href=\"#algorithms-change\"><strong>Algorithms change<\/strong><\/a><\/li>\n<li><a href=\"#expectations-change\"><strong>Expectations change<\/strong><\/a><\/li>\n<li><a href=\"#websites-change\"><strong>Websites change<\/strong><\/a><\/li>\n<li><a href=\"#other-things-change\"><strong>Other things change<\/strong><\/a><\/li>\n<\/ol>\n<\/li>\n<\/ol>\n<p><a href=\"#faq-why-website-losing-rankings\"><strong>FAQ: Why is my website losing rankings?<\/strong><\/a><\/p>\n<h3><a id=\"competitors-change\"><\/a>1. Competitors Change<\/h3>\n<p>One of the reasons you lose rankings is, as Mueller pointed out, that \u201cthings on the web change with your competitors, with other sites.\u201d<\/p>\n<p>I\u2019ve said it before SEO should always aim to beat the competition, not the algorithm. It\u2019s impossible for anyone who is not intimately familiar with the Google algorithm to figure it out. So, the mindset about rankings needs to shift from beating the algorithm to beating the competition.<\/p>\n<p>Given that there are likely <a href=\"https:\/\/siteefy.com\/how-many-websites-are-there\/\" target=\"_blank\" rel=\"noopener noreferrer\">hundreds of new websites<\/a> created every day, you must consider those entering into the search competition. And yes, some of them will be better than yours. Also, content or webpages that are new can have the added advantage of \u201cfreshness\u201d when it comes to SEO.<\/p>\n<p><strong>Solution:<\/strong> Analyze your competition in the search results and do better than them.<\/p>\n<p>Check out the article <a href=\"https:\/\/www.bruceclay.com\/blog\/seo-should-beat-the-competition-not-the-algorithm\/\">SEO Should Beat the Competition Not the Algorithm<\/a> for a better understanding of how to be \u201cleast imperfect\u201d compared to your competitors in the search results.<\/p>\n<h3><a id=\"algorithms-change\"><\/a>2.\u00a0 Algorithms Change<\/h3>\n<p>This is an obvious one: \u201cThings on our side change with our algorithms in Search,\u201d Mueller says.<\/p>\n<p>In 2019, Google made more than <a href=\"https:\/\/www.google.com\/search\/howsearchworks\/mission\/users\/\" target=\"_blank\" rel=\"noopener noreferrer\">3,600 improvements to Search<\/a>. And it\u2019s safe to say that some of those changes shook up the rankings for websites.<\/p>\n<p>How does the algorithm change? In some cases, Google expands algorithm variables. In other cases, the algorithm may change the weight given to those variables. For example, maybe a mobile signal got stronger \u2014 or something else. And sometimes it\u2019s software, not people, that are making those changes (I\u2019m looking at you, RankBrain).<\/p>\n<p>One of the best ways to weather algorithm changes is to ensure you have a sound website. Remember when Google\u2019s Gary Illyes <a href=\"https:\/\/www.reddit.com\/r\/TechSEO\/comments\/ao3fmk\/i_am_gary_illyes_googles_chief_of_sunshine_and\/\" target=\"_blank\" rel=\"noopener noreferrer\">said this<\/a>?<\/p>\n<blockquote><p><em>i really wish SEOs went back to the basics (i.e. MAKE THAT DAMN SITE CRAWLABLE) instead of focusing on silly updates and made up terms by the rank trackers, and that they talked more with the developers of the website once done with the first part of this sentence.<\/em><\/p><\/blockquote>\n<p><strong>Solution:<\/strong> Are you staying on top of changes to the algorithm? Are you continuing to put in place proven SEO strategies? Check out these articles:<\/p>\n<ul>\n<li><a href=\"https:\/\/www.bruceclay.com\/blog\/rankbrain-real-seo-impact\/\">The Real Impact of RankBrain<\/a> to understand how RankBrain and search rankings work.<\/li>\n<li>Our <a href=\"https:\/\/www.bruceclay.com\/seo\/search-engine-optimization\/\">SEO Guide<\/a> for step-by-step guidance on how to create a website primed for rankings.<\/li>\n<li><a href=\"https:\/\/www.bruceclay.com\/blog\/seo-is-done-when\/\">SEO Is Done When Google Stops Changing Things and All Your Competition Dies<\/a> (enough said).<\/li>\n<\/ul>\n<h3><a id=\"expectations-change\"><\/a>3. Expectations Change<\/h3>\n<p>Just as the search engines change, so do \u201cthings on the user side as well \u2014 the expectations change over time,\u201d says Mueller.<\/p>\n<p>Examples include:<\/p>\n<ul>\n<li>When users\u2019 expectations change around the type of content they want to consume.<\/li>\n<li>When user intent changes around keywords.<\/li>\n<\/ul>\n<p>A current event, for example, can bias the search results. Take the pandemic. Old target keywords take on new meanings in light of current events.<\/p>\n<p>Consider how expectations have changed around a search for \u201chomeschooling\u201d or \u201chand sanitizer.\u201d This can impact the rankings of websites that are not meeting user expectations.<\/p>\n<p><strong>Solution:<\/strong> Follow search trends to better understand how searcher intent changes and how expectations evolve over time with your target audience and respond. Check out these articles:<\/p>\n<ul>\n<li><a href=\"https:\/\/www.bruceclay.com\/blog\/google-search-trends-amidst-covid-19-respond\/\">Google Search Trends Amidst COVID-19 and How to Respond<\/a> to get more insight into how search trends change during current events.<\/li>\n<li><a href=\"https:\/\/www.bruceclay.com\/blog\/complete-guide-to-googles-e-a-t\/\">Complete Guide to the Fundamentals of Google&#8217;s E-E-A-T<\/a> to ensure you\u2019re creating content that is in line with Google\u2019s view of quality.<\/li>\n<\/ul>\n<h3><a id=\"websites-change\"><\/a>4. Websites Change<\/h3>\n<p>Google once said in its <a href=\"https:\/\/static.googleusercontent.com\/media\/guidelines.raterhub.com\/\/en\/searchqualityevaluatorguidelines.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">Search Quality Evaluator Guidelines<\/a> that unmaintained sites are the lowest of the low:<\/p>\n<blockquote><p><em>Some websites are not maintained or cared for at all by their webmaster. These \u201cabandoned\u201d websites will fail to achieve their purpose over time, as content becomes stale or website functionality ceases to work on new browser versions. Unmaintained websites should be rated Lowest if they fail to achieve their purpose due to the lack of maintenance.<\/em><\/p><\/blockquote>\n<p>But, in the case of maintenance, you&#8217;re kind of damned if you do and damned if you don\u2019t. That\u2019s because website maintenance is a known cause of dropped rankings.<\/p>\n<p>Consider the following:<\/p>\n<ul>\n<li>Refreshing content on an existing URL can sometimes cause a drop in rankings. On the other hand, old, outdated content can do the same. Remember to preserve the main keywords when refreshing a page.<\/li>\n<\/ul>\n<ul>\n<li>Technical issues that are less obvious can cause a drop in rankings. Here is a handful of scenarios: A large jump in 4xx and 5xx errors as part of a site migration; when a staging site is indexed after the launch of a new site, causing duplicate content that impacts the main site; too many redirect hops; confusing rel=canonical issues such as using rel=canonical pointing to a staging site as opposed to the site&#8217;s main domain; and there are, of course, more examples like these.<\/li>\n<\/ul>\n<p><strong>Solution:<\/strong> Before making any changes to a website, ensure you are aware of how it might impact rankings. Consider doing changes in small batches so that you have better insight into what might be causing a rankings drop. Monitor rankings before and after.<\/p>\n<p>Read <a href=\"https:\/\/www.bruceclay.com\/blog\/how-to-stay-relevant-during-hard-times\/\">How to Keep Your Business Relevant During Hard Times and Come Out a Winner<\/a> for ideas on maintaining the content on your site, if that\u2019s on the agenda.<\/p>\n<h3><a id=\"other-things-change\"><\/a>5. Other Things Change<\/h3>\n<p>Sometimes, not-so-obvious things change that are both in and out of your control. Consider the following:<\/p>\n<ul>\n<li>Operating changes: For example, new customer service methods could change your brand sentiment and reviews online.<\/li>\n<\/ul>\n<ul>\n<li>Social changes: For instance, a new focus on environmentalism might cause a plastic straw maker to lose rankings to a paper straw maker.<\/li>\n<\/ul>\n<ul>\n<li>Changes to other advertising channels: One scenario would be pulling a TV ad, causing fewer people to talk about your brand online. This could result in fewer links to the website.<\/li>\n<\/ul>\n<p>And you can never rule out the fact that you may have been hit with a search engine penalty. So you want to be sure your website is keeping in line with <a href=\"https:\/\/developers.google.com\/search\/docs\/advanced\/guidelines\/webmaster-guidelines?hl=en target=\" rel=\"noopener noreferrer\">Google\u2019s guidelines<\/a>. Watch out for any gray areas and make sure you err on the side of white versus black SEO strategies.<\/p>\n<p><strong>Solution:<\/strong> Look at the bigger picture around your brand and industry \u2014 has anything changed? Also, have your finger on the pulse of your other ad and marketing efforts; SEO does not exist in a vacuum. Check out these articles:<\/p>\n<ul>\n<li><a href=\"https:\/\/www.bruceclay.com\/blog\/sentiment-trust-signal\/\">Is Sentiment an SEO Trust Signal?<\/a> This dives into how brand sentiment can impact SEO success.<\/li>\n<li><a href=\"https:\/\/www.bruceclay.com\/blog\/paid-guest-posts-more-proof-bad-for-business\/\">Paid Guest Posting: More Proof That It\u2019s Bad for Business<\/a> so that you can explore one of those \u201cgray areas\u201d that violate Google\u2019s guidelines.<\/li>\n<\/ul>\n<p>Every business and website is unique, so there is no general answer that covers why you\u2019re losing rankings. But exploring these five categories can give you a good starting point for figuring it out.<\/p>\n<p><strong><em>If you\u2019re dealing with organic ranking losses and don\u2019t know why, you could benefit from expert SEO analysis. I invite you to <\/em><\/strong><a href=\"https:\/\/www.bruceclay.com\/quoteform\/\">contact us for a free consultation<\/a> today.<\/p>\n<h3><a id=\"faq-why-website-losing-rankings\"><\/a>FAQ: Why is my website losing rankings?<\/h3>\n<p>This is a multifaceted issue, but let\u2019s look at the top 10 reasons why your site might be losing rankings.<\/p>\n<ol>\n<li><strong> Algorithmic Changes<\/strong><\/li>\n<\/ol>\n<p>One of the most common culprits behind ranking drops is algorithm updates by search engines like Google. These changes can significantly impact your website&#8217;s visibility. Stay informed about algorithm updates and adapt your SEO strategies accordingly.<\/p>\n<ol start=\"2\">\n<li><strong>Technical Issues<\/strong><\/li>\n<\/ol>\n<p>Technical glitches on your website can negatively affect its rankings. Ensure your website is mobile-friendly, has a fast loading speed, and is free from broken links or server errors. Regularly conduct website audits to catch and resolve technical issues promptly.<\/p>\n<ol start=\"3\">\n<li><strong>Poor Content Quality<\/strong><\/li>\n<\/ol>\n<p>Low-quality or outdated content can lead to ranking drops. Conduct a content audit to identify and refresh outdated material. Focus on creating high-quality, relevant, and engaging content that resonates with your target audience.<\/p>\n<ol start=\"4\">\n<li><strong>Backlink Profile<\/strong><\/li>\n<\/ol>\n<p>Your website&#8217;s backlink profile plays a crucial role in rankings. If you&#8217;ve acquired low-quality or spammy backlinks, they can harm your site&#8217;s reputation. Disavow toxic links and focus on building high-quality, natural backlinks.<\/p>\n<ol start=\"5\">\n<li><strong>Keyword Competition<\/strong><\/li>\n<\/ol>\n<p>Changes in keyword competition can impact your rankings. Monitor keyword trends and adjust your content and SEO strategies accordingly. Target long-tail keywords with less competition to maintain visibility.<\/p>\n<ol start=\"6\">\n<li><strong>Website Security<\/strong><\/li>\n<\/ol>\n<p>A lack of website security can lead to ranking drops, especially if your site is susceptible to hacking. Invest in robust security measures to protect your site from cyber threats.<\/p>\n<ol start=\"7\">\n<li><strong>User Experience<\/strong><\/li>\n<\/ol>\n<p>A poor user experience, such as slow page load times or a confusing navigation structure, can result in higher bounce rates and lower rankings. Optimize your website for a seamless user experience.<\/p>\n<ol start=\"8\">\n<li><strong>Content Freshness<\/strong><\/li>\n<\/ol>\n<p>Search engines prefer fresh content. Regularly update your website with new, relevant information to signal its relevance to search engines.<\/p>\n<ol start=\"9\">\n<li><strong>Social Signals<\/strong><\/li>\n<\/ol>\n<p>Engagement on social media can influence your rankings. Share your content on social platforms and encourage user interaction.<\/p>\n<ol start=\"10\">\n<li><strong>Competition<\/strong><\/li>\n<\/ol>\n<p>Increased competition in your niche can lead to ranking fluctuations. Continuously analyze your competitors&#8217; strategies and adapt to stay competitive.<\/p>\n<p>A website&#8217;s ranking drop can be attributed to various factors, but understanding and addressing these issues can help you regain and maintain your position in search engine results. Regular monitoring, adaptation to algorithm changes, and a commitment to quality content are key to a successful SEO strategy.<\/p>\n<p><strong>Step-by-Step Procedure: How to Address a Dropping Website Ranking<\/strong><\/p>\n<ol>\n<li>Monitor algorithm updates from search engines.<\/li>\n<li>Conduct regular website audits to identify and resolve technical issues.<\/li>\n<li>Perform a content audit to refresh outdated or low-quality content.<\/li>\n<li>Audit and clean up your backlink profile, disavowing toxic links.<\/li>\n<li>Stay updated on keyword competition and adjust your SEO strategies accordingly.<\/li>\n<li>Invest in robust website security to protect against cyber threats.<\/li>\n<li>Optimize your website for a seamless user experience.<\/li>\n<li>Regularly update your content to maintain its freshness.<\/li>\n<li>Promote your content on social media platforms and encourage user engagement.<\/li>\n<li>Analyze your competitors&#8217; strategies and adapt to stay competitive in your niche.<\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"<p>Why is your website losing rankings? To understand why sites once have rankings and then lose them, you need to understand the bigger picture of search. In an August 2020 Google Webmaster Central Office Hours with John Mueller, he goes over three reasons that sites lose rankings. Here, I\u2019ll discuss Mueller\u2019s insights in more detail [&hellip;]<\/p>\n","protected":false},"author":35,"featured_media":86553,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[4],"tags":[1378,1839,1838,1232,1837],"acf":[],"yoast_head":"<title>BruceClay - 5 Things to Know When Your Site Loses Rankings<\/title>\n<meta name=\"description\" content=\"To understand why sites lose rankings that they once had, you need to understand the bigger picture of search.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.bruceclay.com\/blog\/things-to-know-when-your-site-loses-rankings\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"5 Things to Know When 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