Google Ranking Drops Diagnose: 5-Step Plan by Danny Sullivan

In a recent discussion on X (formerly Twitter), Google’s Search Liaison, Danny Sullivan, offered valuable insights on how to address and diagnose ranking declines. The conversation took place with Wesley Copeland, the owner of a gaming news website who sought help after experiencing a significant drop in traffic from Google searches.

Copeland expressed his confusion about the decline in his website’s ranking as the go-to source for Steam Deck guides. Sullivan provided a 5-step plan to diagnose and address potential issues:

1. Utilize Google Search Console to compare the site’s metrics over the past six months with the previous period.
2. Sort the Queries report by click change to identify significant decreases in clicks.
3. Verify if the site still ranks highly for those terms.
4. If the site still maintains a high rank, it suggests that the content quality and SEO might not be the issue.
5. Understand that ranking fluctuations are normal as Google’s ranking algorithms evolve, and there might not be any fundamental issues to correct if the site is still ranking well.

Sullivan emphasized that changes in traffic can occur as Google’s systems find other content that may be deemed more relevant at a given time. He highlighted the importance of regularly monitoring performance using tools like Google Search Console and staying responsive to the ever-evolving demands of Google’s algorithms.

This interaction between Copeland and Sullivan serves as a reminder of the unpredictable nature of SEO and the need for SEO professionals to stay informed about updates to Google’s ranking algorithms. It also underscores the importance of aligning with Google’s relevancy and usefulness standards when creating content. Despite traffic declines, it is essential to remain proactive and adaptable in optimizing websites as market conditions and ranking criteria evolve.

In Summary

Sullivan’s 5-step plan provides a valuable framework for website owners to diagnose and address ranking drops, while also emphasizing the need for vigilance and responsiveness in the face of Google’s ever-changing algorithms. As an SEO agency professional, you may take note of Sullivan’s 5-step plan in case you need it.

Image credit: @freepik
Source: Search Engine Journal