Google’s head of search, Danny Sullivan, recently offered a guide on how to diagnose ranking drops.
Sullivan gave the advice to X (formerly Twitter) to Wesley Copeland, owner of a gaming news website, who sought help after seeing a significant drop in Google search traffic.
The Google Search link provides SEO tips
According to Copeland’s post, he’s been struggling to understand why his website’s status as a reference source for Steam Deck Guides has changed. He stated:
“Hey Danny! Any chance you could check out my site please? We used to be a guide favorite on Steam Deck, but we’ve been hit pretty hard and I’m a bit at a loss as to why.”
A five-step recovery plan
Sullivan recommended several steps to diagnose and fix potential website performance issues:
First, use Google Search Console to compare your site metrics for the last six months with the previous period. Then sort the query report by clicking change to identify notable declines. Check if the site still ranks well for these terms. If so, content quality and SEO may not be the problem. You acknowledge that Google’s ranking algorithms are constantly evolving, so some volatility is to be expected.
“If you’re still among the top performers, there’s probably nothing fundamental you need to correct,” Sullivan said.
He explained that changes in traffic could be due to Google’s systems finding other content that might be considered more useful at the time.
I would suggest:
1) Go to Search Console, select Search Results under Performance
2) Date range, compare the last six months with the previous period
3) Sort the query report by click difference
4) Look at some of the top queries where clicks dropped the most
5) See if you are still in…
— Google SearchLiaison (@searchliaison) February 14, 2024
Implications and insights for SEO professionals
Sullivan’s advice highlights the importance of SEO professionals regularly analyzing performance using tools like Google Search Console. Their recommended approach can provide insight into traffic changes and identify areas for potential optimization.
High search rankings require alignment with Google’s evolving ranking criteria. Google is continuously improving its algorithms to deliver the most relevant content to users. Therefore, search ranking fluctuations are expected.
final words
Copeland’s experience demonstrates the volatile nature of SEO, showing that even well-established websites can be affected by changes in Google’s ranking priorities.
Sullivan’s final words offer a mix of security and the reality of SEO:
“But you likely don’t have a fundamental problem, and it may be that the mix of how we display content could change to help you over time.”
The conversation between Copeland and Sullivan is a lesson in staying vigilant and sensitive to the ever-evolving demands of Google’s algorithms.
FAQ
What strategies should SEO professionals use to adapt to ranking fluctuations?
Regularly monitor website performance data using Google Search Console for trends or changes in traffic. Stay informed about updates to Google’s ranking algorithms and adapt your SEO tactics accordingly. Focus on creating content that meets Google’s current standards of relevance and usefulness. Stay alert and ready to make optimizations as market conditions and ranking criteria evolve.
What insight does the interaction between Wesley Copeland and Danny Sullivan bring to SEO marketers?
It underscores the unpredictable nature of SEO, indicating that even popular websites can experience changes due to ranking algorithm updates. The guide confirms the need to maintain a proactive approach to SEO, especially in evaluating performance metrics. He points out that while traffic declines can be concerning, they don’t always indicate fundamental problems with your content or SEO practices.
Featured Image: Who is Danny/Shutterstock
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