Google’s Search Liaison, Danny Sullivan, recently provided insights on diagnosing decreases in rankings. Sullivan shared his advice on X (formerly Twitter) with Wesley Copeland, owner of a gaming news website, who sought assistance after observing a notable decline in traffic from Google searches.
As per Copeland’s statement, he has been grappling with comprehending the reasons behind the alteration in his website’s position as the primary destination for Steam Deck guides. He mentioned:
“Hey Danny! Any chance you could take a look at my site http://RetroResolve.com, please? We used to be the go-to for guides on Steam Deck but got hit pretty badly and I’m a bit lost as to why.”
To address potential issues with the website’s performance, Sullivan proposed a series of steps:
- Use Google Search Console to compare the site’s metrics over the past six months with the previous period.
- Sort the Queries report by click change to pinpoint significant decreases.
- Verify if the site maintains high rankings for those terms.
- If the rankings persist, it suggests that content quality and SEO may not be the root cause.
- Acknowledge that Google’s ranking algorithms are in constant evolution, leading to some expected volatility.
Sullivan reassured that if the site continues to rank among the top results, there may be no fundamental corrections necessary. He further explained that changes in traffic could be attributed to Google’s systems identifying other content considered more useful at the time.
Google Says No Perfect Formula for Determining Search Rankings
Implications and Insights for SEO Practitioners
Sullivan’s guidance underscores the need for SEO professionals to consistently assess performance through tools such as Google Search Console. His recommended strategy offers valuable insights into fluctuations in traffic and areas for potential optimization.
Attaining high search rankings needs alignment with Google’s ever-evolving ranking factors. Google continuously refines its algorithms to provide users with the most pertinent content, resulting in anticipated changes in search rankings.
Closing Remarks
Copeland’s experience vividly illustrates the dynamic nature of SEO, illustrating that even established websites can be affected by changes in Google’s ranking priorities.
Sullivan’s concluding remarks blend reassurance with the realities of SEO:
“But you probably don’t have any fundamental issues, and it might be the mix of how we show content could change to help you over time.”
The dialogue between Copeland and Sullivan serves as a reminder to remain vigilant and adaptable to the continuously changing demands of Google’s algorithms.
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