Google Ranking Drop Investigation Guide 2025
Summary
A Google ranking penalty is imposed on websites that breach its Google Search Essentials, resulting in lower search rankings or even removal from search results, which cuts organic traffic. Penalties can be algorithm-driven or manually applied by Google staff for violations such as black-hat SEO tactics, low-quality links, or poor content. Recovery requires fixing the issues and, for manual penalties, requesting Google’s reconsideration.
Before we begin, check out this video on how Google perceives different SEO ranking factors in real life.
Table of contents
How Does Google Search Work?
When you search for something in Google, Google bots will scan indexed pages that align with the search, and prioritise those deemed most relevant and of the highest quality for the user’s specific inquiry. Relevance is assessed using numerous criteria, including the user’s geographical location, language preference, and whether they’re using a desktop or mobile device. For example, a search for “SEO Agency” in the US would show US agencies, while searches in Hong Kong would show Hong Kong agencies instead.
For any business, ASO should be one of the pillars of its app marketing strategy.
Why Will Your Rankings Drop?
With over five years in the SEO field and having worked on more than 700 websites, I’ve seen my fair share of Google ranking drops. These experiences, ranging from internal website issues and competitive shifts to algorithm updates, have been invaluable. Each instance has been a learning opportunity, helping me to quickly diagnose the causes, strategise effective recovery plans, and often improve rankings beyond their original positions.
Step 1: Identify The Cause
The first step in addressing Google ranking drops is to analyse how the rankings have shifted. Here are some questions to ask yourself:
- Magnitude of Rank Drop: Is it a minor drop (less than 5 positions), moderate (5 to 10 positions), significant (20 or more positions), or a complete disappearance from SERP?
- Affected Pages: Are all pages affected, or just one or two?
- Clusters/Topics Impacted: Which specific clusters or topics are experiencing the drop?
- Nature of the Drop: Was the drop sudden or gradual over time?
- Google Algorithm Changes: Is there an ongoing Google algorithm update?
- Changes in SERP: Are there significant changes in the new Page 1 SERP?
- Competitors’ Performance: How are your main competitors faring in rankings?
- Keyword Ranking History: How long have your keywords been ranking previously?
- Unusual Site Activity: Are there any strange pages being created on your site without your knowledge?
The following table categorises different types of ranking drops, their likely causes, and the recommended actions to address them.
| Ranking Drop Scenario | Possible Cause | Action to Consider |
| Minor slips in ranking | Normal fluctuation | Often recover without intervention |
| Continuous slip over a quarter | Competition outperforms SEO efforts | Review and adjust SEO strategy |
| Specific pages’ rankings are disappearing | Internal issues (e.g., no-index tag, disallow command) | Check for technical errors or changes on the SERP |
| Significant site-wide drop | Manual or algorithm penalty | Identify and rectify issues (more details in this blog) |
With this broad guide in mind, let us now dive deeper into specific issues.
Step 2: Align With Google Updates That Affect Rankings
Have your ranking drops been in the same date range as these Google updates have been rolled out? Here’s a summarised and updated list of Google’s significant algorithm changes since 2000, including their effects on keyword rankings:
| Google Update (Date) | Ranking Effects |
| Google Dance (2000) | Early fluctuations in search rankings due to periodic indexing by Google cause noticeable shifts in SERP positions. |
| Boston (2003) | Initiated Google’s advanced algorithm development, refining link and anchor text evaluations for better search precision. |
| Florida (2003) | A crackdown on spammy SEO tactics, causing major ranking changes and encouraging a focus on quality content. |
| Caffeine (2010) | An infrastructure enhancement for faster, more accurate search indexing, not a penalty-based update. |
| Panda (2011) | Penalise low-quality and thin content, rewarding valuable, well-crafted information. |
| Venice (2012) | Improved local search ranking by integrating traditional search signals. |
| Penguin (2012-2016) | A series of updates targeting manipulative link-building, with the latter versions operating in real-time within the core algorithm. |
| Hummingbird (2013) | Overhauled Google’s core algorithm for a better grasp of queries’ intent and context. |
| Pigeon (2014) | Refined local business listings for more precise and relevant local search results. |
| Mobile-Friendly Update (2015) | “Mobilegeddon,” favours mobile-optimised sites in mobile search rankings. |
| RankBrain (2015) | AI-based component of Hummingbird, interpreting complex queries to enhance result relevance. |
| BERT (2019) | Enhanced understanding of nuanced language in search queries for more accurate results. |
| Core Updates (2020-2023) | Broad updates impacting search results across various topics and industries. |
| Google Page Experience Update (2021) | Emphasised user experience factors like load times and stability. |
| Product Reviews Updates (2021-2023) | Focused on elevating the quality of review content in search results. |
| Helpful Content Updates (2022-2023) | Aimed to prioritise content usefulness and user value in rankings. |
| Spam Updates (2022-2023) | Addressed and penalised web spam tactics to protect search result quality. |
| Link Spam Update (2022) | Targeted spammy links to ensure the quality of backlinks. |
| Google Search Update (March 2024) | The latest integrated update enhances the relevancy and quality of search results while addressing web spam. |
Google’s algorithm updates have progressively aimed at refining search quality, penalising poor practices, and rewarding valuable, user-focused content.
Google March 2024 Spam Update
The March 2024 Google spam update caused a lot of low-quality websites to have a drop in rankings. Sites that once smoothly sailed through earlier updates are currently contending with the repercussions of Google’s rigorous new standards. I’ve identified several key tactics that could assist us in adapting to these modifications. Below is an in-depth examination of my findings:
- Check Your Backlinks: Even if your site has not received a manual penalty from Google, sites that are linking towards your website might have, and these backlinks from a deindexed / penalised domain would lead to a decrease in your rankings.
- Disavowing Links: Previously, we have moved this strategy away from our usual scope, as Google nowadays is smart enough to ignore poor backlinks instead of penalising your website directly. However, since it seems a lot of spammy websites are suffering manual penalties all over the place, we believe it is time to bring back the disavow of backlinks if you do find backlinks that are now being deindexed by Google.
- Non-AI Content Writing: Google has explicitly said that AI content does not necessarily lead to a drop in keyword ranking. However, I’ve seen quite a lot of websites having a decrease in ranking, simply because the AI content is not delivering the same helpfulness as experienced, well-written articles. I advise you to seriously monitor content quality and not be lazy when writing your content.
- Monitoring Google Search Console (GSC): Given the inconsistency in Google’s communication about manual actions, I highlight the importance of regularly checking GSC for any penalties. We cannot rely solely on email notifications, as they may not always be sent.
- SERP Analysis: When your rankings drop, someone else must have taken your place. Have a look at what Google currently prefers on their first page. What kind of websites is Google ranking nowadays? Do they have a significant amount of helpful content? Are their link portfolios much cleaner? Are trustworthy websites using them as a backlink?
- Heading Structure Analysis: In extension of the above, are your competitors arranging their content in a much more organised manner? Are their headings providing a much clearer approach to the subject?
Like to learn more about well-crafted headlines for your ads?
We have a great blog post you can read to learn more fast!
Step 3: Analysing Technical Issues
Many marketers believe that the only reason to focus on a website’s technical details is to satisfy search engines. Nonetheless, making a website speedy, clear, and easy to use should be the main priority. Fortunately, establishing a strong technological foundation for your website usually leads to an improved user experience that is advantageous to search engines as well.
Internal Website Signals Impacting Google Indexing
Certain internal website setups may mistakenly instruct Google not to index a page or the entire site. Understanding and resolving these issues is critical for regaining your site’s presence in search results.
- No Index Tag: When applied to pages, this tag directs search engines not to index them.
- Disallow Command in Robots.txt: This command prevents search engines from indexing certain pages or portions of your site.
- Canonical Tag Issues: A canonical tag linking to another website might cause Google to prioritise the incorrect page for crawling.
- Pages added to Google Search Console’s temporary removal tool will be removed from search results for the time selected.
If your website isn’t appearing in search results, Google Search Console can be a powerful ally. It offers reports that help identify crawl and index errors hindering your site’s searchability. Once these issues are pinpointed, you can correct them by adjusting your website’s settings to grant Google appropriate access, which might involve removing specific code or tags. By doing so, you enable Google to crawl and index your pages effectively, ultimately boosting your website’s visibility in search results.
JavaScript Issues Leading to Google Ranking Drops
JavaScript can enhance user experience, but it can also pose challenges for Googlebot’s crawling and indexing.
JavaScript Internal Links
When crucial internal links are in JavaScript, Googlebot may struggle to crawl them, affecting the site’s internal link structure and SEO. In this case, I would recommend avoiding the use of JavaScript links entirely, as Google has repeatedly emphasised that it cannot crawl such links. Links must be within the codes to ensure Google follows the links.
JavaScript for Rendering Content
Essential content rendered through JavaScript might not be indexed effectively if Googlebot faces difficulties in processing it. For content rendering, I recommend using the Astro framework for building content-driven websites, because it is much faster, and Google can definitely pick up the content from this framework.
Blocking JavaScript Files
Conflicting code or disallowing JavaScript files in robots.txt can hinder Googlebot’s ability to properly render and understand your page. To resolve this, simply modify or remove the command in your robots.txt file. You can also test your robots.txt files in Google Search Console before implementing these changes.
Negative SEO Attacks
Negative SEO attacks can severely harm a website’s ranking and reputation. Let’s explore the three common forms of these attacks and the appropriate response strategies.
Spammy Link Building Attacks
Signs: A sudden influx of poor-quality and spammy links pointing to your website. These links often originate from malicious or irrelevant sites, possibly already penalised by Google. The anchor texts might include irrelevant or adult terms, or money-related keywords, falsely suggesting black-hat SEO tactics.
Discovery: Use third-party link audit tools such as Ahrefs or Semrush. Alternatively, GSC’s link report will show new links to your website, which might reveal suspicious-looking domains.
Response: Conduct a thorough audit of your link profile. Use the Disavow Tool to remove these harmful links. Ideally, try to get these links removed directly by contacting the webmasters of the linking sites.
Content scraping
Content scraping involves republishing stolen content from one website on another, which can diminish the original content’s value and hinder its ability to rank for relevant keywords.
Signs: A sudden drop in website traffic, duplicate content appearing on other websites, a decrease in website ranking for specific keywords, and alerts from Google Search Console about unnatural inbound links.
Discovery: Use website monitoring tools to track changes in content and backlinks. Schedule regular checks for duplicate content using plagiarism checkers. Analyse website traffic sources to identify suspicious spikes or drops.
Response: Analyse the websites hosting the scraped content to identify the type of content being stolen (e.g., articles, product descriptions). After identifying the scraper, contact them. A common approach is to send a cease-and-desist letter demanding the removal of the scraped content. Alternatively, you could offer the scraper an alternative solution, such as providing access to your content via an API.
In addition to contacting the scraper, you can implement technical measures to make scraping more difficult. A robots.txt file can be used to restrict access to specific folders or files on your website that you don’t want scraped. Header tags like “noindex” or “nofollow” can be added to specific pages to prevent search engines from indexing scraped content. Watermarking your content with a subtle logo or text can also be a deterrent. In severe cases, consulting with a lawyer to explore copyright infringement claims may be necessary.
Website Hacking
Signs: Your website gets hacked, leading to the creation of thousands of pages with nonsensical, spam, or foreign language content. These pages might include outbound links to malicious or adult sites.
Discovery: Use the ‘site:’ search in Google or check in Google Search Console (GSC) to spot these rogue pages.
Response: Engage a cybersecurity firm to remove these pages and secure your website, and use Google’s Temporary Removal Tool to remove these pages from search results.
Blocking pages with a robots.txt file to recover search rankings has inconsistent results. While some webmasters find it effective, others report that it hinders Googlebot’s ability to recognise page removal, thus prolonging the penalty.
Due to the varied outcomes, a test-and-observe approach is recommended. Monitor your site’s performance closely after implementing these measures to gauge their effectiveness in recovering your rankings.
Dealing with negative SEO requires a careful, strategic approach. Quick detection and prompt action are key to mitigating the impact of such attacks on your website’s SEO performance.
The ‘Honeymoon Effect’ in SEO
Freshly launched websites or newly published pages frequently undergo the ‘Honeymoon Effect’ in Google’s search rankings. A temporary visibility boost, while intriguing, can also be misleading for SEO professionals.
What Happens: Upon encountering new content, Google may strategically position it higher in search results. This initial boost is believed to serve as a data collection phase, allowing Google to gather user interaction metrics and assess the content’s relevance.
Subsequent Ranking Refinement: After the initial indexing, you may see these rankings undergo a downward adjustment, settling at a position that more accurately reflects the content’s inherent SEO value. This adjustment is perfectly normal; it signifies Google’s evolving understanding of the content’s placement within the broader search ecosystem.
Keep calm and do SEO: Don’t be surprised by this pattern with new content. It’s simply Google’s way of evaluating new information. By staying focused on core SEO principles, the thought “my Google ranking suddenly dropped” will never be a concern. This means creating top-notch content, prioritising a user-friendly experience, and building a strong backlink profile. These efforts will ultimately help your content land in its rightful ranking spot, beyond the honeymoon phase.
Case Study 1
Situation Overview
A prominent Hong Kong-based e-commerce website dropped dramatically in Google rankings after being targeted by negative SEO involving spammy backlinks. The issue surfaced when multiple blog posts, overly saturated with outbound links to the e-commerce site, were distributed across low-quality domains. These posts were populated with an overuse of exact-match keywords, terms in which the site was previously ranking well.
Issue Development
The e-commerce site experienced a surge in backlinks due to blog posts with excessively high link densities. These posts were quickly replicated across numerous low-authority websites. Googlebot interpreted this sudden influx of backlinks, combined with an unnatural distribution of anchor text heavily focused on commercial keywords, as a strong indicator of potentially manipulative and deceptive link-building tactics designed to artificially boost search rankings.
Google’s Reaction
In line with Google’s strict policies against manipulative link-building, the algorithm identified the site’s backlink profile as suspicious and imposed a ranking penalty. This punitive action led to a precipitous decline in the site’s positions for key search terms, which in turn caused a significant drop in organic traffic and potential revenue.
Analysis
The crux of the problem was the artificial backlink strategy, which was compounded by the involvement of low-quality Hong Kong-centric websites. These sites, known for copying content, magnified the e-commerce site’s SEO issues by creating a backlink profile that appeared to be the result of an orchestrated attempt to manipulate SERPs.
Resolution Steps
An exhaustive link audit was the first step, identifying all the damaging backlinks. The team then utilised the Disavow Tool provided by Google to reject links from these detrimental sources. Outreach was conducted to the administrators of the higher-quality sites that had shared the content, requesting link or content removal. Furthermore, the internal marketing team was briefed on the importance of diversifying anchor text and encouraged to engage in more sustainable link-building practices.
Outcome
After the implementation of these measures and a formal reconsideration request to Google, the e-commerce site began to see a gradual reinstatement of its previous rankings. The process was iterative, as the disavow file had to be updated regularly due to the persistent spread of the original content across new low-quality sites. Moving forward, the site placed a greater emphasis on following Google’s recommended practices for SEO, particularly regarding link acquisition and the distribution of its content.
Case Study 2
Situation Overview
A well-established Hong Kong travel website’s Google search rankings dropped dramatically after an algorithm update. The downturn was traced back to a series of guest blog posts that contained a high volume of backlinks with overly optimised anchor text. These anchors were exclusively focused on high-competition keywords related to Hong Kong travel and tourism.
Issue Development
Soon after these guest posts were published, they were duplicated on numerous low-quality content farms and aggregator sites. This rapid replication resulted in a sudden increase in backlinks, which Google’s algorithms quickly detected. The unusually high percentage of keyword-rich anchor text within these backlinks suggested to Google that the travel website might be engaging in manipulative link-building tactics.
Google’s Reaction
Google’s updated algorithm is designed to punish what it deems to be artificial link patterns and black-hat SEO techniques. Consequently, the travel website was hit with a ranking penalty. This demotion in search rankings resulted in a loss of online visibility, which is particularly crucial for the competitive travel industry.
Analysis
The travel website’s backlink profile, characterised by keyword-stuffed anchor text in guest blog posts and their subsequent duplication on questionable sites, caused the drop, revealing an attempt to manipulate Google rankings.
Resolution Steps
Our recovery strategy involved a thorough backlink audit to pinpoint and disavow problematic links. We also conducted outreach to have duplicate content removed or links stripped from reputable websites. Furthermore, we recommended that their marketing team diversify their content approach, moving away from guest blogging with high keyword densities to prioritise creating engaging, informative content that naturally attracts backlinks.
Outcome
Following the implementation of these remedial actions and a submission of a reconsideration request to Google, the travel website observed a gradual improvement in its search rankings. However, this recovery was ongoing and required continuous monitoring and updating of the disavow file due to the persistent spread of the backlink issue. The website is also committed to a long-term strategy centred around authentic SEO practices, with a renewed focus on creating user-centric content that naturally appeals to both users and search engines while preventing future drops.
Case Study 3
Situation Overview
A financial services website in Hong Kong suffered a sudden drop in Google rankings, attributed to a wave of negative SEO attacks. The problem started when multiple articles featuring high-density keyword links to the website were published on various low-quality financial forums and pseudo-news websites.
Issue Development
These articles, laden with aggressive anchor text using specific financial terms, were swiftly replicated across a network of spammy sites. The rapid proliferation of these links, coupled with their over-optimised anchor text, caught Googlebot’s attention. The pattern resembled tactics commonly seen in black hat SEO, such as link schemes designed to manipulate page rank.
Google’s Reaction
In response to what appeared to be a contrived backlink strategy, Google’s algorithmic filters penalised the financial services website. This penalty led to a demotion in the website’s search rankings for key financial terms, significantly reducing its online visibility and undermining its credibility in a highly competitive market.
Analysis
The website’s backlink profile was identified as the core problem. This was largely due to an unnatural and sudden increase in keyword-stuffed articles disseminated across platforms deemed untrustworthy by Google, suggesting an attempt to manipulate search rankings.
Resolution Steps
The remediation process began with a meticulous link audit to identify all the negative backlinks. We then submitted these links to Google’s Disavow Tool to sever the association with the harmful sites. Outreach was initiated to request content removal from the more cooperative sites that had shared the articles. The website’s internal content strategy was overhauled to prioritise organic link-building and to avoid practices that could result in a similar predicament in the future.
Outcome
Following the implementation of a disavow file and a reconsideration request to Google, the drop in ranking stopped, and the financial services website gradually regained its rankings. This required ongoing effort, as new instances of copied content on spammy sites necessitated continuous updates to the disavow list. Concurrently, the website adopted a stronger SEO strategy, emphasising the creation of high-quality content and the acquisition of legitimate backlinks to adhere to Google’s guidelines and prevent future ranking fluctuations.
Case Study 4
Situation Overview
A Hong Kong education portal, renowned for its university and career resources, experienced an abrupt drop in Google search rankings. The decline was traced to a batch of articles with an unnatural number of backlinks pointing to the portal. These articles, hosted on various low-tier educational blogs, were stuffed with academic and career-related keywords as anchor text.
Issue Development
The proliferation of problematic articles across numerous copycat sites and link farms led to a surge of low-quality backlinks to the education portal. This influx, combined with a high volume of repetitive, keyword-rich anchor text, was detected by Google’s web crawlers and flagged as potential manipulative link-building.
Google’s Reaction
In accordance with its sophisticated algorithm designed to maintain the integrity of search results, Google imposed a ranking penalty on the education portal. The penalty resulted in a demotion in search visibility for numerous education-related keywords, which was detrimental to the portal’s traffic and its role as an educational resource.
Analysis
The sudden aggregation of keyword-dense backlinks from dubious sources led to the portal’s backlink profile appearing artificially inflated, a red flag for Google’s anti-spam measures. The concentration of links from low-authority sites further compounded the issue, signalling a breach of Google’s Webmaster Guidelines.
Resolution Steps
To address the penalty, we embarked on a comprehensive backlink audit to identify and list the negative backlinks. Through Google’s Disavow Tool, the team disavowed the links from the identified domains. Concurrently, they conducted outreach to the owners of the more reputable sites that had replicated the content, requesting link removal or nofollow attributes on the backlinks. The portal also revised its content strategy to focus on generating high-quality, informative content that would attract natural backlinks.
Outcome
Following the submission of a disavow file and a reconsideration request to Google, the education portal began to see a progressive restoration of its prior search rankings. This recovery was an ongoing effort, with regular updates to the disavow file as new problematic backlinks were identified. The portal also intensified its commitment to ethical SEO practices, ensuring future content and backlink strategies were in strict alignment with Google’s best practice recommendations, thereby safeguarding the site from similar issues moving forward.
Final Thoughts
Navigating the complexities of Google ranking drops can be a daunting task, even for the most seasoned webmasters and marketers. Each case study we’ve explored underscores the multifaceted nature of SEO and the need for a strategic, well-informed approach to tackle these challenges.
The value of engaging an experienced SEO professional in such situations cannot be overstated. An expert in the field can efficiently diagnose the root cause of a ranking drop and implement effective strategies to not only recover lost rankings but also to bolster your site’s overall SEO health. This expertise is particularly crucial when dealing with intricate issues like Google algorithm updates, negative SEO attacks, or technical anomalies.
At First Page, we pride ourselves on our team of seasoned SEO agency specialists who bring a wealth of experience and a track record of success. Our professionals are equipped with the latest tools and insights, ready to address any SEO challenge head-on. Whether your business’s Google ranking dropped overnight or you’re looking to secure a long-term SEO strategy, our team is adept at crafting tailored solutions that align with your unique business goals.
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