It can be a gut-wrenching moment to find that your keywords have either dropped by a number of places, or fallen off entirely. It may also be that organic traffic to your website has taken a massive hit. The important thing to remember is that this is part of SEO, and there are a number of reasons as to why results tend to fluctuate. So, why have your results suddenly dropped?
There are a wide number of reasons as to why SEO results may have dropped suddenly, including but not limited to:
Keep reading to find out more about how SEO results can drop suddenly, and what steps you can take to identify the issue causing drops.
The first step to diagnosing the cause of a drop in rankings is to first verify that there is in fact a problem. You can do this by using a number of tools such as Google Analytics, Google Search Console and others to check that organic traffic and keyword rankings have actually dropped.
It will then be vital to evaluate the extent of the drop in results and, if there are multiple drops, try to identify a pattern. Below are some of the common reasons as to why SEO results tend to drop.
Find out more about what can cause drops in organic traffic by reading our detailed blog.
One of the more common reasons for a drop in results often comes after Google updates their algorithm. It is important that if there has been a drop in results, try to match this drop with a recent algorithm update.
Google is also constantly reviewing and updating the layout of the SERP (Search Engine Results Page). The addition of new features such as the new ‘AI Overview’ box can push your rankings down.
Find out more about Google’s Core Algorithm Updates and how they can affect search volatility in our detailed blog.
Technical SEO can also have a major impact on website rankings. For example, it is vital that search engines are able to crawl and index every URL on your website in a logical way. Some of the top technical factors to check are:
If there have been changes made to any of these factors, it could have a major impact on SEO results.
Another common mistake is to block all traffic from bots, or traffic that originates in the US. This would prevent the Googlebot from crawling and indexing your website. A way to test this is to use a VPN to set your location to somewhere in the US and try to browse the website as a Googlebot.
Find out more about crawling and indexing in our detailed blog.
Backlinks are one of the most important Google ranking factors. If your website has recently lost a number of backlinks, this could result in a drop for SEO results. It is often tempting to move through your website’s backlink profile, disavowing any backlinks that seem too spammy. However, this can actually have a negative impact on your SEO performance. Unless there is clear malicious intent behind backlinks, you will not usually be given a penalty by Google.
Find out more about backlinks and why they are important in our detailed blog.
To diagnose what may have caused the drop in rankings, try to analyse recent website changes that may have been implemented. Changes in content, especially title tags, can significantly influence SEO rankings. Other factors that can influence SEO performance include a website migration, optimised/reworked content, or implementing a responsive design. Whenever a website is redesigned, the link structure is often affected. As this affects the way that search engines crawl and index your website, this can also have a major effect on results.
A common fear for SEO professionals when they notice a drop in results is that they have received a manual action from Google. The most extreme manual action that Google can award is having entire websites de-indexed, however this generally only happens to websites that are offering no value to users and are clearly spam. A quick way to check if you have received any manual actions is by reviewing your website in Google Search Console and navigating to the ‘Manual Actions’ tab.
A SERP is highly competitive by its nature, as countless websites are battling to reach higher rankings. Your competitors will be, like you, considering all the possible ways to reach that number one spot. If a gap of any kind opens up, your competition will likely take advantage of your drop in results to overtake your website. If you are noticing a drop in results, it is worth completing a competitor review to review the websites that are overtaking you.
A competitor review looks at the following:
Find out more about how to conduct competitor research in our detailed blog.
While it is highly unlikely that your website has been hacked, it is nevertheless a good idea to make sure that there are no security actions to be taken to protect your site. To check this, navigate to the ‘Security & Manual Actions’ section of Google Search Console, and select the ‘Security Issues’ tab to identify any potential security risks.
One step that is often overlooked following a drop in results is to take a look at the bigger picture. How has the search volume changed for your targeted queries? Are people still searching for your topics? Consider how user behaviour and search intent may have changed recently, and account for this when attempting to determine why keywords or traffic may have taken a hit.
Find out more about search intent by reading our detailed blog.
If you are still unable to find the reason for the drops in ranking, it may be time to consider enlisting the services of a professional SEO agency like Wildcat Digital. Our expert SEO team can identify gaps in your website’s performance to help you outrank your competition. Contact a member of our team today to find out more.
SEO Executive
Founder
Our founder, Will Hitchmough, worked at a number of high profile Sheffield Digital Agencies before founding Wildcat Digital in 2018. He brings an extensive knowledge of all things related to SEO, PPC and Paid Social, as well as an expert knowledge of digital strategy.
Digital Marketing can be a minefield for many businesses, with many agencies ready to take your money without knowing how to deliver results. I founded Wildcat Digital to deliver digital success to businesses with smaller budgets in a transparent way.
Content Strategist Team Lead
With a degree in Marketing and a background in more traditional, offline marketing, Chloe joined Wildcat in 2021 after deciding to move into the digital marketing industry. She joined us as a Content Specialist and quickly moved up the ranks, becoming a Content Strategist and later an SEO Team Leader.
Outside of work, Chloe is an avid creative. If she’s not knitting, you’ll likely find her behind a sewing machine or in the kitchen trying (and often failing!) to make sourdough.
SEO Account Director
Paul has a strong background in SEO, having previously founded and ran a successful eCommerce business, as well as running a personal blog that achieves an average of 17K users per month. Paul’s knowledge of SEO is extensive, with a strong emphasis on client handling and technical SEO.
Outside of work, Paul enjoys spending time with his family and staying active with weight lifting and combat sports.
Head of Operations
Nadea joined Wildcat in 2021 and has since overhauled the way we work. She has a background in various administrative, operations and HR roles, which gave her the experience and skills needed to lead and organise a growing business.
Outside of work, Nadea loves anything that keeps her active, but she especially enjoys hiking, camping and mountain biking.
Senior SEO Account Manager
With a background in sales, Molly is a natural Account Manager, brilliantly handling any issues that come her way. Having joined us as a Digital Marketing Executive, and working part-time through her final year of University, Molly is a shining example of how hard work pays off. She is now an SEO Account Manager with a particular interest in Content and Client Management.
In her spare time, Molly loves to get out in nature, hiking and exploring the Peak District. She also loves cooking and likes to unwind with a bit of yoga.
PPC Team Leader
Libby joined Wildcat in 2021 as our first PPC hire. With a degree in Digital Media Production, a Master’s in Digital Media Management and previous experience in Social Media Management, Libby hit the ground running and has since climbed the ranks to Senior PPC Account Manager and has a particular interest in the eCommerce sector.
Outside of work, Libby likes gaming, and cooking and likes to keep active by lifting weights.
SEO Account Manager
Jasmine joined Wildcat in 2022 with a strong background in SEO and Account Management. At the time, she was finishing up a Level 4 Apprenticeship in Digital Marketing from the Chartered Institute of Marketing, and has since worked her way up to SEO Account Manager. Jasmine excels at content writing and promotion, and particularly enjoys finding creative ways to join the dots on multi-channel campaigns.
In her spare time, Jasmine volunteers at a charity, helping combat loneliness & social isolation experienced by older neighbours. Outside of Wildcat, she owns a catering company, Savery Grazing, creating delicious grazing tables & platters for a range of events. She also loves skiing and exploring the Peak District.
Senior PPC Executive
Prior to joining Wildcat, Braden founded and ran his own Social Media Management agency where he gained valuable skills in growing brands’ online presence, which has since proven invaluable in his role at Wildcat.
Outside of work, Braden is a big football fan, regularly travelling to Pride Park to support Derby County. He also enjoys watching and playing snooker, hiking in the Peak District, and attending air and car shows.
Senior SEO Executive
After spending ten years managing businesses, restaurants, cafes and event spaces across Sheffield, Jon decided to change careers and joined Wildcat as an SEO Executive in 2022. He especially enjoys the client management side of the job, helping them to understand digital marketing and ways in which they can build their business’s presence online.
Outside of work, Jon likes to keep fit with running, badminton and football, and also loves music.
Senior SEO Executive
Rachel joined us as a graduate, having recently graduated from Sheffield University with a degree in English Literature. Since joining, Rachel has proven herself to be a Content Queen, and particularly enjoys getting stuck into projects that allow her to explore her creative side.
Outside of work, Rachel enjoys a wide range of hobbies, including rugby, singing, reading, and spending time with her family and three labradors.
Team Lead & Technical SEO Account Manager
With a degree in Computer Science and SEO experience dating back to 2017, Dariusz has a wide range of SEO skills and knowledge. His specialist knowledge of Technical SEO has firmly landed him the title of Wildcat’s Technical Wizard, and he has recently taken on the responsibility of Team Leader for the Panthers Team.
In his spare time, Dariusz loves hiking, experimenting and trying new coffees and loves learning new things. He is currently learning more about CRO and AI and how this could benefit our clients.
Senior SEO Account Manager
With a degree in Film and TV production, and a varied career history, Jamie made the move to marketing with a Masters degree in Digital Media Management. He has since worked in SEO at Agencies across Sheffield, before joining Wildcat and working his way up to SEO Account Manager. Jamie has a particular interest in backlinks and Digital PR and has recently gained a client a valuable backlink from Forbes!
In his spare time, Jamie is an avid foodie and loves trying new restaurants and cuisines. He also loves to travel and spent a year travelling to Australia after university.
SEO Executive
Andy joined Wildcat in 2023 after starting his digital marketing career in-house for a local Sheffield company. Since joining, he has developed a strong interest in Technical SEO and has strong skills in Account Management.
Outside of work, Andy loves music and plays in a couple of bands. He also enjoys rock climbing, cycling, photography and good food.
Client Success Coordinator
Siena joined us in 2023 with a background in sales and digital marketing. She leads on client relationships across the company, ensuring that our customers are happy throughout their journey with us, from their initial consultation through to onboarding and beyond.
Outside of work, Siena enjoys travelling and getting stuck into the local culture. She likes to make the most of her experiences and particularly enjoys watching sunrises and sunsets from beautiful locations around the world.
Senior SEO Executive
Thea has a wealth of experience in SEO, having previously worked for other Digital Marketing Agencies in Sheffield. She has a particular interest and skills in Technical SEO, but is more than willing to get stuck in and give anything a go.
Outside of work, Thea spends most of her time with her children, but also loves reading, photography and gardening.
PPC Executive
Before joining Wildcat, Tom worked across different industries, building skills in sales and customer service. He later developed a passion for digital marketing whilst working on personal marketing projects and freelance ventures, and gained numerous certifications in PPC and Social Media.
Outside of work, Tom enjoys staying active by going to the gym and hiking. He also loves travelling and motorbiking.
Head of Growth
Rich joined us in May 2024 to head up our growth team. With years of experience helping other agencies to grow, Rich joins us at an exciting time as Wildcat is working on a five-year plan to become one of the biggest agencies in the UK.
Outside of work, Rich is a father to three children, which keeps him very busy! He’s also recently started running again to keep fit and loves a bit of DIY.
SEO Executive
Kezia joined us in July 2024 after completing a CIM Certificate in Digital Marketing and gaining experience in Content SEO at another Sheffield agency.
In her spare time, Kezia loves to get outdoors, bouldering, hiking and travelling.
SEO Executive
Amy joined Wildcat in 2024 with a background in journalism, having worked as a News Editor and Editor-in-Chief at The Sheffield Tab. She is naturally interested in Content SEO and research, so will no doubt prove to be a content power-house.
In her spare time, Amy loves watching crime shows, listening to music and hanging out with her dog, Eddie!
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