What to Do When Your Rankings Drop in Google and How to Fix it

So your google ranking DROPPED (other search engines are available) 

So your Google rankings are dropping faster than Game of Thrones characters are killed off and you have absolutely no idea why. By now, you're probably unsure whether you should cry or put your head through your computer screen. Don't panic! Unless something has seriously gone pear shaped this can usually be fixed. 

Here we share with you some of the most common issues that we've seen and been hired to fix. So as usual, let’s not muck around, I’m sure if you’re reading this article, time may be of the essence. 

Okay, let’s get into it.

Diagnosing the cause

The first thing you’ll should do is try to “diagnose” the cause. This isn’t always easy, but it’s something you should always investigate FIRST, before you do anything. You don’t want to be guessing. You’ll want to have a pretty good idea of what might be causing the problem, before you start pulling your site apart. Don’t just make assumptions, because if you’re taking action, and you don’t know what the problem is, you could be making shit a lot worse.

I’m now going to touch on some of the most common reasons your rankings and traffic might be falling off a cliff, along with how to diagnose and potentially correct the problem.

1. Robots.txt

Your robots.txt file is used primarily as a way of controlling search crawler access to your site. I don’t have time to go into detail about how robots.txt works in this article, but you can check it out over here. Now when it comes to robots.txt affecting your rankings, its usually pretty straight forward. Often site owners make settings changes and accidentally mess with the robots.txt file unknowingly. This can be the case when working with WordPress. Site owners may also block access during an upgrade or site redesign, and forget to unblock afterwards. If you’ve blocked Google from accessing your site, either in part or full, then your rankings are going to disappear pretty damn fast.

How to diagnose and fix  

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Robots Txt Results Drop

2. Hacked site

On a few rare occasions, I’ve dealt with hacked sites, that start rewriting URLs and meta description tags, which show up in the SERPS. This results in your CTR being affected immediately, and of course, screws up your onpage pretty bad. Infact, a hacked site can result in all sorts of nasties going on, which can hurt your rankings. Often your rankings will tank pretty quickly, so I would advise that you get on top of it fast. 

If your site has been hacked, it should be pretty obvious. If you’re unsure, or you know for certain your site has been hacked, I highly recommend getting in touch. (Shameless Plug Coming) We offer protective services to ensure your site remains secure once fixed and backup your system so you're never at risk of losing a thing!

 Always make sure you keep your site secure – update plugins etc if you’re using WordPress and install the latest versions of the software. Use a strong password too.

3. Mobile responsiveness

Google has been going on about this for years now. Your site MUST be mobile friendly. This really goes without saying. People are trying to view your content on their phones, tablets, and god knows what else – and if you’re site isn’t responsive, then you’re going to lose out big time. Not just rankings, but sales and customer enquiries also, because users will bail out from your site and find one that they can actually read on their mobile. 


Look, there’s a shit load of tools you can use online to see whether or not your site is responsive. One that we really like is Screenfly by Quicktools. It allows you to enter in your URL and check to see how your website looks on a variety of devices. Pretty cool. Of course it makes sense to pick up your phone and look at your site on that, too. In order to fix this, you’ve GOT to fix your site and make it responsive. I can help with that if you like. Give me a call.

4. Competition is kicking your ass

It’s funny to note just how many site owners abandon SEO completely once they’ve hit first page for a lot of their target terms. They'll hit first page, say thank you, then do absolutely nothing for 2 years, then wonder why competition is outranking them. This is why – SEO is continuous. You don’t just “stop” doing SEO. That’s like spending 12 months in the gym, getting yourself into shape, looking in the mirror and saying “Yep, I look pretty good now, think I’m done”, then heading home for a pizza. Chances are you’re not losing rankings, but your competitors are gaining them. Because they’re investing heavily into kicking your ass.


Well there’s really no need to diagnose anything here, it should be pretty obvious. Lift your game and at the very least, start publishing HIGH END quality content. Alternatively, you can reach out to me, and we’ll kick their asses together.

5. Lost or broken links

Let’s talk about lost backlinks first. This can happen for any number of reasons – 

  • Site owners no longer want to link to you because your content is outdated or low quality compared to others 
  • Websites linking in have had pages removed 
  • The website has been taken down, or they’ve undergone a major upgrade
  •  Or just because 

There’s really no real way of knowing for sure. You need to be mindful that the web is dynamic, its ever changing.

Lets now talk about broken backlinks.  Broken backlinks can happen for any number of reasons also – 

  • You’ve changed your domain name and not updated your links 
  • You’ve updated your website and removed pages with inbound links 
  • Another site owner links to a URL but screws up the link and a whole bunch of other reasons


The process for finding lost or broken backlinks is very similar. We can simply fire up Ahrefs and run a search against our site to see what the hell is going on. Infact Ahrefs helps us find both broken and lost links, which makes it real easy. Simply enter in your URL and click on either Lost or Broken backlinks.

Ahrefs will then spit out a listing of all the links that need attention.  


We can then take a look through our list and determine what course of action to take. To fix this problem you may have to –

  • Set redirects to capture lost link equity pointing to redundant pages 
  • Perform outreach and ask site owners to update/fix their links 
  • Fix/update your backlinks 

In any case, you’ll want to regain as much link equity as possible. So it makes sense to fix up any lost or broken links as best you can. This should see your rankings stabilize or improve.

6. Technical issues

Technical issues such as poor hosting, network outages, server downtime, or slow connectivity can all cause havoc on your sites rankings. If Google is constantly abandoning attempted crawls on your site, over time, your positioning will suffer. Google understands that servers go down, so there’s no need to concern yourself about a short outage, but certainly, if your site is constantly going offline, or it’s incredibly slow due to poor hosting, then I would strongly recommend changing hosts. Infact, I’ve changed hosts for numerous clients as part of my recommendation for their SEO campaign and seen almost instant improvements.


Whilst it can be difficult to identify a technical problem, it should be pretty obvious if your site is going down every 5 minutes. There’s a great online tool you can use here to see if your sites up or down. Always check to make sure the problem is with your host, and not your internet connection before you pick up the phone and blast their support team. Also, don’t use $9 a month hosting – seriously. It’s just not worth it. 

Believe it or not, I’ve worked with clients doing over a quarter of a million dollars a month who use cheap hosting, and they wonder why their email is down every 5 minutes. Use decent hosting. I've been online since 1997 and I highly recommend Namecheap. They are by far the best hosting company I know of and we're not paid for saying it! (Unfortunately)

7. Your site speed sucks

This kind of touches on the above point about technical issues, but it’s still worth mentioning. Site speed can be related to poor hosting yes, but it can also be related to – 

  • Crappy code Overloaded plugins 
  • Outdated software 
  • Huge images 
  • Resource heavy features – videos, animated gifs, sliders etc 

Ever installed a program and suddenly your computer feels like it'll take years to do anything? The same principle goes for websites. If you add too much resource heavy features without the hardware (hosting) to back it up, you're going to end up going slow...really slow.

Again, site speed might be related to lousy hosting. You’ll need to know your site is tip top, before you consider shifting to a decent host if this is the case, but remember – using quality hosting with a shit site is pointless. Both need to be tip top. A clean, efficient site, on a server that kicks ass.


The first thing you’ll want to do is use some common sense. Take a look over your site and ask yourself, “Is there any nonsense on this site that I could get rid of that would help improve my site speed?”

Chances are you could probably get rid of that useless popup, or that slider, or the dancing chicken on the homepage that takes 12 minutes to load. Do that first, then head over to Google insights and perform a site speed test. Simply enter in your URL and click on Analyze. Google will then scan your site and give you a rating out of 100.

8. Bad backlinks

There’s no quicker way to destroy your rankings, than to start slamming it with bad backlinks. Whether you’re building them yourself, or you’re paying $99 a month for shitty SEO, crappy links will not only ruin your rankings, but will totally destroy any chance you’ll have of ever ranking that site again. 


Because if the links are toxic enough, and there’s enough of them, the damage becomes irreversible and you’ll be left with no choice but to dump the domain and start over.


The first thing you’ll want to check is Ahrefs. Log into Ahrefs and check your link profile. Look for an influx of bad links pointing at your site. 

You’ll want to ask yourself – 

  • Are these links relevant? 
  • Are these links coming from quality sites? 
  • Do these links look spammy? 
  • Where are these links coming from? 
  • Why are they appearing? 
If you view your link profile, and its full of rubbish, then chances are you’ve got some cleaning up to do. I would advise you consider doing the following-

  • Reach out to site owners and ask them to remove the link 
  • Disavow any bad links that you can’t remove manually 


When it comes to rectifying a loss in traffic or rankings, it’s incredibly important that you take your time to diagnose the cause BEFORE you take action. In other words, think twice and act once. 

Far too often I see site owners become totally panicked, and they’ll start pulling shit apart before they even know what the problem is. They’ll change sitemaps, change pages, change meta tag information, swap hosts and literally hope and pray that things get better. 

When you do this, you’re just going to potentially make things worse. Until you are pretty sure what the cause is, you’re better off doing nothing. And when you DO start taking corrective action, do it SLOWLY, and incrementally. Keeping notations within Google Analytics as you go. 

This way, if things get worse, you have a point of reference, rather than asking yourself afterwards “Oh no, things have gotten worse, what did we change?” So what do you think? Have you been in this position before? Perhaps you’re in this position right now. 

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