Every experienced SEO consultant must have faced the nightmarish situation when a website drops down drastically in Google search results. You feverishly hope the client doesn't get to know about this before the site regains the position. Frantic phone calls and emails from panicky client and demanding an explanation are expected. So what to do when such catastrophe happens?
• Don't Worry: Though, it's natural to panic and immediately think of firefighting strategies, I will advise you to hold your horses for few days. In my experience, most of the drastic falls in search rankings have been temporary lasting from 1 day to at most a week. Never make the mistake of making drastic changes in your website. You should wait for the dust to settle. If the results seem to be long term, then you need to think of the steps to salvage the rankings but not yet.
• Identify the Problem: Once you have established that the ranking is here to stay, then identify the problem. Once when this happened to my client's site, the problem was the website was down for a week. Another common problem is that many SEO consultants adopt black hat techniques to boost their site rankings artificially. If that's the case then fix your site ASAP. Remove any black hat techniques used on your site. Request Google for site reconsideration. Cross your fingers that Google heeds to your request and your site gets reinstated. Though, there is no fixed timeline for this to happen, it's better to get this step done as soon as possible.
• Diversify your back links: Very often Google algorithms change and with that many link building techniques get devalued. If you have been dependent on just one type of back links then it's better to diversify and acquire links from other sources also.
• Increase your traffic sources: Many people often just rely on Google for their traffic, neglecting other search engines like Bing and other avenues. Though, Google will be the largest contributor to your traffic, it's advisable to build up your rankings in other search engines since one never can predict a dip in traffic from Google due to a drop in search rank.
A drop in Google search ranks even for a limited period of time can potentially mean great loss of revenue. Though, we cannot avoid it every time, what a SEO consultant can do is be aware of all latest news regarding SEO & Google and always be on right of Google's guidelines for webmasters and focus on both short and long tail keywords.
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