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Google's Danny Sullivan provided SEO diagnosis tips to a website owner who experienced a traffic drop, advising that ranking volatility is expected as algorithms evolve.
Google’s Search Liaison, Danny Sullivan, recently offered guidance on how to diagnose ranking declines.
Sullivan provided the advice on X (formerly Twitter) to Wesley Copeland, owner of a gaming news website, who sought help after seeing a significant drop in traffic from Google searches.
According to Copeland’s post, he’s been struggling to understand why his website’s status as the go-to source for Steam Deck guides has changed. He stated:
“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.”
Sullivan recommended several steps to diagnose and address potential issues with the website’s performance:
“If you’re still ranking in the top results, there’s probably nothing fundamental you have to correct,” Sullivan assured.
He elaborated that changes in traffic could be due to Google’s systems finding other content that could be deemed more useful at the time.
I would suggest:
1) Go to Search Console, select Search Results from Performance
2) Date range, Compare last six months to previous period
3) Sort the Queries report by Clicks Difference
4) Look at some of the top queries where clicks dropped the most
5) See if you're still in…
— Google SearchLiaison (@searchliaison) February 14, 2024

Sullivan’s advice highlights the importance for SEO professionals to regularly analyze performance using tools like Google Search Console. His recommended approach can provide insights into traffic changes and identify areas to potentially optimize.
High search rankings require aligning with Google’s evolving ranking criteria. Google continually improves its algorithms to deliver the most relevant content to users. Therefore, search ranking fluctuations are expected.
Copeland’s experience demonstrates the volatile nature of SEO, demonstrating that even well-established websites can be impacted by changes to Google’s ranking priorities.
Sullivan’s final words offer a mix of assurance and the reality 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 conversation between Copeland and Sullivan is a lesson in staying vigilant and responsive to the ever-evolving demands of Google’s algorithms.
Featured Image: Who is Danny/Shutterstock
Matt G. Southern, Senior News Writer, has been with Search Engine Journal since 2013. With a bachelor’s degree in communications, ...
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