Has your website traffic dropped suddenly? Here’s what might be happening — and how to fix it

If your website traffic has taken an unexpected nosedive recently, you’re not alone. One of the biggest culprits behind sudden traffic drops is a change in Google’s search algorithm. These updates can feel like a moving target, but understanding what’s happening and how to respond can save your SEO rankings — and your business.

What’s going on with the Google’s algorithm?

Google’s algorithm is a highly sophisticated formula that determines which pages rank highest in search results. It analyses hundreds of factors, from keyword relevance and site speed to backlinks and user experience signals.

And here’s the catch: Google updates this algorithm constantly. Some tweaks are small and barely noticeable; others are major changes that can shake up the search results overnight.

Why does Google update its algorithm?

Google’s mission is to deliver what they consider to be the best, most relevant results for users. With this in mind, updates are designed to:

• Improve search quality by weeding out spammy or low-value content
• Reward websites that offer great user experiences and valuable content
• Adapt to new technologies like voice search and mobile browsing
• Address evolving user behaviour and expectations

When these updates roll out, websites that don’t meet the new standards can lose ranking positions — sometimes suddenly and significantly.

How do these updates affect your website?

You might see any or all of the following after an update:

• Search rankings drop: Your site might slip from page one to page three or beyond for key search terms, drastically reducing organic traffic.
• Less visibility: Reduced rankings mean fewer clicks. If your pages aren’t visible to searchers, traffic declines, fast.
• Lower revenue: For e-commerce or lead-generation sites, less traffic often equals fewer sales or enquiries — hitting your bottom line hard.

Real-world example

A retail client of ours saw a 30% drop in organic traffic right after a core Google update. Their product pages had thin content and slow load times — issues that the update targeted. After identifying these problems, we refreshed content and optimised their site speed, restoring traffic to previous levels within three months.

What should you do when Google updates its algorithm?

Here’s where the good news comes in: You can recover and even thrive post-update. But it takes a strategic, proactive approach.

1. Regular website audits —  catch issues early

Use tools like Google Search Console, SEMrush, or Ahrefs to audit your website regularly. Look for:

• Crawl errors and broken links
• Slow loading pages (ideally under 3 seconds)
• Duplicate or thin content
• Mobile usability issues
• Security problems (like missing HTTPS)

Identifying these issues early helps you fix them before they impact rankings.

2. Data-driven optimisation — work smarter, not harder

Don’t guess what’s working — track it. Use analytical tools to monitor:

• Keyword rankings over time
• User engagement metrics like bounce rate and session duration
• Conversion rates from organic traffic

Then optimise your content and technical SEO based on real data. For example, if a blog post ranks on page two for a key term but has a high bounce rate, consider improving content quality or adding internal links to boost relevance and user experience.

3. Build long-term, sustainable SEO strategies

SEO isn’t a quick fix. It’s about building authority and trust over time:

• Create high-quality, in-depth content that genuinely helps your audience
• Build reputable backlinks from authoritative sites
• Ensure your site’s technical SEO is solid (fast loading, mobile-friendly, secure)
• Focus on user experience — easy navigation, clear calls to action, and engaging design

Case study

Another of our clients in the B2B space consistently published comprehensive guides and case studies relevant to their industry. Despite several Google updates, their traffic steadily grew because their content was authoritative and aligned with what users searched for.

Why partner with Team Marketing?

Navigating Google’s updates can feel overwhelming, but you don’t have to do it alone. At Team Marketing, we:

• Monitor every major and minor Google update
• Analyse what changes mean for your specific site, industry and audience
• Proactively adjust your SEO strategy before issues arise
• Focus on long-term growth and stability — not just short-term ranking spikes

Our data-driven approach ensures your site stays visible, competitive, and ready for whatever Google throws next.

Ready to future-proof your website?

Don’t let an algorithm update catch you off guard and threaten your online success. Reach out to Team Marketing today and let us help you create a resilient SEO strategy designed for today’s search landscape — and tomorrows.