Quick Answers
Why do Google rankings drop?
Ranking drops can happen due to algorithm updates, technical issues, content changes, competitor improvements, seasonal trends, or tracking fluctuations.
Are ranking drops always bad?
No. Many ranking drops are temporary or expected. Not every dip means something is wrong.
What should you do when rankings drop?
Pause, assess data, check technical health, review recent changes, and look at traffic and conversions—not just keyword positions.
Why is panicking about SEO dangerous?
Panic leads to rushed changes, bad decisions, and unnecessary overhauls that often cause more damage than the original drop.
Why I’m Writing This (Because I See Panic Weekly)
I’m Jen Ruhman, owner of Jen Ruhman SEO, a San Diego SEO company, and I want to start with something honest:
Ranking drops are normal. Panic is not helpful.
I get calls that sound like this all the time:
“Jen, our keyword dropped from position 3 to 6—are we doomed?”
“We lost two rankings overnight—should we change everything?”
“Google hates us now, right?”
Most of the time?
Nothing is actually wrong.
In this article, I’ll explain why ranking drops happen, which ones matter, which ones don’t—and why panic is one of the fastest ways to turn a small SEO issue into a big one.
First: Rankings Are Not the Same as Results
Before we go any further, we need to reset expectations.
Rankings Are a Signal — Not the Goal
As an SEO expert in San Diego, I care far more about:
Organic traffic
Qualified leads
Calls, form fills, and sales
Visibility across multiple keywords
A single keyword moving up or down a few positions does not equal success or failure.
A Real Example
I once had a San Diego service business panic because their “main keyword” dropped from #2 to #5.
What they missed?
Overall traffic was up
Calls increased
They were ranking for more keywords than ever
The business was growing—but fear nearly caused them to undo progress.
Common Reasons Ranking Drops Happen (That Aren’t Emergencies)
Let’s break this down calmly and clearly.
Reason #1: Google Algorithm Updates (Yes, Even the Small Ones)
Google Updates Constantly
Google makes thousands of changes per year. Most are minor. Some are larger.
Not every update:
Targets your site
Is negative
Requires action
What I Look For
When rankings drop, I check:
Was there a confirmed update?
Did traffic drop or just rankings?
Did competitors change too?
If traffic is stable, I often do nothing.
Reason #2: Normal Ranking Volatility
Rankings Move. That’s Normal.
Google testing includes:
Rotating results
Testing user behavior
Adjusting SERP layouts
A keyword bouncing between positions 3–7 is normal, especially in competitive markets like San Diego.
Panic Response That Hurts
I’ve seen businesses:
Rewrite pages unnecessarily
Change URLs
Remove content
Switch SEO agencies mid-strategy
That chaos creates real problems.
Reason #3: Competitors Improved Their SEO
SEO Is Not Static
Your rankings don’t exist in a vacuum.
If a competitor:
Publishes better content
Improves site speed
Earns strong backlinks
Optimizes local SEO better
…you may temporarily drop.
That’s not failure—that’s competition.
Reason #4: Seasonal Search Behavior
Search Demand Changes
Some industries naturally fluctuate:
Real estate
Home services
Fitness
Health
Travel
A dip in rankings might actually be a dip in search volume, not performance.
San Diego Example
In San Diego, I often see:
Fitness spikes in January
Home services spike before summer
Tourism-driven searches fluctuate seasonally
Context matters.
Reason #5: Technical SEO Issues (This One Can Matter)
Now, this is where drops can be serious.
Common Technical Causes
Pages accidentally noindexed
Site speed issues
Server downtime
Broken internal links
CMS updates gone wrong
Why Panic Makes This Worse
I’ve seen businesses panic and:
Push rushed fixes
Roll back changes blindly
Break tracking entirely
Calm audits fix issues faster than frantic changes.
Reason #6: Content Changes (Even Small Ones)
Content Updates Can Trigger Re-Evaluation
Changing:
Headlines
Page structure
Internal links
Keyword targeting
…can cause temporary ranking shifts.
That doesn’t mean the change was bad. Google often needs time to reassess.
Reason #7: SERP Changes (Not You)
Sometimes Google Changes the Page — Not Your Ranking
New SERP features can push organic results down:
AI Overviews
Local packs
Featured snippets
Video carousels
Your ranking might be the same—but visibility changes.
This is why I track more than just “position.”
Why Panic Is the Real SEO Killer
Here’s the part most agencies don’t explain well.
Panic Leads to Bad Decisions
When businesses panic, they:
Scrap working strategies
Over-optimize content
Chase random keywords
Demand constant changes
Lose long-term momentum
SEO rewards consistency, not reaction.
What I Do Instead When Rankings Drop
This is my exact process as an SEO company in San Diego.
Step 1: Look at Traffic, Not Just Rankings
If traffic is stable or growing, rankings matter less.
Step 2: Check Conversions
Are leads, calls, or sales impacted?
If not, we breathe.
Step 3: Review Technical Health
Quick checks:
Indexing
Site speed
Errors
Recent changes
Step 4: Compare Against Competitors
If competitors improved, we adapt—not panic.
Step 5: Decide If Action Is Needed
Sometimes the best SEO move is:
No move at all
When You Should Be Concerned
Not all drops should be ignored.
Legitimate Red Flags
Sustained traffic loss (weeks, not days)
Multiple pages dropping
Deindexing issues
Manual actions
Sudden spam signals
This is where experience matters.
Why DIY Fixes Often Backfire
I respect business owners who want to understand SEO—but reactive fixes can cause damage.
Common DIY Mistakes
Keyword stuffing
Deleting pages
Changing URLs
Switching platforms
Removing internal links
SEO is cumulative. Undoing work resets trust.
The San Diego SEO Reality
San Diego is a competitive market.
Local businesses are:
Investing heavily in SEO
Publishing better content
Targeting hyper-local keywords
Building authority properly
Ranking drops here don’t mean failure—they often mean the bar moved.
What Stable SEO Growth Actually Looks Like
Real SEO growth is:
Uneven
Gradual
Cumulative
Measured in months, not days
Anyone promising constant upward movement is not being honest.
My Advice If You’re Staring at Rankings Right Now
Take a breath.
Then ask:
Did traffic drop?
Did leads drop?
Did anything actually break?
If the answer is “no,” then you’re likely okay.
Final Thought: Calm SEO Wins
As an SEO expert in San Diego, my job is not to chase every fluctuation—it’s to build long-term authority that Google trusts.
If your current SEO strategy feels reactive, stressful, or chaotic, that’s a signal—not of failure—but of misalignment.
Call or text me directly: (619) 719-1315
Let’s look at what’s really happening—and decide what actually deserves action.
