Understanding the Causes Behind Sudden SEO Traffic Decline for Exact Match Keywords: A Case Study
In the realm of search engine optimization (SEO), fluctuations in keyword rankings are common, but a sudden drop—especially for an exact match keyword—warrants a thorough investigation. This article explores potential indicators and troubleshooting steps when your ranking for a targeted keyword unexpectedly diminishes.
Case Overview
Imagine managing SEO for a floral retail business. Your goal is to rank first for the keyword “flower arrangements.” Initially, your page held the second position on search engine results pages (SERPs). In efforts to optimize your site, you identified and no-indexed pages targeting similar but different keywords, such as “flower styles,” assuming this would eliminate internal competition and boost your main keyword’s ranking.
Unexpected Rank Fluctuations
Subsequently, you observe that your once-top-ranking page no longer appears for the exact phrase “flower arrangements.” Interestingly, however, the page continues to rank for a singular, closely related term: “flower arrangement” (without the plural “s”). This situation raises questions about what caused the shift and what actions can remedy the decline.
Potential Causes and Signs
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Page No-Indexing and Crawl Consolidation
Removing or no-indexing pages targeting related but different keywords can influence how search engines interpret your site’s relevance and authority for these terms. If these pages held significant link equity or relevance, their removal might have affected your overall keyword signals. -
Keyword Variations and Search Intent
Search engines often treat singular and plural forms differently. A change in how your content is optimized for “flower arrangements” versus “flower arrangement” can impact rankings for these variants. -
Internal Linking and Canonicalization
Check if internal linking structures and canonical tags are correctly implemented. Misconfigured canonical tags could lead search engines to consolidate ranking signals for one variant over the other. -
Content and Keyword Optimization
Review your content’s usage of target keywords. Ensure that your primary page explicitly targets “flower arrangements” within its headings, meta descriptions, and body content. -
Google Algorithm Updates
Stay informed about recent algorithm updates that may have impacted your niche. Sometimes, ranking shifts correlate with broader search trends or algorithm modifications.
Actions to Recover and Improve Rankings
- Review and Reassess Removed Pages
Evaluate whether the pages you no-indexed played a role in supporting the main keyword’s