Understanding a Sudden But Temporary Drop in Share of Voice and Rankings: A Case Study
In the world of SEO and digital marketing, fluctuations in search visibility are not uncommon. However, when a client experiences a sharp, seemingly inexplicable drop in Share of Voice (SoV) and rankings, it can be both perplexing and concerning. This article explores a recent case involving a luxury property client in London, highlighting the complexities of diagnosing and resolving sudden ranking shifts.
Case Overview
On September 13th, our client—a premium property brand operating in London—saw a dramatic decline in their Search of Voice (SoV), dropping to zero. Fortunately, this decline was temporary, and by September 16th, their rankings had almost fully recovered. Nevertheless, by the end of the month, the client’s overall SoV was down approximately 0.5%.
During this period, several high-priority keywords that previously ranked within the top 20 began to fluctuate. Some keywords temporarily disappeared from rankings altogether, and approximately 20 high-value keywords were lost by month’s end. Given the client’s consistent growth in organic visibility over the past two years, these abrupt shifts prompted a thorough investigation.
Notable Changes and Considerations
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Technical Adjustments:
Around August 14th, the client implemented technical modifications to their website—changes made without prior consultation. Interestingly, these modifications did not immediately impact rankings; the drop began around the 13th of September. This suggests that the technical changes may not be the primary cause but are worth noting as potential contributing factors. -
Google Search Console Data:
Search Console analytics indicate that the decline in visibility started around the 10th of September, aligning with the observed timeframe of the ranking collapse. -
Backlink Profile:
The backlink profile remained robust, with a steady increase in high-quality links gained through strategic partnerships and event coverage. This growth further suggests that link quality was not compromised, and external link factors likely did not contribute to the sudden drop.
Challenges in Diagnosis
Assessing the root cause of this ranking fluctuation has been challenging. The pages experiencing ranking declines are not new, nor have they undergone recent significant updates—some date back to 2019, 2020, and 2024, despite multiple revisions. The pattern of ranking volatility, combined with the timing of technical changes, complicates attribution.
While it is unlikely that