The google traffic rollercoaster: Why websites lose rankings and how to survive

What is Google traffic loss?

Traffic loss occurs when you experience a dramatic, unexpected drop in website visitors. For example, if you’re consistently getting around 100 visits to your website daily and it suddenly drops to almost zero, this would be unexpected traffic loss. It typically coincides with changes to Google’s algorithms, which we’ll discuss shortly.
If we take a look at the website below, this is a directory website that lists businesses in the UK that are “best in class.” For example, we’re listed under Charnwood Web Designs because we have over 95 star reviews and are considered best in class to get a listing on their website. I had a quick look at their SEO stats using Ahrefs, and you can see from the graph below the website absolutely tanked in traffic in August 2024. Not just a little bit—it really dropped off. They went from averaging 150,000 impressions a day to now barely scraping past 5,000. This is a massive drop, and as you can see, this would have a huge impact on your business. A lot of these websites rely on Google ads that run on the website (Google AdSense), and by not having this traffic, their revenue is going to significantly drop.
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Why does it happen?

The main reason why this happens is because of Google algorithm updates. “What’s the Google algorithm update?”This is basically where Google tweaks how search results are shown. So in today’s era with SEO and Google, they don’t just look at website pages and the words on that page to rank it, which was the case 15 years ago, when you could literally stuff a webpage full of keywords and Google would rank that accordingly. Nowadays, it’s a lot more involved. Google are fighting the AI content battle, so making sure that all websites aren’t just full of AI content. They’re also fighting for useful information, evaluating whether the website is actually useful or if you’re just trying to publicise your own sales tactics using content. There are loads of things that go into it—basically, the algorithm is like a set of instructions for the computer on how it ranks your website.

"basically, the algorithm is like a set of instructions for the computer on how it ranks your website"

When Google changes the algorithm, it can have massive, sweeping, colossal changes across the Internet, and for some unknown reasons, even credible websites traffic can just fall off a cliff. like the one above. There was also a case in September 2023 where a tech retro gaming website (retrododo.com) all of a sudden overnight lost 87% of its traffic.
As you can see below, they went from averaging around 500,000 Google impressions in September 2023 to 35,000 in August 2024—it has recovered a tiny bit but in reality nowhere near the height of what it was. I actually watched an interview with the owner of this website on YouTube, and he was discussing how it was massively impactful for his business. He had to lay off staff, but out of all this, he has managed to diversify and has made his brand into a much bigger entity rather than just relying on revenue from Google and AdSense.
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Can you avoid it?

No, you can’t avoid these traffic drops. For example, take the company Retro Dodo—a very reputable business blogging with absolute uniqueness and quality content that their niche audience absolutely loves—so there’s no rhyme or reason why Google would tank this website’s traffic. Sometimes you do see traffic dropping on websites that seem a little bit dodgy or in a slight grey area, but I also see this on websites that are entirely credible. So no, there is no rhyme or reason, and there’s no way you can avoid it. The only thing you can do is to make sure that you’re not entirely reliant on Google search for your revenue in your business. This is one of the biggest takeaways for the owner of Retro Dodo. Since this drop in traffic, they have diversified the business, now offering different revenue streams rather than relying solely on revenue from Google AdSense.
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As an SEO professional, it’s frustrating when extensive work results in no improvement—or worse, a decrease in traffic. Our analytics software, Ahrefs, displays Google algorithm updates on its traffic graphs, showing their direct impact. The screenshot below illustrates how our traffic dropped overnight following Google’s core update on August 15, 2024. While I understand Google’s need to improve search results—particularly to prevent a future flood of purposeless AI content—I believe they should provide explanations to high-traffic websites like Three Best Rated when they experience significant declines. This information is vital for legitimate businesses whose employees depend on website revenue for their livelihoods. Understanding both the reasons behind traffic drops and the path to recovery is crucial for these companies success.
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What can you do to mitigate this?

Google might not be the dominate search force forever, and currently in the last 24 months, we’ve seen so much change in terms of the Internet landscape—we’ve seen the rise of AI massively. We’ve also seen other search engines coming online, such as ChatGPT (chat.com), and we’re going to see more and more competition for Google. I think the only thing you can really do to protect against search-related damage to your website is to make sure that you diversify your traffic sources and where your revenue comes from. Make sure you’re not entirely reliant on your website by utilising social media, paid ads, and anything else you can afford to put your name in multiple places across the Internet.

Is website traffic going to die with the rise of Ai

I don’t believe website traffic is going to disappear with the rise of AI, but the way we search for information is definitely evolving. As AI-driven assistants and chatbots become more advanced, people will rely on them more to find quick answers. However, that doesn’t mean traditional search engines will become obsolete.

There will always be a need for independent search—where users actively look for information, compare sources, and explore different options rather than just accepting what an AI provides. While AI will streamline searches and deliver personalised results, people will still want the ability to browse, research, and verify information themselves.

Websites will continue to play a crucial role in online business. A company’s website is its digital storefront—a place to showcase services, build credibility, and engage customers. Even if AI changes how we find websites, having a strong online presence will always be essential. That’s why creating valuable content, like this blog post, remains important. Even if Google doesn’t rank it highly, it still adds credibility for those who visit your site and reinforces your expertise in your industry.

Ultimately, AI will reshape search, but it won’t replace the need for websites or the ability to search independently.

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The state of SEO in 2025

SEO (Search Engine Optimisation) is still as important as ever, but the way we approach it is evolving. In the past, ranking well on Google was largely about ticking technical boxes—optimising content, building backlinks, and listing your site in directories. While these factors still matter, search engines (and AI-driven recommendations) now prioritise relevance, usefulness, and user experience.

Going into 2025, video content is set to become a key differentiator. If you want to stand out, integrating high-quality, engaging, and realistic video into your content strategy is essential. Unlike text-based content, which AI can now generate with ease, authentic video content remains harder to replicate, making it a powerful tool for both SEO and brand trust. A simple way to implement this is by pairing blog posts with short, informative videos—offering multiple ways for your audience to consume your content, whether they prefer reading or watching.

Another major shift for 2025 will be the growing influence of Google Business Profile (GBP) for local businesses. Honest, high-quality Google reviews are becoming increasingly important as potential customers rely on recommendations from real people before making decisions. A well-optimised GBP, combined with a strong review strategy, will be crucial for businesses looking to rank in local search results and attract more customers.

SEO isn’t disappearing—it’s evolving. Businesses that adapt to video trends, prioritise valuable content, and strengthen their online presence across search engines and AI-driven platforms will be the ones that thrive.

To summerise...

Google traffic loss happens when a website experiences a sudden drop in visitors, often due to algorithm updates. These changes can significantly impact businesses that rely on organic traffic, as seen in cases like Retro Dodo and business directories, which lost substantial visibility overnight. While there’s no guaranteed way to prevent these drops, businesses can mitigate the impact by diversifying their traffic sources, leveraging social media, paid ads, and Google Business Profile (GBP) to maintain visibility.

Looking ahead to 2025, SEO remains crucial, but the landscape is shifting. Video content is becoming a key differentiator, as high-quality, authentic videos offer engagement levels AI-generated content struggles to match. Additionally, Google Business Profile is gaining importance, with customer reviews playing a bigger role in local rankings and consumer trust.

While AI is reshaping search behaviour, websites aren’t going anywhere. Businesses must adapt by creating valuable content, embracing video, and maintaining a strong online presence across multiple platforms to stay competitive in the evolving digital landscape. 🚀

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Picture of Written by: Ben Wall

Written by: Ben Wall

Ben Wall is the owner and lead designer at dotwall Web Design in Loughborough, Leicestershire. Passionate about empowering business owners, Ben shares actionable tips, industry insights, and design expertise on this blog, helping businesses thrive online with modern web solutions

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