Why do my rankings drop or change?

This is one of the most common questions we are asked

It can be a gut wrenching seeing a ranking or worse multiple rankings drop, but is the nature of the beast.

There is no hard and fast answer to this question as it can be because of so many variables but below are the most common reasons.

1. Fluctuation:
   This is the most common explanation and happens on a daily basis. Search Engine Result Pages (SERPs) are in a constant state of flux with Google leading the bunch.
   Gone are the days of the "Google Dance". This has also meant, unfortunately, that you can be Top 10 one day and disappear the next. The only thing you can do in this case is be patient and give it a few days to see if your ranking reappear.
   
   
2. Stop or Poison Words:
   Have you added new content lately? It is possible you have added what Google calls "Stop" or "Poison" words.
   These may include Adult words or commonly used words such as Links, Search Engine, Bookmarks, Resources, Directory, BBS, Paid-to-Surf and Forum which although won't knock you out of the SERPs, they can drop you a few spots
   
   
3. Broken Links:
   The major Search Engines view a site with dead end links as "broken". In some cases this can cause a major hit to your rankings. It is always advised to run a check using a tool like a Broken Link Checker and fixing them. I have seen a site rebound time after time within days of fixing this issue
   
   
4. Links to Bad Neighbourhoods:
   A single link to a banned site or a bad neighbourhood can torpedo your rankings.
   A banned site can usually be shown by a site that had previously been indexed but is no longer in Google. A grey toolbar can indicate either a new site or one that has been banned.
   A bad neighbourhood is one that employs black hat tactics. This may include a link farm. Link Farms are one of the most often asked about things and the general rule of thumb is "If it looks like one, it is one". Avoid linking to sites with hundreds of links on its pages with little to no content.
   
   
5. Use of Black Hat Methods:
   This will usually result in an all out ban and includes things like Hidden Text, Cloaking, etc.
   To get back into the index usually requires you to remove the offending method and email Google (or whichever SE banned you) asking to be re-indexed. In most cases you will be successful although be prepared to wait several weeks if not months.
   
   
6. Your competition:
   Your competition have lifted their own SEO efforts, if the competition site is naturally stronger than yours, higher page rank, older domain, higher trust, greater value of content. These factors can allow them to drop your ranking terms soon as they concentrate on the same terms.
   
   
7. Buying links: You have been busted for buying links and now have been penalised for it.