Keyword Rankings Dropped? Is It an "Uh-Oh" Moment? (Maybe Not)

Question from a client in Bedford:
"Michael, yesterday we were celebrating our keyword rankings going up, but this morning they've dropped. Should I be worried? What's going on?"

Michael's Answer:

Brilliant question - and one that sends many business owners into a mild panic when they log into their SEO dashboard. Let me put your mind at ease and explain exactly what's happening.

First off - no, you probably shouldn't be worried. In fact, what you're seeing is often a sign of progress, not problems.

Take a look at this actual client's keyword ranking graph from their KickstartSEO Portal. See how it starts flat around 100, then improves dramatically to about 80 by mid-June? That's brilliant progress - especially when you consider they've only been using the Portal for two weeks. (Remember, in keyword rankings, lower is better - position 1 is the top of Google, position 100 means you're on page 10 where nobody looks). But then notice that drop at the end - from around 73 back down to 82. That's exactly the 'uh-oh moment' we're talking about.

Why Keyword Rankings Dip (And When It's Actually Good News)

Yesterday, when we reviewed your KickstartSEO Portal together, your average keyword ranking was looking strong. We'd worked hard to get those numbers moving in the right direction, and it showed. Then this morning - boom - the graph shows a dip.

Here's what happened: We added several new keywords to your strategy yesterday. Those fresh keywords aren't ranking well yet (they're probably sitting somewhere around position 80-100), so when they get added to your average, the overall number drops.

Think of it like this: You're tracking your golf handicap with your regular foursome, and you're all shooting decent scores. Then you invite a beginner to join. The group's average score goes up, but that doesn't mean you've suddenly got worse at golf.

The Process Behind the Numbers

What you're seeing is actually the SEO improvement process in action:

1. Identify a problem - We spotted keywords your competitors rank for that you don't
2. Make a change - We added those keywords to your tracking and started optimising for them
3. Measure the effect - The initial dip shows we're now tracking the full picture

This temporary dip is exactly what we expect to see when expanding your keyword strategy. Within a few weeks, as we optimise for these new terms, you'll see them climbing and pulling that average back up - often higher than before.

When Should You Actually Worry?

Now, not every dip is part of the plan. Here's how to tell the difference:

Normal, expected dips:

• Just after adding new keywords
• Following major strategy changes
• Seasonal fluctuations in your industry
• Minor day-to-day variations (Google's algorithm has moods)

Dips that need investigation:

• Sudden drops with no changes to your strategy
• Consistent downward trend over 2-3 weeks
• Major position losses (like falling from page 1 to page 5)
• Multiple keywords dropping simultaneously

How to Investigate Ranking Changes Yourself

Want to dig deeper? Your KickstartSEO Portal has all the tools you need. Here's exactly how to check what's happening:

1. From your dashboard, find the Average Keyword Ranking graph
2. Click the "See More" button in the top right of that graph
3. Or navigate manually: Portal menu → Reporting → Keyword Tracker

This shows you exactly which keywords are moving up or down. You'll probably spot those new keywords we added sitting at the bottom, pulling down your average.

Look for patterns:

• Are all keywords dropping? (Could be a technical issue)
• Just the new ones? (Normal - they need time)
• Specific older keywords? (Might need content updates)

The Strategic View

After 30 years in this game, I've seen every type of ranking fluctuation imaginable. The businesses that succeed are the ones that understand rankings are a marathon, not a sprint.

Your competitors might be content targeting 10 keywords and watching them slowly climb. We're playing a bigger game - expanding your reach to capture more potential customers. That means accepting temporary dips as we build towards much bigger wins.

What Happens Next?

For anyone seeing this pattern, here's what to expect:

Week 1-2: New keywords settle in, probably at low positions
Week 3-4: Early optimisation work starts showing results
Week 5-8: Steady climbing as content gains traction
Week 8+: New keywords contributing positively to your average

The beauty of the KickstartSEO approach is that you can watch this happen in real-time through your Portal. No black box mysteries, just clear data showing your progress.

Your Action Items

If you're seeing a ranking dip:

1. Check when keywords were last added (Your Portal shows this)
2. Look at individual keyword performance (not just the average)
3. Give new keywords 4-6 weeks before expecting improvement
4. Contact us if you see unexpected patterns (that's what we're here for)

Remember - we only add keywords that represent real business opportunities. Each one is a potential customer searching for exactly what you offer. A temporary dip in exchange for capturing more of those searches? That's a trade worth making every time.

The Bottom Line

That dip you're seeing isn't an "uh-oh" moment - it's an "aha" moment. It shows we're actively expanding your online visibility, not just maintaining the status quo.

Keep an eye on those individual keywords over the coming weeks. I reckon you'll be pleasantly surprised at how quickly those newcomers start pulling their weight. And when they do, your average will be higher than ever.

Of course, if you add a keyword to your strategy, you'll probably have to improve content to support that keyword. But that's a post for another day. Though if you're curious about how we approach this, Norman, our AI strategist, handles a lot of the heavy lifting these days.