is it MSSA Penalty ( +950 penalty) or something else?
I m confused about one of my client as what could be the case with him for all of sudden drop from SERPs again after 26th Jan.
Let me explain in detail what is the situation.
One of my client was having PR5 website since last 7 yrs and was coming #1 and #2 for most of its imp Keywords since last few years and he was constantly adding content (products ) to his website as it is an ecommerce website.
Now in mid of nov-2006 we changeed the website design a bit (keeping all the structure and data flow as earlier) only changes we made were few images some styles of the left Navigation and top navigation and few here and there topic headings and everything was working great till 25th dec-2006 and after 26th dec update his was nearly getting disappeard from SERP's for all this imp keywords and then he was nearly vanished for 2 -3 weeks. during this period he as gobaly changed his URL Pattern and successfully redirect old URL pattern to new via 301 Permanent redirect and also he did added some sorting feature to his website which might have increase 4- 5 thousands sorting pages and his website did strong come back on 16th Jan 2007 and it was working as great as it used to do since few years and he was all happy.
But againg all of sudden again started disappearing from 26th Jan and now by today almost for all his imp keywords it is no where coming in SERPs at all for which he use to come #1 or #2.
As my client was almost disappreared from the SERP's we started looking into problem areas and we find some Topic titles text in home page & throught out website was in White Text and its background color was also white but we have applied Style to repeat some black color Slice image. so what we suspect that google might have considered that white text in white backgroud as hidden text ( thought it was very much visible as it was under the <div> tag with proper black slice image repeating). So we fixed that white topic titles today only.
So my question is it is some over optimization or all of sudden increase in pages in his website during 26th - Dec to 16th Jan -2007 problem or it is in generaly googles MSSA or +950 penalty which have filtered out my client because of that white text heading title.
And if it is MSSA penalty so how can we be sure that it is that and what is the plan of action we should take, i mean should we just wait and watch for 1 more week if my client can do some come back or we start acting now.
Please do give your precious comment to help us