Forum Moderators: Robert Charlton & goodroi

Massive Traffic Decline

Unknown penalty applied to website

         

M_p_M10

2:30 pm on Sep 24, 2025 (gmt 0)



I am looking for some feedback on what type of penalty has been applied to my site. I have lost almost 400K page views per month over the course of the past 4 years. It looks like my site took a big hit in 2020 and then was demolished completely sometime in 2023.

I had no problems with my site whatsoever for the 10 years prior to this decline. I never worried about any update and simply focused on the content and tech aspects of my business. I have not changed anything major. The only difference I have noticed is a trend towards many copycats appearing out of nowhere starting around 2020-2021.

In the past few years, I have done everything possible to improve my site with zero improvement. My traffic has not budged despite putting months on end into improving anything tech or content related.

Some of the things I’ve worked on include:
  • Improving page speed
  • Mobile optimization
  • Daily social media posting
  • No indexing old pages
  • Several tech audits
  • Security headers (now at an A+)
  • Passing Core Web Vitals
  • Ensured all images have ALT text
  • Added meta descriptions
  • Addressed 404 Errors
  • Reduced ad density
  • Made sure canonicals were correct
  • Made sure all images were responsive and/or lazy loaded
  • Ensured schema is correct

Note- I have not violated any of Google’s Spam policies. There is no problem with thin content or keyword stuffing. I have over 20 years of experience in my industry and have made that clear. There is no AI content or affiliate links. Ads are kept to a minimum. I’ve never received a manual penalty. I’ve never bought backlinks or used any SEO services.

As this is a major traffic loss of hundreds of thousands of page views a month, you would think I would have received some penalty? What could I possibly have done so wrong to lose 99.9% of my traffic? Any feedback would be appreciated as I am tired of working 60+ hours per week with zero results.

not2easy

3:03 pm on Sep 24, 2025 (gmt 0)

WebmasterWorld Administrator 10+ Year Member Top Contributors Of The Month



Hello M_p_M10 and welcome to WebmasterWorld [webmasterworld.com]

That is not necessarily a penalty. It sounds like you have done what you can and that further efforts could hurt rather than help. Google likes fresh content and given the proliferation of AI created 'copies' there is plenty of recycled 'new' information. Extra efforts to improve the ranking may be seen as manipulation when it is only done to improve the content. There is no question that legitimately helpful content is no longer a guarantee for ranking well and organic traffic is disappearing for many (millions) of excellent old sites.

The primary thing others point to that has changed the serps is that the number of AI overviews (shown at the top of results) crowds out the source sites by featuring those AI overviews that answer search terms without crediting their source.

You can see some of those discussions in our monthly threads here: [webmasterworld.com...]

Others may have better suggestions.

Brett_Tabke

5:06 pm on Sep 24, 2025 (gmt 0)

WebmasterWorld Administrator 10+ Year Member Top Contributors Of The Month



Can you hint at the general type of site? Blog, shopping, affiliate, news, services?

What type of content is on the site? Tutorial, educational, support, local, international?

M_p_M10

5:16 pm on Sep 24, 2025 (gmt 0)



Hello and thanks for your response,

We do make sure to keep our content fresh by keeping it regularly updated and even posting that updated date. Many of our posts contain evergreen content and we want to make sure that we are viewed as the originator of the idea. We never "pile" on as Google puts it (in their search quality rater guidelines) and always offer a different perspective on the topics we create posts about. In most cases we are the first one to cover a topic. I am not bothered by Google's AI Overviews as they source their content & the target demographic that we want visiting our site is not looking for a quick answer.

I think it is good that Google is doing spam updates to attempt to remove content that was written by AI. This AI written content is not new as AI does not create anything new. I think Google needs to start incorporating two things if they truly want to eliminate the spammers.

1. Use images as a way to prove that you are the source (especially in the travel and food niche)
2. Similar to affiliate links, declare that AI was used and source the actual sites that created the content that AI used.

Just implementing these two items would remove almost all spam sites and reward the authors that did the work and were creative.

One thing that it seems that Google does that does not make sense is rewarding "Fresh Content" and degrading established publishers. For example, would you go to a doctor who established his practice in 2012 vs one who established their practice in 2024? Obviously, the more experienced doctor will have seen and treated more health issues that the one that just started recently. This is the same with promotions at almost any business. Would Google hire some "fresh" college graduate to be the VP of Search?

tangor

12:54 am on Sep 25, 2025 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member Top Contributors Of The Month



Would Google hire some "fresh" college graduate to be the VP of Search?

Yes.

Freely admit that I, too, tend to take the AI answer at the top for most searches, thus little click through to a source site. That said, those kind of quick searches are for very general data (like the capital of Whateveristan) and don't really count as a "search".

Evergreen does not mean ever-flowing. In time YOUR content (or the data underneath) will appear on hundreds of thousands of sites in a few years, diluting the number of hits YOUR site will receive in the future.

g, on the other hand, has updates that deprecate keywords, links, etc. as a refinement of INTENT (and dollars) and that, too, will have an impact.

Then, too, there is the cycle of things human. Interests change, evolve, mutate generation by generation and if you've been around long enough you can SEE that happen in real life as well as the web. What was once bright, shiny and desired becomes hokey, old-hat and tired.

Geo-political also intrudes, often with regulations, taxes, viewpoints, heck, even kinetic conflict, that might impact viewership on a national or global presence. Not often, but can't be ignored.

Financial markets, tariffs, trade wars, all matter to some extent as that certainly impacts any site with a commerce intent.

All the above is merely an indication that there are OTHER FORCES that are in play, not just g or AI.