Gisele Navarro, owner of HouseFresh, an air purifier review platform, found her website’s traffic steeply declining from Google. The drop resulted in a significant dip in daily search referrals.
To counter the decline, Navarro, along with her husband, Danny Ashton, brought onboard a team of SEO experts. Despite meticulous content refinement, keyword optimization, and backlink profile improvement, the website’s traffic still didn’t see a significant boost.
Navarro, a seasoned digital marketer herself, was left baffled with Google’s unpredictable algorithms. She expressed her concerns about the declining organic traffic stating its impact on their financial health.
Notwithstanding the decrease, the team persevered with reviewing and revising their SEO strategies. They continue to focus on producing top-notch content and diligent site optimization to regain their position on Google’s search pages.
The drop in traffic led to a dramatic decrease in income for HouseFresh, resulting in a reduced workforce and impacting user experience. However, the remaining staff member remains hopeful for a revival.
During this financially testing time, Navarro noted, “We are living our lives like Google is gone for us.” The dwindling traffic coincided with notable changes within Google’s algorithms, and these changes heavily impacted Navarro’s company operations.
In the face of adversity, Navarro noted that the company developed resilience and transformed the challenges into potential growth opportunities.
Addressing HouseFresh’s falling Google presence
Navarro realized that even the highest quality reviews couldn’t rival the domain authority of larger media sites, thus started diversifying the content.
Navarro’s careful examination of data and search patterns has helped better understand the changing preferences of their target audience. This analysis has guided them in producing more engaging and relevant content.
In May, leaked Google documents indicated tracking of user clicks and locations via the Chrome browser. This leak escalated public concern, signaling a significant loss in user trust. Critics argue that this breach could lead to a significant decrease in Google’s user base, forcing them to tighten their regulations.
Amidst this, SEO expert, Fishkin commented that the leak reinforced the theory that Google may exhibit bias towards bigger websites, a charge Google has dismissed. Fishkin and other SEO experts express fears that this bias may stifle competition and innovation among smaller websites, adding complexity to the field of SEO.
Despite the controversies, Google insists on the fairness of their ranking system. However, the ongoing debate keeps the spotlight on Google’s search engine practices.
