Google Analytics 4 is our next-generation measurement solution, and it’s replacing Universal Analytics. On July 1, 2023, standard Universal Analytics properties will stop processing new hits. If you still rely on Universal Analytics, we recommend that you prepare to use Google Analytics 4 going forward.
1. On page optimization errors
First, we should ask, what on the site has changed? Was there a major roll out of new pages, new content, change on the menu or navigation. Removing pages or changing page location, especially high page authority content will drop your rankings quickly. We recommend using a 301 redirect to keep that SEO Equity onto the new page location.
Verify page errors with Moz tools – Page Optimization.
2. Security issues
Google uses security as a major rank factor now. Check your SSL (secure socket layer). Do you see that padlock icon next to your URL in the browser or do you see a red error.
This is a sign that your SSL certificate may have expired. DOnt worry, this is easy to renew, Contact your hosting company for help
3. Pages removed from the index
Check that your page or site is still searchable in Google. You can perform a query for your site. Use this query to see if you are still in the index:
site:www.website.com
If not, you may have deeper issues related to spam, or black hat SEO. Contact your webhost first and see if there have been any blacklists against your site.
MX toolbox have a good tool for checking this: https://mxtoolbox.com/blacklists.aspx
4. Slow download speeds
Google ranking factors around download speeds have changed they way we design sites. With advanced in internet speeds we are seeing more and more content added to pages, high resolution images and videos. But these still impact the loading time, especially on mobile where data is often used where wifi is no available.
Watch for any large image files. This is not often a sudden issue as it would take a series of large web pages on your site to cause this issue. Check your topic clusters and pillar pages, as these may be larger, media heavy pages.
5. Mobile Experience issues
Finally, test your mobile experience. This has been a major signal for Google ranking in the past few years and is often overlooked. In fact Google now uses Mobile Crawlers first on your site so there is an even more reasons for websites to be designed mobile first and offer performance of usability that is as good ro better than desktop.
Google search console can help you identify areas where you might be seeing mobile issues round usability.