There is another interesting phenomenon that we have been observing for a while - content updates. Changes to your content can improve or worsen your rankings, even though you did not do anything bad on your web site.
Our web analysts encountered this phenomenon several years ago when one of our clients that signed with us, told us a story that sounded not very believable. He had a decent web site which reached PageRank 3 with Google. One day he needed to introduce small updates to this web sites, because of some positive changes in his business. Dutifully, he opened his WYSWYG editor and changed a couple of lines on each of his web pages. Within a week or so when he opened his site in the browser, to his horror he found out that all those PR 3 web pages became unranked!
He really did not know what to do. The only solutions that came to his mind was to open his editor again and delete all the changes that he introduced on the web pages. A month or so passed but the situation did not change. At those times having a nice Google PR was considered to be an asset. That is why our future client had the same feeling as if he was mugged in the middle of the day on the public square.
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