Learning from a Controversial SEO Experiment: How Intentional Site Downgrade Led to Long-Term Success
In the world of digital marketing, the pressure to show quick results can sometimes lead to unconventional decisions—some riskier than others. Recently, I undertook a deliberate and strategic approach to recover a client’s website from a severe Google algorithm penalty, and the insights gained have reshaped my understanding of SEO recovery strategies.
The Client’s Dilemma
The client approached me devastated, having experienced a 73% drop in traffic after a core Google update. They were eager for a rapid fix to regain their lost rankings. However, instead of rushing to patch the site, I chose to take a different path—one that might seem counterintuitive.
The Root of the Problem
The website in question had accumulated 15 years of SEO “baggage”: keyword-stuffed pages from early 2010s, a vast array of spammy backlinks, doorway pages, and other toxic SEO practices. This legacy made the site a prime candidate for Google’s penalties, especially after significant algorithm updates emphasizing quality and user experience.
My Deliberate Approach: “Burn It Down Faster”
Rather than attempt superficial fixes, I opted for a radical cleanup designed to reset the site’s SEO profile. The core idea was to let Google see that the site had fundamentally changed. Here’s what I did:
- Deleted 2,400 pages within a single day, leaving only 340 high-value and relevant pages.
- Disavowed approximately 12,000 backlinks, removing unnatural link signals.
- Removed all “SEO-optimized” content, replacing keyword-stuffed pages with plain language.
- Rewrote remaining pages in clear, straightforward English, abandoning keyword-focused copywriting.
- Eliminated exact match anchor text in internal links to diversify link signals.
The Early Results: Challenges and Patience
The initial phase was tough. In the first 30 days, traffic declined by an additional 41%, causing understandable client concern. I advised patience and trust in the process, emphasizing that meaningful change often requires time.
Turning the Corner
By day 45, I began to see signs of recovery; rankings stabilized and gradually improved, albeit for different keywords. Fast forward 90 days, and the site not only recovered but surpassed its original traffic levels by 34%. The visitors were more targeted, and conversion rates improved alongside the increased quality of traffic
