The Curious Case of Retro Dodo & Google Algorithm Updates
About a couple months ago, I saw an article in my news feed that I had to read. It was an article about how a Google Core Update decimated organic traffic to a small business’ site – Retro Dodo. Naturally, I had to read it because I’m not only in Digital Marketing, but more specifically have been doing SEO for a long time. Also, just in case you’re a time traveler from the future – it’s almost March 2025 as of today.
TL;DR Summary
In the article I read, the founder of Retro Dodo, Brandon Saltalamacchia, detailed how a September 2023 Google algorithm update led to an 85% or so drop in Retro Dodo’s organic traffic and revenue. Additionally, he wasn’t the only one who was, and has been impacted by Google’s updates. While anecdotal, I’ll also add my opinion where I feel these core updates disproportionately impact smaller sites.
Back to the point, with me being armed with a lot of SEO knowledge I started to dig into some data. On one end, I wanted to see if I could help Retro Dodo – I even reached out on their contact form offering my services for free, but didn’t hear anything back (maybe because a month later the video below published so they got some needed help). On the other end was my hatred for how decision makers at Google for their Search product (yes it is a product) puts their profits ahead of everyone who actually uses it (both users and creators). After all, they’re the 5th largest company in the world, and could be considerate of others so someone like me, or Chegg, should put them in their place. However, as I dove in, I found myself moving a couple steps away from being 100% on Brandon’s side. Some of which are covered by Sam Oh in this Ahref’s YouTube video:
My Final Thoughts on Updates & Retro Dodo
While the core algorithm changes have significantly impacted his site, and others’ sites, there were some internal decisions at Retro Dodo that didn’t make any sense to me. This included things such as removing high-traffic pages, moving pages or content without proper redirection; not regularly updating content; updating title tags to divest away from certain terms they historically ranked position 1 for; etc. All of those factors may have (or likely) increased the site’s vulnerability to negative consequences from such updates. This situation highlights the critical need for independent content creators to maintain robust SEO practices and adapt to evolving search engine algorithms to sustain their online presence.
Additionally, each time I see an article like this, I just can’t help myself and I have to read it. However, each time I research and analyze the site – I say to myself “Well they could’ve done this, should’ve done that…” or, “Did they have an SEO priorities roadmap” or, “If they were doing so well organically, why didn’t they put in more effort into their other channels to expand and diversify their reach…” etc..
But, I also sympathize with Brandon, and others. I know everything I unearth in my research is easy for me, because I do it for hours a day, everyday, so that’s expected of me. A part of me strongly feels that it shouldn’t be this hard for the average person to have a flourishing business that relies on traffic coming from Google. Then the other side of me also understands Google needs to make the ranking equation complicated because there are those who will manipulate the system for rankings instead of creating quality content. Therefore the system they’ve created isn’t perfect either. I mean look at how easy it was for companies like Forbes to participate in parasite SEO (and yes, they might be doing it again).
Also, it’s even easier for people to say a small business like his making one-million per year should have had its own marketing team, or at a minimum agency services. However, I’ve run multiple small businesses and that amount is gross income, and not the net – expenses add up fast. And this is why I’m passionate about this blog on our agency’s site – I want a place small business owners can go to find reliable insights, and marketing tactics they can immediately put into action. I worked for a few big agencies, and I know they charge $200 per hour or more for their services, and they have minimum spend requirements that shuts out small businesses. I also understand rates at DRVN Media of $150 per hour (on most services) and a minimum agency spend of $1500 per month can also be cost prohibitive for small business, and that’s why I want to contribute reliable content.
Yes, that does mean I’m giving away lots of our strategies, and techniques for free because I know a lot of people need the information so they can do it themselves. However, there will also be those of you who’ll say “DRVN Media knows what they’re doing, so let’s hire them.”
Our Message to Retro Dodo
Our offer still stands. If you’re still trying to sort things out on your own, and have questions – let’s chat. If you just want a little more guidance, please don’t hesitate to reach out to us. I 100% mean that. We’ll come up with the assignments where you just need to complete and implement the work. If there’s anyone else who in a similar situation, let’s talk too.
*Full disclosure – this would make a great case study of what it takes to mount a comeback from a performance drop due to Google updates. So it’ll also help my agency too. But we need to earn that right, and we do that by giving unconditionally first.
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