Q. I haven’t made any site changes, so why did my website drop out of the top 10?
A. The lack of updates is exactly why your rankings have fallen. If you are not going to put in the time and effort to make changes to your site then Google will not rank it in the top 10, or if it is ranking Google won’t keep it there for too long.
Every now and then it is important to make changes to your site. Google wants to see that the information is kept up-to-date before it finds it relevant enough and worthy of being in the top 10. Even if it’s small changes not even noticeable to the browser, Google can still see this and will pay favour to such changes.
Websites such as news sites need to update their site as often as their resources allow, which is usually everyday or a few times a day. Other websites such as trade-related websites will update their sites whenever they get a new product or have new information about their industry. It is important to look at search results and identify what your visitors are looking for when they find you, from there you can make adjustments to your site accordingly.
Changes made to the side should be new and also unique. Never duplicate information as this will have the opposite effect, if Google crawls your website and finds information to be the same as elsewhere it is going to determine which site had the content on first, which should ensure that site ranks above the site guilty of copying. If you’ve been indexed as duplicate, even if the content is changed to be unique, it may take a while to get back into the top 10 as Google needs to trust the site enough to place them back in the top rankings. Ultimately, as explained above, make site changes as needed according to the industry your website is in. If you are not going to make the effort, then Google will not make the effort with you.