SEO news is often chattering about various Google Panda updates causing changes in algorithms and thus fluctuations in search engine rankings.
In laymans terms this means your website will see less traffic and potential customers and it might not be anything you’ve done (or not done).
These Google Panda updates might as well be called Google Spankings because in essence Google is trying to give less weight to (in a way penalising) low-quality sites, but innocent websites suffer too.
Research seems to show that a number of websites are suffering not because of their link structure, website design, page rank, page speed, meta data or other SEO factors, but simply because of their content. Many ecommerce websites seem to be losing out because their product descriptions were copied directly from the manufacturers website. Perfectly reasonable, after all, a product specification is what it is, there’s not much else you can say. But of course, every competitor has done exactly the same thing, so how can one website out rank another selling the same products? Google doesn’t rank websites according to the cheapest price or best delivery times (apart from Google Shopping).
It goes without saying that all the other SEO factors still have an input, but once again content is king.