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SEO dropped off a cliff in May 25 - any idea why?

I just started consulting for an e-com company. When I dug into their SEO, I found that they went from ranking for about 850 kws (ahrefs) to as low as 30 in the span of a few weeks.

Everything plummeted around May/June 2025 and only started recovering in April 2026.

Their marketing firm says that there was an algorithm update then and they got no notifications of issues or violations in Search Console (not sure I believe them).

I've seen algorithm updates that hurt SEO, but not like this. DA also dropped from like upper 20s to 6.

The marketing firm also does their web dev and I'm pretty sure used AI to write all the on page content.

Did they get absolutely wrecked for AI content? Anything else I should look into?

submitted by /u/Speedy719
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