So, from what I’ve seen, Google’s been rolling out updates like crazy lately, especially that March 2024 core update, which specifically targeted spam and low-quality content. If your brand keyword’s ranking is swinging between phishing results and fresh domains, that’s not totally normal, but it’s also not unheard of right now. Google’s algorithms are kinda like a moody chef, sometimes they over-season the soup (aka weird rankings) before fixing it. I’ve noticed fresh domains sometimes get a short-lived “honeymoon” boost, especially if they’re optimized for E-E-A-T (Experience, Expertise, Authoritativeness, Trust), but phishing stuff ranking high? That’s sketchy.
Google usually nukes spammy sites quickly, but gaps happen. First, check if your landing pages are accidentally competing against each other. Three pages for one keyword? That might confuse Google into thinking none of them are the “best” answer, leading to chaos. Maybe consolidate or differentiate their purposes. Also, double-down on E-E-A-T signals: add clear author bios, customer reviews, or case studies to build trust. And report those phishing results via Google Search Console, they take that seriously. Personally, I had a client whose site yo-yoed in rankings until we merged similar pages and beefed up content depth. Fixed it in a few weeks!
Hope this helps. )
