Many clients express concern over the fact that their website rankings are falling, or that they just aren’t being ranked at all. While this is a legitimate reason for concern, it is by no means an end-of-the-world diagnosis. There are a few ways to troubleshoot the reason(s) behind falling site rankings, as well as some effective ways to get them back where they should be.
1) Your website and its content haven’t been updated in a while.
Search engines are constantly trying to deliver people the information they seek, and what do people want from a search? They want the most relevant and up-to-date information about the string of keywords they type into the search box. Thus, regularly updating information on your site showcasing new products, industry news or making other simple copy changes can dramatically improve your search ranking.
So how do you stay on top of the need for updates? The easiest way is to create a “site update” schedule to help you keep track of when you modify content. This could be at regular weekly or monthly intervals, though keyword content updates are recommended every few months. A schedule will help hold you accountable and ensure that you regard search engine optimization (SEO) as a priority.
2) You need to reevaluate your keyword strategy.
Keywords are often comparable to fads, as both relevance and success of chosen keywords often ebb and flow, along with search habits. An example of this can be witnessed in the recent surge in the use of long-tail keywords. People have become increasingly specific in their searches, typing in a string of multiple words (long-tail keywords) to yield more appropriate results. To deftly maneuver and adapt to such changes requires regularly monitoring keyword trends and modifying the keyword strategy and site content accordingly.
3) Your site moves at a snail’s pace.
Site speed is often the slyest of culprits when it comes to falling site rankings. The reason behind this goes back to the purpose of search engines ranking results—to provide people with the most desirable sites and information related to their query. Because a slow-loading page is highly undesirable, the site/page load time is factored into the algorithm that leads to the returned list of search results. Thus, if a page loads slowly, your ranking falls.
To remedy this, you could do a complete overhaul of your site, as many choose to do in these situations when they can’t identify the root cause of the abnormally long load time. The easier fix is to make sure that the files on your site are not so large that it takes extra time for them to load. More often than not, the images or graphic files on the site are simply too large for the page to load them at a desirable speed.
4) You haven’t incorporated search engine optimization.
One of the main reasons you will find your site dropping in search results is because you simply haven’t incorporated SEO. Maybe you haven’t isolated specific keywords to lead people to your site, and are not seeing the web traffic you should because of this. Through the process of thorough keyword research, isolation and using those keywords to subsequently write creative and compelling site copy, you can easily fix this problem.
Whether you are currently incorporating SEO or need some guidance as to where to begin, Holland Advertising: Interactive can help. Holland takes pride in helping each of its clients develop a unique SEO strategy, write compelling SEO copy and ultimately help them see increased conversions. For more information, contact Bryan Holland at 513.744.3001.