In my experience, the most common reasons a website doesn’t Site rank for a specific keyword are:

1. The site isn’t actually relevant.

2. There isn’t any single page which actually uses that keyword.

3. There are too many pages which use that keyword. 

It’s true that a Site Rank might not rank because of something like authority or some kind of technical issue but for the average SEO team, increasing authority or fixing technical problems are far harder and take much longer than simply looking at the site and making sure we’re not just misusing content. 

So often, I’ve started working with teams who have spent months or years trying to perfect their technical setup, who’ve invested thousands in link building campaigns but haven’t made sure they include the keyword they are targeting on the relevant page. 

I will explain in more depth below but here are the first eight things to do to find out why you’re not ranking;

1. If you used to rank – check what changed

If you don’t have any evidence that you used to consistently rank well then skip to step two. As a rule of thumb – you should only really focus on this section if you know that you consistently ranked top 20 for at least a couple months.

As an aside – if the keyword you care about is a “money term” like “Valentines Day flowers” and you seem to have lost traction just as the season is arriving, you might want to read Tom Capper’s post on how to rank for head terms for some insight. If you’re a smaller brand – the rankings may return to normal just after the peak season (which may be small consolation but could get people off your back while you do the foundational work).

Assuming you’ve seen rankings change for a selected number of keywords which you know you used to rank for, and it’s not a matter of “money terms” fluctuating around peak season, we can simplify things by splitting changes into three groups;

Someone changed something on your site so now you’re not doing as well

A competitor started doing something better so now you’re not doing as well

Google changed their algorithm so now you’re not doing as well

2. Do the quickest and easiest technical checks

As I said, it’s easy to become convinced that some mysterious technical issue is preventing you from appearing. In the vein of that stereotype about mechanics – it’s difficult to know when you ask an SEO agency if technical fixes are actually needed or if they are just blinding you with jargon.

I’m here to tell you that you don’t need to start with those expensive agency conversations. You can start with some really simple checks and I’m going to give the complete layman’s description of each one below. If any of the checks below return a result that you’re not expecting, hop over to my colleague Ben Estes’ great technical SEO checklist. 

  • Check that Google has seen and saved some of your site

Have you ever noticed that Google lists how many results it found when we do a search? We can use that to get a rough idea of if it has seen and saved the pages on our site and to make sure we haven’t, for some reason, been removed from Google. 

  • Check that you rank for your own brand name

As long as your brand isn’t totally new, and isn’t just a competitive term (think “Car Rentals” or “Injury Lawyers”) your site should appear when you type in your brand name.

This bit is pretty simple. I feel like I should write more but that’s it – search for your brand name. Are you coming up? If so then great, on to the next step. If not – check Ben’s list.

  • Check that your pages rank for their exact content

Go to some of your most important pages. For each, select one of the top paragraphs on the page, copy about a sentence and then paste that whole sentence into Google. If you don’t appear anywhere then there could be some reason Google hasn’t seen the page or it’s been removed. If you see other sites appearing with that exact content, that might be your problem!

3. Ignore link building until you know there is no other explanation

Believe me, I understand the appeal and I often manage link building campaigns for my clients. Producing a large, impressive link-building piece often lets a team sidestep internal politics and dev queues to actually get something published. They also often look great and can sometimes secure TV coverage. I’ve even seen big Creative pieces as a way for the SEO team to get the attention and approval of the CEO to increase internal clout which makes other things easier.

For some Site Rank, links are that piece that’s missing which would allow them to rank. However;

  • Links are almost never the answer.
  • Links are almost never the answer.
  • Links are almost never the answer.
  • Links are almost never the answer.

Proper link building is hard, it’s expensive, and link volume is often not what’s stopping you from ranking.

You know what’s worse than having your CEO breathing down your neck because you don’t rank for one specific keyword? Having your CEO breathing down your neck because you don’t rank for one specific keyword and you’ve just spent £60,000 on link building campaigns which haven’t had an impact.

If you decide early on that you need links, the only way to find out you’re wrong is after you spent all that time and money. There are much cheaper and easier things you should do and check before you even touch link building. If you get to the end of this list and you’ve done everything, then you can consider link building pieces.

Conclusion:

However, apart from the above-described points, there are some other points too which affect the ranking of a keyword on a site. There are several things needed to keep in mind while doing SEO and web design to rang a keyword and you need experts to get the best website design. Vie Signals is a leading London based company known to be providing one of the best website designing services all over London. TO know more about them, visit www.viesignals.co.uk and get free consultation advice from them.

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