Mar 27, 2018
Improving your rankings in SERP can seem like a difficult and confusing task—that's why we built this straightforward checklist for you to diagnose page rank issues.
Before you make improvements, you must first diagnose the problem. Identifying where and when conversion rates are dropping off is essential to preventing them from happening in the future. Here are some actionable tips to help you get started.
First you need to determine where your problem is and prioritize the specific pages on your site that aren’t performing as you’d wish. If you have a large website, you’ll want to treat each section of your site (news, products sections, about us, etc.) individually. You’ll also want to look at your search traffic over time and see exactly where the drop occurred. If you can structure your URLs into sections and use subfolders, then look at that particular section of your site, you can focus on optimizing that area specifically. Sometimes, your site may be performing well overall except in this one or two areas, and the only way to find out is to divide it into sections in this way.
Use Google Trends to Look for Keyword Decline
Log in to your Google Trends account to look at some of your top keywords and topics. If search demand has stayed at a similar pace while your traffic and rankings have declined, it’s something you’ve done with your site-not a change in how people are searching. One the other hand, if you see that traffic for those search terms overall has dropped significantly (perhaps for a previous year’s data or product that has since gone out of style), it’s time to update your content.
Perform Diagnostic Queries
Perform some queries to get some quick insight on what could be wrong with your page(s).
Now that you have some ideas about what could be causing your problems, it’s time to make some hypotheses. First, you need to determine which situation you’re in. Either your rankings are up but your traffic is down, or both rankings and traffic are down.
If rankings are up, but your traffic is down, the following issues could be to blame:
A Switch in Google’s algorithm: causing local search not to be as impactful as it once was, for example
If both traffic and rankings are down:
A few of these issues above could also be responsible for this situation, but usually, issues like the below are to blame:
Now that you have done your research and made your hypotheses, it’s time to make some changes. Here’s a quick overview of how to address each of the above problems.
Addressing Specific Underperforming Pages:
SEO isn’t an exact science, but these tips should help you diagnose your pages that aren’t performing well. Be sure to keep an eye on algorithm updates and SEO news on an ongoing basis to keep updated on why pages may be ranking poorly.
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