#1 Bad Content
Google, and other search engines, want to be sure that your site will be the best possible resource for a user who enters a keyword or query. The number one way search engines can verify that your site supports the searcher intent is through site content. It is not enough to simply mention a keyword or query, your page should provide any important information that relates to it. Often referred to as “thin content”, pages that offer little value to users will never earn the site higher rankings.
How do I fix this?
Start with your most important pages, and assign each page a target keyword or the most important keyword for that page. Next, work to understand what a user is looking for when they search for that target keyword. Once you have determined the search intent behind the keyword, build out the content on the page.
For example, the keyword “Best Hiking Shoes” is most likely for someone who is looking to browse through a selection of hiking shoes and potentially make a purchase. This user needs product reviews and reasons why the available products are the best. However, the query “What are the best hiking shoes?” is someone looking for more information, not someone who is ready to make a purchase. To support the second query, the page should mention brands, terrain, climate, and anything that would be beneficial to the searcher.
#2 Old Content
Every single industry is always evolving; no business, product, or service is ever staying exactly the same. Similarly, the way in which people search is always changing as well which means if you are not updating your content to support the current ways people search, your average position will suffer.
Furthermore, as mentioned above, search engines want to make sure they provide searchers with the best possible resource which means outdated information will not make the cut. If you have not updated the content on your website within the past year, your rankings are absolutely suffering.
How do I fix this?
Scan through all pages, and look for older copy that needs a refresh and update it. To ensure your site supports the latest keyword trends, do some keyword research to understand if your target keywords need some fine-tuning. If you are interested in having Anvil’s expert SEO team support your website with keyword research, contact us today.
#3 Slow Page Speed
These days, people want their needs met as quickly and painlessly as possible. The more work a user has to do, the longer a user has to wait, the less successful your website will be. The ultimate goal with page speed is to have your web pages load as quickly as possible. Seconds can make all the difference in both your organic rankings and your ability to earn conversions.
How do I fix this?
Run your web pages through Google’s PageSpeed Insights tool to not only see current performance results but to get a clear understanding of what to improve. The report will show you the exact elements that are negatively impacting site speeds along with instructions on how to improve them. Oftentimes, large images, third-party code, and WordPress plugins are the most common site elements that affect site speeds. Once you know what to fix, you or your developer can implement the changes.
#4 Poor Site Structure
Site structure is a critical component to a successful SEO strategy. An organized site structure allows search engine crawlers to easily crawl through the site. Additionally, a website structure helps to communicate which pages of the site are most important. The image below demonstrates an ideal, organized site structure.
How do I fix this?
Map out your site according to an ideal structure, and assign URLs accordingly. For any pages with new URLs, ensure to issue proper 301 redirects.
#5 Out-Played by Competition
SEO efforts should never stop because there is always a site or competitor who is looking to earn the top rankings. If your site is not earning higher rankings, it could just mean that another site is doing a better job whether the content is stronger and the user experience is better.
How do I fix this?
Regularly monitor the rankings of your competition. If their rankings have improved, look at their site to see what they are doing. Take what your competition is doing and do it better.
If you are looking to get SEO guidance and support for your website, Anvil’s SEO team is here to help. Our strategic approach begins with an exhaustive site review, competitor research, and the development of a custom SEO plan based on the findings. Contact Anvil today for a free audit.