Most web pages don’t rank well in Google search results, and that’s not unusual. The majority of URLs are simply not optimized for search. However, many websites do implement SEO best practices and still struggle to rank. This article will explore the common reasons why your content may not be appearing on Google’s first page, despite your efforts.
Understanding SEO Success
Achieving success with search engine optimization (SEO) can be likened to rowing a boat. You can pay for traffic through methods like PPC advertising (putting gas in the tank), or you can earn it organically through channels like email and social media (rowing the boat). When SEO is done effectively, search can become a passive source of traffic, attracting visitors over time with minimal ongoing effort. Each page has the potential to “catch the wind” and drive consistent traffic.
Fundamentally, SEO success is about creating pages that are optimized for specific keywords. While the entire website’s authority plays a role, individual pages are what actually rank on search engine results pages (SERPs). Publishing more search-optimized pages can increase overall website traffic and strengthen brand awareness.
To achieve sustainable SEO success, there are several key principles to consider:
1. Understanding user intent across the sales funnel: Visitor goals can range from informational to commercial, so it’s crucial to tailor content to address their needs at each stage.
2. Site mapping and targeted page creation: The homepage often targets navigational queries, while deeper pages can target various long-tail keywords.
3. Aligning SEO and user experience (UX): SEO and UX are separate considerations, and not everything needs to appear in the main navigation.
4. Matching content to user intent: Examining search results can help determine the dominant intent behind a query and shape your content strategy accordingly.
5. Evaluating URL-level factors: Page-level ranking signals are more important than site-level metrics.
6. Building authority and relevance: High-quality backlinks from authoritative sites are more valuable than quantity.
7. Assessing keyword difficulty: Comparing a keyword’s competitiveness to your website’s authority can help determine if it’s worth targeting.
The 5 Reasons Why Your Page Won’t Rank Top 10
1. You’re not targeting the right keyphrase: If your content doesn’t focus on the specific keyword you’re trying to rank for, it’s unlikely to perform well in search. Ensure your page is tailored to the target keyword and effectively communicates its relevance.
2. The keyword is too competitive: Highly competitive keywords are difficult to rank for, especially if your website lacks authority. Use keyword difficulty tools to assess the risks and consider targeting less competitive, long-tail phrases instead.
3. The page isn’t that relevant: Relevance is crucial for search rankings. If your content doesn’t align well with user intent or fails to comprehensively cover the topic, it may be seen as less relevant than competing pages.
4. Visitors don’t like your page: Unfavorable user interaction signals, such as high bounce rates, short dwell times, and “pogosticking” (quickly returning to the SERP), can negatively impact your rankings. Focus on improving the user experience to keep visitors engaged.
5. You only wrote it once: Search engines favor fresh, up-to-date content. If your page remains static, it may be outranked by newer, more frequently updated content on the same topic. Regularly revise and expand your content to maintain relevance.
The Mindset of a High-Ranking SEO
The mindset of a successful SEO professional involves strategically enhancing search visibility for the highest-ranking websites. This includes effectively using keywords, optimizing user engagement, maintaining content freshness, earning quality backlinks, and continuously analyzing and adapting their strategies.
This long-term, patient approach is essential for achieving improved rankings over time. To assess your chances of ranking, ask yourself:
1. Do I have a page that is entirely focused on the target topic?
2. Is the keyword realistically within my reach based on the competition?
3. Is the page comprehensive, visually appealing, and one of the best resources on the internet for that topic?
4. Has the page been updated to better indicate its relevance based on search performance?
If you can’t answer “yes” to each of these questions, you may need to reevaluate your approach. While ranking for every industry-specific search term may not be feasible, securing high rankings for crucial keywords on key pages can significantly contribute to the organic growth of your business.
Remember, ranking alone does not directly translate to revenue. Your perspective should extend beyond rankings and focus on driving clicks, engaged visitors, and leads that contribute to tangible business results.