Coming up with a viable SEO strategy isn’t easy because there are so many factors influencing your website rankings. However, if these rankings are not stable, then it could very well be that you are doing something wrong.
There are at least 13 reasons for unstable rankings of Australian websites, so go through every one of them.
Could it be the quality of the content?
At first, web designers and business owners put a lot of effort into creating engaging and original content. This results in a lot of organic traffic, countless leads, and pretty decent sales.
However, as time goes by, you start paying all sorts of folks pocket money to write articles, and the quality of the content rapidly goes down.
The same goes both for written and visual content. From messy infographics to naïve promo videos, poor-quality content will cause your ranking to fluctuate.
In the third decade of the 21st century, no visitor will wait long for a page to open. Site speed has a huge impact on SEO rankings, so ensure that speed is at least the same as your competitors’.
This factor isn’t as important as content quality, but it still plays a role in rankings, especially now, when mobile browsing has grown in popularity.
The optimal wait time before users start losing their patience of around 2 seconds, so try not to exceed this limit. If you look a bit online, you’ll find site speed tools to optimize website speed for SEO.
404 not found
Apart from slow speed, another thing that can upset visitors, causing your rankings to plummet, is broken links or blocked pages/content. This often occurs when a user finds a page on your website that they like and click on it, but the website doesn’t allow Google to crawl it.
In other cases, a poorly designed website actually blocks Google from crawling a page, so potential shoppers are left disappointed.
Contrary to not finding a page or blocking it, search engines confuse when they face duplicate content. Google cannot distinguish the primary version from the duplicate, so the primary link’s value becomes fragmented.
There are two main types of duplication. Internal duplication occurs when the same piece of primary content is located on several URLs on the same website. External duplication is when the same thing happens across websites.
External duplication occurs when a website is scraped when Google notices that web admins are trying to disseminate the same content across several websites. When websites operating under distribution models place the same product description on all websites of the reseller.
Not enough inbound links
Links on websites are like gold nuggets, and marketers are the miners. The value of this SEO gold has increased over the years, as despite its changing algorithms, Google still values high-quality links a lot. However, these links are found outside of your website but inside it as well.
Namely, by building a trustworthy platform, you are increasing your links’ value, making them authoritative and relevant. This way, backlinking is a great way to generate stable rankings without overworking, as you need great content on your website.
Don’t leave major gaps in content.
Speaking of content quality once more, it should be all-encompassing in the sense that it shouldn’t have too many semantic gaps. When business owners wish to promote certain topics and keywords, they neglect other, very much relevant topics.
This leaves inorganic gapping whole in website content that both users and Google will notice, lowering your rankings as a result. One way to resolve this issue is to have primary and secondary keywords.
You can continue working as you did with primary keywords but be sure to write a blog or two using secondary keywords. This way, you will add diversity to your content, drawing in more visitors.
What is your website’s design experience?
The best way to increase website traffic is to amaze people with your web platform. This is harder than it sounds, as a lot of effort goes into web design. From mobile accessibility to great SEO, you have to cover many aspects of website design.
First and foremost, you should hire a web design agency (preferably a local one) to help you develop a strategy for your website design. For example, it should be fairly easy finding people to help you with web design in Sydney as the city is a thriving IT hub.
Furthermore, the strategy you come up with with the design team should be implemented. This phase includes devising a content strategy, as well as on-site SEO optimization. The best way to tell that you did a good job with the website’s design experience is stable rankings.
Content optimization is the holy grail of increasing traffic and generating leads. We do not doubt that you have mastered SEO, but traffic can drop if you have failed to honor the basics.
For instance, the target keyword should be inside the title tag, and the target keyword should be used consistently across and throughout web pages.
Another snare of content optimization is overdoing it. For instance, if you add the keyword once, Google will rank you high, but if you keep mentioning the keyword time and time again, your rankings will drop.
Never let it slip your mind that the overuse of keywords should never jeopardize the readability of content. From blogs to product pages, get someone to proofread all content that went through search engine optimization.
Who is doing your SEO?
For larger enterprises, SEO outsourcing is both common and necessary. However, it would be best to search far and wide for an SEO company that will guarantee success. Of course, it seems logical to look for a Sydney-based marketing agency, but the whole world is a playground; why not search abroad?
A word of advice would be not to use the marketing agency’s final price as the determining factor. Namely, poor SEO can hurt more than your business’ digital presence. Brand reputation and even data security can be tarnished if you hire dubious SEO experts.
What are your competitors doing?
Establishing a solid online presence in the form of high ranking is a great way to attract new buyers. However, you’re not the only fish in the pond, so always keep one eye open to see what your competitors are doing.
They, too, have up online platforms and are coming up with engaging content, so you need to keep up with the latest industry trends to stay typical. From novel visuals to launching new products, your brands need to create a buzz that will increase organic traffic.
Once people start liking and sharing your brand, Google will notice this hype in a snowball effect and raise your rankings. However, such success comes after coming on top of a battle for crucial keywords online.
There is such a thing as negative SEO
We have mentioned earlier how incompetent SEO “experts” can set you back. In this sense, there is such a thing as negative SEO that will lower your rankings. For example, the aforementioned competitors can create numerous exact matches and link them to low-quality websites.
Of course, Google’s engineers are hard at work to prevent these scenarios from happening but should nevertheless be on the lookout for instances of negative SEO. Even fake reviews can hurt your business and online traffic.
Poor link building
Another sign and consequence of poor SEO is bad link building. The craft is pretty simple: generate great content and market it accordingly. If you go cheap on creating moving content or fail to do the marketing homework, link building will drag down the website’s rankings and store sales.
Poor link building is a serious matter, as it has the potential to destroy your rankings permanently. Don’t think that you can get away with it. You’re not and never will be smarter than Google’s team of engineers.
SEO with an accent on boosting traffic requires a long-term strategy that involves expert link building. Manipulation and taking shortcuts is not looked upon kindly by search engines, so try to restrain from such practices.
Has your website been hacked?
Not all hackers are the same, nor do they use the same viruses. When your website goes down for reasons other than maintenance, then you can be pretty sure it’s under attack. However, crooks sometimes wish to kidnap your website for their own personal gain.
Luckily, as they use your web platform for their dirty work, they take little care about SEO. This should give you enough time to notice that your website had been hacked. Some of the most common signs include the website redirecting to a spammy website, and you receive a caution from Google.
Website rankings that aren’t stable are indicative of a shortcoming in your SEO strategy. There are at least 13 reasons why your rankings are faltering, and you should carefully scrutinize each of them. This way, you can pinpoint the problem to duplicate content or website speed and resolve the issue right away.