Today, it’s pretty hard to find a business without an online presence. Having an online presence for any business is the current standard because the Internet offers broader exposure, potentially increasing sales.
To establish an online presence, a company must be visible on search engine results pages (SERPs). Thanks in part to search engine optimization (SEO), this is made possible. However, many people don’t know that other factors come into play regarding ranking on search results.
In this article, we list down possibilities why your website is not ranking the way you want. Read on below to learn more.
Knowing Where You Rank
Websites at the top of SERPs receive an average of 36.4 percent of clicks using the relevant keyword (more on that later). As for the next page on the same SERP, it will get approximately 65.68 percent fewer clicks. For the third page, a 73.86 percent loss of traffic will be obtained. These are all considerable drops and can hinder your website from thriving in the digital space.
Apart from visibility, keyword research is also something that factors in SERP ranking. Keyword research is vital to your digital marketing efforts’ success because it will tell you which keywords can bring in the right audiences.
Think about it this way: users type specific phrases to help with their problems, and you will be helping them if your website contains keywords specifically related to their queries. By conducting continuous keyword research, you’re essentially increasing the chances of users going to your website because you get the right kind of information.
If you think you’ve already got SEO covered, then the reason you’re not ranking well is any of the following:
#1 – Your Site Is Too Slow
The first and foremost reason why a website doesn’t rank is because of slow loading times. Slow website loading time is an annoyance for any user—and if they experience it with your website, you’ll be looking at zero engagements.
Google currently views user experience (UX) as a major ranking factor. The most recent update to the Google algorithm, known as Web Core Vitals, will identify a website’s speed. If a website is lacking, then ranking isn’t guaranteed no matter how good a website’s content is, even if relevant keywords are used.
If you’re trying to find out the acceptable amount of speed for a website, that will be a little tricky to answer because you need to understand two perspectives first: Google’s and the user’s. For users, a website must load in no less than 4 seconds. On the other hand, Google measures speed from the starting point when the website’s page is “called” by a user to the point where the content itself is loaded. This is also known as the Largest Contentful Paint (LCP), and Google expects this to happen in 2.5 seconds or less.
#2 – Your Website Is Not Mobile Friendly
Mobile-friendliness is just as important because Google now sees it as a ranking factor since many Internet users now use mobile devices to conduct searches.
The main factor that considers mobile-friendliness is user experience. If they have a terrible experience with your website’s mobile version, they’ll leave and might never return to your site in the future.
#3 – Your Website Isn’t Considered as an Authority
Google is always on the lookout for websites with fresh, original content. The content in question must also be of substance to users. This is referred to as content quality, but it can be pretty tricky to determine the quality in the first place.
One such example is duplicating content from another website. This is known as a duplicate content penalty, and it can put your chances of ranking in jeopardy apart from stealing someone else’s content.
In essence, domain or website authority evaluates a website’s content to determine the level of credibility being exhibited on a website for a specific topic. In other words, the more you know about a particular topic and the more you post updates about it, the more of an authority you are on that subject.
A website’s ranking can make or break a website’s performance and, by extension, the company itself. If a company fails to attract customers, then it can only lead to the business’ downfall. Ranking in search engines is crucial for any website, so you need to fix the problems if you do not see positive results.
NESMA Group is a brand marketing agency that provides top-quality services for digital marketing. We believe that a company website is an effective marketing tool as long as it’s optimized, which is why we also offer other services such as email marketing, social media marketing, and web development. Contact us today to learn more.