A Guide to Fixing an SEO Ranking Drop
Reading Time: 7 minutes
Keeping your SEO (search engine optimization) ranking high, making amends to a drop, and preventing future drops requires consistent and accurate maintenance. You must keep on top of how your site is performing to know whether or not you have had a drop in your rankings and your traffic as a result in the first place. If you do not perform regular and thorough audit checks, your site could be slipping down the SEO rankings without your knowledge, and this can be detrimental to the traffic driven to your website, your site’s performance, and your business overall.
If you complete a check and find that your SEO ranking has decreased in recent performance, it’s time that you implemented a new and improved SEO campaign to your site to keep it up-to-date and running successfully.
What happens if my SEO ranking drops?
If your SEO ranking drops, the traffic to your site will decrease because it no longer appears within the top search results on Google. Your customers won’t be able to find your website as easily anymore. To put it simply, if your SEO ranking drops, your site’s position could fall back to the second page of search results or even further, and your competitors may well take your place.
A ranking drop is detrimental to the performance of your site, which means, of course, you want to avoid it at all costs.
If you find that your SEO strategy isn’t performing at its best as it did a few months ago and you have had a drop in rankings as a result, you must fix your content strategy as soon as possible to return to your previous ranking.
You should remember that it is not the end of your site and your business if your ranking drops. It can be fixed with a new plan that fits your site better as it stands today. You should, however, move quickly to optimize your site as soon as possible. After all, every second that your site is on the second page of Google search results is a second wasted.
Enlisting the help of an expert SEO management company can help boost your ranking. You should make designing your new working SEO plan your priority.
1. Conduct a Thorough Audit Check
If you know that your ranking has decreased, you most likely have already completed an audit check, but it is important that you are thorough and investigate exactly which elements of your current campaign need working on, which are performing well, and which need to be scrapped and reimagined altogether.
Go through the results of your audit check with a pen in hand, focusing on details and your biggest liabilities. The issues range from site to site and from strategy to strategy. Don’t leave a stone unturned. There could be an element of your strategy that you are overlooking, and this could be your biggest issue.
Analyzing the results of your audit check will immediately give you the details of your site’s performance and give you a clear idea of where to start changing up your SEO plan. It’s essential that you know the root causes of your ranking drop so that you can tackle the issue at the source and make improvements where they are needed; SEO management services can help you find these issues.
It can be overwhelming to see the drive of traffic to your site fall with no feasible reason that you can see. Analyzing your audit will provide you with the answers you are initially looking for, but it also vital that you consistently conduct audit checks so that you can keep track of your site’s progress, performance, and any issues that may arise.
2. Consult a Professional
Every smart online content creator who manages a website is optimizing their site for SEO, including your competitors. It is difficult to make your content stand out within the rankings when the internet is saturated with many others trying to achieve the same thing. Your strategy may be sound, but so are many, many other competitors. Yours needs to be outstanding.
Reach out to an SEO management company. SEO experts will be able to assist you in designing a new SEO campaign that works strategically for your business and for your customers and will stand out further in results pages than your competitors. For a small, independent business, conducting your own SEO strategies can work wonders, but when your business is on a larger scale, it is greatly beneficial to have professionals on hand who will be able to optimize your campaigns for consistent and proven success. Obtaining an outsider’s perspective of how your site is performing and on your current strategy is also incredibly useful. Experts will be able to provide you with invaluable advice on SEO plans that you can implement across your site for further success.
3. Research Current Trends
Even if your business is rooted in traditions and consistency, it is essential that you research relevant trends, news topics, and events that are associated with your business and with SEO.
The algorithms within which SEO works are secretive, but you have the resources to discover what is currently trending and pulling in traffic, regarding your business. Trends are continually changing, and so are the keywords which customers use to search on search engines. The keywords which you are using in your SEO strategy may have become tired or replaced with a new term that is more popular. It is integral to the success of your optimization that you regularly update and refresh your content to maintain its relevance within the search engine.
If your content has become stale, the algorithm will pick up on this. Your site must be regularly updated to keep up with current trends, and the failure to do this can result in a fall in SEO rankings. If this is your issue, then it is an easy fix, but you must keep on top of it to prevent it from occurring again.
4. Update Regularly
If Google’s algorithm notices that your site has not had an update for a few months or more, it is going to recognize it as inactive, and therefore, it is not SEO-friendly, and it is a common reason for your SEO ranking to drop. Your current content may be perfectly optimized, but other content has been posted after it and will cause it to fall in the overall rankings. No matter how expertly crafted your strategy is, it will not work if it is only implemented once and then becomes stagnant. The internet and SEO are constantly growing and evolving, and your site and campaign need to be able to keep up with this.
Most sites, no matter the business, topic, theme, or industry, have a blog that is updated regularly with relevant content. If your site has a blog, but it falls to the backburner because you figure that you have other pressing responsibilities, then this could be factoring into your SEO ranking drop. Having a relevant, regularly updated blog can greatly improve your SEO, but it is imperative that is maintained, just as the rest of your site is. It is a great outlet for new stories and topics that relate to your business that SEO can easily be incorporated into. Even if a customer is not searching for a product or service, they could be searching for a story and be linked to your company’s blog.
If you have product or service descriptions on your site, it is also important that these are updated and refreshed at least semi-regularly, especially if they include timed content, like a yearly collection. Having content which states the product or service was released ‘this year,’ but it is now last year, will not reflect well on your SEO performance. Instead, update this type of copy to include specific dates. ‘Fall 2018’ sounds much better than ‘last fall’ and will be picked up on more search results.
Regularly updating the content in your SEO strategy is all part of site maintenance that should be consistently undertaken to prevent or reverse a drop in rankings.
5. Implement a New Strategy
The result of an SEO campaign informs how you should move forward with your business. If it is successful and drives more traffic to your site, you should maintain this strategy and keep track of its performance in case there are any changes. If it is unsuccessful and results in a drop in SEO rankings, then ultimately you must reconsider your current plan and adapt it or create a new one that fits your business better.
Before you dive into a new campaign, conduct research on your competitors’ sites, and evaluate how your strategy compares. If your strategy is following the same, safe rules, then perhaps it is time to break out and try a different approach to SEO that will allow your site to flourish and regain its high-ranking spot. It can be difficult to get your SEO to work effectively for your business if it follows a similar pattern to a bigger or already well-established business, so it is essential that your site has at least a few elements, as part of a new campaign, that makes it unique to others in the same field.
6. Check if Google Has Updated
Sometimes, a drop in SEO ranking may not be the fault of your site or your content strategy; it can often be the result of Google updating the way their site operates and therefore impacting how SEO operates on their site. If their algorithm changes, this can greatly impact how your site performs, and it is out of your control since you do not know when they are going to make these changes.
With this in mind, it’s important that you regularly monitor how your site runs normally so you can compare it to a sudden change. It’s also important that you check if Google has made any changes recently. If they have, it is in your best interest to consult an SEO professional who will be able to direct you on how best to alter your content to adapt to the new changes. If you aren’t an expert yourself, it can be challenging to know how these Google updates affect your site and how you can adapt your site to them, so it is extremely beneficial to keep in contact with SEO experts and know some to reach out to.
Google is constantly updating, changing and evolving its site and algorithm just as you are updating yours, so you must remember that individual SEO campaigns are not permanent solutions to increase traffic to your site. They must constantly be updated, refreshed and maintained to keep up with the changing demands of Google and its users.
How Do I Maintain My Ranking After a Drop?
If you have successfully regained your ranking after a drop, you will naturally want to keep hold of that ranking for as long as possible. Maintaining a high SEO ranking requires all the same elements of first achieving that ranking. Unfortunately, with everchanging algorithms and the fast pace of the internet market, maintaining your high SEO ranking is just as much of a job as it was to achieve it. It’s imperative that you:
- Update and refresh your content
- Perform regular audit checks and implement any improvements needed
- Keep on top of trends, topics and news stories relevant to your business and add these to your content
- Keep an eye on Google’s algorithm
An SEO management company can and will be able to help you with these vital steps towards achieving and maintaining a high ranking; they are a valuable resource that you should take advantage of, especially if you find that your ranking is inconsistent and constantly up and down.
SEO campaigns are essential to your site’s success, and it can make or break whether your site gains engagement, and therefore sales, or not. You must be willing to keep up with new developments, updates, and changes if you want to create SEO campaigns that will continue to work for your business, even after a ranking drop.
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