As a website owner or administrator, you would undoubtedly feel worried if the site fails to get good rankings for focus keywords. Your SEO Efforts can rank your website easily.
No doubt, your SEO services team takes all the efforts and perhaps, follows best practices. However, at times, campaigns fail to show expected results due to factors that remain ignored. You can easily control them.
Here is a look at issues that negatively impact the search engine optimization initiatives:
Consequences of Page Experience Update
Backlinks, mobile experience, and keyword optimization are crucial. However, let’s not forget Google gives equal importance to the on-page experience. The Page Experience Update happens to be one step in the same direction.
Google’s Page Experience Update rollout happened between June and September this year.
The following factors determine the overall Page Experience:
- Safe browsing experience
- No intrusives (Ensuring there are no intrusive pop-up ads)
- The value of core web vitals
Google has been giving early warnings about these signals since last year. Thus, several websites ensured they had these elements in place before the update rolled out.
Do web pages take more than 2.5 seconds to load? Do elements in your website theme suddenly shift while loading? Do some features on your website fail to load correctly on mobile devices? Did your website slowly lose traffic between July and August? If so, it can be due to core web vitals as per Google’s John Muller.
What’s the solution?
Let your digital marketing services provider check these elements to ensure everything is in order.
Bad quality link penalties
You certainly believe in following the best link-building practices. However, one of the blogs that your site has a backlink from can be indulging in spammy strategies. If Google penalizes the blog, even your website can feel the heat.
Any website that participates in a link scheme or uses links for manipulating PageRank is liable to face a penalty.
Your website may end up witnessing traffic loss if an incoming or outgoing link from the site is involved in a violation. Thus, the best way to avoid penalties is by developing high-quality link-building strategies.
Here’s a quick fix for link building:
- Develop superb-quality content for your blog to attract high-quality links.
- Choose a genuine PR agency to get featured in reputed website news articles or online content.
- Use link-building tools to detect issues in outgoing and incoming links.
- Always fix broken links as soon as you know about them.
Absence of HTTPS
Yes, despite being a part of Page Update, the factor deserves a special mention.
HTTPS protocol is crucial for making your website secure for visitors. Besides excellent user experience, the communication protocol helps in boosting ratings.
Google is slowly making HTTPS a part of the overall user experience. At present, more than 50 percent of websites worldwide use the same.
Problems in E-A-T
YMYL (Your Money Your Life) topics can impact an individual’s quality of life. The first update in this line was the “medic” update in August 2018.
If your website belongs to this category, you need to take steps and demonstrate E-A-T.
E-A-T or expertise, authority, and trustworthiness factor is a part of Google’s Quality Rater Guidelines.
If your website offers medical, legal, financial, or news content, Google considers it a YMYL site. Even e-commerce pages fall under the same category.
Websites in this category must ensure authors have the knowledge, experience, and a professional reputation. The content provided in various forms needs to be accurate.
You might wonder, is E-A-T considered as a ranking factor? Well, the answer is complicated.
Google has not clearly defined it. However, there have been instances in which websites offering contradictory information to WebMD and NHS have lost rankings.
Here’s how you can improve the E-A-T factor:
- Build high-quality links.
- Ensure facts and figures are accurate in the content.
- Let your audiences post more reviews about the site.
- Hire industry experts to write blogs for you.
- Let your team members and guest bloggers flash credentials.
- Ensure your organization has a Wikipedia page.
- Mention contact details and names of team members on the “About US” page.
Effects of Google search algorithm update
Google constantly makes changes in algorithms. The search giant is open about some while maintaining secrecy on others. Site rankings do get negatively impacted due to these changes.
Your SEO team can troubleshoot, investigate the update and suggest possible fixes.
The best way to protect your site from algorithm changes is by including cross channel marketing strategy for traffic.
Recently made changes in the website
Traffic and rankings come after years of hard work. You certainly don’t want to lose them due to minor changes or redesigning parts of your websites.
Yes, website changes can prove to be one of the reasons behind traffic loss.
There are ways to ensure your rankings do not hurt.
Here’s a quick look at steps that can help avert damage:
- Check and rework the link structure for your inbound links after launching a new version of your site.
- Use design SEO as a part of redesigning strategy.
- Ensure 301 redirects are mapped out correctly.
- Create a new sitemap.
- Add analytics tracking code.
Duplicate, keyword-stuffed or thin content
Websites with duplicate, thin, or keyword-stuffed content might have a short success story. However, they can face action at any point.
You might wonder, what’s thin content?
If your content does not address the topic or merely touches the same, it’s thin.
As the name suggests, unnaturally adding keywords in the content is keywords stuffing. Such blogs or articles do not serve the purpose of helping the readers. Even Google’s bots devalue the content due to over-optimization.
The content appears spam and hampers your image in front of visitors. You don’t want your prospective customers to walk away with a wrong impression about your business, do you?
Duplicate content on various pages can result in the same consequences.
Your business might have multiple websites catering to different locations. If they have the same content, Google might rank either one or neither of them.
Issues in the website structure
Your website structure, including how various pages are linked, can impact SEO efforts more than you think.
The interlinking between various parts or pages of the website is crawl ability. Search engine robots can crawl multiple areas on the websites if the site is crawlable.
All the pages on your website must have internal linking creating a bridge from one part of the site to the other. Don’t leave any dead ends or pages without internal linking.
Ensure there are schema, breadcrumbs, and other data formats. Keep track of Google crawl budget to be on the safer side.
Even the URL structure should be easy to read for users and search engines. URLs should also feature target keywords.
A quick look at other aspects that can slowly impact your SEO efforts:
Failing to optimize images and other on-page elements
The website serves irrelevant and intrusive pop-up ads
Excessive widgets, graphics, animations
Your content and search engine optimization teams need to work with web developers to sort out these issues. If you need an opinion from third-party experts, you can always choose a reputed digital marketing company and opt for a technical audit.