What Should You Do about That?
Do you find your content on the third or fourth page of Google results? We’ll explain to you some of the reasons that your content isn’t ranking – and even better, what you can do to help improve its ranking.
To understand why your content isn’t ranking, it’s helpful to understand how content is being ranked first. This should give you an insight on how Google search results work.
Google Analytics Service
In November 2005, Google launched its Google Analytics service. It changed how content creation, ranking, and marketing works. The service was integrated with Google Adwords, an online platform for advertisers.
These tools revolutionized online marketing and content creation. New concepts such as SEO (Search Engine Optimization) and Google rankings made its way into the digital marketing world.
Google analytics is the main tool to give insights to online users for what’s searched on online. It became a treasured tool for marketers to explore the demand of people and what they look for online.
Consequently, digital marketing agencies can use these information to understand the demand of the market and find an answer for it.
What Is Content Ranking?
Content ranking is an index to the positioning of your content in search results pages. Naturally, Google users—unless they are thorough researchers—tend to get their results from the first page.
Naturally, this makes the following a fact: the earlier your content makes it in search results, the better.
Content writers and advertisers use a myriad of techniques in order to ensure that the marketed content is ranked higher.
Digital marketers use a lot of the online tools and experiences to optimize the content to make it to the highest organic rank possible.
Difference between Organic and Paid Search Results
Organic Search Results
Organic search results employs the use of SEO and digital marketing techniques to ensure that the advertised content makes it high as possible in the search results. Organic, or natural content ranking, relies on exploiting the search engine algorithms. This compels it to display the content in the first page when the topic of the content is searched for online.
Paid Search Results
Paid search results, on the other hand, bypasses the algorithm to allow search results to show on the search engine on the first page regardless of the SEO ranking. In short, the digital marketer pays for the content to be displayed as a form of advertisement disregarding SEO ranking.
SEO and Content
Writing content is relatively easy. Aside from the technical capacities for writers, it’s easy to write on social media, blogs and, similar services.
However, making this content visible for exposure on Google search results makes all the difference for highly ranked content.
SEO is short for search engine optimization: a process in which the content is optimized for search engines such as Google, Bing, Yahoo, etc.
The SEO process focuses on tweaking content to change its content ranking in search engines, making it score hits in the Google search results and other engines organically. The main goal of SEO techniques is to reach these ranking in an organic manner, without the need to pay for sponsorship.
Does SEO Matter?
It cannot be denied that quality of the content provided is of great importance.
However, a lot of good content without the properly optimized SEO can get lost in the sidetracks of the internet. Efficient content should be prone to a proper digital marketing process, investing in both the content’s quality and SEO alike.
SEO raises the ranks of how early your content shows in search engines when looked for with relatively no paid cost, unlike paid search results.
Additionally, SEO provides exposure of your content to new followers and people who may become interested in your content.
The higher the clicks and traffic on your website, the higher your content is ranking. Higher content ranking means a higher—or earlier—spot in Google search results.
Therefore, we can conclude that neglecting SEO techniques can lead to waste the effort of embellishing great content, a point emphasizing the importance of SEO.
Why Your Content Isn’t Ranking? And How to Fix That?
If you provide quality content but still doesn’t hit high in content ranking, you might want to consider the following:
The issue: You Are Not Using Enough Backlinks
Backlinks are source links that are embedded in your content, helping readers to refer to further information or elaborate on them.
Backlinks—such as this one—are great for higher indexing rate of content ranking. They are useful because not only they enhance the content and the information provided by it, but it also increases your exposure, as well.
Backlinked content in other related media increases recognition of your content. In turn, it provides a higher recognition of your content ranking.
Backlinks are great for increasing your organic rankings and can be considered as a form of indirect affiliate marketing.
How to Fix That?
Try researching your topics more and provide in depths knowledge. Having backlinks in your own article from credible sources can help to harness a good database of trusting followers.
Readers prefer content that doesn’t just aim to grab their attention without any real merit. Many readers complain that they wasted a couple of minutes of their time over some clickbait. This can begin to leave a negative stigma on your website.
The Issue: A Change in the Search Engine’s Algorithm
Sometimes, the search engine’s algorithm can be be updated and such updates overlook some technical SEO and metadata. Try to contact your search engine’ support and make sure that you check with them that your content and metadata are working fine with the tool.
How to Fix That?
Follow up with your search engines’ developers. Most search engines, like Google, have a developer blog or Facebook page, any viable source from wherein you can check if there is an issue with the algorithm and how to rectify it for your website to avoid losing your momentum.
The Issue: A High Bounce Rate
Once you check that your SEO and data are online and the algorithm is considering them properly, you may find that the ranking is still the same. So you’re still asking, ‘why isn’t my content ranking?’.
But what’s bounce rate? Bounce rate means that someone clicked on the link leading to your website to read the article and this led to one of three things:
1-The page took too long to load and they just closed it out of losing interest in pursuing the article any further.
2-They felt the title was misleading, a clickbait, and opted to close the site.
3-The introduction made them lose interest and opted to pursue the article no further.
Since the technicalities are taken care off, it should be a good time to review the writing style and approach and try to incorporate the keyword more often. However, don’t overuse it or this may lead Google to penalise you for deliberately over-densing your content.
On another note, a high bounce rate can be the result of the page taking too long to load. It’s a safe practice to assume that the larger portion of consumers of your content are doing so from a mobile. Try using less interactive pictures or ones that won’t heavily increase the site’s loading time.
How to Fix That?
Bounce rate can be an indicator of the quality of the content or its coherence. Basically, the more your site harnesses higher bounce rates, the more this indicates there is an issue with your content.
Some website do indeed provide quality content, but the editing or grammatical mistakes—especially if early in the text—can lead to act as a repulsive trait for the average reader.
To fix that, you have to:
1- Properly outline your content. Make sure that it can fit into a coherent, subsequent table of contents.
2- Regularly audit your content and make sure it’s of viable quality.
3- If it’s possible to have readers or client’s feedback, assess it thoroughly and make sure that valid points are applied to your content, even in hindsight with an editor’s note. Readers respect content makers that respect their time and intelligence.
Your content can be of very high quality and informative. However, without optimizing your content for search engine, it’s bound to fall within the cracks of the internet.
Think of it as a really large book. Your readers and customers keep looking for stuff on the internet that answers their questions and an overflux of results swarm on their monitors or mobiles. Naturally, they’re inclined to click on the first results showing up in their browsers. No one likes to waste too much time searching for something on the internet.
Without properly optimizing your website for the internet search engines, it won’t show up in any search results. Search engines works according to an algorithm that seeks the keyword and connects it with the search topic. Naturally, the more dense—appropriately dense—the keyword, the more it gains priority to show up in search engines’ searches.
How to Fix That?
Most blogging domains and social media allow the use of tags or hashtags. A hashtag is a pound sign (#) word followed by a word that acts as a keyword within the text. Next, try to incorporate the keyword within the text at least five times for every 1000 word you write. Optimizing your content for search engines is basically embellishing it.
If you are wondering why your content isn’t ranking, it may be because the readers aren’t engaged with it or capable of relating to it. Try to make the content more engaging and tend to the coherence aspect of it.
The Issue: You Are Not Updating Your Site Regularly
Google claims that your domain’s age doesn’t affect the search results’ rankings. However, it’s no secret that post’s dates do. If your posts aren’t renewed and you don’t produce content regularly, you are bound to fall back behind others.
Nowadays creating content on the internet, visual, written, or both is relatively easy and quick. The slower you cover those cyber miles, the slower you will rank on search engines.
How to Fix That?
Try to maintain an editorial calendar if your website is of a blog format, even if you work alone. Having a schedule will give you a sense of how far behind you are falling and should act as an incentive to how you should catch up to the missing content that should put you back into the ranks.
Also, make sure that your technical SEO is up-to-date and compiled with the latest upgrades of the algorithm because this is may be the main reason why your content isn’t ranking, even though it’s properly presented and indexed.
The Issue: Google May Be Penalising Your Site
SEO companies are now widely spread across the internet. A SEO malpractice maybe why your content isn’t ranking in search engines.
If you are collaborating with a shady SEO company, it’s bound that they may have used one of the various SEO illegal techniques to boost your ranking and Google’s algorithm penalized your site.
Yet, some of these techniques can happen by mistake or inexperience. For example, most of those common issues is over-densing your content with your content’s keyword or social media automation overuse, thus spamming content in social media.
Though it may be intentional, as from inexperience or ignorance of the issue, the Google algorithm can execute extreme prejudice in such a situation.
How to Fix That?
The safest step is to read more about SEO as much as you can. If SEO optimization is outsourced to other parties, whether a staff of employees or a SEO company, ensure that they are properly educated and integral when it comes to optimizing your content lest your efforts to build up your site go to waste.
SEO is still a relatively new concept. Due to the changes in indexing algorithms of search engines, it’s always dynamic and updated.
To keep you content ranking well in search engines, you should keep tending to the current issues and those that might come up in the future to ensure that your content gets the recognition it deserves. Sometimes, people do judge the book from its cover, and search engines are no different.