Content not ranking on search pages? Let’s unlock the secrets.
In this resource, here is what we’re going to address.
- Possible reasons why your content is not ranking on search pages.
- Let’s learn how to fix ranking issues.
Let’s get started.
Content is not Ranking (Reasons and Solutions)
Search Intent
Search Intent – as described earlier, is the reason, objective, and purpose behind a search query.
Search intent shows, if a user is looking for informational content, wants to buy a product, navigate to a brand’s page, or proceeds to complete an action.
Key Point
If a page doesn’t address query’s search intent, Google wouldn’t rank the page. Simple. In simple words, search engines don’t rank a page if the page fails to address, explain, and solve users’ problems.
The Google SERPs show, what sites are struggling for rankings. There is a race, if you don’t do SEO right, your page wouldn’t rank, even if created a master piece of content.
What to do?
Pay attention to a query’s search intent, before you’ve created content.
Once you’ve addressed the angle, type, search intent, and nature of the content, you’re ready to proceed.
Here is what needs attention.
- For a subject, figure out, what type of content needs creation – informational, commercial, navigational, or transactional.
- Second, look at the content angle of ranking pages, such as How-To posts, List content, or case study.
In SEO, taking care of the search intent, if the most important maneuver. You should never overlook, remember.
Competition is High
Keyword competition refers to efforts required to rank for a keyword.
In simple words, the more a keyword is competitive, the more it is difficult to rank on search pages.
Key Point
The point is, if you’re struggling to rank for competitive keyword, you’re hoping in the dark.
In this case, your site’s authority is not enough to compete ranking candidates. Simple.
What to do?
Here is what needs your attention.
Remember, always find keywords your site can rank for on Search Pages. You just can’t target random topics, no doubt. In this scenario, the process of keywords should address, the keywords you find should be rank-able, relevant, and should convert readers into customers.
So, you should find and proceed to create content on easy-to-rank keywords – general rule of thumb.
Especially, if your site is new, you can’t target competitive topics.
To proceed, pay attention to the process of competition analysis. Yes, when researching relevant keywords, competition analysis helps you figure out, what topics your site can rank for easily.
Google hasn’t discovered your page Yet
Yet – Google doesn’t know if a new page on your site exists. You need to wait for Google. In simple words, we say – Google’s Bot hasn’t come to crawl a new page, yet. Well, it depends on Google. We can’t speed up the process.
Key Point
Google scans the Internet for new pages. No doubt.
We can’t define or change Google’s routine; however, we can feed up the process, so, positive changes can occur.
If Google Bot hasn’t crawled your site for new pages, yet, you wouldn’t see new pages crawled, indexed, or ranked. In this matter, Google hasn’t yet discovered if a site has been updated with new pages. Perfect.
What to do?
You should wait.
Second, here is what needs your attention.
- Make sure – you’ve submitted your new page to Google Search Console. It helps you tell Google, your site has a piece of new content.
- Interlink the new page from a page already getting organic traffic. It helps you speed up the crawling process.
If, the page is easy-to-rank, once the Google has crawled it, you can see possible rankings on search pages.
Ranking Deep
It happens.
Sometimes, search engines rank a new page deep on 5th, 7th, or 8th page.
If you’re expecting rankings on the 1st or 2nd page, you’re left frustrated.
Nothing has been lost, you need to be in the right direction. Simple. There is no rocket science.
Key Point
Search engines rank every page, at a place suitable for a new page.
In this case, obviously – a new page can’t be ranked for competitive topics, especially on the Google’s 1st page. In other conditions, even if the page is eligible, you’ve to wait for rankings.
The search page is a place for big fish. High authority sites use to rank for competitive keywords. You should keep this in mind.
What to do?
Look, see where search engines can rank your page on search pages.
In simple words, the level of a page helps you correctly address, where can search engines rank a new page.
Well, it depends site’s authority, age of a new page, and content quality.
So, what should you do, instead.
Take breath.
Google is not doing bad to you.
You need to look at your page, in the right place possible.
Once you’ve searched for the topic on Google, let’s say – make sure, you’ve crawled the search pages, second page, third, and go to the 10th page. In this case, you should find your page ranking at a place.
Unstable Ranking Position
Look, search engines fluctuate ranking positions for new pages, refers to unstable ranking position of a page.
During this fluctuation, Google tries to assess, where should ranking happen for a new page. You need to wait for Google’s final decision.
Key Point
Existing pages ranking on search pages are established candidates. You can feel the difference.
It doesn’t make sense, if Google sticks a new page, as compared to established pages on search pages. It can happen; however, you’ve to wait.
What to do?
Once you’ve published a new page, here is what needs attention.
Look, you should have done competition analysis. So, you should expect a suitable ranking position.
Second, have an eye on Google’s discovery of the new page. It proceeds to crawling, indexing, and finally – ranking of the page.
Here is what you should care about next.
Once the page is indexed, you should periodically check for ranking position, in the coming several weeks.
In general, Google takes 2.5 months to stabilize a new page’s position on search pages. You get the idea.
Once the benchmark is passed, 2.5 months – the spot you see your page on is what, refers to the page’s final ranking position.
Robots.TXT File
In WordPress, a Robots.TXT file helps you instruct search engine bots.
For example, you can instruct crawling bots, if a specific page is ideal for de-indexing.
In SEO, users can better control, if a specific page or resource needs disappearing from search pages.
Key Point
Crawlers don’t ignore rules placed in a Robots.TXT file. The file is located in the root of a domain.
Once a crawler lands on a site, first – the Robots.TXT file is assessed for instructions.
In this case, actions to crawl or deny site’s resources are taken, according to instructions.
Your page is not ranking due to specific instructions in the Robots.TXT file. For example, a no-index tag can prevent new pages from indexing. Simple.
It happens. Sometimes, you need to block specific pages for a limited time. You forget to make changes, again. The affected pages remain blocked.
Similarly, you can unconsciously block certain pages. This happens in case, you don’t know how to treat a Robots.TXT file. It can also happen, if you’re not aware of possible consequences, when dealing with instructions.
What to do?
See, if you’re blocking pages from crawling. It happens. Give a look to the content of Robots.TXT file.
Here is what you should consider.
- If you don’t know how to proceed, validate the matter first. In Google Search Console, crawling a page helps you see if prevented by Robots.TXT.
- Second, ask for developers’ assistance if you don’t know how to handle relevant scenarios.
- There are no-code plugins to create Robots.TXT file. In WordPress, even if you don’t know how to write instructions, using plugins help you quickly, easily, and correctly optimize instructions, without going through complex coding.
- You can regenerate instructions from scratch. In this scenario, Google can help you create a default set of instructions.
Google Penalty
Google disappears penalized sites from search pages.
In this case, Google penalty is deadly for sites. However, figuring out what happened, is a different procedure. If a site is penalized, the whole site can disappear from search pages.
Key Point
Here is why search engines penalize a site.
- If a site performs illegal procedures, such as participating in a black business, doing illegal SEO practices, or trying to manipulate Google’s algorithms. It happens.
- It happens – search engines can unconsciously penalize a site.
What to do?
Let’s address more details.
First, you need to check if your site is penalized by Google. Here is how you can proceed.
- Online Tools can help you scan your site. The results page makes it clear, if your site is penalized.
- Using Google’s SITE operator figures out, if site’s indexing has been affected. If you see no pages, the results page indicates a possible penalty.
- In this case, Google Search Console can help. In the Manual Actions area, you can see if Google has filed a possible dispute.
Second – once you’ve validated a penalty, here is what needs attention next.
- In hands, let’s suppose, you have clear indication of a Google penalty.
- Next, dig deeper to investigate the cause. It helps you proceed further.
- Now, you need to fix the scenario. Follow Google’s guidelines. Ask from professionals. And, make Google happy by effective SEO practices.
- Finally, you’re ready to file a reconsideration request. If everything has gone well, you can grab your site out from penalty.
Make sure, you should monitor your site on periodic basis. It helps you catch future happenings.
Malware infection
Malware infections can cause de-ranking of sites.
In case, if crawlers find suspicious files on a site, while crawling – search engines can affect site’s rankings.
Remember, search engines can disappear specific pages or the whole site from search pages.
Key Points
Installing 3rd party scripts can cause malware infections.
If you’re installing a cheap resource, stacks of malware infections become high. Because, Google SERPs is a place for authority, possible infections of malware can cause site’s removal from search pages.
Possibly – if a site is compromised, search engines can affect its ranking. In this case, attackers can intentionally inject malwares in site’s pages.
SSL can also play a role. If – for example, your site’s SSL has expired, Google can affect its rankings. Pay attention to expiry dates.
What to do?
To recover site rankings, you need to scan your site for malware infections.
You’ve three options to proceed.
- Hire a WordPress specialist. A security expert can help you scan, identify malware infections, and clean your site, accordingly.
- Use WordPress plugins to scan your site for possible infections. WordFence is an example.
- Tools can help users find malware infections. In this regard, Google can help you find ideal candidates online. You don’t need to spend money.
Hiring experts costs money. Use plugins or free candidates online, if you can’t afford to spend money.
Google Updates
Google updates help experts understand, what needs attention to rank on search pages.
In simple words, what Google prefers, falls under Google updates.
In a year, Google releases several updates. It helps people understand Google’s algorithms, SEO rules, and policies.
Key Points
Possibly – your content is not ranking due to Google updates. If, your site is new, a recent update can cause lower rankings.
Once a new update rolls out, Google checks for possible implications in sites. Possibly, your content is not ranking due to Google assessment.
What to do?
You should always, optimize your site for Google updates, policies, and rules. There is no shortcut.
Second – learn what a Google’s recent update suggests, and make changes accordingly.
Next, wait and see if your site is really affected by Google update? In this case, keep monitoring keywords’ ranking positions, traffic, or indexing status in Google Search Console.
If – for example, a Google update has affected your site’s rankings, update your site. In this regard, considering Google recommendations can help.
Once completed, see if positive improvements occur. You need to wait longer, weeks or several months.
So, don’t participate in illegal SEO practices, if you can’t afford updates affect your site. Take care of proactive actions.
Thin content
Search engines don’t prefer ranking thin pages.
Thin pages have less content, as compared to ranking competitors on search pages. You can feel the reasons.
Indeed, pages with less content are not eligible enough to rank. So, if you’re expecting ranking for thin pages, you need to re-think, my friend.
Key Point
There is a rule of thumb.
- Search engines rank thin pages, if fewer results are available for a search query.
- If a page belongs to User Generated Content, such as Forums, search engines can rank discussion, thin pages.
Look, it depends on competition analysis.
Don’t be confused, proceed and assess a keyword’s competition, SERP analysis. It helps you whether or not, you can expect ranking for a thin page. Perfect.
What to do?
It would be good if you improve a thin page. There is no shortcut.
If updating a thin page doesn’t make sense, stop expecting from Google.
Second – if you want to rank a thin page, let’s say a forum discussion – and ranking competitors are forums, too – you can point relevant backlinks to the page. In this case, positive votes can help you increase page’s authority, helping you improve ranking position.
To proceed, update your content with related keywords.
Ask from Google Search Console. You can also use Surfer SEO for on-page SEO.
Once the page updates, re-submit to Google Search Console and wait. Perfect.
Orphan pages
Orphan pages don’t have incoming internal links. They’re disappeared deep on a site, no doubt.
If a page has no incoming links, search engines find hard to find affected pages. It also hurts user experience.
Key Point
Here is the rule.
Search engines jump from page to page, discovering new links to find new pages. Orphan pages, in this case – have no tracks left behind.
What to do?
Improve your site’s interlink strategy.
Orphan pages come from bad interlinking strategy. There is no rocket science.
In WordPress, here is what needs your attention.
- Log into WordPress dashboard.
- Install the Yoast SEO plugin. If you can afford its premium plan, better. Use a free candidate if you can’t afford spending money.
- On the Posts page, you can see a pointer for orphan pages.
In this case, you need to point relevant internal links to orphan pages.
Once completed, make sure to submit your links to Google Search Console.
Plagiarized content
Search engines don’t prefer copied content on search pages. Instead, search engines prefer unique content – original resources.
If – for example, your page contains copied, plagiarized content, don’t expect rankings.
Key Point
Look, search engines may have already indexed original sources for a search query.
Second, it doesn’t make sense to value spam content. Real people, authors in this case, are working hard to create quality, original content, research-based resources.
What to do?
You have several options to proceed.
- Delete the plagiarized content pages.
- Rewrite the whole page from scratch.
- If a page contains less plagiarism, consider removing plagiarized text from the page, make it unique.
Once completed, re-submit the page to Google Search Console.
Listen, if you’ve rewritten a page, you should wait longer.
In this case, normally – Google can take up to 2 months to reconsider a page’s ranking. Keep in mind, my friend.
Spam websites
Be aware – Search engines don’t rank pages from spam sites.
In this regard, you may unconsciously do spam practices. You need to learn how spam works. Actually, you need to learn what triggers spam filters.
Spam shows illegal practices to manipulate search engines’ algorithms. Spammers, in this case – intend to win quick rankings.
Key Point
Spam content are not helpful. They don’t value readers’ problems, instead – try to manipulate Google’s algorithms.
What to do?
Make sure, you don’t participate in illegal, spam activities. It can flag your site.
Here is what falls under spam.
- Publishing content at a high frequency, say 5-10 posts a day.
- Creating low-quality, not helpful content.
- Pointing low-quality backlinks, or social shares to the page.
- Mass activities at scale, such as automating content optimization in WordPress.
You get the idea, be patient.
Victim of Negative SEO
It happens.
Competitors can target your site with negative SEO practices.
For example, your page is ranking for a commercial keyword. Here is what happens.
- Competitor points irrelevant, bad, spam links to your page. This affects your site’s authority on search pages.
Key Point
Keep monitoring your site’s SEO stats. You can use SEO candidates, such as Semrush – helping you figure out, if someone is spamming your site with negative SEO.
In most cases, SEO agencies involved in illegal practices for SEO clients, perform spam activities. You should keep monitoring your site, especially – if your site is ranking for commercial keywords.
What to do?
There is no alternative.
Monitor and take actions accordingly. It helps you avoid spam and recover quickly.
Backlink profile
Backlinks help you increase your site’s authority on search pages.
In this case, the positive effect, SEO results, and quality of links refers to a site’s backlink profile.
Backlinks, in this case – are positive votes from other sites. The more quality backlinks you have, the better your site’s rankings are on search pages. Perfect.
Key Point
Your content may fail to rank, if your site is new and have no backlinks. It happens.
If possible, focus on building backlinks. A frequency of building 3-5 links per month sounds correct. Don’t overthink backlinks.
What to do?
If possible, consider finding low-competitive keywords for quick rankings. It helps you rank high, even if building backlinks is not possible.
Second, consider improving your site’s backlink profile. Create link worthy, high quality, detailed resources to attract natural links.
Slow speed
There is a race on search pages – the race to leave competitors far behind.
Imagine, how can you move forward if your page is not loading fast, simple.
Key Point
Search engines prefer fast-loading pages on search pages.
Ideally, if a page doesn’t load in 3 seconds, chances of vanishing from search pages are high.
What to do?
Consider improving your site’s speed. There is no second option.
In WordPress, you’ve multiple options.
- Hire an expert to improve your site’s speed.
- Use WordPress plugins, such as WP Rocket to improve page speed.
- If you can’t spend money, you can perform speed optimization – manually. Tools like GT Metrix can help you uncover reasons for slow speed.
Publishing Frequency
Listen carefully.
Publishing frequency can affect your site’s ranking.
How, let’s discuss.
Key Point
On the Internet, search engine bots are constantly crawling sites for new content.
If, for example – search engines don’t find new content, chances of repeated crawl budget for your site, becomes slim.
It happens, when you don’t have a uniform publishing routine.
What to do?
Especially, in the first 3-6 months, you should publish regularly.
However, it doesn’t mean creating low quality content to meet publishing guidelines. You have to work hard.
In normal cases, a single detailed post is enough per week.
In this case, don’t overthink publishing frequency. Search engines can mind a high frequency. It falls under spam, remember.
So, what matters?
You should sound natural. Simple.
And, the content you publish should satisfy users’ intent – correctly. In this regard, quality content is also called Helpful Content – according to Google, no doubt.
Responsiveness Issues
A piece of content fails to rank if doesn’t provide seamless experience on different screens.
In simple words, if a page is not responsive, Google can consider removing the page from search pages.
Key Point
Affected pages on a site hurts users’ experience on search pages.
For example, if a page displays incorrectly on a screen, the page is not optimized for screens. In simple words, the page is not responsive.
What to do?
If you can change your site’s theme, change and apply a responsive option.
Instead, if – for example, you can’t change your site’s theme, find the affected pages.
Next, you can install a page builder for custom designing. In this case, Divi Builder plugin can help.
Redesign affected pages with page builder. It can help you eliminate responsive issues.
Bounce Rate
Bounce rate is crucial for rankings.
Bounce rate shows the percentage of leaving visitors.
Once a user from search pages lands on your site, the percentage of leaving visitors is called Bounce Rate.
Key Point
In SEO, a high bounce rate can affect your page’s ranking.
Bunce rate signals to search engines, if a page is suitable, spam, or not helpful for users.
In this regard, the more a page has a high bounce rate, the more a page’s ranking is affected on search pages.
What to do?
In Google Analytics, customized reports can help you assess a page’s bounce rate.
Here is how you can proceed.
- Select Reports at the left panel in Google Analytics.
- Next, pay attention to Engagements -> Pages and Screens.
- On the next screen, you’ll need to use the Pencil icon, (Top right corner).
- Next, choose to add Metrics and pick the Bounce Rate from the menu.
- Finally, click Apply to proceed. Make sure to save changes.
Now, the standard reports in Google Analytics shows a column for Bounce Rate.
If a page has a high bounce rate, you should consider improving the page’s status.
Here is what you can do.
- Improve the content quality.
- Assess keyword’s competition to improve the page’s ranking position.
- Focus on improving the page’s speed. Speed is a ranking factor, according to Google.
Once completed, you can re-submit the page to Google Search Console.
Keep monitoring improvements for updated pages, especially – bounce rate on search pages.
Final Thoughts
There is a reason for low ranking.
If you know, follow the legal SEO procedures to improve page rankings.
If you don’t know how rankings work, you need to update your knowledge. There is no second option.
In this resource, I hope you’ve learned how to find reasons for low rankings, and fix issues accordingly.
Take actions – you can monitor SEO efforts. If you want to see results tomorrow, do SEO today.