What to Do if Your Page Rank Drops

So you’ve noticed your previously high-ranking page is falling from grace. Once on top of the world (or the top of Google’s first page), you find yourself grasping for reasons why your content is no longer favorable. Panic likely starts to ensue, but there is no need to fret—your page rank can be saved with a bit of work. 

Why Did My Google Ranking Drop?

There could be a variety of reasons your SEO ranking dropped. The key to fixing it is figuring out why. It may have nothing to do with you. It could be that the search volume of your keywords dropped, or Google may have updated its algorithm. Your competitors may have improved their SEO value to outrank you. 

It’s also possible that your content has broken links or other technical issues. Check to make sure all links, images, and videos are functional. Check the data on each of your keywords to see how well you’re performing and which areas need improvement. Research the SERP results to see the type of content competitors are winning with. Whether your page rank lowering is due to a lack of foresight or to circumstances beyond your control, one thing remains true: It’s your duty to fix it.  

SEO Ranking Factors

Google has openly acknowledged a few SEO ranking factors that contribute to their algorithm, including:

• Page load speed: Do your images and text take a while to load on desktop or mobile?

• Mobile friendliness: Have you optimized your site for mobile devices?

• Accessibility: Is your site screen-reader friendly?

• Domain age and authority: Has your domain been around long enough to be considered established?

• Internal and external links: Have you taken opportunities to link to relevant articles and pages?

• Content relevancy: Does your page use keywords and contain information that your target demographic is looking for?

Often called “crawlers,” Google’s search engine robots scan a page to assess the content and structure of a website, determining its SEO value. 

How to Improve SEO Rankings

Engage in Keyword Analysis and Research

It’s time to redo your keyword research. Check the volume of all your previous keywords using a keyword rank checker, and check how many people who search for that keyword are clicking on your page. If it’s a lack of engagement, you may need to update your metadata to appeal to the target audience better. 

If your old keywords aren’t getting much traffic anymore, it’s time to find new ones. Look at competitor sites using an SEO ranking tool and find out what keywords they are successfully using. Spend an hour or so deciding which keywords are relevant and possible to rank for. 

Update Content

Once you’ve completed your keyword research and found better keywords, your content needs to be updated so that it is optimized for those keywords. Include an abundance of keywords in headings and subheadings. If you decided the previous keywords were perfectly good, see if you can implement a higher volume of keyword use in the piece. 

Acquire Backlinks

Your website ranking is greatly influenced by the number of backlinks your page has. Backlinks are links that other websites have that lead to your page as a reference. It shows Google that your website has credentials. This can be acquired through outreach or simply by producing quality content that’s informative and worth sharing. 

Perform a Quality Check

Even if you think the technical aspects of your page are fine, it’s time to perform a quality check of your website. Check the loading speed of your page, image descriptions, and alt text, and look for any site errors. Make sure that it is properly optimized for mobile devices. The structure and navigation of your site also influence your page rank, so make sure your page is nested under the right section of your navigation. 

Is Page Rank Important?

While page rank is important, and you should do your best to improve your search engine ranking, it isn’t everything. Having a page that ranks number one for a keyword that brings you zero leads is worse than a page that ranks fifth but results in customers engaging with your company. Known as vanity metrics, these fruitless page rankings look good on paper but are not actually strategies that are good for your website’s performance. 

If you’re looking for how to improve your SEO ranking, you need to also think about user intent and whether your website fulfills the needs of your target audience. It’s up to you to create content that users are looking for and bridge the gap of information that is currently missing. 

Improve Your Search Engine Ranking with Avalanche

Wondering how to do damage control after your SEO ranking has dropped? Let us perform an SEO audit, and we’ll strategize how to improve your SERP rankings for various pages. After years of experience as an SEO agency, we’ve perfected our content strategies and keyword research processes. We’re ready to give you the results you deserve. Contact us today to start improving your website’s SEO value.

Frequently Asked Questions

How Often Does Google Update Their Rankings?

There’s no definitive answer as to when Google updates its SERP rankings. Google changes its search engine algorithm without warning and at random times. This is why it’s important to check your website ranking on a regular basis. You don’t want to be caught off-guard. 

How Can I See My Website Ranking in Different Regions?

Using a page rank checker like Semrush will allow you to see how your website is ranking in different countries. This can give you an idea of not only how widespread your audience is, but also which demographics you should be catering to. 

How Long Will It Take for My Page Rank to Improve?

Usually, it can take google anywhere from three to six months to crawl a website. Website owners can submit their content for crawling in the hopes of speeding up the process, but there’s no guarantee. Be patient and know that if you have quality optimized content, the search engines will reward you.