Why Your Website Isn’t Ranking on Google
Getting your website to rank high on Google can feel like a puzzle, especially when you’ve invested time and money, only to find your site buried on page two (or worse). If you’re a business owner scratching your head over why your website isn’t hitting those top spots, this article is for you. Let’s dive into some of the most common reasons your site might be underperforming—and how to fix them.
1. Lack of Keyword Optimisation
Understanding Keywords
Keywords are the foundation of SEO (Search Engine Optimisation). These are the words and phrases people type into Google when looking for products, services, or information. If your website isn’t optimised for the right keywords, you’re missing out on potential customers who might not even know your business exists.
The Importance of Keyword Research
Effective keyword research is crucial. It’s not just about picking popular words; it’s about finding the terms your target audience is actually using. For example, if you’re a Melbourne-based coffee shop, you might think “coffee shop” is the perfect keyword. However, if your audience is searching for “best coffee in Melbourne” or “organic coffee near me,” you’ll need to incorporate those phrases into your strategy.
Common Keyword Mistakes
One common mistake is relying too much on generic keywords. These are often highly competitive and dominated by big brands. Another pitfall is failing to update your keyword strategy regularly. Search trends evolve, and what worked a year ago might not be as effective today.
How to Fix It
Use tools like Google Keyword Planner, Ahrefs, or SEMrush to find relevant keywords with a good balance of search volume and competition. Don’t forget about long-tail keywords—those longer, more specific phrases that may have lower search volumes but often convert better because they capture more intent.
2. Poor On-Page SEO
The Role of Title Tags and Meta Descriptions
Title tags and meta descriptions are small but mighty elements of your website. They’re what show up in Google’s search results, so they need to be compelling and keyword-rich. If your title tags are vague or your meta descriptions are missing altogether, you’re not giving potential visitors a reason to click through to your site.
Why Header Tags Matter
Header tags (like H1, H2, H3) help structure your content, making it easier for both users and search engines to understand. Your H1 tag should include your main keyword and clearly describe the page’s content. Use H2 and H3 tags to break down sections and subtopics, which also gives Google more context about your page.
Content Quality: The Heart of On-Page SEO
Content is king in the world of SEO. High-quality, relevant, and original content not only attracts visitors but also keeps them on your site longer, which can improve your rankings. Google favours content that provides real value to users, so don’t just write for the sake of it—make sure your content answers questions, solves problems, or entertains.
Internal Linking: Connecting the Dots
Internal linking is another critical aspect of on-page SEO. By linking to other relevant pages on your site, you help Google understand the hierarchy and importance of your content. Plus, it encourages visitors to explore more of your site, reducing bounce rates.
Image Optimisation: A Missed Opportunity
Images are often overlooked in SEO strategies, but they can make a big difference. Every image on your site should have an alt tag (a text description for screen readers and search engines) that includes your keywords where relevant. Also, make sure your images are compressed to avoid slowing down your site.
3. Technical SEO Issues
Site Speed: The Need for Speed
Did you know that even a one-second delay in page load time can lead to a significant drop in conversions? Google considers site speed a ranking factor because it directly impacts user experience. If your site is sluggish, visitors will leave before it even loads, and Google will take note.
Mobile-Friendliness: It’s Non-Negotiable
With Google’s mobile-first indexing, your site’s mobile version is what Google primarily considers when ranking your site. If your website isn’t mobile-friendly, you’re essentially invisible to a large portion of your potential audience. A responsive design that adapts to different screen sizes is crucial.
Crawlability and Indexability: Letting Google In
For your site to rank, Google needs to be able to crawl (read) and index (record) your pages. Issues like broken links, blocked pages, or a poorly structured site map can prevent Google from accessing and indexing your content properly. Tools like Google Search Console can help identify and fix these issues.
SSL Certificate: Security Matters
If your website still uses HTTP instead of HTTPS, Google is likely penalising you. HTTPS is not just a security measure; it’s a ranking factor. Visitors also trust sites with SSL certificates more, so making the switch can improve both your rankings and customer confidence.
4. Weak Backlink Profile
Understanding Backlinks
Backlinks are links from other websites to yours, and they’re one of the most powerful ranking factors in SEO. They act as endorsements, signalling to Google that your site is credible and valuable. But not all backlinks are created equal.
Quality Over Quantity
It’s better to have a few high-quality backlinks from authoritative sites than dozens of low-quality links. Google’s algorithms are sophisticated enough to recognise and reward quality, so focus on earning links from reputable sources.
Common Backlink Mistakes
Buying cheap, low-quality backlinks or engaging in link exchanges can do more harm than good. These tactics can lead to penalties that are difficult to recover from. Additionally, relying too heavily on one type of link can make your backlink profile look unnatural.
Building a Strong Backlink Profile
The best way to build backlinks is by creating content that others naturally want to link to—think blog posts, infographics, and research studies. Guest blogging on reputable sites and forming partnerships with other businesses can also help you earn quality links. Don’t forget to monitor your backlink profile regularly using tools like Ahrefs or Moz to ensure it stays healthy.
5. Ignoring Local SEO
Why Local SEO Matters
If your business serves a specific geographic area, local SEO is a must. It helps you appear in local search results, like when someone searches for “plumber near me” or “best Thai restaurant in Sydney.” Without local SEO, you’re missing out on potential customers in your immediate area.
Google My Business: Your Local SEO Lifeline
Claiming and optimising your Google My Business (GMB) profile is one of the most important steps in local SEO. Make sure your business name, address, and phone number (NAP) are consistent across your website, GMB, and other directories. Add high-quality images, respond to reviews, and post updates to keep your profile active.
Local Citations: Consistency is Key
Local citations are mentions of your business on other websites, such as online directories, social media platforms, or review sites. Consistent NAP information across all these platforms is crucial for local SEO. Inconsistent details can confuse Google and lower your local rankings.
The Power of Reviews and Ratings
Customer reviews and ratings have a direct impact on local SEO rankings. Encourage satisfied customers to leave positive reviews on your GMB profile and other review platforms. Responding to reviews, both positive and negative, also shows that you value customer feedback, which can improve your local reputation and rankings.
6. Not Keeping Up with Algorithm Changes
Google Algorithm Updates: Always Evolving
Google frequently updates its search algorithms, sometimes with major changes that can significantly impact rankings. If you’re not keeping up with these updates, your website could be penalised without you even realising it.
Staying Informed: How to Keep Up
To stay ahead of the curve, make it a habit to follow SEO news and updates from reputable sources like Google’s Webmaster Central Blog, Moz, or Search Engine Journal. Regularly audit your website’s SEO performance to spot any sudden drops in traffic or rankings that could indicate an algorithm-related issue.
Adapting to Changes
When Google rolls out a significant update, don’t panic. Instead, review the changes, assess how they might impact your site, and adjust your SEO strategy accordingly. For example, if Google starts prioritising user experience signals like page speed and mobile-friendliness, those areas should become a priority in your optimisation efforts.
7. User Experience (UX) Issues
Why UX Matters for SEO
User experience (UX) is about how visitors interact with your website, and it’s becoming an increasingly important factor in SEO. Google pays attention to metrics like bounce rate (how quickly visitors leave your site) and dwell time (how long they stay). A poor UX can hurt these metrics, signalling to Google that your site isn’t providing value.
Common UX Mistakes
Some common UX issues that can hurt your rankings include poor site navigation, overwhelming visitors with pop-ups, or having a cluttered, difficult-to-read layout. These issues frustrate users, leading to higher bounce rates and lower dwell times.
Improving UX
To improve your site’s UX, focus on creating a clean, intuitive design with easy navigation. Make sure your content is easy to read, with plenty of white space, clear headings, and a logical flow. Minimise distractions like excessive ads or pop-ups, and ensure your site works well on all devices.
Conclusion
If your website isn’t ranking on Google, it’s likely due to one or more of these common issues. The good news is that many of these problems can be fixed with some time and effort. Start by conducting a comprehensive SEO audit to identify the specific areas where your website needs improvement. If you need help, MJH Digital offers expert SEO services, including website audits and tailored strategies to boost your search rankings. Contact us today for a free audit.
