Google as the most popular search engine in the world is currently the focus of various businesses in the world, especially businesses that rely on the dissemination of information or marketing through the internet.
That's why search engine optimization activities are a must for business owners who are exploring digital marketing. So, when a website's ranking drops in search engine results pages, things fall apart.
Although various things are done to maintain website rankings on search engine results pages or SERPs, sometimes websites will still experience a decrease in ranking. This is caused by various factors ranging from algorithm updates, hacker attacks, and various internal factors from the website itself.
The Importance Of Ranking In SERP
Google search. Popular search engine. Source Unsplash
If the website has been built well, then the next step is to make efforts so that your website is on the first page of search engines or SERPs. Actually can be done by paying for advertising on Google. This means you have to pay Google for them to show your website on the start page.
However, there are also optimization efforts carried out conventionally by building a good website and also building a 'support network' in the form of quality backlinks. The goal is also the same, namely wanting to appear in the initial rankings in the SERP for certain keywords.
Websites that rank highly on certain search keywords will be more likely to be accessed by users than websites that rank below, or appear on the second third page and so on. Thus the website to be monetized must of course appear on the top of the first page rankings. Thus, it is expected to have higher profit conversions if accessed by more users.
Website Ranking Down
There are various reasons that make website rankings or rankings drop when monitored in Google Analytics. Sometimes user behavior that ignores things related to keywords.
For example, in the rise of the agate industry, the most frequently searched keyword in search engines was agate, but for now, of course, the frequency of searches has decreased.
However, there are also some things that make it difficult for you to reach or find out the cause of the decline in website rankings. If so, then deeper action is needed.
Immediately do the analysis
There are several steps that can be taken to analyze. Because many factors cause the ranking to drop, it is necessary to find the cause or error that makes the website rank down in the SERP.
The penalties that Google imposes manually can cause your website to drop drastically in the rankings or even disappear from the SERPs. This means that the downgrade occurs in one domain. Manual penalties by Google are usually carried out if there are serious violations such as the use of backlink generators and other methods that are prohibited by Google.
If your website is experiencing declines on only one page, or on one keyword then this may be due to changes in information seeker behavior, as we discussed earlier or backlink errors causing the backlink page rank strength to drop.
In addition, Google Algorithm which is always updated in real time can directly affect website rankings. The use of algorithms actually has a function so that users actually get the information they want. But this is sometimes troublesome for SEO practitioners in getting the top SERP rankings.
Fix Rating
It is normal for a website to rank down in the eyes of the search engines. This means that a website that is experiencing a decline must be repaired. Maybe in terms of access speed, content, UX and so on. But in the eyes of SEO experts this is a complex job. After analyzing, then they have to make improvements.
Content Update
content that is never updated indicates that the website is owned by an inactive person. Then Google will automatically lower the ranking in the search engine and overwrite it with another website that is more qualified and more active. That's why updating content is something important.
Another thing that makes website rankings go down is the presence of the same content on one website or commonly called duplicate content. In addition, the same content as other websites will also make your website experience a decrease in ranking and will even get a penalty from Google. So make sure the content on your website is original, fresh, unique and has informative value.