No one likes to see a drop in search rankings, no matter if it is a slight dip or a massive free fall. While fluctuations are unavoidable particularly with regard to rolling updates of real time algorithms, the worst scenario is when your search engine rankings plunge downwards.
How can you avoid a nosedive into obscurity in the arena of organic search?
Careful, proactive troubleshooting can rescue you from poor rankings and guide you to the right direction. You can take the help of search engine marketing companies.
Here are some steps to get out of a negative situation:
Ascertain Basics of Your Site
While monitoring and deploying keyword performance, one tends to focus on advanced strategies while playing down the importance of basics of on-page SEO. For instance, don’t overstress on metrics like link velocity, ratio of anchor text, etc., while the solution may be an easy tweaking of your site.
Do you face a 200 status code?
A 200 status code implies that your site may be communicated successfully. The standard code of 200 OK status implies a successful HTTP request.
You can make use of a free tool like HTTP Status Code Checker to ascertain successful return of request by your site. Otherwise, you can trouble shoot the issue based on failed status code such as 410 (permanent removal of page) and 404 (unable to find page).
Can bots be able to crawl your site?
On the top level directory of your web server, is located a text file called as Robots.txt. It guides bots on how to interact with your site. Inside the file, you can arrange exclusions and inclusions as per your desire. For example, you can disallow bots from indexing duplicate pages or crawling your dev site.
Check ABC’s of SEO
Though basic SEO elements are reducing in importance as a ranking factor for search engines, they are still influential. Check whether basics or ABC’s of SEO such as Meta descriptions, title tags and headings are pushing back your rankings.
- Do you feature Meta tags and homepage titles which are optimized? Are they displayed properly in search results?
The title tag of your homepage stands for a simple but huge opportunity to inform search bots regarding what your site is about. In case, it fails to pull properly or is generic, it will impact your rankings.
- Does your homepage feature a H1 tag that is optimized?
Apart from info provided in the Title tag, the main heading indicates the aim of the page. But unless it is contained in a H1 tag, the search bots are incapable of differentiating from the remaining content on the page. Ascertain the code of your site to ensure a relevant, single H1 to be used on every page.
The importance of such basic elements of SEO to impact search rankings cannot be underestimated.
Check through Google Search Console
Though Google uses unclear algorithms, it is clear about what to expect from your website. Adhere to their guidelines and use their feedback to improve search performance. GSC is a free tool offered by Google which helps you maintain, monitor and optimize visibility of your site in search results.
Ascertain with GSC in case there are any crawl errors which are interfering with visibility and indexing of your website. Are there any URL errors/server errors/ DNS errors? You must address all the issues, one by one.
These are some of the aspects on how to deal with dip in search rankings of your website.