Despite the fact that you have a clean URL, unique, high-quality content, a fully responsive website, excellent link building and a fast load speed, your site still may not be ranking as well as you would like. Yes, you are following all of the best SEO practices out there, and you still aren’t generating the results you want.
SEO is a challenging activity that needs to be performed regularly in order to be successful. But sometimes, despite doing everything correctly, your website rankings will not perform as well as you hoped.
It’s important to remember that the above strategies are not designed to increase traffic per se; instead they are designed to protect your website from any potential problems. Their role is to ensure that your site is properly optimised so that it can perform to the highest degree possible. From here, you may notice an increase in rankings; however you should not adopt these strategies with the specific intention of boosting rankings.
Why do my rankings rise and fall?
Rankings rise and fall in value all the time and regular fluctuations are completely normal. Search results shift up and down daily and this is something that you should anticipate.
It is not uncommon or unnatural to bounce up or down four or five positions per week. You make changes, Google makes changes, your competitors make changes - searcher behaviour changes. As such, keeping a close eye on daily rankings is not recommended as you will easily become frustrated and lose sight of the bigger picture.
Instead, it is better to observe your ranking activity over the long-term to establish whether or not you have improved. For instance, you can check your rankings from six months ago and compare them with today’s rankings. Looking at the rankings over a long-term period enables you to establish your overall return on investment, instead of analysing your rankings from one day to the next.
Focusing on areas you can control
Knowing who your competitors are and how they generate traffic is vital in improving SEO results. Find out what keywords your competitors are using and chase the keywords they are not using. Use social media channels that your competitors are not present on and pursue content that they refuse to pursue. No one can control SEO and we cannot predict or quantify SEO accurately. However, through trial and error, you will begin to notice improved long-term SEO results.
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