Practically anybody who operates a company is aware of the significance of possessing a website that is optimised for search engine optimization (SEO) (Search Engine Optimisation). Having said that, a site that is expanding might at some point run into problems with its SEO performance.
It may take some time before you are able to determine what the problem is and how to remedy it. The following are, therefore, three potential explanations for why your SEO performance might be worsening.
1 Drop in User Experience
Since their inception, search engines such as Google have undergone significant development. Artificial intelligence (AI) and machine learning have become increasingly complex in recent years, and one company in particular that uses them is Google.
Although this results in a more positive experience for the user, it might have a negative impact on the performance of a website if the user’s expectations aren’t being met. Find an SEO expert in Essex and London to assist you in resolving any problems that may have arisen as a result of a change in the standards imposed by search engines if your website hasn’t been updated in a while. This is a good idea if you haven’t updated your website in a while.
It’s possible that you need to redesign your website so that it loads pages more quickly, that your graphics are optimised, that there is more white space to make the site simpler to read, and that clear calls to action are included.
2 Poor Website Navigation
It is essential that you have a website that gives a great user experience since search engines place the user experience at the forefront of what they look for. If there is any area of your website that falls short in this regard, your ranking will suffer as a direct result.
Your website must be organised in such a way that it is straightforward and simple for visitors to go from one section to another. Search engines like Google will use “bots” to crawl websites and examine their structure in order to better serve users’ queries. The bots will investigate best practises, such as using breadcrumbs and a hierarchy, starting from the homepage as their starting point, and having the home page serve as their foundation.
If a website does not have these elements, or if they are not done in the correct manner, then the website will not rank as highly in search results as another website that has appropriate navigation.
3 Increased Effort From Competitors
Your rivals will never stop making an effort to gain an advantage over your company in the hope of gaining more customers for themselves. They can accomplish this in a number of ways, one of which is by improving their SEO strategy in order to rank higher than you do in the results of relevant searches.
Checking your standing in relation to that of your rivals on a regular basis is a prudent business practise that should never be overlooked. If they are beginning to rank higher than you, you should strive to adjust your SEO strategy in order to assist your site in moving up the search results.
Examine what it is that your rivals are doing on their websites that is successful and learn from it. It’s possible that they’re using a different set of keywords, or perhaps their website loads much more quickly than yours does. After you have determined the cause, you will be able to look for a remedy that will benefit both your website and your business’s sales.
However, the loading time and the keywords are not the only factors to consider. Keep in mind that the way your site acts and how easy it is to browse can be the deciding factor in determining whether a visitor chooses to stay on your site or one of your competitors’.
You may get some idea of this by checking the analytics of your website to see how long a visitor spends on your site and what pages they look at while they are there. If you see that customers are staying on your website for shorter periods of time and viewing fewer pages, then it’s possible that your website is outdated and needs to be updated.
Other Explanations
Apart from these three examples, there are other reasons why your site performance might be dropping.
- Search engines such as Google regularly update their AI and bots along with changes to their algorithm. Sometimes these changes can affect how your website performs. Often you won’t need to do anything about it, and the numbers will return. However, specialist SEO companies will know how these changes affect your site and can give you advice.
- Seasonal behaviour can sometimes see a drop in visitors. If you sell products for a certain season or sport, then you may find less interaction when the sport isn’t running. In this situation, it is important to look at your analytics to see if there is a pattern happening at each time of the year. During these times, it can be a good idea to think about special offers or promotions that could entice people back.
Conclusion
SEO can be a challenging field, especially if you are new to the idea of optimising your business’s online presence. This is why it is important to find people who can take a look at your site and evaluate what needs to be done to make your site work effectively.