Why are the positions falling?
A drop in position in Google search results can have serious consequences for a website and its owner. They are often concerned about the lowering of the position in the SERPs, which we perfectly understand. In this article, we will take a closer look at the reasons why this can happen.
Declining position in organic results – consequences
Reducing conversions
When a website loses positions in search results, the number of visitors to the site also decreases. Less traffic to a website means fewer potential customers, which can lead to a drop in sales or revenue.
Declining user confidence
Users tend to believe that higher positions in search results mean greater credibility and prestige for a website. A drop in search rankings can therefore affect users’ perception of a website.
Difficulties with conversions
If a website loses positions in search results, visitors may have difficulty finding it or getting the information they are looking for. This can decrease the number of conversions, or actions that benefit the company, such as making a purchase, filling out a form, downloading a file, etc.
Marketing costs
If positions are declining and the business owner cares about online presence, he may decide to increase spending on other forms of advertising, such as paid ads or social media ads. Such a decision involves additional costs.
And last but not least… Why are the positions dropping!
There are many factors that can cause a website’s position in search results to drop. Here are some of them:
Changes in search algorithms:
Search engines, such as Google, regularly update their algorithms to provide better search results for users. If a website is not optimized according to the latest guidelines, it can lead to a drop in its position in search results. Google’s biggest algorithm updates are generally known as “core updates” and make significant changes to the algorithm that can affect websites’ positions in search results. Such updates are usually announced publicly by Google.
Site Content:
If a site’s content is not unique, is not properly optimized for keywords, or is insufficiently updated, it can result in a drop in search engine rankings. Taking care of the uniqueness of the content, optimization for SEO and proper selection of keywords is one of the most important aspects of our work with clients.
Backlinks:
Backlinks (i.e., links leading to a site) are an important factor in a site’s position in search results. If these links are of low quality or come from suspicious sources, the page’s position may drop. A large number of links does not always have a positive effect on SEO. That’s why it’s a good idea to use an agency that can acquire only good quality links. Quality – not quantity.
Technical problems:
- No SSL encryption – having an active SLL protocol ensures that customer data is encrypted, which is especially important for online stores. This aspect is one of Google’s ranking factors.
- Slow page load speed – Internet users are not patient. Waiting for a page to load for more than 3 seconds causes the user – that is, a potential customer – to simply abandon it. Such sites are not promoted by Google and relegated to further positions.
- Technical errors can cause a site’s position in search results to drop. Lack of responsive web design, 404 errors or lack of h1-h6 structure make the site difficult for the user to see, and these are not the kind of sites Google wants to show to people looking for answers to search engine questions.
Competition:
If competing websites are improving their rankings, this may affect other websites’ positions in search results. It is said that “if you are not growing, you are going backwards”. – and this is exactly the case. If your site doesn’t have SEO support, and your competitors are using agencies – they will be higher in the results. SEO is a constant race – there is no room for delay, you have to keep up. In order to minimize the risk of dropping a site’s position in search results, it is important to regularly monitor and update website content, use proven optimization methods, take care of the quality of backlinks and ensure technical optimization of the site, which is the main area of our activities of each client under our care. Also. let’s do SEO!
