We have all been confused with the Google search results, causing ourselves to ask, “Why don’t I rank in Google?” and inevitably, the question, “how does Google rank websites?” or “How does Enterprise SEO work with google?”.
We, as SEO’s, may not know all the reasons a website ranks within Google, but through testing, we have found some strong correlations for why sites don’t rank. This correlation gives us high-level insight into how Google Search works and how Google ranks websites both nationally and in their local SEO results.
How Does Google Rank Websites?
Below you will find some factors that contribute to how Google Search works, how Google indexes and ranks websites, and variables the Googlebot Persona analyzes when determining which websites should have lower rankings or removed websites from its search results completely.
At a very high level, most websites don’t rank is usually due to a lack of authority, trust, or relevancy compared to other websites targeting the same topics.
Note that because each of these factors doesn’t exist in a vacuum, it is possible that your website is suffering from any number of these things.
Why Don’t I Rank In Google?
Content Is Not Optimized
Content strategy is probably the simplest of the concerns, as it speaks to basic search engine optimization. Some things to check are:
- Is the target keyword in the title tag?
- Is the target keyword in the H1 tag?
- Is the target keyword used consistently in the primary content area of the webpage?
- Is the target keyword used in the Alt text of images in the web page’s primary content area?
- Does the content include H2 tags (subtopics of the H1 tag) that include additional related keywords
On the flip side of content that is not optimized is that which is over-optimized. Google has said that adding a keyword a few times will help. Still, there is a point at which adding the same keyword one more time actually has a negative effect not only on rankings but on user experience and readability.
I would suggest reading your content out loud, and if it does not read in the same way you would normally speak, you have probably over-optimized the content to the point of it losing value.
Links are still a major variable in Google’s algorithm. A website that does not have enough high-value links can be deemed not valuable enough to rank in Google.
Now, don’t think you can go out and buy links or do things too quickly to gain links. Link building is about creating great website design experiences and content that will naturally earn links. So if you don’t have enough links to help Google see your website as authoritative, trustworthy, and relevant enough to rank, start creating some awesome pieces of content, and market that content to earn the links that Google wants to value.
On the flip side of your website not having enough links, is it having links and a link graph that are over-optimized and look manipulative? To fight link spam and devalue websites that participate in link manipulation, Google has released numerous iterations of the Penguin update, as well as their recent Payday Loan Update. There are two types of over-optimized links:
Internal links: These are the links in your navigation, footer, sidebar, or any contextual link that helps a user navigate through your website.
You can usually tell a group of navigational links are spammy if the anchor text used goes beyond what a normal user needs to know to determine what the page is linked to is actually about.
Most of the time, this type of internal link spam happens in the sidebar or footer of a website where large blocks of links can be placed that have little effect on the page’s primary user experience.
External links: Most of the time, when we think of over-optimized external links, we think of exact match anchor text links that have been bought (not earned). But there are other ways that this mass creation of spammy links can occur. This include:
- Press Release Syndication
- Article Syndication
- Article Scraping
- Article Spinning
Content is Duplicated
Duplicate content is still a problem that most websites encounter. Duplicate content can cause search engines to get confused as to which piece of content is the primary version, or it can cause users to link to multiple versions of the same piece of content, thus causing the value of those links to become fragmented.
Internal Duplication: This happens when the same piece of primary content is located on multiple URLs within the same website.
External Duplication: This can occur when the same piece of content is placed on multiple websites. Key times when this happens:
- Website is scraped
- Website owners try to manipulate Google’s desire to show a diversity of websites in the top 10 results by putting the same piece of content on multiple websites.
- Websites that operate under distribution or reseller models put the same product description across all their reseller’s websites, causing Google to filter many of them from their search results.
There is a Content Gap
This is probably the most straightforward issue. In most cases, to rank for a keyword, you must have a piece of high-value content on a unique URL that targets that keyword. In the world of content strategy, the audit to find these gaps in content sets is called a Gap Analysis.
Content Can’t Be Found or is Blocked.
This speaks to how Google finds and indexes website content – which is by crawling links. At the same time, this is a less frequent concern. We still see it happening. Either a website is designed in a way that limits Google’s ability to crawl it and find the content, or worse case, a website blocks (usually by forgetting to remove the noindex tags from the header, or the disallow command from the robots.txt file when going from a staging server to production server) Google from crawling their website altogether.
Content Does Not Provide Value
Google is constantly on a quest to find and surface content sets that are relevant, authoritative, and provide value to its users.
Recent algorithm updates are targeting content that is thin and does not provide enough depth for users to find it a valuable resource.
Usually, content sets that have the following traits are deemed valuable or earn value at some level:
- In-depth topic exploration
- Word count is over 1500 words.
- Many social shares and likes across numerous social channels
- Linked to from multiple highly authoritative domains
- Written by an expert on the topic
- Cites additional resources about the topic
- Includes images, lists, or videos about the topic
You’re Being Out-Marketed By Your Competition
This might be one of the simplest answers, yet one that most people don’t think about. What businesses need to understand is that websites don’t operate in a vacuum. All websites on the web are in flux, adding new products, new content, and new experiences.
It is imperative for websites to consistently evolve, add new content, and create high-value experiences to compete with those competitors that are already doing it.
There is always someone trying to take your top position for a keyword your rank for today.