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Today almost every other company depends on SEO for generating leads/enquiries for their business. But not every business is able to extract benefit from SEO. If SEO is currently not working for you, you need to revisit certain aspects of SEO as you might end up losing a lot of traffic.

In 2018, Google has already rolled out ‘Broad Core Algorithm Update’. Google said the changes were meant to “benefit pages that were previously under-rewarded,” and advised everyone to “continue building great content.”

Check for the following reasons if SEO is not working for you:

Website is not updated

Navigating a website should never be rocket science for your users. If your user has to visit 4-5 different links to find the information they were looking for you are most likely going to lose that traffic. This can also lead to increase in bounce rates. While developing a website you must always remember that ‘Website is Built of End User” and not the owner of the business.

These days websites are built that pleases the eye of the business owner or the website developer. Both these approaches are wrong! Your website design/navigation/structure should be built keeping the user in mind always! If your website is structured well, Google can showcase your website in SERP’s with sitelinks which will greatly increase more clicks on the website.

Website Loading Time

When was the last time you spend a second longer if the website took too long to load. Patience is running thin with all users which means that the longer the time your website takes to load the more irritable users become and thereby hampers their experience in browsing your website.

If you are not sure what causes your site to load so slow, you can try the Pingdom Speet test https://tools.pingdom.com/ or Google PageSpeed Insights https://developers.google.com/speed/pagespeed/insights/. Both Pingdom and Google PageSpeed will highlight areas in your website that need immediate attention to improve page speed

Mobile First Indexing

Today the entire world is mobile and so are your users. Today almost 51% of all the total traffic to website is from mobile devices which highlights the concern to have websites performing very well on mobile devices. I also foresee that in future website designers are going to create design/mockup for mobile first and then later adapt to desktop versions. On November 4 2016, Google announced its Mobile First Indexing which primarily stated that Google’s algorithm eventually primarily will use the mobile version of a site’s content to rank pages from that site, to understand structured data, and to show snippets from those pages in their results. In short, if your website is not responsive and hampers user experience prepare to be ranked lower.

Meta Tags

Meta Tags do not play an important role as they did few years back in the SEO scene. Google has become smarter at reading and understanding the content on the website hence they no longer rely on the meta tags on the website. However, that doesn’t mean that Meta Tags are irrelevant. In fact search engines read the tags to compare if the keywords and the description are related and if they can find it in the website’s content. There is absolutely no purpose in adding the tags if the website lacks content.

Key takeaway: During the on page of your website it’s important to also review the content on the website and prepare your meta titles, meta tags, description based on the content Google can find on your website.

Read: Meta Tags that Google Understands https://support.google.com/webmasters/answer/79812?hl=en&ref_topic=4617741

Poor URL Structure

If the site’s URL is simple and easy, it helps the user and Google to understand what the destination is talking about. URLs are a small factor that Google users to determine a particular page or resource's relevance to a user’s search query. If we add relevant keywords or structure the URL properly it can positively impact your website’s ability to rank on Google.

Tip from Google:

a) Consider using a robots.txt file to block Googlebot's access to problematic URLs.

b) Wherever possible, avoid the use of session IDs in URLs. Consider using cookies instead.

c) Whenever possible, shorten URLs by trimming unnecessary parameters.

Rankbrain

The highly touted third most critical factor in SEO is Google’s machine learning algorithm ‘RankBrain’. Google has developed RankBrain which uses machine learning to determine the most relevant accurate results for a user’s search query. To get the best results from Rankbrain, Google feeds data to the algorithm from multiple data sources. Once data is feeded, RankBrain assesses the data and teaches itself over a period of time to match variety of results to a variety of search queries. Rankbrain is trying to answer a basic question behind every search query “What is the true intent of this search”

Conculsion :

You can check boxes on all factors, however the most important factor is Content! You can cannot substitute the lack of content with any other element. Because of hummingbird and RankBrain Google is increasingly becoming more and more semantic. Users intention have more priority than ever before. Website owners typically do not think about user personas and behavior while building the website or when formulating content for the website. This directly impacts SEO as Google does not feel that your website matches the relevance of the users search query.

Hope this brings some clarity in your approach to marketing your website.

May the Force be with you!

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