﻿If your pages aren't ranking high in Google, it's not because Google hates your website.
It's most likely because your page doesn't deserve a top-ranking result.
Now, there's lots of reasons why that might be the case.
And it'll usually come down to an eligibility, content, or links issue.
Or sometimes it'll be a combination of two or three of these things.
So in this video, I'm going to show you how to figure out why your pages aren't ranking
higher in Google and the steps you should take to fix that.
So let's talk about eligibility first.
Now, when I say "eligibility," I'm referring to one of several reasons why it may be impossible
for your page to achieve a higher ranking.
For example, if you've set your page's meta robots tag as noindex, then you're asking Google
not to index your page and therefore, you won't be eligible to rank.
And the same principles apply if you were to block the page in your robots.txt file.
Another eligibility factor is if you've had a manual action or some other penalty.
Now, another eligibility category that may not be so obvious is time.
While it's possible to rank new pages at the top of Google quickly, the majority of pages are going
to take quite a while to make its way up to the first page.
In fact, in our study of 2 million random keywords, we found that only 22% of pages that ranked in
the top 10 were created within one year.
So if you've published a page and it's not ranking in the top 10 in a month or even up to 6 months,
I'd say to give it some time before you start overanalyzing and making significant changes.
Now, there are definitely other factors that can come into play when it comes to eligibility,
but they tend to overlap with the second reason why your page isn't ranking higher in Google.
And that's having a content-related issue.
So content issues are typically the most challenging to troubleshoot because quality
in and of itself is subjective.
But what we know is that search engines strive to provide the best information and
solutions to any given query.
So if that's the criteria that needs to be met, we can start asking ourselves some questions
that should help us figure out if our content is deserving of a top-ranking position.
So the first question to ask yourself is… does my page match the dominant search intent.
So search intent simply represents the reason behind a searcher's query.
And in order to rank, it's critical that your page matches the searcher's intent.
Now, the main way we can uncover intent is to see what the top ranking pages for our
target query are about.
For example, when you search for "best mouse pad", almost all of the top-ranking results are list posts
comparing mouse pads from various makes and models.
So we know that searchers are researching products and we'd want to follow suit for our
best chance at ranking for this query.
Now, when you search for just "mouse pad," you'll see that all of the top results are ecommerce
category pages, meaning, people that search for this are likely in buying mode.
So if you don't have an ecommerce store selling a variety of mouse pads,
you probably struggle to rank high because you can't serve the dominant intent of searchers.
Now, for a query like "mouse pad for home office", intent is slightly mixed.
You'll see some category pages from ecommerce stores and you'll also see listicles from blogs.
This is called mixed intent and in general, you'll want to try and match the dominant one.
So bottom line: if your page isn't matching search intent, you have a content issue and
and you'll need to update it.
Now, another question you should ask yourself is: are searchers looking for fresh information
and results?
Freshness is important for some queries.
For example, if you search for "best headphones," then you'll see that all of the top-ranking pages
have the current year in the titles because no one wants to know about the best headphones
from previous years.
So if you're trying to serve freshness-dependent queries with old and outdated content, then you
have a content issue and you should definitely update it.
Now, I'm barely scratching the surface in understanding intent because you need to
dig deeper into things like SERP features and of course … the content itself.
In fact, the content is what's responsible for serving the intent of the searchers so that's
where the majority of your time should be spent.
Now, to see if we have potential issues directly in our content, there are two questions we can
ask ourselves to improve content quality.
The first question to ask is "does my content provide the most thorough information or
solution to the topic."
Now, thoroughness shouldn't be confused with content length.
And I'm definitely not saying that to be thorough, you should write about everything you know on the topic.
By thoroughness, I'm talking specifically about covering all of the vital points to
serve the intent of the searcher.
For example, if someone in the US searches for "how to get my driver's license," you'd need
to talk about getting a learner's permit, doing a driving test, minimum age requirements,
vehicle classes, going to driving school and more.
And to be extra thorough, you might have a comparison table with links to each state's
official RMV site, so people can go and book an appointment without additional searching.
Now, to come to these conclusions, I recommend a simple 3-step process.
And to show you what this looks like in action, let's say that you want to boost this page's
rankings which is currently in position 22 for the query "how to clean patio cushions."
So step 1 is to use tools to extract subtopics people searching for your topic actually care about.
To get started, you can use Ahrefs Content gap tool.
Just paste the top 3 ranking pages for your target query in the top section and then make sure to add
the URL you're trying to rank in the bottom section.
And what this is going to do is show us keywords that these top-ranking pages are ranking for where
ours isn't ranking anywhere in the top 100.
After you run the search, you can look for subtopics that might make your article more thorough.
For example, these pages are ranking high for "cleaning outdoor cushions with oxiclean,"
which is a cleaning product.
There's also the angle of cleaning outdoor cushions with mold, without Borax, and even
specific questions about washing outdoor throw pillows.
These are all things that might make sense to address on our page and when thinking
about our target audience, it all makes sense.
Another tool you can use is Ahrefs Keywords Explorer.
Just search for your target query and go to the Related terms report.
Next, hit the Also talk about tab to see what other top-ranking pages that rank for our
target are talking about.
So in this case, you'll see there are mentions of pressure washers, corn starch, baking soda,
laundry detergent and dawn dish soap which should hopefully get your creative juices flowing.
Alright so step 2 is to manually review the top-ranking pages for inspiration.
Now, inspiration might be a commonality that you notice among the top-ranking pages
or it can just be an idea that you think is important to cover your topic in full.
For example, the top 3 pages for our target query show bullet pointed lists of the materials
you'll need and how long it'll take to finish cleaning your patio cushions – I think that's
pretty important for this DIY topic.
Also, I really like how this page has clearly defined steps in their posts with matching images.
It shows that they've actually done what they're teaching and as a reader, it earns my trust.
Speaking of trust, the next thing to do is see where you can add expertise and experience
to your content.
These are two things that Google uses in their quality rater guidelines to evaluate if they're
providing helpful and relevant information.
And so when it's possible, they're two things that I highly recommend sprinkling in – not just for
Google's sake, but it also demonstrates to your readers that you know what you're talking about.
For example, showing a before and after pictureof your dirty and clean patio cushions
can demonstrate both expertise and experience.
And talking about how the secret was using Grandma's famous stain remover adds a unique take that's not as
easily replicable for your competitors.
Now, the last thing to do is to piece the puzzle together.
If you've made a substantial list of ideas to improve your content based on data and the top-ranking pages,
there's a good chance that you have a content issue.
And so it's at this point that you need to start piecing your ideas together and decide what's
worth adding and what's not.
So take your existing draft, add things in where it makes sense, and update your
content appropriately.
Now, after you've evaluated search intent, analyzed your competitors' content and compared it to yours,
you're going to have a good idea whether your content alone deserves to rank or not.
But oftentimes, no matter how good your content is, the root cause of poor rankings may be because
you have a link authority issue.
Backlinks have been and still remain one of Google's most prominent ranking signals.
And it's often the reason why we see graphs that look like this where traffic and referring
domains grow in parallel.
And much like how we identified potential content issues, we can try and figure out if
we're not ranking because of links by answering a couple of questions.
The first question you should ask is "Am I playing within a similar playing field as my competitors?"
Think about it like this.
If you've never swung a golf club, you're not going to challenge Tiger Woods to a million
dollar round of golf.
You're picking a battle you're destined to lose.
Choosing your competitors in SEO is no different.
If your competitors are miles and miles ahead of you in terms of brand, link authority, and budget,
your time and money will be better spent challenging people in a similar playing field.
Now, to simplify what I mean by "a similar playing field", I'd consider three different categories:
so there's page-level link authority, topical authority, and reputation.
So to assess your competitors' link authority, you can use Ahrefs' free SERP checker.
Just enter your target keyword, run the search, and you should see the top-ranking pages
and the SEO metrics for the top 3.
Or if you want the full SERP, you can enter your keyword in Keywords Explorer and scroll down
to the SERP overview table.
Now, to assess link authority, you should focus your attention on the domains and
URL rating columns.
So the domains column tells us the raw number of websites that are linking to
the corresponding pages.
So if all of the top 10 pages have tons of websites linking to them, more likely than not,
you'll need a ton of referring domains too.
Now, URL rating is a page-level metric that tries to measure the quality of these referring domains.
So these scores can give us a bit more insights beyond just raw numbers.
In general, if Domains and URL ratings are low across the board, and you're confident
in your ability to generate just as many or more referring domains than your competitors,
then it may be worth going after.
Again, I'm speaking strictly from a links-perspective here.
Now, as for so-called "topical authority" and brand reputation, this is a bit more
challenging to quantify.
Essentially, you want to see if you'll be competing against niche authority sites, general authority sites,
nobodies, or a combination of any of these.
And to do that, I'll usually look at two things.
#1. I'll skim the domain names and infer if they're hyper-niche sites.
And generally speaking, if you're seeing sites that have topical authority and the competing
pages have link authority, you'll be setting yourself up for a tough competition.
The second thing I look at is the DR column, which is an Ahrefs metric that measures
a website's link authority.
And even though Google ranks pages at the page-level and not the website-level,
I've found that DR often correlates with brand reputation which is helpful if you're not too
familiar with the competitors in that niche.
For example, in our "how to clean patio cushions" SERP, you'll see authoritative sites ranking like BHG,
HGTV, Bobvilla, and Family Handyman.
These are all well-known and authoritative sites in the DIY home and garden space.
So if you're a brand new website, I personally wouldn't try and beat these pages yet.
Now, if you're a somewhat established brand, or you have a very niche site on just everything
patios, then this may be a worthy challenge to go for – assuming you can outdo them on links.
To be honest, there isn't an exact science to this because in the real world of SEO,
you're going to have to weigh out things like your skills in SEO, your budget, your timeline,
and probably like 15 other things too.
Bottomline: if you want to rank in the near term, you'll choose to compete against competitors
you have a chance at beating.
We have a much more thorough video on assessing overall ranking difficulty in our
free SEO course for beginners so I'll link that up in the description.
Now, the second question to ask is related to the first and it's "do I have enough referring domains
to compete with the top ranking pages?"
Now, I know I've already touched on this but I want to dig a bit deeper into quickly analyzing
backlink profiles.
So again, we're going to start by looking at the SERP overview table in Keywords Explorer.
And what we're going to do is a basic link comparison.
So looking at the top ranking pages, you'll see there's a good number of
referring domains pointing at them.
And if we look at our sample page that's in position 22, you'll see that the raw numbers
aren't that far off.
Now, if we click into the Backlinks report for our target page, you'll see that pretty much
all links are from spammy scraper sites.
Now, compare that with one of the top-ranking page's backlink profile and you'll see that
the quality of backlinks are significantly better.
And that's because quality referring domains are what will make you competitive from
a link's standpoint.
So all things considered, I'd say that our target page has a link authority issue and
would need to build some quality referring domains to stand a chance at competing.
We have a complete link building course that'll show you exactly how to do that,
so I highly recommend watching that course – link's in the description.
Now, while many ranking issues can be categorized into content and/or links issues,
there are still a ton of other reasons why your page may not be ranking.
Sometimes improving site structure or adding internal links can help.
There might be other times where improving user experience signals will be what you need.
And other times… you just won't be able to figure out why you're not ranking no matter
how much you dig.
But that's okay too!
Remember that pretty much all optimizations we make in SEO are based on educated guesses.
And that's why I think joining a community where you can ask other SEO professionals for a second
or third opinion is invaluable.
In fact, if you're an Ahrefs customer, we have a private community you can login
to at community.ahrefs.com and ask your questions where some of the world's leading
SEO professionals are.
So to bring all of this together: if you're troubleshooting a ranking issue, look at
the data, try and think like your target searchers, make educated guesses, make the necessary
optimizations, track your progress with a rank tracker, and then reassess as needed.
I'll see you in the next tutorial.