Why are my competitor’s blogs and content ranking above mine?

Businesses are trying to squeeze every ounce of marketing power out of their digital campaigns in 2020. The challenges associated with COVID-19 and digital marketing, along with pre-existing competition, makes it even harder to earn the top keyword results and get your content ranked on targeted searches.

Businesses that begin to notice their website starting to slide in rankings overall are also likely seeing blogs and landing pages that used to rank in top results slide as well. Websites need constant improvement and optimization in order to maintain their search rankings, but individual content pages and items can re-earn top spots with a few simple, yet effective, optimization techniques.

Below, we’ll dive into the key reasons that your content slides down search engine rankings compared to competitors and how you can begin to bump back to the top keyword results:

Content that isn’t re-optimized and lacks keyword detail will lose rankings

The main reason why your content, such as blogs, infographics, landing pages, and others is likely to lose keyword ranks is that it lacks appropriate updates for Google’s constant algorithmic changes. Thin content penalties and content that doesn’t appropriately highlight keyword phrases is likely to get outranked more comprehensive, detailed, and well-written content.

Additionally, content that doesn’t incorporate visuals, easy-to-navigate UI features, and appropriate content optimization features can easily get outranked by a competitor. The main factors that work in tandem to reduce your content ranks are as follows:

  • A lack of keywords and word count on blogs and pages that impacts your content due to thin content penalties.
  • Low or no use of images with keyword-related alt text.
  • Little to no use of metadata on meta descriptions and page titles.
  • No H-tags that can help search engines organize and identify the context of blogs and pages.
  • Duplicate content that is a recycled blog that uses exact-match content from an old blog.
  • Lack of schema data on appropriate content mediums,  which help to earn featured snippets above organic results.

Websites that don’t take the time to optimize new content pages, and re-optimized any dated or obsolete content items could not only lose rankings but suffer penalties from Google Search. Google’s constant and consistent quality updates can aggressively penalize outdated blogs or pages. For example, a blog from 2016 that performs is not likely to continue performing well in 2020. The context of the topic, the blog length, lack of images, and other factors don’t take into account Google-friendly ways to earn top keywords.

If you ever need an expert to identify the key issues in your digital marketing, website ranking, or additional SEO needs, then contact the BWM team for a free website audit! Our experts are happy to discuss some of the above needs for your website and see how an optimized digital campaign can help you!

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