Having a great website that people like and can easily find is the key to internet marketing success and it is the goal of all webmasters and business owners; unfortunately, there are many websites that just do not make the grade.
The fact is that SEO or search engine optimisation is an obtainable goal for any website or piece of content if you have the knowledge and know how to obtain it.
Google’s algorithms are aimed principally at helping people when they initiate searchers to find high quality, relevant websites by reducing the rankings of sites that have low quality content, content that is not relevant or duplicated.
Your website or content rankings can fluctuate for many reasons; mostly it’s due to human error and can be prevented. Sometimes it’s just because another site has better content than yours or another site has a better set of keywords that help more people find it than yours.
One of the things that determine ranking is the number of high quality organic (Unpaid) visitor you have to your site. When you have a lot of traffic or people clicking on your website and then bouncing off again quickly it indicates to the search engines that there is a probably a problem with your site. It is far better to have fewer high quality visitors (site visitors that stay for a few minutes or more) than lots of traffic that bounce away quickly (under 20 seconds). The top ranking sites have the majority of their visitors staying on their site for more than 2 to 3 minutes and a high number of return visitors. This indicates to Google search engines that your site is providing value to its visitors and if your site is relevant to its site description (this means if your site is about homemade chocolate and talks only about homemade chocolate, not side tracked with something that’s off the subject) it has a much better chance of a high ranking.
Some reasons website can have a lower ranking are:
If your backlinks are genuine and legitimate (made by visitors who want your content and not purchased, traded or swapped) then they are extremely advantageous, if not then they are a huge disadvantage and should be removed.
Google rewards people who have a straight up honest, high quality website with relevant and interesting content by awarding them a high place in the rankings. If your website is technically perfect and you follow all the Google guidelines, then you can expect to get a good ranking. Nothing is guaranteed as the final say on your ranking rests with the number of good votes you get or the number of people who click on your website and stay there because you are providing them value and a reason to stay there as well as visiting you 2 or more times.
There are a variety of reasons a site does not get the ranking it may deserve, usually, the problem can be rectified by checking everything, especially content, but without analyzing, scaling and optimising your whole site including your SEO strategy everything will be unpredictable and random.