SEO, also known as Search Engine Optimization, is the process of “filling in the blanks” between a given website and Google. The main difference between SEO practices and Google Ads is that SEO is based on organic ranking, which is done without the use of paid advertising.
Let’s say you were looking for a purple down vest. You will probably Google, “purple down vest” or “purple down vest near me.” The first link that appears is a link from a company named “Great Outdoors” that says “down vests.” So, you click the link, only to find that there are actually no down vests at all, much less a purple one. Immediately, you would leave their page to return to your initial search, therefore exiting their website (which is known as a quick bounce-rate in SEO terms). This would lower the Great Outdoors’ ranking for the “purple down vest” keyword because they’ve poorly optimized for a search term that they don’t actually sell.
What we saw here was bad SEO on Great Outdoors terms; they clearly haven’t updated their website or are incorrectly using a particular keyword. Google will lower your website ranking if the information on the page isn’t consistent with the search terms that you are optimizing.
There are a wide variety of other things that could be affecting your SEO ranking for certain keywords, such as website lag, broken links, non-indexing options enabled, and more. To improve your search engine results, there are limitless possibilities and strategies that could be implemented to better optimize your website.
Keywords and rankings are always changing, and it is crucial to be on top of these changes or your website may lose its rankings entirely. Be sure to spend time everyday or hire a professional to constantly analyze and change your strategies over time.