You may well find that your web site’s place in Google’s rankings keeps changing, but what changes might cause your listings to vary?
Here are some of the factors:
- Whether you define a search as a definitive location, however Google will localise anyway.
- Who Google thinks you are – it will customise searches for you.
- Where Google thinks you are or where you actually are (if you have your location settings enabled on a smart device).
- Which Google server you logged into – there are multiple Google servers and they are not always ‘in sync’.
- Google are constantly updating and adding to their algorithms. This may change how your site is perceived so keeping on top of the latest Google updates is a must!
- Google use ‘bots’ to continually crawl the web to find new pages to be added to their index.
- Search volume – the more successful you are, the higher Google will rate you.
- Bad competitors – bad competitors may get quick listings on Google with bad links and poor practices, then get penalised a month or two later.
- Good competitors – if they post good content relating to your keywords, and they have authorative links, they will rank above you.
- Authorative sites – if a renowned site like Wikipedia list your key phrases, then the chances are that they will appear above you.
- External links – if you add good external links, such as social media then you can move up the rankings.
- Backlinks effect Google’s perception of the value of your site so it is important that the backlinks to your site are of value and not spam! Adding a backlink to a site which has no relevance to your niche will be penalised by Google.
- Minor variations in search phrases, spelling and spacing will produce variations in search results.
Ranking on the first page is important, as more than 80% of searchers don’t go beyond the first page! Google is interested in delivering the very best results for the searcher, meaning high quality content should be a major priority within your marketing strategy.