What To Do When Your Webpage Doesn’t Rank

Don’t Give Up!

Search engine optimization (SEO) is a way (the way!) for people to find your webpage through a Google Search. Almost every other internet experience begins with a search engine query. The top result on Google has a 33% chance of getting clicked.

Astonishingly, 75% people won’t even click on the second page of the search results.

The reason why other websites are ranking higher than yours on Google is because they are making a conscious effort to improve their SEO.

If you want better website traffic, Google’s first page is where you want to be.

As a marketer, you’re probably wondering: “I’ve launched my client’s website, I’ve provided quality, engaging content, I’ve done everything right. Why isn’t my webpage ranking?”. If you have these questions, or are close to giving up completely, I’m glad you found my page. Here are 5 reasons why your webpage isn’t ranking, and 5 things you could do when your Webpage doesn’t rank:

  • Content Length: Long-form content is considered to give more value to users. So, Google looks for and loves webpages with long text content. If your webpage provides all the information needed for a particular topic, it means your visitors get all they need in one page and they don’t need to visit more pages to get the answer to their question.
  • Tough Competition: If your target keywords are highly competitive keywords, it will take longer and more in-depth work for your webpage to reach Google’s first page. Websites fail to rank because their target keywords are highly competitive keywords. In order to reach the first page, your website needs to provide stronger content and be overall better than the competition’s. An example of a highly competitive keyword is “best laptops”. As you can see in the screenshot below, big, established, and popular computer websites like hp.com and Microsoft.com have dominated this first page. Their websites have millions of inbound links from thousands of domains. You need to use software like  MozMajestic or Ahrefs to comprehend the level of competition for your chosen keyword before you start creating content.
  • Improve Your Page Loading Speed: It’s extremely important to optimize both your page speed and server response time. If the loading time of your page is too slow, Google would recognize it, and it could harm your webpage’s ranking. A slow webpage negatively impacts your visitors’ overall user experience. This negative experience will also affect your ranking. Below, is a quick look at how users abandon slow loading pages. Research shows 53% of visitors will abandon websites if the page takes longer than 3 seconds to load. To make things worse, a shocking 80% of those visitors won’t return to that website. This is definitely bad news for your SEO ranking because it eventually kills traffic to your website and foils your overall conversion goals. To avoid this, test the speed of your website, using online services like Pingdom, which is available for free. This helps you test your website from different locations all over the world. If your webpage loads fast, people will keep coming back. If people keep coming back, Google’s algorithm will recognize your website’s popularity and adjust your search ranking accordingly.
  • High Quality Content: Frequently updated websites tend to fair better. Also, you need high quality, recent, and relevant content to improve your ranking. Dwell Time is how much time people spend on your website per visit. If your site has fresh, exciting, or newsworthy information, it will keep visitors on your page longer and improve your website’s dwell time. If your webpage provides highly informative content, it will have long dwell times. Google Chrome controls nearly 45% of the internet browser market share, making it the most popular browser in the world. To date, Chrome remains the most downloaded browser in the US. When users bookmark your website from a Google Chrome browser, it can help your SEO ranking. Visitors tend to bookmark webpages with noteworthy content!
  • Optimize Your Site for Mobile Devices: Finally, mobile use is on the rise. Mobile vs. Desktop usage in 2019 shows that “for most sites, the majority of their traffic comes from mobile devices. This is a critical fact of life for all business and media websites.” Mobile use has in fact overtaken the use of computers and laptops. Because Google acknowledges this fact, it ranks sites accordingly. The better your website is optimized for mobile users, the higher it’d rank. Interestingly, over 60% of Google searches come from mobile devices. If your website isn’t optimized for mobile users, it will most certainly hurt your ranking. Make your webpage mobile user friendly to increase your webpage ranking.

Additionally, Dwell Time is increased on mobile which is good news for your SEO ranking!

P.S: To know where you currently stand in Google’s search results, you can use tools like SERPs.com to check where a site page ranks for a certain keyword or term.

P.S.S: Next week, we would look at 5 more things you could do to increase your Webpage Ranking. See you!

“34 Ways To Improve SEO Rankings in 2019.” Quicksprout, 29 July 2019, www.quicksprout.com/ways-to-improve-seo-ranking/

Chapter 4: “On-Site SEO” Digital Marketing Essentials, by Jeff Larson and Stuart Draper, Publishing by Edify, 2018.

5 Ways to Increase Landing Page Conversions

Looking to boost conversions on your website? Remember these 3 words: DESIGN! DESIGN!! DESIGN!!!. According to research from Stanford University, 46.1% of people say a website’s design is the top criteria for deciding if a company is credible or not. So, it’s extremely important that your design looks professional. 

Landing pages are created with the intent of converting site visitors into sales. Your conversion rate is the percentage of visitors to your website that complete a desired goal (a conversion) out of the total number of visitors. A high conversion rate is indicative of successful marketing and web design. 

Here are 5 easy ways you can increase your landing page conversions: 

  1.  Design for Usability: Usability is the degree to which a software can be used by specified consumers to achieve quantified objectives with effectiveness, efficiency, and satisfaction in a quantified context of use. Websites should be designed so that the average user (ideally, the below-average user) can find what they’re looking for or accomplish what they want without too much thought or work and without making too many wrong clicks. Increase usability to reduce barriers to conversion.
  2. Generate User Reviews of the Product/Service: Any Amazon customer or seller would tell you that reviews are the life-blood of any business in this digital age. Even non-Amazon customers sometimes log in just to read reviews of a product they want to buy in a brick-and-mortar store. Personally, I seldom buy any product that has no reviews from its customers. No matter how famous and trust-worthy the brand name, I feel safer shopping online knowing the consumer-experience of other customers. So, if and when possible, harp on encouraging verified customers to leave product reviews. 
  3. Conversion-Centered Design: There are 7 principles guiding conversion-centered design – Attention, Context, Clarity, Congruence, Credibility, Closing, and Continuance.  
  • Attention:  1) What is the action you want potential customers to take? 2) Does everything on the page point to this action? 3) Is there a single call to action that attracts users’ attention? 
  • Context: Here, you have to reassure your visitors that clicking you page was a good choice by creating a strong link between the pre-click (source of the campaign) and post-click (landing page) experience. Ask: Where are site visitors coming from? Does the message and content of the homepage match the expectations of customers? 
  • Clarity: Write a copy that communicates the value proposition of the campaign quickly and effectively. Ask: – Is it clear from a quick scan of the webpage what the webpage is about? Does the user know what will happen once he or she clicks a link? 
  • Congruence: Align every aspect of your landing page with the campaign goal. Ask: Do all the words on the landing page encourage the conversion or do some words distract potential customers from the desired behavior? 
  • Credibility: Trust symbols (any symbol, icon, image, or small statement communication to the user that the site is legitimate) inspire confidence in the visitor. Also, “real photographs” are more trustworthy than stock photos. Ask: Do potential customers have ample reason to believe you can deliver on your promises? 
  • Closing: Use positive messaging close to the desired click region. Negatively-valenced words can sometimes inhibit clicking. 
  • Continuance: This can be used to get a second conversion and create a post-conversion experience.  

4. Add a Visual or Video to Your Landing Page: Informative videos help visitors in making well-informed decisions on your landing page. Research shows that landing pages with a short video can increase conversions by up to 80%. Videos can also increase the amount of time spent by a visitor on your landing page.  

5. Create Effective Visual Hierarchies: More important things should be larger and higher up on the page, and similar items should be groups together. Break pages up into clearly defined areas helping different users with different actions identify the specific area of the site first. 

Finally, a landing page is most likely to convert if it provides clear answers to these three questions with information easily found above the fold (the portion of the website that can be seen without having to scroll down). 

  • What are you offering? 
  • Why should I pick you? 
  • What do you want me to do next? 


  • Roger, Erra. 7 Easy Ways to Increase Landing Page Conversions. EZ. 



  • MRKT 484 Ryan on Testing Landing Pages. OSU MediaSpace, Oregon State University, https://media.oregonstate.edu/media/t/0_j1xoorhb
  • Leist, Rachel. “How to Write a Blog Post: A Step-by-Step Guide [ Free Blog Post Templates].” HubSpot Blog, 6 May 2019, https://blog.hubspot.com/marketing/how-to-start-a-blog#sm.00007ssv1q6ovdkcq1p1c0jjakt6m