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If you've been working hard on your website but still aren't seeing results in search rankings, you're not alone. Many businesses struggle with SEO despite their best efforts. SEO rankings are important, because the higher you rank for a given keyword, the more likely users are to see and click on your result.
Why your website isn't ranking on Google (and how to fix these mistakes)
Statistically, the #1 organic result has a 10x higher click-through rate than the #10 organic search traffic.
Regular Google algorithm updates that affect rankings.
User experience (bounce rate, dwell time, site usability).
Backlinks and authority (domain reputation, high-quality links).
Technical SEO (site speed, mobile-friendliness, crawlability).
On-page SEO optimisation (content quality, keyword optimisation, internal linking).
Google uses complex algorithms to determine which websites appear on search results. The key Google ranking factors include:
How Google ranks websites and what you need to know
GOOGLE INDEXES
YOUR PAGE
google bots or “spiders” crawl your site and review pages
you publish content on your site
if your page mEets the rankings criteria, google will show it in its serch results
However, Google has confirmed some ranking factors, while marketers have made educated guesses about others. Since search visibility directly impacts traffic, lead generation and revenue, understanding these factors is critical to success.
They want to prevent marketers
from manipulating rankings unfairly.
They want to prevent other search engines
from copying their algorithms.
Many businesses struggle with SEO challenges that prevent them from ranking highly on Google. Search engines keep their ranking factors secret for a number of reasons.
Low rankings: ‘Why my website isn't ranking on Google?’
Poor user experience
and high bounce rates
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Lack of high-quality backlinks and weak domain authority
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Content-related problems like duplicate content and poor keyword targeting
[2]
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Technical SEO ranking issues such as slow page speed and indexing errors
Several factors can prevent your website from ranking high
on Google. The most common issues include:
Common reasons why your website is not ranked
Technical SEO issues affecting your rankings
Implement a clear URL structure, fix broken links,
and employ proper internal linking strategies.
solution:
Poor site architecture and broken links
A disorganised website can make it hard for users and search engines to navigate.
Use Google Search Console to check for indexing issues and make sure your robots.txt file isn't blocking important pages.
solution:
Indexing and crawlability issues
If Google can't crawl your site properly, it won't rank your pages.
Use Google PageSpeed Insights to analyse performance and improve load times.
solution:
Slow page speed and mobile-unfriendly
Google prioritises fast-loading, mobile-friendly websites. If your site is slow or not optimised for mobile, it can have a negative impact on your rankings.
Content issues that keep you off page one
Conduct keyword research to understand user intent and create relevant content that not only matches the keywords, but provides truly relevant, practical and useful information to the user. Don't just give a short answer to a question, show a train of thought, provide expertise, and create an emotional connection.
solution:
Importance of search intent
Your content needs to match what user are searching for.
Short, low-quality pages won't rank well compared
to in-depth, informative articles.
solution:
Thin content vs. high value content
If Google can't crawl your site properly, it won't rank your pages.
Write original, high-quality content and use keywords naturally. Don't create texts that already exist. You may not be able to add anything new to your topic, but you can quote experts, statistics, cases or your own experience.
solution:
Duplicate content
Google penalises websites with copied or overly keyword optimised content.
Backlink and authority issues affecting your rankings
E-E-A-T are essential for building long-term SEO success. Google prioritises content written or reviewed by real experts and hosted
on websites that show clear credibility. The right backlinks — especially from niche-relevant, high-authority domains — help reinforce this authority and push your rankings higher. Here’s a tip from our team. Invest regularly in digital PR, guest posting, or partnership mentions. They not only drive traffic but also enhance your site’s authority in Google’s eyes.
*E-E-A-T — Experience, Expertise, Authority, Trustworthiness
Importance of E-E-A-T*
External links pointing to your website remain one of Google’s strongest ranking signals. High-quality backlinks act like votes
of confidence — they show that other websites trust your content.
The more reputable the source, the more authority your site gains. Think of backlinks as digital word-of-mouth.
How bad links hurt rankings?
User experience and engagement factors that impact SEO
Effective CTAs (call to action) guide users to desired actions, improving conversions and overall user satisfaction.
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High engagement metrics, such as time on site and low bounce rates, signal quality content to search engines.
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A well-structured, user-friendly website encourages
longer visits and reduces bounce rates.
[2]
With more and more users browsing on mobile devices, Google favours mobile-optimised websites.
[1]
Slow-loading pages lead to higher bounce
rates and poor rankings.
How algorithm updates and penalties can lower rankings. And why are we talking about pandas?
To stay protected, consistent SEO monitoring is key. Keep your content fresh and relevant, follow white hat link building practices and maintain a technically sound site.
Google now regularly launches core updates, each of which refines the way search results are ranked. These updates can target user experience signals, page speed, spammy links, mobile usability or even E-E-A-T (experience, expertise, authority, trustworthiness).
Google's algorithm updates can significantly change your website's ranking — often overnight. These changes are designed to prioritise sites that provide real value to users.
Wondering if an update has affected your site?
Check tools (like Google Search Console) or compare your traffic
in Google Analytics before and after the update date. A drop
in impressions, clicks or rankings could indicate that you've
been affected.
User experience and engagement factors that impact SEO
Sometimes it is enough to delegate tasks
to professionals who have already solved such problems hundreds of times and get a solution in just a few weeks. At SHARK we are ready to audit your website and advise you on the next steps.
6. Trust the professionals
5. Improve user experience and SEO
Improve navigation, site design and engagement metrics (bounce rate, time spent) to keep visitors on your site longer.
Earn authoritative links through guest blogging, affiliate links and digital PR by removing harmful backlinks.
4. Build quality backlinks
3. Optimise content for search engines
Rewrite poor quality or duplicate content, incorporate keywords naturally, structure articles with clear headings and internal links.
Improve site speed, ensure mobile friendliness, fix broken links and improve click-through with proper indexing settings.
2. Fix technical SEO issues
1. Conduct a full SEO audit
Identify technical issues, content deficiencies and backlink weaknesses using tools such
as Google Search Console, Ahrefs or SEMrush.
What’s the deal?
A well-optimised website helps potential customers find
the information they need more quickly, making it easier
for them to decide on a purchase or service. Need expert help?
Improving your Google rankings requires constant effort
and a solid SEO and backlink strategy. By fixing technical
issues, optimising content and building authority, you can
not only increase your search visibility, but also attract more
leads to your site.
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