Solutions to Poor Search Engine Rankings

By Paolo Tanjuatco

The increasing competition in the digital landscape has made achieving high search engine rankings more challenging as more companies establish their online presence to gain a competitive edge. Given this, standing out among competitors and attracting more organic traffic becomes significant. However, many businesses struggle to achieve the expected digital outcomes due to reduced visibility and low search rankings. This article explores practical solutions to improve your search engine rankings and boost your online presence in the digital landscape.

Understanding the Importance of Keywords

The Role of Keywords in SEO

Keywords pertain to the terms and phrases that your target audience use to enter into search engines when looking for information. Choosing the right keywords is significant as this can attract traffic to your website. 

Conducting Effective Keyword Research

To be able to identify the terms used by your target market makes your keyword research more effective. You may use tools Google Keyword Planner, SEMrush, and AHRefs to help you determine the keywords that fit best with your content and website. 

Tips for Selecting the Right Keywords

  1. Know Your Target: Knowing your target audience can help you identify possible keywords they would use when searching for specific topics and information.
  2. Relevance: Ensure that you use keywords relevant to your business and content to drive traffic to your website. 
  3. Search Volume: Target keywords with a high search volume, which you can determine using some of the tools mentioned in the previous section.
  4. Monitor Performance Metrics: Regularly monitor and analyze the performance of your chosen keywords using tools such as Google Analytics.
  5. Remain Updated: Adjust keywords accordingly, depending on the performance and trends of your target audience and the market.

Mastering On-Page SEO

Defining On-Page SEO

On-Page SEO pertains to optimizing web pages to rank higher and gain more traffic. This includes the optimization of both content and HTML codes. 

Key On-Page SEO Techniques

  1. Meta Tags: Optimize different meta tages including title tags, descriptions, and keywords, to improve search engine understanding and click-through rates.
  2. Header Tags: Use header tags (H1, H2, H3) to structure content and highlight significant sections.
  3. Keyword Optimization: Incorporate relevant keywords into your content.
  4. Content Quality: Create high-quality, informative, and engaging content that provides value to readers.
  5. Internal Linking: Use internal links to guide visitors to related content and distribute link equity throughout your site.

Leveraging Off-Page SEO

Defining Off-Page SEO

Off-Page SEO also involves activities aimed at improving search engine rankings, but unlike On-Page SEO, these activities are performed outside and beyond your website such as your site’s authority and reputation through backlinks.

Strategies for Building High-Quality Backlinks

  1. Social Media Content Promotion: Share your content via social media platforms to attract backlinks. 
  2. Influencer Collaboration: Partner with influencers to gain backlinks from their websites.
  3. Utilize Press Releases: Use press releases for major announcements to gain backlinks from news sites.

Importance of Social Signals and Brand Mentions

Social signals, such as likes,comments, and shares, indicate content quality, popularity and visibility, which influences search rankings. In addition, brand mentions, even without direct links, can also enhance your site’s authority such as by associating your brand with relevant topics.

Enhancing Technical SEO

Defining Technical SEO

Technical SEO involves optimizing your website’s infrastructure. This is done to make it easier for search engines to crawl and index your website.

Key Technical SEO Elements

  1. Site Speed: Ensure that your website loads quickly when users are trying to access and navigate it.
  2. Mobile-Friendliness: Optimize your site for mobile devices considering the huge number of mobile users.
  3. Crawlability: Ensure that search engines can easily crawl your site by using a clean URL structure and submitting an XML sitemap.

Common Technical SEO Issues and Fixes

  1. Slow Loading Speed: Utilize tools such as Google PageSpeed Insights to identify, solve, and fix issues slowing down your site.
  2. Broken Links: Regularly monitor and fix broken links to ensure a seamless user experience.
  3. Duplicate Content: Use canonical tags to address duplicate content issues.

Tools and Resources

Tools like Screaming Frog, SEMrush, Moz, and Google Search Console can help you conduct comprehensive technical SEO audits.

Adapting to Algorithm Updates

Impact of Algorithm Updates

Search engine algorithms affect how websites are ranked. As it continues to change and evolve, remain updated to maintain and improve your rankings. 

Strategies to Stay Updated

  1. Follow SEO Contents: Keep up with industry research, blogs, vlogs, and other published contents like relevant business news to remain updated. You may also follow industry experts.
  2. Participate in Webinars, Conferences, and Trainings: Participating in these activities would enable you to gain  insights, experiences, and most importantly lessons from different experts regarding current trends and changes. 
  3. Monitor Analytics: Regularly review your website’s analytics to identify any changes in traffic patterns.

Adapting Your SEO Strategy

  1. Content Quality: Focus on creating high-quality content that would attract and engage your target audience.
  2. User Experience: Ensure your website provides a seamless user experience such as user-friendly, fast, and mobile-optimized.
  3. Diverse Link Building: Build a diverse and natural backlink profile to withstand algorithm changes.

Comprehensive SEO Strategy

Importance of an Integrated SEO Approach

Combining On-Page, Off-Page, and Technical SEO strategies creates an overall effective SEO plan. Each SEO approach complements the others, which leads to a more holistic optimization effort.

Creating a Sustainable SEO Plan

  1. Set Clear Goals and Objectives: Determine what you want to achieve with your SEO efforts.
  2. Regular Audits: Conduct regular SEO audits to identify and fix issues promptly.
  3. Content Calendar: Create a content calendar to ensure that there is consistency when it comes to your postings and publishings.

Monitoring and Measuring SEO Success

  1. Use Analytics Tools: Tools like Google Analytics, SEMrush, and AHRefs can help you track your SEO performance.
  2. Key Metrics: Focus on monitoring the key metrics such as organic traffic, conversion rate, and keyword rankings.


Improving your search engine rankings requires effective execution of techniques including On-Page SEO, Off-Page SEO, Technical SEO, and adaptation to algorithm updates. By practicing and implementing these strategies, you can achieve your goals and objectives by enhancing your online visibility, attracting more organic traffic, and, above all, achieving higher search engine rankings.

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About the Author

Paolo Tanjuatco is a Brand and Marketing Strategist who has over 17 years of experience. Currently the head of FortifySEO with more than a decade of experience working in brand marketing for industry leading companies in the Philippines and multinationals.

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