SEO Blog

Publish or perish – oops I lost my ranking!

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My last blog post on this site was way back on 11 May 2015 (it’s now 2 Sep). The thing is I’ve been busy working with clients, too busy to work on my own site. So I thought it was time to give this blog some much needed TLC. As part of general maintenance I went into Google Console and truth was looking straight back at me – publish or perish!

Because I hadn’t added anything to this blog for four months my rankings had really tanked. For key terms where I did rank on page one I was down on page three. For some they had disappeared completely. But it really didn’t surprise me. You see, I know the value Google places on producing fresh, quality content. And because I hadn’t posted anything recently I KNEW my rankings would take a hit. So to breathe life back into this site I need a plan – one that my readers can also use to maintain website rankings.

Publish or perish action plan

Many years ago I learnt first aid. My most vivid recollection of this training was when we were being taught about Actions to  Preserve Life. Check pulse. If no pulse perform CPR. Maintain external cardiac compressions until help arrives. A website is much the same as any living breathing organism and requires the same intensive care if left for dead. So how to triage a dying website?

Actions to Preserve Websites

  • Check that search engines can crawl the site
  • Check your site for low-quality back links
  • Update framework themes and plugins to the latest versions (especially if you are using WordPress)
  • Write some content – like I’m doing right now. Be sure that it’s detailed and not too thin (Google likes at least three hundred words of content
  • Use the keyword you want to rank for in the title, headings and body content (but avoid keyword stuffing)
  • Share that content  – via social media but also ask other websites to link to your content
  • Write some more content – and repeat.

It’s not rocket science. It’s not even SEO. It’s about providing users with great, up-to-date content, and maintaining a healthy website. If you view it this way you won’t be trying to optimise your website for the wrong reasons. You will actually be providing value (in this case what I hope you find helpful advice) to user who want want you have, be it a product or service.

So publish or perish – it really comes down to putting in the effort. Content is King. And great content trumps average content. Keep that in mind at all times when thinking about your website. Ask yourself daily, what information can I share today that nobody else can. That’s how you set yourself apart. So do it now!

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About the Author:

Michael Breen has over 17 years experience in digital. He is an SEO expert and can improve your website ranking on Google.
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