rankingCoach is designed to help you improve your website SEO rankings. Since its launch a few years back, the app has been consistently improved with new features being added to help you optimise your website and improve your visibility in Google’s organic results. If you feel like you need help to better understand how to do SEO with rankingCoach, check out this article.

Working on the tasks to optimise your website is a good start, but how can you measure whether your efforts are paying off? The answer is simple: comprehensive keywords ranking reports that are updated daily!

In the reports section of your rankingCoach dashboard, you have access to detailed reports indicating the organic ranking position of your website in the SERP for each and every keyword you have chosen. Click on “Reports” in the left menu and then on “Search engines” to find this.

How to read my reports?

The first report you come across gives you an overview of your website’s ranking for each of your keywords today (first column on the left), a week ago (second column) and a month ago (third column). The last column gives you an idea of how the search volume of the keywords has evolved over the last few months. If you click on the keywords, a pop up window with extra information will open. There you can find a screenshot of your website’s snippet in Google’s result pages, as well as data related to the keyword’s potential (search volume, results on Google, Google Ads cost per click …).

Please note that those results might not look exactly as the ones you get if you do a search from your own browser. Indeed, Google tries to customise the results it gives you as much as possible by taking into account your preferences. If you often search for your own website, Google is more likely to display it at a more prominent position in the search results it has tailored for you. Read this article if you want to know more about this topic.

A dash in the report indicates that your website is nowhere to be found in the first 100 results (or on the first 10 pages) of Google. As such, we do not show rankings past position 100.

You might also have noticed little green and red arrows in your reports. What do they stand for? A green arrow pointing up indicates that your rankings have been improving and a red arrow pointing down that your rankings have been decreasing.

You might also have seen a little red pin next to your ranking position when your website is ranking within the top 3 positions in Google. This means that your Google My Business entry is being displayed in the Google Maps results above the organic results in the SERP (as seen below). Want to know more about Google My Business? Click here.

A little drop down menu at the top of each report gives you the option to switch between national and local data. You can manage your locations by clicking on the little wrench icon.

What about the other reports?

The second report gives you a detailed overview of the evolution of your rankings over the last 30 days. You get to see what exact position your website was ranking on each day.

You might notice that your rankings are constantly fluctuating from one day to another. Don’t worry, this is totally normal. We will get to this in the next section below so keep reading if you want to know more about it.

The third and last report gives you data about your competitors. You get to compare your website’s rankings with theirs for each of your keywords. In order to get relevant data in this table, you have to pick your competitors carefully. Choose realistic companies that are similar to yours in size and that target the same audience as you do.

Why are my rankings going up and down?

Rankings tend to fluctuate from one day to another and it is totally normal. Actually, the lower your website is ranking in the result pages, the more likely you are to experience greater fluctuations. Websites that made it to the top of the result pages only recently are also more prone to see their rankings fluctuate.

Those ups and downs can be due to many factors, from changes in Google’s algorithms to adjustments to your website’s content or change in your competition.

What you have to keep in mind is that SEO is a long term process. Therefore, you should not focus on day to day evolution, but rather analyse your rankings on longer periods of time. It is not because your rankings are going down from Tuesday to Wednesday that the overall trend is not positive.

You can also check your competitors’ rankings to see whether they are experiencing the same kind of fluctuations as you are or have a look at your website’s traffic. If your competitors do happen to experience the same as you are and if your traffic hasn’t dramatically dropped, there is no need to panic.

However, if you do notice an overall negative trend over several weeks, you should check

  • whether Google has announced any big algorithm change and see what you can do to fix your drop in ranking;

  • whether you have a new big competitor or whether any of your main competitors has a new SEO strategy and learn from it;

  • whether you have changed any of your website’s URL;

  • whether you might have lost any valuable backlinks and try to get them back;

  • whether your internal links and redirects are in order and fix them if you notice any issue;

  • Your website’s loading speed;

  • Any change in content you might have done.

How come my rankings are not improving?

We keep repeating it, but SEO takes time and you will not see results overnight. It can take several weeks or even several months before you see improvements. Check this article if you want to know more about it.

However, if you have done all the tasks and you don’t see any improvement at all after this time, it might be time to adapt your strategy.

First of all, check your keywords. Did you pick many red keywords? The colour of the keyword gives you an idea of its level of achievability. Green stands for a low level of difficult achievability, orange for an intermediate level and red for a high level of difficutly. This means that red keywords are very hard to rank for, especially for SMBs, because they are used by a great deal of websites and you might be competing against big names or big branches that have a complete team working full time on their SEO. Therefore, red keywords are often unrealistic keywords for small companies as they are unlikely to ever reach top places for them. You should focus on easier keywords, green or orange keywords, that have a good search volume. Read here if you need more help on how to pick keywords.

You also need to make sure your keywords truly reflect what you are offering to customers. Google’s priority is always to give the user the best possible answer to their query. Therefore, Google will never display your website in the search results if your website’s content is not relevant for the user. Let’s say you have a bookshop in London. There is no point trying to rank for the keyword “London” on it’s own. Indeed, people entering “London” in a search engine are not looking for your company, they are probably looking for information about the city itself, what to do there, what to see, etc… but not specifically to buy a book. Therefore, Google will never judge relevant to display your website in the search results for the keyword “London”. You have no chance of ever seeing your ranking improving for this keyword. You should try to aim for keywords like “bookshop in London” or “where to buy books in London” that are better matching what you are actually offering to customers.

If the problem doesn’t come from your keywords, it might come from your content. You have to remember to write for humans and not for machines and your content has to answer the most common questions your visitors might have. Click here if you want more information on how to write the best content. Always go by the saying, “keywords need to match the content of the page they are assigned to.”

You now have all the information you need to analyse your rankingCoach keywords ranking reports and the performance of your SEO strategy and to get back on track if you realise your strategy needs to be adjusted.

Feel free to get in touch with our support if you have questions or if you need help. We would be happy to help!

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