Introduction
If you’ve been working on SEO for your website, you know that rankings and keywords are constantly changing. One moment, you’re thrilled because a particular keyword has earned you a top spot on Google. The next, you’re frustrated because your ranking has dropped, and along with it, the traffic to your website. When your keywords start to decline, it can be disheartening. But don’t worry; this is a common problem, and with the right strategy, you can recover.
In this article, we’ll discuss everything you need about declined keywords, why they happen, and how to fix the issue. By the end, you'll have a complete list of actionable steps to get your keywords back on track. What Are Declined Keywords?
Simply put, declined keywords are search terms that once ranked well for your site but have seen a decrease in ranking position, impressions, or clicks. A drop in any of these areas usually means your page no longer appears as frequently in search results, resulting in lower visibility and traffic. If you've noticed that some of your keywords are no longer performing as they once did, understanding why is essential. But before we jump into why keywords decline, let’s review how keywords function within SEO.The Role of Keywords in SEO
Keywords are the foundation of SEO. They are the words and phrases people type into search engines when looking for information, products, or services. When you do keyword research, you find terms relevant to your content and audience and aim to rank for them in search results. The goal is to match users' search intent and drive organic traffic to your website. The more relevant your keywords are to people's search queries, the higher the chances that your content will appear in search results. This leads to more traffic, engagement, and conversions on your site.Why Do Keywords Decline?
There are several reasons why keywords can experience a decline in search results, which could affect your site’s overall SEO. Below, we'll explore the most common causes.1. Increased Competition
One of the most common reasons for declining keyword ranking is increased competition. Every day, new websites are launched, and competitors are constantly updating their content to meet the changing demands of users and search engines. If a competitor publishes a more comprehensive or up-to-date article on a search term you're targeting, they might outrank you in search results. This happens frequently with competitive keywords that have a high search volume. Keeping your content fresh, relevant, and engaging is key to maintaining rankings.2. Outdated Content
Google prioritizes up-to-date content. If your page was written several years ago and hasn't been updated to reflect current information or search intent, Google will likely favor newer, more relevant content. Users want the most accurate and current information, and Google strives to provide that through its algorithm. If you notice that an article helpful to users in the past is losing its ranking, it might be because the content no longer aligns with what people are searching for today. Regularly updating your content is a simple yet effective way to maintain or regain keyword rankings.3. Changes in Search Intent
Search intent refers to the reason behind a user's search query. Is the user looking for information, or are they ready to purchase? Sometimes, search intent changes over time. For example, a keyword that once indicated a user was looking for information might now signal commercial intent. If your content doesn’t match the new search intent, Google might demote it in favor of a page that does. Understanding search intent is crucial to maintaining your rankings. When doing keyword research, always consider the type of content that will best satisfy the user's query.4. Google Algorithm Updates
Google frequently updates its algorithm to improve the quality of its search results. Some updates are small and have a limited impact, while others, such as core updates, can significantly change the ranking of websites. If your site was negatively affected by a Google update, you might see a decline in the rankings of several keywords. It’s essential to stay informed about any major Google updates and adjust your SEO strategy accordingly. While you can’t control the algorithm, you can control how well your site aligns with Google’s preferences, such as focusing on high-quality content, user experience, and relevant backlinks.5. Technical SEO Issues
Technical SEO refers to optimizing the backend of your website to help search engines crawl, index, and rank your pages. If you experience issues such as slow page load speed, broken links, or improper use of tags (such as "noindex"), it could lead to a drop in your keyword rankings. For example, if Google can’t crawl your site efficiently due to an indexing issue or slow site speed, it may push your pages lower in the search results. Regular technical audits are essential to ensure that your site remains optimized.6. Loss of Backlinks
Backlinks are one of the most important factors in SEO. They act as votes of confidence from other websites, signaling to Google that your content is valuable. If you lose backlinks from high-authority sites, your ranking may decline. This can happen if a page linking to you is deleted or the site’s SEO is downgraded. To recover from lost backlinks, consider building new, high-quality links or contacting the website owner to restore the lost link.How to Identify Declined Keywords
Before recovering from a keyword decline, you need to identify which keywords are dropping. Tools like Google Search Console, Google Analytics, and other SEO platforms (such as Ahrefs or SEMrush) are crucial in helping you track your keyword performance over time. Here’s how you can check for declined keywords:
1. Google Search Console
Google Search Console is a free tool that provides insights into your site’s search results performance. You can view the search queries your site ranks for and impressions and clicks for each keyword. By comparing these metrics over time, you can spot any significant declines. To view your keyword data, simply add your site to Google Search Console and navigate to the “Performance” section.2. SEO Platforms
SEO platforms like Ahrefs and SEMrush offer more detailed keyword tracking. These tools allow you to monitor each keyword's search volume, ranking position, and competition. If you see a significant drop in ranking or traffic for a particular keyword, you can investigate the cause further.How to Recover from Declined Keywords
Once you’ve identified the declining keywords, it’s time to take action. Here are some steps you can take to recover your lost rankings: