For the SEO professionals out there who follow Google updates, it has been a real challenge as Google is releasing Page Ranking updates every 3 to 4 months. Just after the update is implemented; you might observe a spike or dip in your user influx, depending on a few factors which are mentioned below.
Backlinking
Google has always rated pages on its search results based on the number of backlinks it has. But this does not mean that the more backlink it has, the higher it will rank. Instead, it looks for quality backlinks from highly certified websites such as government websites or other high ranked websites, to yours. Google considers this as an endorsement of your website, and hence ranks your page higher, giving it more credibility. On the other hand, of a quality backlink has been suddenly dropped, that will also reflect as a lower ranking in the next update. So, it’s always better to keep track of your backlink number as well as quality.
Internal linking mismatch
Although www.example.com, example.com, and www.example.com/index.html may seem to be the same URL to a human being, in fact they are three different URLs to a search engine. The process of selecting the most appropriate URL is called Canonicalization. If the format for the URLs used in the internal linking of the website pages are not the same, it leads to canonicalization issues and Google penalizes it by decreasing the page ranking. So, always make sure that a single common format is used for all URLs.
Paid Linking
Paid linking is where payment is made to another high ranking website to link back to you. This is considered to be a serious offence in the eyes of Google as Google always looks for quality content and linking between pages. So, after the Penguin update was rolled out, websites which had used paid linking to boost their rankings have experienced a major drop in rankings.
If you have experienced a drop in page ranking due to any of these reasons, you can improve them again by performing the following:
Create engaging content
Fix broken links and canonical issues.
Publish captivating blogs on publishing websites.
Use white hat SEO techniques to improve ranking.
Interact with users on social media.
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