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Stop the Wrong Page Ranking for Your Target Keyword

Having the wrong page ranking for a keyword can be one of the most frustrating things for any SEO professional to encounter.

So, what do you do when the wrong page ranks for your keyword?

  • Keyword cannibalisation: Occurs when more than one page on your website targets the same keyword. This can confuse Google, so it won’t know which of your pages to rank highest. Therefore, you end up competing with yourself in the SERP.
  • Confused search intent: When there is a mismatch between the search intent and your target keyword.
Ranking for the wrong keyword
  • a) You may discover that a relevant page may not even exist on your website, and the answer for this issue is simple: create the page.
  • b) Your relevant page could be ranking lower than other pages because of indexing, crawling content or linking issues.
  • c) Your relevant page is doing everything right, and another page may just be doing it better. Therefore the non-relevant page is overwhelming the right one.
  • d) The user intent may not match up. Therefore, you may need to retarget the content so that it shows up in the right search. A search intent-based keyword strategy ensures that your content – whether that be a product description or a blog post – appears in front of your target audience at the right time.
  • Make sure your page is not being blocked by your robots.txt file as this will stop Google from crawling and indexing your relevant page.
  • Check your meta information is optimised for your target keyword by including it in the meta title, meta description and page title. Also, all images on the page should use the keyword or a closely related term in the image alt tags.
  • Check that your page provides enough unique and valuable content around your target search term to give the user the best possible experience on your page.
  • Assess what the higher ranking pages included in their content. For example, is it longer or shorter than your piece? Does it include semantically similar keywords that you could target also?
  • Checking your internal linking structure and making sure all your related pages point to this page with a link that uses your target keyword in the anchor text. Creating a pillar content strategy can help with this.
  • Checking that your external links are relevant. Conduct a link audit to assess whether any non-relevant external links to your page could be harming your rank and, if so, begin the removal process.