For those that know how important blogs are to get leads & build a brand, we’ve all been frustrated when our rankings start to fall. Your article has dropped from 1st to 6th, or worse, page 1 to page 2.
You’ve created a fancy looking blog, it’s got 2,000+ words, great data and it even has other sites linking to it.
Yet you’re still going nuts as to why Google keeps dropping you down the list when your key terms are searched for by landlords & sellers.
Whether you’re trying to rank for “the best local letting agent” or “most popular agent in London”, reasons why your blog is dropping down the rankings are often due to one of the reasons below.
If you stay on top of these items, you’ll for sure get your estate agency’s site ranking better on Google
Take a look & drop me an email if your estate agency has dropped for other reasons (better yet, how you overcame it) – I’ll add the good ones to the list and give you a shout out.
P.S. If you’re not tracking where your blog posts rank, use a site like whatsmyserp.com or ahrefs. These tools will make it easier to see weekly & monthly fluctuations of your agency’s blog post rankings.
1. Broken links
You should always in your blogs be linking to external (to back up comments/research) and internal pages.
But things move.
Maybe the external sites changed their URLs or you updated some URLs on your own site.
Fix these broken links to make Google love you more.
The easiest way to do this is open an ahrefs account (or take up a free trial). It’ll scan your whole site and let you know where you’re linking to pages that no longer exist.
2. Your competition is coming after you
I wrote in a previous article about how important backlinks are to get your estate agency’s website to rank better.
In this article I also talk about how to get backlinks.
One of those was to ask other sites to link to you, instead of your competition.
Possibly your competitor is doing it to you.
They’ve pulled a list of which sites are linking to your blog pages.
Then they’re asking (paying) those sites to link to you instead.
This will improve their ranking overtime as well as reduce yours.
What can you do about it?
Keep getting more and more backlinks so the impact of losing links isn’t as bad.
If you opened up a ahrefs account like I mentioned in point 1, it’ll also tell you where your site has lost links recently.
You can follow up with lost links and ask them to reinstate the backlink to your site (especially if you initially paid for the privilege!)
3. Your site is slow
Google hates slow sites.
Put your site into Googles page speed insights.
It’ll tell you how your site ranks on both desktop and mobile.
Some issues are easy to fix (i.e. use lower resolution images).
Whereas others may be server issues etc, which may need some techy help.
On Rentround, we moved our servers to a UK host instead of US based, this improved speeds by 33%, which massively boosted our landlord conversion rate.
4. You haven’t updated your content in a while
Google (and sellers & landlords) want up to date content.
Make sure you’re regularly updating your content with news and the latest figures, injecting old content with a new lease of life.
New content shows Google that your article is a stand alone article and is regularly being updated.
5. Other articles are better
Google likes quality content. While yours might be good, your competitors might be better, giving them an edge in marketing their blogs.
Let’s say you created a blog about how important it is to get a tenant.
Your competitor may have written about the same topic, but included more stuff.
Like where can you actually find the best tenants or their statistics on how long tenants they find stay at properties year after year etc.
Always keep an eye on blog posts that are competing with your own post. What new content have they added?
Leverage what they’ve used (of course don’t copy) and think about how you can improve the reader experience for your own post.
6. Your blog waffles
There’s a fine line between updating your content with more information on the topic in hand vs going off the point.
I created a post on letting agent fees, which ranked 2nd on Google. At the time of writing it’s now 6th.
I tried too hard. I added too much information. The blog has become a letting agent description article, plus where the best rental yields are and how to find the best agent…. It veered off topic.
It’s on my to do list to fix it and get it ranked in position 1 and 2 again.
Sometimes less is more (#cringe).
7. Spam links
Backlinks are important. But equally so is avoiding spam and low ranking site backlinks
At the risk of sounding like a promotion to ahrefs, they also show you a list of sites that link to you.
Each has a Domain Authority (DA) ranking and spam score.
If you are getting sites linking to you with a DA under 10 and high spam score, you can request the site to remove the link.
Or, probably more effective, is to reach out to Google to ask them to void the backlinks to your site.
8. Anchor rich links
If your blog post is trying to rank for “best estate agent” and you’ve paid 30 sites to link to your post, that’s fine.
But if all 30 sites link to you in the anchor text “best estate agent”, it looks a bit obvious you’re trying to manipulate Google’s ranking system.
Get some of the sites to link to you via your estate agency’s name or a combination of anchor texts so it looks more natural.
9. Keyword stuffing
Each of your blog posts should have an aim in terms of what you’re trying to rank for.
Ideally, it should be as niche as possible. For example ‘finding tenants for properties in Birmingham’ or ‘best estate agent in South Manchester’ (I talk about ranking and blog posts more here).
It’s tempting to just keep mentioning the targeted key term as much as possible in the article, even where it’s not natural.
This is known as keyword stuffing.
Google picks this up quite easily and penalises you.
Back in the good ol days, this was a common tactic and it worked. People would even paste the key term thousands of times as white text.
It’s advisable to keep the article as natural as possible, using the key term (and it’s variations) as much as possible.
There are likely to be a whole plethora of reasons why your blog posts could be dropping in rankings. You could have a site wide issue or there could be issues with a particular post.
There are so many items to stay on top of, but if the post(s) lead to seller & landlord enquiries, it’s worth it.
For sure invest in a system like ahrefs, they’ll do all the identification of issues for you.
Plus, don’t look at how your agencies blog posts rank every day. Do it on a monthly basis or you’ll drive yourself mad.
Google regularly shifts blogs up and down the rankings to see how readers react, so daily fluctuations can happen – don’t panic