Why Your Site Isn’t Ranking (And What You Can Do About It)

Is your website invisible on Google? It’s not because the algorithm hates you–it’s because something’s off.

Whether running a small business site, a personal blog or an online store, showing up in search results is critical to getting traffic. But if you’re buried on page 5 (or nowhere to be found), chances are your site is making one or more common SEO mistakes.

In this post, we’ll break down the most common reasons why your website isn’t ranking and offer simple, beginner-friendly ways to fix them. From weak content to missing backlinks, here’s what’s holding your site back and what to do instead.

1. Your Content Is Weak (or Nonexistent)

Let’s start with the most obvious and most important issue: your content.
If your website has only a few short paragraphs, outdated blog posts, stock images and filler text, Google has no reason to show it to searchers. The search engine’s #1 goal is to deliver useful, relevant information and thin content just doesn’t cut it.

To fix this:

• Focus on quality: Write helpful, original content that answers real questions your audience is asking.
• Keep it updated: Regularly review and refresh your content to keep it accurate and relevant.
• Match intent: Make sure your content satisfies what someone would expect when searching the keyword you're targeting.

2. You’re Targeting the Wrong Keywords

Trying to rank for “best business ever” or “cheap shoes” might sound like a good idea, but these high-competition, generic terms are nearly impossible to win–especially if you’re just starting out. Instead, aim for specific, long-tail keywords your audience is searching for.

To fix this:

• Use keyword research tools like Google Keyword Planner, Ubersuggest or AnswerThePublic.
• Look for lower-competition, high-intent keywords (e.g., “affordable running shoes for beginners” instead of just “running shoes”).
• Target local or niche terms if they match your audience.

Think like your customer. What would you search to find your product or service?

3. Your SEO Basics Are a Mess

Even great content can get lost if your site structure is a disaster. Without proper title tags, meta descriptions and header tags (H1, H2, etc.), Google has a harder time understanding what your pages are about. And if Google’s confused, you won’t rank.

To fix this:

• Make sure every page has a unique title tag and meta description.
• Use headers (like H1 for the main title, H2 for subheadings) to structure your content clearly.
• Include keywords naturally in these elements. Don’t stuff them, but make them relevant.

4. Your Site Is Slow and Not Mobile-Friendly

Speed matters–a lot. And so does mobile usability. In fact, more than half of all searches happen on phones, and Google uses mobile-first indexing to rank your site. Visitors will bounce if your site is slow, clunky or hard to navigate on a phone and your rankings will suffer.

To fix this:

• Compress your images and use modern file formats.
• Avoid unnecessary plugins or heavy scripts that slow download time.
• Use a responsive design that adjusts for mobile screens.

5. You Have No (or Bad) Backlinks

Backlinks (links from other reputable sites pointing to yours) are like votes of confidence in the eyes of Google. If no one is linking to your site, or if your links come from spammy sources, it can hurt your credibility.

To fix this:

• Create shareable content like how-tos, infographics or original research.
• Reach out to bloggers or industry sites for guest post opportunities or link exchanges.
• Avoid shady “link farms”. Google will penalize you for trying to game the system.

6. You’ve Been Ignoring SEO for Too Long

Here’s the thing: SEO isn’t a one-and-done job. If you haven’t touched your site in months (or years), chances are your competitors have. Search engines favor fresh, optimized and frequently updated sites.

To fix this:

• Create a basic SEO checklist and revisit it monthly.
• Regularly review your analytics to see what’s working and what isn’t.
• Stay updated on SEO trends but focus on long-term value over quick fixes.

Final Thoughts: You Can Rank–But You Need the Right Strategy

If you’re wondering why your website isn’t ranking, it’s likely due to one (or several) of the issues above:

• Weak or outdated content
• Poor keyword targeting
• Missing SEO basics
• Slow site speed or poor mobile experience
• Lack of backlinks
• Letting your SEO strategy go stale

The good news? These are all fixable. You don’t need to be an expert to make progress–just start with the fundamentals, stay consistent and focus on providing value.

Not sure where to begin? Get a free SEO audit and find out exactly where your site stands and how to start ranking higher on Google.