to correct a page that ranks poorly for a keyword

We all know search engine optimization (SEO), but what about search engines de-optimization?

One Search Off The Record episode featured Martin Splitt and Gary Illyes discussing de-optimization, which is the process of taking a page out of SERPs. Deoptimization is the process of ranking the pages that are most likely to receive qualified traffic and converts.

This article is for anyone who has ever been on the wrong page when searching for a keyword. Learn how to de-optimize your website so that qualified traffic clicks you and increases conversions.

How do you know if the wrong page ranks?

Deoptimization serves the purpose of removing a page that is driving incorrect traffic to your website. Sometimes it might be a good idea to remove a page completely from the SERPs. Sometimes, it might be a good idea to replace the page ranking high with one that is more appropriate.

Sassman tells a story about site visitors who landed on a specific document listed on Page 1 but weren’t the right traffic.

Sassman stated that this was evident from the feedback received from visitors to their page. There were some misunderstandings about the ranking page. Users began to request tasks that weren’t relevant. Users were not satisfied, and the internal support teams became busier with irrelevant support tickets that they couldn’t solve.

Traffic was coming to the page, but it wasn’t the right type of traffic. The page was not what the user was looking at.

It is quite common to rank the wrong page in SERPs. You can recognize when the wrong page is being ranked in SERPs by watching out for these signs:

• Pages that do not convert but earn traffic.
• Users may ask questions that aren’t relevant to the business offering.
• Pages that were created to accomplish a goal, but fail to meet expectations.
• Articles that rank for conversion keywords and would be more effective placed on a revenue-generating webpage (product page or product category page, or landing page).

Which page should you rank?

It is important to understand the search intent behind any keyword before you attempt to rank any page on Google’s SERPs. Only then will you be able to determine if the keyword is appropriate for you to rank for, and what type of page you should create.

By understanding the Google search intent, you can help Google determine which page should rank first for a keyword.

Below is an example of annotated SERP. Searching for red running shoes returns image packs and category pages on ecommerce. This SERP indicates that the user is trying to view or buy red running shoes. It is a product-driven SERP.

If you want to rank for red running shoe in search results, you must match the intent by providing information that allows users to buy red running shoes. Images are also allowed.

According to SERP analysis, an article entitled “best red running shoes” would not rank for the search term “red running shoes”. This is because Google does not prioritize articles in the SERP. You would also not expect an article to rank for this search if it did.

You might consider deoptimization if you have a page rank that is generating traffic but not converting.

We will show you how to make a page more useful.

Deoptimization explained

Now you have a page ranking that’s not converting, and another page on the site that could rank for the target keyword.

How do you optimize a page and remove it from the SERPs for the desired keyword?

It is important to realize that your rank and traffic could be at risk. SEO isn’t just about getting traffic, but also to help businesses achieve their goals.

If you’re losing clicks and impressions, you aren’t really losing much.

This is a step-by–step guide for search engine optimization.

Step 1: Choose your desired ranking page

Before you do anything, decide on the page that will rank for your keyword.

Begin by performing a SERP analysis. Based on the ranking results, determine which page of your website is most relevant to what’s currently ranking.

You will need to create an article that meets user intent if the SERPs are full with articles. You must have the product to sell if the SERPs favor ecommerce pages.

Step 2: Assign keywords pages

To have the best chance of ranking a page, it is important to be the most valuable page on the internet.

You should cover all aspects of a topic. Examine the keywords that return similar content and what it ranks. This data can be used to help you create sections on your site.

By looking at the articles and rankings of competitor websites, you can identify related keywords.

The Organic Research report in Semrush is a good starting point for finding related keywords.

Use keywords in the correct places and correctly

You should use the keyword that you want to rank the page for naturally throughout your article. If it makes sense, refer to SEO basics to verify that the keyword is used in both the title tag as well as the URL.

Step 3: Evaluate ranking content vs. your desired content

Compare the pages currently ranking to determine which page you wish to rank.

What are the elements that competitors have that your page doesn’t? Your page should be useful and attractive. You should use high-quality images on ranking pages. Add video to pages that are competitive if they include it.

Try to be all competitors, but don’t forget about your customers and users.

What can you do to make your users’ lives easier? Learn more by:

• Talk with your sales and marketing team.
• Find out what customers are asking so you can answer them on the page.
• Investigating the reasons behind returns or refunds. Can you address problems on the page early to prevent users from buying the wrong product or manage expectations?

Step 3: Remove keywords

Keyword usage can also be a reason for a poor page ranking.

Look at the pages you don’t want to rank. If possible, eliminate keywords that could help the rank. You can exchange the keyword you use in your title tag for a more suitable keyword so that your other page can rank for the desired keyword.

You don’t have to eliminate all keywords, particularly if they are contextually relevant. Instead, you should remove keywords from your site where possible and then work on your internal linking strategy to keep those keywords.

Step 4: Strengthen internal linking

Internal linking can be one of the most powerful tools to help content rank.

Audit the internal linking pages pointing at the ranking page, and the internal linking pages pointing towards the page you wish to rank.

It is important to:

• Use keywords to rank the page. Be natural with this.
• Use the keyword to link the current page to the desired page. If you are able to achieve this naturally, make this the anchor.
• As long as the page is still relevant to context, replace links to the current page ranking page with links that point to the desired page.

To audit your internal linking structure, you can use tools such as Screaming Frog or Google Search Console (GSC). For a complete overview of all your links, including top-linked pages, anchor texts, and external links, visit the links report. GSC will display a list linking pages to the pages you have selected.

Finally, you can build links to pages that you want to rank using your content architecture.

If you want to rank your category page in search terms like “red running shoes”, take a look to People Also Ask to see what types of content you could create and link to that category. This increases your authority and points to the collection you want to rank.

Step 5: Submit pages for Google Search Console

After you have completed the above steps, submit your edited pages and wait for Google’s response. Your edits may take a few weeks to fully take effect.

You can also rank the page you want.

These are the next steps to take if your page is not ranking after you have completed the above steps.

The backlink profile is available.

You might want to increase your backlink profile in a competitive market. You can compare your backlinks with competitors using SEO tools such as Majestic and Ahrefs. You can close the gap by gaining backlinks from trustworthy sites within your niche.

If it is natural, you can directly link to the page that you wish to rank. However, if this doesn’t work, then you can link to other pages in the content cluster.

Check engagement metrics

Engagement metrics (e.g., scroll, conversions, time on page etc.) This will help you to determine if your page is truly helpful for your users.

Your ranking page should not be long-form content. Users will only scroll to 25% of the page before leaving. Rewrite your page.

Page speed optimizations are worth considering

Page Speed is becoming more important. It’s crucial to remain competitive in any market you are in. Page speed can make the difference between your website ranking higher than a competitor in highly competitive markets.

Google PageSpeed Informations gives all information about page speed and ways to improve it.

301 redirects

You must add a redirect to 301 if you wish to remove your ranking page from the deoptimization process.

You might consider lowering a page to aid another rank in some cases, like keyword cannibalization.

You can add 301 redirects. Finally, be diligent and go through all links that point to the old page. Edit them to direct to the desired ranking page.

Search optimization

It can be scary to make the plunge into deoptimization, especially when you run the risk of losing a lot traffic.

Remember that impressions and clicks can be meaningless if they aren’t from the right audience or don’t result in conversions.

Search Engine Land first published the post How to fix a wrong page rank for a keyword.