Navigating the Complexities of Search Engine Rankings: An Agency Owner’s Dilemma
As an entrepreneur in the competitive landscape of corporate video production, maintaining a strong online presence is essential for the success of any business. This journey can be fraught with challenges, particularly when it comes to search engine optimization (SEO) and ranking stability. Here, I share my experience of a significant drop in search rankings after transitioning to a new website design, along with the steps I have taken to reclaim my position.
The Foundation of My Dilemma
I operate a corporate video production agency based in Cardiff, where visibility on search engines is paramount. Until recently, my website was built on an outdated and cumbersome Envato template. Despite its inefficiencies—slow load times, bloated code—I managed to secure a solid position, ranking third for my main keyword, “video production Cardiff.”
Recognizing the need for improvement, I undertook a complete overhaul of my website, migrating to the much more efficient Kadence theme. This transition resulted in a faster site with optimized code and improved health scores. However, around the time of the rollout and the subsequent Google Core Updates in March and May, I noticed a significant decline in my rankings.
The Decline: An Unwelcome Surprise
Initially, my ranking plummeted to the high 20s, followed by a gradual descent into the double digits. To my surprise, I observed that Google was pulling snippets from the footer of my pages instead of utilizing RankMath. After adjusting the code to ensure each page received its own snippet, I did experience a brief uplift back to sixth place. Nevertheless, the overarching question lingered in my mind: Could I have inadvertently removed something of value during the rebuild that Google found appealing?
Competitor Analysis: A Frustrating Landscape
A perplexing aspect of this scenario has been watching competitors with far less robust online presences outperform my agency. For instance, one rival boasts only 150 words of content on their site but enjoys considerable direct brand searches due to a locally popular video podcast. Another competitor benefits from an outdated domain with minimal reviews and an overall lack of site content. The disparity raises critical questions about how Google weighs various factors in local search rankings.
Transition Insights and Google Search Console Data
During my transition to the Kadence theme, I placed a premium on clean hosting, HTTPS stability, and URL structure normalization. However, Google Search Console indicated that I had 49 pages labeled as “Crawled – currently not indexed.” A closer look revealed these were primarily remnants of the old site, leading me to wonder if Google was in the process of cleaning out digital “ghosts” and if this was affecting my current ranking.
An Audit Trail: Actions Taken
In my quest to identify and rectify potential issues post-rebuild, I have meticulously audited several key areas:
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Content & Keywords: I enhanced the content across all pages to improve SEO scores and added new pages targeting specific service queries and blog topics.
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Page Structure: I ensured that all pages adhered to proper heading hierarchies like H1, H2, etc.
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Schema Markup: I corrected the schema for video pages, optimizing them to reflect the appropriate categorization.
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Site Speed & Accessibility: I switched video hosting from Vimeo to Bunny due to speed issues and focused on optimizing the site for excellent performance metrics.
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URL Management: I maintained consistent URL structures and properly handled redirects from the old site.
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Sitemaps and Spam Management: I rebuilt XML sitemaps and addressed a recent influx of spam backlinks by disavowing harmful links.
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Local SEO Improvements: I actively updated my Google Business Profile and engaged customers to accrue more reviews, revealing that a few toxic backlinks may still be influencing my rankings negatively.
Final Thoughts: Seeking Clarity
Despite my comprehensive efforts to recover lost ground in search rankings, I often feel overwhelmed by the ever-changing SEO landscape. I have refrained from deleting content, understanding Google’s aversion to radical changes, and instead focus on adapting existing content to better meet user intent.
At this juncture, I’m eager for insights and guidance from industry peers and experts. What strategies could be employed to enhance my local ranking and regain my competitive edge? Any feedback or suggestions would be immensely valuable as I continue to navigate these challenges in pursuit of digital success.
Thank you for taking the time to engage with my journey; I look forward to your input.
