Why Your Web Copy Isn’t Ranking: SEO Fixes That Work

You’ve crafted a beautiful website, your branding is on point, and you’ve got content that speaks directly to your audience—so why web copy isn’t ranking on Google remains a frustrating mystery. It’s disheartening when you put in the effort but see little return in search results. The truth is, SEO isn’t just about keywords anymore. Behind the scenes, factors like technical performance, search intent alignment, and user experience heavily influence rankings. If these elements are off, even the best-written copy can struggle to gain traction.

The good news? Proven web copy SEO fixes can turn things around. Whether it’s refining your keyword strategy, improving site structure, enhancing readability, or addressing technical issues, small, strategic tweaks can make a big difference. Let’s dive into the hidden SEO pitfalls holding your content back—and how to fix them for lasting results.

• Search intent matters more than keywords.
• Consistent updates keep content relevant and visible.
• Structure and technical SEO are crucial for crawlability and indexing.
• Backlinks and internal links drive authority and discovery.
• Regular performance reviews reveal what’s working—and what’s not.

Table of Contents

• Key Takeaways
• The Hidden SEO Pitfalls You Might Be Overlooking
• Why Search Intent Matters More Than Ever
• Does Content Length Impact SEO Rankings?
• How to Fix Web Copy for Better SEO Rankings
• Technical SEO Factors You Can’t Ignore
• The Importance of Backlinks and Internal Linking
• Common Content Mistakes That Hurt SEO
• How to Measure and Improve SEO Performance
• Frequently Asked Questions (FAQ)

Even the best-written web copy can fail if hidden SEO issues go unresolved. Here’s what many businesses miss:

• Thinking SEO is “one and done”: SEO requires continuous updates and fresh, optimised content to stay competitive.
• Ignoring changing algorithms and user behaviour: Search engines are smarter, and user expectations evolve—your content must keep pace.
• Focusing only on keywords: Today’s SEO demands a holistic approach, including technical optimisation, user experience, and authority building.

If you aren’t consistently reviewing and refining your SEO strategy, even your most beautiful website could get buried beneath your competitors.

A critical but often overlooked factor in SEO is search intent. Google’s algorithms have become incredibly sophisticated at determining what users actually want when they type in a query. If your content doesn’t align with that intent, it’s unlikely to rank well—no matter how many keywords you’ve optimised for.

There are four main types of search intent: informational, navigational, transactional, and commercial investigation. Understanding where your content fits within these categories helps you craft pages that truly serve your audience. 

If someone is searching for “how to improve SEO rankings,” they likely want an in-depth guide—not a sales page. 

On the other hand, a query like “best SEO agency near me” suggests the user is ready to make a decision, meaning your content should be more conversion-focused. Aligning your pages with the right intent improves rankings, engagement, and, ultimately, conversions.

Four types of search intent

1. Informational: The user is looking for answers or educational content (e.g., “What is SEO?”)
2. Navigational: The user wants to find a specific website or page (e.g., “Google Analytics login”)
3. Transactional: The user is ready to make a purchase or take action (e.g., “buy SEO services”)
4. Commercial Investigation: The user is comparing options before making a decision (e.g., “best SEO agencies in Melbourne”)

When optimising your web copy, consider what type of search intent your target audience has. 

If you’re writing a blog post, your audience is likely looking for informational content, so your focus should be on providing in-depth, valuable insights. If you’re optimising a product page, you need to address transactional intent by highlighting features, benefits, and calls to action.

Ignoring search intent can lead to poor rankings and high bounce rates because your content isn’t fulfilling user expectations. 

Always ask yourself: “Is this the answer my audience is looking for?”

There’s an ongoing debate about how long web copy should be to rank well on Google. Some claim that short, concise content is best because it keeps users engaged, while others argue that longer, more detailed content performs better in search rankings.

The truth, when it comes to web copy SEO fixes and content length? It depends on the topic, industry, and competition.

• Longer is often better—but only if valuable:
  • Studies show content between 1,500–2,500 words often ranks higher because it covers topics thoroughly.
• Focus on depth, not just word count:
  • A short post can perform well if it answers the user’s query completely.
• Research competitors:
  • Match or exceed the depth of top-ranking pages for your target keywords.

Can I fix things from an SEO perspective when my content isn’t ranking?

When it comes to SEO, there could be a whole range of reasons why your site isn’t ranking. From a poorly designed website back-end to your on-page copy, the possibilities are endless. 

But one thing’s for certain: if the words and language you use on your website – most commonly referred to as ‘copy’ – isn’t designed with SEO in mind, you’re missing out on valuable leads and rankings every day of your business’ life.

What are the common reasons for poor SEO performance?

It’s certainly true that many websites struggle with rankings due to weak keyword optimisation, lack of high-quality backlinks, or, most commonly, poorly structured content. Understanding these issues is the first step toward fixing them.

How does Google determine rankings?

Google ranks websites based on relevance, authority, and usability. Factors like content quality, page speed, and mobile-friendliness influence your position on search engine results pages (SERPs).

Why is keyword research so important for rankings?

Without proper keyword research, your content may not align with what users are searching for. Finding the right keywords ensures your content reaches the right audience.

How does targeting affect Google Ads performance?

Effective targeting ensures that your ads are reaching the right people at the right time. Google Ads allows you to target users based on their search queries, location, device, and even their interests. The more refined your targeting, the more likely your ad will resonate with potential customers, leading to better conversion rates.

When it comes to web copy SEO fixes, think of it like fine-tuning an instrument—every note (or keyword) needs to be in the right place for Google to play your song at the top of the charts. If your content isn’t hitting the right SEO notes, search engines (and your potential audience) might skim right past you. 

• Keyword placement: Naturally integrate primary and secondary keywords into headings, body copy, and meta descriptions.

• Clear structure: Use H1s, H2s, H3s, bullet points, and short paragraphs to improve readability.

• Engaging language: Write for real people first. Value-driven content keeps readers engaged and builds trust.

• Internal linking: Connect related pages to strengthen your site’s authority and keep visitors browsing.

• Fresh updates: Regularly refresh your content to reflect new trends, stats, and user needs.

Consistency is key when it comes to sustained SEO growth.

Let’s delve into our clients’ most frequently-asked questions when it comes to SEO web copy fixes for web copy:

What is the best keyword strategy for SEO?

Use a mix of high-volume, low-competition keywords and long-tail phrases to increase your chances of ranking. Place them naturally within headings, subheadings, and body text.

How should you structure your web copy for SEO?

Organise content using H1, H2, and H3 tags, keeping paragraphs concise and incorporating bullet points where necessary. This makes your content easier to read and crawl.

What role does readability play in SEO?

Search engines prioritise content that is easy to read and provides clear answers. Avoid jargon, write in an engaging tone, and use short sentences for clarity.

When it comes to SEO, content might be king, but technical SEO is the architect that builds the throne. Without a solid technical foundation, even the most brilliant web copy can be left languishing in the depths of search results, unseen and unloved. 

From page speed to mobile optimisation and crawlability, these behind-the-scenes factors determine whether search engines can actually find, understand, and rank your site. Neglect them, and your website might as well be whispering into the void.

The good news? You don’t need a computer science degree to get these technical SEO factors right. With a few smart tweaks—like tightening up your URL structure, improving site speed, and ensuring a seamless mobile experience—you can transform your website from an SEO liability to a ranking powerhouse. 

Let’s break down the all-important technical SEO fixes that make all the difference.

How does page speed impact SEO?

Slow-loading pages result in higher bounce rates. Use tools like Google PageSpeed Insights to identify areas for improvement, such as image compression and caching.

Is mobile optimisation necessary for rankings?

Absolutely. With Google’s mobile-first indexing, websites that aren’t mobile-friendly will suffer in rankings. Ensure your site is responsive and loads quickly on all devices.

What are the best practices for URL structure?

Keep URLs short, relevant, and keyword-rich. Avoid unnecessary parameters and use hyphens instead of underscores for readability.

Ah – and what about those all-important backlinks?

Tracking and refining your Google Ads for maximum conversion

Google Ads aren’t just “set and forget”. To maintain high-converting Google Ads, it’s important to continuously monitor and refine your campaigns. This involves tracking performance, adjusting targeting, and making data-driven decisions to improve results. Here’s how to keep your Google Ads performing at their best.

What are backlinks?

Backlinks are like digital word-of-mouth recommendations for your website. When another site links to yours, it’s as if they’re vouching for your content, telling search engines, “Hey, this is worth checking out!”.

The more high-quality backlinks you have from reputable sites, the more credible and authoritative your website appears in the eyes of Google. Think of them as upvotes for your content—except instead of winning a popularity contest, you’re climbing the search rankings.

How do backlinks influence SEO?

High-quality backlinks from authoritative sites signal trustworthiness and relevance to search engines, boosting your rankings.

What’s the difference between internal and external links?

Internal links connect your site’s pages, improving navigation and SEO. External links provide additional value by referencing reputable sources.

How can you earn high-quality backlinks?

Guest blogging, creating shareable content, and reaching out to industry influencers are effective ways to gain quality backlinks.

Why is duplicate content bad for SEO?

Google penalises duplicate content, as it confuses search engines and reduces credibility. Always create unique, valuable content.

How does thin content affect rankings?

Thin content lacks depth and provides little value to readers. Aim for informative, well-researched content that thoroughly answers user queries.

Can poor grammar and spelling impact SEO?

Yes. While Google doesn’t directly penalise poor grammar, it affects user experience and credibility, leading to lower engagement and rankings.

The most important thing? Remember that regular content reviews, audits, and updates are the key to keeping your content relevant and competitive. SEO isn’t a one-and-done process—it requires ongoing refinement to ensure your website stays optimised for search engines and, more importantly, for your audience.

Start by monitoring key performance indicators (KPIs) such as organic traffic, keyword rankings, click-through rates (CTR), and user engagement metrics like bounce rates and time on page. These insights will help you determine which pages are performing well and which may need improvement. Aim to refresh high-performing pages every few months by incorporating updated data, emerging trends, and additional insights that align with your audience’s evolving needs.

Beyond individual page updates, conduct regular SEO audits to identify technical issues, such as broken links, slow-loading pages, or outdated metadata, which could be hindering your rankings. A well-structured, user-friendly website with strong internal linking can significantly enhance your overall SEO performance.

If you’re unsure where to start or need expert guidance to elevate your content strategy, our experienced team is here to help. From SEO audits to strategic content updates, we can ensure your website remains competitive in an ever-changing digital landscape.

If you need some help with improving your content, rest assured that our incredible team is ready to help. Reach out today.

What is the best keyword strategy for SEO?

Use a mix of high-volume, low-competition keywords and long-tail phrases. Place them naturally in headings, subheadings, and body content.

How should you structure your web copy for SEO?

Organise with clear H1, H2, and H3 tags, short paragraphs, bullet points, and logical flow to improve readability and SEO performance.

What role does readability play in SEO?

Content that’s easy to understand ranks better. Write in a natural, engaging tone and avoid unnecessary jargon.

How does page speed impact SEO rankings?

Slow-loading pages lead to higher bounce rates and lower rankings. Optimise images, reduce code bloat, and enable caching.

Why is mobile optimisation crucial for SEO?

With mobile-first indexing, a mobile-friendly design is mandatory. Your site must be fast, responsive, and easy to navigate on all devices.