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Your website might not be ranking because of these key issues:
- Technical Problems: Slow loading, poor mobile experience, indexing barriers (e.g., missing sitemaps or incorrect robots.txt).
- Content Issues: Duplicate or thin content, lack of local relevance, or failing to meet user search intent.
- Local SEO Mistakes: Incomplete Google Business Profile, inconsistent business details (NAP), or lack of customer reviews.
- Low Authority: Weak backlink profile, harmful links, or no local business connections.
Quick Fixes:
- Technical: Optimise loading speed, fix indexing issues, and prioritise mobile performance.
- Content: Write original, detailed, and locally relevant content tailored to NZ audiences.
- Local SEO: Update business listings, encourage reviews, and ensure NAP consistency.
- Authority: Build quality backlinks and connect with local businesses.
SEO success requires addressing these areas step-by-step.
Start by fixing technical issues, then improve your local presence and content quality.
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10 Reasons Your Website Isn’t Ranking on Google (And How to Fix It!)
1. Common Technical SEO Problems
Technical SEO issues, such as sluggish loading speeds, misconfigured robots.txt files, and orphaned pages, can seriously impact your search rankings.
Addressing these problems not only improves your visibility on search engines but also creates a strong foundation for local SEO success.
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1.1 Website Indexing Barriers
Search engines need clear pathways to discover and index your content. Common issues that can block this process include:
| Indexing Issue | Impact | Solution |
|---|---|---|
| Incorrect robots.txt | Prevents search engines from accessing key pages | Regularly review and update directives |
| Missing sitemap | Limits content discovery | Create and submit an XML sitemap |
| Orphaned pages | Makes content invisible to search engines | Develop a solid internal linking strategy |
“If Google cannot find links to your content, either on your site or an external site, then it doesn’t exist to Google. It won’t be indexed.” – Dan Kern, Founder + Principal Consultant of Kern Media [1]
Once indexing barriers are resolved, it’s time to tackle another critical factor: your website’s loading speed.
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1.2 Website Loading Speed
Slow-loading websites can drive visitors away. In fact, a page that takes three seconds to load may experience a 32% increase in bounce rates, while a five-second load time can push that figure up to 90% [2].
To improve your site’s speed:
- Optimise Images: Convert images to modern formats like WebP [3] and implement lazy loading for off-screen images.
- Enable Caching: Reduce server requests by enabling caching, which significantly speeds up load times.
- Streamline Code: Minify HTML, CSS, and JavaScript by removing unnecessary characters to shrink file sizes and enhance performance.
Don’t forget, improving speed on desktop also requires prioritising mobile performance, as outlined below.
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1.3 Mobile Website Performance
With mobile-first indexing, your site’s performance on smartphones and tablets is non-negotiable. Poor mobile optimisation can hurt user engagement and your SEO rankings. To ensure your mobile site meets expectations:
- Set the viewport meta tag correctly to adapt to different screen sizes.
- Use fonts no smaller than 16px for readability.
- Space touch elements at least 8mm apart to avoid user frustration.
- Test your site regularly on various devices and screen sizes to identify and fix issues.
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2. Content Problems Affecting Rankings
2.1 Meeting User Search Needs
Understanding what people are searching for is key to improving your rankings. Your content needs to match the way Kiwis search online.
| Search Intent Type | User Needs | Content Strategy |
|---|---|---|
| Informational | Learn about a topic | Write detailed guides and how-to articles |
| Navigational | Find specific websites | Create clear brand or location pages |
| Transactional | Make a purchase | Develop product pages with prices in NZD |
| Commercial | Compare options | Offer feature comparisons and honest reviews |
“We’re making algorithmic enhancements to our core ranking systems to ensure we surface the most helpful information on the web and reduce unoriginal content in search results.” – Google [4]
Start by ensuring your content is high-quality and original to avoid penalties from search engines.
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2.2 Low-Quality and Copied Content
Google rewards websites that provide unique, relevant, and valuable content. Avoid these common pitfalls:
Content Quality Issues to Watch For:
- Short articles that don’t provide enough detail or expertise
- Copy-pasting manufacturer descriptions without adding value
- Using auto-generated or “spun” content
- Repeating the same content across multiple pages
“Artificially rewriting things like swapping in synonyms and trying to make it look unique is probably more counterproductive than it actually helps your website.” – John Mueller, Google [5]
To stand out, focus on creating original, well-researched content that demonstrates your knowledge.
If you need similar content across different pages (like regional variations), use canonical tags to point to the main version and prevent duplicate content issues.
Once your content quality is solid, make sure it speaks directly to New Zealand audiences.
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2.3 Writing for Local NZ Audiences
To connect with New Zealanders, you’ll need to consider their unique preferences and search habits.
Tips for Regional Content:
- Use local spelling and terms (e.g., “favourite” instead of “favorite”)
- Mention well-known landmarks or suburbs
- Highlight NZ-specific events and holidays
- Display prices in New Zealand dollars (NZD)
- Stick to metric measurements like kilometres and kilograms
Position yourself as a local expert by discussing regional topics or trends that matter to Kiwis.
For instance, if you run a Landscaping company in Auckland, you could write about the city’s sailing and water culture or upcoming food festivals in the area. Tailoring content like this builds trust and makes your site more relevant to local users.
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3. Local Search Ranking Issues
3.1 Setting Up Your Google Business Profile
Your Google Business Profile acts as your online shopfront, making it essential for local search success. Did you know that local business listings attract 44% of clicks – more than double the engagement of paid ads? [7].
To make the most of this, include all the key details: your business name, address, operating hours, photos, and a clear description of your services. Keep it fresh by updating posts regularly and responding to customer enquiries promptly.
“Getting Yogolandia on Google was absolutely key. It truly legitimizes you as a business. It’s free, there are photos, and we’ve gotten phenomenal reviews” [6].
After setting up your profile, ensure your business details are consistent across all New Zealand directories to maximise your visibility locally.
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3.2 NZ Business Directory Listings
Once your Google Business Profile is optimised, shift your focus to New Zealand business directories.
Double-check that your listings are accurate and consistent – your name, address, local phone number, and hours should match exactly. Claim your listings to ensure they meet local eligibility standards and stay under your control [8].
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3.3 Managing Customer Reviews
Customer reviews are a powerful tool to complement your listing efforts. With 93% of consumers expecting businesses to respond to reviews – and 41% favouring those that do – managing feedback effectively is critical [10].
When asking for reviews, keep in mind that preferences vary: 54% of customers prefer email requests, 45% respond well to in-person asks, and 29% appreciate text message invitations [11].
Responding to reviews, whether positive or negative, is just as important. A professional tone and clear solutions for complaints can make all the difference. If you suspect a review is fake, report it to Google [9].
Aim to reply within two days to show you value customer input – this responsiveness can influence decisions, with 41% of people leaning towards businesses that engage promptly [11].
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4. Building Website Authority
4.1 Getting Quality Links
Creating standout content is the first step to earning quality backlinks. Think about producing materials like in-depth industry research, step-by-step guides, local case studies, or original infographics.
These types of resources naturally attract links from New Zealand businesses and industry experts.
For example, McKinsey & Company’s 2023 AI state report collected nearly 34,000 backlinks – proving that valuable content can gain widespread recognition [13].
When reaching out to potential linking partners, prioritise relevance over sheer domain authority. The websites linking to you should align topically with your content, which makes the connection more meaningful [12].
After establishing quality links, take steps to clean up harmful backlinks to protect your site’s authority.
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4.2 Removing Bad Links
Regularly auditing your backlink profile is essential, and Google Search Console is a great tool for this. Watch out for links that:
- Come from sites unrelated to your industry.
- Are on pages overloaded with outbound links.
- Originate from domains with poor security (HTTP instead of HTTPS).
- Show unusual patterns in anchor text.
If you come across harmful links, here’s what to do:
- Contact the website owner and politely request the removal of the link.
- Keep a record of your removal efforts.
- Use Google’s disavow tool as a last resort if the links remain.
Staying on top of your backlink profile helps maintain a healthy and trustworthy link ecosystem [13].
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4.3 Local Business Networking
Building connections within your local business community is a powerful way to earn valuable backlinks. Attend local events, join industry-specific groups, and participate in business forums to create partnerships that matter. These relationships can lead to meaningful links that boost your authority.
Don’t overlook the importance of internal linking either.
By linking related content within your site, you can distribute authority effectively and strengthen your overall structure [13].
Establishing authority takes time, but focusing on quality and building genuine local connections will always outweigh quick, short-term tactics.
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5. SEO Analysis Tools
5.1 Using Google Search Console
Google Search Console (GSC) is a go-to tool for uncovering ranking issues. For instance, the “Pages” report highlights indexing problems that could be dragging down your site’s performance.
Here are some key GSC reports to keep an eye on:
- Index Coverage Report: Flags server errors, 404s, soft 404s, and redirect chains that might affect your site’s visibility.
- Manual Actions Report: Pinpoints penalties that could be causing sudden ranking drops, allowing you to act quickly.
- Security Issues Report: Alerts you to malware, hacked content, and other security threats that can harm your site’s reputation and search visibility.
Once you’ve identified technical issues using GSC, you can expand your analysis with more specialised SEO tools.
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5.2 SEO Research Tools
While GSC is invaluable for insights into your own site, other tools offer a broader perspective on SEO trends and performance. For example, GTmetrix is a popular choice for analysing site performance, especially for businesses in New Zealand [14][15].
“GTmetrix tells you how your website performs, why it’s slow, and how to optimise it.” – GTmetrix [15]
These tools dive deeper into performance metrics, helping you optimise your website to meet search engine standards.
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5.3 Website Performance Metrics
Core Web Vitals have become essential for SEO, as they directly impact rankings. Google Search Console’s Page Experience report is a great resource for tracking these metrics [16].
Focus on these key metrics:
- Loading Performance:
- Largest Contentful Paint (LCP)
- First Input Delay (FID)
- Cumulative Layout Shift (CLS)
- Mobile Usability:
- Proper viewport configuration
- Content scaled for mobile screens
- Adequate spacing for tap targets
To stay on top of things, monitor Core Web Vitals weekly and conduct a thorough technical audit every month. This consistent approach ensures your site remains optimised for both users and search engines.
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Conclusion: Steps to Improve Your Rankings
Boosting your website’s rankings takes a focused, step-by-step approach. Start by addressing technical optimisation. Tools like Google Search Console can help you pinpoint and fix issues, while optimising for mobile users ensures smooth performance for Kiwi audiences. Keep an eye on loading speeds and overall site functionality to provide a seamless experience.
After tackling technical concerns, shift your attention to improving local visibility. This step is especially important for businesses in New Zealand.
For example, a construction firm in Tauranga saw a noticeable improvement in visibility after updating and refining its Google Business Profile details [18].
“SEO is no longer a luxury; it’s a necessity.” – Activate.co.nz [17]
Here’s how you can take action:
- Technical Optimisation: Compress images, enable browser caching, and resolve crawlability issues. Make sure your site is mobile-friendly.
- Local SEO Enhancement: Complete your Google Business Profile, list your business on platforms like Yellow NZ and Neighbourly, and encourage customers to leave reviews.
- Content Development: Focus on creating content tailored to New Zealand audiences, target local long-tail keywords, and keep your content fresh by updating it regularly.
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FAQs
How can I find and fix issues preventing my website from being indexed by search engines?
If your website isn’t being indexed, there are a few common culprits to investigate and fix.
Start by ensuring your site is mobile-friendly and loads quickly. Search engines give preference to websites that perform well on mobile devices and don’t keep users waiting. A tool like Google PageSpeed Insights can help you pinpoint and resolve any speed issues.
Next, take a close look at your robots.txt file and meta tags. Sometimes, these files or tags might unintentionally block search engines from crawling your site. Watch out for “noindex” tags or settings that could be stopping your pages from being indexed.
Another key factor is your content. Make sure your site offers high-quality, original, and informative content. Thin or duplicate content can hurt your chances of being indexed effectively.
Lastly, use Google Search Console to dig deeper. You can inspect specific URLs to uncover any errors, and once you’ve made updates, you can even request a recrawl to speed up the indexing process.
By tackling these areas, you’ll improve your site’s visibility and its potential to rank better in search results.
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How can I make my website’s content more engaging and relevant for a New Zealand audience?
To create content that truly connects with New Zealand audiences, it’s essential to first understand what they care about.
Dive into tools like surveys, customer feedback, and analytics to uncover the topics that resonate most. Then, focus on delivering helpful, well-crafted content that’s easy to read and packed with value – content that aligns with their interests and needs.
Adding a local touch can make your content feel more relatable. Use details specific to New Zealand, such as NZD ($) for pricing, metric measurements, and local spelling conventions like ‘organise’ instead of ‘organize.’ Don’t forget to format dates in the local style, such as 27/10/2023 for 27 October 2023.
These small adjustments can help your content feel more familiar and relevant to your audience.
Another key step is conducting keyword research tailored to how New Zealanders search online. This ensures your website not only ranks better but also aligns with the way locals phrase their queries, boosting your content’s visibility and relevance.
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How do local directories and customer reviews impact my website’s local SEO in New Zealand?
The Importance of Local Directories and Customer Reviews
Local directories and customer reviews are key players in boosting your website’s local SEO in New Zealand. Listing your business in trusted directories helps create local citations – these are mentions of your business’s name, address, and phone number across the web. These citations act as signals to search engines, confirming your business’s connection to specific locations. The result? Better visibility in local search results.
For example – bike Shop My Ride Mount Maunganui has significant local competition in the bike niche, so starting their SEO journey by building citations is a good start, sending strong signals to Google.
Customer reviews also carry a lot of weight. Positive feedback not only earns the trust of potential customers but also influences search engine rankings. Encourage satisfied customers to share their experiences, especially on platforms like Google Business Profile (for an example of some amazing customer feedback, check out Tauranga based firm Lawn Chief on Google Maps).
This can go a long way in strengthening your presence in local search and attracting more customers.
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