When Your SEO Isn’t Working, and How to Troubleshoot It

When you’ve put time, effort, or money into search engine optimization (SEO), and your website still isn’t bringing in results, it’s easy to feel frustrated. You might even be asking yourself, “Why isn’t my SEO working?” 

And trust me, you’re not alone. It’s a question many small business owners wrestle with.

But here’s the thing: SEO is a process, not an overnight magic trick. 

It’s kind of like trying to get healthier through diet and exercise. If someone said, “I tried diet and exercise, and it didn’t work for me,” your first reaction would probably be, “What do you mean by ‘didn’t work’?” Did they not lose weight? Did they not feel better? I’d also wonder what they mean by, “I tried it.” Did they follow a plan or just wing it? What was the plan? Did they give it enough time?

The same questions apply to SEO. “SEO isn’t working” could mean a lot of things:

• Your website isn’t showing up in search results, or not high enough.

• It’s showing up, but no one’s clicking on it.

• People are clicking on your site but leaving right away.

• You’re getting traffic, but it’s not converting into leads or sales.

Each of these scenarios has different causes and solutions, so the first step is to define exactly what “isn’t working” for you. Don’t worry - if you’re not sure yet, I’ll walk you through how to figure it out and what to do about it.

What Does Google Look For When Ranking Websites?

To troubleshoot your SEO, it helps to know how Google decides what shows up in search results. At its core, Google wants to show people the most relevant, high-quality content that answers their questions. It looks at:

• Relevance: Does your page match what someone is searching for?

• Quality: Is your content helpful, well-written, and trustworthy?

• Usability: Is your website fast, mobile-friendly, and easy to navigate?

• Authority: Does your website have backlinks, reviews, and other signals that it’s credible?

If you’re not ranking or getting traffic, there’s a good chance one or more of these areas need work.

Define “SEO Isn’t Working”

Before diving into solutions, get specific about the problem. Here are some ways to narrow it down:

1. Not showing up in search results at all

• Metric to check: Google Search Console (GSC) performance report. Look for impressions. Low or no impressions might mean your pages aren’t being indexed or aren’t targeting the right keywords.

2. Showing up in search results but not getting clicks

• Metric to check: Average position and click-through rate (CTR) in GSC. If your position is low, you may need to improve your keyword targeting or on-page SEO. If your position is high, but your CTR is low, you may need to improve your meta description and title.

3. Getting clicks but no conversions

• Metric to check: Google Analytics user behavior. High bounce rates or low conversions might mean your content isn’t meeting visitor expectations or your site isn’t user-friendly.

If you need help setting up these free tools, read about GSC setup here and GA4 setup here.

What Do You Mean by “I’ve Done SEO”?

SEO isn’t a “set it and forget it” thing. There are a lot of moving parts, and just checking off boxes in a plugin or doing a one-time update isn’t enough. Think about your approach:

• Did you DIY with limited knowledge?

• Did you hire someone, but they only did a one-time optimization?

• Have you been consistent with updates, content, and monitoring?

SEO requires ongoing effort: researching, testing, analyzing, and adapting to changes in algorithms, competition, and user behavior.

How Long Have You Waited?

SEO takes time. For a brand-new site, it can take 6–12 months to see meaningful results. Even for established sites, it’s normal for updates to take a few months to show improvement.

So if you have a newer site, take a deep breath and wait, and keep your eye on your overall impressions in Google Search Console. If your impressions are going up, that’s a good sign that you are on the right track.

If your site has been around for over a year and a particular page still isn’t ranking that’s important to your business, it’s time to troubleshoot.

Troubleshooting: Why Your SEO Might Not Be Working

If your SEO efforts feel like they’re falling flat, it’s time to break things down and troubleshoot. Here’s a step-by-step guide to help you figure out what might be going wrong and how to fix it.

1. Technical Barriers

Technical issues can be a significant roadblock to SEO success. Even if you’ve done everything else right, these issues can prevent your site from performing well in search results.

• Is the page indexed?
  First, check if the page is indexed by Google. If it’s not, search engines can’t display it in results. Head over to Google Search Console and look at the “URL Inspection” tool. This will tell you whether your page is indexed or if there’s an issue preventing it. Common problems include forgetting to add the page to your sitemap or accidentally blocking it in your robots.txt file.

  • If it’s not indexed, request indexing. If it’s still not indexing, try to get to the bottom of why.

• Is your site fast and mobile-friendly?
  Google prioritizes fast, mobile-friendly sites. Use Google PageSpeed Insights to test your website’s performance. If your site is slow or not optimized for mobile users, it can negatively impact rankings. Focus on optimizing image sizes, reducing unnecessary scripts, and using responsive design.

2. Keyword Selection

Choosing the right keywords is essential, but it’s also easy to get wrong. If you’re targeting overly broad or competitive keywords, it’s unlikely you’ll see results.

• Are your keywords too competitive or broad?
  Keywords like “plumber” or “coffee shop” are highly competitive. Instead, focus on more specific, long-tail keywords like “24-hour plumber in Seattle” or “family-owned coffee shop in Queen Anne.” These are easier to rank for and often match the intent of searchers better. Try typing your keyword into an incognito browser search and see what pops up on the first page. If it’s all big, well-known, high authority websites, it’s gonna be hard to compete!

• Do your keywords match search intent?
  Think about what someone searching for that term is actually looking for. If your page doesn’t align with their intent (e.g., informational vs. transactional), Google won’t rank it well.

• Is there enough search volume?
  Use tools like Google Keyword Planner or Ubersuggest to confirm that people are searching for your chosen keywords. If no one is searching for them, even ranking #1 won’t bring traffic.

3. Keyword Execution

Even if you’ve chosen the perfect keywords, you need to implement them correctly throughout your page.

• Are your keywords in the right places?
  Search engines look for keywords in specific spots to understand what your page is about. Make sure your target keywords appear in:

• The URL

• The title tag

• The meta description

• Headings (H1, H2, etc.)

• The body content

• Image alt text

• Are you avoiding keyword stuffing and duplicate content?
  Overloading your page with the same keyword repeatedly (keyword stuffing) can hurt your rankings. Similarly, if multiple pages on your site target the same keyword, they might compete with each other, confusing search engines.

4. Content Quality

Google rewards high-quality, engaging content that provides real value to users.

• Is your content up to date, detailed, and engaging?
  Outdated or thin content won’t perform well. Regularly review your content to ensure it’s accurate, relevant, and thorough. Adding helpful details like step-by-step guides, FAQs, or visuals can improve user experience.

• Are users engaging with your content?
  Check metrics in Google Analytics, like time spent on the page and bounce rate. If users are leaving quickly, your content might not be meeting their expectations.

• How does your content compare to competitors’?
  Look at the top-ranking pages for your target keyword. Is their content more detailed, visually appealing, or better structured? Take note of what’s working for them and see how you can improve yours.

5. Internal Linking

Internal links help Google understand the structure of your site and distribute authority between pages.

• Are you linking to your page from other relevant pages?
  Ensure your page is linked from other high-traffic or relevant pages on your site. Internal links act like signposts, guiding both users and search engines to important content.

• Are internal links driving traffic?
  Use tools like Google Analytics to check click-through rates from internal links. If they’re not driving traffic, consider adjusting the anchor text or placement.

6. Topic Authority

Search engines favor websites that demonstrate expertise and authority in a particular subject.

• Do you have a cohesive content strategy?
  Google values sites that cover a topic comprehensively. For example, if you’re a travel agency, your site should include content about destinations, travel tips, packing guides, and more. This helps establish your authority in the field. In addition, your site should include all of the information about a destination that people would want to know.

• Are you building authority off-site?
  Your brand presence outside of your website matters too. Ensure your Google Business Profile is optimized and consistent with your website’s information. Stay active on social media and build trust through reviews and testimonials.

7. Backlinks

Backlinks (links from other websites to yours) signal to Google that your site is trustworthy and valuable.

• Do you have high-quality backlinks?
  Not all backlinks are created equal. A link from a reputable site like a news outlet or an industry leader is far more valuable than one from a random, low-quality blog.

• How do you check your backlinks?
  Use free tools like Moz Link Explorer or Ahrefs’ Backlink Checker to review your backlink profile. If you’re lacking quality links, focus on strategies like guest blogging, creating shareable content, or reaching out to industry partners.

SEO can feel overwhelming, but breaking it into these clear, actionable steps can make troubleshooting much more manageable. Take it one piece at a time, and remember: success with SEO doesn’t happen overnight. It’s a long game, but when done right, the results are worth it.

Monitor, Adapt, and Be Patient

SEO is a long game. It requires consistent effort, monitoring, and adaptation. If you’re seeing progress, even slow progress, it means your SEO is working - just give it time.

If things are stagnant or getting worse, troubleshoot the areas above, tweak your strategy, and reassess quarterly. SEO isn’t a one-and-done project, but when done right, it can turn your website into a powerful tool for growing your business.

If you feel like you need a deeper dive into your website’s performance, read about how to do your own DIY website audit.

And if you’re still feeling stuck, let’s chat. Sometimes, a fresh perspective or an experienced eye is all you need to get things moving in the right direction.

FAQ for people who feel like their SEO isn’t working…

1. How long does it take to see results from SEO?

SEO is a long-term strategy, and results can take anywhere from 3 to 6 months, depending on your website’s age, the competition in your industry, and the efforts you put into optimizing your site.

2. Why isn’t my website showing up on Google?

If your site isn’t showing up, it could be due to indexing issues, poor keyword optimization, or technical problems like a blocked robots.txt file or slow page load speeds. Make sure your site is indexed by Google through Google Search Console.

3. What does it mean if my website is ranking, but no one is visiting?

If your website ranks but isn’t getting traffic, it could be that your keywords aren’t attracting the right audience or your content or meta description isn’t engaging enough to encourage click-throughs. It’s important to review your keyword targeting and improve your content to meet searcher intent.

4. How can I check if my SEO is working?

Use Google Search Console and Google Analytics to track your website’s performance. Look at key metrics like impressions, click-through rates, and rankings to determine if your SEO efforts are leading to traffic and engagement.

5. Should I update old content for better SEO?

Yes! Updating old content with fresh information, new keywords, and better engagement tactics can improve your rankings. Google loves fresh, high-quality content that adds value for users.

6. How do I know if my keywords are too competitive?

If you’re struggling to rank for certain keywords, they may be too competitive for your website’s current authority. Use tools like Google Keyword Planner or Ahrefs to evaluate keyword difficulty and consider targeting long-tail keywords with less competition. Also just type the keyword into the search bar and see what pops up in the search results. Are these web pages you think you could compete with?

7. What should I do if my page speed is slow?

Slow page load times can hurt your SEO and user experience. Use tools like Google PageSpeed Insights to identify issues, such as large image files or unoptimized code, and work on improving your site’s performance.

8. Is backlink building important for SEO?

Yes! Backlinks from reputable websites are one of the strongest ranking factors. Focus on building high-quality backlinks through guest blogging, partnerships, creating shareable content, and more.

9. What are SEO ‘technical barriers’?

Technical barriers refer to issues that prevent search engines from crawling or indexing your site correctly. These can include problems like broken links, incorrect use of robots.txt, slow site speed, or improper use of redirects.

10. Can I fix SEO problems myself or should I hire an expert?

While some SEO issues can be fixed with basic knowledge, a lot of SEO involves strategic planning and ongoing effort. If you’re unsure about making technical changes or optimizing content, working with an expert can help ensure you’re on the right track.