Ranking Fluctuations Recent Google Update

Hi Erik/Steven,

In light of the most recent Google algorithmic update leading to the dip in rankings of Azura website, we have come up with a few recommendation ideas in order to regain our previous rankings, and further improving the website quality as a whole.

Upon analyzing the higher ranking websites such as utswmed.org, ncbi.nlm.nih.gov, wikipedia.org, mayoclinic.org, nhs.uk, etc. which have consistently performed better than us for our targeted keywords, it seems that these websites have an edge of better content quality and presentation as compared to that of us. Though the technicalities of our website are well up to the mark, there are certain improvement possibilities in the content aspect of our website, which if implemented, can considerably improve our website rankings.

Our source of analysis and recommendation is SEMRush [ SEO Toolkit >> Onpage SEO Checker >> View all pages & ideas ] in which we have checked through all the recommendation ideas for the landing pages which are being optimized for the targeted keywords. Attached are the 2 screenshots which can guide you through the same. Further for your convenience, we have also listed out the top recommendation ideas for building/updating more informative content on our website which in turn can help us regain & further improve our rankings. Here below are the points:

1) Make the text content of the webpages more readable
The ease of content readability of our webpages is comparatively low as compared to the websites performing better than us. So we suggest to have a look at the level of informative content (in-depth info, properly built sections, decent sentence presentation, etc.) adopted by the higher ranking websites, and change the content presentation of our webpages accordingly.

2) Increase content length of the webpages
The content length/word count of our webpages are somewhat less as compared to that of our competitors. Since Google's core rankings motto is to give top priority to the webpages with enough quality content within them, we should provide more in-depth info on each of the services provided by us, thus improving our content quality and word count further. Moreover, this process would further give us scope to imbibe more similar keywords within our content.

3) Avoid keyword stuffing within the webpages
Certain webpages of ours have keywords stuffed within them as compared to the higher ranking pages, thus making it difficult for our pages to achieve top rank in Google. So we recommend reducing the density of certain keywords within our webpages. You can view the detailed list of keywords for individual pages as provided in SEMrush. 

Apart from the above recommendation ideas, we would further suggest the possibility of initiating backlink acquisition process for Azura. Even though you don't have a backend team for the related content building, we can get it done by our efficient in-house content writers.

Please let us know your thoughts on the above recommendations and do ask if you have any questions.

Thank You,
Team TIS