SEO Not Working? Start Here.
A systematic guide to figuring out why your SEO is not delivering results. Find your problem, understand the cause, and fix it.
What's Happening?
Most SEO problems fall into one of four categories. Find yours below and follow the diagnosis steps. Each section links to detailed guides for specific fixes.
My Traffic Dropped
A traffic drop is the most common SEO panic trigger. Before assuming the worst, follow these steps to determine whether it is a real problem, a normal fluctuation, or something in between.
Step 1: Check If It Is Seasonal
Compare this period to the same period last year in GA4. Many businesses have natural traffic cycles. Tax accountants peak in February-April. Retailers peak in November-December. If last year showed the same dip, it is seasonal and not a problem.
Step 2: Check If It Is Site-Wide or Page-Specific
In Google Search Console, go to Performance and compare dates. Check the Pages tab to see if one page lost traffic or many pages did.
- One page dropped: Check if the page is still indexed, if the content is outdated, or if a competitor published something better
- Many pages dropped: Could be an algorithm update, a technical issue, or a site-wide change you made
Step 3: Check for Technical Issues
In GSC, check Indexing > Pages for new errors. Check Security & Manual Actions for any penalties. If you recently changed your website (redesign, new URL structure, moved hosting), that is likely the cause.
Detailed guide: My Traffic Dropped Overnight — The Checklist I Run
My Pages Aren't Indexed
If a page is not indexed, it does not exist in Google's search results. This is the most binary SEO issue: your page either shows up or it does not.
Check Your Indexing Status
Use Brass-SEO's indexing check or GSC's URL Inspection tool to see the status of any page.
Common Indexing Problems
| Status | What It Means | What to Do |
|---|---|---|
| Crawled — not indexed | Google found the page but chose not to include it | Improve content quality and add internal links |
| Discovered — not crawled | Google knows the page exists but has not visited it | Add internal links, submit sitemap, request crawl in GSC |
| Blocked by robots.txt | Your robots.txt file prevents Google from crawling the page | Update robots.txt to allow the page |
| Blocked by noindex | The page has a noindex meta tag telling Google not to index it | Remove the noindex tag if the page should be indexed |
Detailed guide: Crawled — Currently Not Indexed: What Google Is Telling You
My Rankings Fell
Your page is still indexed but it used to be on page 1 and now it is on page 2 (or worse). This is different from a traffic drop — your page still gets impressions, but from a worse position.
Diagnose the Cause
- Check if a competitor improved: Search for your target keyword and look at what now ranks above you. Did they publish better content? Did a major site enter the space? See how to analyze why competitors outrank you.
- Check if your content is outdated: Pages with old information lose relevance over time. Update facts, dates, and examples.
- Check your title tag: A generic or irrelevant title tag can hurt both CTR and relevance.
- Check internal links: Pages with few internal links carry less authority than those with many.
Quick Fixes for Ranking Drops
- Rewrite the title tag to be more specific and keyword-focused
- Update the content with fresh, accurate information
- Add 3-5 internal links from other relevant pages on your site
- Check if striking-distance keywords need optimization
- Use Brass-SEO's page audit to find on-page issues
My Site Is Slow
Page speed affects both user experience and rankings. Google uses Core Web Vitals as a ranking signal, measuring how fast your page loads, how quickly it responds to interaction, and how stable it is visually.
How to Check
Go to PageSpeed Insights and enter your URL. Test your homepage and your most important service page. Focus on the scores under 70 — those need attention.
Most Common Speed Issues
| Problem | Impact | Fix |
|---|---|---|
| Large images | Slow loading (high LCP) | Compress images, use WebP format |
| Too many scripts | Slow response (high INP) | Remove unnecessary widgets and trackers |
| No image dimensions | Layout shift (high CLS) | Add width and height to images |
| Slow hosting | Slow server response | Consider upgrading hosting or using a CDN |
Detailed guide: Core Web Vitals: What Google Is Grading Your Site On
How to Monitor Your SEO
The best way to catch problems early is regular monitoring. Here is a monthly routine that takes 15 minutes.
Check organic traffic trend
Compare this month to last month in GA4. Is it up, down, or flat?
Review top keywords
Are people finding you for the right terms? Check in GSC.
Check for indexing errors
GSC > Indexing > Pages. Fix any new errors promptly.
Find opportunities
Look for striking-distance keywords and pages with high impressions but low clicks.
For more on measuring SEO results, see How to Tell If Your SEO Is Working.
Frequently Asked Questions
My traffic dropped suddenly. What should I do first?
Check Google Search Console for any manual actions or security issues. Then compare the drop to the same period last year to rule out seasonality. If neither applies, check whether specific pages dropped or all pages dropped. A single page losing traffic often means a content or indexing issue. A site-wide drop may indicate a Google algorithm update or a technical problem.
Google says my page is crawled but not indexed. How do I fix it?
This means Google found your page but decided not to include it in search results. Common causes include thin content, duplicate content, or the page not matching any search intent. Improve the content by making it more comprehensive and unique, add internal links from other pages, and ensure the page provides real value to visitors.
My page is indexed but does not rank for anything. Why?
Being indexed means Google knows about your page. Ranking means Google considers it relevant and authoritative enough to show for specific searches. Common reasons for being indexed but not ranking include weak content, missing or generic title tags, no internal links pointing to the page, and stronger competition.
How long should I wait before deciding my SEO is not working?
SEO changes typically take 4 to 12 weeks to show measurable results. New pages may take 2 to 4 weeks just to be indexed. For a new website, meaningful organic traffic usually takes 3 to 6 months. Evaluate on a monthly basis and look for trends over 3 or more months before concluding something is not working.
Should I hire an SEO expert or can I troubleshoot myself?
Most common SEO issues can be diagnosed and fixed by business owners using Google Search Console, Google Analytics, and a tool like Brass-SEO. Professional help becomes valuable for complex technical issues, competitive markets requiring link-building strategies, or when you have diagnosed the problem but do not have time to implement fixes.
Does page speed really affect my rankings?
Yes, but it is one of many ranking signals. A very slow site can hurt rankings, especially in competitive searches. However, content relevance and quality still matter far more than speed. Fix page speed issues when they are severe, but do not prioritize speed over content quality.
Why does my site rank for keywords I did not target?
Google matches pages to searches based on content relevance, not just intentional targeting. If your page covers a topic thoroughly, Google may find it relevant for related queries. This is usually a good sign. You can optimize for these unexpected keywords by adding them to your title tag or expanding the relevant section.
How do I know if a Google algorithm update affected my site?
Google announces major updates on its Search Central blog. If your traffic dropped around the same time as a confirmed update, the update may be a factor. Check whether the drop aligns with the update date, whether it affected specific page types, and whether competitors saw similar changes.
Let Brass-SEO Diagnose Your Site
Connect your Google Search Console and GA4 accounts. Ask questions like "Why did my traffic drop?" or "Are my pages indexed?" and get answers in plain English with specific recommendations.