Lost Keywords

What Are Lost Keywords?

Lost keywords are search terms that previously ranked in search engine results for your website but have since dropped out of the rankings. In technical terms, these are keywords that:

1. Previously ranked within the top 100 search results (had visibility)
2. No longer appear in those search results as of the most recent data

Think of lost keywords as potential traffic and conversions that have slipped away, but with the right strategy, can be recaptured.

Why Lost Keywords Matter for Your Business

Understanding and reclaiming lost keywords is crucial for several reasons:

• Protect Traffic: Lost keywords often mean lost website visitors, which can impact leads and sales
• Identify Issues: A sudden drop in rankings can signal technical problems, content issues, or algorithm changes
• Competitive Intelligence: Reveals where competitors might be outperforming you
• Quick Wins: Typically easier to regain rankings for previously successful keywords than to rank for entirely new ones

Accessing the Lost Keywords Table

The Lost Keywords Table automatically loads when you:

1. Log in to your SEO dashboard
2. Scroll down to the "Search Engine Visibility" section

Understanding the Lost Keywords Table

The Lost Keywords Table provides comprehensive information about each keyword that has dropped from search rankings:

How to Interpret the Lost Keywords Data

Patterns to Look For

When analyzing your lost keywords, look for these important patterns:

1. Multiple keywords lost from the same domain: May indicate a domain-wide issue
2. Keywords lost from the same search engine: Could signal search engine-specific problems
3. Keywords from the same search group: Might suggest content issues for a specific section of your site
4. Similar keywords lost around the same date: Often indicates an algorithm update effect
5. High-performing keywords that dropped: These represent the most urgent recovery opportunities

Timing Considerations

The "Last Seen" column is particularly important:

• Recent losses (within days): May be temporary fluctuations
• Losses from 1-2 weeks ago: Need prompt investigation
• Older losses (30+ days): Require deeper content or technical fixes

Using Lost Keywords to Improve Your SEO

Immediate Actions

For each lost keyword, consider these immediate steps:

1. Check for technical issues: Verify the page still exists and loads properly
2. Review content quality: The page might need updating for relevance
3. Assess competition: See if competitors have improved their content
4. Check for algorithm updates: Research if recent updates might have impacted your rankings

Strategic Recovery Plan

Develop a systematic approach to reclaiming lost keywords:

1. Prioritize by value: Focus first on keywords with high search volume or conversion potential
2. Cluster similar keywords: Group related terms for more efficient content updates
3. Review historical performance: Check other SERP360 analytics to understand the traffic impact
4. Set recovery goals: Establish realistic timeframes for regaining rankings

Common Causes of Lost Rankings

Understanding why keywords drop helps you develop the right recovery strategy:

Content Issues

• Content staleness: Outdated information needs refreshing
• Thin content: Page lacks depth compared to competitors
• Poor relevance: Content doesn't match user intent for the keyword

Technical Problems

• Indexing issues: Search engines can't access or understand the page
• Slow page speed: Page loads too slowly for users or search crawlers
• Mobile compatibility: Page performs poorly on mobile devices

External Factors

• Algorithm updates: Search engines changed how they evaluate content
• Competitive pressure: Competitors improved their content or gained more backlinks
• Seasonal changes: Some keywords have natural ranking fluctuations throughout the year

Best Practices for Keyword Recovery

Content Improvements

• Update and expand: Add fresh, relevant information to existing content
• Match search intent: Ensure your content answers the questions users are asking
• Improve readability: Break up text with headers, bullet points, and images
• Add multimedia: Include videos, infographics, or interactive elements

Technical Optimizations

• Fix broken links: Ensure all internal and external links work properly
• Improve site speed: Optimize images and reduce unnecessary scripts
• Enhance mobile experience: Ensure perfect rendering on all devices
• Check indexation: Verify search engines can properly access the page

Link Building Strategies

• Internal linking: Add links from strong pages to the affected pages
• Outreach for backlinks: Contact industry websites for relevant links
• Social promotion: Share updated content across social platforms
• Content repurposing: Create new formats (videos, infographics) to attract links

Measuring Recovery Success

Track your progress with these metrics:

1. Re-ranking percentage: The portion of lost keywords that return to rankings
2. Position improvement: How much rankings improve for recovered keywords
3. Traffic recovery: Whether organic traffic returns to previous levels
4. Conversion restoration: If conversions from organic traffic recover

FAQ About Lost Keywords

How frequently should I check for lost keywords?

We recommend reviewing your lost keywords at least weekly. For large websites or highly competitive industries, twice-weekly checks may be beneficial.

Is it normal to have some lost keywords?

Yes, some ranking fluctuation is normal. Search engines constantly update their algorithms, and competition evolves. What matters is the pattern and scale of keyword losses.

How long does keyword recovery typically take?

Recovery time varies based on:

• The reason for the ranking loss
• The competitiveness of the keyword
• The extent of your optimizations

Generally, expect anywhere from 2-8 weeks to see results from your recovery efforts.

Should I focus on lost keywords or finding new ones?

Both are important, but recovering lost keywords is often more efficient since:

• Your site already has some relevance for these terms
• You have historical data to guide your strategy
• The pages have already existed and been indexed

What if my lost keywords don't return after optimizations?

If keywords don't recover after thorough optimization, consider:

• Creating entirely new content targeting these keywords
• Analyzing if search intent has fundamentally changed
• Evaluating if these keywords still align with your business goals

Conclusion

The Lost Keywords Table provides valuable insights into opportunities to reclaim lost search visibility. By systematically identifying, analyzing, and addressing these lost rankings, you can recover traffic and conversions that would otherwise be permanently lost.

Remember that search engine rankings are dynamic, and some fluctuation is normal. The key is to identify significant or concerning patterns, then take prompt, strategic action to recover your most valuable lost keywords.