The Complete Guide to Maintaining Your SEO Rankings

Category: RECENT
November 15th 2021
12:53:04 pm

is one of the main goals of nearly all eCommerce businesses.

After all, if merchants don’t have site visitors, they cannot convert them into paying customers.

That said, we have covered a number of times on this site.

However, what do retailers do once they have earned organic visibility and climbed their way to the top of Google’s SERPs?

How to maintain SEO rankings is a far less frequently covered topic than.

That changes today.

For those who have achieved their SEO goals and are now seeking to learn how to keep SEO rankings, this piece is for you.

Today, we will explore the strategies and tactics retailers can deploy for keeping SERP visibility high and organic site traffic flowing.

Let’s dig in.

How to Maintain SEO Rankings: Nine Tactics for Continued Search Success

Before diving into the details, it is worth noting that while there are many unique strategies for keeping SEO rankings high, there is a fair bit of crossover with tactics aimed at improving SERP performance.

Nonetheless, all of the methodologies listed below are effective for helping merchants maintain their positioning in Google.

That said, to achieve this aim, retailers will want to:

1. Keep Cranking Out Content

As many are well aware, content is the backbone of search and SEO. For this reason, the number one tactic for retailers to utilize for maintaining SEO rankings is to continue to produce content consistently.

That said, sellers don’t want to just churn out content for the sake of churning out content. Instead, it is critical that retailers continue to produce top-notch, informative, useful.

The fact of the matter is that all of the sites that rank below a retailer’s top-ranked pages are likely giving it their all to steal that top spot. Therefore, it is vital that retailers focus on becoming the go-to source for a topic, and that means generating the best content in the industry on a consistent basis.

2. Establish Expertise and Authority

This tactic goes hand-in-hand with the previous strategy.

When establishing how to maintain SEO rankings, it is important for merchants to grasp the necessity of cultivating authority within a niche.

This means that retailers will want to establish themselves as the premier source for information pertaining to a specific topic. Retailers will want to consistently produce lots of high-quality pieces and approach a subject from a variety of angles.

For instance, if retailers sell running shoes, then it is wise to about the history of running shoes or the inventor of that product. At the same time, these pieces should be interspersed with more timely content about industry news, current best practices on running, running with correct form, the future of running shoes and the like.

The aim here is to produce a panoply of helpful content related to running and running shoes, as this will help to establish the site as an authoritative and expert voice in the industry.

As a result, Google will reward the brand for its efforts.

Moreover, it is worth noting that part of the reason as to performance is that this practice helps sellers meet Google’s E.A.T. standards.

For those who are unfamiliar, E.A.T. stands for Expertise, Authority and Trustworthiness.

Given that when surfacing materials for consumers, it is critical that retailers focus on fostering these attributes by building authority and expertise via quality, accurate, helpful content.

3. Update eCommerce Websites

Truth be told, this is not something that many sellers consider. However, in the discussion of how to keep SEO rankings high, implementing, dwell times and the user experience overall is critical to maintaining visibility on Google.

That said, a complete overhaul is likely not in order.

Instead, the main area in which merchants will want to update their site is in the content department. When ranking pages, Google’s algorithm takes into account both. Therefore, keeping content updated with the latest information and developments is vital to maintaining SERP performance.

The fact of the matter is that ancient “text-only” articles are likely holding a website back in terms of search optimization. Moreover, retailers who have been in the game for many years probably have a smorgasbord of old, outdated articles that provide antiquated info or advice.

Therefore, retailers should take the time to go through their content offerings and establish a “refresh” schedule wherein sellers update the information in older blogs, include new images or videos and aim to upgrade the content all around.

Taking this approach to updating a site will likely aid in enhancing the user experience, might earn merchants some new backlinks (assuming they promote the updated pieces) and serve to keep SEO rankings high.

4. Snag the Featured Snippets Slot

In, it is imperative that retailers get their message across, not only on their sites but in the SERPs as well.

This means that earning the Featured Snippets slot is critical for search success.

For those who are somehow unfamiliar, are those short chunks of information that Google will pull from websites and showcase at the top of the SERPs with a link to the source material.

As it stands, there are four:

  • Paragraphs
  • Lists
  • Tables
  • Videos

Understanding this, it would naturally stand to reason that sellers would want to include these elements in their content to help a piece be chosen as the Featured Snippet for a given search.

However, when it comes to paragraphs, this needs a bit more explanation. To get paragraphs listed in the Featured Snippets box, retailers will want to craft short, concise paragraphs that provide a complete answer to a direct question while also potentially including target keywords.

Additionally, merchants will want to in their content to help Google understand the content and select it for this highly visible spot.

5. Focus on Link Building

Backlinks are a critical component of SEO performance. Therefore, when figuring out how to maintain SEO rankings, backlinks are a key ingredient to success.

However, today’s backlink game is about quality, not quantity.

That said, retailers should focus their efforts on generating high-quality backlinks from authoritative sources.

One of the best ways to achieve this is through the production of evergreen content, which has already been touched upon.

However, one way that sellers can for them is to use evergreen content as the pillar for a content cluster, thereby helping to spread the link authority that piece receives to other pages on the site.

By promoting evergreen content and generating authoritative backlinks, retailers can leverage the clout of that article to bolster the performance of other pages within a merchant’s site.

That said, this is just one of many, as sellers can also:

  • Publish original research
  • Create and promote infographics
  • Refresh old content (as discussed earlier)
  • Engage in influencer marketing

6. Remain Active on Social Media

There is a bit of a debate as to whether social media engagement contributes to search engine performance, either directly or indirectly. That said, what is not up for debate is that search engines view major social media websites as authoritative. This is because sites like Facebook, Instagram, TikTok and the like all possess a high.

Generating links from these types of sites can help Google to determine the relevancy of a website. The more people like and share a company’s content, the more visibility a seller is likely to receive from social platforms.

As merchants continue to expand their backlink profile, it can help to boost and maintain SEO rankings over time.

Some ways that retailers can help to facilitate increased blog visibility on social media include:

  • Add social sharing buttons on the side of articles
  • Employ clear CTAs in content to share on social media
  • Offer a free piece of gated content in exchange for a social media share

7. Make the Site Faster

A site’s rankings are, in part, determined by load times.

With the advent of, speed is a more important factor than ever before.

However, if retailers opt to update portions of their site, potentially implementing new plug-ins, add-ons and widgets, there is a possibility that the site’s speed will suffer, thereby creating an opening for competitors to capitalize.

Given that this discussion is all about how to keep SEO rankings high, it is imperative that merchants do not allow this to happen. Therefore, focusing on site speed is critical to maintaining SEO performance.

There are plenty of ways for retailers to keep their sites lightning fast, including:

  • Optimizing images
  • Eliminating redirect chains
  • Partnering with a premier hosting service
  • Employing clean code
  • Disabling unused add-ons
  • Enabling browser caching

By ensuring that a site’s load times remain incredibly fast, retailers stand a far better chance of maintaining their store’s search engine visibility.

8. Optimize for Voice Search

As a result of newer mobile technologies and integrations, smart speakers and similar devices, is growing at a rapid pace.

Naturally, this relatively new form of search demands that retailers engage in a new kind of SEO, particularly if sellers want to maintain their current rankings.

Therefore, merchants must prepare their site for this technology. Fortunately, that can be achieved in a variety of ways.

Firstly, it is essential for sellers to optimize their website using, as these are the most likely type of keywords to be used in a voice search.

When aiming to optimize a site for long-tail phrases, it is crucial to consider the way in which people speak, as this is how they will be searching. Therefore, it is best to implement long, conversational phrases, questions and the like.

However, if retailers would like to invest in this strategy more heavily, then some might consider integrating a voice search feature into their site. Not only will this enhance the user experience (thereby helping SEO), but it will also give sellers a considerable amount of first-party data to use toward optimizing various pages of their site.

Additionally, if sellers are going to aim to optimize their site for voice search, it is wise to optimize their content for Rich Answers and Featured Snippets, as discussed earlier.

9. Encourage User-Generated Content

A fantastic yet commonly overlooked tactic for maintaining SEO rankings is to encourage, collect and.

Firstly, user-generated content (UGC) is good for SEO performance for a number of reasons. One of which is that UGC (such as reviews and testimonials) is often naturally keyword-rich and helps sites to rank for long-tail keywords.

Secondly, UGC is a powerful force for helping to build customer loyalty. Since customers are always in search of honest reviews prior to buying a product, user-generated content is an ideal vehicle for establishing trust among new buyers.

When a new shopper does decide to purchase because of this kind of content and has a great experience with the company, they are more likely to become brand loyalists.

Additionally, UGC gives users and Google more reasons to visit the site, as fresh content is consistently uploaded. For retailers, this can result in more traffic, higher authority, more conversions and stellar SEO performance.

Final Thoughts

Here’s the good news:

Learning how to keep SEO rankings high is not as hard as it is to learn to successfully optimize a site and climb the SERPs from the bottom up.

Here’s the bad news:

As a top-ranked page on Google, just about everyone is gunning for that spot, meaning that it will take a considerable amount of effort and energy to maintain that visibility.

By using the tactics listed above, retailers can successfully maintain their top-dog status on Google.

However, if your brand would rather focus on its growth than maintaining its current standings, then reach out to.

Our team of professional eCommerce optimization specialists can implement the strategies necessary to ensure that your site’s pages continue to reside at the peak of Google’s digital mountaintop.