Losing Page Rank

[ryanparrish]

Hello Moz

I launched a re-design of our site over the summer and we jumped in organic search for some keywords. Recently one of our landing pages is being hammered by Google last we we lost one position this week we lost 5 positions. Although, when I check the on-page grade Moz gives it an A is there a check sheet anyone has that I could go through to see if I have any common problems.

Ryan

[Marcus_Miller]

Hey

The on page grader will give you a good idea if the single page is well optimised but a site / business / brand is made up of much more than a single page.

It's very hard to offer advice with such a small amount of information - can you give us a bit more history? Keywords? Positioning? History? Any other SEO historically?

[ryanparrish]

Hello,

The keyword we are having problems with is Flour Sack Towels  we were historically 12 to 13 on this keyword with our update we made it to 11 and now we dropped to 18  for us this keyword drives a lot of traffic to our site we like to position well.

this is our landing page

http://www.acshomeandwork.com/c/flour-sack-linens/flour-sack-towels/

Thank You for your Time

Ryan

[evolvingSEO]

First off, I'm not sure I'd lose sleep over some shuffling around of just 5-10 positions. These are going to move around a LOT day to day and week to week. I'd worry if you completely dropped off pages below you were.

But pro-actively speaking, obviously you want to improve. The trick here is "Flour Sack Towels" is a really crowded and competitive SERP. It's not only competitive to rank there, but insanely competitive to get clicks.

Instead, I'd maybe use something like http://keywordtool.io/ and get some more specific searches off of "flour sack towels" - look for more specific searches where you know you offer one of the best solutions and focus on some more niche rankings.

Beyond that I'd zoom out and look at some more global site wide things you can do to improve. The thing that strikes me is that the site appears somewhat generic. I'd really work on upgrading your branding - you want users (especially new ones) to feel really comfortable giving you their credit card information to buy stuff.

• Put some real people on your about page: http://www.acshomeandwork.com/about-acs/
• Fix the lack of padding in product descriptions: http://screencast.com/t/ZOUStle7paT
• Fix the spacing issues here: http://screencast.com/t/dtqiUDv3ZW
• The whole top header area I think could be improved: http://screencast.com/t/1NPxiotb56 - I'm not a designer of course, but I can tell you my very first look at the site gave me a feeling like "this site does not look professional". I think the search bar is kind of big, the login area icons etc are funny. I bet if you upgraded you header it would cast a much better impression for users - which will trickle down to SEO because of user metrics, brand memorability etc.

[ryanparrish]

Thank you for the thoughts I didn't think about that in this context before. That design would push the SEO.  I guess that is the curse of a template website is that it looks generic not custom tailored for the user or the brand per se

Ryan