Can't see the woods for the trees

[Jon-S]

Ok, I'm going be really cheeky here, so apologies in advance!

We have this site www.simplychaise.co.uk and its not ranking anywhere in the top 50 for the term 'Chaise Longue'

Moz has picked up a few issue with duplicate titles and a couple of 404's which I will fix shortly, It dosen't have any backlinks but I'm stumped as to why it isn't ranking higher than what it is, I'm not expecting 1st position but outside of the top 50 is something else.

The site looks ok to me, but I think it might be a case of I've been looking at it so long that I can no longer see the wood for the trees. Could any kind hearted Mozer point me in the right direction here please, what am i missing?  I'd greatly appreciate it, many thanks in advance for being so cheeky and well, useless!

Jon

[Lumina]

While your site looks very nice and clean, there are a handful of things that are hurting it:

1. There's no header navigation on the initial page (the left-hand widget isn't "initial" in this sense).
2. There's barely any text on the homepage.
3. There doesn't seem to be an H1 on the page (certainly not at the top - even though it might seem that way, the slider content may not be getting picked up by Google as such).
4. Effectively, your homepage is a long list of products. Take a look at Amazon and even smaller ecommerce sites. Your site, and specifically, homepage, is lacking content.

I'm sure with a genuine audit, you could get loads more information, but these are all things you may wish to consider looking into.

[MattRoney]

Hi Jon,

I recommend this often enough that it might be getting annoying to forum regulars, but one thing I'd suggest is to run a Full SERP report in the Keyword Difficulty Tool (part of Moz Pro) and check out the ranking factors for the top 10 sites sites for that term. It might give you a sense of where to go from here.

There's a video on that report here.

[EGOL]

It dosen't have any backlinks but I'm stumped as to why it isn't ranking higher than what it is, I'm not expecting 1st position but outside of the top 50 is something else.

No backlinks and a recent domain registration date are big answers to your question.  This isn't an especially difficult SERP, but a person can't walk right in and expect to displace sites that were on the web and working to gain visibility ten, even twenty years before your first upload.  That's the situation when you arrive late to the battle.

Just as a comparison.  If I upload an article on a twenty-year old domain with a DA of about 78 and a keyword of similar difficulty, that article might not rank in the top 100 for months, and might not rise to the first page for a year or more.  The people on the first page for your keyword are making money and will fight to hold it.