SERPS showing wrong page

[DaddySmurf]

Hi there,

searching Google UK for the term 'wireless alarms' returns the following page at position 39'ish -

http://www.compoundsecurity.co.uk/security-information/gsm-gprs-alarm-systems

The page that should be returned for that search is -

http://www.compoundsecurity.co.uk/security-equipment

The page being returned by Google at present is not optimised in any way for 'wireless alarms' but the page it should be showing is optimised for that term and the Moz grading tool agrees. The correct page also has a higher PA and 533 inbound links and the page being displayed has a lower PA and only 3 links.

Could some kind soul tell me what i am doing wrong please?

Thank you

Si

[RobertFisher]

I do not understand why you "shouldn't change urls." Yes, you can, you just have to do it correctly. Afterward, you need to insure the new is canonicalized, etc.
Honestly, I am going to say something and it has the potential to be controversial: Beware taking SEO advice from a webmaster. That is one of the reasons several years ago we went into web dev and design. I got tired of trying to show people how to improve their rankings and business only to be shot down by someone who knows little of SEO.

That is all, IMO.

Best

[DaddySmurf]

Rock on Robert!!!!

THank you very much for your reply. I had discussed changing the URL but our webmaster said you shouldn't change URLs. What's the downside to that?

In actual fact i have very little idea of what i am doing. I'm 48 and not involved in SEO at all. I have just got sooo fed up of paying £500 ($750) per day for SEO services that produce no results, so i am on a fast learning curve.

All advice is appreciated.

Oh, and the links to the home page happened organically with no involvement by us. Just a very controversial product lol.

[RobertFisher]

Daddy Smurf,

I like your question because I spent a lot of time asking the same one over the years. When I do a search in Google.co.uk, for wireless alarms, I get you with the "wrong" url at 36th (see I helped move you up! and when I search same for security systems, I get you at Number 1 and you have sitelinks showing, so good job in a tough vertical. (The search was done using incognito in chrome and screenshot attached).

Kevin makes a great point re the url (I think you really need wireless alarms in there since that is the query you want to rank for.) When I look at the page, I see opening content around types of wireless alarms without ever saying they are that. Yes it is in the H1, but I think that first paragraph needs it in the body content. Also, you are selling products and that presents the opportunity to utilize markup for products and or reviews on these which again would help you rank. I did a cursory check and say none on this page.

My experience tells me to use every possible advantage available except when there is a business reason not to. If you want to rank for wireless alarms in the way you are for security systems, get as aggressive as you were for that in the beginning and you will make it. You did not get where you are by being dumb, it is obvious you know what you are doing. My biggest enemy is complacency and I try to stay ever aware of that. I hope this helps you out.

Best,

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[KevinBudzynski]

Often times this happens (especially for a legacy page that has been around awhile and you introduce a new landing page). Over time, Google may feel that the other landing page is better for that query and move it up.

Looking just at the url "Alarms" is in the url for the first one and not the second (I know security isn't in the first one). So the url could be better optimized. Also, did you look at the link profile on both links and see if you can see something?