My website has dropped in the rankings drastically. How can I get it back up the SERPs?

[SWD.Advertising]

I manage a website that I took over 6 months ago - the site was sitting happily on page one of google so I haven't had to do much to keep it there - other than a few onsite improvements.

However, last week the site dropped off the SERPs.

The site is http://www.pro-techairconditioning.co.uk/content/home.html

Could someone please suggest reasons for this and ways to solve the problem?

Thanks

[SWD.Advertising]

Thanks for the response.

The link profile is something I am currently working on - but I am new to SEO and am struggling to find good relevant links.

Any tips?

Thanks

[MonicaOConnor]

I completely agree with Ruben and Tim. You need original, unique informative content. It is such bad practice to not touch your site simply because it is ranking well. You have to keep content fresh and update the site. Stagnation is never good. Even having a blog will help you keep content fresh.

What kind of social presence do you have? Are you posting enough to have valid social signals? I would beef up social engagement, add a blog and get some relevant backlinks.

[TimHolmes]

As per Ruben, the site you are managing is lacking any credibile relevant links to the site, without these preferably naturally occuring quality links, your site is not being seen as an authority in its field. As such this is something you can certainly look into rectifying, but it is no easy fix and will take a lot of hard work and the creation of quality content.

Link profile can be looked into here

Secondly and this is my own personal opinion but the site to me lacks some more natural copy that is targeted to the end consumer, it feels very much like it has simply been created with a tone just for Google and may possibly be being targeted for an over optimisation penalty, especially for the term Air conditioning which appears so many times.

You could also think about adding more relevant copy around the products you install, benefits, features etc. A blog might be useful for this. Finally I would also think about establishing some social channels for the site and local presences in Bing and Google.

Also check out the webmaster elements that Ruben mentioned - sitemaps, 404 errors etc

[KempRugeLawGroup]

Well, your homepage doesn't have a lot of content, nor does it have many links. The links you do have are mostly from a website design company.

First, I would check your GWT to see if you received any penalty notifications. It's hard to say if you have been hit with one or not. The drop in rankings your described may suggest one, but, (at least by the brief look at the link I saw and the content I read) your site doesn't look spammy. It just doesn't have a lot there to get ranked highly in the first place.

I would add some more detail/quality length to my homepage, and pursue some link opportunities that relate to either Air conditioning, your location or both.

Best,

Ruben