Why don't all website pages rank on search engines?

There is time, money, and creativity involved in every website page you set up. How do you feel when only a few rank well while the others do not? The frustration gets more when you find some of your pages doing well and some just being invisible on the search engines. What do you do? You go back to your strategies and relook at it.

This blog is written for this moment. We are going to talk about why some pages rank and others don’t, what the search engines are looking for, really, the scenes, and what you can do to give every important page a fair chance. Let’s see what you can do to improve your pages’ visibility.

Why don’t all the website pages rank?

The biggest confusion in your head can be, your strategies are helping some of your pages rank really well, and some just go unnoticed. So are the strategies wrong? Not really. You need to understand the reason behind the pages not working well on the search engines. We’ve listed some probable reasons for your pages not showing up.

1. The website page does not have enough information

Search engines want pages that actually help users. If your website page has very little text, covers a topic in a basic way, or does not answer the user’s questions or intent, it goes unnoticed. A page needs to show that it understands the topic well. Without examples, explanations, steps, or real information, the page looks weak.

2. Many pages have the same topic covered in different ways

If you have a huge website, there might be chances to create multiple pages about the same subject unknowingly. When this happens, the pages end up competing against each other. It makes it very difficult for the search engine to choose which one is the main version. The result is usually one page ranking alright, and the others are being ignored. The value is sometimes split across multiple pages, and none of them achieve a good ranking.

3. The pages are deeply hidden or poorly linked

Search engines use your internal links to understand which pages are important. If a page sits far inside the site structure, has no links pointing to it, or is only accessible after many clicks, search engines assume it’s not a priority. Even a well-curated page can sit idle and miss getting indexed this way. A strong internal linking structure helps search engines find, trust, and rank your page faster.

4. The basic on-page signals are unclear or inconsistent

Every page needs clean, focused signals about its topic to avoid being overlooked. If search engines cannot quickly understand what a page is about, they prefer to display another clearer page. Even simple things like missing titles, unclear headings, duplicate meta descriptions, or messy URL structures can cause a page to be skipped.

5. Technical factors can be hurdles in your way

The technical issues of the website can impact the entire website’s crawl budget, slowing down how often search engines visit and index your pages. Pages may be blocked by no index tags, robots rules, incorrect canonical tags, broken links, or slow server responses. Even layout issues on mobile can reduce visibility.

6. The page’s topic is too competitive compared to your website’s strengths

Some subjects are dominated by big brands, strong websites, and long-form resources with lots of trust built over the years. Even if your page is decent, it may not be strong enough yet to break into those search results. Large competitors with more authority, backlinks, and an established presence can push your page out, even if your content is good.

7. The content does not clearly match what the user wants

Every search has an expectation behind it. If someone is looking for steps, examples, comparisons, or answers, a general or vague page will not satisfy their needs. When users click and don’t find what they want, they leave quickly. Search engines track this behaviour and lower the ranking of pages that fail to meet user expectations. Over time, these pages become harder to index or rank.

8. Too many pages targeting the same keyword or topic

When several pages on your site talk about the same subject in slightly different ways, they confuse the system. Instead of one strong page standing out, you end up with many weak pages that look nearly identical. Search engines do not want to show five versions of the same answer from one website, so they pick only one and ignore the rest. This is why many of your pages remain unindexed or sit at the bottom of results.

What should you fix first when only some pages rank?

When you have a large website, you cannot treat every page the same. Some pages are strong enough to appear on search results, and some are simply not built for visibility. The key is to understand which pages have real potential and which ones are naturally going to stay in the background. This helps you avoid wasting time on pages that will never rank, and instead focus your efforts on the pages that can actually grow your organic traffic.

Here are the indicators that show a page is worth improving first:

1. Pages that matter most to your brand

These are your main pages. It can be the service pages, product pages, key landing pages, and important category pages. Even if they don’t rank well right now, they are directly linked to leads, calls, sign-ups, or sales. These pages should get your best content, strongest internal links, and the most attention. If you grow traffic to these first, you feel the real impact on your brand.

2. Pages that already get some impressions or clicks

Some pages may not rank high, but they show a few impressions or rare clicks in your analytics or search console. That means search engines are already testing them. These pages are low-hanging fruit. With better headings, clearer structure, stronger internal links, and more complete content, they can move up much faster than a page that has zero visibility.

3. Pages that target strong, clear topics

Look at the pages that talk about topics people actually search for. These pages are built around real questions, problems, or keywords with some demand. If the topic is useful and relevant, but the page is thin or confusing, it is worth improving. Add better examples, answer related questions, and make the page easy to scan with subheadings and short paragraphs.

4. Pages with obvious technical or structural issues

Some pages fail not because of weak content, but because something basic is broken. The page might be very slow, not mobile-friendly, blocked by robots, or buried so deep that no internal links point to it. Fixing these basic problems can suddenly make the page visible. This is especially important for important pages and pages with impressions.

5. Pages that belong to a strong content group

If you have a set of related pages around one topic, they support each other. Choose one main page in that group and improve it first. Then make sure related pages connect to it with clear internal links. When search engines see a well-organised group, they understand your expertise better and are more likely to show that main page for relevant searches.

6. Pages that people actually use or share

Some pages may not rank much, but users still reach them from emails, social media, or other channels. They might contain useful tools, checklists, FAQs, or resources. These pages are good candidates for improvement because they already prove they are helpful for humans. When you polish them and make them search-friendly, they can start attracting organic traffic as well.

7. Pages that can be easily merged or improved

There might be several pages on very similar topics, each too weak to rank alone. Instead of trying to push all of them up, you can pick the best one and merge the others into it. Combine the good parts, remove repetition, and redirect the old URLs. This way, you build one strong, complete page instead of many half-finished ones that compete with each other.

How do you fix the pages that are not ranking?

Once you know which pages deserve attention, the next step is improving them. The goal here is not to rewrite your website completely but to strengthen the pages that matter. It is also to simplify the pages that confuse search engines, and make the important content easier to understand and trust. Small and yet focused improvements can bring far better results than large changes done without direction.

1. Improve the content on the pages

Thin or surface-level content is one of the most common reasons pages fail. A good page should solve the user’s questions completely. When users find everything they need on one page, search engines automatically give it more visibility. Expand weak pages with examples, explanations, steps, scenarios, FAQs, and clearer language.

2. Fix pages that target the same keyword or meaning

If several of your pages target the same keyword, search engines cannot decide which one should rank. This confusion weakens all of them. Choose one page to own that keyword. Improve it, strengthen it, and adjust the others by merging them, redirecting them, or giving them a different angle. One strong page always performs better than five competing versions.

3. Strengthen internal linking around the page

Important pages should not be buried deep inside your website. Add links from related blogs, service pages, category pages, and any page that already ranks well. Use clear anchor text that matches the page’s topic. A well-linked page looks more important, gets crawled more often, and becomes easier to rank.

4. Choose a system that lets you build flexible URLs

Many ranking issues begin with how your URL structure is set up. If your website platform forces you into rigid URL patterns, long URL paths, unnecessary subfolders, random numbers, or repeated words, search engines struggle to understand the hierarchy of your pages. A flexible URL system lets you create short, clean, descriptive URLs that clearly reflect the topic and position of each page in your site. This makes it easier for search engines to crawl, index, and classify your content. WEMASY’s website builder system helps you do that.

5. Fix technical and structural issues

Look for basic problems that may prevent the page from indexing or ranking. It can be slow loading, broken links, wrong canonical tags, noindex issues, or a poorly designed mobile layout. Even strong content can fail if the page is technically weak. Fixing these issues builds a stronger foundation.

6. Match the page more closely with user expectations

Sometimes a page does not rank because it is not giving users what they expect. If users look for steps, give them steps. If they expect lists, give them lists. Study the top pages already ranking for the topic and understand what format works best. Align your page accordingly without copying.

7. Add supporting content where needed

Some pages become much more valuable when you add supporting elements like visuals, tables, diagrams, important notes, examples, or short case explanations. These additions make the content feel complete and easier to understand, helping the page stand out compared to basic competitors.

8. Rewrite headings and meta signals for clarity

Search engines identify the purpose of a page through headings, titles, and structure. Rewrite your H1 and subheadings so they reflect the topic clearly. Update meta titles and descriptions to be more specific and aligned with the content. Clearer signals lead to better visibility.

How do you prevent this problem when you create new pages?

Fixing your existing pages is only half the work. The real improvement happens when every new page you publish is strong, clear, and easy for search engines to understand. When you follow a simple system while creating new pages, you avoid duplication, avoid confusion, and avoid the same ranking problems repeating again. This keeps your entire website healthy as it grows.

Here are the steps you should follow every time you create a new page:

1. Start with the search demand before writing anything

Before you create a page, check if the topic is something people are actually searching for. If the topic has no demand, the page will not rank, no matter how well it is written. Knowing what people search for helps you shape the page correctly and prevents you from publishing content that will never perform.

2. Give every page one clear main keyword and purpose

Every page needs one primary topic. This helps both you and the search engine understand what the page is supposed to rank for. When you pick one strong keyword and build the content around it, the page becomes sharper, more focused, and easier to rank.

3. Plan internal links before you hit publish

New pages must connect to older pages. If a page launches quietly with no links pointing to it, search engines treat it as low importance. Before publishing, decide where this page should be linked from and where this page should link out to. This small step increases visibility right from day one.

4. Keep similar topics together as content clusters

When you publish new pages that relate to a main theme, group them inside that topic cluster. This kind of organization helps search engines understand your subject expertise. It also prevents you from creating ten scattered pages that compete with each other later.

5. Follow a simple on-page checklist every time

A consistent page structure makes your content easier to scan and rank. Check that your new page has a clear title, relevant headings, readable paragraphs, a descriptive meta title, a useful meta description, and a clean URL. Even small improvements in structure help your page gain visibility faster.

6. Review older pages whenever you add a new one

Each time you add a new page, check if an older page already covers something similar. If yes, update the old one instead of creating a duplicate. This habit prevents content overlap, reduces cannibalisation, and keeps your website clean as you grow.

A website grows into something powerful only when each new page is created with intention and every important page is maintained with clarity. When you make these improvements step by step, your pages become easier to understand, easier to index, and easier to trust. Over time, your visibility grows naturally and your website becomes stronger, clearer, and more valuable for both users and search engines.