Paris Creative (pariscreative.com) as my DJ business has existed since late 2012 and with that I have seen a roller coaster of ups and downs on organic SERP. It seems over the past 6 months the dust has settled some with their latest round of updates to see some of my most basic but critical keyword searches take a hit. So I am trying to peel back the layers to see why my site has been slipping and see if I can remedy things.
As a preface about mid-2013 I decided to incorporate content that is not wedding specific but I am it towards wedding DJs and other mobile DJs in hopes that the added traction of more substantial content would "raise my stock" at Google. But it seems this has only helped me in some long-tail keyword positioning. And yes I realize that Google is taking a more local position on a lot of things, but even that has changed over time.
The big one "wedding DJ"
About 18 months ago wedding DJ changed over to presenting a map and/or cards depending on specific area. Searching in my hometown I do get top placement but really it seems because I am the only real DJ in my zip code. They display a map/1 title/detail card on the side. But my organic placement is typically between 8-10. Not so hot and I am not sure why. My address is prevalent on my page's footer.
Another big one "hudson valley wedding DJ"
At one point I floated between 1-3, then 7-9, now it's 10-18. So Google's algo has placed less value on my site than others.
From there I get some ok traction on some long tail keywords. "wedding DJ prices" floats between 9-15 and "what does a wedding DJ do" has been a solid #2 for a long time now.
But I still can't figure out if some of the content on my site is harming me. Some of the "for DJs only" articles are pretty large. Checking my top 10 page hits over 2 years:
What Does A Wedding DJ Do: 8.3k
Soundcraft Technical Article (For DJs Only): 4.1k
Serato vs iTunes Music Management (For DJs Only): 2.2k
How I love Serato for Music Management (For DJs Only): 2.1k
Wedding DJ Pricing: 1.7k
Organizing Music (For DJs Only): 1.1k
Vinyl Shootout (For DJs Only): 0.9k
I know of other peers in my market here and they do not have articles that come close to any of these numbers and some have existed for many more years than I. So I am just left scratching my head on what else can be done, if anything. PPC is quite costly for my market and I try to avoid that as much as I can. I spend less PPC for the food chemical distribution company I work for in the daytime than I do for my 50k/yr DJ business.