Decrease in SERP rankings. Bad strategy?

Hey all.

In the past 7 or so days, I've slowly dropped from top ranks slowly down to bottom of the first page, or top of the second page. Not sure why. I haven't done anything too drastic to the site.

The one thing I think I've made a mistake on is that its a Shopify store and I've been building backlinks to the home page instead of to the internal pages. All of the competition has the top keyword pointed to their inner pages.

I recently changed some of the SEO titles, update the site, and decreased the loading time 2 months ago, which I don't think would decrease my ratings now.

Is there anything I can do on my end? What should be my strategy for my top keyword? Should I keep adding content to the blog? Update content? Any ideas are welcome!

I would say, do what the competition does and build some innerpage backlinks. This way you can rank back up.

Sometimes changing the title can affect this. You have to be careful with that. Updating content is a good idea, but updating carefully. Do not change the whole text, but slightly modify and add fresh information to the same page. Add unique content, even better with unique pictures.

Maybe you just got outranked.

It is 100% impossible to say, if you have done anything wrong. It could be a normal switch up in the serps, it could be google trying to make sense of your changes. Could be, like @Myst3ry said, that your competition just outranked you. Keep doing what you believe is good and hope that things will turn out fine for you. There is one thing that i did notice as of late and that is, direct link building sometimes drops a term without it making a recovery. Might be fine tuned overoptimization penalties within your niche. Try building links to other targets and hope that new juice bounces your other terms back up, indirectly.