Search Engine Optimization is a great marketing channel, arguably the best of all digital marketing channels. According to a study from Bright Edge organic search drives 51% of traffic to websites. From my personal experience, working on dozens of SEO projects, this is often the case. Good organic search engine visibility can have an amazing effects on your business. However it is not all roses, at least not always. While SEO is great, it is only great when it works. Unfortunately, some campaigns don’t work as well as they should be or even don’t work at all. Below I will give you a list of some of the mistakes and reason which in my opinion are the reason for that.
Lack of expertise
This is by far the most common reason why some SEO campaigns fail. A lot of people simple don’t know what they are doing.
Search Engine Optimization is constantly changing and you have to keep learning and always trying to get better at it. Here are some tips to help you with that.
Using outdated SEO Techniques
As I have already mentioned, SEO is changing very fast. Even if you are doing well are are up to date with the latest industry trends and developments doesn’t mean you can stop learning.
Using outdated SEO techniques can be as bad as doing SEO with little or no knowledge.
Lack of clear goals and KPIs
You will not be able to reach your destination if you have no idea where are you going. Same applies to SEO campaigns. First you have to clearly define your goals and KPIs. Then you need to measure your progress. Without doing so, achieving and showing success to your clients will be very difficult.
Setting unrealistic goals for your SEO campaigns will often result in failures and frustrated clients. SEO companies and consultants can often promise too much and then struggle to deliver on these promises. Proper SEO takes time and resources.
Things like page one rankings in short time cannot be guaranteed.
Search Engine Optimization has evolved a lot since it’s early days. SEO in 2016 is a complex process which requires a lot of expertise, time and resources. These of course come at a price.
I often see SEO consultants working on unrealistic budgets and failing to deliver results. Make sure to do a proper competitive market research to see how strong are your competitors, what type how much content are they producing, how many links they are building, how difficult are your keywords and base your budget requirements on that. You will struggle to to dominate a niche if your competitors have a much bigger budgets for their campaigns.
Giving up too quickly
Search Engine Optimization is a continuous, long term process. Quick wins are rare. For a vast majority of SEO campaigns you will need a reasonable time to achieve your goals. You are unlikely to rank 1000’s of keywords on page one for your eCommerce client in 2 months. This comes back to some of the points above, in particular, setting your goals and having adequate budgets.
I hope you have found these tips useful and that you will take them into consideration when starting your next SEO project. Hopefully it will be a great success.