Most of the SEO strategies we see being implemented today tend to lose sight of their objects and end up crumbling primarily because they are aligned with unfeasible expectations, budget constraints, and several strategic ambiguities. Furthermore, decisions made on assumptions or a misinterpretation of a client’s needs also lead to the death of many SEO campaigns.
A Deeper Look Into Why Most SEO Campaigns Fail To Deliver Results?
In recent years, the issue of SEO agencies and professionals failing to deliver has become a reality for many businesses across the globe. This can be partly attributed to the growing relevance of search engines, which has created the need for effective SEO strategies to make websites more visible and user-friendly. Another element is that some of these agencies and professionals fail to deliver because they don’t cover some of the basics associated with effective SEO campaigns like loading time, Meta data, keyword research, and content creation. All these factors greatly contribute to the failure of SEO campaigns.
With that said, the following are some of the other major issues plaguing the SEO firms today:
Optimizing A Campaign For The Wrong Keywords
Most campaigns do not take off as they should because some SEO agencies and professionals optimize them using the wrong keywords. Any campaign has to involve a lot of keyword research for it to offer viable results. This research needs to be done hand in hand with the client to ensure the results will benefit your client’s bottom line.
It should go without saying that website content is not simply an element to be typed and passed over. Any content placed on a website needs to deliver value and draw in customers. Typing up pieces that only appeal to search engines is merely a waste of time and resources. Most site visitors are often looking for answers from business owners about their products and services. Failure to answer these questions on your site can result in a lack of conversions. Nonetheless, some SEO firms and professionals fail to create quality content that is capable of answering questions and addressing customers’ issues.
Keep in mind, every website is created to offer a set of precise and value-added information to visitors. In a field where there are millions of sites competing to get an edge, content has now become more important than ever.
In addition, search engines have started evaluating and scrutinizing web pages on the basis of content relevancy. As a result, their algorithms can now analyze a page based on its capability to resolve a particular problem. In case a page cannot accomplish such objectives, it is deemed useless. Such a situation will usually hurt a site’s rankings on major search engines.
Kicking Off Things With Unrealistic Goals
Any smart person will tell you that success is a time-taking process. It is nearly impossible to attain any instant results. Therefore, it is crucial for SEO professionals to kick off any campaign with realistic aspirations. For instance, if you own an e-commerce portal consisting of more than a hundred products, trying to attain top rankings for all them will be very daunting. In such a situation, the best thing is usually to optimize your portal for one product or service. Once you successfully attain good rankings for that product, then you can move on to the next one. Some SEO firms and professionals are, at times, poor at utilizing such practices.
Failure To Set A Time-Frame And Budget
Some SEO firms and professionals often fail because they don’t kick-off their campaign by setting a budget and time-frame. You have to remember that a huge number of business owners want instant results without necessarily understanding the budgetary needs associated with a SEO campaign. In the case where one is operating in a relatively competitive industry, they will have to invest huge sums and work with an extended time-frame for the campaign to see any kind of success. Some agencies rush through things and don’t conduct the necessary tests or make the appropriate adjustments needed for a viable long-term SEO campaign.
Targeting The Wrong Audience
Targeting the wrong audience often leads to a traffic influx that doesn’t serve site owners. Usually, if the bounce rate for organic traffic on your site is high, it will suggest that users are searching for items or answers that are not consistent with what is on your portal. Such a problem can be handled with Google analytics. It will help sort out the bounce rate for organic visitors and those of others such as direct and referral visits. If it happens to be more than normal, it’s usually an indicator that there could be a larger issue with your address. This is also another element that some SEO professionals fail to account for.
Today, most SEO firms and professionals measure a campaign’s success with the conversion they achieve via the website. However, a professional website also needs to engage visitors on their arrival as it is crucial to the success of the campaign. A dull or poorly designed website can discredit the brand, and potentially lower engagement and conversions.
It is also important to keep in mind that promoting a website using SEO strategies is just one part of the equation for a successful SEO campaign. Some webmasters do not fully appreciate this fact and often believe the notion that user experience is of no consequence if a website enjoys good rankings on search engines. However, Google made this concept even clearer with a Panda update stating that websites offering poor website experiences will be subject to penalties in terms of rankings. As a result, it is always good to test your user interface by taking reviews to get a clear understanding of what users want.
Failure To Effectively Utilize Social Media
Today, in addition to Google, almost every other major search engine has changed its algorithm to include social media channels. One of the reasons for this is that they have managed to gradually become a symbol of trust.
This means that SEO firms and professionals today have to create not only engaging and informative content, but they must also place them in a way that users and readers can share it using social sharing buttons.
To Sum Up
One of the major mistakes that most business owners make when trying to kick off a SEO campaign is that they hire an inexperienced agency or professional. As a result, when hiring a SEO company, it is essential that you have a perfect contingency plan in place in case they fail to deliver results.