SEO stands for “search engine optimization.” In simple terms, it means the process of improving your site to increase its visibility for relevant searches. The better visibility your pages have in search results, the more likely you are to garner attention and attract prospective and existing customers to your business. Search engines such as Google and Bing use bots to crawl pages on the web, going from site to site, collecting information about those pages and putting them in an index. Next, algorithms analyze pages in the index, taking into account hundreds of ranking factors or signals, to determine the order pages should appear in the search results for a given query.
There are many reasons why a SEO strategy fails to deliver. In this article I ponder over 10 primary reasons why your SEO strategy could miss its mark.
1. No Long Term Perspective
Most SEO action plans are defined for a limited period of time like 6 months to a year. Many clients feel post that period there will be no SEO needed, or at max, some maintenance to keep up the rankings. It’s this short term thinking that gets website owners caught up in a wrong SEO tactics with little results. The right SEO strategy needs to create “value” throughout the life time of your online business.
Is your SEO plan the right strategy?
2. Shooting in the DarK
Most SEO experts don’t have a proper strategy in place to secure your rankings. What’s amazing is that the client feels SEO is not something they will understand, and don’t feel they need too. This means your SEO tactics could be shooting darts in the dark hoping to hit the bull’s eye.
Are you aware of the SEO strategies being used on your website and do you understand them?
3. Lack Of Alignment
Most SEO action plans are not consistent, lack participation and deep perspective into search engines. Many SEO experts build random links (from relevant sites) to your website which eventually does push the rankings, sometimes temporarily. But if you want to build a strong link reputation and earn lifetime traffic, then proper alignment is a must.
Is your SEO plan in alignment with the new link variables – consistency, relevancy, diversity, progression, participation and age of links?
4. Playing Follow The Leader
Most SEO action plans play follow the leader i.e. your competitors. Most clients worry too much about the competitors (and their rankings) and lesser about the “value” they are creating. A SEO tactic that focuses on chasing competitors is like a dog trying to catch its own tail.
It’s always seems close, but yet the dog can never catch it. Is your SEO plan chasing its own tail?
5. Wrong Expectations
Most SEO action plans make high claims and ranking guarantees. Most clients buy into this. The clients who buy into quick or cheap SEO schemes need to understand the expectations and deliverables properly. If you do not understand your SEO tactic, how it works and why it works, then good luck for the same.
If you do not understand your SEO tactic, how it works and why it works, then good luck for the same. Is your SEO strategy based on wrong expectations on either side?
6. Chasing A Dream
Most SEO action plans present the dream of tons of traffic that will come to your website. Yes, there is business that will come, but the reality is getting business online is not always easy. It involves creating value, building a brand, communicating that brand, making the brand visible, understanding your target markets and your customer, and a long term vision; And this takes time. Is your SEO plan chasing a dream, or is it grounded in reality following real world business principles?
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