Search engine optimization is an intricate process that often yields very little results. With thousands of businesses scrambling for an SEO strategy that works, a well-founded approach to SEO should start with an understanding of why SEO sometimes fails. The following are 10 common reasons for SEO failure:
1) Targeting bloated markets
Some SEO companies make wild claims that they can get you to the top of any market for your chosen keywords, regardless of what those are. Generally, these companies should be avoided. Large verticals have fierce competition and are usually already so well-established that it would be near impossible to rank for the same keywords as well-established players. Instead, find or create a niche market and target keywords that searchers will use to find those niche products or services. Success often depends upon specialization.
2) Failure to monitor keyword trends
Current events, shifts in public attitude, political change and market trends will all affect what people are searching for on a given day. Businesses that expect to maintain the same SEO strategy indefinitely will be in for an unpleasant surprise when analytics show their former rankings slipping or vanishing altogether. In the same way that a doctor needs to continually stay abreast of new developments in medical technology, an SEO campaign must be continually monitored and adapted to current search trends.
3) Website changes that do not incorporate SEO strategy
One of the best SEO tips that a content provider or search marketing consultant can give their clients is to always include search engine optimization efforts when updating their websites. Often, clients will make changes to their website after an SEO campaign is in place, but neglect to use the SEO strategies in the new changes. This can result in a dramatic decrease in website traffic and page ranking.
4) Keyword stuffing
Poor quality content that is over-stuffed with keywords will not only turn away consumers, it will also turn away the search engines and possibly get your site banned. Keyword densities should never exceed 3-4% of your total content. If it does, it may look like you’re stuffing your site with more keywords than useful information.
5) SEO consultant that does not know client’s business
If your SEO consultant doesn’t know your business, they can’t possibly understand what keywords to drive, who your competition is, what markets you cater to, and a lot more information that is essential to an effective SEO strategy. For this reason, it may be up to you to clearly define what you do and why, and who you do it for. Unless you ‘re a brand new start-up in a field you know nothing about, chances are great that you know your business far better than your SEO consultant, so consultant education should be a part of your plan.
6) Link spamming
Too many links of poor quality in a short period of time is considered link spamming and can dramatically decrease your page rank and even get you banned from the search engines. This sometimes happens when over-enthusiastic website owners or developers launch a seemingly ambitious link building campaign, or when black hat techniques are being used. Allow link building to occur as a natural part of web development, and perhaps give it nudges of encouragement here and there with some effective social media marketing.
7) Lack of client involvement
Clients that think they can simply hand all of their SEO efforts over to a consultant will quickly find that this almost never works. Clients MUST be actively involved in their own SEO strategy. There are many different variables and a great deal of unique paths you can take to achieve high search rankings, and no SEO consultant can do them all. This means that you will have to be involved in order to exceed- especially when it comes to SEM or SMM.
8) SEO can’t save a doomed business
If your business is failing, can’t pay its bills, can’t maintain product or sufficient stock, or is unable to provide services and products as advertised because of impending bankruptcy or other issues, then no amount of search engine optimization is going to help. Concentrate your efforts elsewhere.
9) Online reputation management problems
Today’s consumers are aware of how powerful a tool the web can be when they have an issue with a business. Consumers are able to create and post reviews in public places in a matter of minutes, and if they’re unhappy with your company, you can be certain that others are going to hear about it via the web. Even if you have an excellent SEO program in place, your business may suddenly find itself at the very top of the search page- but for bad reviews and complaints. If your business has more links for negative reviews and reports than for its SEO campaign links, the search engines will give those links priority- and rightly so.
10) No clearly defined goals
Most SEO strategies fail simply because clear goals are not established between the website owner and the SEO consultant. Timelines need to be agreed upon early on- for example, to rank within the first two pages for a certain keyword within a certain period of time, or build a certain amount of links within so many months. Without highly defined goals that are detailed in writing between client and provider, an SEO campaign is doomed to failure because it has no direction to begin with.
SEO will never fail. There are millions and millions of websites in the internet media. Google algorithm techniques are getting better every day which is more than a human brain can think. When SEO fails, there would be no internet or internet with confused people and collapsed data.
So, Google search engine optimization is the open door to the internet world.