Reasons why SEO can fail

Now is this ever a bag of worms! But read on, perhaps taking the subject of search engine optimisation “failure” may help get some prospective on what to avoid.

Anyone who truly knows the search engine optimisation terrain will agree that, correctly done, SEO is a very, very detailed process needing patience and tenacity, after all it’s not too difficult to get a site listed well in the top 100 SERPS. Avoiding some of the most obvious pitfalls and errors that others have fallen prey to, might just help your success:

Targeting extremely competitive sectors

There are some intensely competitive sectors that a small business (or perhaps I should say a business with a small budget) will simply never get a sustainable listing in. Conservatory blinds for some reason is such a sector as is any number of more generic terms and there are some big companies who are frustrated with their lack of sustainable listings. Learning from these challenges, there is great mileage in promoting your business under niche or less competitive terms.

Monitoring keywords and trends

Fact is that many companies and a deal of SEO companies fail to follow business trends as well as keyword and political trends. An SEO strategy is essential and review of that strategy equally important as the words people use to search for a given product or service do change over time and failure to keep abreast of those changes will be akin to (and I apologise for this being trite) planning to fail!

Website updates that are not optimised before publication

I have to say that I have read others make this same point, but often businesses will fail to realise that once their website is search engine optimised, it is essential to maintain that optimisation. For this reason any new content, new realise or expansion must also be optimised before publication.

The overzealous practice of keyword stuffing

Of course the challenge here is firstly “what is keyword stuffing?” Keyword stuffing is the practice of including your key terms in website content many, many times in the forlorn hope that search engines will thus favour it. In practice though people have seen their websites (at the very least) perform badly because of such a practice and in worse cases banned. A really good rule though is to get someone else to read your content and if it doesn’t read well or as though it is a genuinely well written piece of information about your company or its business offer – beware!

Time to explain to your SEO consultant

Unless as part of your strategy you have sought to appoint an SEO company that is familiar with your sector, expect to set aside time to explain what you do to them. Expect to explain how you make a profit, what items or services you sell or provide that generate the greatest margins. Expect also to discuss who your competitors are, as well as your market and potential clients. A word of caution on that point though… the author always feels one should set out to better the competition so don’t fall into the trap of copying your competitors – their website promotion might not be working for them!

And now to linking!

Many companies have made the mistake of thinking they need links, just links and any kind of link, but there is no other or more succinct way of putting it – Too many poor quality links gained in a short space of time will stand you a substantial chance of getting your website penalised or banned rather than improving your rank.

Linking is a critical aspect of search engine promotion, but a very great deal of care needs to be taken and if more than one party is working on your linking, it’s critical that all parties know what the other is doing. It would be better to spend a month researching and getting one high value link than half an hour getting 10,000 irrelevant links from some spurious supplier – trust us this is the best piece of advice you will read any ware on search engine promotion.

If your business is in trouble for whatever reason, search engine optimisation isn’t going to save it. By comparison SEO will be slow compared with other things you may turn your attention to and just perhaps you would be better getting a grip with what’s going wrong and come back to SEO when things are stable.

You need to do your bit

We have heard many stories of companies who appoint an SEO specialist and sit back waiting for the results – regrettably not a good approach. Please expect to continue your involvement, expect to create content and have regular meetings and at the risk of being trite (again) promotion of your website by an outsider is certainly the most common solution, but it’s teamwork and your SEO company will need your support.

It’s not a panacea for a failing business

If your business is in trouble for whatever reason, search engine optimisation isn’t going to save it. By comparison SEO will be slow compared with other things you may turn your attention to and just perhaps you would be better getting a grip with what’s going wrong and come back to SEO when things are stable.

Good company – bad company

Whilst the World Wide Web is comparatively new, the concept of reputation management and adverse reviews on sites like Trip Advisor or Google places, is an even more recent phenomena. Such reviews lets face it can be helpful, the challenge is that some are fabricated or posted by disingenuous users. The great temptation therein, though is to get upset about such comments and tackle the publisher or author of same – big mistake! Our advice would be to just press on and address genuine complaints or comments in a positive manor. Address them openly – “I’m Fred, director of Bloggs holidays, we are addressing the points you raise in your review etc…” This positive interaction can only be seen as professional whereas attacking the author or trying to take legal action will more often than not backfire and in any event… you would most likely want to address any reasonable issue your customers were dissatisfied with.

And now give me your time

Ok, “timeline”. Many SEO projects fail in the eye of the Client because there was a failure to discuss and agree realistic timelines in the first place. SEO optimisation is time consuming and not only needs ongoing effort and input more than ever before, but needs patience to see results which sure as heck won’t happen overnight. Without clearly defined targets and objectives agreed between a client and SEO company the whole campaign is destined to fail as there will have been no direction in the first instance.

avatar Name: alan
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