5 Reasons Your SEO is Not Working
Having an online presence these days is absolutely essential for any business. Just commissioning a website is not enough. You need to discover and implement methods of getting targeted users to know about and interact with the website in order to generate a return on investment.
A perfect online marketing plan may suddenly grind to a halt and stop producing results overnight. This is not a time to panic, it is instead a time to take a step back and analyse what is going wrong and then put it right so that once again your website is the lead generating behemoth it can be.
Here are some things that you need to check:
1. How Good Is The Website?
Before making any radical changes to your website, take some time to assess where you are. What level of traffic you are receiving? How many times is your website being served? How many times are people clicking on your website? How long are people staying on your website? What parts of your website do they visit? What do they click on in your website? And of course, what is your conversion rate?
Each question can be assessed separately and then changes made accordingly. For example, if people are landing on your website but leaving quickly, or bouncing, then this is due to the fact that the content that the find when they land on the page is either not relevant to what they were searching for or simply is not of a good enough quality to keep them on your site.
There is a lot of competition on the internet so make sure your website goes over and above the rest by providing excellent content that is compelling, educational and informative. If you can do this then you stand a great chance of converting your visitors into leads for your business.
2. Targeting the Wrong Keywords
Just because you are in the insurance industry you don’t have to target the keyword “insurance”. Why? Because the likelihood of you getting traction for the keyword insurance without an army of skilled SEO practitioners and a lot of money, is extremely slim.
Drill down into the services you offer to the nth degree to see how they benefit the user and try to think how the user would search for your products. Send out a questionnaire to your existing user base and ask them how they would search for your products and services online. Check those keywords and phrases to see if they generate traffic and consider building your site around these phrases, or phrases that are more niche.
Be careful not to go too niche and target a keyword phrase with little or no traffic as this can mean although the users may be super specific, the return is poor.
A good way to test the commerciality of your keywords before optimising your website is to run a Pay per click campaign to assess the keywords over a period of time.
3. Building Weak Links
If your content is good enough and you market that content incredibly well, then there is an argument to say that you don’t need to build any links at all. The good work that you do in increasing the awareness of your site through marketing will mean that you will generate enough natural high quality links referring back to your website, over time leading to a boost in rankings for your chosen keyword phrases.
One link from a high quality, niche related site can do far more good for your website than 100 weak, non contextual links. Focus on the quality of your links not the quantity.
Google is very quick to punish sites that are “over optimised” so make sure that you use a variety of related terms as your anchor text pointing back to your site.
4. Not being social
Social Media is a very important part of any search engine optimisation campaign. If an article is very good than the natural progression for that piece of content is that people will read it, it will provoke an emotional response from the reader and they in turn will share this with their friends over social media. A piece of content that gets shared over and over again will get noticed by the search engines as something that people are enjoying and that is relevant to the indexed terms. As a result, Google will start offering this piece of content to other people as they know it is good.
Be active on social media, interact with other users, and share other peoples’ content. Then when you have something of your own to share, ask people to Retweet or share with their friends to help the process along.
5. Lack of Consistency
Sport icons, pop stars and business people get to the top through consistency: through being better, working harder and providing more than the competition. Getting your website recognised as best in class is no different. You have to consistently provide a great service to those people who visit your website while at the same time giving the search engines a little reminder that you are there through fresh content and relevant citations.
One of the biggest problems with any SEO campaign is the fact that once a website reaches the top of the search engines then webmasters and businesses switch off and think the job is done. It is not! In fact it couldn’t be further from the truth. When you reach the top everyone is looking to beat you and to take your position from you. The only way to maintain that level of success in the search engines is to continue diligently to make your website stand out above the rest.
We live in an increasingly connected world where consumers want the best information, the best service and the best products at their fingertips. Nobody has the time to go trawling through page after page of search results to find what they are looking for and that is why if you want to get a return from your online investment you need to take your SEO strategy seriously.
As with any plan you need to research, design, implement and test consistently to see positive results today and stay wired to the connected consumer in the future.