5 Reasons Your SEO Strategy is Not Working

5 Reasons Your SEO Strategy is Not Working

5 Reasons Your SEO is Not Working

seo strategy

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.

Getting Your Keyword Match Types Bang On!

Getting Your Keyword Match Types Bang On!

keyword match typeGetting Your Keyword Match Types Bang On!

On a recent blog post Deadly Mistakes Made When Conducting SEO keyword research, there was a comment mentioning the differences in keyword match types. This is a valid point and is something that many people fall foul of, so it only seemed right, fair and honourable to discuss in greater depth what Google Match Types are, how they can have a negative impact on your SEO campaign or, if selected correctly, can greatly increase the return on your pay per click marketing investment.

What are Google Adwords Match Types?

When doing your keyword research, Google Adwords not only allows you to choose the keywords that you wish to rank for in search, but also gives you tools to help you understand how general or how targeted you need to be.

These tools are called keyword matching options. There are four different types of keyword matching options that will allow you to focus your keywords better and thus return greater results for your Google Pay Per Click campaign

Broad Match keyword targeting

This is the default option when you select a keyword you are targeting. The broad match means that whenever a search is made that contains all of your specific keywords, in no particular order, your advert will be shown.

Let’s go with the keyword term Hand Made Jewellery.

Now, if someone were to type in to Google

“dolls jewellery”

“second hand jewellery”

“Jewellers”

Your advert would be shown for all of those searches. Now you might feel that the people who see the ad will be relevant and they may be, but the chances are that the people who may click on the ad have no commercial intent what so ever and therefore will not purchase anything from you and cost you money.

“Phrase Match” Keyword Targeting

This option means that your ad will only be shown if your keywords are searched for in the order you have written them. Your ad will still appear if other keywords are present in the query but only if they are in the correct order. Phrase match narrows your reach by preventing your ad from showing on irrelevant variations of your keyword.

Ad will appear for the query:
used hand made Jewellery
buy hand made Jewellery
antique hand made jewellery

Handmade jewlerry

Ad won’t appear for the query:
Jewellery made by hand in China
hand Jewellery made for babies

Dog Jewellery made by Hand

[Exact Match] Keyword Targeting

This option means that your ad will only appear when your exact search phrase is show with no words, before, after or in between.

Ad will appear for the query:
Hand made jewellery

Ad won’t appear for the query:
Jewellery made by hand in China
hand Jewellery made for babies

Dog Jewellery made by Hand

Used handmade Jewellery
buy hand made Jewellery
antique hand made jewellery

Adding exact match to your keywords can severely limit the reach your advertising gets however on the positive side if you have a keyword that is proven to convert after testing; then exact match keywords can be highly profitable.

-Negative match Keyword Targeting

This option is used when there are specific keywords that you do not want your ad to appear for. Most businesses use the word “-free” as negative keyword to minimize the number of customers looking for free products and again costing them money by clicking on the adverts.

Embedded match Keyword Targeting

Is probably the least known and most underused match type on Adwords. The function allows you to prevent your ad from appearing in relation to certain phrase or exact matches.

For example, let’s say your business sells Amazon kindle accessories but not the Amazon Kindle itself you could use the embedded match option of a negative keyword and exact match on -[Amazon Kindle]. This way, the advertiser’s ads appear for Amazon Kindle Jackets and Amazon Kindle Keyboard, but not for the exact match Amazon Kindle.

The correct usage of these keyword match types can help you reduce your unwanted and unprofitable clicks, which will help to increase your return on investment from your pay per click campaign.

How to Do Keyword Research – The Method Behind the Madness

How to Do Keyword Research – The Method Behind the Madness

How to Do Keyword Research – The Method Behind the Madness

how to do keyword researchKeywords are essential to the success of your business online. Without targeted keyword research, people won’t find you because the search engines won’t list you in the relevant position. Therefore, if you want your business to succeed, you must identify and use the most relevant keywords possible.

If you do not get this part of the search engine optimisation process right then everything else you do online will be in vain. Target the right keywords and your website will be a success; target the wrong keywords and you will miss out on the valuable traffic you are trying to canvas.

Keywords are very important to your website because without them your website theme will not be focused and as a result it is more likely that you will not rank well in Google.

Keywords should be identified and incorporated throughout the whole design of your website so that you can ensure it is focused on targeting the ones you have chosen. This will not only ensure that your content stays on track and is more relevant to your searchers but also Google can see how relevant your website is. This will greatly increase your chances of getting higher positions in the search engines that will generate real results in the form of traffic, leads and sales.

Google can only recognise your site as being relevant to your desired keywords if you have them used in your website and in the links you have pointing to your website. This may sound very simple but many websites seem to miss out the keywords they are trying to target.

How to do Keyword Research

The following are simple steps that you can incorporate into your keyword research strategy:

Think from your customers’ viewpoint:

Keywords are the words or phrases that people type into search engines (mainly Google) when they are looking for products and services online. Generally people type in their problems, as they are searching for solutions and they may not know what that solution would be, so it is important to think from the perspective of the customer when choosing your keyword phrases.

For example you might own a chiropractor’s business, so a search term that a potential client would type into Google could be “lower back pain remedies”. Your keywords provide the backbone to your inbound marketing strategy as a way of guiding ideal customers to find your website.

Go to the source:

Google provides a free search tool called Google Keyword tool.  By entering a word or phrase that you think your target audience will be looking for, Google will provide information as to whether people are actually searching on that term and also alternative suggestions that may better suit your audience or in fact your commercial interests.
Spy on the competition: Most keyword search tools return a set of keywords that are associated with a URL. This can be handy as you can input your competitors’ URLs to find out what keywords they are targeting and perhaps include or look for variations of those keywords to add to your own keyword list. This is an easy way to check if you have missed any important keywords.

Localise your search terms:

If your business is a small local business that relies on footfall and sales at your physical store then you may want to consider including the location of your business in your keywords. Google reported that nearly 40% of searches had a location element in them. Switch on your local marketplace by dominating the search engines with highly targeted and localised search terms.

Focus your keyword list:

Targeting too many keywords or phrases is a sure fire way to get poor results. If resources are tight, select a handful of keywords and focus your energies and inbound marketing strategies on these only.  Your choices should be only the keywords that are extremely relevant to your business, ones that have a search volume and are specifically suited to your conversion goals.

Develop a strategy to rank your keywords:

Once you have your established list of keywords, you can create your SEO strategy around those terms. You need to watch the terms over time by monitoring the patterns of the rankings and by gauging exactly which type of traffic you are receiving as a result of those terms and more importantly of that traffic what percentage is converting.

Search engine optimisation requires a lot of effort up front, however more and more people are turning to organic search results to find the solutions to their problems meaning the results will be long term.

Knowing how to do keyword research correctly is critical to the success of your business’s success when it comes to your SEO strategy. The keywords will make all the difference. If you do it correctly then this will positively affect your website traffic and your brand awareness will increase exponentially.