When you engage with an agency for SEO it should be treated as a symbiotic relationship. In that the agency is dependent on the recommendations, site updates, content updates, etc. to be implemented to ensure the success of the program. We still encounter clients who expect the results; however, are unable or are unwilling to make the necessary changes to positively impact the SERP listings thus increasing search engine traffic to their sites.
Many of these sites are still in need of fundamental SEO elements. These might include, keyword rich page content, properly structured meta data, a well structured site map, proper use of anchor text in link, proper linking structure, etc. Without these fundamentals it is unrealistic to think a site will rank well organically.
Below are a few headline topics which impede a company from creating a successful search engine optimization program:
1. Inability and/or unwillingness to implement suggested site updates.
The research and data provided from an agency is valuable only if the data is used to make adjustments and changes to the site. This research and data includes competitive keyword considerations, industry keyword research, specific site recommendations for architecture updates, use of anchor text, proper meta data, etc. Without making the changes the research data is just that research and data. It would be like a person hiring a trainer to train for a marathon. Instead of performing the steps the trainer has outlined, the person does only a portion or none of the trainer’s regimen. This is not only a waste of money and time but the person will not have a chance of meeting his success goal in the race.
2. Improper Site Architecture.
Typically, there is something in every site’s architecture that can be improved. And unfortunately we don’t always have the convenience of matching up our services at the time when a client is performing a site redesign. Simply changing navigation to be text based, adding a Google Site Map, properly aligning cross-linking within the site, balance use of flash, images and content, properly formatted page code with proper use CSS are all relatively easy ways to ensure the search engines are reading and navigating your site in the correct and most efficient manner.
3. Linking: Inbound links and internal linking structure.
Reaching out to other prominent business partners in your industry to request a link seems like a simple task; however, you’ll be surprised how many clients can’t find the time. It’s important to utilize those existing business relationships to your benefit. Otherwise, site owners must build content or create a reason for other sites to link to them. There are many opportunities to grow links organically. These may include: press release submissions, white papers creation, how to guides creation, industry articles, tools/widgets, games, etc. or anything that might be useful, fun or interesting to the audience in your category. Internal linking is also important and often overlooked. A solid, searchable navigation along with a site map allow the engines to crawl all of the relevant content of your site. The appropriate use of anchor text in the linking of site pages should be followed as well.
4. Keyword Selection and Targets.
Finding the correct keyword targets is an important, if not the most important, part of the any SEO campaign. It the basis for creating content, building links, targeting traffic partners, etc. It is imperative to do your due diligence to craft a keyword list that best fits the needs of your site and category. There are many free tools available on the web which provides insight into potential keywords. The proper use of these tools to build the correct target list is a must. There are gaps in every tool, so we like to use multiple tools, those free tools, as well as, subscription based tools like Hitwise and comScore. The use of all of these tools, in the correct manner will ensure that you come up with the correct target list for your program.
5. Unrealistic Goals.
Just because another website ranks for a competitive keyword or phrase doesn’t mean your website deserves to be right up there with them. The other website may have better fundamentals – site age, number of pages, amount of content, inbound links, etc. Sites have to understand what their current SEO situation is and be prepared to move based on their particular situation. A new site shouldn’t set a goal to make fist page of Google for a highly competitive, generic keyword in the first few months of their program. A more fitting goal might be to increase the traffic from search engines from 10% to 12% when compared to the sites overall visits. If this goal is met, search traffic will have increased 20%. It’s hard enough for some companies to get the appropriate budget and resources for SEO and it’s impossible to keep the budget if unrealistic goals and metrics are established for the program.
6. No tracking methodology or technology.
This is a big one. To understand what’s happening on your site there must be proper tracking. Analytic tools provide the necessary learning to improve your site usability, help create stronger marketing programs, help you track marketing program ROI, etc. This needs to be in place to validate your SEO budget. Beware: as with any product you get what you pay for. If you’re using a free solution, then you aren’t going to have the most robust, detail driven tool. Don’t be afraid to invest some money in a solid system, it will pay for itself as your learning’s impact site efficiency and you convert more clients.
What’s your Perspective?