We have seen in previous blogs why effective SEO matters when it comes to ranking.SEO not only gives organic visibility to your online presence but also increase your sales.
To maintain this ranking is quite a tedious task but not an impossible one.
Here in this blog, we will discuss how and why SEO fails. The common mistakes are done by the SEO executives which affect the ranking of the site.
SEO is an overall effort that needs to be taken care of in all aspects. Be it on-page SEO or backlinks or content. We will discuss some common elements which have to be considered while starting SEO activities.
Reasons Why SEO Fails mostly
- The 80- 20 Rule
The 80-20 rule:
The 80- 20 rule is applied to all businesses no matter how small or big it is. The more effort you make the more will be the gain. But taking the right efforts matter a lot otherwise, whatever % of efforts you take will be a waste of time. Here we will see how and where you should put your more efforts.
E.g Suppose John has a good budget and he is spending more to get good backlinks.
After spending on backlinks, his site has managed to draw the traffic but after some time, he has observed that traffic is getting diverted to the competitor’s site which means that his competitor must be doing something different from him apart from backlinks. If you analyze closely, you will come to know that you must be lacking in content building. Writing good content with relative and engaging information is important to get visibility on the SERP page.
Here in this example, John spends so much on backlinks but does not focus on his content marketing and building, His efforts were in vain because of following the wrong SEO strategy.
So, we can say that in most cases, efforts are not in the right direction. Your efforts must be competitive enough that you will draw more business out of your efforts.
80% of business comes from 20% of the team’s creative efforts. That 20% we need to focus more which will ultimately benefit our business to gain 80%.
So, the question is what are those 20 % matters?
In SEO to get the best results, you have to focus on Quality content and Backlinks simultaneously. To get those best results to spend more time and efforts on Content and backlinks whereas remaining will go with the title tags, meta description, meta keywords, fixing crawl errors, site speed, etc. What matters most is to prioritize and work accordingly.
This is one of the reasons SEO fails. Google ranking won’t work only on meta tags, keywords, heading tags. Of course, it matters when google algorithm searching for the related keywords but the engagement of the user is the most dominant part. After getting ranked into the first 5 on the SERP page, user engagement for a long time on your webpage is important. And this is where content marketing comes in picture. It is not the case that once it is done and everything is over. Optimizing your content from time to time is quite necessary. Often you need to change meta tags and keywords depending on search queries. But changing only meta tags and keywords will not give you a long time results. So simultaneously optimizing content with proper keywords and modifying it is recommended.
So start putting your right efforts at the right place.
Google’s Quality Measuring Factors:
SEO strategies start with Google’s quality measuring factors because how Google rankings affect SEO matters. Google measures quality over quantity. If your site has a lot of content but it does not satisfy the user’s query then it’s of no use for google. So making decisions based on the Google algorithm and fetching the right data for the end-user is an all-time high priority for Google. Thinking in that perspective and making SEO strategies will always be helpful. Getting traffic to your site organically will boost your ranking in no time. This can be achieved with proper optimization of content.
Let’s take an example for the E-commerce website. bookthesurprise.com is an e-commerce based site. For these kinds of portals, we need to do E-commerce SEO. It is an event management company that provides different surprise event packages for its customers. This site has 50+ service pages. But all service pages are not achieving equal traffic. Few pages get more traffic depending on the user experience for that particular service and few pages really have nominal traffic.
As this is an event management based site, their different services based on the prices are doing pretty well. But the other few pages are bringing less business.
What we can analyze by observing the above image is, few services which give less business need to prioritize. The owner has to work on those services closer to get the business by wooing them by different offers. He has to use different marketing tactics.
The ultimate purpose of the owner is to insist the users, have a look at those service pages as well and its sales. And to increase the reach of those pages, he has to add powerful content over those web pages.
Let’s take another example of a blog site.
If your site is maintaining the blogs related to any niche and has 100 pages. And 20 % of your site pages have good traffic and the remaining 80% are not even ranking which means you have to work on those 80% web pages which are not ranking. If you have to analyze those pages closely and study well to optimize it. Remember well-optimized content will always have a high priority for Google.
So work hard on existing blog articles to get the ranking instead of creating or adding more blog posts on the site. If you have a start-up company then try to optimize content for a maximum of 5 blog articles and try to rank it first then go on adding more pages, so that you will have a clear picture that how Google is ranking your website and where you need to improve.
Try to get some amount of traffic for all the pages on the website no matter it is service/business/blog page.
Measure the ROI of the Content :
Here again the major part of the SEO factor which we will discuss in more detail.Getting traffic is not sufficient. Engaging users with interesting topics is important. After the engagement, if the user tends to do the purchase out of this article then it will be called a conversion article.
So there are three types of articles you will have on your site.
After writing articles you have to segregate those in the above three columns.
ROI stands for Return over Investment. If you are trying to get the ranking hard and still something is lacking behind then this is the strategy you need to follow and optimize your content accordingly.
Let us assume your site has 100 pages. 60 % of the pages are having good traffic. 40% of the pages are engaging pages and the remaining 20% pages are giving conversion. So you have to maintain a table which will give you clear insight into which pages are working well for your site.
If the user is coming to the page and just leaving without any engagement, it means they are aware of your site. They know your site.
If the user is coming to the page and spending some time and he also likes or shares the page, it comes under the engagement category.
If the user is coming to the page and subscribing for your service or newsletter, it comes under the Conversion category.
Track your pages and analyze which pages are working under the above categories.
If you are able to convert pages under awareness category into the conversion category then it will definitely give the higher ranking.
|No. of Articles||100||50||25|
|No. of Visits||100000||25000||10000|
|Expenditure||5,00,000 INR||2,50,000 INR||1,25,000 INR|
|Profit||10,00,000 INR||7,50,000 INR||5,00,000 INR|
The above table explains that how much you are spending and how much you are getting in return i.e. Return over Investment. Finding the SEO difficulty factor and working on that closely surely benefits the rest of the pages.
Make your own table and analyze your web pages and categorize them under different categories. Plan your content accordingly to get more engagement and conversion. These strategies not only boost your traffic but also sales and you will remain on top for the long run.
This kind of statistical data gives you a clear understanding that where you need to invest more.
This should probably be the first strategy in your business planning. Of-course all online marketing activities can go simultaneously but the market research or competitor research should be done on high priority.
How the competitor is doing better or what kind of techniques or tricks are trendy in the market, what kind of business model they are following is very much important to know before starting any SEO strategy plan. Competitor analysis can be done using tools like SEMrush, WooRank, Screaming Frog, WebCEO, MOZ tec or you can search with the keywords in Google and find out the exact competitor’s for your business.
After collecting the data for your competitor, you will come to know which keywords are trending and who is ranking consistently with the top ten keywords. With those keywords, you have to compete and prepare the content for your webpage.
You can also create an analysis table by analyzing different tools and you will come to know a few other competitors’ sites as well.
This will give you clear insight to compete with the keywords, on the number of backlinks, the content, the pages which are ranking higher in terms of traffic, the pages which are giving a better conversion, the style of advertising, social presence, etc.
In-depth Audience Research:
Audience research is nothing but the keywords used by the audience to find the related search.
To do this research, you need to use different tools so as to get a detailed picture. By using SEMrush or keywordtool.io, you can set the country for search where you want to spread your business or the country you want to target for your business.
Once you set the country, you will come to know that for which keywords, phrases people are using more and with which keyword the page is ranking.
Let’s look in detail with an example of how the audience is searching for the keyword “mattress”
Make an excel sheet with the help of tools like Google Keyword Planner, SEM rush, etc.
Once the keywords are exported in the excel sheet, you can analyze the whole sheet. Take out the different phrases from the keywords. See the search volume. Categorize the keywords as shown in the image below. If you categorize the keywords on the basis of product, type, problem, the brand you will finalize the topic for which you have to write the article or blog or information on your site.
With this insight, you will come to know – how people are searching with the keywords and clearly you can target people with these keywords.
It may take a little more time to analyze all these things but it will surely help you to get the best results in less time.
Plan a Proper SEO strategy and Timelines:
If there is business, there must be a plan. A business without a planning and marketing strategy will mess up. Likewise, for better online marketing and ranking for the business, there must be strategic planning for SEO with deadly timelines.
Create a proper plan for your SEO with timelines.
Here is the table of content that you should plan for your business. If you are a start-up business then things may vary but on the whole, more or less, it will be the same.
- Plan your estimated budget
- Number of Articles
- Number of backlinks
- Target the number of traffic per article (Set a Goal per year to get the traffic for the web page)
- Estimated time to complete the task
- How many resources required
- Cost spending per month
This plan may vary from business to business, but surely it will give rankings with these smaller and steadier steps.