It’s always a bit of a nightmare when our SEO campaign begins to fail. We have the top of the SERP’s within sight but — for one reason or another — we’re still stranded on page 2 of Google. It’s frustrating.
There are a number of reasons why an SEO campaign doesn’t get off the ground. The good news is that, once you’ve spotted these reasons, fixing them is pretty easy.
Let’s take a look at why your SEO campaign is failing — and how to fix it.
1. You’re Behind the Times
No one 100% understands the Google algorithm, and the only reason people have got so good at SEO over the years is through practice, trial and error, experimentation, and sheer force of will.
There’s another reason, too: Adaptability.
Google update their algorithm often, and their changes can affect your position in the SERPs unless you adapt to the changes.
For example, back in August Google launched one of the most confusing updates ever. It was known as the E-A-T update in the SEO community because Google are now fully focused on using Expertise and Trust to validate the authenticity of a piece of content.
To stay ahead of the times, the best thing to do is to subscribe to an SEO newsletter that will help to keep you in the loop.
Read More: Why SEO is important for Your Business
2. Lack of High Quality Content
High quality content?
- Well, I have content rich in keywords? They’re pretty good.
Keywords matter, but in 2018 high quality content matters just as much.
Google is laser focused on putting the user experience first, and to that end they want to provide the user with as much value and expertise as possible. If your content is short, low on value and clearly intended to drive as much of any kind of traffic as you can, you won’t succeed. Here are some tips:
- Focus on long-form content — this is what ranks the best
- Focus on answering questions — use a tool like Answer the Public to find out what questions your customers are asking, and then provide an in-depth answer with data and stats
- Add a 300 word summary to your content — this will show Google, as well as site visitors, that your content is what they’re looking for, and thus deserves to rank highly
3. Low Click Through Rate and High Bounce Rate
These are two key metrics that can affect your position in the SERPs.
If your click through rate is low, it’s going to adversely affect your position in the SERPs because Google uses CTR as a ranking factor.
The problem is that if you’re not on page 1 of Google, your click through rate will remain low. So how do you get it to rise?
The easiest thing to do if your click through rate is constantly low is to launch a PPC ad campaign. PPC is an internet marketing model wherein you pay a fee to Google each time someone clicks on your ad.
And because your ad is placed at the top of Google, you’ll at least be noticed more. And as long as you write a compelling meta description to encourage more clicks, your CTR should go up. Over time, your spending on PPC ads can go down and you can drive more organic traffic instead.
If your bounce rate is high, this will also negatively affect your position in the SERPs because Google will assume that your website isn’t meeting with the expectations of the site visitors. There could be any number of reasons for this — from slow loading speed to an irrelevant landing page — and so it’s a good idea to check your analytics in order to find the problem.
4. Weak Link-Building SEO Campaign
As you know, backlinks are important. Links from other authoritative websites give your site more credibility and validate you in the eyes of Google. Thus, you’ll start to rank higher.
But are you securing the right links?
A high quality backlink needs to be authoritative, and it needs to be from a website or a piece of content that’s relevant to your niche.
To improve your link profile, first use an SEO tool to see how healthy your links are.
Then, set about launching a blogger outreach campaign. This is where you reach out to blogs in your niche with an idea for a blog post. If they accept, you write the blog and include a link to your website. Again, you can use your SEO tool to identify authoritative blogs in your niche that have a good amount of high quality traffic.
5. You Don’t Track and Monitor Your Analytics
If you just throw a website together, add a few keywords and then leave it at that, your SEO “campaign” is doomed to fail from the get-go.
Instead, you need to be constantly tweaking and measuring your efforts to see what’s working and what isn’t.
For example, if you’ve got a high click through rate and a low conversion rate, it might be that your offer isn’t strong enough. Or it might be that your keywords aren’t targeting the right people.
But unless you track and monitor your analytics, you won’t have this kind of information.
All you need to do to resolve this is to download a good SEO tool or start getting to grips with Google Analytics.
These are 5 reasons your SEO campaign is failing. Fixing these problems is easy, and a lot of the time it’s all about making a bit more effort for many more rewards. Good luck!