Let us give you a reality check. If your SEO is not working as per your expectations, is not the search engines but something wrong with your SEO strategy. In this article, we will try to put out some major factors that can be the reason for your website SEO failure.
1) Your Strategy is Obsolete
Google and other search engines publish their SEO changes publicly. They expect the publishers to follow the guidelinGooglees and work accordingly. So if you think your SEO plan is not working then have a look again on what basis your site is works
Few examples of outdated tactics:
Content: If your content is not answering the user search intent, don’t expect it to appear on search results. For this, you need to create high-quality content with a good crisp storytelling ability so that customers come back again. Long-tail keywords need to be revisited again. Keep remembering that the content should be easy, engaging, and leading the customers.
Packing with Keywords: Just stuffing the content with keywords in content with no sense is being penalized by Google by ignoring in search results.
Dead links: Providing the links in the site which is not directing to the relevant sites or bad pages is considered as bad for SEO. Make sure you have the right links. Try to associate with bigger brands for more coverage
Outdated keywords: The keywords in the content probably might not be the right keywords at all. You need to revise the content strategy. Have analytics involved to find the keywords which are not able to generate the search volume.
You might need to get a Digital marketing agency to perform an audit of the site and assist you in developing a digital marketing strategy. Then, with time, you’ll see how SEO can increase traffic.
2) Bad user experience
User experience includes how you designed the site. It is really essential that the site should follow the guidelines as per the SEO. Also, people need to love your site, they want to come back again. Just use analytics to check the bounce rate to understand which pages or workflow need to be fixed. Google will rank you good if the bounce rate is low on your pages.
Some points to check for SEO compatibility:
Site Speed: Use Google PageSpeed insights to get the details. If not within the recommended time, then you seriously need to connect with your development team.
Use Images: Though images are more common to display the items, workflows, and data graphs, you can also include videos. While doing this be sure that you don’t overdo it because that will affect the site speed. Make sure to add Alt-tab for every image. Your website should be developed for the customers and to make customer’s life at ease should be your aim. This will ultimately help you with SEO.
Relevant Captions, headlines, and images: Your web pages should serve what the headlines, caption, or images say.
3) Make sure you have analytics set up to track
Only those can be improved which can be measured or tracked. If you don’t have any kind of analytics which is tracking your website actions, that means you are not having any goals for your site. Analytics gives you the information to improve SEO and helps you to make the strategy. Working on strategy in the absence of information will be like shooting in the dark and it will keep failing because you won’t be knowing what your mistakes are.
You can start with Google analytics and can check some of the below metrics to understand your SEO and customers.
- New or unique visitor conversion
- Sources for incoming traffic
- Visit per (pages/sessions)
- Return visitor
- Value per visit
- Bounce rate
- Costs per conversion
- Exit pages
- Average session duration
It should go without saying that it will be a big mistake if social media is not part of your marketing strategy and hence is not part of your website. There is a weightage of social media links on your webpage. If you are not doing it, you are losing on many fronts. Social Media also supports your brand image on various platforms. If people talk about it on social media, then it leads to traffic on your website/product.
4) You belong to a Niche segment
There might be a chance that your product/service belongs to a niche segment for which people look for specific needs or in particular seasons. This might be a reason for low traffic but that doesn’t mean you will ignore SEO in your digital strategy. You then need to focus to amplify your reach through other mediums like Social media, blogs, podcasts, etc. These will lead people back to your website. Here you need to give the customer the Pied Piper role so that he can lead the traffic to you by helping you in creating a brand image by word of mouth. This also helps you in lead generation.
Your website is loaded without links and backlinks. Great! but if it is not leading to the right sites, it’s of no use.
Links in Footers – if you have many links in your footer which links to external. Feel free to reduce it, as it might give spam to Google.
No-follow links – if you ask the guest to contribute to your website but there is no follow option on your site, this will harm your website. In this case, your site won’t get much of a boost as expected.
Linking to the unverified website – if you are linking yourself to some site then make sure those sites are verified, have HTTPS links, and have verified DA. Otherwise, your site will be ranked lower in Google search