|Failure of a SEO Campaign Reasons|
1 Too low budget
So many businesses make this mistake. Business owners want to get to the top of search results with very little or almost no budget. There is something even worse than that. Digital marketing agencies are often promising incredible results even on very low budget.
These very agencies will be be often using techniques or should we say shortcuts that may be not quite in line with Google's guidelines and even if those techniques will get the website to the top, it will be only for short period of time, and after this short period it is more than likely that the website will drop in rankings, usually after one of Google's updates. You need a proper budget for SEO to make long lasting results. It is not worth going for very cheap options, because after your website will get punished you will end up paying much more in the end.
2 Outdated tactics
It does not matter how weird it sounds. SEO, and digital marketing as a whole are industries which are changing very fast. I remember when I was learning SEO, someone very wise told me that books about digital marketing are useless because before the book would actually get printed, SEO techniques would change five times already. This is actually true. I don't work in SEO that long and the rules by which we work changed so many times. When employing SEO specialist, you have to make sure that this person is up to date with all the industry news and techniques. Some old techniques which used to work, today are not tolerated by Google and can even harm your website.
3 Targeting wrong keywords
Keyword research is a starting point of all SEO campaigns. Starting point and one of the most important elements of Search Engine Optimization. If you are targeting the wrong keywords, it does not matter how good SEO techniques you would be using, you won't be able to attract the right audience, which means your website won't convert and conversion is always the end goal.
4 Over Optimization
We often tend to think in one way: the website does not rank because it is not optimised well enough. It is more than likely that this is the reason, however there is other side of things as well.Sometimes, people want great results in shortest possible time, and they put little bit too much in, too many keywords (keyword stuffing) or over optimized anchor text for the examples, they make the website too much focused on SEO. This is what we call over optimization, and this is what Google does not like at all.
5 You are not monitoring results
You will never know if your SEO efforts work or not if you do not monitor the results. You have to have goals and you need to be able to see if you are on the right track to achieve them. If your campaign does not work as you'd like it to, and if it needs some changes, you have to be able to see it as early as possible, and without reviewing your efforts and tracking results it won't be possible.
6 SEO specialist does not know client's business well enough
If the Agency or SEO specialists does not know anything about the client's industry, it will be very hard for them to track appropriate keywords, target right audience or source best possible links. Obviously we do not live in the ideal world and it would be very hard for agencies to be specialists in all the industries they have clients in.
If you have business in very specific industry, like for example: law, it will be the best to have an in house SEO specialist and Digital Marketing Agency as well, your in house specialist will be the person who knows exactly how the business works from the inside, and agency creative will be best for coming up with ideas etc.
7 Lack of client's involvement
As they say, "it takes two to tango". We can't put all the responsibility on the agencies and SEO specialists. We are digital marketing specialists, we are specialists in our field and it is not possible to be specialists in all other fields as well. The client is the specialist in his/her field , they should know their target audience etc. Without the involvement of the client, the campaign won't reach it's fool potential.
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