Why SEO Campaigns Fail

With so many new technologies to keep track of, it’s no wonder why many SEO campaigns fail. There are also many strategies to consider as well as search engine updates.

For these reasons and others, SEO can be a complex process. Obviously, every business wants to rank high in Google search. However, most business owners either don’t have the time or take the time necessary to achieve this goal.

This is the quandary that riddles the practice of SEO today, just as it did fifteen years ago.

Search Engine Optimization: the science used to improve the quality and quantity of organic traffic to your website.

Why? So potential customers can find your business in Google and be obliged to engage and do business with your company.

How? By producing authoritative, compelling content that is naturally linked to creditable sources. These links and other factors help Google to evaluate your content and determine its ranking in search results. Your ranking depends on how your content compares to similar available content on the web.

I know this all sounds complicated, and it is, but we’ll make it a bit easier to understand. So, here’s a quick rundown to why SEO campaigns fail and how you can avoid making the same mistakes.

Why SEO Campaigns Fail

Before we dive into why SEO campaigns fail, at Envisager Studio, we partner with clients on SEO strategies from any industry. And knowing a specific industry is not a prerequisite to efficiently performing SEO. In fact, we help new clients rank organically well in search results. Of course, our existing clients are afforded this same opportunity.

With this in mind, here are reasons why SEO campaigns fail.

1. Switching SEO Strategies Too Quickly

If immediate results aren’t seen, many people will change their strategies. But given that SEO is a big investment, it’s worth waiting to see the pay off. Once your SEO has been set up, the worse thing to do is make changes to your web presence.

In addition to limiting your SEO results, you’ll undoubtedly undo any progress that has started. Moreover, your time and money will be lost.

 QUICK TIP:  SEO is not a sprint but rather a marathon. So, be patient and allow your SEO expert to do their job. After your website is optimized, it takes time for people to perform search queries containing your keywords. Also, it takes time for people to find and purchase your products, leave reviews, and for your business to gain credibility. Adhere to the recommended amount time. And only switch strategies if satisfactory results are not revealed after that time has passed.

2. Google Business Profile Is Different Than Physical Location

Having a different location on your Google Business Profile than your real life location leads to SEO fail. It results in confused customers when your GBP doesn’t bring them to your actual business when they try to visit.

Incidentally, Google rebranded Google My Business name to Google Business Profile earlier this year.

 QUICK TIP:  Ensure that your GBP is set up properly. For brick-and-mortar store, having the correct address on your GBP helps Google to know when to show your business in search results. This also applies to service area businesses. Locations and keywords are linked to your business. They help the right customers to find your business online.

3. Not Following Google E-A-T Principle

E-A-T is an acronym for the qualities Google wants to see from your website. It stands for Expertise, Authority, Trustworthiness. These qualities encourage the creation of high quality web pages. As a result, they are beneficial to the real people who read them.

When you don’t follow the E-A-T principle, you’re inevitable going against Google guidelines. Consequently, your SEO success will be limited. For instance, your business website would fail the E-A-T princess if it contains outdated information. Or it doesn’t credit the author of your blog or links to spammy websites.

 QUICK TIP:  Putting these principles into practice and doing SEO with people in mind instead of search engines, you’ll have success. Ultimately, to rank well on Google, your content must connect with real people. Therefore, your SEO strategies must focus on your targeted audience.

4. Ignoring Search Intent

Search intent is the purpose of a person’s online search. For this reason, it’s important to understand a person’s search intent. And because Google cares about the customer experience. Therefore, you shouldn’t just add keywords to a web page without understanding this concept. Doing so results in minimal activity, a few views which will soon fall in rankings.

Even if your pages contain the right keywords, but not information customers are searching for, it confuses them. So, you can’t just have the ideal keywords without also having the accompanying information.

 QUICK TIP:  Find out which keywords are being used and choose the appropriate ones for your business. Think about what your search intent would be if you were to use them yourself. Tools such as Semrush and Google Keyword Planner can help you find relevant keywords.

Implemented properly, SEO can help you grow your business locally.

About the Author

Hazel L. Burgess, Founder Envisager Studio

Hazel is the Founder & SEO Director at Envisager Studio, a premier website design agency specializing in WordPress website design, development and internet marketing. In her spare time, she writes about search engine optimization, website design, and internet marketing.
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Why SEO Campaigns Fail

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