So your SEO campaign failed. It’s not the end of the world.
You’ve been in charge of an SEO campaign for months but your client hasn’t seen any progress. Frustration with your work is starting to set in and you start doubting your abilities and asking questions searching for answers. Am I getting punished by Google? Are my competitors working together to bring me down? Was my father right and I can’t handle this? Calm down and leave the paranoia behind. Take a deep breath and check what you’ve done. Don’t know where to start? No problem, here are some guidelines for checking what went wrong and how to correct and learn from your mistakes.
1. Analyze the analytics.
This is one of the biggest mistakes which can be made. It is imperative that you track all relevant information related to your sites. You should be tracking and monitoring at least:
- Number of visits.
- Type of traffic.
- Average user duration per visit.
- Social media indicators.
Analytics provide an SEO account manager with direct insight into what is happening with the webpage and where to begin making corrections. Find the most urgent and hurtful data and give it top priority. Not sure of which analytic tool suits you? Here is a list of 9 of the best tools available right now.
2. Keywords are not so key
Choosing the wrong keywords for your clients SEO campaign is one of the most common mistakes SEO managers make. This might stem from not knowing what your client offers or an assumption of what you think people are looking for. Both are horrible business practices which might be acceptable if the owners of the company are running the SEO campaign but never if they have hired a company to do it for them.
Keywords should be about what the customers are searching for. Therefore, you should know the market before assigning key words. Find out what the competition is using in terms of keywords so that you know what works and what doesn’t.
Another common keyword optimization mistake is using very specific structures. If your keywords only appeal to a specific audience, say “men’s size M jackets”, then you are practically ensuring a low number of visitors and thus your campaign might be doomed to fail. Pick words that appeal to a broader crowd. Once they’re in your webpage, allow them the tools to specify the search. Keep track of the most searched words on your site, this is an excellent indicator as to what your audience needs from you.
3. Know the customers
How much do you know about the visitors to your website? Have you read the feedback or contacted them? Do you know exactly what they are looking for and need from you? These are just some questions you need to ask as an SEO account manager. In depth analysis and understanding of who visits a website allows SEO managers to know where to focus their campaign.
Once you know who visits the website and what they search for comes the next question: Is your content catering to their needs or yours? A lot of times, websites generate content to fulfill a quota or to claim they post more than others. Sacrificing quality for quantity is a big no-no in today’s age, where content quality is fundamental in engaging new visitors and retaining the regulars. Consumers are not dumb, they will surely spot when a site is not trying as hard or just mailing it in.
4. Anti-social in a social age
In today’s age, what people say about you on social media is key to an SEO campaign. Having presence in the most important social media outlets is not enough. A social media page which is not constantly updated with interesting, eye-catching information will probably contribute to sinking your SEO campaign. Outlets like Facebook, Twitter, or Instagram to name a few have steadily become the first impression of companies. What consumers see on a company’s social media profile might either motivate them to link to the site or to stay away from them.
Don’t forget to keep track of the company’s social media traffic. Google and Bing are not the only search engines on these days. The most important social networks have their own search engines and consumers are using them more and more each day. Analyzing what people are looking for relating to the company you are managing will give you a strong lead as to where you must improve your SEO campaign and the content people are interested in that will take them to the website.
A final recommendation: everything is related. Take into consideration what is said about you on social media and what the analytics point out to learn what keywords people are searching for and who your audience is in order to give your SEO campaign a better chance of success and not fall into the wasteland of doomed SEO campaigns.