How often have you heard the phrase “SEO is going to die soon”? I have been hearing it for a long time and quite regularly. Also, opinions regularly appear that SEO does not work, that the future belongs to the target, aggregators, etc. But have you ever wondered where such thoughts come from?
Just as reviews are more likely to be written by a disgruntled customer, SEO criticism is more likely to come from those who “didn’t get it”.
There are several situations in which search engine optimization will not have the desired effect.
1. The topic of the site will not stand up to competition in the “organic”
Narrow specialization in a wide assortment environment allows you to achieve high results in your niche. However, when promoting your brand, you should clearly define the immediate target audience.
Promotion to wide SERPs in search engines brings narrow-market organizations and hypermarkets, aggregators, companies with a large nomenclature coverage face to face. In such a competitive struggle, the largest ones win.
Occupying a specific niche, you should work in a targeted manner with your target audience and with your semantics.
Small information resources for the most part are the hallmark of the organization. The structure and content of such sites are for information purposes only. They often have a number of corporate and legal restrictions. It is extremely difficult to use such sites as a tool to attract targeted traffic. Especially if the above restrictions do not allow you to refine the design, expand the structure and change the content to meet the issuance requirements.
2. Technological features of the site impose restrictions on the work
Often, sites themselves “bind us hand and foot.” Good old samopis, website builders, “crutches” from programmers – any specialist will say that such sites are not intended for regular improvements. Accordingly, it is not possible to move with such resources at the pace of modern SEO.
Work will be subject to regular restrictions. They can be avoided only by working with a standard CMS and cooperation with responsible programmers. Yes, it comes out more expensive. But we all know that the miser pays twice.
3. Organizational difficulties at work
No matter how strange it may sound, but, unfortunately, not all customers are ready to cooperate. This manifests itself in work in different ways:
Lack of feedback Is one of the most common SEO team pains. Coordination of texts, provision of materials, approval or correction of technical specifications – all require participation.
Often, materials are left unanswered due to the client’s busyness: SEO does not give instant results, which is why the preference is given to “more responsive” channels. As a result, all work goes to the table and is not implemented. And without implementation there will be no result.
Delegate work to optimizers 100% and step away from the project Is also a very common misconception. In addition to approval, help is often needed in the quality of advice, the provision of materials and expert judgment. Optimizers are SEO specialists, the client is a specialist in their business. Within the framework of the project, it is necessary to combine resources.
Thus, if you appoint a responsible person for the tasks, agree with the team on the optimal format of interaction, the site will be able to reach great heights.
“The best site that does not require changes” – the third type of organizational problems. As for a mother, her child is the best, and for many businessmen, the site is a favorite brainchild. But time passes, algorithms, requirements, fashion change. People change – so do sites. This should be accepted along with the recommendations for improvements.
Severe restrictions and destructive criticism will also not give the desired effect.… Optimizers and the customer work as a team. By questioning each recommendation, requiring additional analyzes and adjusting all tasks, the opposite effect is achieved.
There is an increased chance of facing delays as argumentation and additional research take time. If the customer has decided to entrust the website promotion to a contractor, it is necessary to allocate the baggage of trust to the contractor, to discuss all plans and strategic actions in advance.
Insufficient resource allocation… Moreover, we are talking about both temporary and material resources. SEO will never give results here and now – it takes time to achieve KPIs. At this time, serious work with the site is being carried out, which, in turn, requires funds.
Considering the prospect of working with a website in the direction of SEO today, you should evaluate the full range of factors affecting the result, both external and internal. Based on this, it is necessary to plan advertising promotion.
However, you should not make hasty conclusions and put an end to the tool if you saw your project in any of the above theses. Today SEO is not an advertising tool, but a business development channel. A well-designed website works for your company by 200%: it increases customer loyalty, scales the effectiveness of other tools, and affects the reputation background. Search engine optimization in 2021 is not advertising, but technical and marketing support for the business in general.