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Any commercial website is essentially a tool for business development. He must solve problems such as brand promotion and increasing sales. Work on search engine promotion of a website is precisely responsible for the implementation of precisely these goals. Good rankings, increased landings, a large budget and hours of work on the site can all provide excellent SEO results.
But sometimes even well-promoted and quite successful projects with good support do not meet the needs of the business. Why? There may be a number of unobvious reasons that interfere with effective SEO promotion. We will talk about them in more detail in this article.
One of the factors reducing the expected return from the site may be a change in the market (niche). For example, a drop in demand from potential customers. This may be due to market oversaturation or the massive release of budget analog products on sale. Don't forget about the next crisis. One of the factors for a noticeable change in demand may be seasonality, which for some reason was not taken into account, or simply a narrow circle of target audience, etc.
In such a situation, no matter how hard you try, the best a business owner can hope for is to keep traffic and sales from falling. It is naive to hope for growth.
The goals of website promotion can be different: increasing traffic, brand awareness, increasing the number of conversions, promoting certain services or product groups, increasing the company’s market share, etc. In any case, you need to decide on goals and, based on the objectives, build work strategy.
The set of KPIs also depends on the tasks, tracking of which allows you to correctly assess the dynamics of work. We have a separate article on the blog about how to correctly determine KPIs for a project, I recommend re-reading it.
If SEO goals and performance metrics are set incorrectly from the start, it can lead to a whole host of problems. Instead of optimizing conversion, improving landing pages and focusing on the most profitable search queries for business, all efforts can be thrown into increasing traffic for common keywords and working with external factors (backlinks), which ultimately will not give the expected effect for the business.
It is very important to understand: when it comes to website promotion, the contractor and the customer are in the same bundle. You cannot simply delegate authority to a contractor and completely withdraw yourself. Involving the customer in the work is a prerequisite for success. No one except the business owner knows all the intricacies and nuances of a niche.
If the client does not want to delve into the processes, avoids feedback, does not take part in the discussion of details, takes too long to approve implementation tasks, the contractor is forced to do what he considers necessary. Work efficiency decreases, and the likelihood of choosing the wrong course increases.
The more the customer is involved in the work, the better the project develops, resources are allocated effectively, and the efforts invested in SEO ultimately provide maximum returns.
The reason for the lack of results in SEO may be an incorrect assessment of the target audience. You can endlessly go through promotion techniques and methods, but if the target audience prefers to make purchases offline, you simply cannot drag them online.
An example is an online store of luxury furniture aimed at residents of one city. Even if you get top results for most of the promoted queries, it is unlikely that anyone will place orders through the website; almost all transactions will still go through showrooms.
The miser pays twice. If the client was looking for contractors on the principle of “wherever is cheaper,” one should not be surprised at the failures. Promotion work carried out by an agency with a whole staff of professionals cannot cost the same as the services of a single outsourcer.
The process of website promotion requires complex work on the project and the ability to form a full-fledged long-term strategy. Before entrusting the promotion of your business to specific performers, you need to be confident in their competence.
The lack of a system in organizing work to promote a website leads to zero investments and efforts. SEO is, first of all, a systematic work, where the chaotic implementation of methods and techniques threatens complete failure. It’s one thing to adjust a strategy along the way; it’s quite another to not have one at all and react to events after the fact.
It is necessary to set priorities, the order of alternating work on internal and external optimization, implementation of planned improvements, etc. A competent systematic approach allows you to clearly monitor the dynamics of progress towards your goals, which is important for both customers and performers.
Regular monitoring of key indicators for the site, their changes compared to previous periods and correlation with certain works on the site are a very important component of the successful promotion of the project. The numbers don’t lie, and this makes it possible to measure the dynamics of goal achievement, as well as adjust the strategy and tactics of work.
Analytics should not be neglected, because it allows you to avoid problems, rather than react to them after the fact. This also includes non-obvious technical errors that were simply not noticed due to the fact that no one was monitoring the site’s condition.
There have always been more than enough misconceptions and myths in SEO:
SEO is always about experimentation and practice. I recommend reading the article on our blog to stop paying attention to such misconceptions.
Only comprehensive website promotion, its constant development and improvement will always be the most correct and effective strategy. This work organization model allows you to get good results regardless of how search algorithms change.
Search engines are quite inert. Some work may take weeks or even months to achieve a noticeable effect. It may take several months from the publication of an article on the site to the moment of peak traffic.
A similar situation arises when working with external factors. The effect of increasing the link mass is not achieved every moment. The result of implementing technical changes can also fully appear in a couple of months, or even more.
In some topics, you have to fight for the top with competitors who have been doing SEO for many years. It is clear that it is impossible to get quick results in such a close fight.
If you have questions or want to share your own experience on the topic, write in the comments!
For any question, you can write to the SEO studio by email info@seo.computer
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