Writing by Nick Stamoulis in SEO
As SEO experts, we’ll be the first to admit that SEO can be a frustrating field so we can only imagine how SEO clients feel.
Here are some of the top SEO frustrations:
Success is difficult to measure
SEO is a marathon, not a sprint. However, no matter how many times the SEO process is explained it’s often difficult for SEO clients to understand this concept. Clients want to see SEO results and they wanted to see them yesterday but that’s not how it works. It can take years to begin to see SEO results, especially in a competitive niche. It’s also important to understand that SEO may only be one part of ultimate success. Clients have asked us, “How do we know which is working best- SEO, social media, or content marketing?” The answer is, you really don’t know because it’s usually a combination of all three that is generating traffic to the website and resulting in leads or sales. The last touchpoint may have been a blog post but that same visitor may have initially found the site via search and then started following the company in social media. Even if a lead or a sale isn’t tied directly to SEO, it’s likely that SEO played a role in the sale at some point along the line.
Google does whatever it wants, whenever it wants
When we talk about SEO we talk about improving a “search engine” presence but we all know that we are really talking about Google, which still has the biggest chunk of the search engine market by far. If you want to succeed in SEO, you need to play by Google’s rules which seem to constantly be changing. Google aims to provide its users with the best possible search experience and the search giant is always tweaking its algorithm in order to do so. This means that a link building tactic that worked just a few years ago may no longer be relevant or could even land you in some hot water. Think about the major Google updates that have happened within the past few years. Panda and Penguin both forced many websites out of their comfortable positions. We need to just accept that we are at the mercy of Google, pay attention to any moves it makes, and follow Google’s best practice guidelines.
Success can be out of your control
Some SEO clients want to know why they aren’t ranking in the top 3 after months of SEO. The first thing to keep in mind is that ranking isn’t an accurate measure of success because rankings fluctuate based on the personalization of search. However, beyond that it could very well be that it could take many more years to get to the top 3, or you may never get there at all. If you are relatively new to SEO and have competitors that are established and have been working at SEO for years, they are at a huge advantage. There is nothing that you can do about the trust and authority that your competitors have already achieved.
While it may be tempting to avoid SEO because of these frustrations, we still must face it head on. Because the thing is, no matter how much it may frustrate us at times, it’s still a necessary component of an online marketing program. Without good SEO work it will be difficult for a website to succeed in the search engines at all.