Why Aren’t We Showing Up for [Keyword]?

Written by Brick Marketing

Many in-house SEO managers or internal SEO champions constantly have to defend the SEO program from those who just don’t “get it.” One of the biggest things is explaining why your site isn’t showing up when they type in your top keywords. It doesn’t seem to matter how good the organic growth numbers are, if they don’t see you at number one for [keyword] than clearly your SEO program isn’t working, right?

Well here are four things you need to ask/explain to your team when they get on your case:

Does that keyword even matter?
I was talking with a client the other day who is constantly fighting with her sales team. They search for INCREDIBLY specific, long-tail and technical search terms and are upset their company is on page two and three. But as she keeps Keyword Rankreminding them, those super technical terms might be how THEY describe the product, but it’s not how a potential customer does! In fact, when we looked at the Google Keyword Planner Tool those keywords had zero search volume in Google. That means so few people are searching using that term it’s not worth tracking. There is no limit to how many keywords your site can rank well for, but if you only rank well for keywords that no one is searching for how are people going to find your website?

Are you looking at un-personalized search results?
Every move you make on Google is tracked. It knows what you’ve searched for, what you’ve clicked on, where you are searching from, what kind of device you are searching from and more. Google uses all this information to personalize your results, trying to give you only the results you are the most likely to be interested in. So if you always search for [keyword] from your office computer Google is going to adjust where your website falls in the SERPs (for better or worse). Sometimes you’re actually ranking higher than you should be, since Google knows your end goal is that particular domain. The best way to evaluate your keyword rank is to look at your Webmaster Tools data. This is as unbiased as it gets and shows you your average rank for 100s or 1000s of keywords over any given time frame.

How broad is that keyword?
The broader a keyword is the harder it is to rank for that term. Not only can a broad term mean a lot of things to a lot of people, broad terms also have much more search volume and many more companies going after them. For instance, what does “insurance” mean to you? Health insurance, home insurance, small business insurance, auto insurance, life insurance? If you are trying to rank well for a keyword as broad as “insurance” you’ve got a long road ahead of you! And even if you do rank well for that keyword, chances are a large portion of the people coming to your site are NOT going to be the right audience. If you sell dental insurance but everyone coming to your site is looking for auto insurance you’ve missed the mark.

How stiff is the competition?
When you search for [keyword], if you’re not on the top, then that is? Are you competing against companies that are similarly sized and funded? Or are you competing against 800-pound gorilla companies like Amazon or IBM? In my opinion, some sites really are “too big to fail” and beating them at their own game is practically impossible. That doesn’t mean you can’t carve out a nice spot for yourself, but being #1 might be nothing more than a pipe dream. Can you learn to be okay being #6?

Categorized in:

Like what you've read? Please share this article

Read What Full Service SEO Clients Say About SEO Firm Brick Marketing

"Brick Marketing is "solid" when it comes to support for SEO marketing advice"

“I had been impressed for a long time with the content that Brick Marketing was sharing in their informative blog posts and articles. I chatted with Nick Stamoulis a couple times and decided that he was the expert I wanted to work with. I have worked with Brick Marketing for about six months and they have helped us resolve several SEO related issues pertaining to our website. Our account rep is always just an email away with answers to any questions I have and suggestions for how we can improve what we’re doing. Brick Marketing is “solid” when it comes to support for SEO marketing advice. I definitely recommend them if you want to feel more secure about how your website is performing in searches and have the confidence that everything being done to improve your rank is white hat and legit.”

– Paul Rarick, Debbiegrattan.com

"Our keyword rankings have improved and traffic has increased"

“The Brick Marketing team, was critical to ensuring that our new Web site is optimized to drive maximum traffic. Our keyword rankings have improved and traffic has increased thanks to her assistance and advice. In addition, they executed a strategic link building program that helped further increase Web traffic.”

– Lauren LaFronz, Director of Marketing, enChoice, Inc.

"Brick Marketing is levels above all others...an integral part of my team"

“I have formed an invaluable marketing partnership with Brick Marketing. Nick Stamoulis and the rest of the Brick Marketing team are professional, timely, thorough and take time to, not only succeed at the tasks, but also educate myself and my team on the strategies in the process. Since my first encounter working with Brick, I’ve changed organizations and have taken them along with me…they are that good! In my experience in working with many outside agencies who over-promise and under-communicate, I can truly state that Brick Marketing is levels above all others and vested in our relationship. They are not just an SEO consultant, but an integral part of my team. I highly recommend Brick Marketing for any company looking to significantly increase search engine competitiveness and internet presence.​”

– Jodi Murphy, Marketing Director EUXmedia

"traffic has increased over 80% year-over-year"

“When we started working with Brick Marketing, we had just been subjected to a Google algorithm update and our websites both took substantial hits to traffic. Within a few months, Brick has taken both of our websites to pre-algorithm traffic and conversion levels, and for the CallFinder site, the traffic has increased over 80% year-over-year. Their expertise in SEO, responsive design, and content marketing helped us turn the situation around, and we could not be happier with the results we’ve seen in just our first four months of working with them. The team we work with at Brick Marketing is always available for off-the-cuff consultations and are at the ready to provide recommendations and suggestions to improve our site’s appearance and performance. They are truly a hands-on partner, which is immensely valuable to our business.​”

– Jeanne Landau, Director of Marketing www.800response.com | www.mycallfinder.com

"highly recommend Brick Marketing to all of my clients"

“After working with many other SEO firms and not being satisfied I finally was introduced to the Brick Marketing President and Founder, Nick Stamoulis. Nick Stamoulis has educated me about SEO and has provided me with a well rounded SEO package, not only does he offer top quality services he also educates his clients and spends the time to explain everything and their SEO pricing is competitive. I will highly recommend Brick Marketing to all of my clients. Brick Marketing is an A+ for SEO services.”

– Mike Cardella, Integrated Computer Services

"Brick Marketing has been a tremendous resource for our business"

“Brick Marketing has been a tremendous resource for our business. Through their expertise with the ever changing world of SEO, our web presence is as strong as ever. Our working relationship with Nick Stamoulis and Danielle Bachini has been outstanding. In collaboration with web designer Chris Roberts, we were also able to develop the perfect responsive website that truly reflects our business. Thank you Brick Marketing!​”

– Ellen Parlee, Parlee Farms

"dependable, professional SEO company"

“Brick Marketing has been a dependable, professional SEO company that has helped us get results. In the last 6 months of using their services, visits to our website have increased by almost 30%. Our dedicated SEO Specialist was pleasant to deal with. Her suggestions for articles and press releases were industry specific. Brick Marketing always answered our phone calls and emails within an hour which made us feel valued as a client. I would recommend Brick Marketing to all businesses to handle their SEO needs.”

– JoAnne Loftus, Archival Designs, Inc.

"superior knowledge of marketing on the internet"

“I have had the good fortune to work with SEO expert Nick Stamoulis and his team at Brick Marketing and it was clear form the get go that Nick had superior knowledge of marketing on the internet. The SEO campaign and technical writing that Brick Marketing provides has been impressive, where in the past we struggled to find the high levels of competence in these two skill sets. Were only just beginning with Brick Marketing and look forward to growing with their expert guidance. Thank you Nick Stamoulis and the Brick Marketing team!”

– Craig Raubenheimer, President, Roan Solutions, Inc.

"Brick Marketing is rock solid and essential in building a strong marketing foundation."

“Brick Marketing is extremely valuable for feedback and advice in many aspects of marketing, not just SEO and I look forward to continuing to work with them over the long term to continually improve our business and increase sales. That’s what it’s all about. Just like their name implies, Brick Marketing is rock solid and essential in building a strong marketing foundation.”

– Jeff Nicholson, President Freely Creative, Inc. / Websticker.com

"went above and beyond to help us with any SEO issues"

“We hired Brick Marketing to manage our SEO, but they ended up also managing our company blog, social media marketing, helped us launch a pay per click advertising campaign, migrated our website to a new domain and so much more! Our SEO Specialist is always quick to respond whenever we had a question and went above and beyond to help us with any SEO issues.”

– Mory Creighton, CEO, Pinpoint Laser Systems

Contact Us about brick marketing Industries We Serve Case Studies

Need Assistance? Please Contact Us Below: