S-E-O. It’s the dreaded acronym that makes people cringe. Whether you’re a newbie, DIYer, or outsourcing, you just want to get it done and over with. We know it’s a challenge. And the real challenge is deciphering whether or not your SEO strategy is even on the right track. So how do you really know when your SEO sucks? 

At Big Leap, we understand that part of crafting a successful SEO strategy is being transparent throughout the entire process. SEO is complex and can be confusing. But keeping an eye on SEO best practices can help you determine if it’s time to switch things up and hire some experts. 

Read more about how to improve your SEO:

Your SEO Sucks When…

#1 Extensive Keyword Analysis Is Skipped

We all know that keyword research is one of the most critical parts of SEO. But are you analyzing focus keywords along with long-tail keywords or key phrases? Are there any local businesses that are competing for your keywords? If you or your SEO company is not investing sufficient time into in-depth keyword research, then you’re not on the right track. 

It’s important to look for keywords that have: 

  • Relevancy – The keywords relate to your products, services, and customers. 
  • Traffic – Are your keywords currently generating substantial traffic on the web? 
  • Search intent – It’s important that you examine the search intent of your audience. Whether they have a specific question or want to learn more about a topic, your keywords should meet the right criteria.
  • Competition – What types of keywords are your competitors ranking highly for? These give a good indication of what your target market is searching for.

#2 Critical Points are Overlooked in the Auditing Process 

Is your website clear and easy to navigate? Are your URLs unique, clean, and simple? Are all your links working properly? Is your site Google-friendly? If you’re not digging into your site, then these are a few critical observations and procedures that you are missing in your strategy. 

Site errors help you identify areas for improvement. You want to make sure to provide a seamless experience for your visitors otherwise, they can very well easily jump on over to a competitor site. In addition, search engines factor site performance into ranking, so if your site is clunky or slow, it can directly impact your SEO.

#3 Regular Quality Content Is Not Being Created 

If you or your agency is not creating content regularly, then you’re not improving the SEO of your website. Regularly updated content with relevant keywords and topics drives traffic and improves website authority on search engines. 

As you’ve probably heard, “Content is king.” Sixty-eight percent of people spend time reading about brands that interest them, and 80% of people appreciate learning about a company through custom content. Content helps you connect with the right audience and build a returning audience. 

It’s important to note that it’s not simply about quantity–it’s about quality as well. Just because you release 20 blog articles a week doesn’t mean you’ll see a boost in rankings. You need to craft compelling content that will educate your audiences with meaningful information. How will your product or service enhance their day-to-day life?

#4 Competitor Analysis Is Forgotten

What kind of topics are your competitors covering in their content? What keywords are they ranking highly for that you don’t? If you or your agency are not investing time researching competitors, then you’re not doing SEO right. 

Not only do you need to know how to rework your own site to generate rankings and leads, but you also have to understand how your competitors are doing. Therefore, take time to research them in order to come up with effective solutions and tactics to instill into your strategy and differentiate you from your competition. You want to fuel innovative techniques to help you stay ahead of the game.  

#5 There Is No Link-Building Plan

Trustworthy sites often link to other trustworthy sites. As search engines use links to crawl the web and index pages, the more high-quality websites that link to you, the more likely you will rank well in search results. Therefore, it’s essential to build relationships with key influencers in your industry to help promote your content and boost your authority.

#6 Evolving Technology Is Not Acknowledged

In our rapidly evolving digital age, technology is constantly changing, shifting the way we communicate. Are you being mindful of and optimizing your strategy based on these transitions? 

Two vital advancements in particular that have changed the way consumers search for products/services are: 

  • Mobile – More people are using their mobile devices to access the internet than desktop. For example, in 2018, 52.2% of all website traffic worldwide was generated through mobile phones. 
  • VoiceVoice-assistance devices such as Amazon Alexa and Google Voice have changed the way consumers search for products. Instead of typing in a few keywords in the search bar (“healthy snacks kids”), they are using natural language to find the services that they need (“Where are some healthy snacks I can feed to my kids?”). 

As the way people use search engines changes, it’s important to optimize your strategy. Be open to change.

#7 Data Isn’t Utilized

If you or your agency is not regularly tracking data, then how will you know how your SEO strategy is doing? SEO requires transparency and communication. You need to stay updated on your SEO’s progress to effectively identify strengths and weaknesses and establish the next steps. Tracking data can help your team set up new objectives and outline realistic procedures to keep up with the ever-changing landscape of SEO. 

#8 It’s Approached as a Short-Term Strategy 

Many people often have tunnel vision when it comes to SEO. They think of it as a day’s worth of fine-tuning your plugin when in reality, there is so much more to it. Though there are a few SEO tasks that can be updated in a day, in order to generate high rankings and leads, it takes roughly 4-6 months to just begin seeing results. So if you’re expecting to see outcomes within a short timeframe, you’re treading on the wrong path.

Keep Moving Forward 

If you find that your strategy sucks, you want to be sure to nip it in the bud and proactively restructure your strategy with the best SEO practices and people. 

Don’t get discouraged. One of the reasons why SEO is a crucial but often hated marketing tactic is because it’s constantly evolving, and we must be prepared to engage in it for the long run. 

Stay Focused on Key Criteria 

Keep the following criteria in mind as you adjust strategies: 

  1. Transparency – Be open and honest about your initiatives and goals.
  2. Trust – Find trustworthy partners and SEO services that can help you craft quality SEO and build your online authority. 
  3. Reporting – Look out for regular reports to monitor the progress of your strategy. 
  4. Expertise Craft compelling and valuable content for your audience. 
  5. Execution – Carry out effective, realistic, and measurable strategies that will help illuminate your credibility and brand.

Remember, for SEO to really work, you must have the right expectations and the right agency. A good SEO strategy takes time, research, innovation, and consistent effort. Find an agency that values long-term success and understands that each business and their website is highly unique.

Big Leap Can Help 

As an advocate and expert in long-term and custom-tailored SEO strategy, Big Leap can help you get back on track. Be sure to contact our SEO experts to see how a customized  SEO strategy can take your online presence to the next level.

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Janet Lee