Seo strategy

Does your SEO strategy suck? Here’s what to do about it

Tom Welbourne, Founder and Director of The Good Marketer, examines why your SEO strategies might not be working. He shares five things that could go wrong – and what you can do to fix them.

If your search engine optimization (SEO) isn’t working, it’s not your fault. You’ve been sucked in by the typical SEO strategy: trying to rank for as many highly competitive keywords as possible in the hope that some of the traffic will convert into customers, rather than focusing on the sophistication of your SEO strategy.

Targeting the wrong keywords and/or targeting too many or too few keywords at once can prevent you from being found by users in search results or result in high volumes of traffic that doesn’t convert. You want your content to be relevant to what people are searching for.

Instead: target search intent. Think about how people would actually search for specific requests, like local yoga classes.

It could be “yoga classes near me”, “benefits of yoga classes” or “how to start yoga classes”. These are single keyword targets; a single keyword with several variations catering to users who have different ways of formulating their searches.

1. Your domain is setting you back

It’s rare that you start a website from scratch. Google can provide information on how old your domain is, how much quality content has been published, and how many backlinks are pointing to it. All of these factors determine the Domain Authority (DA) of your site.

A good DA means more people will see your pages when they search for your featured topics. If your domain score is poor, no one will see your site.

If you have just created a new website without backlinks or DA, your first step should be to create useful pieces of content that cover topics related to what you do as a business or organization. Next, you need to set up an outreach program to build connections. This is the fastest way to fix a bad SEO strategy.

2. Your website is not mobile-friendly

When someone comes to your website, the first thing they notice is how fast it loads on their device, especially on mobile phones.

Internet users today are impatient. If a page takes more than three seconds to load, 53% of visitors will leave. Smartphone users won’t wait more than four seconds for a page to display. Boring and expensive if people don’t stay long enough to make a purchase.

Google’s free PageSpeed ​​Insights tool is good for measuring this. By entering your chosen URL, you can get an assessment of the website’s loading speed on desktop and mobile with recommendations for improvement.

3. Your content is not shareable

Sharing content on social networks is essential, but often underestimated in SEO strategy. It increases organic search footprint as it helps build brand awareness and engagement through published content.

Generic, poorly written blog posts are rarely shared. The same goes for self-serving articles that promote particular products or services, or pages that use images, graphics, and text to fool search engines.

Shareable content should be compelling, informative and engaging. It should also be well-written, error-free, and have a clear call to action.

SEO can’t do much if your content isn’t high quality.

4. You didn’t form any backlinks

The algorithms behind search engines are constantly changing, but the number and quality of backlinks (inbound links) will be evaluated when it comes to a site ranking high in search results.

Adding links to articles helps send traffic and authority to those pages. Google considers relevant tracking links when ranking websites.

Marketers should focus on integrating:

  • Internal backlinks, linking to one of their own web pages from another web page on your website

  • External backlinks, linking to a webpage on another website from one of your own webpages

  • Track links, referral authority, or link juice to the linked site

  • Untracked links, no sending authority or link juice to linked site

5. You’re not using the right tools to measure your rankings

Tools are just as important as skills. If you are already trying to improve your rankings and not seeing results, the most likely reason is that you are not using the right tools. How can you know what’s working if you don’t have a measurement system?

The following SEO tools can narrow your search:

  • Ahrefs: An SEO tool considered the best for keyword research and competitive analysis.

  • SEMRush: Software that allows you to dig into competitors’ backlink portfolio by analyzing their link profile and comparing it to yours.

  • Google Search Console: Offers valuable data about your site that will help you know what improvements need to be made in order to start seeing results from SEO efforts.

SEO is difficult and search engines are constantly changing their algorithms. Fortunately, there are experts out there who can help you navigate the waters of SEO for success.