When you run an SEO campaign, you want to see real rankings and results. Real rankings mean position improvements for the most important keywords as well as getting your business to rank for keywords that it didn’t rank for before.
SEO is not just about rankings, however. After all, rankings won’t contribute to the revenue your business generates or the profits you make. For this, you need results and for most businesses, this means leads and/or sales.
If you are not getting real rankings and results, your SEO campaign is failing, and you need to fix it.
How to Get Real Rankings and Results From SEO
You will find that top-rated search engine optimization experts are well-equipped to identify where a company is going wrong with SEO. They’ll look at on-page and off-page SEO and, more often than not, the gaps and issues will be glaring.
You need to know what’s wrong too, particularly if you have engaged an SEO agency but are not getting the real rankings and results that your business needs.
To help you understand why your SEO campaign is failing, here are the eight most common causes as well as what you should do to fix them.
Reason 1. Not Understanding the Target Audience
Many people, including some agencies that pitch themselves as SEO experts, approach search engine optimization as a technical challenge.
Google, however, tells us repeatedly that all it cares about are its users and giving those users search results that are as relevant and helpful as possible.
So, while SEO has technical elements, it all starts with people. That means understanding your target audience.
- Who is your target audience?
- Why do they need the products/services you offer?
- What will motivate them to start a search on Google?
- What is the buyer journey? More specifically, what are the different questions or queries they will type into Google search at various points on that journey?
If you can’t answer the above questions in detail, you will struggle to implement an effective SEO campaign.
The solution to the above is to spend time defining your target audience (or ideal customer) and learning as much about them as you can.
Reason 2. Targeting the Wrong Keywords
Keywords are at the center of all SEO campaigns. Therefore, an SEO campaign that targets the wrong keywords is doomed to failure.
Some of the main problems with keyword targeting include:
- Keywords that are overly generic
- Keywords where there is high competition
- Branded terms for your competitors
- A lack of focus on long-tail keywords
Review your keywords to ensure they are optimized. As always, focus on your target audience and ideal customer, thinking about the phrases they will use when searching in Google for the products or services you sell.
For example, if you are a local business, you should target keywords that include a location rather than the more general version. So, instead of targeting “plumbers”, you should target “plumbers in ”.
Poor Quality Content, Title Tags, and Meta Descriptions
Content is king is an overused phrase, but it doesn’t change the fact that the quality of the content on your website is directly related to the effectiveness of your SEO strategy. If you have poor-quality content, you will get poor SEO results.
Title tags and meta descriptions are important in SEO too. If these are also poor-quality, your results will suffer.