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Open a discussion having a company owner or a marketing professional plus ask them what they think about seo ( SEO ). Based on the context and the encounters of the people involved, a person might get an excellent review of how great SEO was for their own brand. But you might also get a watch move and an excoriation of the strategy.
Part of the cause for such range in opinions about SEARCH ENGINE OPTIMIZATION is the fact that individuals have different experiences when managing a campaign . Although right now there are plenty of anecdotal examples of companies which have built their entire marketing strategies around SEO and been successful, there are also millions of people who may have observed their SEO campaigns fail.
It’s almost impossible to measure the quantity of companies that exercise SEO (since “practicing SEO” is a vague term reliant on self-reporting), so it’s difficult to definitively state what percentage of businesses ultimately fail when practicing SEO.
Still, in my experience, the majority of SEO campaigns end up unsuccessful – that is, they don’t meet the expectations from the people managing them. Why is this the case?
High expectations (and quitting too soon)
One possible explanation is the fact that, going into a new SEO strategy, people set expectations that are too high. SEO experts and general marketing enthusiasts usually proclaim that SEO is really a near-perfect strategy. They claim it’s useful for every business, it’s cost-efficient and it’s capable of generating massive returns.
Although these claims are technically true, they set people as much as think that starting an SEO campaign is like flipping a light switch that instantly starts bringing people to your website. If you don’t see results right away, or if those results are disappointing, you might feel like the campaign is unsuccessful.
This is also the reason why a lot of marketers abandon their SEO efforts prematurely. SEARCH ENGINE OPTIMISATION is really a long-term strategy that takes months, or even years to fully take off. If you quit following a couple of weeks, you’ll be destined to fail.
Some campaigns fail due to the lack of effort on the part of the folks executing the campaign. Perhaps they believe that the strategy is risky, so they don’t want to spend too much time or money on it. Or perhaps they simply don’t have the skills or experience necessary to write high-quality content, build links and improve their website.
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Whatever the case, SEO isn’t a strategy that may succeed with fractional effort. The only way to get decent results from a campaign is to create a concentrated effort to produce large quantities of great work. It’s human nature to cut corners, then blame the technique for your own failures.
Competition (and no plan to avoid it)
Any business owner should be able to recognize the importance of competitive research and understanding the competition since it relates to your business operations. But too many of those business owners ignore the competition factor when planning an SEO strategy.
The reality is, most industries and many keyword terms are already being dominated by established players who have spent years building their domain authority enough to rank highly for target markets. If you want any chance of disrupting these players and displacing them off their entrenched positions, you’ll need a massive budget (and a targeted strategy).
Alternatively, you could come up with a plan to avoid the competition. For example, you can target a different audience segment, or you could strategically target a rarer set of keywords and phrases that your current competitors aren’t touching.
In fact, if you don’t have a plan for how to deal with the competition, it’s going to compromise your entire strategy.
Scams and black hat SEO
It’s also worth noting that lots of businesses fall prey to scams and companies practicing “black hat” SEARCH ENGINE OPTIMISATION . If a business owner does not have much personal experience in SEO, they’ll be likely to hire an external agency or even a contractor to help them execute the work. Naturally, they’ll gravitate toward professionals who are inexpensive — and/or those who promise big results.
Regrettably, these two avenues frequently lead to non-native speaking writers, people who abuse link schemes and “experts” who don’t care about the long-term reputation of your brand. While you may see temporary results in the early stages of your relationship with this type of company, eventually, you’ll be hit with a penalty — or your rankings will fall right back to where they “should” be. It’s a discouraging experience, but an avoidable one.
It’s a shame that so many SEO campaigns fail, but it doesn’t have to be the reality. If you’re patient enough to commit to SEO long-term, when you have a plan for the competition, if you carry out what you can to create great content, and you stick to third-party providers with experience and integrity, there’s no reason SEO can’t work for your brand.