Here are 4 of SEO’s Most Difficult Parts
SEO is difficult. There’s no getting away from that fact. Any business looking to boost their online marketing prospects needs to employ an SEO expert. There are no plug-ins or other shortcuts to craft an SEO campaign that gets real results.
If you’re getting started with SEO, it can be difficult to understand what you need to do. Whilst we would always recommend employing a professional, it’s ideal if you already know about the challenges presented by SEO.
- Finding the Right Information
SEO is the heart of online marketing. Without it, you can’t hope to grow your business at the rate you want. Due to its size and importance, it’s attracted a lot of so-called ‘experts’ who think they know what they’re talking about.
Finding the right information can be a minefield, especially for a novice. There are certain resources we would always recommend.
Firstly, look at the Webmaster Guidelines provided by Google. This will detail all the basics of SEO and what you should look out for. You don’t need to understand all of them, but understanding the basic ideas is a must.
From here, it can get tricky. Take a look at the following resources:
- Search Engine Land.
- Rand Fishkin’s Whiteboard Fridays.
- SEO by the Sea.
There are many high-quality websites to learn about SEO, but there are also a lot of websites that can send you in the wrong direction.
Sometimes the problem lies in the speed of the updates. You may have a situation where a site with good intentions gives out the wrong information because Google has changed the rules and the site’s owners have failed to update their information accordingly.
Whenever you find a new resource, take care to inspect the website for quality first.
Discover what other people think of SEO resources before you start listening to them.
- Integrating SEO into Your Business
Learning the facts about SEO is no more difficult than picking up a book on SEO and reading it from cover to cover. This isn’t going to get you the results you want. SEO experts do far more than simply implement facts and principles. They understand SEO is a part of your business, and it must become part of the fabric of that business.
Anyone can Google the answer to an SEO question.
The difficulty with SEO is taking the facts and integrating them into a plan specific to your website. There are no standardized plans or strategies. You need an SEO strategy tailored to your target market and goals.
On top of that, you have to take into account what areas of SEO to concentrate on. If you focus on one aspect, you’ll get a better ROI in one or more key areas. Change the focus and you’ll get a better ROI in a different area.
Unless you intend to employ a whole team of in-house experts, you can’t target every aspect of SEO equally.
Finally, facts aren’t enough in SEO because it’s always changing. You’re never going to have access to a fully updated guide that tells you about all the latest algorithm changes as and when they happen.
SEO experts use what they’ve learned to interpret change and determine what they need to do. Only someone with knowledge of the field can do this successfully. Business owners, even if they study some of the principles of SEO, won’t have the skills to manage this.
The organizations having the most success with SEO are the ones making it a part of their every department. These are some of the departments where SEO can play a role:
- Branding and communication.
- Content marketing.
- Business development.
Our SEO teams attempt to make your SEO campaign conform to what the rest of your company is doing. You can’t start a marketing campaign and slap SEO on the top as an added extra. It doesn’t work like that and will only lead to sub-optimal results.
- Selling the Campaign
An SEO campaign is an expensive venture to pursue. Attempting to sell the campaign to the people you work with is a challenge. There will always be skeptics who don’t understand what you’re doing. Sometimes a lack of understanding can completely derail a project.
Once you have decided on what you need to do to make your SEO campaign a success, you should aim to condense your SEO pitch into something you can explain in less than five minutes.
Even when you have the help of professionals, you need to explain it in a way the average person can understand.
This is particularly difficult as a small business because everyone works so closely together. It’s commonplace to have multiple decision makers. For example, a husband and wife may be running a small business together. To make an SEO campaign work, everyone has to be on-board with the idea.
To negotiate this problem, you should endeavor to understand the areas people have difficulty understanding. Once you’ve pinpointed that, you should aim to provide an explanation in a language they can understand.
- Doing the Right Thing
Some people mistakenly believe that if a site is ranking well it must mean they are doing everything right. Not the case. Google’s Webmaster Guidelines are essential reading for anyone who wants to check that they’re sticking to the rules. Google enforces its rules with impunity, so if you do something wrong, you could lose months of work in an instant.
This is another reason why we highly recommend employing someone who knows what they’re doing to manage your SEO campaign. They will be aware of any and all changes that force you to take a look in another direction.
At the same time, it’s vital you know the basics of white hat SEO. Some companies invest in grey hat and black hat SEO. If you’re punished by Google, it’s you who will have to face the penalties. Ignorance of the rules is no excuse in the eyes of Google, even if you’re not a professional.
The chief difficulty in always doing the right thing is looking at a competitor and resisting the urge to follow their tactics. As already mentioned, just because someone has success doesn’t mean they’re doing things right.
The important thing is you don’t blindly follow them. Google always catches up on these websites sooner or later. Even if they manage to rank better than you for a few months, a major Google penalty could remove them from the search index entirely.
The best course of action is to do things by the book, and ensure the SEO Company you employ is also doing things by the book.
Some of the shady tactics that could lead to you receiving penalties include:
- Keyword stuffing.
- Irrelevant backlinks.
- Too many anchor links.
- Low-quality content or ‘spam’.
You may think these rules are obvious, but at one time all of these tactics were perfectly valid and legal within the world of SEO. Most sites used them in order to get an edge over their competitors. It was only through the introduction of Google Panda that these tactics were entirely phased out.
So how should you make sure your SEO Company isn’t engaging in any of these tactics?
It’s simple. Conduct research into anyone you employ to run any aspect of your business. SEO is no exception and you can do this even without any real knowledge of SEO.
Here are some golden rules for what to look for from an SEO company.
- Do they promise instant or quick results? If so, look away. SEO is a long-term process and you won’t notice any immediate results.
- Are they clear about the tactics they use? A company may have something to hide if they’re continually refusing to say anything specific about how they get results.
- Will they understand your company? The key to SEO is to understand a company’s industry and its audience. Good SEO companies always study the fields and audiences of their clients.
The best way to do the right thing is to research a range of companies before committing to any of them. Look at what others are saying about your choices and act accordingly.
These are the four most difficult areas of SEO to master. They all have the difficulties associated with full integration into your business in common. The biggest misunderstanding in SEO is that it acts as a separate marketing entity.
SEO provides valuable insights that can influence the products you create next, who you target, and the branding of your company. Without SEO being fully integrated into your company, you’ll find it extremely difficult to progress at the rate you want.
This is why it’s wise to employ a team of SEO experts to take the weight off your shoulders. We are a SEO company with a team of professionals possessing strong reputations for giving clients the growth and the results they’re looking for.
If you want to transform your company and take it to the next level, contact us today to find out more!