Top 5 Reasons Organizations Fail at SEO

5 Reasons Why Organizations Fail at SEO - Kansas City

SEO seems to be a pretty common term these days. (Finally, people know what I do!…wait…do they?) As digital marketing continues to skyrocket with interest from small and large companies across the globe more and more marketers are joining the workforce to help them find success online. This brings the out all the training tutorials, e-books, SEO software, and every other gimmick you can think of to get people to focus on learning SEO rather than actually doing it.

I have encountered so many great companies that have a good understanding of SEO and how it works, but they just are not finding success. Below are the most common reasons that I have found are the cause of their SEO falling short.

5. You Never Get Out of Planning Mode
There is no doubt that you must create a solid marketing planning to execute for your website that should include SEO, PPC, Social, and a list of other pieces.

The most common issue here is that planning mode just keeps spinning like a broken record and things like basic on-page optimization don’t get addressed until months down the road if ever because they are STILL being discussed.

4. You Preach Best Practices, but Don’t Have them Implemented
Number four ties into being stuck in planning mode and has become a huge issue for more advanced SEOs. The sights are focused in on big ticket items like content development that the “little” things like the XML sitemap and Webmaster Tools verification are overlooked.

I’m sure you are looking at mine now…Judge all you want, but I don’t always practice what I preach on this blog. I save my magic for my clients and privately owned websites.

3. You Think Having Tools Means You Will Rank 1st
I love Rand and the Moz team. I have been with them for years now and even had the chance to sit with him at lunch at SMX Seattle. They are doing great things there and any SEO agency or team that is not using Moz Tools should be ashamed of themselves….True story.

With that all being said. Purchasing Moz Tools does NOT mean you will Rank 1st in Google. It doesn’t do the work for you, provide you with secret Algorithm sauce, or call Google for you. It is simply an outstanding tool that helps YOU do the SEO work needed to climb in the search results.

2. You Think SEO Is Getting Links to Your Site to “Trick” Google
Clients or SEOs that are still focused heavily on links and nothing else make me want to jump out of my window. It takes so much energy to educate them on the other important factors that need to be implemented for solid SEO that you need to determine if it is actually worth your time. Often times, at least in my experience, they aren’t paying you enough to do the work and educate them on why you are doing other things than just building “10,000 links with keyword rich anchor text” to their website.

1. Your Team Roles are Not Clearly Defined
The number one reason that I have seen organizations struggle with their SEO is the structure of their teams. From local restaurants all the way up to pharmaceutical companies there can be a miss in how marketing teams are structured. More commonly known as “too many cooks in the kitchen.”

Whether you are maintaining SEO in-house or working with a vendor you MUST clearly define roles with your team. There is going to be cross over from SEOs, Social Media Analysts, Copywriters, and PPCs. Figure out who is going to do what and then assign the tasks out accordingly. If these roles are not clearly defined you are going to find that projects are going to get bottled necked on one or two people, plates will overload, and most importantly opportunities will be missed!

Keep Ranking.

Is Content Really Still King of SEO?

If you have been anywhere near the world of SEO for more than 1 hour I am confident that the phrase “content is king” has been mentioned at least one time. For almost a decade now adding new content to websites with keyword rich optimization has been the biggest factor to help boost a website’s performance in the search engines. With all the wild Google animals running around these days, like Panda and Penguin, who knows what really makes a difference anymore. Does SEO even work anymore? …Take a deep breath.

It is pretty easy to get scared away from adding new content to your company website or even blog with all the scare tactics that Google continues to put out in the industry via sources like Matt Cutts. If you take the time to read between the lines you will see that they aren’t targeting (at least intentionally) legit businesses that are adding truly relevant content to the internet. The biggest thing to keep in mind when planning new copy to be written is “don’t write crap” just so you rank better. Write content that is actually going to help someone. Whether it answers a question about your service, inspires them, or points them in the direction of a resource they can use your content needs to have some type of purpose for its life.

Makes sense, but does any of that mean that content is still the King of SEO? Yes, it does and here is why. You can’t rank a one page website for multiple keywords/phrases. There must be multiple pages on a site that are focused on the different topics that people are search for. With without content of any kind on these topics you will never rule the search results for the keywords you dream of.

All Types of Content Can Rule
When thinking about content, don’t just think about plain text as your only source. Make sure to mix in video, audio, infographics, and anything else that could be useful to your users. This will not only give you a more interesting page, but now you are creating true “Link Bait” that people may share on their social profiles or link to on their websites, which ultimately helps your SEO even more.