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SEO willNOT Help You
5 Reasons Why
Presents
A large part of our businessis conducting professional
Search Engine Optimizationservices for small and
medium-sized businesses.
So you might be surprisedto learn that we talk
ourselves out of more SEOprojects than not. Or, more
accurately, we talk ourclients out of doing SEO.
Many people see, hear and read about variousSEO success stories from friends, colleagues
and business associates and think, “Hey, soundsgreat. How can I use that for MY business?”
The problem with SEO, probably more than any otherInternet marketing tactic, is that it’s often the wrong toolfor the job. No matter how bad you WANT it to be theanswer to your problems and help you increase sales
--- it’s just not going to cut it.
SEO IS NOT ALWAYS THE RIGHT TOOL FOR THE JOB
To help you evaluate whether SEOcan be part of your well-rounded
Internet marketing strategy, here’s 5reasons why SEO will NOT help you:
The whole foundation of SEO is to positionyour webpages to be the answer to the
question regarding relevant searches. If theproduct or service you offer is something sounique or made up, you can’t leverage SEOfor the simple reason that nobody knows to
search for it.
1. You Have a Made Up Product:
Case in point was a company that came to us to implement anSEO program for “Dog Wine.” The problem is two-fold: Wineis actually bad for your dog so nobody would be looking forthose keywords together unless maybe it was for “Dog winepoisoning.” Secondly, the product wasn’t actually wine at allbut a type of gravy commonly sold to spruce up kibble. So
while the product was real and perfectly OK to feed your dog,the association between the made up product category (dog
wine) and the actual product (a kibble additive commonlyreferred to as “dog gravy”) was beyond the scope of SEO.
1. You Have a Made Up Product:FOR EXAMPLE:
2. Low Search Volume:
The biggest issue we find is that thekeyword phrases associated with the
company’s products and services are inlow demand.
2. Low Search Volume:Nobody wants to hear that what they’re selling is not in
demand or the greatest thing since sliced bread. SEO exposesweaknesses in branding and product positioning. SometimesSEO is considered a panacea for a weak product offering or
non-existing branding campaign. SEO can’t perform magic, andcertainly can not create demand where little or non exists. SEO
works best when you have a product or service withwell-articulated BENEFITS to the person doing the search,
since most searches start with “How do I …” or “How to…” Bethe answer to that question assuming it’s even being asked. Our
keyword research will expose those weaknesses right away.
3. No Supporting Efforts:Search Engine Optimization has
become increasingly complex in thatone-time efforts, while still
important, aren’t enough to sustainany short term success.
And with the rising importance of social media’s impact on SEO,
businesses will need to invest in ongoing social media efforts to boost
their baseline SEO results since all the major search engines have
gone on record that social media signals going in and out of a website
are a validation of that site’s authority on a particular subject (and set
of keywords). So to invest in SEO is really a baseline step that needs
to be reinforced with social media marketing and content marketing
and blogging on an ongoing basis.
3. No Supporting Efforts:
4. Website Design is Not Set UpFor SEO:
The number one SEO problem
related to website design is when
all products and services are
listed on a single page.
In order to perform proper SEO, each product or service must have
it’s own page since proper onsite SEO requires unique META tags,
title tags, keywords, etc. Another hurdle is when clients have
Flashheavy websites or resist placing actual text and words on the
site preferring mostly pictures. SEO is about content, mainly text.
4. Website Design is Not Set UpFor SEO:
5. Need Results Immediately:
SEO can taketime to take
effect.
5. Need Results Immediately:
The very nature of GOOD SEO practicesis to try and mimic organic linking and
social media activity in as natural meansas possible. That means slowly, and
gradually. And even then, it can take thesearch engines weeks and even monthsto index your site and move it up in the
rankings — if at all!
5. Need Results Immediately:
So if you have a special event or you’replanning a product roll out or other
timely event, SEO isn’t going to be yourticket to the top. You’ll be better
implementing a Pay Per Clickadvertising campaign or maybe an
email marketing campaign combinedwith social media to make things
happen on YOUR schedule.
Taking these 5 tips into consideration, SEO can be a verypowerful tool in your Internet marketing arsenal. But it’s
not the end-all be-all.
To SummarizeYour SEO Efforts