Why is my SEO not working?

All too often we hear the refrain ‘my SEO is not working’ from new clients. But what does that actually mean?

There are many metrics to measure and external factors that can influence your SEO – including Google themselves making adjustments every 5 minutes. Just when you think you have a killer SEO strategy, Google updates or changes something to try and trip you up.

The bottom line is, it shouldn’t matter that Google will now be making updates constantly; if you have a strong search engine optimisation strategy, you should reap the benefits.

SEO is often over complicated, but it isn’t brain surgery. It is actually as simple as it has always been to be ranked for the keywords relevant to your business. How? By following all the best practice guidelines and focusing your efforts on logical reasons why Google should rank you higher.

Ask yourself the following:

1. What are the goals?
2. What are your expectations?
3. What are you achieving?
4. What are you measuring?

If you are struggling to answer these it may be because either you are not tracking and analysing things in the best way, or you have not thought about these questions and your expectations are based on gut feel rather than reality.

All too often we over expect from SEO:

“If I can get to page one for “car insurance” I should increase my sales by 150%”

Why should this be the case? If you bid to appear on page one for PPC, in most cases any position below 5 or 6 gets a limited volume of traffic. Position one on Pay Per Click and SEO gets the lion share of clicks. But position 10 on SEO appears right at the bottom of the page once the user has scrolled to find you – good luck!

We need to understand what the realistic achievements are and build long term effective SEO strategies across multiple keyword sectors relevant to:

a) Your products and services
b) What users are searching for

It is the combination of thousands of extremely relevant keywords being ranked highly that makes the difference, not a handful of generic terms. This is backed up by the algorithmic changes Google is constantly rolling out and how Google can determine why your site should be ranked higher than anyone else. Keep in mind the magic combination of Relevance, Rich Content and Good Website Architecture and Navigation.

Ask yourself if your SEO is really not working, or if you’re suffering from a lack of definitive targets and their measurements, that can give a much clearer picture of where you are and where you should be aiming.

Rachel Mepham
With over 15 years’ experience in Digital Marketing, Rachel heads up the team at Digital Clarity. With a deep skill set in the Paid Search, Social Media and Analytics, Rachel is regarded by both clients and peers as one of the most experienced and prolific women in the UK digital space. Her approach and application to digital strategy planning has been used by some of the biggest brands as well as leading advertising and marketing agencies.