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Why Your SEO Campaign is Failing?

 

Not getting the results from your SEO Campaign?  It’s time to revisit your SEO strategies before it’s too late.

Here are the few reasons why it might be happening?

  • Outdated, Complex, Poorly Structured Website.

One the most common reason for SEO campaign failure is the outdated, complex and poor structure of your website. Remember, if your users require making three or more clicks to get to the page they are interested in, or it is difficult for them to navigate through the website then it may result in increased bounce back rate.

How to Fix it?

Few best practices to improve your website structure are as follows

  • Make sure main pages are available from home page.
  • All Pages should follow a logical and predictable order.
  • Use Breadcrumbs navigation
  • Improve crawlability through code optimization

By following these best practices, Google algorithm may aware your website “site links” that may significantly improve your ranking on search engine.

  • Slow Speed.

The loading and navigation speed of your website is another important factor that may increase your bounce rate. You may check it through “Google Page Speed Insight tool.” By improving loading and navigation time, you may see significant improvement your ranking.

How to Fix it?

You may take following measures to increase the speed of your website.

  • Get Better Website hosting, or upgrade your Server.
  • Optimize your code
  • Reduce/Compress images size
  • Avoid using redirects.
  • Host large files on external hosting, and deliver images through content delivery network ( CDN)

Your Website is not Responsive (Mobile Friendly).

 As Mobile users have overtaken desktop users, Mobile friendliness has become one of the most important ranking consideration. Google has recently introduced “mobile first indexing” that gives the mobile friendly website an edge over others. Therefore responsiveness design should not be ignored.

How to Fix it?

  • Use dynamics, responsive website design.
  • Follow AMP (Accelerated Mobile Pages) principles
  • Design your website based on Progressive Web Apps

Your “on Page SEO” is not Spot on.

If you have not nailed your on-Page SEO elements and have not followed the best practices, then it may be dragging your website ranking down. You URL might be confusing both users and search engine. In addition to that, there may be a problem with your meta tags and link building. You should not consider it complete without valid link structure.

How to Fix it?

  • Avoid numbers in URL; it should be clear, simple and short.
  • Make URL, Predictable, logical and guessable.
  • Make reasonable use of Keywords, while avoiding underscores in URLs.
  • Use Unique title tags for each page.
  • Use Maximum 60 characters in your title tag.
  • H1 headline should be different from title tags.
  • Use only relevant link, don’t use them excessively.
  • Anchor text should be comprehensive, natural and relevant not over optimized.
  • Remove broken links.

You don’t have Good Quality Content.

The content of your website is most important ranking factors that must not be ignored. If you have all other factors right but without good quality contents your SEO will not perform as per your expectations.

How to Fix it?

  • Keep your contents updated on a regular basis.
  • Ensure your contents are of high quality.
  • You should not have thin, duplicate, short or irrelevant content.
  • Your contents should be able to convert visitors into customers.
  • You should create detailed buyer profiles based on their persona.
  • Content should speak to buyers according to a different stage of their purchase.

Your Keyword strategy is not working.

Your keyword strategy should be developed carefully to match user`s intents.  It may not work due to targeting keywords that are too much in competition, or there is not enough search volume for selected, or you may be overusing keywords, or you are not getting help from analytics to develop appropriate strategies.

How to fix it?

Don’t just focus keyword search volume for keyword strategy; these are hard to rank with low conversion rate.

Consider implementing “Hub and spoke” keyword and content strategy.

Your Website is Penalized by Google.

If you see a sudden or sharp drop in ranking of your website, your page rank has dropped for no particular reason; then you should assume it may have been penalized by Google due to several reasons.

How to fix it?

  • You should try findings out what might be the cause of this penalty and try removing that
  • You may have to suspend your all other SEO activities temporarily.

Conclusion.

Failure of SEO can be due to various reasons however Poor website structure, speed, contents, on page SEO, selection of keywords, are all the major factors that contribute to SEO campaign failures. You should revisit your SEO strategy time to time to evaluate, what`s working and what`s not. The most important thing is to keep working on it regularly.

Summary.

SEO trends are changing with changing human search behavior. That means SEO strategies, techniques, will also change time to time with changes in Google algorithms. There might be various reasons for SEO failures while most common are poor website structure, navigation, and speed, contents, keyword strategy or penalization from Google. To rank your page higher, you must always take care of each of element while you will need long-term, continuous effort in making your website fully optimized for search engine.

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