10 Reasons SEO Didn’t Work For You

Just like affiliate marketing, SEO often gets a bad rap for being shady, spammy, and full of snake oil. And just like affiliate marketing, SEO gets this reputation because there are too many self-proclaimed SEO experts out there who don’t know squat, and there are too “many do-it-yourselfers” who read a blog post or two, try to do it themselves, and then wonder why they didn’t get any results.

Basically, good SEO requires a very strategic, tiered, and well-thought campaign. This means that there are a lot of wrong turns for inexperienced SEOs to take. Here are 10 of the most common mistakes made by people and brands trying SEO.

1. You Were Too Impatient

Like most marketing efforts, SEO isn’t a quick fix. Rather, it’s something that requires ongoing effort.

In fact, in my experience, it takes at least 3 months to even begin to see quantitative results from SEO, and about 12 months before you start making your money back. Just consider this, if there’s an opportunity to make money by ranking well, that means that the niche is competitive, and competitive niches aren’t dominated in less than a year — never mind a mere quarter.

2. You Were Too Cheap

Just as SEO isn’t a quick fix, it’s also not a cheap one, either. Of course, how much you have to invest in SEO to be competitive depends on your niche, but it is something that’s going to require at least 10 hours a week (and probably more) over the course of 12 months.

The cost comes from the need of resources. Either you are going to hire someone (or several people) to work in-house on a full-time, permanent basis, or you’re going to work with an SEO agency, in which case you’ll be spending at least $5K/month (or more depending on how competitive your niche is).

The point is that SEO is an ongoing investment, and you’ll only get out of it what you put it.

3. You Didn’t Do Your Research

A common SEO mistake that companies make is that they optimize their sites for the wrong words:

First, they might invest a lot of time and money into optimizing their site for terms that they think their target users are searching for. But if you don’t find out the search volumes of your targeted terms and related terms, it’s like taking potshots in the dark.

So use tools like the Google Adwords Keyword Tool to get quantitative keyword data that can help you identify valuable keywords. While global and local search volume data will tell you what people are actually searching for, average CPCs will tell you what keyword variations advertisers are actually investing in.

Second, Companies often optimize for keywords that have high search volume, but poor conversions. Basically, just because some keywords have high search volume, it doesn’t mean they’re high value / targeted. For instance, some of the highest volume keywords include “free”, but you can’t make money off of users looking for free products.

So before investing too much in a certain set of keywords, look at your organic keyword traffic in Google Analytics, and identify the keyword combinations that have high conversion or goal completion rate. This will help you identify lower search volume keywords that convert at a disproportionally high rate.

4. You Tried Batting Out of Your League

SEO can also be like dating (and baseball): if you keep going to bat out of your league, you’ll keep striking out. In other words, if you target the most competitive terms right off the bat, you’re going to set yourself up for failure because it’ll take a lot of time and money before you rank well on them, and a very long time to see an ROI from your SEO.

Basically, once you know what keywords have high search volumes and average CPCs, find out how you rank on them. If you’re ranking on page 37, it’ll take you a lot longer to climb the rankings than if you’re on page 5. So start with the “low hanging fruit”, and as you get to the first page for those terms and see an ROI, you can start targeting the more competitive terms.

5. You Didn’t Do Onsite Optimization

Before you can even begin a serious SEO campaign, you have to make sure that your onsite is flawless. Your site is the foundation you’ll be building your SEO house on, so make sure it’s strong and unshakable.

Be sure that, at least, all your top-level pages have page titles, meta descriptions, and copy that’s targeted for your highest value keywords. But don’t stop there. There are countless other problems your site might have (such as duplicate content, page structure, and load times) that if you don’t address, will cause your rankings to suffer.

In a nutshell, if your onsite SEO sucks, it won’t matter how much content or how many backlinks you’ll have. I mean, sure, you might still make page one of the SERPs, but you’ll never make the top 5 of top 3.

6. You Didn’t Build Links

That being said, a lot of companies have very well optimized sites, but fail to go an procure backlinks. At the end of the day, if you want to rank well on certain, targeted terms, you’re going to need backlinks that has those terms as the anchor text.

So once you’ve optimized your site, start planning ways to attract backlinks. Think linkbait or guest blogging or whatever, but come up with creative ways to continually attract backlinks with targeted anchor texts to the pages you want to rank.

7. You Built Crappy Links

Of course, just because you built links, it doesn’t mean that they’re any good. You see, when you get a link to a page that you want to rank, that link should have 3 features:

  1. it should have targeted anchor text
  2. it should be from a page/site that’s related to the keyword
  3. that page/site should rank on some variant of the keyword

So if your linkbuilding strategy involved mostly submitting content to general article submission sites or guest blogging where your byline featured your brand name as a link, you probably didn’t see great results. For starters, article submission sites are too general and often don’t rank for anything, and secondly, you probably already rank for your brand name.

8. You Stuffed Links

Here, we’re not talking about hacking a site and stuffing it full of links to your own site. Rather, we’re talking about submitting articles and guest blog posts to other related sites.

You see, the first backlink that Google indexes on a page a site/page counts for a lot more than every subsequent link it indexes. In fact, often the first link is the only that Google counts.

But what a lot of people do when they submit guest blog posts is stuff in links in to include their brand name and all their products and services. For example, many bylines on guest posts read “John Doe is the CEO of ‘Brand X’ which specializes in offering ‘keyword 1’ and ‘keyword 2’ to brands across the world.” So the only thing that Brand X is going to rank on from these links is “Brand X”.

So when you’re building links, don’t bother getting more than one link from any site/page. And if it is a byline that’s describing your company and services, don’t bother linking your brand name; rather, just link targeted keywords to your relevant product/service pages.

9. You Bought Links

Okay, so building links isn’t cheap. It takes time to create linkbait or to find relevant sites, build relationships with them, and then submit valuable content. So a lot of people just buy links.

The thing is that Google frowns on paid links most sites that sell links don’t do a very good job of hiding it. They have too many unrelated, spammy links on their site, and those same links often appear on a bunch of other sites in very similar places.

So when Google suspects a site of selling links, three things can happen: (1) that site gets penalized in the SERPs, (2) those links don’t pass any juice, and (3) the sites being linked to can also get penalized. So if you’ve been buying links through a network or just directly from other sites, there’s a good chance that Google is on to you, and all that money you’ve spent not only went to waste, but did you more harm than good.

10. You Had No Social Links

In a nutshell, social media is an important part of SEO because Google trusts links created by actual users/human beings. What this means is that if you only have links with targeted anchor text and no untargeted social links from actual users, Google deems that your site isn’t actually that relevant to actual human beings, and your rankings will remain limited.

Now, the strongest social links come from social news and bookmarking sites, such as Digg, Reddit, and Delicious. And the way you build them by creating engaging content that can go viral on these social sites.

There are three things, though, that you should know about these links: (1) they feature anchor text that is completely untargeted (e.g. the page’s or post’s title), (2) they are sometimes nofollow or (3) 301 redirects instead of direct links. But when a page amasses hundreds of them by going viral, Google sees that as an indication that the page in question is, indeed, popular and relevant.

So while these virally popular pages won’t be your product pages, they’ll help your domain amass more pages with PageRank. This, in turn, will boost the overall trust and authority of your domain, and help all of your pages rank better.

SEO is Not So Easy

Granted, SEO is not rocket-science. But neither is NASCAR. So just like you wouldn’t jump behind the wheel of a stockcar and expect to win the Daytona 500, you shouldn’t expect to just dive into SEO and dominate the SERPs in your niche.

Rather, SEO is a rather delicate and nuanced thing. You have to understand your industry inside out, and then you develop a very strategic, tiered, and well-thought campaign and give it time to work. Otherwise, you’ll end up throwing your money and time away or, worse still, getting yourself banned from Google.

About CT Moore

A former Staff Editor here at Revenews.com, CT Moore is a recovering agency hack with over 8 years experience leveraging search and social media to help brands meet their business goals online. By day, he heads up Search and Social at Publikit, a boutique web dev agency in Montreal, and runs Socialed, a digital consultancy that provides strategy to both SMBs and enterprise level companies in the tech, entertainment and travel industries. CT has worked with both start-ups and multinational brands alike, including Acquisio, Microsoft Canada, and Luxury Retreats. CT is also an accomplished blogger, podcaster, and speaker who educates groups and companies on how they can effectively leverage different online channels.

Twitter: gypsybandito
  • http://www.thehotiron.com/ Mike Maddaloni

    This is a great article, moreso for those who hire someone to do SEO than those who may do it themselves.

    mp/m

  • http://www.montrealcopywriter.com Jason Laloux

    For me, the biggest problem with SEO is the time. Waiting a year for substantive results for an SMB just isn't an option.

    So the way I approach SEO is to do onsite the best I can, and then just do social. Then hopefully Google figures what my product pages are most relevant for.

    But seriously, $5k/month or a full time employee, if I have those resources, I'd rater invest them in something other than SEO.

  • Pingback: Top Ten Google SEO Ranking Factors

  • http://www.2wealth-2freedom.com Mike SEO Strategist

    Most website owners have no idea how to use SEO marketing strategies to optimise their marketing stuff. And sometimes if they do, they don't have an objective view of the business they are involved in. Read about SEO marketing strategies to achieve top 10 rankings in the search engines results to drive more traffic to your online store…

  • http://www.revenuerobot.com Revenue Robot

    you hit the nail on the head when you said… "(1) there are too many self-proclaimed SEO experts out there who don’t know squat, and (2) there are too “many do-it-yourselfers”
    i don't know how many times I've come across both of those scenarios…
    great article!

    • http://www.gypsybandito.com CT Moore

      Thanks Mr. Robot man!

  • http://multitactik.com martin

    Thank! True when RR sais too “many do-it-yourselfers” … the time also too important… mean $$$!

  • http://www.poweredbysearch.com Dev Basu

    CT, you really do drive the point home for folks who push SEO to the side and say it is a scam or doesn't work.

  • Deni Kasrel

    CT, wow great post. You really nail many the reasons that SEO is a bust for certain people or businesses. Indeed, putting impatience as the #1 problem is sooo on point. As in many instances, patience is a virtue with SEO.

    Meanwhile, a couple more items that could go on the list:

    You didn't pay attention to what your competition is doing – You need to be aware of what your competition is doing SEO wise and then figure out how to beat their efforts. This is a part of research separate from keyword research, but just as important.

    You only had one gameplan — Things change fast on the Web. The players change, the audience changes, technology changes, media changes … what works best today may not hold up in the long run. You need to stay on top of your performance and adjust as necessary.

    You didn't

  • http://eaccountableopm.com Durk Price

    Great post. Patience has been a long lost friend in the industry. One thing I don't think you stated is that there is MORE competition out there for each keyword, PPC buy, affiliate offer and etc. How many people are marketing in your vertical now as compared to 3 years ago, 2 years ago, just last month. Everything is getting more competitive and Google is requiring higher quality pages as a result. Be solid, be unique, be consistent, be patient…

  • http://www.designinglabs.com rahul

    Great post and I fully agree with you that SEO requires time we make biggest mistake here. Patience are required for getting results in SE.

  • http://duskic.com Goran Duškić

    Great post by CT Moore. It's very important to educate and create awareness with clients, so that they understand there are no shortcuts in SEO.

    @Deni Kasrel – You nailed it. Being in the top 3 results means you are above hundreds of other results, so you better know what you are up against.

  • http://massrealestatenews.com Bill Gassett

    Great job with your article. There are many good places to get links if you know where to look. Most people don't have enough grasp of SEO in order to really help their business. I have been studying the subject now for 5 years and it has been a boon for my business (Real Estate). I will send this to my social networks for you:)

  • http://www.uptodateseoservices.com SEO services

    great article.i am agree with u.

  • http://www.ferreemoney.com/ Video SEO

    Most Top 10 list kinda suck, this one was GOOD and I like how you are candid and not nilly willy with the facts – that’s the same I would have done it.