Industry News & Trends

The end isn't here for the search engine optimization industry, but individual fallout can be seen just about everywhere.

Search engine optimization just isn't for everyone and it shows. If you don't want to play the game, don't hand out the cash.

From what we've seen, the 5 biggest obstacles to search engine optimization are:

1. Unwillingness to Implement Changes
2. Website Design and Architecture Flaws
3. Inability to Attract Links
4. Website Age
5. Wrong Keywords

1. Unwillingness to Implement Changes

Don't spend weeks looking at 12 sides of a keyword (you won't find that many anyway) and neglect to change the website to accommodate the precious stockpile of search terms.

Many companies hesitate to include certain keywords in the visible text because they want to "protect the brand equity." Actually, it has little to do with brand and more to do with the fact that we're simply creatures of habit. Businesses can't accept the fact that they're copy isn't in line with the way people search. If your content lacks a plural form, for example, change of the text. It's not that difficult. Change is good.

2. Website Design and Architecture

We've worked with more than one client who insisted that the site structure couldn't change. It's too bad actually. We can't help the fact that someone built the website without search engine optimization in mind. Convert the navigation and page headers into text. It's that simple. Improve the cross-linking between pages. It's that simple.

If you don't, it's like saying, "We'd rather have lower rankings and less traffic. We're comfortable with those goals."

3. Inability to Attract Links

Don't be embarrassed if you can't figure out a way for people to link to you. Why should they link anyway? Do you have anything worth linking to other than a page that shouts: "We're in Business. How About a Link?"

Create white papers, guides, controversial articles, tools, games, etc. Find something worthy of an inbound link.

4. Website Age

You don't need to be an old sage, but old age helps a little in this business. If your website has long been crawled by the major search engines, you very well may rank better than the average guy. Are you the new kid in town? Give it time. Expand your content. Generate inbound links. Market your website multiple ways. Google won't be your next best friend right away.

5. Wrong Keywords

Just because another website ranks for a competitive keyword or phrase doesn't mean your website deserves to be right up there with them.

Maybe their website vital signs are just better (site age, number of pages, amount of content, inbound links, etc.).

Well-established websites can go after major keywords if they've had their head in the sand and simply failed to pursue search engine optimization. Sometimes they just need to improve their page titles and visible text headers to get a big traffic lift.

Other sites should include some pie-in-the-sky search phrases, but take what traffic you can from the longer, less competitive keywords.

Sign up for our free guide, "Search Engine Optimization and Pay-Per-Click (PPC) - A Holistic Approach".