Five reasons for the failure of SEO. Analysis of unsuccessful promotion experience with examples

Today, when customers who have negative experience in ordering SEO from other companies turn to us for promotion, it is quite difficult to surprise us. Unless to those, what bizarre and ridiculous external forms can arise in the relationship between two companies, between which there is no understanding.

Moreover, a client with negative experience is not uncommon and not a special case. Almost every third customer who contacts us can already tell us a lot of things about search engine optimization,

but practically nothing good. And with each of them we start communication with what the previous performer did not do: we ask about everything, and then we tell what was wrong and how we will work.

I have identified five fundamental errors, each of which is interconnected with others. Together, they create a cascade of problems and create a situation that is no longer possible to fix.

Reason 1. The customer does not understand what SEO is.

The customer does not understand what SEO  is almost always. The only exception is if he himself promoted the sites for at least a long time.

This is about the "explosive growth in sales", "the line of investors and partners", "high-speed take-off in the Top10" and other achievements "in just 2-3 months."

Virtually no one talks about the fact that SEO is a strict regime in which the site either lives or not. This is a continuous analysis of competitors and the fight against them, work with the site, ups and downs, these are experiments that give different results. He is additionally quiet that SEO won't drop the occasional decrease, won't drive you to purchase more costly than your rivals, and won't change the market limit.

Example 1. “Put my site in a prominent place”

The customer is sure that Yandex takes money for being in the issue. He paid the previous agency that stole the money, and nothing came to Yandex. Why did he make such a conclusion? Because the site did not appear in the Top10. The account manager was apparently so stunned by the amount that he did not bother to talk about how the search works.

Example 2. “We jumped halfway”

The customer complains (among other things) that the site has not overtaken the main competitor in Top3 for all the time. The fact that some achievements require years of struggle was explained to him so late that he still does not believe it.

Yes, it’s difficult: to tell a client who asks to take his money that he is not correctly imagining the process. But this is what a reasonable performer does if he does not want to get a tangle of negativity in three months, which he can no longer unravel - only cut it.

Reason 2. Improper goal setting and tool selection

At the point when we examine his negative involvement in the client, break down what was done to accomplish the principle objective of advancement, it quite often turns out that the objective was either not formulated at all or did not correspond to the means.

Website design enhancement is all the time sold "to be." At gatherings and topical workshops, we are informed that site improvement is the standard and must have for any business.

Subsequently, the customer is sure that without SEO there will be no deals. And sometimes the customer simply cannot formulate why he wants in the Top10. SEO is perceived as an incomprehensible key that should universally open all doors.

In reality, for a quick start of sales, the online electronics store does not need search engine optimization, but Yandex Market. It is more important for a large plant living on state orders to participate in tenders than to move on request "buy rocket engines." A bar for promoting a New Year's party should work on social networks, and not try to get into Top10 in two months at the request of "New Year's party Moscow."

Example 1. “There is a top, sales were, but ended”

The company is engaged in the installation of refrigeration equipment, equips ice arenas and other complex facilities. In the first year of promotion, they received a good order from the search, were convinced of the effectiveness, and paid for promotion for vital requests for another year and a half, in the hope that success would be repeated. Not repeated, disappointed, looking for a new artist. And you just need to look at Wordstat and understand that there are no customers in the search, including for vital requests.

Example 2. “The top does not lend itself in any way, there is no sales”

Delivery of rolls cannot go to the Top10 for more than a year, pays a lot of money for SEO, it collects orders from the second page of results poorly. The main applications come from the targeted "carousel" in VK. Context SEO agency did not offer, do not engage.

No matter how hard it is to admit, but there are customers who don't need SEO services. And these customers need to explain why they need to think about other tools, and what these tools are.

Reason 3. Wrong KPIs

This problem goes hand in hand with the previous one. When a goal is defined, it comes into standard conflict with the definition of KPI (key performance indicators of an SEO company).

Customers come with the same complaint to the previous contractor: “No sales.” We find out the details, and find out that this is not entirely true. There are orders, just not to the extent that the business is interested in and not at all where it expects to see them.