Why SEO Programs Fail So Often.
It’s math. Really, think about the numbers for a minute.
Lets say you are an accountant that offers bookkeeping and tax preparation. You want to get into one of the top 3 ranking spots on Google for “bookkeeping (in your city)”.
Why one of the top 3 spots ? Because those are the positions that will actually deliver traffic. The rest will at best bring in a dribble of visitors.
Okay, so how many businesses in your city offer bookkeeping (or whatever you do). ? Maybe 500 have web sites that google has indexed. So your odds start at 1 in 167 that you will be in one of the top spots. Based on that it’s not a bet you want to take. And these numbers don’t even start weighing in the advantages many websites have over yours before you even get to the starting line, such as, the fact they have had a site indexed and well-respected by Google for maybe 10 years. Huge advantage to the competitor here.
Now, how many of those other businesses have used an SEO or worked on their site to improve its ranking or traffic? I don’t have the answer to that, so lets just assume that all the other 499 business owners receive just as many emails and phone calls about Google rankings as you do every month, and that they, like you, eventually will give in to the constant buzz and give it a go.
The point being, a bunch of your competitors have already made the original journey down the SEO path, and in maybe 200 of 203 cases are NOT in the top three. Also add in the reasonable assumption that the businesses currently on the first page, and especially in the top positions, have a good SEO firm they have been working with for years.
One of those 200 is most likely the one I will here from to get help. Why? Because I rarely work with a business who hasn’t tried SEO, and realized all the unfulfilled promises. They’ve spent $350 to $500 or more for a year with the constant hope that traffic and sales will start coming, and yet, very little has. Why? Because of the numbers I just mentioned (the odds), the inherent disadvantages their site had to start and needed to overcome, and possible a SEO firm that was overly optimistic based on 1 or 2 success stories they are part of in an unrelated Industry to yours a few years ago.
Hey… if you track rankings like we do, you will notice something incredible important. Rankings don’t change much, or quickly for the top ranked sites under competitive keywords (and this seems to hold even more true for “local” sites).
So, now you have a sense for why most SEO programs fail to delivery the anticipated results. My intent here believe it or not, isn’t
to dissuade you from engaging in a SEO program, it is to simply educate you on the odds of success. There truly are real opportunities to leverage your web site as a lead generating and prospect conversion tool using SEO and other marketing programs, you just need to understand the odds, and be prepared to face those odds with an experience partner, who has proven results as well as utilizing other forms of traffic generation for your site, of which there are many, and some that you may find a far better investment in the beginning as you build a long-term SEO program.