SEO is a long-term project, and it takes time before you start seeing results. But this doesn’t mean you can ignore two or more months of no real progress. Any good SEO company will tell you that a stagnating campaign is bad news, and that you need to start paying attention.
But just how do you go about fixing this? There are no Google penalties or other obvious signs of trouble, which would tell you what needs work. Chances are good that your strategy is simply outdated, and tactics that used to be effective are now wasting your time and resources.
Beat Stagnation: 3 Steps to Recovery
A good strategy is one that you monitor and regularly update in response to industry changes. SEO best practices change at a dizzyingly fast pace, as Google only needs to release a single algorithm to completely change the search landscape. If you are still doing the exact same thing as you did half a year ago, then you might already be using outdated techniques.
Before you start making drastic changes, however, it is important to know what the real problem is. Experienced SEO service providers warn that without proper testing, you may end up throwing out the good with the bad. Here’s what you can do.
1. Perform an SEO audit – The first thing you need is to perform a comprehensive SEO audit. This analysis will rule out the common problems that hold campaigns back, and tell you just how healthy your website is in every major area. If you’re lucky, then the audit will also show you several easy things you can work on to improve campaign performance, such as cleaning up your link profile.
2. Experiment with content – Good, fresh content is still the cornerstone of every successful SEO campaign. Many websites start out strong, but then stagnate when they keep producing content on the exact same topics and keywords. You can try hiring new writers, find underserved topics to write about, or even change the medium – creating a few good infographics can work wonders.
3. Become more social – Nothing gets brands thinking creatively better than social media. If your brand has a relatively small presence on Twitter, Facebook, and other networks, this has to change. Start building an audience and pushing content; social signals are an underrated SEO component, and this is also a valuable source of organic traffic and brand equity.
Keep tracking any changes you make, and see how they affect your search positions and traffic levels. With any luck, you should break the plateau and start seeing an upward trend again.
Is it Time to Switch SEO Providers?
If you are working with an agency, and have been seeing lacklustre performance for the past few months, it might be time to re-evaluate your relationship. Remember, the best SEO company is the one that gets results; if they are not putting your website on the 1st page and contributing to your bottom line, then look for someone who can.