A large part of our business is conducting professional Search Engine Optimization services for small and medium-sized businesses. So you might be surprised to learn that we talk ourselves out of more SEO projects than not. Or, more accurately, we talk our clients out of doing SEO.
Many people see, hear and read about various SEO success stories from friends, colleges and business associates and think, "Hey, sounds great.
The problem with SEO, probably more than any other Internet marketing tactic, is that it's often the wrong tool for the job. No matter how bad you WANT it to be the answer to your problems and help you increase sales it's just not going to cut it.
So to help you evaluate whether SEO can be part of your well-rounded Internet marketing strategy, here's 5 reasons why SEO will NOT help you "
1. You Have a Made Up Product: The whole foundation of SEO is to position your webpages to be the answer to the question regarding relevant searches. If the product or service you offer is something so unique or made up, you can not lease it SEO for the simple reason that nobody knows to search for it. Case in point was a company that came to us to implement an SEO program for "Dog Wine." The problem is two-fold: Wine is actually bad for your dog so nobody would be looking for those keywords together without maybe it was for "Dog wine poisoning." Secondly, the product was not actually wine at all but a type of gravy commonly sold to spruce up kibble. So while the product was real and perfectly OK to feed your dog, the association between the made up product category (dog wine) and the actual product (a kibble additive commonly referred to as "dog gravy") was beyond the scope of SEO. A better marketing solution that we suggested was a trade PR campaign combined with blogger reviews since the product needed explaining in order to "get it."
2. Low Search Volume: The largest issue we find is that the keyword phrases associated with the company's products and services are in low demand. Nobody wants to hear that what they're selling is not in demand or the greatest thing since sliced bread. SEO poses weaknesses in branding and product positioning. Sometimes SEO is considered a panacea for a weak product offering or non-existing branding campaign. SEO can not perform magic, and certainly can not create demand where little or none exists. SEO works best when you have a product or service with well-articulated BENEFITS to the person doing the search, since most searches start with "How do I …" or "How to …" Be the answer to that question assuming it's even being asked. Our keyword research will expose those weaknesses right away.
3. No Supporting Efforts: Search Engine Optimization has become increasingly complex in that one-time efforts, while still important, are not enough to sustain any short term success. And with the …