Woran SEO in Unternehmen (auch mit Agentur) scheitert
You will learn what SEO in companies often
fails at so that you do not make these mistakes. Have fun! My name is Alexander Rus and SEO is my
daily bread. On this channel we chat about SEO and
content marketing. If you want to learn how to gain sustainable customers
through your website, then subscribe to this channel right now. The first point is so scandalous right now
that most entrepreneurs will have a heart attack .
Therefore, what is very important to me to say at the beginning
: Many of these points arise from a lack of
understanding of the subject matter or a lack of buy-in from the management level. That's why it's incredibly important
to do educational work and pick up people well and comprehensively. But let's start. Number 1: Short-term thinking, or wishing instead of
doing what is necessary. Of course, every endeavor
a company starts is ultimately about results and return on investment. But, big things or big changes
like SEO or content marketing is for most businesses, take time,
ongoing work and perseverance. That means you need to find the right people
and develop the right strategy for your business. But once that's in place and the plan is in place and
you know how to implement it, then you just have to stick with it and not get
nervous and question everything every two minutes. That said, one of my favorite points is
– I'm very process-oriented: trust the process. Whenever I start something new,
I think to myself: Ok, how can I establish a process that
will lead to extreme wins sooner or later? Because at the end of the day, everything in life, whether
you're becoming a pro athlete or building a successful business, there's always that
compound or snowball effect.
That is, if you do the right thing, then
everything accumulates, and over time, success just gets easier and bigger and bigger. That's why you get such a development on many topics
. As an example, as I said before:
our YouTube channel. Started in 2016. If I had stopped after 12 months
– catastrophe. The results weren't really there. Now this YouTube channel brings millions
in leads per year. Accordingly compound effect, compound effect,
compound effect. And to show how extreme this is in SEO: I have ten examples, I'll only show you
two now: This customer started here – January
2021 – and you can see it again, it starts slowly and then it goes off.
If stopped after the first year
– Fail. Second example – similar situation. Started here and if you were stopped after the first
year – also fail. Now it's extreme. It is very, very important not to think in the short term when it comes to SEO
. Right people & right strategy and then
just let it go. So, let's say for a very small
local project, you should see results in six months at most (unless it's a
crowded market).
For a larger project in a more competitive
market, you should see results within 18 months at the latest . That doesn't mean you'll rank
#1 everywhere, but you should see significant traffic increases. But you shouldn't quit when you
're informed because that's just stupid in the end. Sun. Number 2: Lack of culture of experimentation. Very important, this applies to many areas,
including SEO. Let's say you've never dealt with your
business (no matter what size) with SEO or content marketing
– nobody, even if you have a real partner, starts from scratch and then
it's perfect immediately. You always have to try and optimize. In this way you gradually discover what works best in your
specific area, in your specific case, in your specific company
, where the most money is made and can perfect your approach. Without this kind of culture:
"everything has to be perfect immediately, because we have this agency and we pay money for it" That's just an unrealistic assessment of
the world and if you're no longer in touch with reality, then you're in as an entrepreneur
extreme danger.
So. Number 3:
SEO is a request concert. It's very difficult when people are involved with other
marketing efforts, they often feel like they now have
control of how it's going to go. But SEO has very clear principles. Kind of like the principle that if you live here
on earth now, there is gravity and even though I wish gravity didn't
exist, there is. I can convince myself that gravity doesn't
exist, but it does exist anyway. And there are things that work
and things that don't work.
It's not like Google Ads, for example
. You're running your Google Ads and running
the ads to the wrong page on your site and the only penalty you
're effectively getting is a higher price per click. When it comes to SEO, if you
don't follow the principles, you simply don't rank at all or rank badly where you never
get any traffic. And you can't wish for how your
customers search, you're going to have to put up with how they actually search based on data,
based on Google.
That hurts in the heart, but unfortunately your condition
and your ideas play no role in successful SEO. Number 4:
A very, very important point. Make and sell instead of consumer focus. Most companies consider every marketing effort
as push marketing. That means I can say:
I developed a product that nobody wants, and now I'm marketing
it and somehow it can be sold. But if you look at SEO now, then
that's inboud or pull. That means if that doesn't correspond to
what users want, then I can't do anything to ram it
into them, it just won't work. And that's really important. That's why it often makes sense to have an external
SEO partner, because you don't have that company view that's colored by how your
company sees your world, but that's not what SEO is about . SEO is always about the consumer perspective. How does the customer get on? How is the customer searching? What does the customer need to know beforehand? How does the customer research? And often companies can no longer do that
because they are so caught up in their frame, in their brand and so on.
Ultimately, Google is just a mirror
that shows what users want based on data. That means if you google a search result
and you see the results, then you see: Ah, most users want to buy something here. That means a category page
ranks first and then places 4, 5, 6 are advice – ok, some of the users may want
information here, but if I want to be at the top, then I need this category page to
get here tendrils That means, very important:
Google is the coolest research tool in the world. If you look at the organic search,
then you know how much search volume it has for a search query, how many people search for
it per month and what do they want? And that is already segmented, i.e.
Already
divided into: Most want that, the second most want
that and the third most want that. That means mindblowing for a company. Google shows you exactly the intention of people
for a search query, i.e. for a specific demand. Fits. Number 5 is again a hard point, please
don't blame me, but it is what it is: Less than 50% of the necessary budget,
but 200% expectations. So. SEO is about, that's very, very
important, because most people would say yes I got that, but
most didn't get it … SEO is about getting the objectively best
result for a search query deliver. You need to outperform the competition for any keyword you
want to rank for. And if your competition has been
doing SEO for 10 years and doesn't do everything wrong, then you have a gigantic backlog if
you start now. That said, this is just a
dose of reality. If you invest only little budget and resources,
then neither your employees, if you do it in-house, nor your agency, if you do it externally,
are to blame, but only you and you alone.
Because then it's useless. That's also what I
criticize about agencies: You have to give clients a realistic assessment of
what is necessary to be able to play along. It's all about this. And if the customer then says:
Yes, but I only want that for €300 per month. But you say it costs €10,000 a
month, then you have to say, ok, then we can't do that, and then not
take this customer who is in this dream world.
Very important. In my opinion the most common
reason SEO fails and has a bad reputation. In my opinion, many agencies
don't do a bad job at all, they just take too small budgets for too difficult projects
and then they always look stupid. failure Number 6:
Ignore non-SEO factors affecting your SEO. The non-SEO factors that influence your
rankings, whether you want to hear it or not, but which are not classic
SEO measures, are: brand strength, reputation and trustworthiness,
all related to your brand, expertise, quality of the Products or services, offline
and online marketing mix and perceived user and customer experience.
If you do SEO but you suck
and what you sell sucks then it may be the best SEO and content marketing in
the world then it won't work because of those factors… It may work a little bit but it does
won't work extremely. Number 7:
Nothing goes online. Very important when doing SEO, this is
often forgotten, especially in larger companies: Only work, let's say content that is created
, that actually goes online and is accessible to the Google bot, can lead to
results. Anything else—conversations, presentations,
creative masturbation, etc.—won't lead to better Google rankings. And I'm not saying these things are pointless
– communication is the most important thing in the world – only conversations, presentations,
creative masturbation have no effect on your Google rankings. If you have 100 hours budget and you put
90 of those hours into those three points, then you won't rank for anything because the 10 hours
won't pull you out. And the last point, number 8: lack of developer resources.
So often, and I know there is a shortage of skilled workers
and that's a real problem and I 'm not saying you have to solve it magically,
but let's say you have massive technical problems on your website – in URL management,
with the Loading times, in the page structure, whatever – something that really has an impact
on the rankings, if you don't solve that, then all SEO measures will be inhibited to a certain extent
, because it's always like this: Technical foundation, I build content on that
and Left Up and Boom – Results. But if that technical foundation isn't
clean because you just don't have developer resources, then SEO can
fail and then it just fails because of that.
And those are the typical things that
I see from my fellow agencies, that I see from us, know from in-house SEOs,
what SEO typically fails in companies. In my opinion, what is the recipe for success? That's insanely easy. Firstly, a realistic budget relative
to the competition, because if we can't catch up and the gap only widens,
then we can't deliver results – that means we assume
we have the right people, the right strategy and sufficient resources . Then it's all about: constant work, constant
small changes, time, experiments and perseverance and then it will happen. And I think these two examples that
I've shown also show how extremely patience pays off in SEO. You just have to get away from this performance crap,
where you only look as far ahead as you can, because big results also
require big investments in terms of work and time. I hope you enjoyed this episode. As I said, that was now the rant mode. Thank you very much for watching and see you
next time.
Bye!.
