I had a customer that last year after a few updates lost all this ranking.
At the start we though it was Penguin…. or a penalty, but after looking careful we realized it was mainly the site itself rather than external factors.
The site was a heavy CMS system, flooded with graphics, with very little content, zero social presence and no type of freshness factor.
In a few words the site was created, never updated and the whole site was mainly created to create a WOW factor vs creating CONTENT.
Before the massive DROP I already warned them of the serious lack of content… in a few words, I had the feeling this was going to happen.
Then series of PANDA updates started to happen during 2012…. and clearly It WAS THE SEO GUY FAULT and they fire me.
Oh well…. I was out.
My comments of “we need to invest more time in the site” didn’t go well.
Our site is FINE – just do your job instead – was the general approach of the SEO.
So what happened?
The hire a fancy SEO company. One of that SEO companies that offer the whole ” RELAX we do the whole thing for you….”
In fat they promised the “you will be in first page in 90 days guaranteed”
5 Months later….
No ranking (still).
Not even with all the new crappy links from the new SEO company (no wonder), the client managed to recover his old ranking.
The same fundamental problems still exist.
You can judge that.
So they contacted me again…
So I guess we need to improve our site, can you get a writer and flood our site with outsourced articles?
No! No! no! No!
Once again they don’t get it – right?
The main problem that companies like the one that hired me – (fired me and then wanted to re-hire me) is…. their lack of understanding of what online marketing as a whole is. They don’t understand or want to understand that SEO needs to be part of an overall solution.
No really, us, SEO people, for the last years have made a small fortune telling people not to worry, because we have it “sorted”
- We know Google
- We understand the Algorithm
- We have powerful link building tools
- We know the “secret”
Well, guess what?
We don’t have it sorted.
In fact we are always trying to guess what is going to be Google next move…
The only thing we can do is to LISTEN to what Google wants and start to do things RIGHT from the start.
In case you missed my SEO in 2013…. the main point you need to understand is that SEO, ranking, branding, positioning and social media is the same same deal.
Talking about SEO without Social media makes no sense.
Talking about Ranking keywords without talking about clients, traffic, and potential lead generation… shows lack of understanding towards the purpose of SEO.
“Getting someone to put content in our site” shows that you, as web owner don’t really care about what is being put there and the approach STILL the same —> get someone to do that stuff that Google wants.
The reality is that this approach is spreading fast and the idea of content marketing and engagement and link earning (vs link building) is very difficult to teach to small business owners.
I just want you to rank my site… I’m just to busy to do anything with my site, go it for us… represent a real challenge for any SEO company, SEO professional, or guru, or whatever you want to call them
SEO guys need in 2013 to become coaches, need to become accountability buddies…. need to TEACH as much as they LINK BUILD, need to follow up website progress. Need to demand a social media strategy, need to be critical of the business efforts, need to impose some type of content marketing strategy.
If they don’t…. they are then just mercenaries of links.
And if you just want links, then go to Fiverr ad get yourself a “I build you 100000 spammy links in 22 minutes while you see your site CLIMB UP IN RANKINGS”.