2. Failing to Measure Results
The only way to assess if your SEO campaign is working is to measure results and analyze performance. Numbers are also essential in making strategic decisions and shaping direction. Be sure to take snapshots throughout the campaign so you can use them to interpret results in the future applications.
Implementing an SEO strategy can be likened to losing weight. You have to weigh yourself and take note of that number, and then build a strategy to shed the extra pounds you want to lose. You of course continue to regularly weigh yourself to ensure that you are on the right path, and that the strategy is working. If you aren’t losing weight, you re-strategize.
The same is true for SEO. It’s important that you determine your starting point and keep track of the campaign’s progress along the way. Without solid metrics, how will you find out if your SEO strategies are indeed giving you the results you want? Sure, your ranking might improve, but if there is no way to pinpoint exactly what improved and identify what caused those improvements, you won’t have a clear direction going forward.
Without metrics, you will also find it harder to understand what is causing poor performance—and what you need to do to address them head-on. You might end up trying the same strategy over and over because you don’t know that it’s not working. When you measure your progress or lack thereof, you can more quickly decide if it’s time to abandon a tactic and try something else. This will help you save time and money.