If you are an online business or brand, you need to acquaint yourself with the importance of digital marketing. Otherwise, you will lose customers and competitors will grab your share.

There are several reasons to invest in digital marketing. One of them is that it is cheaper than traditional marketing. The second reason is the reach –through digital marketing, you can reach millions of users at a fraction of a cost. Consider Facebook. It has billions of users. It stores a lot of information on its users.

This information is like a goldmine for advertisers and businesses like e-commerce stores. You do not need to come up with different e-commerce strategies to determine your target market. Likewise, there is no need to spend money on compiling a list of people you will be targeting. Facebook already has that information. You are simply required to make a few clicks and Facebook will do the rest.

However, digital marketing is not just Facebook or other social media websites. It is much more than that. Another important aspect of it is SEO – Search Engine Optimization. f you are reading this article, chances are you already know what it is and are already implementing it.

What you want to know is why your SEO campaign is not achieving the desired results. It is precisely what we will be discussing in this article. Now, let’s talk about the reasons behind your poor SEO campaign.

Poor or thin content

One of the most critical components of SEO is the content. If you are not giving your readers content that is worth reading, then you are not doing yourself any favors. If your content is plagiarized, poorly written, or is not informative, Google will punish you. Google’s Panda Update already prevents websites with thin or copied content from being ranked. Thin content is that which offers little value, or the content is duplicated.

Even if Google does not punish you, your readers will. They will stop coming to your blog once they realize that all you upload is plagiarized and non-informative content. Also, do proper keyword research while writing content and write unique meta titles and meta descriptions for all your pages and posts.

Content is not just crucial for blogs but also for e-commerce stores. From the e-commerce perspective, you can argue that the products you are selling is your content. Make sure that whatever it is that you are selling is of value to the customers. Write informative and compelling product descriptions. The same rule applies if you are a business offering services.

Your website isn’t mobile-friendly

We are living in 2020. Mobile traffic already accounts for more than 50% of internet traffic.


Worldwide Internet Traffic from Mobile Devices (Source: Statista)

In short, if your website is not mobile-friendly, you are losing more than 50% of potential traffic. Therefore, it is time to ensure that your website is mobile-friendly. Also, if your website is not mobile-friendly, Google will prevent your site from ranking highly. Google’s latest algorithm updates are geared towards mobile users.

You are not in sync with Google Search algorithm

Continuous technology updates can be a blessing and a curse. From an SEO professional’s point of view, it surely is a curse. Google continuously updates its search algorithm. The point you start to feel comfortable, an update rolls in. As an SEO professional, you need to understand what the update is and how it affects your website. Once you are done with the analysis, you need to change your SEO strategy accordingly. Otherwise, you will be left out of the competition.

Here is an example of why keeping yourself up to date with Google’s search algorithm matters. There was once a point where SEO professionals spammed content with comments linking back to their website. Wikipedia pages were being edited with links from their websites. To stop this behavior, Google gave all such links ‘no-follow’ status.

Therefore, in just one update, these links became worthless. As a result, SEO professionals had to change their strategy. Investing in ‘no-follow’ links might increase your website traffic, but they are not going to do your domain authority any favors.

You have turned your back on social media

What you need to understand that SEO campaigns do not exist in a vacuum. Instead, they need to be complemented with other strategies as well. Social media is one of them. You need to make proper use of social media alongside your SEO campaign for the best results.

There are millions and billions of users on social media websites. If you are not targeting them, you are leaving out a sizeable target market. Moreover, even Google and other search engines use social media websites as a ranking factor.

Backlinking and internal linking

One factor which Google heavily relies on while ranking a website is the number of incoming links to a particular website. In theory, if a website has more backlinks than the other, it will rank higher in the Google search engine results page. However, there are other factors that come into play, as well. Nevertheless, it would be best if you convinced high authority websites to link to you.

It does not mean that you start buying backlinks. If you do that, Google will catch you and penalize your website. Backlinks from high authority websites will increase your website traffic and also increase your domain authority. Similarly, you need to internal link your articles with each other. This is a sure way to increase website traffic and also make it easier for readers to read your content.

You are not using tools to track your campaigns

There are various tools like Google Analytics, Google Search Console, Ahrefs, and Moz, which can help analyze your SEO campaign. Using these tools can help you identify the shortcomings in your campaign. Some of these are paid while others are free to use. If you are a little tight on budget, you can at least make use of free tools provided by Google. You can then use the information to improve your campaign for better results.

*Image by Gerd Altmann from Pixabay