Search engine optimization is a strategy for making a website more visible on the internet. Specifically, it aims to optimize a site so people will be more likely to find it when they search for topics online. If your site is struggling to drive traffic, you may want to invest in professional SEO services. Look for these four signs of SEO trouble if you're trying to figure out whether to call in professionals to help.
The simplest sign of trouble is that no one is visiting the website. The site may be very niche, but that opens questions about the entire business model. Also, in a world where everyone is into something, a site category can rarely be too niche to drive any traffic.
The more likely explanation is someone else's site shows up higher in search and is getting all the traffic. SEO services can help you address the situation. Using SEO techniques, you can try to move your site closer to the top for critical search terms.
Some sites get great traffic, but not much in the way of conversions. These may be sites that rank highly for the wrong search terms to attract the right customers. When a site is struggling to drive conversions through search, the operators need to think about pivoting their SEO strategy. They may need to target different topics and keywords to attract the right demographics, for example.
Notably, you can use analytics to study SEO performance. You might find that your site has strong conversion rates for certain search categories. However, you may not be producing enough content to turn those categories into conversion drivers. Pivoting your content to those higher-conversion categories may produce better results.
Competitors Always Win
Of course, you win some, and you lose some. But if your competitors are consistently beating your site for every possible keyword in search, that's not a good sign—even if you're running a profit. A professional SEO services program will try to push those competitors out of the top spots so you can thrive at least in certain niches.
Heavy Advertising Investment
A common solution for driving traffic and conversions is online advertising. These can profitably drive traffic and conversions, but that effort may come at a high cost. You may spend significant money on a per-conversion basis.
The main benefit of SEO services is the ability to drive organic traffic at a lower cost. By focusing on search, you can create a long-term presence on the web without the endless cycle of paying for ads.