Four Reasons SEO Campaigns Fail, and How To Change That

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Sandra Martinez
Sandra Martinez
December 23, 2013
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The following blog post was written by our friend, Marlena Stoddard

Businesses launch SEO campaigns all the time, and these campaigns often fail for a few standard reasons. The problem is, each failed campaign is a loss of time, money, and potential profits – so what can you do to make sure that your campaigns fare reaching potential guests at your hotel? The first step is being aware of the cause. These four reasons are why ninety percent of SEO campaigns fail.

1. Companies try to appeal to too many people

A business should know its market, and know its audience. Trying to create a blanket campaign that appeals to every gender and every creed will fail. Being aware of who specifically your customers are will prevent your campaign from failing to get anyone’s attention. Is your hotel near an attractive tourist location for retirees? Is your town it a business convention hub? This information is one of the basic elements of starting a business, and is essential for implementation into a successful SEO campaign.

2. Poor branding

Not only is an SEO campaign meant to bring more customers, but it is also meant to strengthen the brand of your company. The problem is, far too many people misunderstand branding and what it is meant to do. If that is the case, consider seeking an external expert – it saves you the trouble of becoming a branding expert, an area that can take years to fully master. It’s easier to hire someone if you have trouble with branding.

3. Failure to do proper research beforehand

In the same vein as not knowing your audience, an SEO campaign that doesn’t properly do keyword research is doomed to fail. Ranking for keywords is essential for search engine optimization, and without knowing the terms your audience is using to search for you, how can you properly optimize? Using a keyword tool like those provided by Google or a paid service from another company is a great way to get started and make sure you are ahead of the game in keyword research. It sometimes takes as much time planning for keywords as all the other elements of a campaign combined, so don’t worry if it takes a while. Knowing what your guests will be searching (besides “hotels near…) will help you find good keywords.

4. Poor content on the website

If visitors arrive on your website, and it is filled with dull images, and confusing prices, they will have no reason to stick around. Make sure that your rooms look attractive, and that booking is easy and quick. A campaign must be successful on both the front end and the back end. If your campaign is successful, there must be useful content for the reader to consume once they arrive – if not, then they will quickly lose interest and bounce somewhere else.

About the Author

Marlena Stoddard writes on planes, trains and things that go. Originally from Senoia, GA, Marlena lives in Santa Rosa, CA with her husband and 2 children. Information credit of HiveMind Marketing.

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