Clients often come to me and tell me they just want their SEO taken care of with very little involvement in how it happens, usually because they’re just too busy (which I completely understand!). For some clients this works fine, I’ll be in a position where I can influence their SEO without needing a great deal from them. This is usually the case if I’m happy with the optimisation of their website and they’ve already got resource to add and change content if needed. However, if a clients site needs a bit of work then it can become difficult. Content is usually the biggest issue but changes to the website itself often provide obstacles too.
I think content is sometimes seen as a bit of a necessary evil to some business owners. It’s often easy to convince someone that their website needs more user focused content, but actually then creating it can be a long winded process and very often it just never gets done. Search engines derive a lot of intel about what you do from the content on your site so making sure you have enough is important. It’s also important to make sure the content is serving the needs of the searcher. When advising clients on writing content for SEO, I always ask them to keep in mind exactly why people are searching using these keywords in the first place. What itch are they looking to scratch? What problem are they trying to solve? This helps keep them on track.
If there are specific changes you need to make to your site to improve performance, then you should do everything you can to make it happen. One of the recent challenges I’ve had is improving the load speed of a clients website. Load speed is very important as searchers get frustrated very quickly if the site they’ve clicked on doesn’t appear instantly. Search engines know this and they’ll be reluctant to improve your ranking position if you have a very slow site. The issue is, improving the load speed of a site may require some additional development work with some additional cost, but without that work the SEO effort could be significantly hampered.
In this highly competitive online arena, we need to do everything we possibly can to ensure that SEO campaigns have the best possible chance of succeeding. If your content needs addressing or any aspect of your site, get it sorted to ensure your SEO campaign has every chance of succeeding from the word go.