Challenges in SEO
The world of SEO has its hurdles. The following are various challenges you may come across when you implement SEO in your design projects:
• Time constraints : As mentioned earlier, people expect an SEO implementation to deliver quick results. In reality, it takes weeks or even months to see a positive result. A true SEO consultant always adheres to legitimate tactics and does not try to fool the search engines. Using devious tactics can help you gain results, but it will not be long before you are caught, resulting in penalties. Violations can cost you dearly. Some penalties are relatively lenient: your site is not featured in the top results as a result of being downgraded. But there are also severe penalties, including delisting your site from the search results (it depends on the severity of the violation).
• Avoiding irrelevant, spammy content : Content is king, as you will hear often in SEO training and tutorials. Well, content-driven websites usually fare well with SEO implementation, provided the content is engaging and relevant. Simply stuffing your content with keywords may not lead to good results. You need to understand user intent via their queries instead of focusing on what search engines like. For example, if your site advertises plumbing services in Toronto, then using irrelevant content such as smartphone reviews or vacations in Ibiza would be misleading. The focus of the content must not distract users. Users must receive the information they expect when they surf your website. Moreover, factors such as manipulating content, aggressive link building, and poor content may eventually prove detrimental. Search engines like fresh content. Therefore, if your content has not changed for a long time, or if you have used duplicate content from another website, your site will not appear in the top results.
• Not including SEO while designing your website : As mentioned earlier in the chapter, SEO and user experience (UX) go hand in hand. Implementing SEO in a project after the website has been designed may lead to discouraging results. While building the website, you need to consider factors important for SEO and UX design. For example, on an e-commerce website, it is imperative that the checkout facility is clearly visible, because some users just select an item and then want to check out. If the user cannot locate the checkout facility easily, it results in inefficient navigation, leading to a poor UX. Users will not visit a website again if they have difficulty navigating it.
• Heavy-duty sites : Cramming your website with as many features as possible or too much content can affect the UX significantly. Heavy-duty sites lead to excessive page-load times, and studies have suggested that users abandon searches if page-load times are not optimal. Less is more. Proper utilization of whitespace, efficient site architecture, and user-friendly design, along with relevant content, will streamline the UX, prompting users to return.
An excellent example is the Google home page, www.google.com .There is a search box in the middle of the screen; users, on visiting the page, enter search terms in the box. Most users end up doing what Google expects them to do: search for information. There are no distractions on the page. This approach works because there is no bulk or clutter to waylay users when they visit the site.
• Defective products : Customers are the most important thing for businesses, and their feedback and recommendations are vital. If the quality of your products is not up to the mark, it is likely that users will not return, regardless of your website content. Apologies do not matter in the case of a flawed product or bad customer experience. Hence, the quality of your showcased products as well as efficient issue resolution are essential in generating user traffic to your website.
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