Sooner or later it happens: the dreaded realization that your organic traffic numbers have gone down significantly. This is the scenario discussed in Mark Munroe’s presentation at SMX East 2014, a search marketing expo that Russell Savage reported on for Search Engine Land. Russell’s recap highlights three possible snags in your SEO strategy:
- De-Indexing Issues
The conclusion is what I want to talk about here, and that conclusion is that monitoring will help prevent these from becoming big problems because you catch what’s happening.
SEO Can’t Be Completely Automatic
One of the great things about the internet is the way it levels the playing field a little by allowing even lower-budgeted marketing campaigns a shot at the global stage. There’s a lot to keep in mind about SEO, but I think it’s comparable to cooking or driving a car. Both cooking and driving have some automatic parts to them, right? You can use the technology available to make it a lot easier, like an automatic oven instead of a woodstove or cruise control instead of keeping your foot on the pedal.
But neither cooks nor drivers stop being aware that something is happening that could change. Pies bubble over, the driver ahead steps on the brakes, and you have to act to avoid a disaster. This happens because the world you are cooking and driving in has other factors affecting the outcome, so it’s wise to pay attention to what is happening.
SEO is the same way because search engine rankings are not just a result of our actions. Since your SERP is in relation to other companies, their actions affect you just as yours affects them. Some stuff is your fault in an SEO disaster, because you weren’t paying attention to what needed to happen in redirects or links. Others are because of the actions of others, like the spammers who never seem to die off. But both types of problems are limited when you monitor your SEO and take action to prevent problems from getting worse.