One of the biggest hesitations we see when it comes to investing in SEO, is that clients already have. And put simply, SEO didn’t work/SEO not working. With the rise of artificial intelligence (AI) it’s easier than ever for agencies to make big promises and not really deliver. Because despite SEO relying on an algorithm (much of which is powered by AI), creating good quality, strategic SEO copywriting is very humanistic.
It requires thought, patience, agility and a good dose of reader psychology. Plus, the copy itself needs to be engaging and align closely with what your ideal audience is going to be searching for. Let’s start with why your SEO not working if you’ve outsourced it in the past.
While choosing keywords might seem simple, striking a balance between readability, keyword volume and maximising SERP-appeal requires time and thoughtfulness.
A common issue we find when auditing new client’s websites (who’ve worked with big SEO agencies) is both keyword stuffing and incompatible optimisation. Keyword stuffing is where they’ve overused similar terms, to the point that Google can tell they’re being spammy. And incompatible optimisation is choosing ineffective keywords for the brand you’re writing for. They can be ineffective for many reasons:
Remember how I mentioned AI before? Plenty of big SEO agencies are overusing AI to write and churn out large volumes of content, without paying much attention to creating content that’s genuinely unique and engaging. Not only does this break trust with your readers, but it also leads to a host of other problems including:
Google does use AI to improve their algorithm and for copywriter’s who labour over creating genuinely useful content – it’s given us an advantage. The rise of SERPs and dynamic search results means that we can optimise your content beyond keywords. But once again, that involves:
So, if an agency is just copying and pasting generic meta data, it lessens your Google visibility. And there’s not much you can do to improve this, other than returning to the drawing board, rewriting the content and re-optimising it correctly.
Seeing how many of our enquiring clients have been burnt by the cookie-cutter approach to SEO has led us to develop new SEO services. This includes optimisation packages which are more cost-effective because we take advantage of existing copy on your website and elevate it to improve SEO. Learn more about our tailored SEO services here. Or connect on Instagram to see results.
If you’ve invested a decent amount of time into improving your own SEO, here’s a small checklist to delve into why it isn’t returning results.
If you’re still struggling to see the fruits of your labour (ie. SEO not working), we offer one hour SEO consultations. You will leave with a tangible checklist and steps to improve your SEO, without having to outsource the writing or management. Enquire here.