Dat SEO een bedrijf kan maken of kraken is bij veel mensen bekend. 70% van de bedrijven faalt. En wat blijkt uit onderzoek van Will Coombe onder 1.000 bedrijven in de UK? Bijna voor ieder falend bedrijf geldt dat het er nooit in is geslaagd een top 5 positie te bereiken in de voor hen belangrijke zoekresultaten.
Betekent dit dat SEO voor ieder bedrijf in iedere situatie geschikt is? Nee! Hieronder geef ik de belangrijkste situaties weer waarin dit niet het geval is.
Type ondernemer
- Ondernemers die SEO als kostenpost zien en niet als investering. Die net als ze bijvoorbeeld met de kosten van de boekhouder of de energierekening zo laag mogelijk inzetten. Zij komen vaak uit bij hit-n-run black hat SEO-specialisten met een lage prijs. En worden daardoor uiteindelijk bevestigd in hun vooroordeel dat SEO inderdaad niet werkt.
- Doe-het-zelf ondernemers die denken dat goede SEO-vaardigheden binnen een paar dagen aan te leren zijn. En dit naast hun core business zelf blijven proberen of er een junior of stagiair op zetten. Om er uiteindelijk te weinig aandacht voor te hebben op het moment ze door dagelijkse werkzaamheden die wel core business zijn zijn afgeleid.
- Ondernemers die direct resultaat willen zien. Die al een tijdje met hun onderneming en website bezig zijn en bij wie het maar niet wil lukken hoger te komen voor welk commerciëel zoekwoord dan ook. Hun budgetten zijn laag net als hun geduld.
Type product
- Voor producten met een hoog volume en lage toegevoegde waarde of onderscheidend vermogen. Bijvoorbeeld kantoorartikelen.
- Voor diensten met een hoge urgentie, zoals slotenmakers, glaszetters of loodgietdiensten. Zij kunnen het beste adverteren omdat iemand graag snel wordt geholpen en daarom juist wel voor een Google Ad kiest.
- Voor producten en diensten die helemaal nieuw zijn. En waar dus nog niet op gezocht kán worden omdat het nog onbekend is.
- Snel veranderende producten, evenementen en eenmalige producten of diensten.
Andere voorbeelden
Andere voorbeelden van bedrijven / websites waarvoor SEO meestal niet succesvol kan worden ingezet zijn:
- Websites op domeinen die pas enkele weken bestaan
- E-commerce winkels die 100% willen groeien door SEO
- Websites gericht op zoektermen waar niet of weinig op gezocht wordt
- Bedrijven voor wie SEO nooit rendabel kan worden door lage volumes en marges
- Bedrijven met nieuwe producten die zich nog niet hebben bewezen / waar te weinig vraag naar is.
Tenslotte
SEO is voor de meeste bedrijven cruciaal om te overleven op lange termijn. Maar is het rocket science? Niet alle aspecten. De meeste basic SEO-technieken kun je jezelf wel leren. Alleen is dit voldoende om uiteindelijk in de top 5 organische resultaten te belanden? Meestal niet.
Vergelijk het met het ontstoppen van een gootsteen. Als je hier geen ervaring mee hebt kun je een eind komen zonder loodgieter en mét Youtube. Echter als je DIY-actie mislukt kan het zijn dat de problemen alleen maar groter worden. Je hebt bijvoorbeeld een stuk muur moeten openbreken om bij de verstopping te komen. Met duurdere herstelacties later tot gevolg.
Zeker als blijkt dat de oorzaak helemaal niet binnenshuis ligt, maar in iets dat de buurman in het riool heeft gegooid. Een SEO-specialist had hier veel ergernis en verspilde tijd en moeite kunnen voorkomen.
Starten met SEO-optimalisatie?
Pak het op de juiste manier aan.
Download mijn Gratis SEO Campagne template.
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