Why SEO Strategies and Weight Loss Diets Don't Work

May 2, 2017
David McMahon

David McMahon

I wrestle with marketing technology so you don't have to. In my spare time, I run a marketing group with 1100+ marketers helping each other to attract new customers and share ideas. You are welcome to connect with me here.

Have you ever tried to lose weight with no results? A while back, due to easy living, I was carrying an extra 10 kilos more than I needed. Even after 18 months of doing more running in the gym, I wasn't losing any weight. I had it in my head that I had to do more exercise and push myself even harder until I learned the hard lesson; that weight is a balance of eating and exercising. My balance was wrong. It is the same for SEO strategies. I often find myself talking to people who haven't learned that it’s the same balance needed for SEO.

There is a balance of your SEO strategies and creating your content, like writing blogs. It’s the shocking truth that in this world, we are more likely to die due to being overweight than of starving. In 2012 and 2013, the Red Cross estimated that 1.5 BILLION people are dangerously overweight worldwide, while 2.925 MILLION were underfed. When I started looking at what I was eating, and then learned better meal sizes, within 10 months, the 10 kilos just dropped off. I was only needing to go to the gym 3 days a week.

When I have provided inbound marketing services to companies to help with their SEO ranking, it often will just jump up and often requires less content. It has to be about understanding the balance in your SEO strategy. When it comes to SEO strategy, we need to understand how your website is seen on Google. Here are some examples of how you can better utilize the SEO tools that are available along a healthier and more balanced SEO strategy.


SEO Ranking Report Example 1

When we have looked at our image below; focusing on the words "AdWords Consultant." You'll see a chart that is used in HubSpot as a way of monitoring how the website is ranking for the keywords "AdWords Consultant." You'll notice that as we start to look, in the beginning, the website was sitting at ranking position #20. It was through certain activities, mainly focusing on the keywords "AdWords Consultant," through blog articles and better internal linking. There was a shift upwards.

seo ranking


You'll notice in this slide, there are a few times with the SEO ranking dropped back down. Often, this is a normal up-and-down balance. What we are looking for is a trend upwards. Which, you'll notice that while there were some increases, the drops never fell back down. This is a healthy sign over a period of 3-6 months to help guide us in what activities we are doing that are working.


SEO Ranking Report Example 2

In our next slide, we see the words "HubSpot CRM," which you'll notice in the ranking, by just doing on-page SEO, we're able to establish a ranking from #100 all the way to #40. This is very typical when you insert the right keywords structure along with using the right density of keywords, URL and page headings, and metadata descriptions.

chart example


Over just the period of time, in this example, was just done by creating 3-4 blogs. This allowed the uplift from #40 to push up into the top #30. In this particular example, our ranking is doing quite well. So, the formula is just to continue blogging around the keywords and to start to looking for opportunities to create backlinks to this page.


SEO Ranking Report Example 3

This is where we've had a very good start. You'll start to notice that in the beginning, in the highlighted green, there was a trend downwards. During that period, there was a combination of lacking of blogging in the keywords and ultimately was losing momentum. It wasn't until after noticing the downward trend; a blogging and internal linkage strategy was reworked and we were able to gain uplift. As you'll notice in the second part, while there has been a big jump and we're nearly pushing between #10 and #20 positions on Google, more work was still needed to be done. That was when extra backlinks were created towards this page. This allowed us to gain a better uplift.

ranking chart

SEO Ranking Report Example 4

kewyord success

We see a typical example of a long-tail keyword. Without a lot of effort, just using on-page SEO strategy, we are able to achieve a ranking of the top 3. Purely because we've used a statement and we have built a blog around it. This is what we call a low-traffic and easy to rank for, hence the strategy of long-tail keywords. In part, while this is a great achievement, it's not what we class as being able to drive a lot of traffic. But this does help to improve our overall website authority. We do recommend that you do this often around a keyword topic, such as inbound marketing.


SEO Ranking Report Example 5

In this slide, we see an example where the keyword is ranking in the top 10 with very little effort. This is seen quite often when we're dealing with low volume keywords. When we have a keyword of this nature, that is just normally sitting in the top ten, we typically are very happy about it, but you'll also notice that there was a drop for a week or two.

Often, this just occurs. Most will view this as just an optimization from Google in their algorithm. That's why, when you see a drop, don't panic. If you just leave it for a couple of weeks, you will find that your ranking will return to its normal levels. What we are looking for is a trend downwards, rather than a big drop. That's the main lesson that we are looking for in this example, is not to panic and start changing everything that you are doing in your SEO strategy. 

SEO Ranking Report

SEO Ranking Report Example 6

In this example of trends, we are noticing that we started off jumping from position #100 and we are able to maintain a bridge from rankings #80 - #90 for a period of 2-3 months. The big jump from the #70 up to the #50 came through a series of 5 blog articles that were created and launched. You'll notice that it's now flatlined. This indicates that more work is needed in both blogging and in creating backlinks.

Normally, we would issue another series of 4-6 blog articles on the topic using the main keyword and then we would come back and measure the results for the uplift with the primary goal of moving the keyword up into the top 10.

seo ranking chart



As you can see, this is the power of having a good keyword tool that ranks your keyword monitoring. Now, this tool that we looked at is part of the HubSpot marketing platform, but you can also use other websites such as Moz.com, which also provide you with keyword ranking. The tool that are on the market are paid search tools, starting at about $100 (US) per month. When you are looking at doing SEO strategy, unless you have a way of measuring your activities, your SEO strategy won't work. You will fall into the trap of just writing more content and more content; which indicates that your balance is off. If you've been writing for 12 - 18 months and you are not seeing an increase in your traffic, that should tell you that your balance is off.


SEO Services as you know it, is dead!

SEO marketing assessment


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