Search engine optimisation (SEO), though a young industry, is about as specialised as any field can get. Several businesses fail in their attempts at SEO because they either deliberately or inadvertently forget to hire experts and try to do everything on their own. The dangers of so-called DIY SEO cannot be underestimated.
DIY SEO Rarely Catches Up
Perhaps the most difficult task that SEO professionals need to fulfil is keeping their strategies in tune with the field. Canberra SEO Pros stresses that SEO is a digital industry that’s never constant. It has the ‘habit’ to shift in as little as a few months, which means that the strategy that works today might be useless several weeks from now.
DIY SEO would require businesses to spend a lot of time trying to read up on basic concepts, including trying to catch up on the latest trends. By the time the DIYer is finished, he’ll likely have to catch up with strategies and techniques that are now considered obsolete. This is due to search engine algorithms experiencing more frequent updates over time. For instance, while search engines once put focus on desktop users, they’re now focusing on mobile users. The DIYer who read about desktop-focused SEO will be left behind by the time he’s done understanding how it’s done.
It Increases the Risk of Choosing the Wrong Keywords
Keywords are, and still, one of the foremost factors in SEO success. DIY SEO practitioners tend to go for ‘shortcuts’ where they choose overly broad keywords that can easily get lost in the cyberspace. These people also tend to focus on using anchor texts instead of creating good quality content—another benchmark of good SEO.
Keyword research is absolutely critical, mainly because it helps distinguish terms that actually get typed into the search box. Correctly identifying the keywords for a business will spell the difference between winning and losing in the SEO game. For instance, terms like “hotel in Oslo” are ultra generic and will yield millions of other links that’ll compete for only one spot in the rankings. But, terms like “booking a hotel room in Oslo, Norway” are far more specialised and will yield fewer, more accurate results. In turn, there’s less competition for a company vying to rank using that term.