Five signs you need a new SEO strategy and how to fix them.
If you suspect your SEO strategy might be outdated and underperforming, we’ve outlined five areas to check and optimise. Allow our search specialists to walk you through how you can boost your strategy and improve your website performance – including how a free SEO audit can help.
Luke, SEO Specialist | Fernando, Digital Search Specialist | Manoj, Search Specialist
1. Low conversions
The challenge
Low-quality marketing or insufficient investment in your strategies can lead to low conversions. This can also be a sign that your website needs to use important keywords to boost its ranking.
The solution
If you’re concerned about the amount of conversions you’re [not] receiving, check your engagement and conversion report on Google Analytics 4 (GA4). Performing analysis on your current stats with the last month, quarter, or year for the same period, you’ll get a more objective view of your overall performance.
If you’re performing well, your GA4 report should show a gradual increase in related keywords and monthly rankings.
The expert take
“Low conversion rates are a wake-up call to optimise the SEO for quality, not just quantity” - Manoj
2. Website performance issues
The challenge
Issues with website performance can also affect the customer journey and directly impact your brand perception. Beyond this, performance issues can also negatively impact page ranking, a key ranking factor for Google.
The solution
Use online tools such as PageSpeed Insights to check your website performance, but we recommend doing this in incognito mode. This hack removes any previous settings that might affect the accuracy of the analysis.
The expert take
“Keeping an eye on your website performance is super important. Not only can it affect rankings and traffic, but also how the user interacts with your website.” - Luke
3. Stagnant ranking and visibility
The challenge
Search ranking and visibility are two key signals for determining whether you need to implement a new SEO strategy. If your website traffic is declining and your ranking and visibility stagnate, it could directly impact your organic traffic. It can also reduce your website and domain credibility.
The solution
You can avoid this by making sure you’re ranking for the right related keywords using Google Search Console. This will give you an indication of impressions and keywords to measure your online visibility, and you can also check the number of website visitors.
The expert take
“Updating the website is a job that never ends. Always update the content and make sure the website is secure, fast and updated” - Fernando
“Keeping your website up to date is super important when it comes to ranking and visibility. Search intent and trending keywords are forever changing; so why shouldn’t your website?” - Luke
4. Missing the latest updates
The challenge
Were you late to discover the recent GA4 and Google Search Generative Experience updates? If you’re not up-to-date with and actioning the latest updates, this can run the risk of outdated practice and constant penalisation.
Google constantly updates its algorithm to rank websites. In the last 12 months alone, it released four major updates and eight review updates.
The solution
Dedicate time every month to research, learn and develop, whether this is actively searching the web or attending industry webinars discussing hot topics.
The expert take
“Missing the latest Google updates means one thing; your website isn’t at the potential it can be and you could be behind your competitors.” - Luke
“Make sure you are updated on the latest trend because technologies are always changing and human behaviours are always adapting” - Fernando
5. Lack of digital marketing ideas
The challenge
If you lack digital marketing ideas, the chances are you won’t be advancing your digital strategy enough to match [or exceed] your competitors’ performance.
Do you find that you’ve tried to achieve the same goal multiple times using the same plan – without success? This could result in lower metrics and conversions with each attempt.
The solution
You need to refresh your wider marketing activities, starting with your strategy. Consider all available platforms and resources, and also which of your content has performed best historically. Be mindful of creating repetitive content, as you’ll attract similar keywords and make it trickier to generate leads and sales.
The expert take
“Brainstorming, checking the latest trends and experimenting with different marketing strategies can develop new ideas for your marketing process.” - Fernando
“In the dynamic landscape of digital marketing, lack of ideas can lead to missed opportunities and stagnant growth.” - Manoj
Have you spotted one or more of these signs? It’s time for a free SEO audit
If your internal SEO team is struggling to manage your strategy internally, you need to call in an experienced SEO Marketing Agency for the fresh pair of [expert] eyes to pinpoint areas for improvement.