Why being your own SEO expert may be a risky game

We all know by now that Search Engine Optimisation done well helps improve the performance of your website in search engines, making it more likely that people will find and visit your website. In a nutshell, SEO work aims to improve the ranking of your website when users search for relevant things. 

For example, at Keen we use SEO to help a corporate services client based in Malta to appear at the top of the results when people search on Google for ‘corporate services Malta’.

As a result, the company’s website receives lots more clicks, lots more valuable traffic and their  business gets lots more work. 

Sounds simple, doesn’t it? So simple in fact that you might think it’s better to DIY your SEO rather than hire an expert to do it for you. But beware – SEO is a rather complex subject that is constantly evolving and changing. Here are reasons to consider when making a decision on whether to DIY or get an ranking expert involved: 

1. Knowing the SEO basics simply ain’t enough

You might know the fundamentals of SEO – from integrating relevant keywords on your website, and promoting original content that aims to be helpful and readable for a wide range of audiences. But it often takes more than the right combination of keywords to actually reach the top of the first page of Google, and to convince Google’s bots that your website is actually understandable – from the content copy, to the quality and size of the images, to the HTML of JavaScript used to add interesting visual points. If you’re looking to generate more traffic, you likely need the help of a highly technical SEO expert to conduct a technical site audit that identifies areas your website can improve on to reach the top ranks. 

2. SEO keeps changing, one needs to constantly be on the ball

That’s the thing about SEO. It never stands still. Google updates its search algorithms several times a day. SEO experts stay on top of these updates and learn to adapt. It’s a profession after all. You, on the other hand, have to focus on your business and don’t have time to track, analyze, and implement these changes. Our SEO experts at Keen are trained and empowered to keep up with the fast pace to assure your SEO strategy is up-to-date with Google’s standards. It’s constant learning, being a part of the respective SEO networks and groups, and further participation in international educational events that makes all the difference. 

3. SEO doesn’t give you overnight success

Despite what those YouTube ‘How to’ videos from six years ago promise, SEO takes time and patience. At Keen, we develop results-based strategies to allow our customers’ websites to climb the rankings gradually as search engines update their indexes. Six months is a reasonable period to measure results over, as one of our scientific clients based in Luqa has discovered, but the results are surely worth your while.

When working with a preferred digital marketing team, this time will likely be utilised on other digital marketing fronts to facilitate valuable traffic funnels to your site. Developing and enhancing this integrated, holistic strategy demands input from an experienced and skilled team of experts to assure success.

4. Teamwork works

From years of experience we learned, the most successful campaigns come about when an in-house marketing team works hand-in-hand with a chosen SEO agency. This ‘discovery’ exercise needs more than one person’s input. By working with an SEO agency, you review your market, your competition and create a strategy for success. 

At Keen, we’ve done this for hundreds of clients ranging from diving schools and boutique hotels to the largest estate agencies and telecommunications companies in Malta and beyond our shores. If you don’t do this work right, the chances of your online marketing exercise struggling are high. 

5. DIY SEO can do more harm than good

Search engines aren’t stupid. They can easily spot websites which are desperately trying to ‘play the system’. Making SEO mistakes such as content scraping, keyword stuffing and writing for robots rather than people can leave your site lost in the void of Google’s pages. You might think you can get away with trial and error, but poor SEO implementation can increase your chances of being removed from Google’s rankings altogether. A specialist SEO agency has the knowledge needed to adopt the right practices for optimising the structure of your website. 

We could go on and on, but ultimately the point has been made. If you want to succeed in SEO and rank on the top for best keywords, you have to do what’s right. Ditch the DIY and give your SEO some TLC. Evaluating who is entrusted with your company’s ranking success is a crucial business decision with big impact, so please consider it with great care. 

If you do feel that you like to discuss your website or ranking efforts with a fresh and skilled SEO mind, then reach out and we have a chat. 

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