You are new to the digital marketing game and you just caught wind of the SEO bug.
Now, you are introduced to a set of different worries: your user acquisition, the quality of traffic you are getting on your site, the quality of your copy, your KPIs, your keyword rankings, your bounce rate, the time spent on page and the list goes on.
You feel overwhelmed.
It’s normal to feel overwhelmed when you’re new to the digital marketing space. There are just tons of marketing options out there. Create a Facebook page, publish an article on Linkedin, ‘do SEO’, create a Twitter account…
You may find yourself chasing after one tactic after another.
The Long Game of Traffic
You see, despite all the other scammy SEO consultants tell you, high converting traffic doesn’t occur over night. Good copywriting doesn’t happen overnight as well.
Just to give you some insights, I spent multiple thousand of Singapore dollars on scammy courses before getting it right. I another spent 1 year writing low quality content, before understand that only quality content sells, I then spent another 1 year understanding the intricacies of SEO before spending another 6 months outranking all my competition in another niche in another project.
You need to understand this: Your site traffic isn’t going to be built over one article or one backlink. It’s going to take some time.
This way, you’ll relieve yourself of all the pressure that’s required for you to get sales and enquiries within a week or two.
Your SEO rankings aren’t going to change overnight. No, you’re not going to be page one or rank one tomorrow. You’re also recommended that you only check your SEO rankings twice every month. These days, I don’t even check them, I know that as low as I continue putting out engaging content with the right SEO strategy, the rankings will come.
Let’s put it this way as well: even if you have high SEO rankings, that does not mean that you’ll convert on the traffic that you’re getting.
Here are some questions to consider:
Is your copy engaging enough? Can you identify the pain points and address the fears of your target audience?
I can point to your tons of sites that has high SEO rankings however aren’t least bit engaging or interesting to me.
Whilst marketing another project of mine:
I once asked a client: Why did you pick me over me competition? I mean, I’m not ranked the highest on Google
He said: I took a look at your articles and I felt that you were a good fit for me.
This came to me at at point where I was worrying about my competition. I was bitter and jealous about their website design, they press coverage, their fanciful sales funnels that I didn’t have. They also had higher SEO rankings on multiple keywords that me.
How to Stop Worrying about the Competition?
You might find yourself looking at your competitors site, looking at their fanciful logos, their beautifully designed photos, their sophisticated E-Commerce functions… and your website is still an outdated Weebly site.
Some of them are really outstanding. No doubt. However, you got to understand that they spend years and years/ or heaps of money, just like how I did to get to where they are now.
I also hear people talking about complicated terms such as A/B testing and terms that I myself don’t fully understand. If your site isn’t generating at least a couple thousand visitors a day, A/B testing isn’t your problem. You don’t have enough data significance to test correctly. So stop worrying about the problems that you created yourself. Just stick to the basics and the results will slowly come.
How to Avoid Marketing Tactical Hell?
I used to go through a phase where I would rewrite my copy every couple of days without even asking for any feedback from my audience.
I would also incessantly click the refresh button on my keyword rankings position to see where my latest keyword rankings were. If they dropped, I would then proceed to write 10 low quality blog posts, slap them out on my website and hope that they’ll lead to higher rankings. Oh! So I don’t have enough backlinks. Now, time to get 100s of backlinks! I also once went on a pitch fest, pitching to sites that has no business featuring my type of content.
I call this marketing tactical hell.
Here’s the truth of it: You don’t have enough data to actually test yet.
For smaller sites, changes to your website isn’t going to be reflected by Google or your market immediately. To avoid marketing tactical hell, you should be patient when looking at data:
- Check for rankings only ONCE every 2 weeks
- Compare and contrast your Google analytics data only ONCE every 2 weeks
- Listen to what your market tells you in person, over email, before making random guesses about your copy
No, changing your site’s color isn’t going to help your conversation rates. Including an email pop up isn’t going to improve your subscriber count. Don’t just slap on marketing strategies without asking measuring some metrics such as your quality and quantity of traffic.
Everyone Thinks Competition is Better Than Them
When you start off, I know for sure you’re going to take a look at your competitors and get all frustrated about it. There’s nothing wrong with observing your competitors. You can look at how they position themselves and how you can position yourself to differentiate from them. However, it doesn’t mean that they are better than you.
The majority of the time, they might not even know what they are doing.
Higher SEO rankings don’t mean anything. If you aren’t converting on the back end. High traffic doesn’t mean that your traffic is targeted. Targeted traffic doesn’t mean you are them to clients. Beautifully designed sites do not mean that they any SEO traffic.
Take note, however, don’t obsess.
There are a couple of SEO blogs in Singapore that I follow closely and I get envious from time to time about how technical their guides are. However, firstly, I don’t enjoy publish nerdy technical guides on SEO, it’s extremely boring, and secondly, I realized that I wasn’t writing for the SEO junkie, I was writing for business owners!
Now, don’t get me wrong, technical guides are great, however, they are great for DIY entrepreneurs and business owners with little or no budget looking for DIY SEO guides. They aren’t in my target market! I’m writing for small medium business owners in Singapore that have a willingness to pay either by engaging me as an SEO consultant or looking to send their staff for SEO courses.
So stop worrying about your competition and focus your own website.