hy SEO is difficult
We will never “see under the hood” of Google’s algorithm. The closest we can get is correlations and more complicated ways of unraveling it.
Black hat SEO is used to try and increase a website rankings illegitimately, and as a result, search engines’ algorithms are constantly evolving to combat manipulative tactics.
There are 200+ ranking factors
If there are more than 200 ranking factors, which do you focus on?
With so many factors being considered to determine your website’s ranking, it’s impossible to focus on them all. Thankfully though, Cyrus Shepard recently published Zyppy and I’ve tried to simplify it even further here. There are also many published findings to help SEOs focus on the most heavily-weighted ranking factors in Google’s algorithm.
What works today may not work tomorrow
Google’s algorithm is constantly evolving, which means that website optimization needs to be continuous.
Measuring ROI is hard
Since the customer journey is non-linear, it’s not possible attribute leads or purchases to one channel alone. By using multi-channel attribution, you can see SEO is part of a more holistic marketing endeavor.
Experiments have long life cycles
If you are split-testing a landing page and have 1000 visitors per week, you can quickly see what is working. With SEO, initiatives take time to plan, execute, and measure. The cycle of testing, measuring, and repeating is slow owingto the inherent long-term nature of SEO.
Isolating variables is near-impossible
SEOs are typically implementing multiple initiatives simultaneously. This makes it difficult to isolate which variable or factor may have led to an increase in ranking or traffic. In a scientific lab, you can isolate one variable at a time and compare it to a ‘control’ group. With SEO, we don’t have controlled environments to work in.