While SEO is very important to any organization that has an online presence, it has a couple of problems as well. And for any company to use SEO effectively, these limitations must be kept in mind.
1. Spidering and Indexing Problems:
• Search engines aren’t good at completing online forms (such as a login), and thus any content contained behind them may remain hidden.
• Websites using a CMS (Content Management System) often create duplicate versions of the same page – a major problem for search engines looking for completely original content.
• Errors in a website’s crawling directives (robots.txt) may lead to blocking search engines entirely.
• Poor link structures lead to search engines failing to reach all of a website’s content. In other cases, poor link structures allow search engines to spider content, but leave it so minimally exposed that it’s deemed “unimportant” by the engine’s index.
2. Content to Query Matching:
• Text that is not written in common terms that people use to search. For example, writing about “food cooling units” when people actually search for “refrigerators”.
• Language and internationalization subtleties. For example, color vs colour. When in doubt, check what people are searching for and use exact matches in your content.
• Location targeting, such as targeting content in Polish when the majority of the people who would visit your website are from Japan.
• Mixed contextual signals. For example, the title of your blog post is “Mexico’s Best Coffee” but the post itself is about a vacation resort in Canada which happens to serve great coffee. These mixed messages send confusing signals to search engines.
3. The “Tree Falls in a Forest”
• SEO isn’t just about getting the technical details of search-engine friendly web development correct. It’s also about marketing. You can build a perfect website, but its content can remain invisible to search engines unless you promote it. This is due to the nature of search technology, which relies on the metrics of relevance and importance to display results.
• The “tree falls in a forest” adage postulates that if no one is around to hear the sound, it may not exist at all – and this translates perfectly to search engines and web content. Put another way – if no one links to your content, the search engines may choose to ignore it.
• The engines by themselves have no inherent gauge of quality and no potential way to discover fantastic pieces of content on the web. Only humans have this power – to discover, react, comment and link to. Thus, great content cannot simply be created – it must be shared and talked about.