Ryan Jones Profile picture
Feb 7 14 tweets 4 min read
🧵SEO is Hard 🧵

I think a lot, if not all, of us who work in SEO understand this, but what can make it harder is when you're down MoM or YoY compared to where you were.

You feel like a failure, but I'm here to tell you that is not the case.

Let me explain in this thread...
1⃣ People May Be Searching Less 1⃣

This is the case for us. As an SEO who works in ecommerce, organic growth and revenue growth matters.

When you're down in traffic and revenue, just have a look at keyword planner.. You may find people are just searching less.

That's okay!
The cost of living is higher, inflation is becoming a HUGE issue, people have re-evaluated where they're spending for 2022 compared to 2021.

If you're down, take a look at Google Keyword Planner. You may find searches are down for your key terms.

It's natural and it happens.
2⃣ Metrics for Measuring Success 2⃣

If you are down, there are certain metrics you can look at to make you feel better about your work.

Bounce rate, pages per session, time on page and direct traffic are all indicators of SEO success despite lower traffic.
It's important to remember, as SEOs, we're not just working to improve traffic and revenue. Of course, that's the end goal, but there are other areas of work we can look at to make sure we're doing a good job with the work we are doing!
3⃣ Planning for Growth 3⃣

Just as things become less popular, they will also become more popular again!

Here are some things you should be doing to ensure you're right where you need to be when searches start increasing...
📎 Links 📎

Hey, this is an SEO thread. Of course I was going to mention link building!

Using this time of decline to move past your competitors is crucial. Earn some big links (whatever method works best) to help get your site where it needs to be.
📜 Content 📜

If people are searching less for products, they might be searching a little more for ToFu content!

Use this time!

Conduct some content research, plan blog posts/videos/podcasts and build resources for these ToFu queries!
If you're a market leader in ToFu content, you're more likely to convert these visitors to purchases/MQLs/sales leads when the time does come to buy.
🧪 Testing 🧪

If traffic is down, one of my favourite things to do is ramp up the testing I am doing.

That way, if the test isn't successful, the drop in traffic isn't so crucial. Well, it normally isn't anyway!
Testing is a great way to figure out what works and what will get you ranking better. Run tests, roll out the changes from successful tests when traffic is in decline and you'll be right where you need to be when interest rises again!
4⃣ Summarising my Thoughts 4⃣

Peaks and troughs in traffic and revenue are natural in SEO, but it can leave you feeling powerless as an SEO.

Luckily, there are things we can look out for to make sure we're doing a great job. Even if traffic and revenue has declined.
There are also a number of key things you should be doing during this time to make sure you're ahead of the pack, ready and waiting to take advantage when interest in the market picks up again!

Content, links and testing is all crucial.

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