Before we begin let’s understand what is SEO all about?

Search Engine Optimisation (SEO) is a digital marketing process that works to optimise and position a website on organic search engine results.

It includes ranking and being visible for search terms, keywords and phrases that are used by your target audience in organic search listings. With SEO your website gets noticed by more than your target audience.

Who doesn’t wants their website ranking top on the first page, above the competition? Well, everyone does, isn’t it?

So, you decide you’re going to concentrate on SEO for your primary traffic strategy, optimizing everything so that the search engines send you hundreds and thousands of visitors per day, at free of cost. You put all your efforts to do your keyword research; you find a few phrases with high search volume. Greedy to tap the opportunity, you optimize your website, after working on it for several weeks or months, it’s certainly moved up, but you’re still not appeared on the first page. Scratching your head you might wonder, “What the hell is going on?”

SEO is a lot more than just figuring the high search volume keywords and phrases. It is far beyond keyword stuffing and doing black hat activities.

While you start working on SEO, remember, no matter how updated or evolving the technology might be today, there is still that factor “Hey, I am human” missing. After all, at the end of the day, the undeniable fact remains that it is a Search Engine.

As digital marketers talk about all those goodie-goodie stuff, the benefits and must-to-optimize reasons about Search Engine, it is also essential to know it’s limitations so that we can tackle and overcome the challenges appropriately. As it’s rightly said by Kamlesh Sawal, a Digital Marketer, “You can make the most of a tool, or you can best leverage it when you know its limitations”.

This makes sense as SEO is about making your best for both the humans, who understand emotions and the software that understands nothing but algorithms.

SEO has its own set of limitation, limitations that you must know before you start optimizing search engines –

• SEO works when a prospect seeks an answer to his/her questions.
• In SEO it becomes difficult to make “quick changes” or “quick edits” once you’ve started your activity.
• Just like two pages can’t have the same URL, similarly, you can’t rank two pages of your website for the same keyword.
• Too much of information and it becomes confusing what to follow. You need to be specific and precise about your objective – right from selecting the keyword to creating its content, to the URL structure, to the flow – everything needs to synchronise.
• Don’t overrule analytics. SEO isn’t simply about the huge amount of free traffic. It’s also about conversion and leads. It’s easy to get trapped watching phrases with massive traffic, but tough getting ranked for those super-competitive, high search volume keywords. The higher the search volume, the tough the competition.
• The first page is a battlefield, where you compete with best warriors, getting yourself ranked for broad search terms is like inviting more warriors – So, the tip is don’t just consider high search volume keywords that may invite competition as well. Look out for quality keywords that will convert better because they’re more specific.
• Be consistent. As inconsistent implementation of SEO practices will immediately result in failure.
• Unlike SEM/PPC you can’t switch on and off with a click. It isn’t so instant.
• At the end of the day, search engine optimization is just data management – mining it, extracting it, and providing it back to the user is a significant way. You see, the search engines can’t mine everything– in fact, there are certain pieces of code, design, and formats that are akin to a massive brick wall that the spider can’t crawl or dig through.
• There is a lot hidden, the secret ins and outs of Google’s algorithms that matter in organic search rankings. Resultantly, which may deliver results that are quite opposite from what you are expecting. Only Google knows and so only Google has full control over it. One has no control, no matter how expert he/she may claim to be, of how much traffic you will generate and what type of traffic you will be getting from all your SEO efforts.

There are SEO agencies that offer good and fair practices, but just like every coin has two sides, there are also agencies that practice black hat activities. As a result of which, bring their client at the risk of Google penalty.

Thus, it becomes crucial to choose an SEO agency that helps you rank your website by putting efforts, strategy and insights.