Content marketers often struggle to keep up with Google’s algorithm which can make or break their efforts, and makes search engine optimization a challenge.

SEO strategy was one of the top concerns for marketers at HubSpot’s 2022 Inbound User Conference. People rely on search engines to find the content they are looking for, and websites that rank on the first page of search results for a keyword phrase can get a lot of traffic. Marketers need to understand how to optimize their content for search engines if they want to improve their page rankings.

The top SEO challenges faced by marketers include algorithm changes, underdeveloped AI, slow results, and too many tools.

1. Google algorithm changes

Google changes its search algorithm several times a year, which can affect organizations’ website traffic. The changes often reward high-quality content related to its main keyword. However, the algorithm evaluates many variables — including content linking, site speed, and content rigor — and many marketers who have joined Inbound say they struggle to keep up. change.

Marketing teams can’t control Google’s algorithm, but they can control how they react to it. Organizations looking to improve their SEO strategy must not only stay up to date with what Google is making public about their algorithm but also build a strong brand to build credibility in their market.

To build a strong brand, organizations can offer free online tools, says Patel. Free tools, such as plagiarism checkers or calorie calculators, tend to generate a lot of brand queries on Google from people who want to use the tool, which can build brand credibility. an organization’s SEO performance and ranking.

2. Artificial intelligence

Almost every industry uses AI in one way or another, and marketing is no exception. While AI-powered SEO tools can help marketers find alternative keywords and generate anchor text variations, they often struggle to produce complex content on their own.

While not capable of writing comprehensive articles, AI can still help writers create content. For example, it can create title tags, subtitles, and other pieces of content that writers can edit, add, and expand on.

Additionally, marketing teams can use AI to create what Bertrand calls “effective content.” This could include comparison, sample or FAQ pages, where AI can do a better job of creating this type of content.

3. Slow results

SEO strategies can help organizations increase website traffic, but results can take months to show. These strategies involve many factors, such as quality and quantity of content, page authority, and website UX, all of which take time to develop.

Marketers need to commit to a long-term SEO strategy and not let slow results discourage them. They need to invest time and resources into building a library of high-quality content, specifically tailored to the needs of their audience. In addition, to build site authority, organizations can obtain backlinks – instances where one website links to another site – from other sites that Google deems worthy of interest. trust.

4. Too many tools

SEO tools can streamline processes like keyword research, but too many tools can hinder productivity. For example, an SEO strategist might use one tool for keyword research, another for performance tracking, and another for web crawling. When the software stack that includes too many tools is blurred, it can be frustrating for users to switch between different applications.

To optimize the SEO software stack, marketers must first identify any duplication of features. For example, an organization might pay for a standalone keyword research tool, but also have a keyword research tool with its own keyword research capabilities. In this case, marketers can discard the standalone tool. Alternatively, marketers can choose to replace all or most of their faulty tools with an SEO suite to improve the user experience of their suite.

Over time, search engine algorithms have become increasingly sophisticated and difficult to manipulate with shortcuts like keyword stuffing. To be successful, marketers must keep up with changing algorithms, create high-quality content, and build brand credibility. AI tools can help streamline the content creation process, but publishers need to steer them in the right direction. In addition, SEO marketers need to develop a long-term strategy and optimize their SEO package.