Technical Disadvantages of SEO

Certain technical constraints may limit your SEO capabilities. For example, if you don’t have the right IT resource, knowledge or technology available to implement the changes to site structure and content markup needed for SEO. To give one example, websites using entirely Flash can cause readability problems for search engines which makes onsite optimization redundant.

There is a real need for better education and training of content authors. They need to know what key phrases to use, and where to use them, when they add and update content.

Balance is required when authors create pages as they are being created for both search engines and humans.

Copy and language which work for SEO can be different to normally written copy, although the search engines do try to identify and reward natural language. Authors need to compromise and create a balance between the two so that pages are intelligible to readers but are also good search engine fodder.

So the key is to write for users but label your content accurately for Googlebot.

These problem areas cause many companies to focus their online marketing strategies on PPC. The staple diet of most marketers remains ad buying and planning so they tend to feel most comfortable with PPC. Indeed, PPC is often the initial move into the world of search for many offline marketers, the simplest starting point. ROI from paid search can be extremely good, but don’t allow these potential problem areas or the ease of buying PPC ads to distract you from the huge benefits of organic search optimization.

Always remember that SEO is not just a technical discipline to be conducted by a specialist team or agency. It requires a different style to traditional copywriting which demands training of content owners and reviewers.