When it comes to SEO (Search Engine Optimization), many people think that if they do everything right—choose the perfect keywords, optimize website speed, and ensure a mobile-friendly design—the results will automatically meet their expectations. However, the reality isn’t that simple. SEO is a long-term game, filled with uncertainty, because some factors are completely beyond your control. In this article, we’ll explore three crucial elements in SEO that you cannot control, but still play a key role in your success. Ready? Let’s dive in!
1. Constantly Changing Search Engine Algorithms
One of the main factors you can’t control in SEO is search engine algorithms. This is the element that often leaves website owners and marketers constantly strategizing. Take Google’s algorithm, for example—it frequently gets updated without any clear notifications, meaning your SEO strategy may need to adapt quickly.
Google’s algorithm is a complex system used to rank websites in search results, aiming to deliver the most relevant results to users. The challenge is that these algorithms are never fully disclosed to the public, leaving us to guess what has changed. Some notable Google algorithm updates include:
- Google Panda (2011): This targeted websites with low-quality content and excessive ads. After this update, many sites with thin content saw their rankings drop.
- Google Penguin (2012): Focused on penalizing websites with low-quality or unnatural backlinks. If you previously bought backlinks, you likely felt the impact of this update.
- Google Hummingbird (2013): Introduced the focus on “search intent,” meaning results are more aligned with the user’s intent rather than just the exact keywords.
- Google RankBrain (2015): This AI-driven update helped Google better understand search behavior, delivering the most relevant results based on user intent.
For instance, after Google Penguin, many websites suffered penalties, with about 65% of sites using unnatural backlinks experiencing a steep decline in rankings within two weeks! When Google changes its algorithm, there’s little you can do but adapt.
What can you do?
Since you can’t control the algorithm, focus on what you can manage. Prioritize high-quality content and provide a great user experience. Don’t stress too much over every algorithm change—just ensure your content remains relevant and valuable to your audience.
2. Unpredictable User Behavior
Aside from search engine algorithms, another uncontrollable factor is user behavior. Your website visitors are individuals with dynamic needs and behaviors, making them hard to predict.
Even when you successfully drive organic traffic to your website, you can’t force users to act in a specific way. They might just skim the content, leave immediately, or not even click on your site, even if it appears on the first page of Google.
Why can’t we control user behavior? Everyone has different needs and preferences. Some people may only need quick information, while others prefer in-depth articles. Moreover, aspects like website design, ad placement, and loading speed all affect their experience. For example, 83% of mobile users will abandon a website if it takes longer than 3 seconds to load.
What can you do?
Since user behavior is out of your control, your job is to keep them engaged on your site. How?
- Create engaging and relevant content. Don’t just focus on keyword optimization—ensure your content answers users’ questions.
- Improve the user experience. Make sure your website design is simple, easy to navigate, and mobile-friendly. A good user experience significantly reduces bounce rates.
- Engage with your audience. Add interactive content like polls or comment sections to encourage discussion. The more interactive your content, the more likely users will stay longer.
3. External Backlinks You Can’t Control
Backlinks—links from other websites pointing to yours—are a vital factor in SEO. Google views backlinks as “votes” that signal your site’s authority and relevance. The more high-quality backlinks you receive, the better your chances of ranking higher in search results.
However, the issue is that you cannot control who links to your site. You can’t always ask people for backlinks, let alone force authoritative websites to link to your content.
Why are backlinks important?
Backlinks from high-quality websites can significantly boost your site’s authority in the eyes of search engines. For example, sites that earn backlinks from reputable websites like Forbes or Wikipedia often have stronger authority. A study even shows that 91% of all web pages don’t receive organic traffic from Google because they lack backlinks.
What can you do?
Even though you can’t control who gives you backlinks, there are strategies to improve your chances of gaining high-quality ones:
- Create shareable content. In-depth articles, infographics, and unique case studies are more likely to be shared by others.
- Network in your industry. Build good relationships with others in your field, which could lead to guest posts or collaborative projects that result in backlinks.
- Ensure your website is link-worthy. Websites with quality content and professional design are more likely to receive backlinks than those that seem neglected or are slow to load.
SEO Is a Continuous Journey
With three major factors—search engine algorithms, user behavior, and external backlinks—out of your control, it’s essential to understand that SEO is not a one-time effort. It’s an ongoing process that requires regular evaluation and adjustments.
Never stop learning and stay adaptable to changes. Remember, SEO isn’t about gaming the algorithm but providing the best experience for users. When you focus on producing quality content, improving user experience, and building relationships in your industry, search engines will reward your site.
Although there are many aspects of SEO beyond your control, with the right strategy and consistent effort, you can still achieve significant and sustainable results. Stay motivated, and remember—SEO is a marathon, not a sprint!
