At this point some webmasters would argue that this is not SEO and it falls more or less under ?Usability? issues. And a lot of SEO service providers would say that ?the client does not pay us enough for this kind of job? or ?the client only wants links? or ?the client thinks that the existing design is simply perfect?.

Does it really make sense! Do you really think that if your visitors are not happy visiting the page, they would come back? Or do you think if the visitors are not happy, the search engines would send more people to your website!

Over the time SEO has definitely changed its definition. It is not a lonely department where you can just work on getting one way links and expect that it would improve search engine rank for your website. You need to plan a complete strategy on not only marketing (today, link building is a part of strategic search engine marketing) of the website but also its development (content, architecture, user experience etc.).

Now at this point, a lot of SEO service providers would say that, the client will not allow you to work on the content let alone architecture and other developments. This is really a big problem where the website owners think that they know all about SEO (after reading a few blog posts and participating in some forum) and they have taken the best decision. You need to deal with these clients and make them understand the reason. If you can show them the result, they should not have any reason to stop you from making the necessary changes. Everyone understands his or her own profit.

But most of the SEO service providers can not prove the point to the clients and most of them cannot show the result to the clients.

Why do they fail to deliver the result that calculations said possible! I agree that we should always leave a margin on the success rate but still we often find the result to be far below the margin level.

Why this happens?

We often use Analytics to get data and make necessary changes or make scalable claims on result. Whatever tool we use, paid or free, they can never be accurate and thus your strategy may fail if you do not know where to mark the margin on your assumptions.

For example, Analytics are not powerful enough to distinguish between human visitors and bots. Though you can identify a robot, you cannot do the same for a bot as they do not follow any legitimate way. Thus if you depend solely on the data provided by the ?number of visitors? your assumptions are bound to fall back.

Thus the only way is to use as many data verticals as possible to come to a better understanding of the overall situation. And another most important thing is that do not even try to believe that the data provided by any analytics tool is 100% accurate.

Thus for a better search engine rankings, you need to have a better understanding of the whole situation.