SEO is brilliant for business visibility and branding, and when it’s well executed, it will help you to appear as high in the search engine rankings as possible. You want search engines like Google to rank your site well as it helps to validate it as a relevant result for potential visitors, helping ensure you get that all important traffic.
With that being said, though, there are many SEO blunders that all-too-often businesses can get caught up in. Here, we run over some of the key ones and how you can avoid them.
Depending Solely on SEO
Having SEO as part of your online marketing strategy helps to ensure that your content is easily figured out by search engines. Considering that a whopping amount of internet traffic is powered by search, making sure your site is SEO-optimised is an extremely worthwhile endeavour.
That being said, depending solely on SEO is risky, mainly because marketing is not ‘one size fits all’. Marketing strategies evolve based on the success and failures of multiple tactics, including, but not limited to, SEO. Expecting instant and awesome results purely from SEO is going to get you nowhere.
Forgetting About Body Content
The content of your web pages needs to be much, much more than just an optimised title and description tags (though they are vital for distinguishing your page from others and proper indexing).
Its all about useful and unique content in the body of your pages, as this is where your users are going to engage most with your brand or message. There’s no point in having brilliant meta-tags if the content isn’t there to support the traffic being sent your way.
Creating Poor Content
Continuing on the content vein, having poorly crafted, irrelevant content isn’t going to do you any favours. You want your content to appeal to your target audience, but you also want to try and create content that is link-worthy.
You won’t always be able to do this as not every page or topic you come to write will have shareability. That’s why it’s important to produce regular content that will lend itself to your site’s authority. Inject this with useful and informative writing to make sure your users are engaged and that your content is something worth inbound links.
Making use of ‘Click Here’
Using the anchor text ‘Click Here’ provides no SEO value. It tells the search engine nothing about the content to which the link leads.
Let the anchor text be part of the organic content on the page – make it simple and logical, letting the user follow their interests naturally. It’s also useful to make sure your site design allows for easy-to-recognise links so they don’t get lost in your content.
Using Outdated SEO Strategies
This one isn’t exactly straightforward, but essentially, you want to ensure you’re keeping up to date with SEO strategies to ensure your traffic and rankings don’t drop or get outmaneuvered by others who are catching on to new techniques sooner.
Again, make sure you’re writing quality, useful content with obvious themes and intentions that will be relevant to your users. Don’t waste time on unnecessary content that’s stuffed full of keywords that provides no value. Users will cotton on quickly that that’s what you’re doing and will promptly turn away, risking your future traffic and conversions.
Letting Your Keywords Go Stale
In your first round of SEO optimisation you’ll do keyword research to figure out how people are searching for your product or service and use that research to inform your content strategy.
It doesn’t stop there though.
Your site’s SEO needs to be maintained, so don’t forget to allow some ongoing time every once in a while to investigate your keywords and make sure they’re still relevant to the way people are searching.
Making Your Site Structure Too Complex
Make sure the routes on your website are simple, clear and logical. Users don’t want to have to click through a maze of pages to get to the information they want, so make sure you categorize your menus, links and content logically.
Simplicity not only helps your users, but also helps Google to navigate and interact with your website. Don’t switch users off with an overcomplicated site.
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