Business owners and marketers who know the importance of search engine optimization (SEO) would be all the more eager to deploy its features for better business results. However, there can be slip ups or mistakes which could prove a snare when haste in implementation is not lacking.
SEO can benefit many businesses through a wise adoption this year with the best of tools and solutions available. This inbound marketing approach is considered one of the best in the market when aptly deployed. A site could be highly ranked on Google if this dynamic marketing strategy is included in the master marketing plan for the brand or company if certain common SEO mistakes are avoided.
Mistake #1 – No KPI
As the saying goes, “If you fail to plan, you plan to fail”; hence, any business without its goal and objectives identified clearly as guidelines of operation would be headed for doom. Not only are the goals and objectives for the company and brand should be clearly defined in 2018, it is also essential to identify the Key Performance Indicator for the business as well as SEO.
This means that business owners and marketers need to clear of the tasks and actions required in their business operations. They would have to monitor the ranking, flow of web traffic and the number of conversions or leads generated from every marketing campaign. With these KPIs, business owners and marketers can determine the viability and success of the selected marketing strategy implemented.
Without proper KPIs identified, it is difficult to steer the business to greater heights just like a blind man walking without aids.
Mistake #2 – Duplicate Content
Good contents are the essence of a dynamic website which would enjoy high rankings by top search engines. Web users tend to flock to sites with relevant and unique contents, but some business owners and marketers may tend to duplicate content on their web pages from other sources out of desperation. However, this may bring about a backlash from Google for duplicate contents.
The site could be blacklisted with lower rankings and the brand or company may suffer bad image. Hence, it is not advisable to resort to duplicate contents, especially illegally from other sources without authorization or permission. A bad market reputation is difficult to shed once it latches on. Hence, business owners and marketers should create their own unique and interesting contents which are highly sought after.
There are many helpful tools like Copyscape, which could check on content duplication before publishing. This would help businesses avoid getting penalized by the authorities or being shamed in the marketplace.
Mistake #3 – Poor Quality Content
Another SEO mistake that is commonly made by business owners and marketers is publishing poor quality content. They take the effort to create original contents, but their writing skills may be lacking in style or substance. This would make the contents uninteresting or of low quality which would not drive in much traffic.
Many online writers may be tempted to write for the sake of publishing contents regularly on their business sites or blogs as expected by their readers or fans. However, such actions could prove costly as web readers may not appreciate the contents. Published contents must be relevant and informative with the best of writing skills that include correct grammar, spelling, and sentence construction. The contents must be optimized with relevant keywords for easy and fast online searches which top search engines would be able to index the site professionally.
It is never a good idea to resort to article spinning software which may churn out articles quickly for publishing as search engines today are highly alert to such contents which are unacceptable. Contents developed by bots are easily identified by search engine algorithms and frowned upon.
Mistake #4 – Over Optimization
Although optimization of contents is highly lauded, some business owners and marketers may be overly enthusiastic to over optimize their content. Good content optimization refers to the proper use of SEO features that include positioning of relevant keywords and Meta tags around the article.
However, it does not mean that every other sentence contains the keywords or keyword phrases that make reading and understanding the passage difficult. Good contents should be coherent for a clear identification of the message. An over optimization of the contents could distract the reader from being engaged with the message. The bounce rate could rise as readers are not captivated by the contents or style of presentation.
This would lead to lower rankings for the webpage or site. Google has tweaked its search engine algorithm to be stringent in identifying low-quality content with too many keywords included. Good quality contents should not be over optimized.
Mistake #5 – Targeting Wrong Keywords
A good SEO strategy requires good keywords or keyword phrases which web users use to search for their desired information. Hence, the choice of wrong keywords could prove detrimental. Good contents are based on the right keywords identified depending on the preferred KPIs.
If the wrong keywords are selected, this would impact the flow of traffic to the site as the targeted consumers would not be able to find the site. Good keywords come about through diligent market research that reveals popular and effective keywords used by web users.
There are many tools like AdWords Keyword Planner which business owners and marketers could take on to check if their preferred keywords are relevant and effective before implementation.
Mistake #6 – Poor Links
Links are highly instrumental in directing traffic to the site. Good links must be aptly built with a good understanding of its functions and application. Many business owners and marketers resort to buying or exchanging links instead of developing and maintaining their own. The former could generate errors and backlashes with possible penalties by Google.
The right approach to good link building is to ensure a good number of good links on the page or site. Too many links could be distracting while poor links would not lead the web user to the right page. This would be frustrating to web users if the links are broken or not updated.