As you’ve probably heard from many other sources, harnessing the power of organic search is one of the best ways to ensure the long-term success and health of your business. Every modern business owner understands the value of a well-executed SEO campaign, but in trying to carry these out, many CEOs and managers make seriously detrimental blunders. Here are some of the worst ones you can make.
Forgetting About On-Site SEO
One of the most common and damaging SEO mistakes is neglecting to optimise every page on your site for targeted keywords. Using your company blog as a tool for content marketing is a great idea, as long as the writers assigned to it know what they’re doing. Okay, you’re carrying out all the right keyword research, and running each post you publish through a list of checks. Great start! However, have you thought about separate meta descriptions for each page? Have you run your site through a good crawler to check for any broken links? If you answered “no” to any of these, then you’re going to be wasting your time, and more importantly, your money! You need to make every page on your site mesh with modern SEO conventions as much as possible, giving every little facet to your site its own value.
Over-Doing Inbound Anchor Text
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Link building is a critical part of SEO, as you probably know already. However, there are a lot of businesses out there that fail to approach it in the right way. Some are still even using private blog networks to try and help their rankings, and only wind up getting penalised by Google for it. Whenever you’re working on SEO, you need to bear in mind that search engines are all centred around giving users a great experience. They exist to bring users the most relevant, engaging, and useful content anywhere on the web. You also need to remember that the average user is completely clueless about SEO. How many times do you think most people link to blog posts with anchor text that happens to match the keywords that the webmaster is trying to get that page to rank for? Make sure you’re balancing out keyword anchor text with naked URLs and branded anchors. Fail to do this, and sooner or later, you’ll see your rankings decline.
In search engine optimisation, it’s always a good idea to target a narrow niche. However, you should avoid repeating the same keyword across several pages of your site. If you do this, you’ll create a conflict, forcing Google to decide which of the pages it will rank. Each page needs to stand out from the rest, and the keywords you’re applying should be a part of this. If you have several pages all ranking for the same keyword, ultimately, they’re going to drag each other down SERPs. You should also avoid any kind of duplicate content across several pages of your site. If you’ve got a single product listed in multiple pages, for example, use redirects to forward traffic towards better-performing content.
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