Have you ever started on some SEO work and got a bad feeling that you might be doing something wrong?
Here are some mistakes made in SEO, as well as tips on how to avoid them.
Not using your homepage
It is by far your most powerful page because the majority of your inbound links will go there. You also need words on your homepage, and your words have to include your target phrases. You can test what works, trying keywords of varying degrees of difficulty and ambition. It is important to maintain a certain keyword density for your targeted phrases.
Relying too much the homepage
This is just as bad. There is only so far you can go until there comes a point when you have to realize that you need to do well on pages other than your homepage. You have to pass that success on to other pages and if you have developed your channels you will be able to use that success.
Use the power of your home page to target new niches and use internal links to pass that success on deeper into your site. And of course build deep links direct to the internal pages.
Missing The Big Picture
Most optimisation advice is given for a single page, word or technique. If a site is to help a small business then that site is going to need a lot of pages targeting many keywords, and using a wide range of techniques. All of these pages, keywords and techniques need to work together so you need a plan to coordinate that. So what are the techniques? Keyword research, strategy, site structure and navigation, on page SEO, link building and online press releases.
Not having A keyword strategy
Your SEO strategy should serve the company, marketing and brand strategies. A keyword strategy is a prioritized list of the company’s target markets’ niches, as defined by the keywords used in those niches – the words and phrases used in search engines.
Not coordinating SEO with your marketing departments
There is little point in having new content without SEO to maximize the visitors seeing that content. There is little point in SEO without marketing to convert the visitors to whatever it is you want them to do. And there is little point in marketing without sales. You have to make them work together and be part of the process.
Not monitoring results
You have to monitor the numbers buying your product or signing up to your newsletter. This is done with website analytics programs. You may find that the market niche you hoped would work ends up not working, and in that case move on. You have to monitor traffic, rankings and response for relevant searches. If you are getting results you need to move on to the next stage; that might be moving on to the next niche, or perhaps your results are coming from your homepage and you now have to move to get that success transferred to pages deeper in your site.
Not doing SEO now
Here’s a simple point; every day you wait means it will be more expensive to get the same results. If you can, get to the top for a collection of keywords – this will give you momentum and help you stay at the top, and it becomes cheaper. Serious search engine success allows for serious business success – put these things together and you will have success. If you don’t do the work now it’s going to cost you more. There is a simple reason for this and it’s inbound links.
Not understanding structure and navigation
Any site for a reasonably sized business is going to need a lot of pages and if you have lots of pages you need a site structure and an accompanying site navigation that is optimized. Even on a small site it’s possible to get this wrong and waste all your work, which reminds you that you have to get everything working together. You might have wonderfully optimized pages and links but if you don’t have your navigation right or your structure isn’t right then your success will be limited.
What should you do? It’s hard to give a quick answer, but you should organize your site content into channels of related content