In a world where more and more people have easy access to the internet, having a company website is no longer a luxury, it is a necessity. Your potential customers are already online, and if you don’t have a website, they have no way of finding you. Once you have a website, the next most important thing is making sure you engage in SEO to ensure you are ranking highly in search engine results pages, making it even easier for potential customers to find you.
The world of SEO is constantly changing and evolving, with search engines regularly updating the algorithms they use to rank different websites. One thing this leads to is businesses using outdated tactics, which can do their website more harm than good. The following are 8 SEO mistakes which you or your SEO agency shouldn’t be making.
SEO is complex, and is not something you can just do once and forget all about it. It should be an ongoing process, with you constantly updating and tweaking your strategy for the best results. While it can be tempting to just “wing it” and hope for the best, those without a well thought out plan will never achieve the same results as businesses with a proper strategy.
We have already established that SEO is a complex and constantly changing discipline, so it would be unwise to assume that you know everything. Don’t be afraid to ask questions, as you should always be trying to expand your knowledge. Part of the reason people turn to SEO agencies is that they have spent time developing expert knowledge in this field.
Over-optimisation, or keyword stuffing, used to be seen as standard practice across the SEO industry – until Google Panda and Penguin came into place, that is. Following the release of these algorithms, websites began to be penalised for over-optimisation, with Google putting more emphasis on high quality content.
Some businesses or agencies will focus so much on building links from external sites to their own, that they forget all about internal linking. Internal linking within your own site helps make every part of your website more visible to search engines, developing a proper hierarchy of content. Internally linking to key pages on your site helps demonstrate those pages’ importance to search engines.
When it comes to external links, Google puts a lot of emphasis and important on three factors: trust, authority, and expertise. Google has also been very clear on its thoughts when it comes to buying links – put simply, don’t do it. Aim to build links to high quality, authoritative websites.
This problem is a rather common one, with people not even realising they are doing something wrong. Search engines can’t see images like we can, and instead have to use things like alt tags and file names to differentiate between visual content. That means, if you aren’t taking care with your alt tags and file names you are missing an SEO opportunity.
Search engines are placing more and more importance on quality content when ranking websites. If you have web pages with little to no content on them, Google may view the page as less important and valuable. In order to acquire and retain consistently high rankings in search engine results pages, it is vital that you are creating regular, relevant, engaging content.
Social authority is another factor taken into account by search engines when ranking a website. If you don’t have an active social media presence, with profiles that link to your website, you are missing out on a great opportunity.
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