Obviously no one sets out to create an SEO campaign, or any other kind of business initiative, that fails. However, along the way certain mistakes can be made that will inevitably result in campaign failure. Sometimes the mistake can seem innocent enough, but really SEO is about gaining momentum as time goes on. A mistake that is made early in the process can hinder every effort that follows. Therefore, when implementing an SEO campaign be sure to avoid the following common mistakes:
1. Optimizing for a Bad Website
SEO is a long term process that takes time and resources. The goal of an SEO campaign is to increase website traffic to improve conversion rates. SEO efforts will help to get more visitors to the site, but then the rest of the work is up to the website itself. If it looks bad, has a confusing navigation, or doesn’t have clear call to actions it’s a problem. Before starting an SEO campaign you need to determine whether your website is worth the effort. If it’s not, concentrate on improving that first.
2. Not Conducting Keyword Research
Many website owners make the mistake of assuming that they know how their target audience is searching. In most cases, they are wrong. Keyword research needs to be conducted for every page of the website, since each page serves a different purpose and can be an entry point to a website. Using the wrong keywords can result in getting the wrong kind of visitors that won’t convert. Traffic is good, but sales and leads from qualified visitors are much better.
3. Greedy Link Building
Links are a huge part of SEO. The search engine spiders crawl links to determine website relevancy and trust. It’s tempting to get greedy when it comes to link building. After all there are plenty of advertisements for thousands of links at a low price. But are those links really valuable? Not at all. It’s the quality of a link that really matters, not the quantity.
4. Creating Poor Content
Without content, there is nothing to optimize and publish online, whether it is on site or on other web properties. Content is what ranks in the search engines and helps build links. However, in order to do so the content needs to be good! Publishing lots of low quality content that is only vaguely related to the industry just to get some links will backfire. Focus on the needs of the target audience and create content with that in mind.
5. Not Using Social Media
Social media and SEO continue to converge online. One strategy should not be implemented without the other in mind now that the search engines incorporate social signals into the ranking algorithms.
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