In general, SEO isn’t actually that tricky, it just takes a fair bit of time. Although, there are a small number of pitfalls that can limit your website’s success, especially if you are trying to tackle SEO yourself.
If you are worried about making serious mistakes, or don’t have the time to properly manage your SEO then it is recommended you enlist the assistance of a professional. SEO companies know what they are doing and actually have the time to dedicate towards your website.
In saying that, if you are looking to do SEO yourself then you need to be aware of some of the worst SEO mistakes you can make. Once you become aware of these mistakes you can actively work towards a more positive approach towards your SEO (and hopefully it includes better results!).
1. Creating Worthless Content
If you are just creating content for the sake of having content on your website, you are never going to do well. Your content actually needs to be engaging and useful to readers. If not, you are not giving them much reason to stay on your website.
This doesn’t mean that you can pull back on the level of content created. There still needs to be a regular steam of new content being uploaded, but you now need to ensure that it is of a high quality. This will work to improve your website’s authority, indexation rate as well as brand exposure.
Creating content for the sake of it is just simply a waste of your resources. So the next time you are putting together a new piece of content, make sure you complete strategic keyword research as well as ensuring the content is then related to your target keyword.
While creating this type of content will take longer, it is certainly worth it. Content that is evergreen and actionable will stand the test of time and keep both users and search engines happy.
2. Optimising the Incorrect Keywords
If your website is not converting visitors into customers or your content isn’t driving high levels of traffic, then you may need to go back to basics and revaluate your keywords and the strategy attached to it.
Many webmasters simply create a keyword list and never reevaluate it over the months or years. Your keyword list is something that needs to be looked at on a regular basis as your strategy will most likely change over time and you need a new keyword list to reflect this.
Some common mistakes you need to avoid:
- Disregarding the value of AdWords
- Completely relying on phrases that have a high search volume, but don’t necessarily convert
- Attempting to include exact match phrases that just don’t work into a piece of content
- Overlooking your click through rate (CTR)
- Picking keywords that are completely unrelated to your target audience
- Only looking to focus on broad keywords
If you are finding it difficult to produce an update list of keywords, there are a few tools that could be very helpful for you. Try using Google Keyword Planner and/ or SEMRush’s keyword generator.
3. Disregarding Local SEO
When Google introduced the Pigeon update, it showed just how important local SEO is. Local SEO should now be an important part of your SEO, no matter the type of business you are running.
There are aspects that seem to be forgotten when it comes to local SEO. Firstly, local directory reviews. But submitting your business to local directories you are spreading the word about your business to more and more potential customers.
Secondly, it is essential that you customise your Google My Business page. There has been a recent update to allow for posts to be included in your Google My Business listing. This will certainly help to drive more traffic to your website.
4. Forgetting to Audit Website Regularly
SEO is ever evolving. So if you don’t take the time to sit down and audit your website from time to time, you will find the mistakes and errors build up over time. It is especially vital to preform an audit on your website if you have just conducted a site migration.
When preforming a site audit there are a few things you need to look out for:
- Broken links
- Slow website speed (usually due to large images or videos)
- Duplicate content
- Poorly optimised meta tags
Another part of the site audit that people tend to forget is taking another look at the content strategy. Content is a major part of any website and therefore needs to be reevaluated on a regular basis.
Your content strategy also includes keywords, so make sure you also look to update your keyword list as well to reflect the new content strategy. Finding new opportunities will help your website (and business) stay relevant.