The truth is, regardless of how much you run SEO activities, SEO’s best practices are essential to improving the visibility of your website, and ultimately your traffic and conversion rates. It is important to refrain from thinking of SEO as just one bothersome task you have to perform in order to maintain your site.
The first important thing you can do is to learn about some common mistakes made in search engine optimisation that you need to avoid.
# 1 – Using Cheap SEO Schemes & Black Hat Techniques
One of the common mistakes in SEO marketing is falling for cheap SEO tricks and black hat strategies. It is important to note that most of the “quick SEO solutions” often have some things to do with black hat SEO tactics. If the deal sounds too good to be true, then you need to think again about that approach!
Sincerely speaking, getting links to a certain page might be easy, but the really hard thing is getting rank boosting links. For instance, before you can get some links on authoritative sites, you have to work pretty hard. In most cases, you have two options. If you have the skill, you can pitch a high-value guest post on a topic of interest or pay somebody with the necessary skill and influence to do the job.
Unfortunately, linking with influencers is not always successful, particularly if your main aim is to get features on a popular site in order to get links. Real success will come when your focus shifts to your immediate needs (e.g. links, social shares and traffic) to delivering high-value content. That is what the users want.
Black hat SEO tactics might sound fast, promising and rosy, but don’t be fooled into trying them out. With the recent release of updated algorithms for SEO ranking by major search engines, you will easily and quickly be penalised for using black hat SEO tricks. The main aim of search engines is to reward trustworthy sites while penalising sites that use inappropriate and illegitimate techniques to manipulate search engine results.
#2 – Failure to Update your Site
After spending months developing an attractive, user-friendly site and writing helpful blogs as well as optimising their website using well-researched keywords, many SEO newbies and experts alike will relax, watch traffic flow, and wait for visitors to convert into leads and ultimately into customers. With all this hard work, most people expect that after a few months they should at least start to see some payoffs from their SEO marketing efforts. However, this is a big mistake. SEO should be a constant effort, and it often necessitates that you always keep your site active. Rather than just publishing a couple of blogs and sitting back, you need to create a schedule for regularly posting new blogs with helpful information and make it a habit. Failure to constantly update content on your site often leads to failure for search engines to notice your website.
#3 – Failure to Identify and Remove Toxic Backlinks
Unnatural links that have an adverse effect on the search engine rankings of a website are known as toxic backlinks. Nowadays, major search engines use SEO tools that focus on penalising websites that contain bad or toxic backlink profiles. You need to avoid using or accumulating a huge number of toxic backlinks profile. In many cases, the SEO agency you had contracted or are currently working with might be responsible for creating a huge profile of toxic backlinks. Some SEO companies will collect spammy links in order to give a client’s website a sudden boost in rankings, and this can be very detrimental in the long-term. The only way to avoid this is to ensure that the SEO expert in charge of running your SEO campaign adheres to webmasters guidelines.
Some of the most common backlinks to identify include:
- Sites that carry viruses and malware
- Link networks
- Spam sites and other sites that are developed solely for link building
- Sites that are not indexed by Google
You should also learn how to remove toxic links. And, make sure to gather more information on backlink analysis, audit, and toxic backlinks removal services.
#4 Failure to Optimise for the Appropriate Keywords
At times, it is the small things that people will fail to notice, yet they make a significant difference in the prosperity of their business. Although it is common knowledge within the SEO marketing arena that not all keywords will help to grow a business, many people fail to realise and acknowledge this fact. If you don’t realise that some keywords might actually harm your conversion rates then the success of your SEO campaign will not yield the expected return on investment. It is important to understand that while head keywords like making money online or politics tend to have greater search volumes, long-tail keywords like “how to make money on site X from home” will generate approximately 70% of all the search traffic – and it is the traffic that genuinely brings conversions.
#5 – Lack of Distinct Title Tags & Unique Description
Failure to include unique title tags and distinct descriptions is probably the worst SEO mistake and regardless of the emphasis given by major search engines, some websites do not have a unique title for each page.
Some of the most common mistakes include:
- Having all the pages in the website under one title
- Making the title longer than 65 characters
- Including the name of the website in the page title (it is okay to include the website name for the home page, but it is not necessary for other pages)
Additionally, descriptions must be unique. It is usually recommended that a description should be between 150 and 160 characters. Descriptions should also not be stuffed with keywords and they should be attractive to the users. It is important to have good descriptions because they have a great potential to boost your click-through-rate (CTR), and if the content truly delivers what the description is promising, you are more likely to register high conversion rates as well.
Overall, there are numerous mistakes that SEO professionals and amateurs make during search engine optimisation, and these often harm the prospects for success in any SEO program. However, the five points discussed in this article have been found to be especially harmful and they have an adverse effect on the business. Avoid doing these mistakes and you’re sure to get the most out of your SEO marketing campaigns.