When it comes to digital marketing, a good campaign needs a good SEO strategy. Today, the world of SEO and its best practices are constantly changing, so it’s important to stay on top of what’s successful and what’s not. Here, we share the common mistakes that many SEO experts make and why you should avoid them:
A not-secure site
Recently, many more SEO experts have realized that a secure website has a positive impact on rankings. (Even though Google mentioned the positive impact of secure sites back in 2014). When your website isn’t secure, it reduces your trustworthiness and credibility. This means it’s less likely for a visitor to give you their personal information (or even visit your site in the first place). Make sure you purchase an SSL Certificate and install it on your website to make it secure.
According to Search Engine Journal, 80-90 percent of people read an online review before they make a purchase. On top of that, 85 percent of people trust reviews as much as personal recommendations. If your company has bad reviews or if it doesn’t have many, it could give your customers the wrong impression. Try increasing your number of positive reviews by encouraging your current customers to leave you one. This can be done through word of mouth at your location, online through social media, or via an email marketing campaign.
A slow-loading site
Today, technology allows individuals to get what they want at the drop of a hat. When someone visits your website, they expect to see everything it has to offer in just seconds. In fact, Google has mentioned that 53 percent of mobile website visits are abandoned if the site doesn’t load in 3 seconds or less. If your pages, images, call-to-actions, videos, or other elements load slowly, you risk losing their attention and in return, losing their business. Make sure your site has an optimal load time.
Content without the right keywords
When you produce content on a regular basis, it increases your brand exposure and your credibility. It also shows search engine spiders that you’re active. However, many SEO strategy experts forget that content should have the right keywords in order to reach the most people. Before you write content, make sure you do some thorough research as to what keywords it should have. Then, make sure to incorporate them (as well as related keywords) throughout the content and into the headings.
Forgetting 301/302 redirects
You can’t just move webpage content from one URL to another. Otherwise, search engine spiders will see the new URL as a completely new page and the content will lose its ranking history. To avoid this, it’s important to set up 301 or 302 redirects so that your page is still seen as original. A 301 redirect permanently transfers page authority. A 302 redirect acts as a temporary placeholder and gives the impression that the content will return to its original URL. If you don’t implement a redirect, you’ll lose any backlinks that were established on the page and search engines may punish you for vanishing pages.
Bad site structure
The internal linking structure of a website can provide a variety of benefits. It can create clear pathways to lead/CTA pages. It can establish the most important pages for search engine spiders. And it can categorize keyword-optimized pages. If your link structure is haphazard and all-over-the-place, your website may not have the right amount of authority. During your SEO strategy, be sure to create an optimal structure. It should be easy for users to navigate and easy for search engine spiders to index.
Expecting immediate results
An SEO strategy is a long-term strategy. This means it will take time to settle into search engines and to yield results. Many SEO experts make the mistake of expecting immediate change as soon as they do something new, but that’s almost never the case. Once you make a change, give your effort some time to make an impact.
If you’re in need of a good SEO strategy, talk to the digital marketing experts at Prager. We can create a customized one for your business.