When it comes to proposing a natural or organic search engine positioning strategy for a website, also known as an SEO positioning strategy, it is quite common to make a series of errors due to lack of knowledge, time, interest or even attention. We’ve written this post like an annual strategy, listing 12 common mistakes (one for each month of the year) that should be avoided and thought about within your SEO strategy to maximise the positioning of your website. We will use Google as the main search engine throughout, but everything we explain here can be extended to all search engines.
1. Doing SEO, at all costs. Usually we talk about SEO as the only possible way to be present on the internet, with the famous saying going “if you’re not on Google, you don’t exist.” It is rarely said that SEO is irrelevant or useless, but this depends a lot on the type of business and the service or product on offer. It’s important to take into account that internet search engines are windows that provide companies, which offer a service or product of final consumption, something that can be searched in Google. You do not have to be there just for the sake of it. As in every business, you have to be present in the media where your audience has an interest. Depending on the business in question, organic traffic may not be the primary source of customers, and other times it will be the only way to gain visibility online. Make sure that SEO is definitely what you need.
2. Believing that you will get immediate results. SEO is a marathon, not a sprint; a long-term reputation building strategy that requires time and dedication. You cannot expect to win first position overnight, as there are hundreds of thousands of other websites that are fighting for the same thing. SEO requires patience and work. If you really need immediate results, the best idea is to invest in Google Adwords search campaigns or Display Networks. They are very simple to deploy, have a great capacity for segmentation and offer traffic and sales from the get-go. Here’s our advice.
3. Choosing the wrong keywords. Choosing unsuccessful keywords for the positioning of your website will lead to unsuccessful work and waste your time. Think of potential customer searches. To do this, tools such as Keyword Planner by Google Adwords or Semrush are very useful to find the volume of monthly searches and keywords which position the competition. An analysis of your competitors’ websites can also give you a guide of the terms with which you want to compete, or to help you discover searches that are not covered and that could work for you.
4. Publishing duplicated content. Copying existing content from another website and posting it on yours is one of the worst ideas you can have when working on SEO positioning. The presence of duplicated content on a website is something Google penalises extremely heavily. Google wants to offer its users new, original, fresh content that provides value and useful and interesting information for objective users.
5. Do not take care of your content. Take care not to fill it with brief keywords (keyword stuffing) without any interest or value and which are too promotional. Sometimes we become so obsessed with the indexing robots that we forget that we write things to be read by other people; all SEO is oriented to other human beings.
6. Not taking advantage of social media. We are fortunate to have social media, where we are likely to find most of our potential customers, and using it is as easy as having a page or company profile and sharing your posts. Offering them original and interesting content offers the chance of going viral and generating a faithful community around your brand, your services and your products. Of course, it takes time, imagination and a lot of work, but we can lend a hand with that here.
7. Not optimising URLs. Sometimes we forget about this technical factor and we have a few “unfriendly” URLs, which are full of numbers and strange characters. Ideally, we would have them optimised and structure them hierarchically according to the different directories of our web, using categories and of course, keywords. And, of course, always in a legible, human friendly, language.
8.Nor structuring and ordering content based on keywords. The fault here lies in thinking about the design rather than the web structure. As with a house, it would be a mistake to think about the colour of the walls first, then where the bathroom is going and where the kitchen is. The first thing to think about is content, keywords and structure, then comes everything else.
9. Forgetting about mobile devices. Failing to implement a responsive design that allows your website to fit any device is a one way road to losing leads. More and more mobile phones and tablets are used to surf the web, so having a mobile-friendly website optimised for any screen size is vital to avoiding lost business opportunities … and also dropping in Google rankings.
10. Using keywords that are too specific or always the same. Better to use long tails, and other semantically related terms, as it’s much more natural and we can expand the range of searches where we appear.
11. Failing to measure the results. Without results, how do we know if we’ve optimised our performance? It’s not enough to just have the information, you have to know how to interpret it to identify both the strengths and weaknesses of your SEO positioning strategy.
12. Not keeping it updated. The online world is in constant and permanent transformation, especially when it comes to search engines. Google is constantly updating its positioning algorithms and adjusting the rankings, so being up to date is vital to maintaining the natural positioning you’ve obtained so far and continuing to optimise your content to improve and increase online visibility.
If you’re still not entirely clear where to start, or need any help and guidance in your online positioning strategy, talk to us. At Influencia.online, as a 360º digital marketing agency, we can study your case and offer you the solutions that best suit your needs.