Avoid SEO mistakes with these 5 steps
With so much content being created, published and promoted online every second—as well as consumers becoming increasingly self-directed in their quest for answers—competition to capture your audience’s attention has never been more fierce.
As a result, quality and strategic SEO has probably never been more important for helping you be the best answer whenever and wherever your audience is searching.
But as seasoned marketers know, SEO has gone through a tremendous evolution since its early days of keyword-focused content. With more than 2 trillion searches happening on Google every year, today’s SEO is about finding the perfect balance between user-centric content and convincing search engine crawlers that your content is supreme.
Of course, on the journey to creating the perfect content for both humans and search, you may make some mistakes. But the good news is that many are easily avoidable.
Below we dive into some of the most common SEO mistakes, as well as tips for helping you avoid or remedy them.
1. Neglecting broken or redirecting links.
During our technical crawls and site evaluations, TopRank Marketing often finds that many sites have broken links or links that redirect instead of linking directly to the target page.
Tip: Conduct a technical audit to identify all broken links and internal links that redirect to a different page. Then update with links that connect directly to a target page. This will help search engines crawl your site more efficiently.
2. Not auditing the redirect rules for a site.
For websites with multiple redirect rules, there’s an opportunity to remove redirect chains and errors that make it more difficult for search engines to crawl.
Tip: Audit the redirect rules to make sure you’re properly using 301 or 302 redirects and remove any redirect chains you might have.
3. Focusing on meta keywords.
Meta keywords are not used by Google and can be a sign of spam from Bing.
Tip: There typically isn’t a reason to add meta keywords to your site. If you choose to utilize the meta keywords field, make sure you limit the amount of keywords to less than five.
4. Forgetting analytics or misusing metrics.
Data is an incredible tool to not only measure the impact of our marketing efforts, but also help inform those efforts. So, neglecting our analytics reports outright or not using the right metrics can have a costly impact.
Tip: Use the right metrics to inform your content and SEO strategy, and decrease the importance you put on vanity metrics. In addition, leverage Google Search Console or Bing Webmaster Tools to get a better understanding of what people are actually searching for.
5. Not optimizing for other search engines.
While Google is pretty much the King of Search, other search engines—including those within social media channels—deserve your attention, too, learn what is social media marketing and why is that important when talking about small business and e-commerce.
Tip: Take steps to optimize your content for other search engines such as Bing and Yahoo. In addition, optimize the content you’re putting out on social media sites such as LinkedIn and YouTube.