Often in life, doing something is better than doing nothing at all – even small steps are a contribution to a journey. But this assumes that the small steps are in the right direction.
In the world of Search Engine Optimisation (SEO), if your steps are in the wrong direction, you are doing more harm than good: you would be better off doing nothing at all.
All very wise, but in the world of SEO, how do you know what direction is the wrong direction? Well, we are here to help and here are 10 SEO practices that will lead you the completely wrong way in 2015. You need to stop doing these ten…..like now!
Yes, people are still doing this. In the grand scheme of things, it wasn’t too long ago when trying to cram as many keywords onto one page was seen as a great way to get to the top of Google’s page one. But in the SEO scheme of things, this is very old practice – and it’s not difficult to see why. If you have tried to read a passage that has been keyword stuffed, it is incredibly difficult to understand and is a terrible user experience. And if Google keeps sending you to pages that are like this, it won’t be too long before you start looking (presumably not on Google?!) for a new search engine. Avoid this, the search engines and more importantly users, hate it.
Link building is not an easy process for the enthusiastic SEO amateur – you probably know that you need to be careful but of what exactly? Well, be careful of anyone who is selling links! The purpose of link building is for a search engine to understand your site’s authority: in other words, if a great website (like ours!) links to your website, then a search engine will think ‘well, if these guys will link to that site, the other site must be pretty good’. The search engine doesn’t think ‘this site has 10,000 links so it must be better than a website with 9,000 links’. Unless you are dealing with SEO specialists, be incredibly careful, you could do more harm than good.
There is a lot of duplicate content out there, but if you were to talk to the website owners, they will often say something along the lines of ‘it’s because of our company’s structure – we need to include the same text on this part of the website as we do on a different part, it’s an internal politics thing, nothing we can do’. And we hear that answer a lot! But the end user probably doesn’t care about your internal structure, and a search engine certainly doesn’t because your structure is causing it a problem. After all, what page should rank number one? Search engines will try to find out which page came first and which page was copied. The punishment for copying? A penalty…..ouch.
Attack Your Competitors
In some very competitive markets, there is more than just a friendly rivalry between companies – the competition is fierce. And where it gets fierce, it can get nasty. There are ways that companies can attack one another with SEO (just check out our article on negative SEO, don’t worry, you shouldn’t have nightmares!) such as getting very dodgy links to point to your competitors site, but this is not the way to work on SEO. You should focus all of your efforts on optimising your website, not attacking a competitor – not cool and the blackest of black hat SEO.
Writing for Search Engines
Digital marketing and SEO have both made content marketing very important in the 21st Century. Engaging content is one thing, but what about content that search engines love too? Surely that is just as important? Well, they are the same thing. The best advice that we can offer is to produce your content with your user in mind. The more natural that your style is, the more interesting and engaging it will be for the user, and for the search engine too. The algorithms are very sophisticated and are looking for great content from the user’s perspective (don’t forget that’s who they are sending to your site) – focus on the user with your content, not search engines, and you won’t go far wrong in SEO.
Not Checking the News
In case you hadn’t guessed by now, here is a newsflash – SEO is a fast moving environment! SEO is not always black and white: in fact, there are various shades of grey and some SEO practices are keenly debated among specialists. It is not always easy to keep up, and the bad news is this – unless you are prepared to invest the money in hiring a professional or invest the time in keeping up with the latest developments in the world of SEO, your SEO will not work in the long-term.
Guessing Your Keywords
If you have ever asked the question ‘how do I get my website onto page one of Google’ to an SEO specialist, they will probably answer ‘for what keyword?’ This will have a big impact on what happens next! You should absolutely stop guessing your keywords – do some research and find out what the words are that people will search for to find companies, products and services like yours. This can be a long process and you will probably end up with more than one keyword to optimise against, but it is well worth investing the time to make sure that you optimise against the right keywords.
Ignore Search Console
If there was a tool which was able to tell you what links were pointing to your website, what the latest updates in SEO are (for the world’s largest search engine), how to improve your SEO and notification if something is wrong, would you ignore it? Thought not. Now, are you set up in Google Search Console? Thought not! Get your website set up, it is a very valuable resource that you will get for free, so stop ignoring it.
Not Sorting that Slow Page
There are a lot of pressures on the speed of your web pages – social sharing buttons, analytics code, sloppy HTML and images which haven’t been optimised (it’s all about visual content, right?). All of these things will slow down the time that it takes for someone to view your web page. This is also a common issue for mobile webpages which are visited more and more all the time. Search engines do not want to send their searchers to sites with a slow page load because it’s such a miserable user experience. Get it fixed now, you know its time.
Perceiving Social as ‘Nice to do’
If you work in digital, you will not be surprised to know that there are many people who don’t think that social media is essential to their digital marketing strategy – social is all a bit fluffy and unnecessary, right? Wrong! For 99.9% of businesses, your customers are hanging out on social media – you might not know where, but they are definitely there. Being able to engage with them should be a key marketing objective. Search engines are noticing this engagement more and more: indeed Google has agreed with Twitter to show tweets in its search results. Social media is essential now.
Have you stopped doing something in SEO which has helped your website? Or is there one SEO practice that you see all the time that you would like people to stop doing? Leave a comment and share your experience.