It’s quite common for marketers and business owners to make search engine optimization (SEO) mistakes without even knowing it. But it’s best to avoid this wherever possible, as it can make it much more difficult for your website to rank for relevant queries.
In this article, we’re going to outline some of the common mistakes that are made and how to fix them. This should help you to avoid them and support you in reversing any damage you might have already done by accident. Read on to find out more.
You’re targeting the same keywords on different web pages
You might think that, if you’re trying to target specific keywords, you should do so on multiple pages across your website, right? Wrong. This is called keyword cannibalization. If you have multiple pages or blog posts that are trying to rank for the same queries, Google can get confused and will only rank one at best, or none if you’re really unlucky. So, it’s best to target each important keyword on just one page of your site.
Start with a series of words and phrases related to your business. Then, plug them into a tool like Google Keyword Planner — you’ll then be given a listing of related phrases together with their month-to-month search volumes and ranges of competitiveness. You need to discover the appropriate steadiness as a result of there’s no level in focusing on key phrases that get no search, however you additionally don’t need to strictly persist with probably the most aggressive key phrases as you’ll wrestle to outrank the competitors.
For some further assist, think about downloading and utilizing Loganix’s keyword research template. It might help you optimize your pages for brand spanking new key phrases, generate new content material concepts, and perceive your area of interest’s search traits.
You’re publishing content material that isn’t related sufficient
Marketers and enterprise house owners generally really feel pressured to publish contemporary content material the entire time. This means that, generally, they find yourself creating content material that simply isn’t as related to their enterprise or merchandise because it ought to be. Quality content material that’s related to your viewers is rather more vital than simply always pushing out articles!
Google desires to ship its customers to probably the most related web sites attainable so, in case you stray too removed from your path, the search engine would possibly begin to pay much less consideration to you. Let’s break down a number of examples of companies that constantly publish related content material to make it very clear what they’re all about.
For occasion, Best Nursing Programs is ready to hold their content material related by constantly posting round-ups of related programs. One instance, specifically, is their article about the best BSN programs in Texas.
They focus on program size, value, rating, and extra. This could be very related to their viewers of potential nursing college students — moreover, they’re able to entice a specific subset of their viewers by specifying the state these applications are in. Off the bat, they’ve a complete of fifty article concepts simply by narrowing it down to every state they serve.
Bookyourdata.com, a contact record builder and advertising and marketing instrument, additionally retains their content material related. For occasion, their article on identifying your target market could be very related to the location and their viewers of small enterprise house owners and eCommerce corporations — this helps increase their SEO.
In their article, they focus on how to make sure your electronic mail lists embrace one of the best and most related folks attainable. When you consider electronic mail advertising and marketing, you would possibly consider issues like design and replica reasonably than the behind-the-scenes information. In this text, they’ll hold their content material contemporary by overlaying one thing a bit bit totally different, however not out of their realm of relevancy.
Similarly, Ping Identity, a software program safety program supplier, retains their content material contemporary and related utilizing a complete information that’s related to their viewers. Their article on SAML and SAML 2.0 covers how these open requirements work and permit for single sign-on, the advantages of utilizing them, and the way they work. Additionally, they exhibit a useful video tutorial to offer them some further assist. They could have simply had an easy article overlaying what SAML and SAML 2.0 are, however by presenting it as an all-encompassing information, they hold their content material related to their viewers of individuals trying to improve their software program safety measures however aren’t essentially execs themselves. This makes it very useful in boosting their SEO, because it reveals Google that they’re consultants of their area.
Your web site doesn’t supply a constructive expertise
In mid-2021, Google is introducing a brand new function to its algorithm referred to as Google Page Experience. In brief, this implies that, if Google thinks that customers could have a subpar expertise when looking your web site, they’re unlikely to rank you on the SERPs. So, making certain that your web site guests could have a good time once they’re there is essential for enhancing your SEO.
Here are a number of various things to think about when attempting to enhance your UX.
To begin, you need to guarantee that your web site has a quick loading pace. Generally, Google recommends that your web page masses in below two seconds. Head over to Google PageSpeed Insights and plug your URL into the instrument. Google will give you a sequence of recommendations as to methods to enhance your web site pace.
Second, it’s important to guarantee that your web site can be considered on cellular gadgets. In early 2021, Google launched its Mobile-First Index, which means that, if your web site can’t be considered on cellular gadgets, it is not going to present up within the Google search outcomes in any respect. Ensure that your web site is conscious of all forms of gadgets, from desktops to tablets, and cellphones.
Keep this stuff in thoughts, and also you’ll get an SEO increase.
You don’t publish your prospects’ critiques
Search engines like Google solely need to ship their customers to high quality, authoritative, and reliable web sites — a technique that you may present that is by publishing critiques from your prospects and shoppers.
Different forms of companies will need to show several types of critiques. Product-based companies, for example, could use star rankings, whereas service-based companies could profit from longer critiques or video testimonials.
Let’s take a look at a number of examples of companies that have completed a pleasant job of incorporating critiques into their web sites.
Bay Property Management Group, an actual property administration firm with places throughout the East Coast, makes use of critiques on all of their location pages, together with this one for Manassas, Virginia.
Think about how vital critiques are for an actual property administration firm — potential prospects and shoppers need to be positive that their property will be in good fingers. These longer critiques, featured in a working carousel on every location web page, present that Bay Property Management Group is skilled and good to work with.
On the opposite hand, Miracle, a bath and bedding retailer, incorporates critiques in a reasonably totally different approach. Because they promote merchandise, there’s no want for Miracle to have long-form critiques upfront. Of course, in case you click on the Shop Now button, you may see what folks needed to say. But, proper off the bat, a possible buyer can see that their merchandise are 5-star rated with a whole bunch of critiques. This makes it simpler to match them and likewise indicators to search engines like google that this firm is nice at what it does.
You aren’t grabbing your web site guests’ consideration
Your web site wants to right away seize your guests’ consideration — if it doesn’t, it could negatively impression your bounce fee. Your bounce fee measures how many individuals click on on your web site after which go away instantly; when this occurs, Google assumes that you aren’t offering worth for your customers, and docks your rating on the SERPs.
Let’s take a look at a number of alternative ways you may seize guests consideration:
- With robust imagery that humanizes your enterprise
- With an attention grabbing name to motion (CTA) that tells the viewer what to do subsequent
- With a instrument that helps them remedy an issue or discover info
Here are a number of examples.
AKD Law, a private harm legislation agency in New Orleans, captures their web site guests’ consideration by humanizing the authorized area with photographs of their attorneys. Legal points can be traumatic, intimidating, and arduous however, through the use of photographs of their employees displaying that they’re actual and pleasant folks, Alvendia, Kelly, and Demarest seize their potential shoppers’ consideration.
Best Value Schools additionally captures their guests’ consideration by inserting a level finder front-and-center on their homepage. This instrument helps potential college students discover a college primarily based on what diploma and topic they’re searching for; that is doubtless the very first thing net guests will see after reaching the web site. This will enhance the probability of them participating with the instrument and the web site additional — folks spending extra time on the web site reveals Google that Best Value Schools is a useful web site, making it good for enhancing the corporate’s SEO. By offering such a useful gizmo and highlighting it, Best Value Schools is ready to seize their viewer’s consideration.
You don’t share your content material on social media
If your content material will get a whole lot of shares on social media, it’d obtain a lift on the SERPs. Social media engagement won’t be a direct rating issue, however a study from Optinmonster has found that there’s a robust correlation between shares and rating place. In brief, this implies it is advisable be sure to’re actively sharing your web site content material on social media.
Different forms of companies will need to use totally different platforms, however Facebook is an efficient baseline, because it has by far the largest person base. Whether you’re posting weblog posts, how-to guides, or movies, be positive to put it on the market with a Facebook put up so your followers and followers can see the content material on their feed and share it.
If you need assistance, think about using a Facebook publishing tool. These helpful software program applications might help you bulk schedule social media posts upfront, discover out one of the best instances to put up, find out about your viewers, and extra.
You aren’t updating your content material
If your content material turns into outdated and outdated, it’s more likely to be overtaken on the SERPs. But you don’t need all that exhausting work to be for nothing! So, take a look at updating a few of your outdated content material — doing so will assist it climb the SERPs once more.
Take a take a look at your outdated content material and see if there’s something that stands out and could be added. Think about whether or not there have been any updates in your business, new types of analysis, and the like. Not solely is that this good for your SEO, however making corrections to maintain up with the instances like this helps hold your content material top-notch.
You can even think about repurposing your content material into totally different codecs. If you had a very profitable weblog article, for example, think about additionally turning it right into a video. This will give your SEO a lift and enable you to faucet into a brand new viewers with out having to place in all of the work from scratch.
Mistakes occur — fortunate for you, now you understand how one can repair a few of yours. In this text, we outlined some common mistakes entrepreneurs make when attempting to spice up their SEO efforts. Let’s break down how one can keep away from these pitfalls:
- Don’t goal the identical key phrase on many pages
- Only publish very related content material
- Ensure your web site gives a constructive UX
- Publish buyer critiques
- Grab your guests’ consideration
- Share your content material on social media
- And replace your outdated content material
If you suppose there are some issues it is advisable work on, get to it!
About The Author:
Alex Ratynski is the founding father of Ratynski Digital, an internet advertising and marketing consultancy that focuses on serving to small and medium-sized companies obtain their targets. He arrange his firm after working as a neighborhood SEO director for a dental advertising and marketing company, the place he helped to show shoppers’ ventures into thriving multi-million greenback companies. He spends most hours strategizing SEO for his shoppers.