Are you struggling to improve your website ranking on SERPs? Or unable to drive organic traffic to the website for lead conversion? Well, in this highly digital world, it’s crucial to have an online presence for your business. And, for that, you need to understand SEO strategy. Meaning, if you wish your SEO performance to go higher, you need to stay updated with the ever-evolving search engine algorithm and execute them flawlessly.
With SEO discipline growing, the market size is also expanding, which predicts $1.6 billion by 2027.
SEO has transformed a lot in the past few years, from being a siloed practice to a long-term revenue-generating strategy. No doubt, all-sized businesses follow varieties of SEO techniques to measure their success, such as traffic, backlinks, keyword rankings, and conversion rates. But, most companies fail to get results. Why? Because they fall into the trap of SEO mistakes.
We don’t want you to fall into the same! Here are the seven common mistakes that every website owner must avoid: acquiring natural traffic, converting leads into sales, and enhancing user experience.
Mismanagement of ‘Google My Business Listing
For every business, it’s crucial to target the local audience at first. Your business needs visibility on Google Maps as a local business. Here comes the ‘Google My Business’ account into the picture. It’s one of the essential SEO tools to assist you with getting more visibility on local area searches.
But, how is it possible? Well, it is only if your business is listed in Google Maps & claims a ‘Google My Business profile. By claiming a profile, you can add more business-related information to help Google index you in relevant searches.
Mismanagement of Google My Business Dashboard can drive back your users for example;
- Incomplete or un-updated information, missing images, no reviews, & so on.
- Entering various phone numbers, locations, & listings.
- Not using focused or local keywords that aren’t relevant or categorised with your business.
- Either disregarding Google terms or your business doesn’t fit for a business profile.
How to Make it Right?
- Optimise your GMB listing to ensure every detail you enter is verified, like phone number, address, or email id.
- Add as much detail as possible with an attractive business description to help Google and searchers understand more about your business.
- Add good quality images, videos that glorify your brand among customers and clients.
- Post engaging and relevant content by focusing more on focused keywords, which will help to build the brand authority and target audience.
Overlooking Off-Page SEO
Are you ignoring your off-page SEO? While a few people might think that performing on-page SEO is enough to ensure great rankings. It results in growing website traffic with maximum conversions. Thus, if you want the best possible search rankings along with maximum traffic, you can’t ignore off-page SEO. It is the base that you can’t ever miss. Off-page & on-page SEO go hand in hand.
Off-page SEO makes up 75% of a good SEO strategy
Off-page SEO functions as a force that can help your website and keywords to rank higher on search engines. Of course, it requires more effort than on-page SEO. However, the results are significantly in support of your business. Disregarding off-page SEO can diminish your position on SERPs and exposure among customers.
Reasons why off-page SEO is affecting the domain authority of your site;
- Low-quality link building drains your link juice as they are irrelevant and unauthorised.
- Broken page links leaving users to encounter 404 errors.
- Commenting on others blogs with a link back to your website, which is sometimes not required, might spam you and decrease your ranking.
How to Make it Right?
- Creating high-quality backlinks on high domain authority will help you earn natural links making your site valuable.
- Ranking factors, search engine algorithms, & strategies are continually evolving. Therefore, you need to stay updated and execute them to build trust and relevance.
- Creating inbound and outbound links in your website could increase website rank on the SERPs.
Ignoring Title Tags & Meta Descriptions
Optimised metadata (title tag and meta description) is an incredible way to guarantee that your website is visible for relevant search queries. A good title tag & meta description help increase your website’s click-through rate (CTR) and conversions.
Hence, metadata ought to be reader-friendly and keyword-focused. But, that doesn’t mean it includes keyword stuffing. Top websites now can change the metadata automatically. But, our advice is you must check the metadata before you post it.
Here are the common mistakes that you must keep in mind;
- Using low-quality titles with keyword stuffing can drive back your potential customers as they can’t read what they want to.
- Using too long or too short meta descriptions can confuse search engines, and your website might appear spammy to them.
- Using meta descriptions without call-to-action can’t let readers decide or judge what’s next.
How to Make it Right?
- Must use Title tags with high-quality content between 50-60 characters, including focused keywords.
- The meta description for mobile users should lie between 120 characters & 150-160 characters for web users to avoid truncation.
- Ensure that your meta description includes a summary of what the page or a blog is all about.
- Meta tags must use the same brand tone with an active voice to ensure a seamless user experience.
Unable to Run Regular Website Audits
A website audit isn’t about SEO only. It assists with checking the performance & health of the website. An audit further enhances the user experience as it features technical and SEO issues of a website. For every online business, websites are the only source to generate traffic, leads & conversions.
In this way, site auditing is imperative to stay aware of algorithm changes to build website traffic. As an SEO marketer, auditing a website regularly helps you fix various issues and enhance search engine ranking.
What happens if you aren’t performing auditing regularly? Well, believe it or not, you are missing out on a chance of growth by not fixing the following things on time that might hinder user experience.
- Broken, missing, or bad links can make or break your website ranking.
- Pages with slow speed can drive back your website traffic, and you might fall down the SERPs.
- Lack of on-page/off-page optimisation can decline your organic search visibility.
How to Make It Right?
- Google, every year, launches or updates its algorithm. For example, Google’s page experience is ready to come out with new benchmarks for loading time. Therefore, a regular SEO audit will improve your coral web vitals, resulting in a faster loading time.
- SEO audits allow teams to brainstorm how to evaluate your SEO to make every visitor a happy customer. Based on audit data, they will develop the best SEO strategies to create an excellent user experience.
- Identifying and fixing on-page/off-page SEO issues (like backlinks, spam, hidden content, unfriendly URLs, etc.) to drive the target audience and conversions.
- You can likewise review your performance with the help of tools like SEMRush, Ahrefs free or paid with several functionalities to fix errors detected in your console.
Change Page URLs Without 301 Redirects
Another most common yet huge SEO mistake is changing page URLs without redirecting the traffic from old URLs to new ones. For example, if you have changed the URL of a most trafficked page, Google will confuse sending the searchers. In this way, you might lose potential customers. Here comes the role of 301, a permanent redirect that moves a web page from one location to another.
Most businesses often change their site URLs to grow their SEO ranking. But, only a few can perform it correctly.
There are many ways through which you change your URL. And, if not done right, it can undo all your SEO work & trigger the website to go down in search traffic. Check out a few:
- Developing a new domain for a new website or a company name without understanding the history.
- Changing the structure of the URL during site migration, rebranding, or designing.
- Updating a bad, broken or dead link without optimising the URL or redirecting the old link to the new one.
How to Make it Right?
- Whatever is the reason to shift from an old domain to a new one like non-www to www or HTTP:// to HTTPS://, thoroughly understand the new domain’s history to avoid spam or penalties for better SEO ranking.
- Make sure whenever you change the URL of any existing page, you must use 301 redirects. Why? Because it prevents linking or indexing errors, and Google recommends it.
- Include a Plugin that automatically detects your broken, bad, or dead links so that you can fix them on time. This way, your Email subscribers won’t leave you frustrated.
Using Unoptimised Keywords
Keyword research is essential when it comes to framing a keyword strategy. You need to put your feet into the customer’s shoes to pinpoint the keywords they type while looking for a product or a service. What kind of issues do they face & how you can resolve them? The answer to such questions will lead you to optimised keywords.
Here are the things that lead to unoptimised keywords:
- With too generic keywords in the content, you’ll be competing for ranking with the big guys on the block.
- Your website content or blogs include keyword-stuffed content which won’t satisfy users’ search intention. Keyword stuffing means either repeating the keyword over & over or just inserting it for the sake of promotional content.
- The title tag/heading and the first paragraph of your content must include the target keyword. Missing focused keywords can reduce the click-through rates that search engines use the most in their rankings.
How to Make it Right?
- Instead of using too generic keywords, look for focused or specific keywords which are unique & relevant to the content, brand/product or services you are selling, keeping users’ perspective in mind. For example, location-specific keywords will help users that are looking for something local & will help you with higher rankings.
- Make sure your content isn’t keyword stuffed. It’s good to aim for keyword density, i.e., 2% or less, where keyword density consists of the number of times the keyword comes in the content divided by the number of total words.
- The first paragraph of the content and title tag/heading of 50-60 characters must include a focused keyword that grabs the potential customers’ attention allowing them to click. The more click-through rates you get, the more your search engine visibility raises.
No doubt, backlinks have been necessary to SEO ever since Google started. The backlinks help to figure out where your website ranks in SERPs. And, the result keeps on changing because Google smartly keeps on updating its algorithm over the years based on the advancement of tools & technologies.
But, wait! Backlinks can even go bad, leaving a wrong impression on Google. Yes, Google won’t like it at all if you are buying backlinks for your website. To some extent, paid backlinks are acceptable, but excess of everything is bad. Therefore, you need to research thoroughly which backlinks are hurting your SEO and which one is helping.
Here are the reasons why you shouldn’t be using paid backlinks:
- A paid backlink is a part of the link scheme or violation of Google’s guidelines. It can damage your website’s domain authority as any link can control page or website rank in Google searches.
- While buying backlinks in bulk, you won’t realise that those backlinks could be from flagged sites resulting in heavy traffic loss.
- Many businesses use automated services to create links to your site or help you with excessive link exchanges, which can adversely affect the backlink toxicity.
How to Make it Right?
- As Google is more cautious for backlinks, nowadays business doesn’t need to buy backlinks but earn them. Make sure that the links that are visible on your website must have high authority with quality traffic.
- To avoid the toxicity of the backlink, make sure you purchase backlinks from the trusted domains to the domain offering the backlinks.
- Ensure the site isn’t hosted on another server with a similar URL as the main website. Thoroughly check that similar pages on various sites do not link to you from the similar anchor text to avoid link-building schemes.
- To keep away from manipulative or controlling links to your or any external site can help you rank in SERPs. In this way, Google won’t penalise you, and you’ll be able to maintain your site value.
61% of marketers say growing SEO & organic presence on their websites is one of their top inbound marketing priorities.
Why? Because promoting your business online involves a variety of traffic generating techniques. Search Engine Optimisation is the most powerful digital marketing strategy that every business owner follows to create massive traffic to your website with a great user experience. However, only a few end up doing it right. Indeed, even experienced SEO experts can commit grave mistakes.
Therefore, to make your business flourish and get ahead of your competitors, it’s better to get acquainted with every online business challenge while implementing an SEO strategy. Here in this blog, we have mentioned 7 SEO mistakes that you need to avoid to enhance your SEO performance.
Are we missing any other SEO mistake that might cause you or any of your fellow business owner dollars? Do let us know in the comment section below.