As many of us know, among the things that companies need to do for their marketing are to create a mobile-responsive website and optimize keywords for searches. Google algorithm changes can lead businesses to make the following common SEO mistakes that can impact their search engine performance:
Not Coordinating SEO with Overall Marketing Strategy
To maximize the results of your SEO efforts, you must align them with the overall marketing strategy of your business.
Alignment with the larger marketing strategy provides structure to your keyword research and content creation. In addition, it also influences your web design and brand messaging.
If your brand message and the keywords you use to communicate about your company and your products are not aligned, you give out mixed signals. Confused customers may end up abandoning your website, resulting in high bounce rates and a mark-down on your Google ranking score.
Not Employing Keyword Research and Local SEO
Incorporating the right keywords is essential for a business. Using keywords that accurately reflect your business, combined with the appropriate content, can increase your website’s visibility in search engine rankings.
Your keyword research requires having an in-depth knowledge of your products and target audience. You also need a keyword research tool like Google Keyword Planner.
Google Keyword Planner not only helps you to search and identify keywords relevant to your site, but it can also provide you with search volume data to make sure that your keywords are also keeping up with the trends.
Finally, harness the power of local SEO. Many customers engage with brands through local listings, web pages, and other local search results.
Here is an example of using local SEO:
A pizza restaurant owner in California plans to expand her business. Using the keyword ‘order pizza California’ can be difficult to get enough results for because the competition is high. However, using ‘order pizza Santa Barbara, California’ can help her website rank higher by tapping into local customers searching online for a nearby pizza restaurant.
Not Following Content Marketing Best Practices
Failing to invest in content marketing is another one of the common SEO mistakes new business owners make. They may believe that that having a website is enough to drive online visibility in the search engine.
To rank on Google, you need to produce high-quality content on your website. Here are some best practices:
- Incorporate relevant keywords in your content
- Post regular content on the blog
- Update existing content on your web pages and blogs to make them relevant and timely
- Link to authority pages
- Remove spammy links
- Distribute content to authority websites and industry influencers
- Guest post to increase brand visibility and gain quality backlinks