Potential customers have long since forsaken the Yellow Pages for Google search results. To appear on page one of those results should be your endgame, and that’s where search engine optimization (SEO) comes in. The process of increasing your visibility organically, SEO requires special consideration of not just your content, but how search engines work; who is searching for what; and which keywords are preferential in which markets.
But, perhaps, before you can learn how to land prime search engine real estate, it’s best you learn where would-be optimizers make the biggest mistakes.
1. A terrible website will get you nowhere.
The average human visitor spends a minute or less on any given web page; what do you think that says for how long web crawlers stick around? Inbound links may drive visitors to your site, but you need an attractive design and high-quality content to get Google’s attention.
2. Missed opportunities result from failing to optimize across devices.
Just as the Yellow Pages have gone the way of the dodo, so too has the day of using computers and full web browsers. Okay, that may be an exaggeration, but more and more searchers are doing so from their smartphones and tablets. Desktop browsers have the screen space and bandwidth to playback complex graphic elements, and can display wide navigation bars, whereas mobile browsers are limited in space and streaming videos can frustrate users looking for information.
From desktop to mobile, browsers behave differently, and so do those using them. Someone seated at a laptop searching for vacation hotels is likely to linger, but that same person on their iPhone may need to view a nearby restaurant’s menu quickly.
Ignoring this consideration when designing and developing your website will only send you on the path toward extinction.
3. Don’t ignore social media.
If you don’t yet have a social media presence in the so-called digital age, you’re doing yourself, your customers and your search engine optimization strategy a disservice. Go to where the people are. Where are the people? On Facebook, Twitter and LinkedIn, that’s where. They congregate, and share ideas, thoughts, product/service reviews, memes and more. The conversation is happening in real time, and you should be a part of it.
Google’s algorithms measure user engagement, and the relative weight associated with social sharing is growing exponentially. Develop a presence that your customers want to “like” or “follow,” and create content that keeps them informed and entertained.
4. “I don’t have enough time to track site visitors.”
Don’t ever say those words. Of course you have enough time; you must. It’s not enough to put an optimization strategy in place. You have to constantly monitor what’s working and what isn’t, and that’s only possible with the aid of analytics and tracking programs.
What is your bounce rate? How many visitors to your site came from that blog post you shared on Facebook last week? Do site visitors navigate away after viewing just one page, or are they looking around? Armed with this knowledge, you can tailor future content to meet your goals. Without it, you’re flying blind.
5. If you set vague goals, you’re sure to fail.
Make your expectations clear. Whether you choose to take on SEO in-house, or you’ve decided to contract with an outside partner, set specific timelines. Write down your goals, and stick to them. If you want to rank on the first page of Google within a year, let your optimizer know.
Goals provide direction and purpose, and these attract customers.
6. You can’t expect a consultant to do all of the heavy lifting; stay involved.
The ink on your consultant’s contract is not yet dry. You’ve discussed tracking software options, and your goals. You know what changes need to be made to your website content, and your social media presence is thriving. The rest is the consultant’s job, or so you think.
The person you’ve hired may be an expert in search engine optimization, but you’re the expert in your business. If SEO is important to you (and it should be), your efforts must be collaborative; the consultant needs you to do her job, and you need her to do yours.
7. Don’t target a saturated market.
Run, don’t walk away from anyone who makes promises of “I can get you top ranking in any market you wish.” There’s fierce competition in those with large, established players; they aren’t so easy to crack. Find the value proposition unique to your business, and target specific keywords that lead customers right to your door.
8. You’ve neglected keyword trends.
By their very nature, Internet trends are fluid. Your public may be searching for soccer jerseys today, but will soon be more concerned with finding the perfect back-to-school look. As trends change, so should your keywords.
Social media is a great outlet for staying abreast of such cultural shifts. What’s trending on Twitter? What’s hot on Pinterest? Keep an eye on your optimization strategy and the world around you, and respond in turn.
9. More isn’t always more.
One piece of high-quality content will get your business noticed much faster than four pieces of mediocre content. It’s true what they say: Quality is more important than quantity. Link spamming could even get you blacklisted by search engines, and nothing could be worse for the fate of an SEO strategy.
Don’t show your hand all at once. Make good use of social media marketing; target your keywords, and build your links organically. The process is slow, but the rewards will be handsome.
10. Don’t forget about your competition.
Some of your best ideas will come from watching your competitors. Discover what they’re doing, and what they’re not doing. Find out what keywords work for your competition, and implement them yourself. Everything’s fair in love and business — isn’t that how the saying goes?
Knowing who plays the same game, and where the score stands is crucial to achieving your goals and reaching your target market.
Happy optimizing!