August 9, 2020

5 Mistakes That Could Be Costing Your SEO Campaigns

The world of SEO is always changing. The algorithms evolve to incorporate smart technologies for search. It’s easy to make mistakes without even realising it.

Believing your optimization techniques from two years ago will yield the same results is one. But what else could you be doing wrong? 

  1. Targeting competitive keywords

You need to use competitive keywords. That’s a basic SEO rule. But the competition for popular search terms can easily trump your efforts.  

The next best thing is to target slightly less competitive keywords. Fewer competitors mean you stand a better chance of attracting traffic.

Think of all the different ways your audience might search. For example, users are more likely to search ‘Sydney based SEO agency’ than the broader, more popular ‘SEO agency.’ From their perspective, those keywords are more likely to lead them to a business they can connect with in a meaningful way. Besides, local search signals matter to search engines as well.

Using low-volume phrases may seem counterintuitive, but it increases your chances of attracting traffic. 

  1. Bots before humans

Too many campaigns focus on chasing algorithms to rank well. But this often leads to keyword stuffing, manipulative linking schemes and other ineffective tactics. 

Ultimately, the goal of any digital marketing campaign should be to satisfy visitors. After all, actual humans are the ones that pay for your products/services.

What do actual humans want? An excellent user experience. That is a mobile-friendly website that loads quickly and has tons of well-written, relevant content. Otherwise, visitors will just bounce back to the search results page. And that bounce sends the wrong signal to Google.

  1. Poor website architecture

Good website design is more than what meets the eye. Again, it boils down to UX and content architecture. 

Many website owners hasten the build process without giving the content structure a thought. This leads to issues like content duplication, keyword cannibalization or canonical problems. These are easy to avoid if you spend enough time on mapping your content and promotion/link building strategy in the early stages of web design.

  1. Bad internal links

Internal links help search engines navigate your website and find relevant content. 

Some webmasters think having internal links is enough. But there is a wrong and right way to use internal links. You need a good internal linking structure to provide clear pathways to conversion pages and flag up your most important pages. 

Using generic anchor texts like “click here” is a common mistake. The anchor text needs to be keyword optimized and natural-sounding. 

  1. Writing content for content’s sake

Pushing out quality content consistently is a requisite for increasing your website’s indexation rate, exposure and authority. 

But writing content without doing strategic keyword research is counterproductive. Your website will grow but finding unique keywords for every page will soon become a feat.

Your content should meet user intent on different levels. It pays to invest in actionable, link-worthy content that remains evergreen. Stellar content can even be leveraged to acquire links naturally.

Anyone can make these SEO mistakes. But being that one wrong move can make your campaign fall by the wayside, it’s a good practice to step back now and then to reassess and make adjustments.