May 31, 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.

 

Invest in a Professionally Made E-Commerce Site for Your Business

The world of e-commerce is way more competitive than the traditional business setup. Online shops don’t just compete with others in the same city or county, but also with others all over the world that sell the same products. And that’s not even counting sellers who don’t have actual websites but run their enterprise through big and well-known marketplaces like Amazon and eBay.

Still, having a business website offers more opportunities for your brand to stand out. Think of it as having a place that potential customers can “visit” and browse the merchandise. 

Unlike open marketplaces, you have full control over the content of your website and its sole focus is to promote your business.

Pleasing visual

Data published in a 2015 Adobe study called The State of Content: Expectations on the Rise indicate that 66% of people prefer to see something beautiful if they are to consume content in 15 minutes.

Having that pleasing visual sets the tone for someone who’s on your website for the first time. A visually pleasing e-commerce site makes for positive first impressions on your business. 

That impact will stay with your audience and, when paired with quality products and good service, can turn to conversions later on.

Search optimisation strategy

On the web where millions of online stores exist, the best chance to be seen by more people is by ranking high on search engines.

The web design elements you pick and the practices you have can play vital roles in the way content is published on your website. This, in turn, affects how search engine spiders crawl and index it, which then determines how easy it will show in SERPs. 

Make sure that your on-page SEO fundamentals are up to snuff. It’ll be an uphill battle for higher rankings and visibility, otherwise.

Builds trust

A company that cares about its appearance is likely to be one that cares about its customers and how its products are perceived by them. 

Good web design inspires trust. It tells your audience that you take pride in your brand and that what you sell is something that’s worth trying out or investing in.

In the words of digital marketing expert Neil Patel: “If visitors aren’t saying “wow” (in a good way) when they visit your site, it still needs work. Do not cut corners on design. Every pixel, every picture, and every word matters. Hire a good designer if you can afford it and make design a priority.”

Call in an expert

Bringing together your vision what potential customers want to see requires that expert touch. An experienced website design company in your area can guide you through the process of creating that perfect e-commerce site, from the planning stage all the way to making the final designs and launching your website.

Takeaways

Your e-commerce site will only be as good as the effort that’s put into it, so have a concrete vision in mind that’s consistent with the identity of your brand and company. Then, enlist the aid of web design experts to bring that brand to life.

 

PPC Advertising: Why It Still Makes Sense Despite the Odds

In digital marketing, there are often overlooked strategies that could bring huge benefits to your business when done right. One of them is pay-per-click advertising, which a lot of people say is no longer relevant but remains to be one of the most effective strategies that you can ever embrace for your campaign. Here’s why:

PPC helps you hit several birds with one stone.

PPC advertising has been popular for many years because it works, especially in helping you achieve different business goals. You could be in dire need of more brand exposure or you simply want to increase your sales. Whatever your goals are, you can rely on PPC advertising to help you achieve it.

PPC allows you to control your marketing budget.

You could be working with the best SEO company in the business, but your budget may still go out of hand before you know it. With PPC advertising, you have the convenience of setting a budget according to only to what your business needs. You can set daily and monthly targets to know where exactly your money is going. That allows you to make necessary adjustments to make sure that you’re spending money on the right things. Speak to a PPC specialist like Vine Digital to learn how you can save on your PPC campaigns. 

PPC is one of the easiest strategies.

If you’re just jumping on the digital marketing bandwagon now, chances are, you’re already so far behind the competition. But with PPC advertising, you can easily keep up with just a bit of optimisation as opposed to getting on an SEO campaign where it takes time to understand the concepts and implement the right strategies before you could see results. 

PPC offers quick yet consistent results.

Unlike other strategies where you have to wait a while before you could see some traffic to your website, PPC advertising is the best tool to run an advert campaign and get quick and consistent traffic from it. Setting up a PPC campaign is so fast and easy that you can already get your adverts on the first page of search results in as fast as within an hour after you activated your account.

PPC is versatile.

PPC advertising can work with just about any other marketing platform that you have up your sleeve. It goes especially well with content marketing where you can use PPC adverts to drive more traffic to consume the content on your website. PPC and SEO also work well together because they are targeting the same demographic, which are consumers that use Google to search for information or buy products and services. 

The bottomline

At the end of the day, PPC advertising is still being used by a lot of marketers simply because it still works. Although there has been a huge evolution in the digital marketing world, the simple strategies still serve as the backbone of every successful campaign, no matter how small or huge your budget is. Work with reliable partners to find out more about PPC advertising and what it can do for your business. Click here for more information.