Website Search Engine Optimisation (SEO) Mistakes To Avoid
Wrongly Focused Website Search Engine Optimisation (SEO)
A question: who is your website aimed at? Presumably, your answer is something like, my target market, potential customers or even current clients. Any of these would be a correct answer, as no doubt your website is designed to provide information and assist in the sales process. Most companies would give the same answers but actually make the mistake of being so focused on website search engine optimisation, their website ends up being aimed at the search engines.
While SEO is important, search engines are designed to help visitors find what they want and if your website is not visitor-friendly it will be deemed irrelevant and hidden in low rankings. Here are a few tips to avoid some elementary errors.
Common Website Search Engine Optimisation (SEO) Errors
Keep content relevant and visitor-friendly. Search engines will recognise if you have written keyword heavy copy that would make little sense to visitors or includes questionable grammar so they would leave immediately and continue their search elsewhere. Format your website copy as you would any other corporate document so it does not look like an unprofessional mish-mash of styles that search engines may otherwise label as spammy.
Keep internal links relevant. Links should be used to help visitors navigate the website, not just randomly added to draw attention to keywords. Search engines will check where links lead and downgrade the website if they are deemed irrelevant. Similarly, do not add hundreds of isolated links to the bottom of your pages. They ruin the design of a page and are useless to visitors, so search engines may identify them as dirty website search engine optimisation tactics.
Avoid paid links like the plague. Our post about Interflora's SEO strategy shows how their online presence was virtually non-existent after they were caught using paid advertorials by Google. Non-paid backlinks can help search engine listings but must be from reputable websites with content relevant to the link and your website page.
Website Search Engine Optimisation (SEO) Should Begin And End With Visitors
The list of errors made by companies still getting to grips with optimisation is far longer than the few common errors above but if you remember you are writing for your visitors first and foremost then your optimisation strategy is already on the right track. However, the search engines are continuously updating their search algorithms, which can be both confusing and frustrating if you are trying to optimise your website in-house. Hiring a specialist website search engine optimisation company is often a better solution that will work out to be more cost-effective and successful in the long-term than doing the work yourself.