Using search engine optimisation content the wrong way, or producing content the wrong way, can be detrimental to your SEO campaign. While SEO strategies and best practices are always changing, there are certain practices you should avoid.
Keyword Stuff Content
Possibly the most obvious SEO error is keyword stuffing, or the act of filling your content primarily with keywords. Keyword stuffing is viewed negatively by search engines, so your efforts won’t be likely to help your rankings. The best way to use keywords is to include them in your titles, headings and a few times throughout your article. The more naturally you use your keywords the better. Writing content for your target market, and then adding SEO elements in natural ways, is a good way to avoid keyword stuffing.
Generate Fake Reviews
Google recently announced that it was penalizing fake reviews and even removing sites with fake reviews from its index. Reviews can definitely boost your rankings and benefit your other marketing efforts, but paying for positive reviews or just creating fake ones will hurt your business in the end. Your site will be penalized by search engines and your brand will likely suffer.
Duplicate Your Content
Search engines favor unique content. This SEO rule has been around for quite some time, and remains in force. It may be tempting to reuse your blog posts by posting them on several different article directories, but this practice won’t help your rankings and will only waste time better spend on more useful strategies.
Ignore Titles, Meta Descriptions and Tags
Each of your site’s page titles, meta descriptions and tags have the power to influence your site’s rankings. Optimising these for keywords can reap big rewards. This optimisation can be done through your site’s code, or, depending on what kind of platform you use, you may be able to use a plugin or other tool to make adding keyword-rich descriptions easy.
Fail to Balance On-Site and Off-Site Techniques
Both on-site and off-site SEO techniques need to be implemented if you want to see a change in your site’s rankings. Optimise your site for keywords and meta descriptions, and also use keywords to link back to and drive traffic to your site. Both types of SEO need to be used in conjunction with, and compliment, each other to achieve the best results.
Forget to Track Efforts and Results
As you execute your SEO campaign and use different types of optimised content, it is absolutely vital that you track your efforts and results. First, tracking results can tell you when you are successfully reaching your goals. Second, keeping track of what strategies you use and when you implement them can help you understand what is working for your brand. Then, as time goes on, you can focus your efforts on strategies that bring the biggest return on your investment.
Despite shifting SEO trends, these negative practices can harm your marketing efforts. If your business is currently using any of these strategies, either eliminate them from your plan altogether or find a way to change your approach to avoid these SEO pitfalls.