Search engine optimization, also known as SEO, is the process of optimizing web pages so that they rank higher on search engines such as Google and Bing. Optimizing a webpage means modifying both its content and HTML code so that it is more likely to rank high in results for a given query.
In most cases, companies that already have many pages of content will benefit from SEO the most. In fact, if you’re reading this article on your mobile device right now, chances are good that you’ve done an internet search using a mobile app or program before—and those requests went through Google’s indexing system.
According to EWR Digital, an enterprise SEO agency, SEO can be used to increase the number of visitors to a webpage, improve conversion rates and even boost overall brand awareness. It’s an essential part of online marketing—and it’s not going away any time soon. In fact, the need for SEO will only get stronger as more and more people use mobile search engines and their market share continues to grow across the world.
Furthermore, according to KISSmetrics, SEO brings 1000%+ more traffic than organic social media. Also, 49% search on Google to discover or find a new item or product. With that in mind, here are five of the most common SEO mistakes companies make:
1. Not using SEO plugins and tools
If you’re not using SEO plugins and tools, you’re missing out. There are so many SEO tools that can help you optimize your website and help you to see what issues you might need to fix. You can use Moz Pro, for instance, to track all of the changes in Google’s algorithm over time. This way, you get an idea about when trying new tactics are likely to be most effective. Other great examples of SEO plugins and tools are SEMrush, Yoast, and All-in-One SEO.
2. Writing content for search engines vs. people
Make sure that your content doesn’t treat visitors like numbers. When writing blog posts or other web content, remember that it should be quality content first and foremost—that’s the only way it will attract organic search traffic for years to come. It’s not about how many times you use certain keywords but whether the words are actually useful to readers.
Also, if you see your bounce rate going above 65%, chances are visitors didn’t find what they were looking for on your site. To solve this issue, try adding more internal links within your posts so people can easily jump from one page to another. This also helps search engines further understand what each page is about.
3. Using broken links
Outdated links are bad for business. Broken links lead people away from your site, which means they’re not going to be interested in buying what you have to offer. Broken links not only look bad to visitors, but they hurt your search rankings. It shows that you don’t pay much attention to detail and that you’re not updating your site regularly enough. When Google finds broken links, it will interpret it as a sign of web spam and reduce the ranking of the page until it’s fixed.
4. Using keywords wrong
If you’re not using keywords properly, one of the most basic questions every company needs to ask itself before starting a marketing campaign is “What keywords will lead people back to my website?” Once you find these keywords, incorporate them into your posts so search engines know what’s on topic. If you’re having trouble finding keywords for your website, check out Google’s Keyword Planner and other free tools like Moz’s Keyword Explorer.
5. Not tracking your data
If you have no idea which of your SEO efforts are working and which aren’t, you’re just throwing your money away. SEO is an investment, not a one-time fee that you pay and then sit back while traffic magically appears on your website. If you want to stay successful in the long run, track all of your efforts so you can build on what works and drop what doesn’t. Some of the tools that you can use to track your SEO efforts are Google Analytics, Google Search Console, and Moz Pro.
Map out an SEO strategy before starting any kind of online marketing campaign.
Whether you’re an SEO beginner or a seasoned pro looking for new ideas on how to get smarter with your website’s content, these are some of the biggest mistakes that companies commit when it comes to search engine optimization. The good news is there’s always a way to fix SEO mistakes.