SEO has a pretty negative reputation when compared to its offline marketing equivalents like PR, promotions and advertising. Many consumers think to themselves “Oh yes, that’s when companies overflow the inbox with junk mail and scatter the screen in pop-up ads.” Others see SEO as an effort to game the system and turn the search results.
Although SEO has been approximately for long time pretty much as long as there have been search engines, the business as a whole still has an awful standing. This is mostly because of the actions of a few SEO spammers and black hat practitioners. They are the ones who are vigorously trying to influence the search engines and they are the ones that send you e-mails in the middle of the night with subject lines like “A weight loss program that lets you eat cheeseburgers and pizza? It’s true!”
As a site owner, you never want to have your brand lumped in with these SEO con men. You didn’t signify to employ in black hat SEO. For this reason, it is essential to evade the following SEO sins:
1. Inferior Content
For the last few months, Google Panda update fractured down hard on various “content farms” that manufacture thousands of low-quality, spammy articles. The update also took on usual sites with a lot of duplicate, low-quality content. Content marketing is one of the most essential elements of online advertising achievement. Poor content won’t get you anything other than a search engine penalty.
2. Keyword Stuffing
This is one of the fundamental rules of SEO, but many sites are still guilty of stuffing their content with keywords in an attempt to be more attractive to the search engines. Content should be written for the end user, NOT the search engines. Preparing your content with keywords might construct it easier for a search spider to index your content, but is that search spider going to be doing business with your company. Keyword-heavy content is one of the biggest causes of a high bounce rate.
3. Poor Site Navigation
A good SEO rule of thumb is that it should never be more than 3 clicks from your homepage to any deep internal page. If a user has to click all over your website with no idea where they are or how they got there, they aren’t going to misuse their time. Your site structure has to lead them down a predestined path of information. It needs to be a rational development through the site. If a user can’t discover what they are looking for the moment they arrive on your site, they won’t bother to dig through your pages to find it.
4. Duplicate Meta Descriptions
Meta tags are like modest announcements for your website in the search results. Those 150 characters are what convince a searcher that your site is the one they are looking for. They may not be the most essential factor for search engines, but they play a enormous part in the overall user experience. Each page needs its own Meta description that explains the content of that page. You don’t want to stuff the Meta description full of keywords. In fact you never want to visit a site where the Meta description looked like, “Caribbean cruises, cruise the Caribbean, Caribbean cruise, Caribbean cruise vacation, vacation cruises to the Caribbean…” Are you going to trust that site?
5. Unrelated Links
Links are essential currency in the online market space. The more quality, one-way links a site has pointing towards it, the better trust factor it has with the search engines. But quality is far more imperative than quantity. 10,000 links that come from spam blogs, “bad” sites like adult or gambling sites, cloaked text and link exchanges in fact diminish your website. A link is not worth your online reputation. Too many inferior links and the search engines will take away your site from the results completely.
6. Copying the Competition
Each industry is exclusive and each site has its own set of challenges to cope with. Studying the competition is significant because you require to appreciate the SEO arena you are about to enter, but copying the SEO approach of your competitor will obtain you nowhere. Just because it worked for them, that doesn’t mean it will work for you. Also, what kind of fight are you really putting up if your company just does everything the competition does? It guarantees that you will always be two steps behind.
7. Going for Instant Results
SEO is a continuing procedure that builds impetus over time. You are not going to observe suddenly achievement. If that is your goal, to rank on page 1 of Google within the week, you are opening yourself up to a lot of black hat SEO techniques that will unnaturally blow up your ranking. While success might be sweet for a little while, the search engines are going to grasp on sooner or later and you’ll fall off the face of the Internet.
These are the reasons why the SEO manufacturing has an awful reputation. Some black hat SEO practitioners do them deliberately, and sometimes site owners without enough SEO experience unintentionally do. The best thing site owners can do is to study what is and what isn’t satisfactory for white hat SEO and believe that their line in the sand.