SEO Mistakes to Avoid
At the heart of effective content marketing lies search engine optimization (SEO). Indeed, speak to any successful online marketer and they will likely say that an effective content marketing campaign lives or dies by its SEO. The process of adding targeted keywords to online text is a subtle art that these same marketers will also say is difficult to master. That’s why it’s equally important to look at what doesn’t work with SEO as much as what does work.
Those new to online marketing often like to charge right ahead with their SEO and stuff in as many keywords as possible into their content. But with Google’s Panda and Penguin updates, this process is no longer tenable. Business owners and marketers need to focus on quality over quantity as far as their content marketing is concerned. And above all, they should try their best to avoid the traps and pitfalls that plague newbies to the world of search engine optimization.
With that in mind, here are some tips to avoid poor strategizing when it comes to content marketing.
Commit for the long term
The mentality of “write it and forget it” is, unfortunately, all too prominent among those new to the world of content marketing. Online content needs to be maintained and cultivated, much like a living organism. Those who fail to maintain their content run the risk of competitors gaining the upper hand and poaching valuable keywords.
Involve SEO specialists in web design
This may seem like a no brainer, but the amount of clients who settle on a web designer without learning of the designer’s SEO prowess is staggering. There are many designers out there who can create a slick, user-friendly site, but many of them don’t know the first thing about proper optimization. That’s why it’s important for clients to not design their website in a vacuum and take on a partner who specializes in SEO. The most important thing is to involve this designer in every step of the web design process.
Drive traffic to the site
Many of those new to SEO will focus on achieving as high a rank as possible without the slightest consideration as to whether that ranking will drive traffic. Instead of focusing on one or two keywords and angling for the best placement, consider the hard data and what rank it predicts will best drive traffic to a particular site.
This is crucial, as the creation of silos within an organization can severely limit success. If an organization has an SEO specialist as well as PPC and PR partners, well then it is vital these groups talk. All marketing groups can inform one another. And by having an information exchange within these groups the organization can benefit. For example, PPC and SEO can exchange information on high-volume keyword phrases which can maximize efficiency with both these programs. Bringing all marketing departments together on a regular basis via conferencing or chat is a great way to gain the upper hand.
These are just a few risks to avoid when trying to put together effective SEO. As long as the content’s overall quality is solid and these types of mistakes are avoided, expect the SEO process to be a breeze.
Jason Bayless is a professional blogger that gives small business and entrepreneurs SEO advice. He writes for BestSEOCompanies.com, a nationally recognized comparison website of the best SEO firms in the United States.