Common SEO Blunders That Can Prevent Online Business Growth
Most small business owners make the mistake of thinking SEO to be computer technology that they cannot grasp and hence shy away from it.
6 Common SEO Blunders
However, search engine optimization, despite its very techie terminology is actually nothing but a marketing discipline where the name of the game is to boost your website’s visibility so that it gets included in the all-important Page 1 of Google’s search results for a target keyword.
By boosting the page rankings, more users click on the link and visit the website thereby increasing the chances of conversion and sales.
However, because small business owners usually do not appreciate the finer point of SEO, they end up making mistakes that cost them dearly. Some useful tips on avoiding SEO mistakes:
1. Ignoring the Potential of the My Business Listing of Google
“My Business” is a free tool that is offered by Google to assist small businesses to create and properly manage their Google listings that appear automatically when potential customers search on Google with the relevant keywords.
With over 75% of shoppers now shopping online, the My Business listing helps to attract new customers and shares information with users regarding the aspects that make them worth visiting.
Customers searching online can find important information regarding the business hours, the street address, special offers, as well as product and outlet photos. It is important for business owners to claim the business listing by verifying it and getting the rights of access to be able to manage the listed information.
A verified business listing is treated as more credible by users; thus, is able to and attract more traffic.
2. Being Obsessed with Only On-Site SEO
Many business owners actually believe that SEO is done only on-site; however, as important as improving your own website’s performance is, it is also very important not to ignore off-site SEO tactics.
The focus of off-site SEO is to increase the domain authority by getting links from external websites that are proven to be of good quality and have an established reputation. The best way of earning valuable backlinks is by creating content that is relevant and valuable to your target audience. Sharing the web content on social media also helps to distribute the content and earn links.
Other proven methods of earning backlinks are using outreach emails to reputed influencers in your industry and writing blog posts for sites that are considered authoritative in the sector in which you operate.
It is, however, very important to appreciate that the quality of the links is a far more important factor than the number of links to your website.
3. Ignoring Page Title and Meta Descriptions
Even though fixing page titles and meta-descriptions is very easy, often they are left unattended simply due to sheer oversight.
The page titles are used by Google to understand what the page deals with and when webmasters do not use the proper HTML tag Google just can’t perform this task.
For people wondering what page titles are, they are nothing but the clickable results that a search conducted on any search engine generates.
Page titles are not only important for SEO but also vital for users to understand what information a link may lead. When a page title contains an accurate and concise reflection of the page content, it boosts the number of clicks by users.
On the other hand, Meta descriptions are summaries of the page content inserted below the page title for the benefit of users and search engines. According to Neil Patel it is very important to be as persuasive as possible with the restrictions of the allowed 160 characters to convince visitors of the quality of the link.
4. Not Conducting Website Audits Regularly
The only way of getting to know of the performance of the website from both the viewpoints of the user as well as the search engine is to conduct audits of the website. If the audits are not conducted regularly, the website could be very well going off track without you realizing it.
The audits have to cover each and every aspect of the website right from the quality of content to the navigation and payment processing. If you would rather not spend time conducting site audits, you can engage an SEO agency to track the site’s performance regularly and get their suggestions to improve the ranking.
5. Leaving Legacy URL Structures Untouched When the Site Has Been Redesigned
Very often, due to the increasing load and the need to cater to the information requirements of the user base better, a total revamp of the site becomes necessary.
While the demands of business may make a site redesign imperative, not redirecting the traffic properly from the old URLs can lead to a massive loss of traffic and earnings.
If the old URLs are not properly redirected according to a planned 301 mapping exercise, it is quite likely that visitors using the old links will get a deactivated page and there will be loss of sales revenue for you. Even Google will not be able to index the pages properly leading to a loss of organic SEO traffic.
6. Not Focusing on Content That Is Current and High-Quality
The primary reason why users visit your website is to get information that is relevant to their information needs. Therefore, the content on the website necessarily needs not only to be of very high quality but also current so that users will find it more relevant to the requirements.
Small business owners often get so busy with the operations of their business that they forget to update the contents of the website regularly. It is very important to not only keep on updating the content already present with fresh figures and facts but also to add new content that will project you as an authority.
Writing blog posts is a very good way of demonstrating your thought leadership and it can be very easily distributed with the help of social media and email. Remember to structure the content in a way that is easily digested by the audience and has the keywords that the search engines will easily pick up.
Search engine optimization is not very complicated once you understand the underlying reasons what you are trying to do and why you are doing it.
It is just a matter of staying ahead in the competitive environment by doing things better in a way your audiences will appreciate and making it easier for search engines to understand your intent and match it with that of the users.
Avoiding the most common SEO mistakes will help considerably in boosting your site’s visibility and driving traffic to it.
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