Search Engine Optimisation refers to the techniques used to increase the amount of visitors to a website. It is the process of affecting the visibility of a website or a web page in a web search engine’s unpaid results – often referred to as “natural”, “organic”, or “earned” results.
In general, the earlier (or higher ranked on the search results page), and more frequently, a site appears on the search results list, the more visitors it will receive from the search engine’s users; these visitors can then be converted into customers.
There are certain trends and basic SEO errors that are repeated, and these make the SEO more difficult than it should be. Below are five SEO mistakes to be avoided.
Thinking great content will rank without optimisation
Content marketing is great, but it works better alongside the SEO. Avoid thinking that creating excellent content is a substitute for the SEO. Yes, there are examples of amazing content that ranks without intentional optimisation, but these are more exceptions than the rule. The SEO will remain important in getting your page to rank and will ultimately improve user experience.
Thinking great content will get links without link building
Thinking your content will get links without additional effort will very likely result in a large percentage of your content sitting stagnant on the site. You need formal and effective link-building strategies to optimise and put your content out there.
Duplicate content is when the same content appears in more than one web page (URL) within the same or different domain (website). The problem with this is that search engines will find it hard to decide which content to index; and this will likely lead to not showing the web page in the search results.
Some examples of duplicate content include duplicate versions of the home page; duplicate URL (there is a difference between www.example.com/Apple-Iphone and www.example.com/apple-iphone) and different web pages having nearly similar content.
Poor quality site structure
Most times, website developers do not integrate best SEO practices into website structures; therefore, the site structure is unlikely to support search engine optimisation. This is mainly because website developers are not exactly SEO specialists. It is best to create your website structure in a way that is easy and intuitive to navigate for users.
Try to avoid burying high authority web pages on site architecture as this can lead to a dramatic loss of ranking. Flat site architecture can help you get more users to your site through search engines.
Unreasonable SEO expectations
You need to realise that the SEO is not easy, fast or cheap. It is advisable you try not to measure your SEO success solely or mainly based on ranking, according to Jeff Bullas.
Other factors such as traffic, longer time visit, lower bounce rate, and more enquiries or sales are important factors you should also consider.
In addition, it is important to realise that the SEO does not make up for the fact that your website is not exceptional. For a successful SEO campaign, your website has to deserve it. So, take a good look at your website and consider if your user interface is up to par; if your design isn’t dated; if your prices are too high; and if your content just plain sucks. Fix that, and then do the SEO to help achieve your optimisation goals.