Every website needs a good SEO strategy if it is going to maintain its hard-won position at the top of the search engine rankings. SEO is a constantly-evolving science, so you can’t afford to stand still and rely on old or outdated techniques. Even if you try to keep abreast of current trends, there are still some mistakes that could end up costing you dearly. Here are four of the worst:
1 Failure to make your website mobile-responsive
According to Search Engine Land, mobile search overtook desktop search in 2016. With the majority now relying on their smartphones to initiate online searches, a failure to make your website easily accessible for mobile users is a grave marketing error and one that will cost you dearly in lost custom.
2 Failure to optimise internal links
Paying attention to the links within your site is important, as a good internal linking structure shows the search engines that your site is well constructed and well thought-out. Check that internal links lead to onsite pages with high-quality information and see how this affects your search engine rankings.
3 Too much social media, not enough link building
Social media is all the rage these days, with companies fighting to attract more likes and shares. Whilst this might attract some momentary attention, research has shown that this activity does not actually result in higher profits. What does have an effect on increased sales is a carefully structured programme of backlinks, which helps to convince the search engines that your site is relevant and authoritative. The links have to be appropriate for your industry, of course, so linking to random sites won’t help your cause. Companies that provide professional SEO services, such as https://www.elevateuk.com/seo-services/, will assess your current SEO strategy, including backlinks, making improvements that will result in increased traffic and improved ROI.
4 Insufficient long-form content
Anyone can publish online content, but this does not make it relevant or even interesting. Search engines like to see high-quality content that provides visitors with real value. To do this, they need to cover a topic in great depth and therefore need to be around 2,000 words in length, which takes time and effort. This is time well spent, however, as you will be rewarded by seeing your site gain increased amounts of good-quality traffic.