​3 SEO Mistakes That Will Hurt Your Organic Visibility in 2016

17 March 2016

3 SEO Mistakes That Will Hurt Your Organic Visibility in 2016

Search engine optimisation is an essential part of any online marketing strategy. With work, it can lead to a great amount of unpaid, organic website traffic, but the results can be less predictable and stable than strategies such as PPC.

Working with an experienced team of SEO experts will help to ensure that your organic traffic levels show improvements over time, delivering new and repeat site visitors who are highly targeted and relevant to your market. However, there are still aspects of website and business management that need to be monitored in order to avoid causing dramatic dips to your SEO visitors.

Avoid the following practices at all costs to maintain your SEO success:

Poor-quality content

If your content is stuffed with repeated keywords, or if you just have 150 words that vaguely cover your topic, you are likely to be penalised by Google. Similarly, if your blog posts or website content are copied from elsewhere, or have been run through automated ‘spinning’ software, this can now be detected relatively easily by the search engines.

If your content is poorly written, unhelpful or just plain wrong, revise it with some urgency. Find the people within your organisation who can create high-quality content or outsource it to experts, but don’t leave your website full of nonsense or content that embarrasses you.

Badly managed migrations

If you migrate your website, or even redesign it, you risk derailing the good SEO work you have carried out in the past. If you don’t update your meta data or use the right redirects, you can lose the benefit of the search engine benefits you have already gained and sabotage your success.

These errors can be avoided if you demonstrate a conscientious approach to your site migration or redesign. Make sure your indexing is consistent, update your sitemap, and carry out regular checks for things such as crawl errors and broken backlinks. Moz has a good guide for site migration and SEO here.

Spammy backlink profiles

Even if your SEO practices are now fully compliant with Google recommendations, there is a chance that – in the past – in-house or external SEOs created unnatural backlink profiles to produce a temporary (at best) boost in search engine rankings.

If the words ‘link scheme’, ‘link wheel’, ‘link exchange’ or ‘link farm’ have played a part in your search engine optimisation strategy, even if it was several years ago, you need to take quick action to avoid a hit (if you haven’t had one already) that devastates your search engine positioning.

Automated link-building software can also cause problems, especially if it blasts comment sections or forums with repetitive text and questionable backlinks.

Essentially, if you’re trying to trick Google into believing your site is more popular than it is, by the use of automated or questionable backlinks, you need to stop and reverse any damage you’ve already caused. Check out: How to Get Rid of Low Quality Inbound Links After Google Penguin