Four SEO Errors That Can Really Hurt

16 May 2017

Four SEO Errors That Can Really Hurt

SEO is the tool that supports your content marketing and so, if you get it wrong, you can get into a whole world of pain with your search rankings. Here are four mistakes you could be making, which could be stopping you from reaching that precious number one spot.

Poor website structure

In very simple terms, you need to make sure that your website functions effectively at a basic level otherwise all that great content you create will essentially be wasted (or at least severely diminished). In practice, there are three aspects to this:

1.Making sure that it is easy for the search engines to crawl and index

2. Making sure your pages load quickly

3. Making sure that your pages are user-friendly (taking into account mobile users and also the requirements of the Equality Act 2010 and its counterparts).

It is impossible to overstate how important it is to get these three basics right.

Misusing Google Analytics

There are basically two ways you can wind up misusing Google Analytics. One is to ignore it and the other is to obsess over it. If you ignore Google Analytics, you miss out on a wealth of data that can help you to assess customer maintenance and the engagement of new and returning users. If you obsess over it, you risk becoming too trigger happy and changing strategies too often and on too large a scale to determine what was really effective and what not. Use the data as a guide, rather than a rule book. Similar comments apply to other analytics tools, such as Facebook Page Insights.

Assuming that domain authority will just come along naturally

It’s a bit unfair to call this a mistake, since it is true that producing top-quality content will almost certainly create domain authority in an organic matter over the long term. It may, however, develop rather more quickly if you give it a helping hand, such as by guest posting on other sites and/or undertaking blogger outreach.

Having a lot of empty/holding pages

You have a great idea/product/service and it deserves its own page on your website and you’re definitely going to do it - eventually. You put up an empty/holding page on your website as a marker for where this great content is going to go - and Google sees it for exactly what it is, a content-poor page and marks you down for it. The more of these you have, the lower down the rankings you go. Pruning and consolidating content, therefore, can be one of the easiest wins there is.