Once you know these common search engine optimization (SEO) mistakes, you can take the proper steps to avoid them.
Here you’ll learn:
- Some of the top SEO mistakes to avoid
- Why you shouldn’t ignore technical SEO
- A solid approach to SEO budget planning
- Why SMART and OKR goal setting is great for SEO
The power of SEO is undeniable — data shows more than half of all website traffic comes from organic search. That’s why marketers work hard to implement all the available tactics at their disposal.
But proper, well-rounded SEO is also highly intricate, involving on-page, off-page, and technical aspects. A more generic approach can lead to a variety of SEO mistakes that slow down the optimization process.
Once you know some of the most common SEO mistakes out there, you can be sure not to fall for them.
1. Expecting quick results
One of the most common SEO mistakes we see is the “need for speed.” Focusing on fast results usually undermines the entire SEO strategy, which leads to disappointment and mismanaged expectations.
Depending on the condition of your website, the quality of content you publish, and the number of backlinks you garner, SEO can take at least four months to produce significant results.
Pro tip: If you want quick output in the meantime, pay close attention to your paid search ads. They can help with lead generation while improving your SEO efforts.
2. Underestimating the cost
Don’t fall into the “too good to be true” SEO trap. Low-cost, high-quality, and fast-results SEO is the stuff fairy tales are made of. Anything from well-written blog articles and stellar SEO-friendly website design to proper competitor analysis calls for time and money investments.
While it may not be as straightforward as your paid search budget, it’s worth factoring in funds for things like website updates, longform content designs, a social media manager, and a content agency partnership or content manager. As in most facets of your business, you get out what you put in.
3. Copying the competition
We’ve talked before about the importance of staying on top of what your competition is doing. Knowing which keywords they rank for, which backlinks they use, and which content they favor is the key to staying ahead.
However, simply copying the competition’s strategy, especially with SEO, can be dangerous. Let’s break down a few reasons why.
Not seeing the full picture
When you’re simply copying what your competitors are doing, you could be missing the bigger picture. For example, some websites block SEO crawlers, so backlink reports you get are incomplete. If some backlinks are invisible to the tool you’re using, you could be copying an incomplete strategy, thus achieving worse results.
The other danger of copying the competition is not knowing how sustainable its strategy is. Your main competitor could have been achieving excellent results for a short time, only to be slapped with a Google penalty next month. The copycat will go down together with the culprit.
4. Using black and gray hat SEO tactics
Speaking of penalties, your competitors may or may not know the basic black-hat SEO techniques to avoid. Black-hat SEO tactics, which can be done purposefully or by accident, include publishing duplicate content, keyword stuffing, and using private link networks.
The thing about these risky SEO techniques is that Google knows all about them, and may ding your site if they catch you using them. After all, even if your intentions are good, search engines have no way of knowing it.
Pro tip: Search Engine Journal recently highlighted 8 on-page SEO techniques that Google hates. These include only optimizing for desktop, unnatural internal linking, and spammy website footers.
5. Neglecting your technical SEO
We’re evangelists of technical SEO around here. That’s because we know it often gets ignored by marketers since it can be tricky to understand. But it’s too important to let fall by the wayside.
Technical SEO generally refers to things on your website like:
- URL structures
- Page speed
- Internal links
- Site security
- Your site’s architecture and navigation
- Meta data
Conducting an SEO audit can give you a good idea of where your technical SEO stands. From there, you can pinpoint areas of weakness and take the necessary steps to address any issues.
Check out our webinar recording, The Importance of Technical SEO, for even more insight.
6. Focusing on search engines over customers
Even though SEO appears to be all about optimizing for search engines, that doesn’t mean they should be the only focus of your strategy. Google’s goal is to make search results as valuable to the user as possible. To make Google happy, it makes sense to adopt the same goal.
Writing for search engines may help you rise through the ranks temporarily, but it’s not the way to build solid SEO in the long-term. Instead, keep focused on educating your audience, providing a streamlined user experience, and publishing accurate content.
7. Failing to set clear SEO goals
Aiming to nab the top organic spot on Google’s search engine results page (SERP) sounds like a good goal. But what good is a goal without a clear path to achieving it?
Before you hit the ground running on your SEO strategy, make sure to map out clear goals. Consider using SMART (specific, measurable, achievable, realistic, and timed) goals to ensure the proper structure of your campaign.
You can also take advantage of the OKR (objectives and key results) approach to break down big goals into smaller components.
8. Ignoring video SEO practices
This SEO mistake is common because SEO tactics for things like video are relatively new to the landscape. While you may be used to optimizing written content, don’t forget about photos, videos, and graphics too. (Especially since Google reportedly prioritizes websites with video content.) Videos can increase your clickthrough rate (CTR), reduce bounce rate, and create quality backlinks.
Here are some ways you can make sure your videos are set up for SEO success:
- Include an easy way for viewers to share the video
- Include a target keyword in your video’s file name
- Add closed captions or subtitles to videos with dialog
- Choose an eye-catching thumbnail image
Even the most experienced SEO specialists make mistakes here and there. Learning from them can help you streamline your SEO campaign and remind you to stay in the loop on the latest developments.
Need more assistance with your SEO (or PPC) efforts? We’re here to help.