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11 February 2013

SEO Search Engine Optimisation

The Biggest Search Engine Optimisation No No’s!

Did you know that only 5% of searchers click on a sponsored Google Advertisement? This means that a staggering 95% are clicking on websites that are due to the organic results of Google. This means that it is imperative that you know the techniques involved in making sure your website achieves effective search engine visibility.

Listen up, as being near the top of SERP’s that are relevant to you and your company will mean the difference of being successful and failing in 2013!

This blog will highlight 10 mistakes that companies commonly make, it’s time to get smart and know what to do and what not to do when it comes to SEO!

  • Not fully understanding how search engines work- Most search engines run automatically with the help of robots, otherwise known in the industry as ‘bots’. The main job of a bot is to follow links and find web pages then send information back to the index. You want these bots to see all of your relevant web pages so they can send information back.
  • Not fulfilling an effective SEO strategy- SEO is basically a marketing technique and like any marketing technique should have a strong strategy in place. Highlight what your targeted keywords are for each relevant web page that will deliver the communications that you require. It is imperative to be able to measure the successfulness of your SEO strategy, this enables you to see how you are doing, making adjustments when necessary.
  • No keywords or the having the wrong keywords targeted- Always research your keywords! By defining what the target audience is for the page, defining the marketing message you want to portray, using a program to find out what the best keywords are and writing content for the webpage which includes the most relevant keyword and stays on-subject will improve the SEO of a page.
  • Including too much content on your website- Each page should try and convey only one message, with one associated keyword phrase (which is included a few times on the page). This will make it clear to the search engine and users what is going on.
  • Including no on-page optimisation- A basic level of HTML is required in order to optimise webpages, additionally make sure that a page has unique title tags and Meta content descriptions, all pages have a unique name and reflect the content.
  • Using ‘black hat’ SEO techniques to trick search engines- There will always be solutions to trick a search engine, allowing your site to move up the ranks quicker. Doing this is known as ‘black hat SEO’ and is very much frowned upon! Don’t be cocky… It is inevitable that you will be found out one day. Don’t risk it as this can result in you being blocked, making it impossible to appear back on search engine indexes.
  • Opting to use a site which isn’t SEO friendly- For effective SEO, each web page needs to be textually rich, aim to have 300 words on a page, as this will give an insight into what the page is about. Make sure there is space for this amount of text and the images chosen are relevant to the content. Get into the habit of including alt-tags on all images that are relevant to the image. At the end of the day your website should be both search engine and human friendly, don’t cut corners!
  • Having an external link strategy that doesn’t work- The more people who like your website the more attractive you will become to search engines, as they go by credibility. It is hard to achieve external links but by no means should you buy links, this is highly frowned upon in the internet world. Yes, it is a good idea to get on relevant directories but also keep improving the content of your site… It is that simple! Social media is key, get involved with discussions and keep providing useful content on your website; this will improve the chance of you achieving those all-important external links.
  • Having an internal link strategy that doesn’t work- You should aim to achieve great internal linking as this is critical for a visitor to receive all the information they desire, in a way that is clear. It is for this reason that search engines reward websites which have good internal linking. Relevant anchor text (the word or phrase which has the embedded hyperlink) is also useful for SEO, as this ensures that the visitor knows where they are going to be linked to and why.

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