Nowadays, if you want your business to be found, you need to be online. However… just because you’re online doesn’t mean you’re seen. With the new status search engines have taken on in the past few years, it’s now more important than ever to rank highly for your services. After all, higher rankings means more click-throughs, which (if your website hits the mark) means more conversions for your business. Make sure your website is primed and ready for the search engines by avoiding these simple SEO mistakes.
So you want to rank for a specific term on Google. That means you should use that word as much as possible on your website, right? Search engines may once have been duped by keyword stuffing, but they have since become a lot more privy to the ‘cheat’ techniques used by businesses to increase search engine rankings. In fact, overdoing keywords can now damage your rankings in search engines, landing you penalties instead of points. The trick is to use keywords naturally in your content.
It’s a common trap businesses fall into online, and one that should be avoided at all costs if you hope to actually attract and retain customers. When it comes to online content, make sure you’re writing for your users and not for the search engines. There’s no use ranking for keywords people aren’t searching for when they’re seeking your services - as well as undermining your business’ credibility, this will lead to lower engagement with your website and deter your customers from returning.
Selecting the right keywords to rank for can be a difficult process, especially when you face a lot of competition in your field. Whilst it’s great if you can rank for all those high traffic terms, you need to be realistic about your goals. If you’re facing a lot of tough competition, you will want to consider being more specific in your selection. Long-tail keywords can often lead to quicker rankings and more conversions. For instance - ranking for ‘Northbridge tapas restaurant’ could be better than ranking for ‘restaurant’, as you are more likely to attract customers who are closer to conversion. If you are advertising a local service, you’ll also want to make sure you focus on ranking locally (as opposed to globally) for those keywords.
It’s all well and good establishing your keywords, but the only way to know if your SEO efforts are working is to analyse and review your results. By using analytics tools to track your progress in rankings, conversions and visibility, you will be able to identify which words and tactics are working, and which aren’t. This will allow you to adapt your strategy to focus on keywords that are bringing more traffic and conversions to your business.
Links to your website can carry a lot of value when it comes to SEO, but don’t make the mistake of opting for quantity over quality. Whilst search engines interpret inbound links from quality websites as a sign of your popularity and authority, links from low quality websites can do your reputation and rankings more harm than good. In reality, one quality backlink from a highly trusted website is worth more than ten low-quality links from a spam site. This will ultimately say a lot more about the trust and authority of your business.
When it comes to online marketing, some things are best left to the experts. If you need help with your SEO strategy, get in touch with the team at Undergrnd Marketing. From SEO copywriting to website analytics, our team have the experience and tools to help boost your business’ online presence.