Experts have covered the topic of SEO to death. Maybe that is why many people claim that SEO is ‘dead’ and the industry on the whole is in decline.
But the truth is that search engine optimization is flourishing. Now it’s even more alive than it used to be a decade ago: new tendencies have appeared, the sphere has grown and spread far beyond titles and keywords.The problem is that many people fail to use SEO successfully which makes them think it does not work anymore.
In this post I will point out some common mistakes many folks make when it comes to implementing and understanding SEO correctly.
Jumping from one SEO trend to another
SEO trends can change a few times a year but it doesn’t mean it’s necessary to follow each of them. Before taking up a trend you should consider its long-term benefits. For example, placing links in widgets and themes designed by you could provide rankingsboost some time ago, but now these link types are considered spammy by Google, so following this trend may harm your site.
But on the other hand, there are trends like mobile friendliness which are beneficial in general.
A simple rule is the following: trends come and go while your site should always be a trustful natural resource for people, so think carefully before jumping between SEO tendencies.
Not listening to what Google says
No matter whether you accept it or not, Google dictates SEOs what they should do. After all, we all pursue high rankings in Google SERPs and so we should carefully listen to what Google representativessay. For example, according to John Mueller, 302 redirects do pass PageRank. Interesting, isn’t it?
So keeping a finger on the pulse will help you to stand head and shoulders above the competition.
Being too focused with SEO texts
Many non-SEOs claim that it’s enough to write unique content on a page and it will rank high. While it may happen sometimes, it’s not like things work in the SEO world all the time.
There are many articles claiming that content is king. Do you know why? Because it’s really true: a page has a high ranking potential if it contains high-quality unique content built around the target keywords. Thanks to Hummingbird, pages like “download X book for free here without registration” have almost gone from the top. Today you can use synonyms, add adjectives, etc. to the keywords and write for people but not for search engines.
Before adding a new page you should always do a keyword research and then write meta tags as well as recommendations for content around the keywords you’ve collected. They don’t rule the content, they help to concentrate on topics and things users are interested in. At the end of the day, these are goal completions which are important, not just site traffic.
You should always manage your site with SEO in mind but not being obsessed with it at the same time. This is a kind of a balance which is hard to find and maintain, that’s why it’s easy to be bad at SEO, but it’s really hard to be successful in it in long-term perspective.
Kristina Azarenko is a marketing manager at SEO specialist at Amasty.