You make lots of errors. That is part of life.
And Search Engine Optimization is a complicated subject; there is a good deal to keep in mind, even more to do, and everyone’s stock response to your questions generally seems to be, “It depends.”
Also, it is not simply the fresh-faced, new-on the scene SEOs who are making errors. Outright pros and experienced veterans are doing it, also.
Here are five well known errors that SEOs make with regard to links and content — and that are costing critical traffic:
Error #1: Assembling All Links On The Home Page
It is tempting to point all your links to your home page. Because, well… that is generally wherever your sales funnel begins, right?
Or your customer is nagging you to drive all your traffic there — that may not be even better.
But assembling all your links to your home page is not only an error.
It is a terrible strategy.
Most websites have many home page links. And if it is being done by most websites, you should not be. Because following the bunch in Search Engine Optimization is ensured to find you someplace on the 10th page…if you are fortunate.
Use all those wonderful internal pages you took the time to craft and an excellent plan would be to link into your website.
Neil Patel said it best in this post about link building:
Look at Wikipedia. The website that is the 6th most popular website on the planet and rates for nearly every period out there. Regal Search Engine Optimization is revealing while the home page has about 6 million links that Wikipedia in total has over 600 million backward links. That means while 99% goes to internal pages, 1% of their absolute links point to their home page.
Distributing your link equity across your website, instead of focusing it upon your home page, simply makes sense. Instead of users landing in your home page and needing to struggle to discover the content they are seeking, they are already there. It feels more natural — and it develops more trust in case your content is great.
Linking deeply helps you develop the complete Search Engine Optimization worth for your website, also — the high-value pages you’ve got, the more chances you need to attain search engine visibility.
It is a win-win.
Error #2: Quitting Link Building After Reaching The Very First Page
Look, let me be straight with you: search engine optimization attempts do not continue forever. Within a matter of weeks, you are going to have to alter something.
That is why efforts never actually end; they only shift focus for some time.
Search Engine Optimization is always changing, and it is your occupation to steadfastly keep up with it.
Certainly, when you hit on the very first page, give yourself a pat on the back. Catch a beer, high five your customer, love it, and shoot several screenshots. But once you are done observing, it is time to work on a strategy to help you remain on the initial page.
Think of this from the point of view of Google: Your website was not doing anything. Now, it is unexpectedly fascinating and popular and living. And then it ceases doing anything
It presumes you have either had a quick hit of a viral site post or a link building effort, and you have eventually run out of steam.
Keep constructing links. Do not quit being popular and living and fascinating in the eyes of Google — or you will run out of traffic (and customers) fast.
Error #3: Not Using Blogging As A Strategy
Recently, I had a dialog using a marketing manager at a Fortune 500 firm. She requested me to compose a number of blog posts for her that would drive visitors to their new initiative.
I asked her, “How long would you enjoy the place to be?” To which she said, “It doesn’t matter; it’s not like anybody is really going to read it.”
This really is what is wrong with companies and old school marketers see blogging. They view blogging as low worth — and it is a perspective that is rubbed off on tons of SEOs, also.
But not blogging is a huge error. Actually, it may be among the greatest-value strategies you’ll be able to use.
Look at it this way: How regularly is the content in your website updated? Not regularly. As you can not actually update your About Me or Services page more than a couple of times
That means your website is merely sitting there inactive. And Google does not enjoy websites that are inactive.
But when you own a website, you are adding another page to your website at least one time a month — if not once weekly or once a day.
That says to Google, “Hey, look at us! We are working our tails off over here. Come and see what we have made.”
And when you have got more pages in your index, there are more pages to rank with that you’ll be able to work your Search Engine Optimization magic on for a small amount of extra traffic.
Have a look at HubSpot, for instance: 70 percent of their traffic comes from old site posts — that’s, content they did not create that month. That is a slew of visitors for work they did months past.
And with every month that their content index grows, the larger that 70 percent becomes — because they are bringing strangers in their website and converting them with excellent website content.
You do not have to focus on your site as much as some large websites like Buffer or HubSpot to get the most out of your Search Engine Optimization. But having a website you update with important content two times a month is preferable to having no website in any way.
But as you will see relevance is the key.
Error #4: Discounting Content Relevance
I consider there are just two huge defects in internet marketing:
Marketers believe folks are stupid.
Marketers believe search engines are slow.
Marketing legend George Lois once said, “If you presume folks are stupid, you will spend a life doing stupid work.”
And he was appropriate.
Individuals are not dumb. They are amazing and smart. They would like to be sold to and find products in manners that are creative.
But most of all — and what makes them intelligent — is they need trust. They would like to understand that they are spending cash with someone rewarding.
So in the event the content you are creating to rank isn’t irrelevant, they are going to see right through you. You won’t be trusted by them. And, they will rebound faster than my niece on a trampoline.
Then you, my friend, are in the incorrect game, in case you presume search engines are slow.
In exactly the same manner that folks need useful, trustworthy content, so do search engines. The truth is, it is what the boffins (techies) at Google are crying out for. Because, as you have only read, it is what the folks need.
So simply creating Search Engine Optimization content for the interest of producing Search Engine Optimization content is not good enough
However, what makes content that is important?
It matches the theme of the website you are writing for.
It adds value to the end reader.
It matches any (and all) key words you are using.
It makes sense for any backlinks to point to it.
It gives to the total quality of the website.
In case your content is not doing any of those things it isn’t irrelevant.
Error #5: Not Using Brand Anchor Text
Anchor text is likely to stay a continuous in Search Engine Optimization for a long time. But it is not anchor text itself that is a problem — it is the kind you use.
For instance, it is no secret that the more varied your anchor text, the more natural and the better — it’s in the eyes of Google.
But there is one form of anchor text that branded anchor text is constantly overlooked: by SEOs. In other words, links on text that are:
Your brand name
For instance, by linking to Apple’s home page with all the text “Apple Inc.,” I Have only created a branded anchor text link.
Now, you may be thinking, “But you just said do not link to your home page.” And you had have a point — if it is more useful to link to another page, you should not link to your home page.
Often, nevertheless, SEOs leave their brand name connected and will compose a guest post or some content. And it is a sin — because it is an ideal chance to improve your search positions.
Obviously, you’ve got zero control over what anchor text individuals use when they link back to you personally. But so I am not talking about that that is out of your command.
I am talking about when you do have command. When brand your name or URL come up in content, take the chance to link it.
You will not be penalized for it, and it could get you a better position.
Do not Stress, Get Traffic
Be fair with me a lot of these errors are you really making?
It does not matter if it is two, one or the entire list. What matters is the fact that you do something about it.
Since should you do not make the change, you are going to be left in someone else’s virtual dust, aren’t you?
Let’s fast recap the errors, and what to do about them:
Constructing All Your Links To The House Page: While some links to your home page are excellent, do not saturate it. Concentrate on developing and linking a rich index of Search Engine Optimization content.
Quitting You Hit The Very First Page: Search Engine Optimization does not continue forever. The minute you relax is. Keep working and getting backlinks to ensure you are a long-lasting fixture on the initial page.
Not Using Blogging As A Strategy: Keep your website active and make a large index of pages you could link to.
Discounting Content Relevance: Search engines and individuals are not stupid. So do not treat them that way. Create useful content that is fit for function.
Not Using Brand Anchor Text: Do not let links that are simple to brand messages that use your name and you pass by. Link them, and try to find the difference it makes in your positions.
So tell me, which one are you going to concentrate on first?
Some views expressed in this informative article may be those of a guest writer and not automatically Search Engine Land. Staff writers are recorded here.
About The Writer
Pratik Dholakiya is the Cofounder & VP Promotion of E2M, a digital marketing agency and MoveoApps, a mobile apps development firm. He has served more than 500 customers into different verticals , and it has over 8 years of expertise in digital marketing. As a marketer that is fervent, he often discusses his ideas and knowledge on high end publications like Moz, Entrepreneur Magazine, Search Engine Watch, Search Engine Journal, Fast Company, Huffington Post and a lot more. He’s been advocated as a ‘must follow’ Search Engine Optimization specialist by Search Engine Watch and has really been named one of the very best content marketing influencers by Onalytica two years in a row. He is enthusiastic about startups, entrepreneurship, fitness and all things digital marketing.
(Some pictures used under license from Shutterstock.com.)