So you're doing some SEO for your website...are you making these common mistakes?
1. Focusing too much on your keywords.
While keywords are crucial for gathering and routing traffic to your site's pages, businesses often focus too much on placing the word or phrase in the content. What these businesses miss out on is the opportunity sell solutions, rather than products.
Let's dissect this further...
It makes intuitive sense to focus on a specific keyword, let's say "document management," if that's what you sell. Writing content about document management is great; you are attracting visitors that want to know more about document management.
But what about the people that don't know they need document management yet? Maybe they are searching for a specific solution to their problem (not knowing that document management could be that solution for them)? Perhaps they searched for "the paper in my office is out of control" or "I need help organizing my files."
While Google's algorithms are very smart, they don't quite understand that someone whose files are out of control is in need of a document management system.
The content about document management should discuss the solutions the product solves as well as the product itself.
2. Relying on 'feeds' to provide content to your website.
In the copier industry, it can be easy to rely on the OEMs to produce content that you can share on your website and social media. The problem with this is that your website doesn't get the benefit of creating a new page of content.
When a feed pushes a new post to your news-type blog page, it is set to not be indexed by Google. This is because it's not your content and you don't want to be seen as plagiarizing.
Creating unique content for your blog and adding new pages to your site is critical to be seen as relevant to your customers -- and to Google! Providing new pages to index is an important ranking factor in Google's algorithm.
3. Not filling out the meta-data for your content.
Meta-data is the simplest way to tell Google/Search Engines what your content is about. Leaving the meta-data blank is a huge missed opportunity.
What is meta-data? Meta-data is a brief description of your page, image, site, etc. and has a few purposes.
Firstly, items like the page meta-description and page meta-title are used in the Search Engine results pages:
Google's algorithm also uses your website's meta data to determine what searches your website is relevant for. Do you talk about document management and organizing office files in your meta-description? If you answered "Yes," then you are on the right track.
Secondly, items like an image meta-description is an important element in website accessibility, used in lieu of and actual image for blind website visitors. We'll be talking a lot more about website accessibility in the coming months. This is going to be a big topic in the web design and marketing world!
4. Not optimizing your website for mobile devices.
Creating a great looking website is no longer the cornerstone of a successful website. You now absolutely need your website to be mobile-friendly, meaning quick page load times, properly optimized images, not a lot of code bogging your site down, etc.
The simplest step toward optimizing your site for mobile is to ensure you are using proper images sizes. Huge images take a lot of time to load and render the proper size.
5. Ignoring generally known SEO best practices.
Having a page of content for each of your business offerings doesn't go far enough! You need to have those pages well-optimized, making use of H-tags and meta tags, proper URL structure, without broken links resulting in 404 errors. Clean up your site regularly to ensure there aren't too many redirects, broken links or errors.
Keeping your site updated is more than adding a blog post here and there. Regular maintenance is crucial for website health, crawl-ability and speed.