1) Thinking Search Engine Optimization is magic!
Many people still believe that Search Engine Optimization is magic. They hire an SEO company and immediately expect to be on the first page of Google. There is much work and time involved before results appear. Successful Search Engine Optimization requires client involvement, changes to your website, and time for the efforts to gain traction of the search engines.
2) Thinking success happens overnight.
SEO is a long term process. Results typically will start showing after 2 months, but the full benefit will not show its face until after 6 months and will continue to improve from that point on.
3) Building a website using non-search friendly technology.
Search engines have come a long way in understanding technology such as Flash, JavaScript and dynamic websites. However, a site using JavaScript navigation, user or session IDs, or developed all in Flash will not perform well on the search engines. Keep it simple!
4) Sacrificing content.
The old saying “Content is King” remains truer than ever. “Brochureware” does not generate search visibility. A website rich in valuable and informative content not only will satisfy the search engines, but your visitors as well. If they came to find detailed information about you, your website better deliver.
5) Believing once the website is launched, all work is done.
As said before, search engine optimization is a long-term process. If you build it, they will not necessarily come. You must continually add content, fine-tune search optimization, and maintain online marketing initiatives to remain successful and stay ahead of the competition.
6) Not utilizing and analyzing traffic data.
More often than you’d think, companies are not using their website traffic data to improve online search visibility. Traffic data will tell you where visitors are leaving your website from, how they are getting there, and so much more. Use this information and fine-tune your website and search optimization accordingly.
7) Not utilizing free tools such as Google Search Console and Bing Webmaster Center.
Google Search Console can not only provide you insight into problems Google may be having with your website, but also valuable link and search visibility information. Bing and Yahoo offer similar services, so you can see how search engines are responding to your website.
8) Continually building new websites without consulting your online marketing agency.
More often than not, companies that aren’t doing well on the search engines will make the biggest mistake of building another website and not discuss the consequences if not handled properly with their search marketing firm. Launching a new website without taking the necessary precautions for the search engines can set you back even further from the competition.
9) Choosing a content management system (CMS) that does not allow for the SEO basics.
A CMS that doesn’t allow for optimizing page specific title tags or a CMS that uses inheritance in a manner that hinders proper SEO will be detrimental to search visibility. You have to have the foundation set before building the house. Basics such as page specific title tags, simple navigation, and content are the most important building blocks for a successful SEO program. If the Content Management System you are considering doesn’t offer you the ability to perform the basics, look at another option. Here are SEO considerations when selecting a Content Management System (CMS).
10) Assuming that matching what the competition is doing will raise you above them.
To beat competitors who are established on search engines, you need to go beyond what they have done and deliver a stronger, better search optimized website with an active Social Media Marketing program promoting the site. Websites with search positions tend to keep those search positions. To take those search positions, you need to EARN them by doing a better job providing information to your audience.
