Know the top 15 SEO mistakes you should avoid – WAU
SEO errors are responsible for the failure of many online strategies, ranging from the production of poor quality content to more technical aspects, such as the page loading speed. So, check out our list of the top 15 mistakes and find out if you’re making any of them.
SEO (Search Engine Optimization) is undoubtedly one of the most coveted Digital Marketing strategies. Especially since the action of searching has already become a behavior integrated with the customer’s purchase process.
In other words, it is natural that brands want to appear when people search for subjects related to their products or services, especially in the most used search engine in the market – Google.
In addition to generating quality content, thinking of ways to encourage other sites to link to yours and learn about other placement factors, you need to be careful not to hurt Google’s guidelines and make SEO mistakes.
Therefore, so that you do not forget certain basic practices and do not have problems with your pages positioning, we have selected 15 main SEO mistakes that you should avoid. Follow!
1. Publish low quality content
There are several criteria that characterize low quality content, such as:
- non-original content: copied from other websites or blogs;
- duplicate content: that same content that appears on more than one page on your site;
- content without relevant information: material generated automatically or that has nothing to add to the user.
All of these examples refer to what is called thin content, a type of content that you must ensure is not present on your website. The right thing is to always value relevant materials for people, who really intend to inform or educate the public.
2. Leave keyword planning aside
For which keywords do you want your site to appear well positioned in Google’s search results? If you don’t already know, you’re probably not using the right keywords on your pages.
Correct optimization involves understand the terms your potential customers use to search on matters related to what your company offers. For this, there are several keyword planning tools to help you choose the best keywords.
3. Repeat too many keywords
If, on the one hand, the lack of keyword planning is a problem, on the other hand, excessive repetition can also harm your site’s position on the SERP (Search Engine Results Page).
This practice, known as keyword stuffing, is totally disapproved and considered as web spam by search engines. In addition to making the content repetitive, it is a clear attempt to manipulate the evaluation of search engines on the page in question.
Therefore, the ideal is that your materials on the internet have a natural and fluid language, preferring the use of synonyms and analogies to unnecessary repetition of terms.
4. Underestimate the meta-description
The meta-description is that short description that appears below the page title in the search results list. As much as it is not a ranking factor for Google, it still plays a key role in influencing users to click or not click on a link to your page on the SERPs.
In Google search results, when your meta-description has a term corresponding to the words the user typed in the search, the expression is marked in bold. This helps to attract attention and positively affects the number of visits your pages will receive.
Therefore, it is important to make sure that the pages have the meta-descriptions set up, with concise information, that describe well what people will find and that contain the respective keywords. That way, it’s easier for them to know whether or not your page has what they were looking for.
5. Forget the title tag
The title tag is one of the elements that Google considers to determine the placement of a page, so it should never be forgotten. It represents the title of that webpage and therefore is a piece of information with a lot of weight inside the page.
Therefore, never leave this tag blank. Choose a flashy title and, preferably, one that has the keyword planned for that page.
6. Do not use heading tags
The heading tags (h1, h2, h3, h4, h5 and h6) should be used as intertitles in your content and serve to better structure the texts for readers. With regard to search engines, these elements contribute to a better overview of the information hierarchy.
Remember to put them on your pages, taking care to use only one h1, since it predominates over the others and refers to the page title for those who read it (not to be confused with the title tag).
7. Disregard the internal linkage
Including links on your site, directed to your own pages, is another essential SEO practice. Failing to put them on is simply a waste of opportunity.
As users visit your site, it is natural for them to browse the links if they are enjoying the content. Thus, it is interesting that pages that are already well positioned contain links pointing to others that you would like to have good visibility.
Just be careful not to overdo it. Excessive links and forced insertion are also considered as web spam and can damage your ranking.
8. Use generic terms for internal links
Still regarding internal links, a detail when creating these links is in the words you use in the so-called anchor text, or anchor text. Terms like “Read more” or “Click here” do not convey any meaning to the visitor and should be avoided as much as possible.
Choose to put the links in relevant words, that convey the idea of the page they point to. Look at the links distributed throughout this article and see how they follow this principle.
9. Disregard the mobile experience
SEO is also about the performance of your website when users visit it. It is crucial that the loading time is short (more on this in the next section) and that there is ease of navigation, especially if the access is from a mobile device.
Pages that are not compatible with these gadgets already have their positioning affected, so make sure that the user experience is pleasant – regardless of the device he uses.
10. Having a website that is too slow
Thinking that the site loading speed does not affect positioning is also another SEO mistake. A website that takes too long to open creates frustration and may be the reason why a user decides to leave the page.
He could be a future customer, willing to recommend his products and services to people close to him, but who felt distrust for a company that does not value the good performance of the site.
So, prevent this kind of thing by hiring a good hosting service and following the recommendations of Google PageSpeed Insights.
11. Ignore voice searches
As much as text searches are still the dominant modality, the volume of voice searches is growing and cannot be ignored.
In addition, it is important to remember that if you appear first for certain keywords in text, it does not mean that you will also be the first for voice search.
As spoken queries are usually in the form of a question, the best thing to do to position yourself well in both search categories is include texts in the form of a response in your content.
12. Downplay Search Console
Search Console is a very powerful tool, which provides valuable information about the situation of your site in the face of Google searches.
Set it up and check your reports regularly to stay on top of information like:
- pages with access error (404 error);
- most used keywords in a given period;
- page positioning for certain keywords;
- CTR (Click Through Rate): the percentage of users who actually click on your page when it is listed for them in the search results.
13. Neglecting to use images
Images also play a role relevant to SEO.
They make the content richer, favoring a good user experience and helping to better understand a certain topic. In addition, they can appear in the image search and bring more visits to the site.
So always try to illustrate your content and don’t forget to fill in the alt text parameter to help search engines understand what your pictures are showing.
14. Underestimate local SEO
One more optimization action that may go unnoticed is the local SEO.
If you have a local business (gym, restaurant, beauty salon, etc.), an excellent practice is to create a listing for your company on Google My Business.
This increases the chances of your brand appearing on searches for people who are close to you, providing opportune situations capable of increasing its profitability.
15. Think that social networks do not influence positioning
Whether or not Google uses social signals (number of followers, number of shares, among others) as a ranking factor is still a matter of debate.
The fact is that very good content published on social networks can reach influential people on websites and portals of great relevance, creating conditions for you to get good external links to your site.
With an increase in company exposure, the number of searches on Google directly citing the brand name tends to grow. This ends up positively affecting the way your pages are positioned.
By avoiding these SEO mistakes, you will certainly have a more optimized website with less risk of being penalized for positioning. Thus, more leads will come, and with them, new business opportunities.
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