For years, search engine optimisation (SEO) has created headaches for businesses trying to self-manage their digital marketing.
Update after update has caused the digitally inexperienced to fall behind and view SEO as a nice-to-have rather than a must-have.
It truly takes a dedicated expert to stay on top of the rules for strong search engine results and not everyone has the time for such an endeavour.
That’s where Agency Stack fills a gap.
We have a team of experts in SEO, copywriting and white label website maintenance to keep your clients’ digital presence looking spick and span.
Sometimes, when we dive into a client’s existing SEO attempts, we find common mistakes that have led them astray and hurt their traffic over time.
So, rather than describe all the SEO tips and tricks, we thought we’d tell you what not to do.
Keyword Stuffing
Search engines have become well-equipped to detect websites that are intentionally “stuffed” with targeted keywords in an attempt to rank higher on Google.
While this was an effective strategy 20 years ago, search engines will quickly banish you to page 10 of Google’s search results.
The issue with keyword stuffing is that the content doesn’t actually offer any useful or valuable content for the user – a trait which Google very much dislikes.
Search engines reward hard work and consideration towards the user, instead of the short cutters and quick fixers.
So, next time you’re writing content for your website, make sure to craft well-informed copy that makes sense, with a smattering of keywords. Only then should your SEO ranking improve.
Duplicate Content
While duplicate content is not penalised specifically, it certainly isn’t ideal for optimisation either. Duplicate content refers to copy or images that are the same as, or very similar to, content that already exists across the site.
Search engines value originality in their high-ranking pages, so duplicate content is a waste of Google’s time.
Ensure all your client’s content is made specifically for them with an experienced and thorough SEO team.
Over Optimisation
When it comes to SEO, you can actually have too much of a good thing.
In 2012, a Google update introduced a penalty for over optimisation, and the days of keyword stuffing, hidden text and sneaky backlinks were history.
The truth is: Google values content that is made for humans, not for Google.
When you’re crafting a website, think about what will make the experience as seamless as possible for all the potential traffic.
This means not hyperlinking every second word just because Google likes it. Instead, pick and choose valuable links to use.
Put yourself in the user’s shoes. If you would be suspicious of a site covered in links, odd repetitive language and strange titles, then don’t create such a site for your clients.
Bad Link Building
Banking backlinks to external sites can be great for your SEO results. It allows you to optimise your site off-page and connects your website with other credible sites.
However, if you’re too hasty, it can have the opposite effect.
Once again, link building and SEO in general is all about quality over quantity (noticing a pattern?).
Check each and every link to ensure it is a reputable source of information and doesn’t have spammy or illegal traits. Linking to such a site will instantly give your site a bad reputation.
Buying links is another tactic to avoid. It’s not worth the penalty Google may give you and there’s far more merit in doing things the right way. That is, being recognised for your efforts by other sites.
When it comes to link building, take your time. Only do so where it is necessary and logical, and you should set your site up for success.
Get in Touch
If any of the concepts discussed here are confusing or out of your wheelhouse, contact the Agency Stack team to learn more.
We’re always happy to discuss SEO as it’s one of our most in-demand marketing services.
Our SEO team can easily guide you and your clients on the path to success while avoiding these 4 (and many more) pitfalls.