In a recent article on Search Engine Land, Barry Schwartz shared Matt Cutts’ perspective on significant mistakes that webmasters commonly make in terms of SEO.
1. The Absence of a Crawlable Website The most significant oversight, according to Matt Cutts, is either not having a website or having one that search engines can’t crawl. It’s essential for businesses to ensure their website is accessible and easily indexed by search engines.
2. Keyword Misjudgement It’s not enough to simply include keywords on your page; they must be phrased in a way that corresponds to the way users typically search. For instance, instead of using a term like “Mt. Everest Height”, it would be more effective to phrase it as “How high is Mt. Everest?” since that’s a more common search query.
3. Content Over Link Building Rather than focusing solely on link building, it’s crucial to concentrate on producing compelling content and effective marketing. Quality content naturally attracts backlinks and is more beneficial in the long run.
4. Overlooking Title and Description The title and description of your key pages play a pivotal role in SEO. They provide a brief overview of the content and can influence click-through rates from search engine results.
5. Ignoring Webmaster Resources It’s a frequent oversight to not utilise webmaster resources or to not invest time in understanding how search engines like Google operate. Familiarising oneself with these tools and resources can provide invaluable insights into SEO best practices.
Many businesses often struggle with website architecture, leading to sites that search engines find challenging to navigate. This can be due to the use of inappropriate technologies or a lack of understanding of website design and user experience. Moreover, some Content Management Systems (CMS) are not SEO-friendly and lack essential tools like metadata configuration. Another common issue is poor link judgement, especially by SEO firms that aren’t up-to-date with Google’s guidelines on link building.
SEO has evolved
Search engine optimisation SEO is no longer just about link building and content creation. It now encompasses multiple factors, including social media marketing, building a strong online profile, and engaging with users through comments on products and services. Blogging can also boost a business’s profile, positioning it as an authority in its field of expertise. Additionally, Pay-Per-Click (PPC) advertising can target keywords that a business doesn’t rank for organically, providing a boost in visibility while climbing the organic rankings.
As with any marketing initiative, it’s always a good idea to consult with professionals to ensure the best results.