Today we tackle something quite important for your business; the amazing and ever-changing world of search engine (SEO).
Before we dive into the juicy stuff with tips and tricks that are going to help drive your business, I have a little back story. The reason it got me thinking about SEO is because in the last couple of weeks, I have been running a special on websites to get people onto websites, creating their website and utilizing them. Making sure their website is there for them, and growing with them and showing off their brand and their services. This is where these common mistakes popped in my head.
I have personally been working a lot with SEO and utilizing my knowledge.
Digital marketing is where we set a digital marketing strategist; it’s is like playing poker. Why you ask? First timers always have luck, I have told this story before. I went to the local casino, and spent the money on poker. I made enough to cover the money I spend and to cover our food. But that was the first time though.
Evidently, you have some luck as a beginner. But then as you get into less of the beginning stages you're going to find it tougher and struggle. You’re going to have wins originally and it's going to get harder to keep up with them.
One of the really good ways to make sure you continually get wins is your SEO strategy.
That means making sure there is a strategy behind your website and everything that you are doing. Including anything you do online actually, so when google sends out their little bot-like bugs out into the web, then they find your website and they know what you do.
For most of us, our SEO strategy isn't performing as well as it should or could, and then you think about all the mistake you have made in your SEO in the past and hope they are not hurting you now.
Today I’m going to provide 5 SEO mistakes that we are all making right now but need to be stopped and fixed.
Mistake 1: Underdeveloped linked structure
We begin with an underdeveloped link structure. We all have, and including me many landing pages for all kinds of stuff. When you are talking, you want to make sure you are building out that link strategy for yourself.
This allows you to continue to grow your site and your content at the same time.
If you create a landing page or conversion page (sometimes people call it this) you want to make sure it's linked back to other pages on your website. Your blogs, your services etc.
If you create a new blog, you want to make sure when you mention something, such as one of your services, you are linking back to your service page directly on your website.
Reasons why you want to link back to pages on your website:
1. It keeps users on your website for extended period of time because they are going to keep finding links to click and things to learn. Each time they click something it counts as a touch point.
“But in order for someone to actually buy from you, it depends on your business, it's anywhere between 7-20 touch points. That is a lot of touch points in order for someone to buy from you, if you think that it’s not a lot, obviously you never called somebody on the phone. That's similar to 7 calls, that's a lot. So the longer you can keep them on your site the more touch points you are able to have.”
2. When you are creating those links on your site, for example on my site, it's thedigitalmarket.co/blog/, it's whatever the blog title is. In most website and design developers can change that backlink, to match keywords so it's optimized for your business, and what you want people to be finding you for.
If that is something that you do, you have to think about that. You are linking keywords inside keywords, as you keep growing your site and building on pages.
If you don't have a developed linked structure, if you're not linking to other things on your site, if you are just repeating what you say over and over again, you probably have a problem and google is going to notice that. It's just easier to link back, you don't have to write a whole paragraph then.
Mistake 2: Creating meaningless and valueless content.
That comes back to if you are just repeating yourself over and over again, you are not helping anyone. It's the same sort of situation, if you are talking to someone and keep saying the same thing 18 times, they probably just heard it once and they just tuned you out.
The same thing with your website, if you are just creating content that is just a repeat of something you've already done, just link back to it. Make it a lot easier, and then you know that' good content. It’s the one you are linking back to, but you don't necessarily need to add new stuff.
With that, you can always go back on blogs and update them. Updating the blog is not a bad thing. For example, I have a blog on my personal website and it's about Instagram. Every few months I go back in there and update it, honestly, Instagram is an ever-changing beast. The algorithm constantly changes, updating the content is not a bad thing. It's actually good for your SEO.
Mistake 3: Not paying enough attention to your paid campaigns.
I work with a lot of business owners on their organic growth, working with them and doing stuff that doesn't necessarily cost money on an ads perspective. We do ROI centric marketing, we want to see a return on investment when it comes to your marketing. But you don't want to forget things that you could be doing.
Paid campaigns can help you out a lot and if you are just starting out, the one paid campaign I recommend if you don't have very much money in your advertising or marketing budget is retargeting ads.
Those retargeting ads will only show to those people who have already touched you somehow. Depending on how you have yourself set up, already seen your Facebook page, already like a post on Instagram, already googled you, already been to your website, etc. Those ads will only show up to those people. Hence, you are not spending as much money, especially since you are just starting out and you're probably gaining traction with traffic to whatever you have going on.
But at the same time, you are building on those touch points and eventually those people will probably turn into a customer
Build your list on paid advertising:
You can build up your list on paid advertising, you can do it on chatbot, or email list, either one. That would be the second level of paid advertising that I would recommend.
Remember, you are not focusing on that to bring people back to your stuff, and search engine optimization is not just keywords, it's also how many people are actually looking for and clicking on stuff. If you use keywords that nobody ever cares about, google is not going to care about whatever information you just put out.
Mistake 4: Ignoring the importance of local SEO
Now this becomes huge on Instagram. I live perfectly in the middle between two big cities in Wisconsin.
If you are ignoring your local peeps, they are going to ignore you. We all want speaking events, to build our credibility, to meet new people in our space and even outside of our space. Make sure you pay attention to local SEO, on Instagram but also on your website.
For example, I don't live far from Madison, so in the back end of my site I have “Madison” keywords such as or “Madison, Wisconsin”, “near Madison, Wisconsin”, all at the back of my site. I know that when someone searches that and google sends out their bots into the web, they are going to find me and know that I'm kind of supposed to be there.
Mistake #5: Not auditing your website regularly
The last thing you are doing, and don't feel bad, I'm going to teach you how to fix it in a second, is not auditing your website regularly.
My situation. I actually have a site map built out at my website that nobody can see and it’s hidden from the viewers, so that when search engines go into my site they can actually see the site map. It's literally like homepage and everything that connects to the home page. About page and everything that connects to the about page, and landing pages and all the landing pages I have on my website. You can’t view it unless you have the exact link.
Those are the 5 SEO mistakes that have taken expert digital marketers down all the way down to newbies.
My golden tip:
Let's say you are making any of these mistakes, not all 5, because I have faith in you, you are doing well! But if you are still having couple of those mistakes happening, what I would recommend is downloading the Chrome extensions keyword everywhere. Then look at keywords with traffic that are actually going to them and have reasonable competition (low to medium).
If you don't have keywords everywhere, that's okay, all you have to do is download it and it's free. As you look up stuff on google it will show you how many people are actually looking it up, and it's also going to show you how many other people are using that keyword or running ads to that keyword. You can go in and put in a couple of keywords on every page if you don't have any at all.
If you need more help feel free to reach out to us, we are more than happy to walk you through SEO or... just do it for you.
If you have questions shoot me in the comments or send us a message.