SEO checklist on yellow post-it notes

SEO campaigns require careful planning and execution to achieve success. Several errors can hinder the effectiveness of even the most basic SEO strategy. Here are ten common mistakes that could impact the success of an SEO campaign worth identifying and fixing to improve online visibility:

Poor Quality Content

Low-quality that doesn’t demonstrate any relevant experience and expertise by the author and, or duplicated content can harm will hinder your SEO efforts. High-quality, informative, and engaging content is crucial for attracting and retaining users and achieving higher search engine rankings. Make sure the author has a full biography displayed to indicate that they are an expert in their field. Link to the author’s social media or LinkedIn profiles if relevant.

Remember that search engines, in particular Google, now have specific guidelines that it expects content to meet. These are known as EEAT, which stands for Experience, Expertise, Authority, Trust. For every piece of content on a website consider whether it would stand up to scrutiny based on these guidelines.

Lack of Focus on Mobile Optimisation

With the increasing prevalence of mobile devices to perform online research and fact-finding, even by corporate employees and other B2B businesses, ignoring mobile optimisation can lead to a poor user experience and lost revenue. Ensuring your website is responsive for small devices is a given, but also ensure visitors can easily discover everything they might want to know about your products and services from a mobile device.

Neglecting Technical SEO

Technical issues such as slow page load times, broken links, improper redirects, and crawl errors can negatively affect SEO performance. Regularly audit and optimise your website’s technical aspects to ensure smooth operation of the website and a good user experience at all times.

Inadequate Backlinks

Acquiring low-quality backlinks can harm your website’s credibility and SEO rankings. Focus on building high-quality, relevant, and natural backlinks to your site. The quality of a backlink is impacted by multiple factors including. “dofollow” links, anchor text, authority of linking domains based on industry-standard metrics such as DA, DR and TF, traffic to linking domains, relevancy of content surrounding the target backlinks.

Ignoring On-Page SEO

Neglecting on-page SEO elements such as title tags, meta descriptions, header tags, and image alt attributes can reduce your visibility in search results. The title tag in particular is essential you’re your SEO strategy but all other on-page elements, whilst not as important, still all contribute in some way to the best possible organic search rankings. Take the time to optimise all of these elements for the best possible results.

Ineffective Local SEO

For businesses with physical locations, ignoring local SEO can result in missed opportunities to engage with potential customers in your local area. Ensure your Google Business Profile is is fully configured, optimised and regularly updates with new products or services. Also actively manage your online reviews and local citations ensuring the business name, address and phone numbers (NAP) are consistent across all sources on the internet

Lack of Regular Updates

Failing to update and refresh the content on your website regularly can cause it to become outdated and less relevant to users. Fresh content is often favoured by search engines and more likely to appear in the search listings and be seen by your target audience.

Not Analysing Data

Without regular monitoring and analysis of SEO data, you won’t know what’s working and what’s not. Analyse traffic, rankings, backlinks and user behaviour to make ongoing data-driven improvements. Google Analytics and Google Search Console are a good place to start gathering data to analyse. These tools are free to use and provide valuable insights. To track rankings and backlinks try one of the popular industry-standrad tools such as SEMRush, Ahrefs, SEO PowerSuite, Majestic SEO etc.

Lack of Patience

SEO is a long-term strategy, and it can take time to see significant results. Impatience and constantly changing tactics can hinder your campaign’s success. Be patient and consistent in your efforts. Log all the changes that you make and annotate them in Google Analytics so that you can correlate improvements with particular techniques or changes.

In an effective SEO campaign, it’s crucial to avoid these errors and adopt a holistic approach that combines on-page optimisation, high-quality content, technical SEO, and off-page strategies such as link-building, while consistently monitoring performance and making necessary adjustments. Additionally, staying up-to-date with search engine algorithm changes and industry best practices is essential for achieving SEO success.

About Michelle Symonds

Established as an SEO specialist since 2009, following a career as a software engineer in the oil industry and investment banking. Michelle draws on her IT and web development experience to develop best-practice processes for implementing successful SEO strategies. Her pro-active approach to SEO enables organisations to raise their online profile and reach new audiences, both nationally and internationally. She has a wealth of cross-industry experience from startups to Fortune 500 companies .

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