Poor SEO on a business website can lead to steep penalties from Google. So far, Google’s mighty trio (Panda, Penguin and Hummingbird) promises to catch and punish websites committing certain SEO sins. Both off-site and on-site SEO are subject to review, and businesses failing to take SEO seriously may suffer consequences. Fix these three SEO mistakes now before it is too late.
1. Duplicate Content
Ah, content duplication. Some SEOs believe internet marketing was much easier back in the days when publishers were in high demand. “Someone posted something? Great, add it to the blog!” While not the most creative or interesting strategy, it offered positive results for some while the blogosphere was in its infancy. With the current content surplus, there is no longer a need to steal content (spoiler alert: there never was). Now, there’s a demand for more than content – brands must achieve content excellence. If your brand isn’t meeting that demand, prepare to be penalized by Google and your fan base.
2. Inadequate Keyword Strategies
What is a keyword strategy? Is it length, competition, relevance or performance over time? Is it a complex network of strategies that must be well-managed to be effective? Yes and yes. An inadequate keyword strategy – one that lacks monitoring, coordination and research-based plans-of-action – is destined to lead to search engine penalties. As the climate of SEO continues to change, diligence is required to keep up with SEO best practices.
3. Lazy Link Building
Comment spam, forums, trading links and other ancient link building techniques are no longer flying with Google in the pilot’s chair. Particularly since Hummingbird was established, SEO has become much more of an art than a science. Instead of “building” links, SEOs have to earn them. In a website’s early years, currently shunned link building techniques may have been appropriate. Today, businesses with large websites must work to correct the imbalance between link spam and quality links in order to receive Google’s approval.
Putting Out Fires
With pages, backlinks and keywords by the thousands, large websites run the risk of these SEO problems on at least some portion of their site. Unfortunately, leaving the error unaddressed costs businesses, big time. How much would it cost your website to be down for a day, a week or a month? Bouncing back from a website penalty may take longer than your business can afford. Often, so much time is spent putting out fires that the root of the problem remains uncorrected. Fortunately, the answer is relatively simple.
The Answer to SEO Problems
Unless your business has an efficient and knowledgeable in-house SEO team, the best way to combat the repercussions of SEO mistakes is to work with an SEO manager. A dynamic concept with many moving parts, SEO requires skill, time and organization before it is mastered. In the meantime, trusting your site’s web presence to a learning curve can be risky business. Set out to fix these reputation-damaging SEO problems before it’s too late.
Have you ever experienced an SEO crisis? How did you deal with it?