The 5 Most Common Website Optimisation Mistakes To Avoid
Ashley Bryan |
November 24th 2017
Website optimisation methods are constantly evolving as users change their perspectives and search engines continue to develop. Staying on top of the most
successful optimisation techniques is not easy, and many businesses end up falling into the trap of doing incorrect SEO. As a result, these businesses start seeing a decline in search ranking – and by extension a decrease in traffic and conversions.
And while website optimisation is a field that is ever evolving, some practices have proven to be successful over time while others have proven to be harmful in the long run. Here, we shall be reviewing the top 5 common optimisation mistakes that you should avoid to ensure your website gets the desired results.
- Using the wrong keywords. Website optimisation has a lot to do with the keywords that you want your site to rank for, but they have to be the right ones. A common mistake made when selecting keywords for sites is people neglecting long-tail keywords. Also, you need to use words that potential customers use to refer to your products and services instead of using the words that you yourself would use to define them. Do some research before you start optimising to ensure you’re using the right words. Tools that can help you out with this include
Google Trends, Google AdWords KeywordPlanner, and Moz Keyword Explorer.
- Keyword stuffing. You might think that including the target keywords in each and every sentence will help boost your ratings, but it won’t. Overusing keywords causes your site to be registered as spammy by search engines and will get you penalised – hurting your SEO performance.Keyword stuffing or overusing keywords is not only bad for search engines but for your audience as well as it makes the content sound unnatural and, therefore, it becomes useless to them. Google’s use of the Latent Semantic Indexing (LSI) program means that the engine can tell the topic of your content without relying on keywords – so go easy with them.
- Posting content that is not original. While duplicating content was a common practice earlier on, today it will get you penalised by search engines as it is viewed as a spammy practice.Duplicate and thin website content will not work to help you improve your search ranking. Invest in creating original and meaningful content that is useful to your target audience and with time your
- rankings will benefit from it.
- Prioritising quantity over quality when building backlinks. In previous years, the more the external links to your site you had, the better. Although quantity still does matter, the quality of the backlinks now matters more than anything else. You, therefore, need to ensure your backlinks are from relevant, high-ranking sites with solid reputations.
- Messing up internal links. Placing internal links to pages that are performing well in your content is a sure way of giving them additional visibility as well as increasing traction. You need to, however, ensure that you’re not just adding internal links for the sake of having them in a post. If they are not relevant to the topic of the article, leave them out.Similar to keyword stuffing, going overboard with internal links could also make your links and content seem unnatural and could affect the user experience. Search engines will not treat this favourably either as they’ll read fraud into the practice.
Website optimisation is an integral part of content marketing. By avoiding these common pitfalls, you can ensure that your site ranks well in search which will increase your chances of achieving the objectives of your website.