Website owners today are increasingly adopting aggressive marketing tactics that are more likely to harm their website visibility in search engines rather than help it.
Here are some of the most common mistakes that you should avoid:
1. Keyword Over-Optimization
Search engines have become increasingly complex, and Google, in particular, is continually tweaking its algorithms to reward high-quality content while penalizing low-quality content as well as attempts at manipulating the algorithm.
It’s no longer acceptable to stuff a page with keywords in an attempt to make it rank higher for those phrases. Not only is this an example of an ineffective tactic, but it could actually have negative consequences. This particular tactic would be identified by Google’s Panda algorithm, and the website may be subsequently removed from Google’s search results.
2. Insufficient & Infrequent Content
For years, there was a focus on making website content short and sweet. Recently, however, there has been a trend among search engines to prefer pages with long-form, in-depth, informative content. When a search engine encounters a page without much content, it might conclude that the page is of lower quality or that the content is “thin,” causing it to have less visibility in search results.
In order to ensure that your website is competitive today, ensure that you publish only valuable, relevant, and informative content. Generally, long-form articles that include images, proper text formatting, and even video embeds tend to rank better in search engines, get more social media shares, and higher engagement with readers.
3. Unnatural Link Building
Many website owners often make the mistake of thinking that buying links is a quick and effective way to boost their site’s search engine rankings. While quantity and quality of inbound links are a major factor in the search engine ranking algorithm, unnatural inbound links can trigger devastating penalties on your website. Google, in particular, has been clear regarding their stance when it comes to buying links. Simply put, they don’t like it and are swift to penalize any site found to be building unnatural links.