Guest post by Wendy Palmer
There are thousands of companies worldwide which rather than looking into how they could boost their online marketing efforts should be instead be looking at what they’re already doing wrong.
Of course, the biggest and most important online marketing tool on the face of the Earth today is SEO and the power held by Google and friends in determining the fate of any given business is almost terrifying.
As such, SEO has become a fundamental box to be ticked by each and every sensible business across the globe as to get by without SEO is now practically unheard of.
However, there is one quite enormous error in the above and it lies in the way in which so many are indeed seeing SEO as a box to be ticked – a fatal mistake if ever there was one.
Quite to the contrary, SEO is the kind of thing that needs to be lavished with attention and approached with both focus and dedication in order to get right, which quite frankly is something of a growing rarity on the online business scene.
So, if after ticking what you thought were all the right boxes you’re still finding your name buried under the competition, chances are it could be down to one of the following simple yet blindingly obvious mistakes:
Building Low Quality Back Links
Google is constantly changing it’s algorithms, but since Panda and Penguin, Google has actively been punishing those who are seen to be building spam or low quality links.
While they won’t punish you for having a few links from forum signatures, directories, social bookmarking sites and article directories, you have to choose the best and highest authority sites where people of all kinds go to publish content.
For example, an article from Ezine or Hub Pages still makes a quality back link, but to publish a syndicated (duplicated) article on hundreds of auto approve article directories that make no attempt to filter good and bad content is likely going to get you punished badly, even de-indexed.
You have to make an attempt to distinguish between the quality, authority sites that you do want links from, and the low quality, content farms that you don’t want links from.
There is no easy way to this, but you could find a tool that checks the domain authority of a site perhaps, or just check the ranking of the site and sub-pages of the site on Google.
First up, while there will always be certain SEO elements and approaches that should be stuck with like glue, this doesn’t mean you’re able to put them in place and then leave them to their own devices.
Quite to the contrary in fact as even the most remarkable SEO initiative will stagnate and become useless, perhaps even detrimental if it is not seen as an on-going program.
From content writing to link building to blog production to keyword mining and pretty much everything else in the book you will come across, it’s all about freshness and consistency these days which means that what seemed to be hitting pay-dirt for you a couple of months ago might now by driving you into the ground…big time.
Ignoring Lessons Learned
Innovation and initiative are hugely important in SEO, but not nearly as important and staying true to lessons learned over the course of the years.
Roughly translated, if you think you are better off shunning basic concepts like link building and keyword research in favour of elaborate theories for future SEO tactics, chances are you’re in for a fall.
It’s all a matter of reaching a balance, but said balance must always be deeply rooted in everything that’s already been learned. Or in other words, try not to get ahead of yourself.
Limiting Lines of Attack
And finally, it might be a good idea in many areas of life to find something that works and stick with it exclusively, but SEO is not such an example.
As such, while you might have come across an amazing approach to build back links in huge numbers or run the most award-worthy blog on Earth, it’s vital not to forget how important every other line of attack is.
There is no single SEO process that really has any chance of coming to serious fruition unless used in conjunction with others – broaden your focus and you’re onto a winner.
About The Author
Wendy Palmer runs a small business in Stoke specialising in SEO link building services and other online marketing solutions for local businesses. She shares a home with her husband of four years and the couple’s young daughter.