Search engines are an important factor for sales and especially for new customers. Being found on the Internet is sometimes one of the biggest success factors. Unfortunately, many companies still make some mistakes and spoil their own opportunities. Good SEO helps to lead your website to success, because 78% of the clicks from Google are organic “natural” search hits.
SEO should be a part of every strategy. Before the website is created and constantly while it is online.
Here is a list of the most important mistakes that most companies make in search engine optimization (SEO)
1. Underestimate SEO or not do it
Search engines are among the most used applications on the Internet and have a central place in our Internet behavior. With a market share of over 90%, Google is the market leader and each person makes an average of 100 search requests per year. This means that search engines are also a significant success factor for companies.
By the importance of search machines one should raise also accordingly resources around this to reflect. In particular, BEFORE creating a website you should plan a suitable keyword strategy and SEO measures!
2. Personalized search results as deception
Since 2009, Google has offered every user a personalized search result. This means that websites that you visit often are automatically ranked better. What can be an advantage for you personally, however, is falsifying when it comes to the real ranking. Therefore you should either turn off the personalized search or use SEO tools.
3. Multiple domains without SEO friendly 301 redirection
Many companies and website operators own several domains that link to the same website (meineite.de, meine-seite.de, meine-webseite.de etc.). The problem is that without a 301 redirection (Moved Permanently) Google does not know which page is the right one. What can happen is that redirects, backlinks as well as the Google ranking gets worse or is split between the domains.
But if you install a 301 redirection, you tell Google that the other domains all point permanently to the only correct one (previously selected) and send their redirections there.
4. No control over your own CMS and store system
Often agencies or even providers advertise that the stores and websites are fair SEO. However, this can often lead to (internal) duplicate content or problems with wrong dynamic URLs, titles and headlines that are too long, or wrong or bad internal links that are unfavorable or even harmful to the search engines.
Many of these errors can be optimized with personal maintenance in the CMS itself or with plug-ins and add-ons. This can already improve the own search position considerably. However, some changes have to be made by a programmer, because they interfere a bit deeper into the system and have to be discussed with a professional.
5. Misuse “keywords” meta tag
First of all: Google does NOT use the “keywords” meta tag
Many still know this from old SEO myths that this depositing of keywords should be effective. It doesn’t hurt, but it is not a ranking factor and therefore you should pay attention to the right keywords for content, meta-description, title etc.
6. Bad linking and wrong backlinks
Unfortunately, it is still the rule that many companies place links in link exchange programs, web directories or press portals. Backlinks to a website from such “link aggregators” are generally not helpful or even bad for the ranking. Basically: Good backlinks are links that are clicked by users.
It is therefore important to set good links that are also linked by visitors, clicks and also by companies. It helps to create good and helpful content.
7. Not enough good content
As described above, good links are important. Links are built most easily if the content is good and also relevant. Therefore it is really important to send these signals to Google by providing helpful content. Companies must understand that there are generally 2 different types of content.
- Publisher Content
This type of content has a neutral, helpful component and should offer added value. Journalistic content, data or even guides are good examples. Such content is generally shared more often and thus has strong signals for ranking, as it offers content for which one would normally pay.
- Marketing Content
Many companies automatically fall into this category. The content is specifically geared towards products, offers or services and gives more the feeling that you have to pay money because you only see the advertising. This content is linked less or not at all and is therefore rather bad ranking signals.
In general one should therefore always decide to produce content from the 1st group that is actually read and distributed by people.
8. Link internally with the wrong keywords
If you want to be found for a keyword, then you should also design internal links (i.e. links to your own website) so that they link from the correct text (anchor text) to the appropriate pages. Therefore it should consist exactly of the keyword for which you want to be found. Far too general link texts are something like “About us”, “Company”, “Products”, “Shop”, “Prices”.
A good example for a shoe store would be to link to “men’s shoes”, “women’s shoes” or even specific models instead of “store”. For optimal results, you should link intensively, specifically and consistently.
9. SEO is not a project – SEO is a process
Search engine optimization is often dismissed as a one-off project. It is forgotten that the Internet is like an organism and like everywhere there are also trends through new possibilities. Competitors are changing, customers are changing and demand is changing. So SEO must also change and be constantly improved.
The easiest way is to imagine the website as a sportsman and search engine optimization as a training. Only through consistent training can good long-term success be achieved and one is also “fitter” than the competition.