Keyword selection and usage, when incorporated using research and planning, can generate targeted visitors and increased conversion rates while taking shortcuts or operating with pre-conceived ideas on what will work can lead to a site's underperformance and ultimate failure. Due to the required investments in time and money for effective search engine optimization of relevant keywords, many site owners attempt to do their own SEO projects and make the following mistakes:
Gettingense on keywords – This kind of activity presents a couple of critical problems, the first being that search engines can decide that the site is "stuffed" with keywords and penalize it, resulting in a drop in rankings. The second, and most important issue is that content with overly strict keyword concentration can be awkward and amateur, resulting in a poor user experience. Page visitors decide very quickly on whether to stay or leave, largely due to the content in front of them. Repetitive keyword use will turn an interested visitor into a departure with the click of a button thus negating any and all search engine optimization efforts.
Making assumptions on which keywords will work – Have your SEO company research which keywords will drive visitors to the site and conversions once they have arrived. When keywords are selected by pure guesswork the end results are usually terms which are too broad, too Narrow, or overly competitive. Broad search terms may generate traffic but visitors will bounce off quickly while narrow and competitive terms typically resulting in minimum traffic. Keyword research will find terms which can generate targeted traffic with appropriate investments of time and money.
Impatience – Search engine optimization and marketing are time intensive endeavors which can require hundreds of hours of labor for content creation, link building, and other activities. Many site owners make the mistake of getting impatient with the process and either change strategies, start making changes to the site, or quit the project. Using search engine placement ads is a great way to get on the front page in the sponsored links section while waiting for the results in organic search.
Letting content go stale – Search engine optimization, even after making the front pages of the search engines, is an ongoing process requiring consistently fresh content. Regardless of how great your starting content may be, it needs to be supplemented on a regular basis. The implementation of new content works both to satisfy the search engines and to keep visitors coming back to site. Neglecting to add fresh content will result in the site being ignored by search engines and visitors alike.
These are all avoidable mistakes which will continue to be made by website owners across the web. Working with an SEO Company which can provide guidance, research, and an honest evaluation of the cost and time required for a successful campaign will go a long way towards achieving the objectives you set for your website.
