Change is central to the universe. As the famous philosopher, Heraclitus said, “The Only Thing that Is Constant Is Change”.
It should then come to no surprise that search algorithms are also evolving all the time. You can take advantage of this by knowing how to turn these three SEO mistakes into your advantage.
Focusing on keywords instead of your audience’s questions
The success of any SEO strategy depends on the keywords you’ve selected without question. Yet, the days of counting keywords on a page are long gone.
The intelligence built into search engine algorithms are exceedingly complex. The fundamentals of how content is now displayed is entirely different that it was even 2 years ago.
Search engines rank web pages by the likelihood that they meet a person’s needs. Crafting content that addresses searchers’ objectives (buy, learn, fix, solve, etc.) improves your chance to place in one of the top coveted spots in the search engine results pages.
The reason why people conduct searches is that they’re looking for useful content.
Think about the last time you did a search (hopefully landing on this blog). What were you trying to do? Learn more, solve a problem, look for pictures of funny animals… errr scratch the last one.
Great SEO focuses on getting the right kind of visitors to your site. And the way to do that is by understanding your target audience’s intent and providing the content that best meets their need.
Looking for a quick and easy win
Do you provide a compelling reason for people to spend more than a few seconds reading your pages? If you’re selling something, do you go beyond a simple piece of marketing collateral? Or are you providing something of substance that is unique, different, and useful?
Developing quality content has always been at the cornerstone of white hat SEO. And optimized SEO takes a deliberate effort to provide the most relevant and engaging content.
Avoid short-term solutions if you want long-term returns. It’s well worth it to take the time, and make the investment, to produce rich media for your site such as videos, animation, audio, etc.
As the content marketing masters at Copyblogger say, “MODERN SEO COPYWRITING is all about crafting content so compelling that other people want to promote it by linking to it or sharing it, which increases your trust and authority and helps pages you want to rank well for certain keywords.”
Here’s the point: content itself is a vital element of SEO. The major reason why people conduct searches in Google and other search engines is that they’re looking for useful content
Not considering that quality is subjective
Despite being cliché, quality trumps quantity every time when it comes to optimizing your website. Google’s Panda and Penguin updates have made quality the #1 ranking factor.
But it’s important to keep in mind that quality is completely subjective. In other words, search engines do not have a full concept of “quality”.
For example, I cherish my Taylor acoustic grand auditorium guitar. You feel the back of the guitar vibrate against your chest with each strum.
It’s a beautiful lush-sounding guitar and a feast for the eyes. I think the craftsmanship and attention to detail makes other guitars pale in comparison. But of course, this is my personal opinion.
There are guitar virtuosos who will tell you that their Martin is the best because it can cut through any band with a loud, boomy flat-picked sound.
Do Taylor guitars sound better than Martin’s? I think so, but many would argue otherwise. This is because “quality” depends on opinion and is thus, subjective.
As Maximizer CRM states, “What constitutes quality content can be somewhat subjective, yet search engines are on the lookout for correct spelling, proper grammar, videos, images and links to other high-quality websites.”
Because quality is subjective in nature, it’s important to pay careful attention to how your content is composed and structured. This will signal to the search engines that your proving quality information.
SEO is a fast-changing business that is part art and part science. Keeping pace with search engines as they alter their algorithms is paramount for your company’s online goals.
There will always be updates—tweaks and major overhauls—to search engine algorithms. But businesses that strive to create extraordinary user experiences will always be rewarded by the search engines—and inspire your brand evangelists.
You can take advantage of the evolution by understanding these 3 SEO mistakes.