SEO is more than just a simple buzzword. It’s not only a very important part of getting visibility to your website, but also getting the right kind of visibility. With proper SEO, you can get customers who are already motivated to use the type of services your company offers. But at the same time, like any tool, SEO is a double-edged sword. Here are ways that it can go wrong.

 

The Art of Keywords

The “optimization” in search engine optimization is about finding keywords that you want your site to rank with. However, there is such a thing as a good and a bad thing when it comes to finding keywords. For example, think about long-tail keywords. You may have a technical description of your business or service, but is that how customers traditionally refer to it? If not, you may have a problem.

In many cases, part of the work of SEO is done before anything ever goes on your website. Use various tools, and even an outside audit of your business to determine what keywords in your field rank the highest. When you figure this out, you know what to start building around.

Again, there is a right and wrong way to do this. For example, many novices to SEO think that using keywords means throwing in as many as possible. This is called keyword stuffing, and actually hurt your SEO ranking. Another important piece is context. Make sure that the content you put your keywords in is actually related to your business.

 

The Importance of Details

There are two other common pitfalls when it comes to SEO. The first is stopping your SEO program at putting keywords on your site or articles. For example, search engines look at items like title tags and meta descriptions to establish ranking. Don’t forget to put these together as well. Alt tags for images are also important.

The second issue here is neglecting the technical sides of a website. For example, it may be tempting to load a site full of relevant images, videos, and graphics. On paper, this sounds great. People love visual content, and you can use those alt tags to improve your SEO. But if you go too far, your site may have issues loading. A site that loads too slow is an instant way to get potential customers to stay just potential customers. Pay attention to the balance of your site’s details, and make sure that any links you use are up to date as well.

Even when you’ve mastered all these strategies, the market is constantly evolving. This means it can be difficult to stay on top of the techniques that make your site attractive to search engines. As a result, you want to be sure that your current SEO strategy is:

  • A. Being executed properly.
  • B. Is a good match for your website in the first place.

The best way to do this is getting an outside opinion. An expert SEO audit can help you determine what areas your website is performing well in and where it can improve.