- Not targeting the right keywords - Eg: 85% of users search for “web design” only 20% search “website design” Find out the most popular search terms for your product or service.
- Ignoring the title and description tags - Businesses often make the mistake of using only their company name and not keywords in the title tag of a website. Unless your Sony, who searches for a brand name?
- Not optimising individual pages of the website - Having the same title and description for all pages is a common mistake. As is only optimising the home page of your website and not the others. A good search engine optimisation campaign should focus on optimising each page independently, and using varying keywords to “catch” as many search results as possible.
- Lack of an ongoing strategy - By monitoring web traffic to your website, search optimisation should be performed and updated on a weekly monthly basis.
- Keyword Density - Your chosen keywords should appear in the site content a reasonable number of times. A keyword density of 3% to 5% is ideal. Text content should always be written primarily for humans to read, but with an understanding of its importance in search.
- Trying to trick search engines – Using tricks such as hidden text (white text on a white background) Or page titles that have no relevance to the sites content will simply get you banned from Google and other sites. Having gateway pages stuffed with keywords will equally get you banned.
- Linking to/from poorly ranked websites – A simple philosophy. A link from a highly ranked well designed website raises your page rank. A link from a poor ranked website may pull down your se rating.
- A Flash only website - Whilst search engines are getting better at reading the content embedded in flash movies, it is generally accepted that Flash sites rank lower in search results. The bottom flash layer is usually crawled (_level0), but other layers maybe ignored.
- Image / text content balance - An image rich site with little text content often rank low on search engines.
- Duplicate Content - Sites that duplicate the same content on multiple pages or who copy content from other websites are often penalised by search engines. It is important to have original content on a website, search engines pick up duplicated content and penalise the duplicating website.
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