Bad SEO – the examples are everywhere. If you’ve never seen it, you don’t know what to look for. It really is everywhere. For those trying to do their own SEO, the main reasons it’s done badly, it seems is a) lack of more information and b) everything is done in fits and starts.
Now, it’s very seldom that a website will rank well in the SERPs without doing anything. However, SEO beginners get out there, read an article that says, “You want to have some sort of link building campaign and website tweaks to help your ranking.”
Unfortunately, many look at this statement and go, “well, if a few links will help, what will a lot of links do?” They haven’t read enough, learned enough, tested enough to know that there’s a possibility of too many links, too quickly, can hurt rankings rather than help them.
Over Using Key Terms
Another common error of SEO beginners is keyword stuffing. People see an article talking about keywords in the content. What happens next can be time-consuming to clean up and painful to see.
The stuffing bug grabs them. Yes, key terms are in all the right places. However, they assume jamming more keywords in these places will do better than creative placement of a few keywords. You get titles like “keyword, KEYWORD, extra word, Keyword”. It’s ugly, it’s unnatural and it can cause your conversions (if not your rankings) to tank.
Frames are another problem with SEO. Frames are used by web developers that don’t understand how SEO and search engines work, for the most part. These annoying pieces of code bring one web page into another. To the search engines, it just looks like one page. If all your content is in the frame, it looks like a page with no content. Not a good thing in terms of ranking.
Are you spastic about your content? Do you expect your pages to be perfect? Are you constantly changing what they say and how they say it? This is yet another issue for SEO and site owners. When you make a sweeping rewrite of a page, you basically reset the page’s age. This makes it much harder to develop authority in the “eyes” of the SEs. Hint: you want to develop authority.
The above are just a few ways SEO can go wrong. The largest thing missing in all of this is “testing, testing, testing”. We push testing a lot, and there’s a reason.
Look. You can read tons of SEO blogs and articles; they may be full of great advice. However, you can’t assume what they say will work for your website. You can’t assume millions of links (by this I mean gaining these links through a two-month link building campaign) will help your site. You can’t assume a wide range of key terms or a few targeted keywords will be better.
What you can assume is your site’s uniqueness. Test your ideas before you implement them site wide. Start with a non-performing page; try to bring up its visibility. When you find what works, test the next page up. SEO is a constant process of tweaking, testing and implementing. For your business, you can’t afford to jump into the water without testing it first.