SEO and Online Marketing

Internet marketing can be a minefield. There’s no official textbook on proper strategy or tactics. It’s up to business owners, and the marketing and search engine optimization (SEO) professionals they might hire, to figure out what works and what doesn’t.

Since becoming an SEO consultant several years ago, I’ve stumbled over many of these proverbial mines, and so have the clients I’ve worked with. Not every mistake is a terrible one, though some should have been avoided.

Here are five fatal online marketing and SEO mistakes that you should steer clear of:

Related: Beyond Basic SEO: When Hiring a Consultant Makes Sense

1. Not having an onsite content strategy. Prior to Google’s Panda algorithm update last year, it was common to see small, one-page microsites dominating the search engine results pages (SERPs) based on the strength of their inbound link profiles — the links pointing to these microsites from external websites — rather than the quality of their onsite content.

One of the important changes that occurred as a result of the Panda update was the promotion of websites in Google’s search results with lots of strong, quality content. It’s nearly impossible to get ranked for any sort of competitive keyword if your website doesn’t have great content. Google differentiates high-quality from low-quality content by:

  • Quantity and quality of inbound links to the page
  • Quantity and quality of social signals linking to the page
  • Grammar and spelling on the page
  • Text formatting queues on the page (bold, italics, bullet points)
  • Use of subheads
  • Length of content
  • Outbound links from the page

When planning your onsite content strategy, create quality content that adds lasting value. Examples of ways to do this include:

  • Infographics that dissect data in a new way, offering a fresh perspective
  • Offering advice based on personal experience
  • Publishing internal data that isn’t available elsewhere and is difficult to gather

2. Not having an offsite content strategy. A strategic SEO link building campaign is critical for the success of your online marketing initiative. A few reasons why:

  • Inbound links are the heaviest-weighted factor in Google’s ranking algorithm
  • When highly-authoritative websites link to yours, you gain exposure, positive branding and referral traffic
  • Links are like roads to your website. Having more links can result in more paths for potential clients and customers to find your product or service

But when building links to your website, be cautious if you hire someone else to do it. Post-Penguin link building requires an intimate knowledge of the search engine algorithms and how they’ve changed. Building links that appear to be unnatural or manipulated can do more harm than good.

Related: Why Buying Backlinks Is Bad for SEO

3. Not giving it enough time. Online marketing can be a lot like the stock market. Over time, the return on your investment should trend upward, but if you stop too soon you might end up worse off than when you started.

Before starting any SEO initiative, it can be worthwhile reading a post by Sam McRoberts, CEO of Seattle-based SEO services firm Vudu Marketing. It outlines the volatile nature of organic search rankings and why companies shouldn’t consider online marketing to be a short-term tactic.

4. Not devoting enough budget to the campaign. I’ve often seen business owners get lured in by low-priced SEO service providers promising them the world and delivering useless service. One time, for instance, after reviewing the previous work of a low-budget SEO firm, I discovered it had populated the client’s site with various posts that were written in broken English, keyword-stuffed and delivered no real value or service. They were all about 250 words in length, which is generally not enough to be considered thorough. My first thought was, “No one would want these posted on their website.”

Unfortunately, many low-budget SEO providers are stuck in a pre-Penguin era of SEO, convincing business owners that low-quality spam tactics still work, and taking their money while yielding negative results or none at all.

So, what types of tactics should you focus on?

• Build your personal brand by guest blogging
• Engage in social media marketing to organically build your brand’s social presence
• Design and execute a quality content strategy for your website to attract inbound links

5. Not distributing the workload. Online marketing is too vast and complex to be managed by a single person. To be done right, it requires a team of professionals knowledgeable across one or more of each distinct discipline. Of course, hiring an in-house team can be costly, which is why many business owners choose to source their online marketing to agencies.

For example, you could hire freelance writers and an editor from sites like Elance to write content for your company blog. You could also hire a social media marketer to manage your stable of social media channels.

Point is, there are cost-effective ways to perform many aspects of online marketing. Think outside the box and you can distribute the workload effectively and efficiently.

SEO Marketing

GogleWeb SEO – Search Engine Optimisation

Gogleweb SEO Marketing

Search engine optimisation, SEO, is a process which aims to position your website as high up as possible on organic search engine result pages (SERPs). When users type a term or keyword relating to your industry into a search bar your aim should be to feature as high up on the results pages as possible, because if you want to be found online you need to rank  – it’s that simple. GOGLEWEB with Onsite and Offsite SEO Optimization aims to ensure that every facet of your website is methodically organised and structured in a way that ensures better search engine results and in turn, high visibility.

How high you rank on SERPs ultimately depends on two factors: what’s on your website (which is improved by onsite optimisation), and how other websites interact with yours (which is improved by offsite optimisation). GOGLEWEB can assist you will all your onsite and offsite optimization needs with this process.

SEO campaign should includes:

  • Demand and keyword analysis
    What is your target market searching for online? That’s what we aim to find out by using analytical tools to determine the search terms that are most used in relation to your industry or services. Identifying the right keywords is crucial and forms the foundation for the rest of your SEO campaign.
  • Onsite optimisation
    The structure and content on your website plays an integral role in determining your rankings. By analysing and tweaking the architecture of the site, methodically inserting and targeting specific keywords and performing important search engine compliant fixes, we aim for maximum SEO results.
  • Content development
    We’ll create new content or refine existing content to ensure we effectively target the keywords identified. Content and keywords must be methodically structured for search engines to effectively serve your website in the SERPs. Our well written SEO copy will not only satisfty search engines, but users too.
  • Offsite optimisation 
    Your website’s general popularity is measured by search engines according to the number and quality of other sites that link to yours. We’ll take steps to gain and ensure that the network of websites that reference your site and drive traffic to it is helping rather than hindering your search rankings.

SEO Audit and Setup

The first step when engaging with new clients is to perform an SEO Audit. This audit looks at all on-site SEO elements, that is your meta tags, content, code and so on. We will then generate a document of changes required in order for you to increase your organic ranking and visibility on the search engines. If you don’t have Google Analytics or Google Webmaster Tools set up, we can set these up for you.

SEO Website Restructure 

Your website should be built for users firstly, and for search engines secondly. Often as part of the SEO Audit, we identify areas where new content is required, or where content can be optimised for users and for SEO. We also often find opportunities to restructure the website based on SEO guidelines and usability. We can assist in both of these areas to ensure your website is the best it can be.

Gogleweb SEO Marketing

Increase your search engin rankings

Increase your search engin rankings

Wordpress installation and audits

Wordpress installation and audits

Google Adwords Paid Advertising

Google Adwords Paid Advertising

Social Media Marketing

Social Media Marketing