The term “Search Engine Optimization” gets thrown around everywhere these days. Whether it’s by a small business trying to make it on Google’s front page, or a multinational company, wanting its products to be within an audience’s consideration set, marketers everywhere are looking for ways to race to the top of the website rankings.
But what if you’ve been working hard at SEO, and still aren’t seeing the results you were hoping for? Here are three SEO killers which you may be overlooking:
We’ve all come across a 404 Error at one point or another during our web surfing lives. These broken or empty pages make a big difference when a search engine is crawling your site. Incomplete pages hurt your quality score on Google, so make sure to go through and test each of the links on your website to assure that they load properly. We find issues like this the most often when a page’s URL has been changed, but links on the site still reference the previous location.
One component that search engines crawl your site for is called metadata. Anything from headings, to product descriptions and image captions fall into this categorization. If, for example, you are selling a specific product, but are missing a description and heading that include relevant keywords, it’s difficult for your item to show up in a search, leading to less than optimal site traffic. Keywords are very much a core contingency for a strong SEO strategy, and that starts with accurate metadata.
When putting together or revamping a site, web designers can often get tunnel vision. If the developer isn’t too careful, this can lead to duplicate pages and headings, often the result of scrapping a previous iteration or trying to start fresh by rebuilding content. As a site owner, it’s important to go through and double check your work. Having multiple pages with the same title or content can lead Google to downgrade your quality score, meaning your first page dreams may have taken a bit of a hit. SEO is an ongoing process, and shoring up loose ends like these in the short term can pay dividends in the long term.
There are many ins and outs to SEO, and your strategy will have to continue to evolve as search engines adjust their algorithms. With that said, there’s a general rule of thumb that should stay constant through all of the change: Search engines emphasize fresh, relevant information. Improving your ranking boils down to providing easy to understand, useful content in a manner that’s convenient.
80% of people research a small business online before dealing with it in person.
Want to learn more about improving your search ranking? KWSM has a team of content editors dedicated to unlocking your site’s full potential.
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