SEO, or search engine optimization, is a valid and valuable tool for any business owner with a web presence. However, using outdated or ineffective strategies to bring attention to your business site or blog will do you far more harm than good. Here are 3 strategies it’s better to avoid.
Poor Content
The content of your business website is key, especially if you’re a small business or a company with a web-only presence. Valuable, well-written, and informative content that’s tailored to your target audience will bring in more potential customers. You don’t have to become the next Hemmingway or Faulkner – publishing relevant, understandable content is your main objective.
Spelling, grammar, and punctuation count too. Consider hiring an editor if composition isn’t your strong suit. At the very least, find a proofreader with good skills to double check your work before publishing your content.
Keyword Stuffing
Keyword stuffing is the act of repeating a specific phrase multiple times within the same post or webpage in an effort to raise your page’s ranking within a search engine. For example, if you’re selling gourmet pet snacks, you don’t want to repeat the phrase “homemade doggy treats” ad nauseum or out of contextthroughout your page. For one thing, it’s considered a “black hat” tactic – it simply isn’t done. Google’s response to this type of behavior is to rank your page lower or even ban it altogether. It also makes for very poor content that will alienate your target demographic.
You can, however, use keywords sprinkled sparingly throughout your page or post. Depending on the length of your post, limit yourself to 2-3 instances of the same phrase, as long as it makes sense and flows smoothly with the rest of your content. You can also rephrase your keywords using synonyms. A website selling repurposed furniture might contain keywords like “upcycled home furnishings” or “sustainable furniture” in addition to “repurposed furniture”. Whether you choose to repeat the same phrase or put your thesaurus to good use, don’t group the phrases all in the same spot. Sprinkle them throughout your post for a natural and organic feel to your keyword use.
Using Too Many Back Anchor Links
An anchor link is a block of text within a post that also serves as a hyperlink – click on it, and it will lead you to another page or website. Back anchor links take the reader to other content within the same site. Like keywords, when used sparely and in a relevant manner, back anchor links are a useful tool that can increase your search engine ranking and your readership.
A blog post about the process of creating a fine art piece that links back to the post you’ve written detailing the types of media you use is a good example of using back anchor links correctly. Linking large chunks of text or several things that may or may not be relevant distracts your readers and detracts from your content. Use short phrases and back link only the most pertinent information.
By avoiding SEO strategies that Google doesn’t like and using ones that the search engine prefers, you will be rewarded with better ranking and targeted traffic that will find your website useful.
Spencer Frandsen is an SEO and digital marketing specialist with the #1 Local SEO firm, 180Fusion
