You may have heard the rumors already. People are whispering that the old world of SEO just isn’t effective anymore. And you know what? They’re right.
People are making SEO mistakes left and right and it’s costing them their ranking, not to mention their audiences.
If you’re wondering how to improve Google ranking, you’ll want to check out these 4 deadly SEO mistakes that might be stopping you in your tracks before you even get started.
Pushing Quantity Over Quality
Still plugging along high on the notion that the more you publish the higher your site is going to rank?
Too many people are laboring under the misapprehension that regularly updating their sites is going to make their Google site ranking skyrocket, but that simply isn’t true. In fact, pummeling your readers with daily content could actually get you right where it hurts – in your SEO.
Once upon a time, Google really did view regularly updated sites through rose-colored glasses. A frequently topped-up queue of content was assumed to be the best thing Google could serve up to information-hungry searchers and anybody who wanted to rank needed to step up and write their little wrists off.
That all stopped, though, when Google realized that nobody cared how recent a piece of content was if it wasn’t interesting, accurate, or worth the pixels used to display it. What consumers really want is the BEST result – they want to see high-ranked content that actually answers their questions, solves their problems, or gives them a moment or two of entertainment.
Look at it this way: 60 percent of marketers say they’ll eventually reuse a piece of content anywhere from two to five times, repackaging it into bite-sized blurbs, sharing it with different lead-ins, and so on. That’s how you build value without running yourself into the ground.
By using your energy to promote your existing library, you make your content work for you instead of the other way around.
Focusing On Keywords Instead of Content
There isn’t a content marketer alive who couldn’t dish out a couple dozen stories about clients who ordered them to stuff a blog full of long-tail keywords until the piece was practically bulging at the seams. The problem is that Google keyword ranking just isn’t that simple, and it hasn’t been for a long time.
Here’s why: when Google gave priority to blogs full of long-tail keywords, unscrupulous blog owners would hire writers (or, in some cases, writing bots) to rework the same basic piece of content 50 different ways featuring 50 different long tail keywords. It was 50 variations on a theme, and while it worked for SEO purposes – it did bring readers to the intended websites, after all – it was a lot less fabulous for readers.
In short, consumers felt duped. They asked for answers and instead they got blogs covered in keyword shrapnel with little if any usable information underneath.
Then, in 2011, Google’s Panda update came along and it washed the slate clean. We were all forced to clean up our content or face the consequences – awful rankings and zero traffic.
What does this mean for you?
Intent matters. Google has gotten very good at figuring out that “stores selling pet supplies in Tulsa” and “Tulsa pet supply stores” are the same thing, and they look at the content around a keyword, too.
You’re not outsmarting the computers anymore.
Losing the Link-Building Game
If you build it, the links will come.
Now wouldn’t that be lovely?
Back here in the real world, so-called “natural links” are a lot harder to come by than most people assume. Consider this: with some 60 percent of marketers saying they create at least one piece of new content every day, how do you think your newest article is going to stand out in a vast sea of content? What makes you so different from the competition?
Forget building it so “they” will come. Instead, build something great and then show your target audience how to get there. That’s why you build links, not because your content is substandard and it won’t be found otherwise, but because it’s so good it deserves to be found.
Don’t wait to win the lottery, set out to make your fortune.
Confusing On-Page SEO With Success
There is no single key to success. Phew! I finally said it.
There are tons of important Google ranking factors, and if you’re hoping to find them wrapped up in a neat little package, you’re going to be waiting a long time, and if you think on-site SEO only will boost your Google search ranking, you’re kidding yourself.
Don’t feel bad. You’re certainly not alone. But you are wasting your time. You can optimize your title tags and play with your Yoast SEO plugin until the cows come home but everyone else is doing the exact same thing, meaning at best you’re just leveling the playing field.
If you enter “best taco recipes” into Google’s search box, you’ll get about 935,000 results. On the first page you’ll see big hitters like Cooking Light, the Food Network, and Food and Wine. Those guys know that there’s more to a high Google site ranking than a simple SEO checklist.
If you want to get ahead, you have to find a way to leapfrog past the competition and secure your spot on the first page of Google’s search results.