Are you wondering why your content ain’t ranking even when it is flawless? Take a look at the very common SEO errors made by bloggers and content marketers which are the reasons behind.
Digital marketing landscape has evolved drastically during the last two decades. Between Google’s consistently changing algorithm and the misinformation that floats through the digital marketing sphere, losing sight of basic practices that need to be employed in SEO and content marketing strategies is quite easy.
Every time a new algorithm update comes and technological shift in search takes place, most of us become obsessed to know how SEO techniques will enter a new paradigm. Though medium may change, core principles always remain the same.
Even after understanding the secrets and best practices of SEO, we often fail to leverage these tactics. Want to know how? Read further and find out 5 common blogging mistakes you may be making.
Unoptimized Keyword Structure
If the content is covering only topics and not keywords, how will you know the demand of users? Without careful keyword research, how will you know about your audience?
Keywords are the connecting link between user intent and informational content. Content that is keyword-optimized helps individual web pages to rank higher and drive impressions for targeted searches.
Talking about on-site blogs, the focus needs to be on informational long-tail keyword phrases. Some of the common examples are: what, when, why, where and how. As far as other keyword ideas are concerned, they include actionable phrases that are mostly searched for, such as “tips” and “hacks” to improve upon something.
Inappropriate keyword research does more harm than failing to optimize the header structure. It has been observed that many bloggers fail to leverage semantic SEO, or keyword phrases with the same meaning. It is important to understand that semantic SEO helps in creating thorough and readable content that answers more user questions, drives impressions for multiple keyword phrases and qualify the content to be a featured snippet.
Though keywords are undeniably important, keyword stuffing qualifies the content as spam. It also interferes with content’s readability and ultimately results in poor user signals.
Inconsistent Internal Links
Internal linking is the most overlooked elements of SEO optimization. Problems with internal links occur on SEO agency websites themselves.
Functions of proper internal linking for SEO include:
Establishing paths for users to navigate the website
Opening up crawling to deep linked web pages and increasing crawl rate
Defining site architecture and important web pages to search engines
Distributing“link juice,” or authority, throughout the site
Indexing linked-to web pages by the keywords that are used in the hyperlink anchor text
Backlinks are the most important component of search engine ranking factors, their magic is amplified through strategic internal linking. Three to five internal links per blog post are a must along with a drop-down or navigation menu on the home page.
Conducting a though link audit and recording web pages that have the most authority is a good way. Once it’s done, insert internal links on these pages to other high-value internal pages so as to distribute authority throughout the domain.
Next important thing to be careful about is limiting the number of links between each blog post and home page as doing so distributes link juice throughout the domain.
Talking about sitemap, it ensures all web pages are crawled and indexed by assuming that URL structures are clean and keyword-optimized.
Lastly, optimize all anchor text and categorize & drive impressions for linked web pages. Use varying anchor text phrases for each link to rank the web pages for multiple search queries.
Poor Page Copy
One thing that needs to be remembered is that we write for readers and not search engines. Therefore, the content should be light without use of excessive jargon.
On-site content is not about publishing and all about building awareness around a need. To add value, it is good to place actionable tips in informational content.
Consistent production of content helps to establish brand’s ethos and creates voice as an author.
When a reader encounters a web page, what does he/she experiences? Header structure and meta tags should be optimized for easy scan-ability as well communicating a clear purpose.
Powerful headline piques reader’s interest which can be nurtured further through a strong introductory paragraph. Use animated GIFs, insert clear transition phrases and videos to give users an exciting break between lengthy paragraphs.
Make it a rule to keep content visually appealing by utilizing white space and putting images after every 400 words.
Unoptimized Images and Videos
Unoptimized image file formats and sizes are common load time mistakes that degrade SEO performance.
On-site images must be .jpg; whereas, vector images as .png.
Next important things is optimizing image alt text to position it so that it ranks in a targeted keyword image search. Alternative text is displayed when a browser fails to display the image; thereby, telling search engines the content of the image.
Coming to optimize video files, host video files in a single folder and create a video site map for search engines to index the videos. Make sure to optimize the meta description of all video pages with targeted keywords for the purpose of indexation. Provide a call to action in the meta description and video explanation.
Poor Content Promotion
This is undoubtedly the greatest error that affects bloggers and harm small businesses.
Consider a scenario where a 10-hour project with a total of totaling 3,245 words is created and features intense content and imagery. If it is not compelling enough to drive conversions or traffic, it is as useless as a poorly written 400-word listicle.
Content that’s distributed over a blog on a new domain does not gather backlinks or social shares without intense promotion.
Follow below given strategies to promote content and let it compound over social media:
Ask influential members of your organization to share and promote the content
Share content by contactinginfluencers on social media
Request a quote from an industry leader and place in your content; advertise this on social media
Repurpose content into a video or infographic to increase shareability
Contact websites that have linked to similar content in the past
Submit your content forreplacement of relevant broken links on authoritative sites
Run a paid advertisement campaign on social media with an aim to place content in front of targeted audience members
Content promotion relies on thorough audience analysis. Segment the audience members into one of three boundaries based on demographics, habits and psycho-graphics. Try to investigate the social media channels used by each audience segment and time they are most active at.
You must give your best to determine the pieces of content that perform best on social media channels. The most viral content examples include:
Content is a powerful marketing tactic and inbound lead generator. Social promotion draw users to the content, which determines the efficacy of the content.
SEO professionals and content marketers tell clients about technical and on-site mistakes they may be committing. However, sometimes it takes a little realism to analyze own campaigns for greater success.