3 Mistakes You’re Making in SEO That Start in Your Mind
If you’re an SEO expert or a business owner, there are five mentalities that could keep you from getting the best you can from organic search and attracting visitors there from. Read on to learn what mentalities these are:
- Subject narcissism
Creating and disseminating knowledge in your field of expertise is a good way to drive traffic and get organic links. There are many successful blogs, whose owners know nothing about SEO, which have climbed to the top and drive huge crowds just because of the solutions they offer.
This is, however, very different from the approach that most company blogs take. Sharing helpful information on topics you’re interested in and have expertise in is not the same as simply generating content about keywords that you want to rank for.
Many company blogs out there are made up of company-centered short posts (think press releases), short content posts highlighting the importance of a product/service the company sells without actually providing value to readers and short lists/ tips of non-practical generic content users already know or can easily find in other places.
Of course, there isn’t anything inherently wrong with providing company updates and shorter content posts or posts which are created to drive sales and/or leads. However, if you do too much of these, you’re not going to attract any readers, which will also not drive any leads.
The only way to get real shares and links is to create content that customers and readers actually think is valuable. You can only do that by ensuring that most of your content offers true value to client, then you can sparingly place a few sales pitches or company news to break the monotony.
You can think about covering problems your clients are likely to have and how you’ve solved them, cover subjects which your prospects search for and find answers to their queries, curate surveys, industry reports and other similar content which will be invaluable to your prospective clients. You can also still include your free trials, demos, case studies and consultations – but now you have a better chance of them being found by users coming for other content.
- Over-pleasing Google
You’ll get very good advice from Google about SEO in general. Most of the information relates to improving site accessibility, creating high-quality content for your users and avoiding high-risk tactics that contravene their guidelines. Having said this, many of the recommendations made by Google are done with the best interest of Google and its users, not necessarily your business and its users.
Once you recognize that not all of Google’s recommendations will be in your business’s best interests, you’ll think through any decisions you make. For instance, you don’t need to jump onto every update rollout if it works against your branding/business/marketing decisions. Don’t put off important tasks or overhaul your site just because you’ve seen something new in the Webmaster Central Blog.
- Following like a flag
Similarly, there are many business owners and marketers who take every case study they see as the SEO gospel truth and indiscriminately apply these strategies hoping for the same results. While SEO case studies are great, it’s important to remember that a strategy that worked for one website may not work for you. Either that, or it might work, but not as effectively for your site as the other site.
For example, repairing particular technical issues that result in minor speed improvements on your site can tremendously improve an established site with good content, high authority links and lots of traffic. It may not do the same for your new site with few links which gets most of its traffic from branded advertising or branded organic search.
Instead of consuming case studies or copying everything your competitors are doing, try to see any information through your website’s lenses. There are many variables that would make a strategy more or less successful for you than someone else. Start by determining what your definition of SEO success is according to your site (before you start researching), and then get help on how to actualize that for yourself.
This will ensure that you don’t spend too much valuable time and effort testing new tactics which aren’t working, but also gives you the flexibility to give new tactics a shot.