Over 90% of all experiences online begin with a search engine. In fact, search engines like Google now drive 300% more traffic to content than any social media platform. As a result, over 80% of marketers have noticed a rise in search engine optimization (SEO) effectiveness.
However, a few minor SEO mistakes could significantly impact your efforts. You could struggle to boost your rankings, allowing your competitors to reach the top instead.
Here are a few digital marketing mistakes to avoid if you want to improve your SEO strategy. With these tips, you can generate more web traffic and leads than ever before.
Start marketing with these tips today.
Neglecting the UX
Before determining your organic search engine rankings, Google will review your website. Take the time to invest in web design and development services this year. If your website is outdated, slow, or difficult to explore, your rankings will drop.
Google will consider the user experience (UX) your site offers when determining your organic rankings. A positive UX indicates your site is easy to use. A negative UX indicates people are leaving without exploring, causing a high bounce rate.
To improve your website, make sure it’s:
- User friendly
- Mobile optimized
Consider checking Google’s PageSpeed Insights and Mobile-Friendly Test to determine if it’s time for a change. If your site is lacking, hire an experienced web design and development team. Choose a team that understands Google’s Core Web Vitals, too.
The Core Web Vitals are a series of user-based SEO ranking factors. These ranking factors help Google determine if you’re offering a positive UX across your site.
If you are providing a positive user experience, visitors will click through and explore your pages. Once they find the information they need, they might convert on your page. Then, you can start turning more visitors into leads and sales.
As you update your website, make sure to create more than one conversion opportunity and lead magnet. End your posts with a strong, compelling call to action to drive conversions, too.
Skipping Over Keyword Research
One of the biggest SEO mistakes you can make is neglecting to gather keyword research. Without keyword research, you could struggle to create content that aligns with the consumer’s search intent. Their search intent indicates what they expect to find after completing an online search.
Intent is usually navigational, commercial, informational, or transactional.
Understanding the user’s search intent will help you create content they want to read.
When gathering keyword research, make sure to look for long tail keywords. Longer keywords are usually more precise.
For example, targeting the keyword “food” might cause your content to appear for searches like:
- Food blogs
- How to make Mexican food
- Best food for losing weight
- Food delivery near me
You’ll struggle to appear for relevant search queries if you don’t understand the user’s intent.
Not Writing with Customers in Mind
It’s also important to gather audience research as you develop your digital marketing strategy. Understanding your target audience will help you create personalized content. Personalization can help you appeal to the audience’s interests and needs.
If you’re trying to reach a larger group of consumers, segment your customers based on specific demographics and psychographics. Creating smaller buyer personas can help you gather deeper insights into each group.
For example, an 18-year-old, male college student in Toronto likely has different needs than a married mother with three children.
As you segment your audience, consider age groups, locations, careers, buying behaviours, and pain points. Consider the problems your customers face daily. Then, use your content to offer them the solutions they’re searching for online.
Creating Low-Quality Content
Many marketers make the mistake of rushing through the content creation phase of their SEO strategy. Consumers won’t read your content if it doesn’t provide the information they need. Instead, they’ll leave your website, causing your bounce rate to increase.
When creating blog content, focus on quality over quantity.
Try to incorporate EAT (Expertise, Authority, Trustworthiness) within your posts, too. EAT can help you establish your credibility within your niche. Consumers might feel more inclined to trust your content if they recognize you as a thought leader.
There are three types of links you’ll need to add to your SEO strategy:
- Internal links, which send readers to other pages on your site
- External links, which direct to other websites (research, studies, blogs, etc.)
- Backlinks, which appear on other websites and direct to your content
Backlinks are one of Google’s top-ranking factors. Each is a vote of confidence for your website.
You can begin generating quality backlinks by guest blogging on other websites. Guest blogging involves writing an article for another website, then adding a link to your content within the most. Clicking on the link will send readers to your site, allowing you to generate referral traffic.
Prioritize guest blogging for websites that have a high Domain Authority (DA). Their DA can benefit your own, allowing you to rank higher on search engine result pages.
Consider hiring a digital marketing agency that offers SEO and backlink-building services to boost your rankings.
Failing to Analyse the Data
Learning how to avoid these digital marketing mistakes is only the first step. Once your SEO strategy is up and running, keep adjusting it over time. Start by reviewing your website analytics.
While establishing your SEO marketing strategy, outline your goals and key performance indicators. For example, you might want to:
- Generate brand awareness and website traffic
- Gain quality backlinks
- Generate more website traffic
- Rank higher for specific keywords
Establish a key performance indicator for each goal. For example, you can track rankings, website traffic, dwell times, backlink quality, and more.
Pay attention to how each post performs, too. Determine which blog posts are generating the most traffic and engagement. Consider where you’re generating traffic from, too.
This information can help you improve your content and SEO marketing strategies over time.
Boost Your Rankings: Avoid These SEO Mistakes in 2022
Want to achieve higher organic rankings this year? Make sure you’re avoiding these costly SEO mistakes first. Improving your SEO strategy can boost your rankings, allowing you to reach new customers online.
Set your digital marketing strategy up for success with these tips today.
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Contact our Toronto SEO company today to learn more.