In today’s demanding market of digitalisation and globalisation, it’s critical for organisations to utilise online strategies and techniques that widen their visibility to customers that are actively seeking their products or services. Search Engines are undoubtedly the most influential programs that will have a bearing on your online visibility, and hence your website traffic, conversion rates, and inevitably success. Search Engine Optimisation (SEO), therefore, is used largely by most websites to enhance their Search Engine rankings, otherwise referred to as ‘Search Engine Results Pages’ (SERPs).
SEO can be an exceptional investment that will grow your visibility and conversion rates, or if used incorrectly, can harm your rankings and exposure, thus having the opposite effect. The issue with SEO is that its algorithm is continuously changing, and most website owners don’t keep up to date with the latest SEO trends. SEO tactics that worked in 2017 may not necessarily be effective this year, and prevalent SEO tactics from five years ago may result in your website being penalised today.
Instead of investigating the top SEO tactics that website owners should be investing in, we’re instead going to inspect the top SEO tactics that will actually penalise your website and therefore should be utterly forgotten about in 2018.
- Keyword Stuffing
Keyword stuffing is a frequent mistake that many website owners make to try to boost their SERP results. Keyword stuffing is essentially the same as it sounds – adding as many keywords/phrases to a websites content or meta tags by any means possible. Search Engine spiders or crawlers can instantly discover how many times a keyword has been used and will penalise websites for excess keyword stuffing. Rather than keyword stuffing, website owners should centralise their efforts on the sub-topics and related information behind the keywords/phrases themselves.
- Aggressive Link Building
Link building has been a popular SEO tactic since the onset of SEO, and its success as an SEO technique has evolved rather quickly since then. Although link building remains amongst the leading three SEO tactics in 2018, aggressive link building will certainly result in your website being penalised. Google weighs links strongly as a ranking signal due to the fact that links are a public promotion which correlates with beneficial information on a website.
Aggressive link building occurs where links are extracted in a synthetic way. Examples of this is where links are inserted in poor link directories, buying links, link schemes, and other spammy tactics. This SEO tactic will result in penalties for a website and should be abdicated, instead being replaced with a link building strategy that is more user-focused and marketing based.
- Excessive Internal Links
One outdated SEO tactic that many individuals still perceive to be effective is excessive internal links. There is a general misconception where websites that contain a large quantity of links to other pages within the website will enhance their SERP results. The aim in doing this is to strengthen a website’s backlink profile. This is certainly not accurate, as excessive internal links within your website will do more damage than good.
- Not Identifying Technical Problems
The backend of a website plays a meaningful role in SEO, so it’s important not only to identify any technical issues that may hurt your SERP rankings, but also keep up to date with the latest best practices. For instance, Google has just released an update relating to SSL encryption, so if a website doesn’t adhere to this update now, it will be penalised. The most prevalent technical problems that impact most websites today are:
Slow loading page times
Unintentional blocked pages
- Not Optimising Images
One of the most neglected SEO tactic that will improve your SERP rankings are related to the images within a website. Optimising your website for image search is a terrific way to maximise your SEO, and this can be done primarily with the image filename and alt attribute. For instance, as opposed to providing an image with a filename of home1.jpg, website owners should instead aim to use a keyword that characterises the image. Furthermore, a common mistake with images is keyword stuffing the alt attribute.
There’s no question that a productive SEO strategy will improve a website’s SERP rankings and exposure, however due to many websites misusing SEO tactics in years gone by, Search Engine’s SEO algorithms are constantly changing and it’s paramount to keep up with these changes to thrive in today’s online marketplace. If you require any support with your SEO strategy, or simply haven’t updated your strategy in the last couple of years, speak to Internet Marketing Experts Townsville on 1300 595 013, or visit our website for further information: http://www.internetmarketingexpertstownsville.com.au