Below are the 5 Most Common SEO Mistakes to Avoid that Companies make with searches:
Use Internal Jargon on your Website Rather Than Language Used by Your Reader Audience.
Many examples exist with companies that target terms such as “notebook computer” when the world is looking for “laptop computer,” or “senior living facility” when the world is looking for “nursing home.” Don’t fall prey to this common mistake. Instead, utilize your Web logs, as well as your site search logs, to identify the words your prospective customers are using to find your site. Use research from comScore, Hitwise, or even Google wonder wheel or the search engines themselves to identify keywords that are used most by searchers who are seeking your products or services.
Focus Your Search Engine Marketing Efforts on “BIG” Keywords and Ignore the “Long Tail” Keywords.
The Internet has been around for quite some time, and in most industries companies have been performing search engine marketing for a long time. As a result, those companies have a considerable head-start on their competitors. If you hope to rank high in the search results on “big” terms like “automobiles,” “insurance,” or “loans,” you have about as much a chance of doing so as someone feeling they are a pro in search engine optimization when they are really just getting started. Instead, try considering the hundreds or thousands of keywords your research uncovers that offer you a more realistic chance of ranking highly, such as “used Dodge cars in Atlanta.” Such terms also reflect a more specific intent than the bigger, more ambiguous terms.
Limit the Amount of Shelf Space You Occupy on the Search Results Page.
Just because you’ve achieved a top ranking within the “organic” search results on a given keyword term doesn’t mean you should just use that method of search engine optimization and not buy that keyword in the paid search engine market on that particular search engine. Studies have shown that by occupying more shelf space on the search engine results page (-through multiple occurrences on your Website) you increase the performance of both of those occurrences (SEM and SEO) versus what they would achieve separately.
Ignore the Relationship Between Search and Offline Conversions.
Without tracking the extent your prospects perform research online, but then ultimately buy offline, you can dramatically under value the extent to which search engine marketing plays a role in generating a return on your investment. (For Example if your target audience purchases by phone, catalog, or in a physical store location). Be sure to have mechanisms in place to track purchases that were researched online, such as coupons that can be printed and brought to the store. Also ask customers at the checkout counter if they researched their purchase online. Another tangible measurement would be to invest in a call-tracking solution that ties phone calls to search engine use.
Manage Your Search Engine Marketing Campaigns in a Vacuum.
No marketing channel operates in a vacuum. Messaging seen via one marketing or advertising channel causes actions to be taken on another, and nowhere is this truer than with searches made on the internet. In a study conducted by Jupiter Research for iProspect, 67% of online searchers were driven to perform a search as a result of exposure to some form of offline marketing – print ad, direct mail, TV, outdoor, etc. That’s why it’s is even more important for companies to make sure the keywords and messaging they use in their offline channels (as well as other online channels) is the same messaging they target with their paid and organic search engine marketing campaigns. If done consistently, when someone sees your print ad, direct mail, TV ad, or outdoor ad, and then performs a search, he or s he will find your Website, and not your competitors.
By avoiding these search marketing mistakes, companies will be able to stay ahead of the competition and achieve success with these ever-evolving challenging discipline online strategies.
DJ Heckes, Author & CEO
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