In today’s competitive marketplace of digitalisation and globalisation, it’s imperative for companies to utilise online strategies and tactics that boost their visibility to customers that are actively browsing for their products or services. Search Engines are unquestionably the most influential programs that will affect your online visibility, and thus your website traffic, conversion rates, and inevitably success. Search Engine Optimisation (SEO), therefore, is used widely by most websites to boost their Search Engine rankings, otherwise referred to as ‘Search Engine Results Pages’ (SERPs).
SEO can be a remarkable investment that will expand your visibility and conversion rates, or if used inaccurately, can contaminate your rankings and visibility, thus having the opposite effect. The predicament with SEO is that its algorithm is constantly changing, and most website owners don’t keep up to date with the newest SEO trends. SEO tactics that worked last year may not necessarily be successful this year, and well-known SEO tactics from five years ago may result in your website being penalised today.
As opposed to discussing the top SEO techniques that website owners should be investing in, we’re instead going to analyse the top SEO tactics that will actually penalise your website and therefore should be utterly forgotten in 2018.
- Keyword Stuffing
Keyword stuffing is a typical mistake that many website owners make to try to enhance their SERP results. Keyword stuffing is ultimately 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 smoothly establish how many times a keyword has been used and will penalise websites for excess keyword stuffing. Instead of keyword stuffing, website owners should focus their efforts on the sub-topics and related information behind the keywords/phrases themselves.
- Aggressive Link Building
Link building has been a common SEO technique since the beginning of SEO, and its value as an SEO technique has changed fairly quickly since then. Even though link building remains amongst the leading 3 SEO tactics in 2018, aggressive link building will undeniably result in your website being penalised. Google weighs links highly as a ranking indicator simply because links are a public endorsement which correlates with valued information on a website.
Aggressive link building takes place where links are collected in an abnormal way. Examples of this is where links are positioned in poor link directories, purchasing links, link schemes, and other spammy tactics. This SEO tactic will lead to penalties for a website and should be discarded, instead being replaced with a link building strategy that is more user-focused and marketing based.
- Excessive Internal Links
One obsolete SEO technique that lots of individuals still regard to be effective is excessive internal links. There is a frequent misconception where websites which contain a large quantity of links to other pages within the website will boost their SERP results. The intention in doing this is to bolster a website’s backlink profile. This is definitely not accurate, as excessive internal links within your website will do more harm than good.
- Not Identifying Technical Problems
The backend of a website plays a vital role in SEO, so it’s important not only to pinpoint any technical problems that may impair your SERP rankings, but also keep up to date with the latest best practices. As an example, Google has just published an update relating to SSL encryption, so if a website doesn’t comply with this update now, it will be penalised. The most frequent technical issues that impact most websites today are:
Slow loading page times
Unintentional blocked pages
- Not Optimising Images
One of the most ignored SEO technique that will boost your SERP rankings are related to the images within a website. Optimising your website for image search is an effective way to enrich your SEO, and this can be done primarily with the image filename and alt attribute. As an example, rather than supplying an image with a filename of home1.jpg, website owners should instead aim to use a keyword that characterises the image. In addition, a typical mistake with images is keyword stuffing the alt attribute.
There’s no question that a reliable SEO strategy will enhance a website’s SERP rankings and visibility, however due to many websites abusing SEO techniques in years gone by, Search Engine’s SEO algorithms are frequently changing and it’s imperative to keep up with these changes to prosper in today’s online marketplace. If you require any help with your SEO strategy, or simply haven’t updated your strategy in the last several years, get in contact with Internet Marketing Experts Darwin on 1300 595 013, or visit our website for further information: http://www.internetmarketingexpertsdarwin.com.au