There’s an awful lot of conflicting and missleading information out there in regards to search engine optimisation (SEO). In this article I highlight some of the top mistakes and misconceptions about any digital marketing strategy.
1. SEO is a dark and dirty world!
As with most areas of life, there is always a yang to a ying. And despite SEO as a whole being an ethical marketplace, full of many clever people, there are some darker corners of the SEO world that harvest plenty of cowboys and amateurs. These cowboys give SEO guru’s a bad name, often turning businesses completely away from the idea of SEO. When done properly, SEO can be the most effective marketing tool there is, and offers huge ROI’s.
At is’s most basic form, SEO is about understanding how search engines rank a website, and then tailoring your website to be as search engine friendly as possible and targeted towards the most effective keywords needed for your chosen area.
Google alone, have over 200 individual ranking factors that they use in order determine where a website should be positioned, so it takes a very skilled SEO professional to truly understand how to get a website to rank highly.
2. A one time deal!
Some people believe SEO is a one hit exercise, but it’s quite the opposite, and requires a lot of sustained, ongoing work in order to be able to rank highly.
The ever evolving playing field, that is Google, is constantly changing the way it indexes websites and, as such, a website will need to remain agile and aware of new strategies in order to stay ahead of the curve.
3. Rome wasn’t built in a day
And the same can be said for highly ranked, trusted, authoritative websites. Sometimes it can take years, and often no less than 3 months to get top rankings in Google.
4. Cutting corners and buying cheap ‘SEO packages’
Unfortunately. as touched upon in point 1, there are an awful lot of cowboys out there offering ‘seo services’ without truly understanding the market place. Often, it’s a second thought service they’ve decided to offer to their clients in order to boost their profit margins. Without truly being experts on the subject.
Unfortunately, there are many customers out there not getting the service that they need, relying on their ‘IT cousin’ or ‘web guy’…
5. I’m on page 1 for my name!
Well, that’s great, but there’s a little more to ranking than just getting your website to come up as number one for your brand name. That should be an easy win. But not just that, you need to make sure that the search terms (brand or not) are bringing with them search volume, there’s no point ranking number one for keywords that people are not looking for. You need to have a laser like focus on your keywords, and the research element of the campaign is the most important factor when conducting SEO.
6. Everybodies different!
Each business is different, and therefore what your website needs is a unique and tailor-made SEO campaign that fits your requirements. Try to avoid those outlets that offer SEO at a fixed monthly price to all, “Bobs local garage in Aldridge” will require a completely different requirement and strategy to a large corporation such as Amazon.
Adam founded 3Sixty Search after cutting his teeth from many years in the corporate world winning marketing awards for some of the worlds largest brands. He now spends the majority of his time actively shaping the online landscape of small to medium sized businesses, developing successful, revenue driven online marketing strategies.
About 3Sixty Search
Birmingham based Search Engine Optimisation and Digital Marketing Agency. We improve your search engine rankings through content driven SEO techniques. We believe SEO should start at the very beginning of a websites life to ensure that all SEO best practices are considered and implemented. We value integrity & transparency and would love to hear from you.