One of the major problems of SEO is the constant misunderstanding of its role in increasing the traffic of your website. This is especially true of large organizations in which top management is not familiar with SEO and does not understand how it works. Unaware top managers can easily make catastrophic decisions from an SEO point of view.
As a result, the following typical errors are allowed:
1. Starting work with a delay
Even organizations that are aware of the importance of SEO tend to start working in this direction too late. People working in these organizations may think that SEO is something like keyword selection and copywriting, but they do not take into account that SEO also plays a key role in technical implementation. The main thing that needs to be remembered in connection with this is that it is easier to do it right the first time, rather than redoing everything later.
2. Choosing the wrong content management system (CMS)
Unfortunately, many CMS do not even have the basic characteristics of SEO, for example, the ability to specify the title, page titles and link texts (anchors). Other content management systems may have these characteristics, but may be unfriendly to search engines or create duplicate content.
3. Using search-unfriendly methods in site development
4. Duplicate content
There are many ways to create duplicate content, for example, creating print pages or links to pages on a site with different URLs (for example, www.example.com and www.example.com/index.html )
5. Lack of permanent redirect (301 Permanent Redirect)
Many sites allow http://example.com and http://www.example.com to exist without 301 redirecting one URL to another. In fact, this example relates to the problem of duplicate content, but it deserves separate consideration. Less common is a situation where coexistence of http://www.example.com and https://www.example.com is allowed .
6. Pseudo-duplication of content
One example of such a situation is the catalog of products, offering to place an order with different sorting options (for example, a shoe catalog, which allows sorting the list by price, color or size). For the user, the content on all these pages will be different, but not for the search engine, since the page will contain the same text elements.
7. Pages with low content
Many sites have pages that contain very little information. It may be that the user sees a lot of content on the page, in particular, if the page contains product images, as well as basic information, such as price. However, if the only thing that distinguishes one page from other similar pages with products is the name, headings, and price, then the page will be considered either low quality or duplicate.
8. Incorrect internal optimization (relinking)
A huge number of sites still use links, such as “click here” or “more information” as an anchor to the internal pages. This is a big omission in relation to the search engine, which does not make it clear what is contained on the page where this link leads.
9. Re-optimized pages
Sometimes people go too far in site optimization. They begin to create pages that are supersaturated with keywords in an attempt to increase the relevance of the site. This immediately affects the attitude of users, as a result of which the effectiveness indicator decreases and there are less willing to place links to your site on other sites.
Another alarm is if you hear what people are saying about SEO Copy writing. This is a sign that the author of the content thinks about the search engines, and not about the users, which can lead to serious problems for you. It is almost always better to have a copywriter set up to create high-quality content, but at the same time controlling the title of the article, to ensure that it contains a keyword.
10. Refusal to invest in website promotion
Many organizations believe that the work is over after the launch of the site. They do not realize that the website needs to be promoted, just like other products and services. Inbound external links (and in the future other links to your website, company, products on the Internet) are the main levers that search engines use when determining relevant sites for a specific search query.
Conclusion . The best way to prevent such consequences is to gain relevant knowledge. Help your top management understand that SEO is a very important mechanism for them.