Search Engine Optimization has gained tremendous impetus in the last decade. Enterprises must keep up with the latest updates to ensure a higher page ranking and site traffic. Google algorithm updates such as Penguin and Panda are useful to fight link spam and poor content quality. You can also use Pigeon to focus on local results, and new machine learning technology like RankBrain might be made use to strengthen the main algorithm’s accuracy. Despite all the new tools and technologies marketers and SEO experts make mistake or miss out on areas. Therefore, it is necessary to find out the pitfalls and focus on what really matters to the modern search engines—results that matter to consumers. In this post, I will look at the 10 most common SEO mistakes to avoid to keep your rankings up in 2019 and beyond.

1. Inept Optimization:

Not optimizing your content is one of the biggest SEO mistakes to avoid. This includes optimization for both local and global searches. You may start by focusing on local optimization by including region-specific keywords in your page titles and Meta descriptions. You can also include an address and local phone numbers on your pages, such as in the header or footer.

Most marketers make the mistake of using generic keywords for a content meant for a global audience. This only brings in visitors looking for free information, not prospective customers interested in making a purchase. You should rather go for more focused keywords like “bridal gown designers in Los Angeles”. Effective content and keyword optimization will ensure a higher page ranking on Yelp, Merchant Circle, Google Places, FourSquare, and many more.

2. Not Using Analytics to See What Converts:

Another common SEO mistake to avoid is not using analytics for conversion. You may be elated over super-competitive, high traffic keywords gifting plenty of free traffic, but you are not converting any leads into prospects. Research well to find out keywords that can assure you of high page rankings and drive sales.

I would rather advise you to use an analytics package to set up conversion tracking for your keyword phrases, and then compare them against each other to find out what’s producing the best results. With sound statistics in hand, you can better optimize your site and know which efforts are worth focusing on.

3. Choosing Link Quantity over Link Quality:

A common mistake that most marketers make is to overemphasize upon link quantity and lose focus on quality. Instead of creating thousands of low-quality directory links, choose a few links relevant to your website and industry. Also, do not have outgoing links or direct links to adult or gambling sites.

4. Forgetting about Formal Link Building:

So, you have been terribly busy creating content that will break the Internet. But you forgot about formal link building or might even it unnecessary to link the content appropriately.  Lack of formal linking is detrimental for content, reducing its visibility. This is one of the major SEO mistakes to avoid, under all costs. Some of the most popular link building strategies includes content promotion (through guest blogging), digital PR and content focused on local user groups.

5. Broken Links:

Did you ever do this? I guess not. Having broken links on the site or not checking for broken links is one of the most damaging SEO mistakes to avoid. Needless to say how it lets you down before customers and affects SEO very badly.

Deleted or moved content, a change in URL structure and incorrect re-directs are some of the most common causes of broken links. You may use Screamingfrog’s Broken Link Checker to identify links that may harm your page ranking and also identify broken links to your competitors’ sites.

6. Lack of Speed Checking on Websites:

Another common SEO mistake marketers make is not to check for speed on websites. Today’s users have a limited attention span and are used to fast upload speeds. They do not allow for more than 10 seconds of waiting time for page loading. Therefore, you must perform a speed check to avoid losing traffic and potential conversions.

7. Not Having Unique Title Tags and Meta Descriptions:

Quite often company websites have their company names as page titles in all pages; a very common SEO mistake that must be avoided. Instead, they should use unique title tags and Meta descriptions. Page titles are very relevant. They are shared in tweets and used as the text when someone bookmarks your website. Use descriptive and unique titles that draw attention.

Meta descriptions are a 160 character sales pitch for your page within search results. Make sure the Meta descriptions are unique and contain relevant keywords. The homepage and other pages should include a custom Meta description that will make people want to click on your listing in search results.

8. Not Using Anchor Text for Internal Links:

It is a common practice and also a common mistake to use word strings like “click here” or “bookmark this”. It is true that using a call to action as your link may increase clicks, but using generic words, instead of anchor text kills possibilities of tailoring your anchor text, one of the most important components of SEO.

You may, for example, own an e-commerce portal for designer jewelry. Use “daily wear costume jewelry” or “festive collections” as anchor text. Remember to include some relevant keywords in the link. For example, “click here to learn more about our designer jewelry.” However, do not use the same anchor text for every link to a page. Vary them wisely to make anchor texts more effective.

9. Using short and poor content:

Many marketers live with the wrong perception of aggressively linking short, crisp content. Short content, i.e., less than 400-500 words, is less ineffective for high page rankings. I would rather advise you to have good quality content, not less than 500 words, and preferably within 750-800 words for creating an impact. You will surely get higher page rankings and visibility.

10. Ignoring Internal Links:

Internal linking is important, for both page ranking and user experience. Linking to your other pages and posts helps to evenly distribute link equality throughout your site, and also increases metrics like time-on-site and page views. For best results, use internal linking only for highly-relevant content. Also, use natural anchor text instead of keywords and link to “deep” pages to spread link equity throughout your site. Make sure you include at least 2-3 internal links in each piece of content you create. Not using internal links is one of the most fatal SEO mistakes to avoid.

Have you made any of the above mistakes with your SEO campaign? Share your thoughts with us, and suggest ways how you can think of to fix them.