Date: 23rd April 2020
SEO is of paramount importance to all small businesses. If you want to find new clients and grow your brand, then a strong search engine presence is essential. Unfortunately, many companies are guilty of making a few common mistakes. Thankfully, Jonny Ross – the founder of Fleek Marketing – is here to talk you through some of the biggest mistakes you need to avoid.
Poor website usability
Usability is a critical factor on your website. It relates to the experience users have when they land on your pages. If your site isn’t very usable, then your SEO will suffer.
Because search engines want to present users with good websites. They want to offer up the most relevant and best results. So, they don’t want to direct people to a site that’s going to be a pain for them to use. Poor usability includes things like menu buttons not working, pages lagging when you scroll down, and a lack of responsiveness.
Responsive web design is vital for usability as it allows your site to conform to different formats – like mobile phones. Incidentally, your performance on mobile search engines will suffer considerably if you don’t have a responsive mobile site!
Not thinking about your audiences way of using words
Keywords form an integral part of every SEO strategy. What is a keyword? Well, it’s the main phrases or words that are relevant to your business in terms of what people search for when they find you. This leads to a highly common mistake of not thinking about what words or questions your audience will ask every day.
As a random example, imagine your business sells hats. You might be inclined to focus on keywords relating strongly to hats. However, you should think about it from a different perspective. Consider what your audience will type if they’re interested in hats. They’d look for ‘best hat company’, ‘hat company near me’, ‘cheap hats’, and so on.
Obviously, you need to apply this technique to your business. Don’t be too consumed by words that you believe link to your company – think about what your audience is searching for so you can apply these keywords to your site and appear in those searches.
Not having a review strategy
Many small business owners are aware of how effective reviews are, but did you know they play a role in your SEO strategy? Having lots of positive reviews for your business can help you get a better ranking as it shows Google that you’re clearly a trustworthy and reliable company. So, they’re more inclined to direct people to your site. Similarly, Google actually revealed that replying to these reviews can improve local SEO.
Therefore, one of your biggest mistakes is not having a review strategy. Try to develop a system where you encourage customers to leave Google reviews for your business. Think about ways you can incentivise them to do so.
It is worth noting that as of right now, Google has paused the review functionality due to COVID-19. You can read more details about that here.
Having a thin website
A thin website is one that has hardly any pages or content at all. This is terrible for SEO purposes as you make it hard for search engines to rank your site. The less content there is, the less chance there is for you to implement keywords. It’s awful for the user experience as well: you’re not giving people enough information, so they’ll just leave. In turn, this increases your bounce rate, which damages your ranking positions.
Consequently, you need to flesh out your site with more content and more things to engage your audience. A blog or news section is a perfect way to do this! Or, just provide more info on your business. Instead of having all your services on one page, split them up into separate pages that go into more detail. This allows you to have keyword-rich content and a website that people want to visit.
A slow website
Lastly, slow websites are awful for SEO. This deals with two things that have already been mentioned: user experience and bounce rate. Slow sites are horrible to use, and people will leave straight away. When someone leaves your site before clicking on anything else, this impacts your bounce rate. A high bounce rate shows loads of people seem to leave your website immediately. Google notices this and bumps you down the order as they don’t want to send people to such a terrible site!
As such, be sure to work with a web developer to speed up your site and prevent this needless mistake!
If you want to improve your SEO, then a good rule of thumb is to avoid these five mistakes. Similarly, if you’re looking for additional SEO help, then Fleek Marketing can be of assistance. Feel free to get in touch with Jonny Ross if you want award-winning SEO services.
Jonny has also set up an independent support group for business advice in Yorkshire, head over and join!
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