Many start-ups come in every few months in every corner of the world, but most of them are not able to survive due to various reasons. While there are various reasons for shut down, the most common that has come out is improper marketing. SEO marketing has been reaching to every entrepreneur’s ear, and every entrepreneur likes to take up the opportunity to inculcate the SEO strategy due to its ever-increasing potential to create the desired results and build revenue.
While defining the SEO strategy, there are many do’s and don’ts that need to be taken care of. You will find our content on Dos of SEO strategy. While it is important to know the dos of SEO strategy, it is also important to take a deep understanding of don’ts of SEO strategy, which if ignored, can result in adverse results for your business, sometimes it can be fatal as well.
It is an amazing step that you have landed up to this article to really understand the don’ts, which if hadn’t been done, might have caused consequences for your business.
Before we take a deep dive into each point of don’ts of SEO strategy, let us first list down the bullets from a bird’s eye perspective:
- Copy already existing content
- Use dynamic URL
- Excessive usage of keywords
- Usage of external and penalized links
- Content alteration too often
Now, since we have the bullets, let us dive into each point to understand why these points are not preferred
Don’t: Copy already existing content
In order to earn a good ranking for your website, you should never make a mistake to take up the content from the website which is already performing well. Sometimes some cheap SEOs try to re-write the original content from other web pages with shuffling and juggling of words, but it doesn’t show richness in your content and is caught by Google’s algorithm. And if caught, your website has more chances of getting penalized with the result as a decrease in ranking. This will decrease the trustworthiness of your website.
It is always better to first understand the market, understand the customer, evaluate the best keywords for your business and then include them in your content to create the original content.
Don’t: Use dynamic URLs
Let us see examples of static and dynamic emails that will help us derive which have more potential to drive traffic.
Static URL: www.domain.com/define-SEO-strategy
Dynamic URL: www.domain.com/article.php?ID-4520
Think as an end user now, which URL is more self-explanatory? For sure, it is static URL. This is the problem with dynamic URL, they aren’t self-explanatory and do not add any value.
In static URL, you can use the prominent keyword, which will increase your ranking during search and will be taken up quicker by the search engine. They have higher clicks than any dynamic URLs because it gives a clear indication of the further contents inside the URL, which can convince a user much better than any dynamic URL.
Don’t: Excessively use keywords
Usage of keywords is the core of SEO strategy, but smartness lies in defining the amount of usage of the keyword. If you overfill your website’s content with only keyword everywhere, it will give a very bad impression.
It is very important to realize that you are developing your SEO strategy and content to impress the audience, not to the search engine. The search engine may be considered as an internal customer, but the ultimate goal is the audience or user who uses the search box.
Repetitive use of keywords indicates duplication and repetition of content which is not liked by the search engine. This may increase the bounce rate of your website which will affect the ranking of your website. If continued, your website may not appear in the top results again.
Don’t: Use too many external and penalized links
It is good to use some external site reference which will increase your trustworthiness as a “referencing website”. But using too many external links seems more like a spamming, and it can negatively affect your website’s performance on SERP. It will increase users who will not stay on your website and will eventually have your website getting bounced.
Google has lately started penalizing such forms of SEO strategy and websites by lowering the ranking. Also, you should not be adding the external links that are already being penalized by the search engine and do not have a good ranking.
The lack of trustworthiness and lower ranking in those penalized external sites will bring the same results for you as well.
Don’t: Alter content too often
If you ask Google’s algorithm, it will tell you that it really loves updated and fresh content, but is it really 100% true. If this was true, there should have been writers sitting in offices of every business just to update the content every few minutes or hours. But, it’s not the case.
If you change your website’s content, tone and theme of your website too often, search engine sees it as suspicious and harmful for users. Thus, it may penalize your webpage and lower down the ranking.
Thus, you must continue to research on the trends and changes in the keywords being used and market demographics and if you find the major difference from your current content, then only you should go for the bigger changes in your content.
Many companies provide SEO service, but there are very few that are aware of the don’ts of SEO strategy. Punchseo.com is one example who is aware of all the dos as well as don’ts.
Considering the above points as a lesson learnt, one must define the SEO strategy which doesn’t roam around these points. SEO strategy is not a one-day task; it takes months of research, understanding and analysis to create a high–performing SEO strategy.
Remember, you must do everything that audience may like, but you must not do anything that search engine may not like. As it takes years to build a reputation it hardly takes seconds to lose it.