09 Jun SEO Tips: What Your Web Marketing Strategy Is Missing
Search engine optimization, in some form or another, has been around since the beginning of search engines. You knew that though. That’s why when you designed your site, you hired an SEO expert to help you climb the rankings on Google.
You thought after six months you’d at least be at the bottom of the first page of Google, but you aren’t. You paid good money and now you aren’t sure what the expert even did.
Search engine optimization is always a changing and evolving game. One month a tactic works and then the next month it doesn’t. It’s difficult to stay on top of what you need to do versus what you don’t need to do. Because of this, many web marketing strategies end up with missing tactics.
To help get you back on track, here are a few things that might be missing from your strategy:
Ignoring Internal Linking
Internal links are links on your site that direct users to another page on the site. They’re helpful for several different reasons:
- They help users navigate from page to page to page.
- They help establish a hierarchy for the website.
- They help spread ranking power to different pages on the site.
Google and other search engines notice when websites take positive steps to increase their user experience. Using internal linking helps your SEO efforts by creating a more user-friendly experience because users will be able to move from page to page.
Search engines also use the content found on sites to index the site and web pages and create a link structure. By using internal links and pointing those search engine bots to other pages on your site, you help them do their job more effectively and efficiently. Which ultimately helps you climb search engine rankings.
SEO is all about helping your website show up in search results. When you use internal links, you essentially “vote” for one of your other web pages to rank higher in search results. Using specific and targeted anchor text, your internal links help build up the ranking power of the pages they are linking to.
Ignoring Other Search Engines
That expert you hired to make your site soar to the top of search engine results probably ignored search engines that weren’t Google. This wouldn’t be a problem except not every browser or device uses Google as the default search engine. And that creates all kinds of problems.
Google is arguably the most powerful search engine, but it’s not the only one that your tactics need to be concerned about.
If you ignore Bing and Yahoo, then you could miss out on a lot of web traffic and potential leads. The thing is, the other search engines don’t work quite as well or as fast as Google, which means there’s a little more legwork involved in getting your ranking up on those sites.
For instance, Bing may not crawl your site as thoroughly as Google. So, you need to use the webmaster system to tell the search engine to crawl your site and index your sitemap. Doing this is a great start in helping you show up higher on Bing’s search results.
Focusing On A Single SEO Tactic
Your expert may have only been an expert at one SEO tactic. It happens all the time. Marketers find one thing that they’re really awesome at and then stick with it. The problem is that one tactic isn’t enough and the tactics and best practices shift from time to time.
While it isn’t completely impossible to get your site ranking with just a single tactic, like inbound link building, it isn’t a complete strategy and it’ll catch up with you in the end.
The most common example of this is when Google updated its algorithms to reward sites with high-quality content and punish sites that keyword stuffed their content. Businesses built their SEO strategy around the idea of keyword stuffing, the process of filling web pages with an abundance of keywords. It didn’t matter, necessarily, what the content was, as long as it was full of the keywords.
That doesn’t work anymore. Google looks for original, high-quality content and puts sites providing that content above sites that operate with outdated strategies.
For a complete strategy, you need to focus on multiple tactics, not one.
Internet marketing is all about having a strategic plan that incorporates multiple moving pieces, including SEO. Without it, your site won’t rank high, web traffic won’t find your pages, and leads won’t convert to sales.
Are you ready to build a digital marketing strategy that’s iconic? We’re here to help.
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