You don’t have to be an online marketing guru to understand the importance of search engine rankings. By now, your company is most likely engaged in SEO activities, such as linkbuilding, blogging and on-page optimization. While it’s essential to perform those activities at a bare minimum, it’s equally important to understand how you may be hurting your search engine rankings, whether it’s due to inactivity or too much activity.
As Google regularly updates its algorithms, you run the risk of being penalized in the form of lower rankings, which translates to less traffic. If you feel like your current strategy is on point, but your results are subpar, check some of the items below to make sure you’re doing things right.
1. Your site isn’t mobile-friendly. More than half of Google’s traffic is from mobile devices, which means if your site isn’t mobile-responsive, it will be penalized. This isn’t about favoritism or anything like that—it’s just that search engines strive to reflect user experiences in their search results.
2. Your website isn’t keyword-optimized. It’s still essential to make sure that your target keywords and keyphrases show up on your site in an organic, relevant way. Your keywords should appear in the page title, your H1 and H2 header tags, in the meta description and throughout your content. What’s critical here is keyword density—unlike in the past, you don’t want to overdo it, which is called “stuffing.” Google will definitely penalize you for overstuffing your website with your keywords and hyperlinks—instead, make sure they appear naturally and in moderation.
3. Your site doesn’t have fresh, original, quality content. Search engines seek sites that regularly feature new, fresh content that is relevant to searches. It also has to be quality content—the Google Panda algorithm seeks to penalize any content that is duplicated from another site, poorly written, too short and lacking information. This doesn’t just affect the pages containing this low-end content; it affect the entire website’s rankings.
Click through to learn about our online marketing services.