Search engine optimisation (SEO) is a way to increase your positioning in search engines like Google. However, there are some SEO techniques that go against Google’s guidelines. These techniques may give you a quick boost in your rankings, but Google will quickly identify and penalise sites that use them. No matter what you do, avoid these four critical SEO mistakes.
1. Overuse of keywords
A keyword is a word or phrase that people search for on Google. If you want to appear on the results page for that search, you use that keyword in your page a few times. However, you can’t just use your keyword 20 times - this is called 'keyword stuffing', and it will result in penalties. Use the keyword three to five times maximum.
2. Paying for backlinks
Getting backlinks from other sites is essential to good rankings, but not all backlinks are created equal. If you buy links from sites to push your rankings up, you may fall into a bad link neighbourhood. If a site sells a link to you, it probably sells links to spam sites, malware sites, or other questionable sites. If Google sees you in this network, it will lower your rankings.
3. Duplicate content
The best SEO strategy is to produce useful, well-written content that people want to share. But there’s a lot of free, public domain content out there, so why not just copy it onto your site and save some time? Because if Google recognises that the content is duplicated elsewhere, it will kick that specific page (though not your whole site) out of the index altogether.
4. Guest posting
Guest posting is a link building strategy where you write a post on another website, and they allow you to link back to your own site. Now, this is OK as long it’s on a high-quality site. If the site accepts guest posts from anyone, you’ll get into another bad link neighbourhood. As a good rule of thumb, sites should have standards for quality - if it’s difficult to get a guest post on a site, it’s probably OK.
We can help
SEO is lucrative, but difficult. If you need help, turn to an SEO agency with the knowledge and skills to get your site ranked well on search engines. We are a Top SEO company based in London, with proven results in driving traffic to our clients’ sites. We’d love to talk about how we can help your business - contact us today!