In today’s demanding marketplace of digitalisation and globalisation, it’s paramount for organisations to use online strategies and techniques that strengthen their visibility to customers that are actively looking for their services or products. Search Engines are undeniably the most influential programs that will have a bearing on your online exposure, and consequently your website traffic, conversion rates, and ultimately success. Search Engine Optimisation (SEO), therefore, is used largely by most websites to boost their Search Engine rankings, otherwise known as ‘Search Engine Results Pages’ (SERPs).
SEO can be a terrific investment that will improve your exposure and conversion rates, or if used inaccurately, can tarnish your rankings and visibility, thus having the opposite effect. The complication with SEO is that its algorithm is continuously changing, and most website owners don’t keep up to date with the most recent SEO trends. SEO tactics that worked last year may not necessarily be effective this year, and popular SEO tactics from five years ago may result in your website being penalised today.
Instead of exploring the top SEO tactics that website owners should be investing in, we’re instead going to review the top SEO tactics that will actually penalise your website and therefore should be entirely forgotten about in 2018.
- Keyword Stuffing
Keyword stuffing is a regular mistake that many website owners make in an attempt to improve their SERP results. Keyword stuffing is basically the same as it sounds – adding as many keywords/phrases to a websites content or meta tags in any way possible. Search Engine spiders or crawlers can swiftly ascertain how many times a keyword has been utilised and will penalise websites for severe keyword stuffing. Instead of keyword stuffing, website owners should centralise their efforts on the sub-topics and related information behind the keywords/phrases themselves.
- Aggressive Link Building
Link building has been an SEO tactic since the outset of SEO, and its proficiency as an SEO technique has advanced swiftly since then. While link building remains one of the leading three SEO tactics in 2018, aggressive link building will unquestionably result in your website being penalised. Google weighs links strongly as a ranking signal since links are a public endorsement which corresponds with valuable information on a website.
Aggressive link building transpires where links are gathered in a synthetic way. Examples of this is where links are stationed in poor link directories, buying links, link schemes, and other spammy tactics. This SEO technique will result in penalties for a website and should be discarded, instead being replaced with a link building strategy that is more user-focused and marketing based.
- Excessive Internal Links
One outdated SEO technique that lots of folks still believe to be effective is excessive internal links. There is a frequent misconception where websites which contain a large amount of links to other pages within the website will assist their SERP results. The motive in doing this is to boost a website’s backlink profile. This is certainly not accurate, as excessive internal links within your website will do more damage than good.
- Not Identifying Technical Issues
The backend of a website plays a pivotal role in SEO, so it’s important not only to pinpoint any technical problems that may damage your SERP rankings, but also keep up to date with the latest best practices. For instance, Google has just released an update regarding SSL encryption, so if a website doesn’t adhere to this update now, it will be penalised. The most popular technical problems that impact most websites today are:
Slow loading page times
Unintentional blocked pages
- Not Optimising Images
One of the most overlooked SEO technique that will improve your SERP rankings relate to the images within a website. Optimising your website for image search is a terrific way to improve your SEO, and this can be done mainly with the image filename and alt attribute. For instance, instead of supplying an image with a filename of home1.jpg, website owners should instead aim to use a keyword that characterises the image. Additionally, a basic mistake with images is keyword stuffing the alt attribute.
There’s no doubt that a productive SEO strategy will improve a website’s SERP rankings and visibility, however due to many websites misusing SEO tactics in years gone by, Search Engine’s SEO algorithms are continuously changing and it’s essential to keep up with these changes to thrive in today’s online marketplace. If you need any guidance with your SEO strategy, or simply haven’t updated your strategy in the last several years, get in touch with Internet Marketing Experts Brisbane on 1300 595 013, or visit our website for further information: https://internetmarketingexpertsbrisbane.com.au