SEO Basics: Do’s and Don’ts for your Campaign
The ingredients for a successful seo program aren’t exactly a secret, but also don’t expect Google to give you the 200 or so various ranking factors that make up the special sauce. It would be like getting the keys to Fort Knox or figuring out an algorithm that let you win the lottery every year. Good Luck.
You can do the right things and follow along the guidelines for successful SEO and be very productive for you. So what are the Do’s and Don’ts? The main points can really be broken into the major classes of On-Page and Off-Page. Which is exactly what it sounds like. What can you do to the pages of your site to make it strong and what can you do off the pages to help your program.
The On-Page breaks down to 3 major categories: Content, Architecture and HTML. This article could be 50 pages long going into specifics, but let’s save you and I some time and keep it short and sweet. Here are some Do’s and Don’ts for these 3 categories.
- Create unique, fresh content on pages and in blogs that is of value to the users, make it informative or newsworthy.
- Make sure the page is relevant for the keywords you are targeting with proper keyword density, proximity and phrase order, but make sure there is enough content, thin content is a don’t.
- Be relevant for vertical searches and direct answers that end users may ask.
- Internal linking to appropriate relevant pages and anchor text.
- Appropriate URL length and structure.
- Keywords in title, description and header tags.
- Make sure your website is mobile friendly as it carries weight now in search results and also shows a “Mobile-Friendly” tag in mobile search results now.
- Arrange your site in a clear, hierarchical layout.
- Do not copy content from anywhere.
- Avoid keyword stuffing. Over using the keywords or just listing a long list of locations are not going to be looked upon favorably.
- Do not over internal link (i.e. have your home page internal link to every page of the website) or have outgoing links going to a bad neighborhood.
- Stay away from vile language or poison words like “links” in a title tag or any profanity.
- Do not target too many unrelated keywords on a page which can detract from another page, essentially cannibalizing yourself by having the pages compete with each other.
- Do not use flash, use HTML5 instead.
- Do not use ads above the fold, too many or bad kinds of ads.
- Do not use hidden text or cloaking that you think only the search engines see and the end user doesn’t.
The Off-Page breaks down into 4 major categories; Trust, Links, Personal & Social, but the bottom line with Off-Page is that you are doing the right things. If you think it’s wrong, it probably is. You want to show search engines and end users that your site is a good trustworthy site, that they find relevant and they want to come there for the information you are trying to give them. You need to make sure that you are targeting the right audience and giving them the right information while showing them trust. Here are the top do’s and don’ts for Off-Page.
- Try to obtain only relevant links from sources you know are quality sites that are diverse back-links pointing to your key pages throughout your website, there are many don’ts here, but doing a proper analysis of a site you are obtaining a link from is recommended.
- Engage in social media and distribute your content through all the social media channels and have social media links on your website.
- If you are local to an area or country, make sure that is clear. Keep the locality or city strong in content, listings and link building.
- Keep an eye on your online reputation through review sites, social media and publications and work on it to make sure your audience is helping you. Trust from the search engines and the end users is what can help increase visibility.
- Do NOT buy links or use automated tools that create links.
- Do NOT create multiple sites to build links to and from.
- Do NOT use backlinks that lead to pointless websites or with no relevance.
- Do NOT have link networks on your website, you will be punished!
- Do NOT spend money on bots that artificially share your content or social media. These can incur a penalty and negatively affect rankings.
- Do NOT target areas that are not relevant to you and do not duplicate any information across locations.
Trying to figure out the secret recipe is almost impossible as some of these factors are constantly changing. With updates like Panda, Penguin, Pigeon and many others to the algorithms, the best way to keep up with the Jones and be successful is to hire the right SEO Company. A company like 1SEO Digital Agency helps a company be successful online by following along the right guidelines and doing the right things, but also always staying on top of the updates and changes. With a field that is constantly changing and is always a moving target, training and research in a company is one of the most important factors.
The Do’s and Don’ts to follow are time consuming to execute properly, but the work is worth the results!