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Search Engine Optimisation (SEO) Pitfalls

Search Engine Optimisation (SEO) Pitfalls

Bringing someone to your website is just the first step. Unless they complete a task you have wasted time and money.

The Google homepage is one of the most poorly search engine optimized websites on the Web. If you search for “search engine” (There are 6 million such searches every month.) then Google appears way down the list on the second page of search results. Alta Vista (the king of search engines in the mid-Nineties) appears third. Google is doing a lot wrong.

SEO experts tell their clients that Google loves content. Well, not on its own homepage it doesn’t. Last time I counted there were 39 words on the entire page, and not a single one of them contained the phrase “search engine”. It gets worse. If you look at the title tag for the Google homepage it says “Google”. That’s all. Just Google. That has got to be one of the worst title tags ever written.

In the world of search engine optimization, Yahoo is a much better homepage. It has hundreds of popular words and over a hundred links. Search engines just love Yahoo. So, why is Google so appalling at search engine optimization? They don’t need it, you might say. They’re Google. Yes, but Google wasn’t always a giant. It was started by two students and from the very beginning it had a really simple homepage.

So why is Google so successful? Because it understands one very important rule:

Bringing people through your website is more important than bringing people to it.

It is more important to focus on helping people complete the task they came to your website to complete than simply bringing lots of customers to your website.

The ultimate search engine optimization and marketing strategy is to try to help your customer complete their task quickly and easily on your website. In an age of social media, happy customers tell other customers. Happy customers are more likely to link to you.

Jill Whalen is one of the most sensible people you can listen to when it comes to search marketing. In a recent article she talked about the truly horrible practice of writing “SEO articles.” According to Jill there is a widespread belief that “writing keyword-stuffed articles is somehow an SEO requirement. They don’t know why they might need these articles — only that, for whatever reason, the Google Gods want them. And so they write articles that nobody would be interested in reading, but which are stuffed chock-full of the keywords for which they would like Google to show their site. And then they wonder why it’s not happening for them.”

Jill goes on to explain why writing purely for the search engine is such a bad idea. “If you were looking to buy Product Part A, which page would you rather find in Google? The one with the product part information, the price, choice of color/size, information on how to purchase it, and an ‘add to shopping cart’ button? Or the one that tells you the history of said product part?”

Always optimize for the searcher (the customer), not the search engine.

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1 Comments for "Search Engine Optimisation (SEO) Pitfalls"

  1. January 11th, 2011 at 11:51 am

    30 Second SEO Tutorial.

    [1] Find related keywords ::

    Make a list of words relevant to your healthcare specialty or website theme. Choose words that will attract people and carry out your business objective.

    [2] Add the keywords to the page title ::

    Your page title is the most important aspect of your website. Search engines evaluate your title to determine what is on a webpage. Add your keywords to the page title.

    [3] Add the keywords to the URL ::

    Choosing a URL is important. Search engines view the text in your URL to understand the web page. Use your keyword in your URL.

    [4] Add the keywords into the meta data ::

    Gather up your keywords and add them into the page description. The blurb should be easily read and short.

    [5] Add the keywords into your H1 text ::

    The H1 text is usually found at the top of your webpage. Search engines review this and add importance to the H1 text words.

    [6] Use the keywords in your page content ::

    Try to fit your keywords organically into the text of your page to notify search engines that the content is actually relevant to the theme.

    [7] Monitor your results ::

    Check Google and other search engines to test your rank and to see test if your SEO is working.

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