In the complex and ever-evolving world of SEO, there are many guidelines to keep in mind to ensure optimum performance.
The ever-changing nature of SEO makes certain practices ineffective over time. The following are some up-to-date SEO “do’s and don’ts” to consider when working on an online marketing strategy:
DO incorporate keywords that are relevant to the page title as search engines check for consistency.
DON’T put all of the keywords on one page and ensure specific, relevant keywords are being used on each individual page. This will help prevent the pages from the same website from competing against each other for rankings. It will also make it clear to search engines and visitors what each page is about.
DO make the Metadata Description represent the content in the page in question. It is a must to include keywords as they will appear in bold in related searches and instantly attract the attention of interested parties.
DON’T stuff keywords together and resort to unnatural phrasing. Keywords should be seamlessly incorporated into the content in a way that makes sense to people as well as the search engine.
DO have other websites linked to yours, but don’t link back to them as Google doesn’t like link exchanges. It prefers websites to earn links on the grounds that their content is valuable to searchers, instead of because webmasters have link trading networks.
DON’T ignore negative reviews even if they seem old or unfair. It reflects well if every comment, negative and positive, are responded to because searchers notice how satisfied and unsatisfied customers are handled. A person can be assigned exclusively to reply to reviews if the number is overwhelming.
DO have a presence on relevant social media as it can be a very powerful and effective business tool. It’s essential to regularly update profiles, interact with other users, and post fresh content periodically.
DON’T panic if rankings suddenly drop as it is part and parcel of every SEO campaign. Moreover, there is usually an explanation for fluctuations in rankings, which can range from very simple to very complicated reasons that are sometimes beyond our control.
DO create and verify a Google+ page for your business. This is of utmost importance as Google has publicly acknowledged that not being on the platform will render a business irrelevant over time with regards to organic search results.
Although Google’s ranking algorithm takes into account hundreds of factors, the above-mentioned guidelines are a good start that will help you get the fundamentals right.