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March 27, 2018 by Andrew Riedel
We all know that maintaining an online presence is key in today’s fast-paced world. The ability to be relevant to the culture of what consumers want, interact with them day or night, offer specials, and drive traffic to your site is crucial to maintaining a healthy and thriving profit. But did you know that there are several compelling reasons to stay up-to-date and original in the keywords you choose to drive that traffic?
1. No Online Presence
Upwards of 50% of business today don’t have an online presence. Let me be blunt: How on earth do these expect to navigate a successful and growing business without having an online presence? The vast majority of consumers (as many as 90%) who want to make a purchase do research online. If they can’t find your website or a social media page, they leave. It’s as simple as that. Having an online presence is absolutely crucial.
2. Unoriginal or Thin Content
Search Engine Optimisation (SEO) is one of the best approaches you can take to drive traffic to your site and create new business relationships. Google adjusts their algorithms every day- yes, every day- to filter out spam. Additionally, they launch considerable updates at least twice a year that dramatically affects everyone on the web. Not staying informed of these changes can seriously harm your search engine presence.
Google promotes original content- ONLY original content- to its users. Keeping your content informational, current, and different is crucial to staying at the top of Google metrics. When someone types in a keyword, Google looks at every site on the web to analyze whether it’s distinctive, which means your site will pop up towards the top if you’re continually posting new, quality content.
As important as original content is, your content also needs to be well written, cover the topic sufficiently and include images, graphs, infographics etc to rank really well. Thin content is often seen as 100 or 200 words on a page ant=d this simple does not rank for competitive keywords.
3. Using the Wrong Keywords or Keyword Stuffing
Keywords are incredibly important, but using the correct ones and not overusing them is also essential.
Not sure what keyword stuffing is? It’s basically using a keyword or phrase repeatedly, hoping that Google Analytics will recognize it and boost your page to the top.
An example (don’t do this!):
“My aunt has the best pumpkin pie recipe ever. Let me tell you about this pumpkin pie. It’s rich with pumpkin pie flavor and this will truly be the best, most amazing pumpkin pie you’ve ever tried. Below, you can find the recipe for this world-changing pumpkin pie.”
Not only is it completely unnatural to read, it’s also, quite frankly, a dumb mistake. Keyword density- the number of times a keyword appears in your article- is only a small part of the algorithms Google uses. There are no specific numbers, but it could be as low as five percent. Even worse, keyword stuffing can hurt you on website rankings. User experience is Google’s number one priority. If they continually pull articles stuffed with random keywords, consumers will stop using Google.
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4. Not Being Mobile Friendly
The vast majority of users access sites through their phones. Google knows this. Websites which offer a smooth mobile experience will rank higher on Google than sites that are purely desktop or laptop oriented. It’s like Google’s cookie to you for a job well done. Thankfully, there are tools you can use to check the performance of your site, both on a desktop and mobile. Use the results to determine where your site can improve, and your rankings will follow!
5. Content Isn’t Always King
True, content is extremely important. However, if you don’t have enough links entering your site, sadly, you won’t get much traffic. Google analyzes how many links you have coming into your site versus how much content you have. The tricky part is that while you may have a million links, if you don’t have enough content, you’ll rank lower. The easy solution links back to having quality, up-to-date and original content that others will link to in order to offer variety. Build your content and your links concurrently to help increase your search engine traffic.
6. No Social Media Interaction
Using multiple social media platforms will drastically increase your rankings with Google. You wouldn’t think social media engagement would impact your rankings, but Google examines a site’s social outreach through Facebook, Twitter, Instagram and Google+. The more interaction you have between you and your users, the higher your rank becomes. All of the comments, likes, and posts increase your rankings. Building a strong customer relationship will dramatically improve your relationship with Google.
7. Not taking advantage of Google My Business
You know those businesses that appear in that glorious map-pack when you search for a service or product? They have those awesome gold stars for reviews and it makes the decision so much easier! This is “Google my Business,” and you absolutely have to have one of these. If you do not, Google will not bring your site up in that map pack- and as you know, that’s the first place consumers go to research what they want.
Whether it’s keyword stuffing, no social media interaction, or not having that Google my Business listing – any of these can and will ruin your websites ranking. So look over that content, get more active on social media, and make sure you’re up to date on all the latest Google Algorithm updates- your website will thank you!
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