One of our online digital marketing course lecturers, Alex Noudelman, is proud to share with you the 7 deadly online marketing sins you should be avoid when it comes to Search Engine Marketing. Print these tips and use them for your checklist when executing your campaigns.
1. Underestimating the importance of your website:
The advent of the internet has had a large impact on our lives in all sorts of ways, such as in the manner we communicate and in the way we shop for goods and services. In this digital age, more and more people are opting for shopping online rather than paying a visit to a brick-and-mortar store. Despite this, there are still a large number of small businesses that do not give potential clients the option to make a transactions right from their website! Here is where they stop short.
2. Not maintaining the website:
Simply having your website live does not mean that it is getting maximum visibility and is user friendly. As a webmaster, it is also your responsibility to ensure that your website and its content are of high quality. If web users are not interested, they’ll leave and most likely never come back. A good place to start with your assessment or audit is Google Webmaster Guidelines.
3. Not Creating Google+ Local Account:
According to Google, small businesses find 97% of their customers within a 5-mile radius of their whereabouts. It’s thereby important for all business owners, and not just small business owners, to run marketing campaigns that are localized to geo target these potential customers.
4. Keyword Stuffing:
Stuffing as many targeted keywords as you can into your meta titles, meta descriptions, keywords and alt texts purely for the purposes of listing the keywords is another sin in the SEO World. This is called keyword stuffing and may cause your page to be considered spam and deranked. For every 100 words of text, there should be 1 keyword.
5. Duplicate Content:
Google’s fury animals are on the hunt for thin content and this includes duplicate content. Duplicate content can be defined as a substantial amount of repeated content that matches other content on the same website or on other sites on the World Wide Web. Many times, it’s an innocent incident of copy and pasting. Other times it is an example of a malicious attempt to manipulate search engine rankings. We recommend buying credits at Copyscape.com and checking for duplicate content at least once a month. To remedy the issue, add new content and ensure that your page content is unique by 60%.
This is when you serve the search engine bots information that is completely different from the information that users see. For instance, you might have “optimized” your page in the HTML to seem as though most of the keywords on the page relate to “painters New York”, however the human visitor might see an entirely different page that is swamped with porn and nudity. You will be penalized and deranked if Google finds out.
We all know that fear is all in the mind and by the looks of it, there are some very bright imaginations out there. I remember not too long ago when organizations feared putting up a blog with comments because of fear of negative publicity and negative SEO. In contrast, companies successful with online marketing initiatives are celebrating customer feedback and criticism and showing how well they address their consumers’ concerns – in public.
To become acquainted with the best online marketing practices, we recommend you enroll in our Digital Marketing Fundamentals course. The course will cover all the Dos and Don’ts of Search Engine Marketing we covered in this article and more. Our spring semester begins in April, 2015.