To survive competition, some businesses start their own SEO campaigns using methods that not even SEO specialists would recommend. True, DIY search engine marketing and optimisation can save you money for a period of time, but if you’re looking for long-term and sustainable growth, you better warm up to the idea of working with SEO companies.
Below we list down some common mistakes of DIY SEO and online marketing:
1. Putting Eggs in One Basket
SEO specialists usually adopt two types of approach when it comes to linking: (1) use several keywords to uplift one link or (2) optimise for a single keyword using several links.
However, building thousands of links to push a link or keyword to the top of search engine results may not always be the right solution.
SEO activities should be varied. Rather than put all your energy into creating links, it also just as important to pay attention to content creation, website on-page optimisation and improving your social media presence. All these take time.
Not all the links you create will earn a nod from Google. Placing your eggs in one basket can be counter-productive. In fact, experts recommend building landing pages or secondary websites to anchor your main website as it ascends to the top of Google search results.
And don’t forget to diversify your strategies while you’re at it.
2. Running to Wikipedia
It is a known fact that Wikipedia is read by millions around the globe. But does this also mean you need to have a backlink to your website on this popular information-based platform? Haste makes waste, they say, so avoid jumping into conclusions.
Firstly, Wikipedia may be open to the public to a certain extent, but unless you or your company did something notable, your chances of appearing there are between low and zero.
Suppose you do qualify or it took Wiki editors a long time to notice you fell short of their standards, disgruntled customers may besmirch your reputation through your public pages. This is only the worst-case scenario. The point is that if you want to build your reputation, do so on a platform within your immediate control.
3. Reputation over SEO
No matter how good a businessman you are or how well you polished your customer service department, truth is that no one is immune to negative reviews. Some people will love your products or services. Others not so.
Reputation is important but you do not have to disrupt digital marketing momentum to do some damage control all the time. Putting SEO on the backseat just because of one irate customer will derail your growth. Why not use your campaign to correct your company’s lapses instead?
For instance, people are complaining that your website does not have 24/7 customer service and replies are taking forever. With the help of SEO specialists and web developers, you can request that an AI be installed on your website. This AI will automatically answer your customers’ queries by directing them to appropriate sections on your FAQs page.
Managing your reputation and SEO are two different things. There is no need for you to sacrifice one or the other because growing businesses need both.
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