2020 has all been about COVID-19, so it’s no surprise that businesses might be thinking to start forming their digital marketing strategy for 2021.
SEO is that part of digital marketing which can be relatively well planned, but it also comes with the limitless advice and options. This does make professionals wonder that while preparing for 2021, what are the top SEO advice they shall ignore.
For SEO, digital marketers & content marketers are always working hard for reaching the top rank. So is there a simple way to reach the top rank? Achieving the milestones like snippets, first page ranks, quality link building, and other such can surely result promisingly. But the destination also demands being free of myths, misconceptions, and other synonyms that add up to ‘SEO Advice You Shall Ignore!’
1. There Is No Need for Fresh Content
This one point has enough power to drain down all your marketing efforts for years.
Currently, for increasing the quantity of posts, there’s a method of revamping the old ones or resharing the old ones. This does add to the website’s traffic in the short term, but it won’t improve the ranking in the long-term.
So if anyone tries to convince you that there is no need for fresh content to rank up your website, it will always be the SEO advice you shall ignore. Google actually responds favourably to new and fresh content.
Instead, you shall invest your time and efforts in maintaining the consistency and posting new and fresh content regularly. New content will have fresh keywords, anecdotes of the current trends, and more.
If you think that your particular piece of old content still has a lot to offer, like ‘5 Bad Tips For SEO in 2015’, you can turn it around for ‘5 Bad Tips For SEO in 2019’ with new keywords and changing the relevant tips.
2. Internal Link Structure Should Be Taken Seriously
A website already takes lots of effort and time to build, and such obvious mistakes like poor interlink structure make all that effort go to drain.
It is acceptable and correctable if you encounter some basic internal linking errors like producing a few duplicate links. But a problem like mass duplicate content or an internal linking structure like vastly overlooked functions in your UX and SEO can be termed as a blunder.
The reason why this is a point in SEO advice you shall ignore is that it:
- Provides a direct way to conversion pages (schedule a meeting, contact us, or more)
- Spreads the authority to pages that sometimes remain ignored/hidden in your site.
- This keeps on making the user jump to new pages and learn more about you.
- Organizes web pages categorically by keyword-optimized anchor text.
- Communicates your important web pages to search engine crawlers.
Here is a general thumb rule for you, ‘No webpage of your website shall be more than two clicks away from a call-to-action landing page or the homepage. So keep the internal linking structure as a priority in your website checklist.
3. Local SEO Is Of No Use
Google has been focusing on being more locally responsive for users than ever because today, people do not want to travel distances to keep their outdoor time minimal.
This has completely opened up new possibilities for local SEO and what a brand can achieve with that, through techniques like local directory listings, satisfactory client reviews, customizing Google My Business Page, and more Local SEO is a highly targeted and converting option.
Consider some of the statistics:
- 50% of consumers who conducted a local search on their smartphone visited a store within a day, and 34% who searched on computer/tablet did the same.
- Local searches lead to more purchases than non-local searches. 18% of local searches on smartphones lead to a purchase within a day vs. 7% of non-local searches.
- 4 in 5 consumers use search engines to find local information.
- 4 in 5 consumers want ads customized to their city, zip code or immediate surroundings.
Hence it is very essential to segment your keywords research as per local and national intent so that you can win nationwide as well as locally responsive approach. So ‘Local SEO Is Of No Use’ is SEO advice you shall ignore.
4. You Need Not To Have Your Website Audited Regularly
The biggest blunders of all are to believe that you need not have your website audited regularly. This is a prevalent misconception as well because many small and medium business owners don’t even know that there is something called website audit.
Website audit does the work of removing what’s obsolete, adding what’s new, and checking & correcting any issues after an overall assessment of a website.
Website audit has to be in business’s (especially e-commerce’s) annual or bi-annual plans because technology is on a rapidly changing and growing curve.
For websites that are migrated, they can be assessed for following common technical mistakes :
- Duplicate content.
- Broken links.
- Slow site speed because of any reason.
- Unoptimized meta tags.
The website audit also provides content strategist and digital marketers with external exposure of what they might have overlooked/missed in their digital marketing/SEO strategy. So it’s totally that SEO advice you shall ignore.
5. Create Content Just For Sake Of It
It’s a popular practice to produce content consistently for increasing your brand’s exposure, and authority will also increase the indexation rate. But many SEO experts and content writers believe in creating content just for the sake of it, which is definitely the SEO advice you shall ignore.
It is understandable that after creating a particular amount of content, it becomes challenging to find unique keywords for the additional pages and stick to a cohesive strategy. But many a time, professionals lose to the bait of producing content without offering any value.
Producing this type of content is undoubtedly a total disregard of time, efforts, and money spent on it.
Before producing any type of content, professionals shall have
- The idea of Tags and Title
- A deep keyword research
- Favourability & popularity of the topic
- Need for Topic (If users are searching for it)
Content needs to convey the full context to the reader and search engine for the best results. The last tip for producing a successful content is to make it evergreen and actionable for generating leads and conversions.
So here’s how you can prepare for 2021 in the best way possible. Improve your SEO strategy by eliminating these bad pieces of advice which will only work to bring down your rank and lose your website into the depths of the internet.