3 Ways to Avoid Costly SEO Mistakes
In organic search marketing, even a small mistake can translate into substantial business losses. Have you considered what impact an SEO mistake might have on your business? Do you have an alternative/disaster plan? What measures do you regularly take to prevent business-lethal SEO mistakes?
A short example with some scary calculations will show why you must plan to avoid mistakes. Let’s say for the sake of an example that your site receives a robust 50 percent of its traffic from search and, due to an SEO misstep, is penalized with the result that, overnight, you suffer a 30 to 50 percent loss of search traffic. (As a math student, I hated word problems, so hang tough. We won’t do too much heavy math.) This means that your traffic would drop 20 to 30 percent overnight. If the bulk of your search traffic comes from just a few highly desirable top placements on business-essential keyword phrases, then the gash might be even deeper. There is no denying that humans do SEO, and to err is part of the human condition. So expect at some time, no matter how competent your SEO practitioners are, a mistake will occur. As they say in football, the best offense is a great defense. Here are a couple of ways to avoid mistakes.
1. Monitor Your Search Results — Don’t just watch your overall traffic. It is simple to just look at the top line and not look very deeply until it is too late. Watch your search traffic for anomalies that might signal a problem. If you do not regularly review your Google Webmaster Tools, you may find that you could have headed off a drop by taking remedial actions. For example, if your site is throwing errors or your servers have not been available for Google’s crawlers, you can expect to see your results drop. If you are flagged for having a large number of missing Titles and duplicate Descriptions, check into what is causing the problem. With large database-driven sites, a minor miscue on a template revision can create huge problems. They are often easy to fix, if caught in a timely manner.
The purpose of this blog is to provide insights and tips for how to use search profitably. It will cut through the volumes of information that threaten to overwhelm the busy marketer and will focus on what is truly important for making search work.