The Consequences of Misusing SEO Strategies

Search engine optimization is the process of affecting the visibility of a website in a search engine’s results, and it’s a crucial part of any small business’s Internet marketing strategy. But why is it so important for a business to have good search engine optimization for its website?

The vast majority of Internet use begins with a visit to a search engine. If you run a deli in Rochester, NY, and someone types “Rochester, NY deli” into Google, you certainly want yours to be the first result on the list. If it isn’t, your potential customer will likely be going somewhere else. Most people only skim search results, and won’t look past the first page.

If you’re looking to put some focus on your company’s search engine optimization efforts, here are some SEO mistakes to avoid:

Common SEO Mistakes

1. Keywords in invisible text – You may think you’re being clever by sneakily burying text somewhere on your webpage. Maybe it’s in text the same color as the background, or it’s way off the margins of the page. But search engines know what you’re doing. They consider this spamming and you could get your site banned entirely.
2. Purchase links – Since links to your page help it rank higher, many people think that purchasing links will help them out. But Google is also on the lookout for this, and in fact have an entire team whose only job is to look for purchased links.
3. Too many link insertions – Links are meant to represent an endorsement, so traded links just looks like bartering, and they kind of cancel each other out.
4. Duplicate content – Sometimes, businesses operate two or more sites with the same content. However, a search engine only wants to rank the same content once, putting both sites with matching content at risk. Having content that isn’t counting towards your page rank is a misuse of your site.

If you’re worried about making sure your business’s website is making the most of its search engine optimization, then you should consult an SEO service. There are many SEO companies out there that remain up-to-date with the latest trends in search engine marketing, and will make sure everything is in place for your site to reach number one in the search rankings.

The Consequences of Not Utilizing SEO Strategies

In most website owner’s minds, a successful SEO campaign means reaching the top organic spot. And once that number one spot is reached, most businesses start questioning whether SEO is a necessary expense to continue. They suppose that their website is now optimized and will continue ranking no matter what they do moving forward. When in reality, that is simply not the case. 

Traffic and Rankings Will Take a Hit

So what exactly is the outcome if you stop SEO? Do your rankings drop right away? Does traffic to your website start to sink immediately? Well, the short answer would be no – but the long answer is way more complicated. 

Although you may notice your rankings staying relatively steady and as a result, your traffic remaining the same during the first couple of months, this pattern is usually temporary. You might even see small amounts of growth depending on the SEO strategies your business was previously utilizing. Nevertheless, a decline in traffic and rankings becomes inevitable once you discontinue SEO efforts. It only takes a few months of no longer optimizing your website with new, well-formulated content, for your traffic to slip.

Remember, although this process might not appear at the same rate for every brand, it will still befall one way or another. 

Example: Locally-focused brands might continue to see steady traffic for longer-lasting periods due to name recognition or the need for their services – On the other hand, non-locally focused business or retail brands will most absolutely notice the effects of stopping SEO way faster. 

Why Does Traffic Drop?

At this point, you might be wondering why there is such a sharp drop once you stop SEO activities. And the answer is quite a simple one: your business will most likely stop ranking in the top search results. Sites that receive the highest amount of visibility are ranked in the top organic spots and in turn, top-ranked sites have the highest click-through rate. To some business owners, the distinction between ranking number 1 and number 3 may be insignificant, when in reality, this small change can have serious effects on your site’s traffic.

Why Your Rankings Are Declining

• Lack of Fresh and Relevant Content: Websites that are updated on a regular basis usually dominate organic rankings. The more you add new content, the more Google and other crawlers will return to your site to index that new content. Remember, “Content is King” so it’s no surprise that if you quit focusing on the quality of your content, your rankings will drop.

• The Competition Never Stops: Search Engine Optimization is a worldwide practice that every thriving business invests in. Think about it, if your website dominates the SERP’s,  then you should know your competitors are following close behind, watching your every move and strategy, and thinking of new and innovative strategies in order to outrank you. If you stop your SEO campaigns, you are giving the competition the chance to overtake you.
• Reverting Back to Bad Habits: Web designers and SEO specialists can sometimes butt heads- that is why it’s necessary for SEO specialists to help designers in the correct direction and point out common mistakes. The advice SEO specialists provide can sometimes clash with what your web designer may see is a necessary aspect of the site design. For a web designer, Javascript is essential for building the best, interactive website; for SEO purposes, Javascript can be a ranking killer if it is not implemented properly. 

SEO efforts should be considered a top priority in your business’s marketing budget, as it requires consistent focus and refining.  When you slow down your SEO activities, you will notice a significant drop in rankings, traffic, and ultimately sales. Staying up-to-date with search engine optimization strategies and your site’s rankings is crucial if you are looking to boost your brand’s presence. If you’re looking to build a comprehensive digital marketing campaign to grow your business, then turn to the SEO service team at IBIS.