Entrepreneurs have to do the hardest thing in business, and that’s competing with the big boys on a budget. Usually, this would be impossible, but SEO has leveled the playing field in recent years. As a result, SMEs and entrepreneurs around the globe are placing a lot of faith in search engine optimization. Unfortunately, that is a problem. When done properly, it’s a fantastic tool which will get results. However, if done poorly, it’s more harmful than helpful. The question is: are you over optimizing? Here are the signs that you are and how to turn the situation around.
Too Many Keyword Anchors
Probably the biggest mistake businesses make is to use the keyword within the anchor text. Let’s start by saying that it is a legitimate strategy, but only now and again. A perfectly optimized site will only have one or two links that use specific key terms. The reason is that more than a couple starts to look spammy, and that’s when the search engine algorithms dock points. Once you have one keyword anchor link, avoid using another one. Instead, try and fit in terms which relate or have similar connotations as this is a clever loophole.
Too Many Keywords
In the past, filling a page with as many keywords and phrases was an acceptable practice. In fact, not only was it acceptable, it worked. However, Google and other search engines developed and evolved over the years and took SEO along for the ride. Nowadays, the best SEO tactics have nothing to do with throwing in as many keywords as possible. In truth, they have to be few and far between to optimize a website. The trick is to check the site for any overuse of keywords. If you find it, change them to something different to make it appear more organic.
Smart Links Over Deep Links
You want people to visit your site, but specifically want them on the home page. After all, this is where all the information is because it’s the gateway to the rest of the site. The problem with this mentality is that the ratio between smart links (homepage) and deep links gets skewed. In layman’s terms, all the visitors are directed to one page when they need leading to a variety. Otherwise, it weakens the site’s link profile. As a rule, try and go for 50/50. If that’s difficult, don’t go any higher than 65/35.
The external links are as important as the internal ones. Why? It’s because you have a duty to add value to the reader or customer. Toxic links not only fail to add any value, but they make the user experience worse. As the name suggests, any external sites that carry bugs or dangerous pop-up ads are in this category. But, so are dead links. These are links to pages that don’t exist anymore, which is why you need to do some maintenance. By checking out which links are still active and which aren’t, you can weed out the toxic ones and find a replacement.