Over the last two decades, the landscape of digital marketing has evolved significantly. Amid the changing Google’s algorithm and a flood of misinformation floating through the digital marketing spheres, it’s easy to lose sight of basic practices we should adhere to in our own SEO and content marketing strategies.
Your content may be great, but sometimes it doesn’t serve the purpose right. Why? Here in this blog, we are going to discuss some common SEO errors content marketers and bloggers make.
Poor Page Copy
In digital marketing, it’s essential to write for readers rather than search engines. You needn’t show off knowledge with excessive jargon. Keep the content light and write for the readers on the eighth-grade reading level.
In the majority of cases, on-site content isn’t about publishing, but building awareness around a need. It should be spun around placing actionable tips in informational content to provide values.
Content marketing is not only about a branding exercise, but also about marketing tactic. Consistent production of quality content establishes your brand’s ethos and creates your voice as an author. In turn, this settles you as an authority in your domain.
Would you ever want to lose this authority with poor body copy?
Focus on your blog post as a whole. What does a reader experience when encountering your page? Believe in the fact that the average attention time is estimated to be eight seconds. To encourage easy scanability and communicate a clear purpose, optimise your header structure and meta tags.
Always consider using videos and animated GIFs to give your readers a mental break between long paragraphs. For making the use of your white space effectively, you can insert images after every 300 words or so. This will certainly increase your average user dwell time.
Unoptimized Videos and Images
Speaking of poor page copy, many bloggers still ignore video and image optimisation. Unoptimized picture file formats and sizes are the commonest load time mistakes that worsen SEO performance.
All on-site images are needed to be formatted as .jpg, and vector images as .png.
Don’t forget to optimise image alt text to position it to rank in a targeted keyword search. The alternative text refers to a text displayed when a browser fails to show the picture and tells search engines about the content of your image.
When optimising video files, host your video files in a folder and create a video sitemap for search engines to index the videos. You need to optimise the meta descriptions of all video pages with targeted keywords for indexation.
Video marketing can be distributed through different channels, as well as your blog. A recent survey by HubSpot reveals that 43 per cent of consumers want to see more video from content marketers.
Unoptimized Keyword Structure
Despite the emergence of machine learning technology and semantic search, keyword research should be on top when modelling an internal content marketing campaign. All on-site content need to be thematically linked by topics and keywords to the overall business goals.
If the content is covering topics and not keywords, how do we know what users really demand? Without keyword research, how would you know who your audience is or who you are writing for?
Keywords are like the bridge between user intent and transactional content. Content optimised with keywords helps to position individual web pages to rank higher and drive impressions for targeted searches. This makes blog content a lead generator.
For on-site blogs, the focus should be on informal long-tail keyword phrases. Common examples incorporate question phrases starting with how, when, what, where and why.
Other keyword ideas may include actionable phrases often searched for, such as the top “tips” and “hacks” to improve upon some process.
On the other hand, over-optimised content may cross a dangerous line as well. Keyword stuffing will qualify the content as spam. A high keyword density and keyword stuffing obstruct your content’s readability, resulting in poor user signals.
Content marketers and SEO agencies often tell clients about technical and onsite errors they may be making. Sometimes you need to take a step back and analyse your campaigns for greater success in the long run.
So, if you accept that your SEO content strategy is imperfect in the right way, there is an opportunity to refine and improve.