You've heard many people talk about search engine optimization and its importance in the visibility of your website. Well, it is vital to your website, but there are certain rules to follow and certain techniques that are important to avoid at all cost. Here we will discuss some of the most common mistakes made by so called SEO 'experts', companies claiming to specialize in SEO, and even your average web developer alike.
The first and probably the most common mistake is improper utilization of the title tag or ignoring it altogether. The title tag is the browser title that appears within your website. It is considered very important by search engines and is used to decipher the relevancy of your site. Therefore, ensure that you do have a title tag and also that it contains your most important keywords and not just a generalized term or your company name. If you want to include your company name, you may do so, but place it near the end of the title, giving your keywords more importance at the beginning. The search engines will decide the importance of each word in your title based on its placement near the beginning.
The second most common error is the misuse or lack of proper keywords. Many companies try to use the moreought after keywords in their meta tags and descriptions in attempt to generate more traffic to their site, but if your company has nothing to do with these keywords, this traffic will be meaningless and a waste of valuable resources. Try to focus on the main topics directly related to your business and your website and find keywords that reflect these, but at the same time, are not overused or too broad in their meaning. For example, if you renovate kitchens in New York City, do not put as your keyword, kitchen, because this is too broad a title and will result in too much competition. Narrow down your keywords so that the traffic generated will be searching for specifically what you have to offer in that area, if applicable. There are also programs and websites that can help you determine good keywords for your site, (ex. Http://www.wordtracker.com ).
Another common practice is known as 'black hat SEO'. This reflects to frowned upon methods used by certain companies in order to push your site to the top of the search engines. These methods include doorway pages, cloaking, spamming, using link farms and linking schemes, as well as invisible text. Doorway pages are 'fake' pages built into the website that only the search engine spiders can see. A different page is seen by the human viewer. These 'fake' pages are typically filled with keywords and descriptions, trying to trick the spider into giving you a higher page ranking. Cloaking is a form of the doorway page technique, in that the content presented to the search engine is different from the content seen by the viewer. Spamming is when multiple keywords are placed in the …