What NOT to do: common enterprise SEO mistakes you should avoid
The absence of errors on all sites is a utopia. But when the naked eye notices errors on the sites of major brands, it becomes really scary.
And if you dig deeper, you can be shocked – the errors are so primitive, that it’s hard to believe how could a site of a large and famous company contains so many bugs and errors.
In this article I will give examples of sites of the large companies – leaders in their niches, having analyzed the basic and critical errors which directly influence usability and conversion of a web resource.
Enterprise SEO mistakes in content creation
1. Duplication of content. Usually, this happens due to the technical features of CMS. For example, the same content can be displayed on the publication page, category, and label pages. This problem is solved by canonizing the URL and prohibiting the indexing of service sections of the site.
2. Content theft. If you fill the site exclusively with other people’s publications, you violate the requirements of search engines.
3. Publication of poor quality content. If you publish non-unique content, create content without added value, offer the audience irrelevant materials, it negatively affects the metrics of resource efficiency.
4. Content reoptimization. Stuffing texts with keywords could get your website banned.
5. Ignoring different types of content. Users and search engines welcome sites filled with good texts, unique and high-quality images, infographics, video infographics, and other types of content.
6. Unreadable content. Users will not waste their time trying to read hand-to-understand articles on your site, and search engines will notice their discontent and deprive the resource traffic.
7. Cannibalization of keywords. If you specifically use the same “keywords” on each page of your site, the sanctions will follow.
8. Creating different pages for similar texts in terms of keywords. Users search for “keto diet online” and “online keto diet” have the same intentions. They do not need different landing pages.
9. Unregular updating of the site. If you do not publish new materials useful to the audience, the relevance of your resource falls daily. Search engines take this into account.
10. The use of service pages as landing pages. For example, bloggers often try to optimize category pages: buy backlinks to them, create SEO-optimized texts. Search engines see this as manipulation because in most cases category pages are not interesting to users. Sites of online stores and large content projects can be considered exceptions. In these cases, users can indeed start surfing from category pages.
11. Lack of metadata: title, description, keywords, robots.txt. They are necessary for people and search robots.
12. Lack of adaptation for mobile traffic. Search engines deprive visitors of resources that are inconvenient for viewing on smartphones and tablets.
13. Low site load speed. The users like it when a resource downloads quickly.
14. Lack of alt attribute in img tag. Text description makes it easy to index images and is displayed instead of an image if the user saves traffic.
15. Focus on high-volume keywords. Today it is more effective to work with a wide semantic core.
16. Lack of user-friendly error page. Use the 404 pages to your benefit. Provide the opportunity for the user to go to the main page or use the search form.
17. Insufficient attention to content creation and excessive attention to technical SEO. It is better to create and publish a new article than endlessly digging into the code, installing unnecessary plug-ins and trying to manipulate the output.
18. Creating a Flash website without an HTML version. This approach will not please mobile users and search for robots.
19. Lack of optimization for local search. This primarily concerns the sites of organizations working offline.
20. The use of too large images. Photos with high resolution look great on the screens of desktops. However, mobile users will not be happy with them. Visitors who do not have access to high-speed Internet will also be unsatisfied.
21. Using splash pages. They are not needed by users, so search engines do not like them.
Enterprise SEO Linkbuilding mistakes
22. Buying links on stock exchanges. This is one of the safest ways to get search engine sanctions.
23. Automatic or manual site registration in directories. Search engines believe the appearance of dozens of backlinks from catalogs as a sign of manipulation.
24. Automatic or manual posting on forums to get links. This method of linking is hopelessly outdated.
25. Commenting on do-follow- blogs. If you leave several comments on different platforms, nothing terrible will happen. However, you can not count on increasing the credibility of your site.
26. Links in the footer of sites. If you create sites, provide Internet marketing services, your partners will often refer to you. Search engines are fine with such links. If you sell auto parts or write about finance, the appearance of a large number of links from the footers to your site looks suspicious. If the footer links are not covered by the no-follow attribute and have anchors with keywords, you may get sanctions.
27. Guest posting. Google Engineer Matt Cutts does not welcome the use of this tool to obtain links. But you can publish guest posting for other purposes.
28. Press releases. Google has included links in press releases in backlinks sharing schemes. However, you can publish press releases and not receive sanctions.
29. No relevant outgoing links. Don’t be afraid to include links to authoritative sources that are open to indexing. Natural Link Building is a two-way street.
30. Abuse of links with optimized anchors. If search engines see a lot of links to your site with anchors like “order cheap promotion of the site”, you’ll get sanctions.
31. Abuse of non-anchor links or links with non-informative anchors. This paragraph refers to both external and internal links.
32. Using URLs that are inconvenient for humans.
33. Lots of broken links on the site. Check the resource for this problem from time to time. Use the Free Link Checker or a similar tool.
34. Selling links from the site. Search engines punish both buyers and sellers.
Problems with indexing in Enterprise SEO
35. Incorrect robots.txt file. If you do not want to close some pages or sections of the site from indexing, just do not fill this file.
36. Ban on indexing the site in the administrative console CMS. Sometimes the resource owners temporarily prohibit indexing and then forget to cancel this.
37. No site map. Without it, search robots index the site incorrectly.
38. Incorrect use of noindex tag. Site owners usually use it to prohibit the indexing of widgets, counters, outgoing links. All content published between <noindex> and </noindex> tags remains inaccessible for search robots.
39. Using attributes none and noindex in the meta tag of robots. These attributes prohibit indexing the page by search engines.
40. Lack of links to a new site or page. If you recently created a site, make sure it is referenced by several other resources. If you have created a new section or page on an existing site, make sure it has internal links, including navigation elements.
41. Absence or misuse of redirects. For example, site owners often use redirect 302 instead of 301. This problem is misleading for search robots.
42. Incorrect error message processing. If a user goes to a non-existent address, the site must return the 404 code and redirect the visitor to the error page.
43. Using several H1 level headers on the page. This is misleading for search engines.
44. Ignoring SEO when you change designs. Updating the site may result in the loss of important data.
Ignoring user interests
45. An excessive number of advertising blocks, banners, or links. Do not publish more than three blocks on a page.
46. Disguise advertising as the content of the site. You may suffer twice. First, context advertising systems will deprive you of payment. Second, search engines will lower the site’s payout.
47. Publication of content that is invisible to the user. This manipulative technique threatens you with sanctions.
48. The attraction of untargeted traffic. If your site is dedicated to Forex trading, you do not need visitors who are looking for the best foreign exchange deposit terms.
49. Lack of functionality and unsatisfactory usability of the site. The user should be able to solve his problems without thinking about how to get to the right section or fill out a form.
50. Chase the “puzomericks”. If the site owner thinks not about user satisfaction, but about the values of TIC and PageRank, he is trapped in an “old-school” SEO.
Incorrect work with webmaster tools and analytics systems
51. Wrongly set code. The code for analytics services is set between the <head> and </head> tags. Make sure you add the actual code.
52. Incorrect bounce rate. Google Analytics counts a failure if a user has viewed only one page of the site. This error rate needs to be clarified.
53. Focus on metrics, not user interests. Google Analytics reports need to be analyzed in the context of your website’s marketing effectiveness.
54. Incorrect choice of promotion effectiveness indicators. If you have recently created a website, all you have to do is follow the basic indicators of marketing campaign effectiveness.
55. Behavioral metrics tweaks. It’s a good way to get sanctions.
Wrong expectations from social media
56. Attempts to influence the position of the site using posts and “likes” on Facebook. Links from the world’s largest social network do not affect the issue.
57. Publication of links to influence the authority of the site. By announcing materials on social networks, you can attract traffic. If social links have an impact on the authority of a resource in terms of search engines, this impact is minimal.
58. Ignoring social networks. The presence of shoring buttons, social plugins for commenting, and authorization make the site more convenient. Announcements in social networks increase the attendance of the resource.
Bonus: major Enterprise SEO error
It lies in the wrong promotion strategy. If you want to attract traffic by any kind of manipulation, wait for trouble. You may become a skilled manipulator, but search engines will always be at least one step ahead of you.
If you attract traffic by taking care of the user’s interests, success will come. Of course, you will make technical mistakes. However, choosing the right strategy will help you quickly eliminate inaccuracies and boost your project.