SEO marketing – Common mistakes Part 2

Not monitoring your analytics

You have gone to a great deal of trouble to follow the rules and create a coherent, spell-checked, grammatically-correct website that advertises your wares to their best advantage, and you have SEO-optimized your site as well. Why would you then neglect to measure your website’s usage data?

Your primary business marketing tool is your website. Your second most important tool is monitoring that site. If you do not know how your site is working, if, indeed, it is working, how will you know what to change or amend? How can you improve, if you are not aware of what you have done wrong? Granted, reading this blog is an excellent start, but in the long run, you need to pay attention to your pages. What works? What doesn’t? Who is visiting? Are they your target audience?

You can set up automated weekly reports to give you this information. You also need to analyse which keywords and phrases are being converted into site hits, and which are not, and, even more importantly, which ones convert into actual sales, please ensure that, at a bare minimum, you have Google Analytics and Google and Bing Webmaster Tools configured for your website.

Turning off crawler access

‘Crawlers’ or ‘spiders’ are automated programmes that search for new webpages to add to the databases of the major search engines (called this because they build the web – geddit?!). It is possible to ‘turn off’ your site, so that crawlers cannot see it.

We find it hard to imagine why anyone would do such a thing, when the whole point is to get your site seen by as many people as possible, but it is quite common. Please ensure that you have not accidentally blocked crawlers and spiders from seeing your pages, because otherwise all your hard work will be for nothing!

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Summary

Hopefully, if you have read this far in our two-part blog on SEO mistakes, you will now be a much wiser and more SEO-savvy website owner.

There are many layers to SEO management, including content design, textual analysis, analytics and so on.

Regular monitoring and amendment of your site is vital to avoid bad links, broken links and errors creeping in.

New blog posts and newsletters will generate fresh visits, and keep your customers interested, whilst at the same time reminding them that you are interested in them on an ongoing basis, as well.

Obvious clangers, such as spelling or punctuation mistakes can be avoided if you hire a professional proofreader to give your site the once over every so often.

This is a very cheap and effective way of avoiding making a fool of yourself and, more importantly, making one of your business.