Even if you’re implementing the majority of Search Engine Optimization (SEO) best practices, you might find that your digital campaign is not taking off or you’re not achieving desired results. Perhaps, it’s time to look at the things you’re doing wrong. An underperforming SEO campaign might be dragged by mistakes.
Here we take a look at some of the most common B2B SEO mistakes that you need to undo. Check out your current SEO practices to spot any of these errors and ultimately improve your SEO efforts.
1. Keyword stuffing
Keyword targeting is a vital part of the SEO B2B tactic. However, this should be done with utmost care as overstuffing your content with keywords will do more harm than good. Repetitive use of a keyword, especially when it’s unrelated, decreases the value of the content. It should be emphasized that the quality of the content is more important than the number of keywords. Hence, keywords should be used naturally and not forced. Creating quality content with effective keywords will help in your SEO campaign.
2. Broken link
What could be more frustrating than getting the dreaded “404 Page Not Found” error? Internet users have a very short attention span of just around 8 seconds. In case they encounter this annoying prompt, chances are they will never attempt to refresh the page or even consider rechecking the website. Broken links also greatly affect the algorithm that search engines use. As a result, your pages will be marked negatively as well as your ranking. So, it helps to check all links before posting content.
3. Duplicate content
Ever heard of plagiarism? That’s a big no-no in SEO. Not only is it illegal, but it also leaves a negative impression on your website. The original content owner might sue you and ban your page from their domain. Over the years, search engines have become much smarter than what we know. They can easily detect plagiarized content. Internet domains protect their reputation by flagging sites that post duplicate content. For sure, you don’t want that for your website.
4. Old, rehash content
A common B2B SEO mistake, obsolete content hinders search engines from picking up your website. Search engines are made of a sophisticated algorithm that consistently searches for up-to-date content. If you have older content, they would rank your page low. This makes it important to keep your posts fresh. Ideally, you should update content weekly.
5. Low-quality links
When doing link-building, it is not enough to just stuff your content with links. According to B2B SEO agency Miromind, quality supersedes quantity. Linking to pages that are irrelevant, not credible, and have poor page rank will affect your SEO campaign. Choose authoritative sites, blogs, and contents when inserting links. Search engines count the number and quality of links within a page. This helps determine the quality of the content.
6. Duplicate title tags
In an attempt to be picked up by search engines and rank high, many SEO B2B businesses use repetitive title tags in their content. Instead of helping, this works against the page as search engine crawlers fail to properly index the page. The use of unique title tags enables search engines to categorize your page faster. This also helps make your content look relevant and fresh.
7. Failure to use analytics
Regularly evaluating analytics is crucial to a successful B2B SEO campaign. Analytics can guide your SEO strategy. However, many businesses roll out their SEO strategies without analyzing their data. By using available data, you can identify pages that are getting more visits and those that require improvement. It can help you decide on future strategies to implement.
8. Wrong keywords
Optimizing the wrong keyword can hurt your B2B SEO campaign. You need to optimize keywords that your target audience is looking for, and not the keywords that talk about your services. Focus on their needs and not your expertise. Keep your keywords aligned with the terms they use and try to keep the keywords specific. Targeting several keywords might generate more page views but might not necessarily result in a higher conversion rate. Spend time researching and evaluating the best keywords to optimize.
9. Failure to check page performance
After optimizing your pages, make sure to check the page’s performance (such as through Google Analytics.) You want to know whether the optimization worked by increasing organic page visits. It is important to continuously check your page performance. You should also track the number of visitors completing your Call-to-Action and the leads generated. This allows you to measure the effectiveness of your SEO tactics.
10. Not optimizing for mobile
Just like everyone, business decision-makers are increasingly turning to mobile for all their online needs, including services or products their business needs. As such, optimizing your pages for mobile for B2B SEO is vital. Failure to do so leads to a major missed opportunity. By keeping your website PC and mobile-friendly, you can capture a broader audience. Aside from ensuring that your website ranks high on mobile searches, you also ensure that your audience would have an easy time going through your site.
Categorize your page visitors based on the platform they used. Compare the data based on the following items: number of visitors, duration on site, pages visited, bounce rate, exit rates, engagement, and goal conversions. If you see a huge discrepancy between mobile and desktop visitors, then you need to revisit your site’s mobile-friendliness.
These are just ten of the many B2B SEO mistakes that many businesses commit. Evaluate your SEO performance to see if you are missing out on any of these. It is often difficult to spot these missteps as you might have been doing it for too long and don’t find them faulty. By changing these errors, you can improve your SEO campaign and its results.