In the ever-evolving realm of digital marketing, SEO is a critical tool for small businesses looking to increase site traffic and amplify their online presence. But beware! Not all SEO tactics are beneficial—some outdated strategies can actually backfire.
Dive into this article to uncover outdated SEO practices you should ditch right now and discover actionable tips to improve your strategy.
Understanding Google’s Algorithm
Before diving into the practices you need to leave behind, it’s essential to understand why they are no longer effective.
The main reason is that Google’s algorithm has evolved significantly over the years. It continuously adapts and improves to provide users with the most relevant and high-quality search results.
In the past, keyword stuffing, link buying, and other black hat SEO techniques were prevalent and could easily manipulate search rankings. However, as Google became more sophisticated, these tactics became obsolete.
Google Search’s Primary Goal
Google’s primary aim is to deliver the most relevant and high-quality content to its users. The search engine giant continuously updates its algorithm to better understand user intent.
For small business owners, this means that the key to SEO success is evolving alongside Google’s algorithm.
Several times annually, Google implements comprehensive changes to its search algorithms and systems, known as core updates.
Google’s August 2024 core update aims to enhance search result quality by prioritizing genuinely useful content over content created solely to rank well in search.
What does "genuinely useful content " mean, exactly? It refers to content that provides the best answer or solution to a specific query.
For example, if a user types in "how to choose a mattress," Google will prioritize sites that offer in-depth and unbiased information on choosing the best mattress rather than those trying to sell a specific brand.
Google is the most used search engine worldwide, so ranking well on it should be on every business owner’s to-do list (Source: Statista)
6 Outdated SEO Practices
Now, let’s dive into the SEO practices that you should leave in the past.
Keyword Stuffing
Keyword stuffing involves loading a webpage with a particular keyword in an attempt to manipulate the site’s ranking in Google’s search results. This strategy was highly effective in the early days of SEO when algorithms were less sophisticated.
Why It’s No Longer Effective
Today, keyword stuffing not only fails to improve your ranking but can actually harm it. Google’s algorithm is now intelligent enough to detect and penalize the overuse of keywords, viewing it as a form of spam that degrades user experience.
What to Do Instead
Focus on creating high-quality, natural content that addresses the needs and questions of your audience. Use keywords organically within your text and include synonyms and related phrases to make your content more varied and engaging.
The same principle applies to SEO titles and meta descriptions: one keyword is sufficient. Instead of overloading the reader with keywords, focus on writing concise titles and meta descriptions that highlight the benefits for the reader.
Buying Links
In the past, buying links was a quick and easy way to boost your website’s authority and rank higher in search results. Websites would purchase links to create an illusion of credibility and relevance.
Why It’s No Longer Effective
Google’s update put an end to this practice by penalizing sites that engaged in link buying. Today, such tactics can lead to severe penalties, including being removed from search results altogether.
What to Do Instead
Earn links naturally by creating high-quality, shareable content. Engage in guest blogging, collaborate with influencers, and participate in industry forums to earn organic backlinks.
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Content Duplication
Duplicate content refers to blocks of text that appear in multiple places across the web. This can confuse search engines and dilute the ranking power of your pages.
Why It’s No Longer Effective
Google aims to provide the best user experience, and duplicate content can hinder this by offering the same information in multiple places. This can lead to lower rankings and even penalties.
What to Do Instead
Create original content that offers a fresh perspective on your topic. Use tools like Copyscape or Grammarly Plagiarism Checker to check for duplication and ensure your content is unique.
With Copyscape, you can also search for copies of your page on the web
If you must use similar content, employ canonical tags to indicate the original source. For example, your website might have regional versions that lead to duplicate content, like a piece available for both the USA and the UK. It could be accessed through different URLs but is basically the same in language and content.
Focusing Solely on Search Engines
While SEO is important, it’s crucial not to lose sight of the end goal — serving your audience. Content that is overly optimized for search engines can come across as unnatural and unengaging.
How Google Considers User Experience
Google uses a metrics like bounce rate, time on site, and click-through rate to see how happy users are and how well a website is performing.
Bounce rate tells us how quickly visitors leave a site, while time on site shows how long they stick around. Click-through rate is about the percentage of users clicking on a specific link.
Content that’s informative, engaging, and easy to read and navigate usually does better in search rankings.
What to Do Instead
Focus on crafting valuable content for your audience by addressing their needs and interests (more on that below), rather than just targeting search engines. Use natural language to make your content more relatable.
Buying Expired Domains
Some website owners buy expired domains, hoping to use their pre-existing authority and backlinks for SEO purposes. While it may seem like a shortcut to success, this tactic can lead to penalties or even being banned from search results altogether.
Why It’s No Longer Effective
Buying expired domains is considered spam by Google and violates its terms of service. Such websites are often used for malicious purposes, making them a red flag for search engines.
What to Do Instead
Buy a custom domain for your store to strengthen your own brand. It’s super easy, especially with an ecommerce platform like Ecwid. You can even let AI suggest domain name ideas to speed up the process.
Generating a domain name with AI in an Ecwid store
Site Reputation Abuse (Parasite SEO)
Parasite SEO refers to creating low-quality pages on high-authority sites and using them for link-building purposes. This tactic exploits the trust and reputation of established websites, but it’s not a sustainable or ethical long-term strategy.
Why It’s No Longer Effective
Google has cracked down on parasite SEO by devaluing these types of links and penalizing websites that participate in this practice. It can also damage the reputation of the host site.
What to Do Instead
Focus on creating relevant content for your own website, and use legitimate tactics like guest blogging to earn backlinks from reputable sources.
Discover more about what Google defines as spam by visiting Google Search Central.
What Exactly Creating Valuable Content Means?
Google advises that crafting "helpful, reliable, people-first" content for users is critical to achieving high rankings in search results. But what precisely does that mean?
Creating valuable content means producing high-quality, original, and informative material for your target audience. It should offer a fresh perspective, address their needs and interests, and provide value to the reader.
To create valuable content, you must understand your audience’s pain points and tailor your content to help solve their problems or answer their questions.
An FAQ page is one of the ways to answer common customer questions
For example, if you sell coffee beans, you can create a blog post on the best brewing methods for different types of coffee. This not only showcases your product but also provides value to your audience by helping them improve their coffee experience.
Your content should also be engaging and easy to read or watch so that it captures the attention of your audience. For example, incorporating visuals and breaking up text with headings and bullet points can make your content easier to read.
Readers should be able to find an answer to their questions in your content. For example, if they type in "the difference between cold brew and iced coffee," your blog post should clearly explain the differences between the two instead of just mentioning them briefly or making users read 3,000 words just to find the answer buried at the end of the post.
How to Check If Your Content Is Helpful
When posting content on your website, here are some questions you might want to ask yourself. Checking your content against these can help you determine whether what you’re creating is helpful and reliable.
- Does the content give a solid, complete, or thorough rundown of the topic?
- Is the content sharing fresh info, research, or analysis?
- Does the content offer information that goes beyond the obvious?
- If the content uses other sources, does it go beyond just copying or rewording them and actually adding original insights?
- Is the main heading or page title giving a clear and helpful snapshot of what the content is all about?
- Is the main heading or page title free from exaggeration or shock value?
- Is this the page you’d want to bookmark or share with a friend?
- Does the content offer value compared to other pages you find in search results?
- Are there any spelling or style issues with the content?
- Does the content look well-made, or does it come off as sloppy or rushed?
Other Common SEO Mistakes
Apart from using outdated SEO tactics, there are common mistakes that can harm your search engine rankings.
Ignoring Mobile Optimization
With mobile usage surpassing desktop, having a mobile-friendly website is no longer optional. Mobile optimization is a ranking factor, emphasizing the importance of a seamless mobile experience.
An online store should be easy to navigate on mobile devices
Importance of Mobile-Friendly Websites
A mobile-friendly site improves user experience, reduces bounce rates, and increases engagement. Google prioritizes websites that perform well on mobile devices, giving them a higher ranking in search results.
How to Optimize for Mobile
Ensure your website is responsive, meaning it adapts to different screen sizes. Optimize images and reduce load times to improve mobile performance. Use Google’s Lighthouse tool to identify and fix any issues.
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When selecting a platform for your website or online store, opt for mobile-friendly options, such as Ecwid by Lightspeed. A responsive website, by default, ensures that your online business is accessible to customers on any device, leading to a better overall user experience.
Overlooking Technical SEO
Technical SEO refers to optimizing your website’s infrastructure to make it easier for search engines to crawl and index your content. It plays a crucial role in website performance and user experience.
Common Technical SEO Issues
Common issues include broken links, slow load times, and poor site architecture. These can hinder search engines from indexing your site and negatively impact user experience.
How to Address Technical SEO Issues
Conduct regular audits using tools like Google Search Console and Screaming Frog. Fix broken links, improve site speed, and ensure your website is easily navigable. A well-structured website enhances both user experience and SEO performance.
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Another way to improve your site structure is to use custom slugs.
A slug is the part of the URL that comes after the domain name. For example, in the URL "store.com/products/plush-toy," the slug is "plush-toy."
Customizing your slugs with keywords instead of random characters allows you to create URLs that are clear and easy to understand both for humans and robots. This simple change can significantly impact your search engine rankings.
Some ecommerce platforms, like Ecwid by Lightspeed, let you easily create custom slugs for your products and categories. Learn more about it in the article below.
Read more
To Sum Up
Let’s sum up what we’ve talked about above:
- Focus on creating high-quality content that answers the questions and needs of your audience
- Use natural language and avoid over-optimization
- Engage in ethical link-building strategies
- Maintain a well-structured, mobile-friendly website
- Prioritize user experience by ensuring your site is easy to navigate, loads quickly, and offers valuable information.
Take action today to audit your website and ensure it aligns with current SEO best practices. Your small business deserves to shine online, and with the right strategies, you can achieve just that.
The post 6 Common SEO Practices You Need to Leave in the Past first appeared on Ecwid | E-Commerce Shopping Cart.
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Anastasia Prokofieva, Khareem Sudlow
