5 Common Mistakes When Creating Content for SEO

Digital marketing and SEO can be intimidating since there are SO MANY ways to go about improving your search engine rankings. And not every marketing strategy is right for your specific business.

It can be easy to get overwhelmed with the information overload that’s being thrown at you from every direction.

What’s even more frustrating is when you THINK you’re on the right path, but are actually hurting your search engine rankings instead.

We know. It’s just not fair.

Creating and publishing content that supports your SEO strategy is complex, and there’s a lot to learn, especially when the answer to all of your questions always seems to be: “Well… it depends.”

The good news is many seo-optimized content mistakes can be fixed easily, and you should know that not only newbies are making these common gaffes, but veteran experts as well!

Here are 5 tips for fixing common mistakes when creating content for SEO.

#1: Don’t Point Every Link Toward Your Home Page

We know after crafting your sales funnel, call to action, and content, it makes complete sense to send all your traffic to your homepage. Here’s the catch – just don’t point ALL of the links you build there.

As SEO experts, we get clients telling us all the time to drive tons of traffic to the homepage. We try to explain this isn’t only a problem, it’s a bad strategy too.

There are many reasons why you shouldn’t send all outside links to your homepage.

One of the main reasons is most OTHER sites have way too many homepage links. So if lots of other people are doing it, then you shouldn’t be.

Instead, develop a good strategy to build links deep and wide across your entire site. 

You took the time to craft content for more than just your homepage, so don’t miss out on the opportunity to spread traffic across those other pages.

Because internal pages need lovin’ too!

A good example of this is Wikipedia, a site that ranks for almost every keyword possible and is among the top 10 most popular websites in the world! 

SEO tools will show you only 1% of their total links go toward their homepage, with the rest linking to internal pages instead.

Here at SCC, we call this “diversifying your link equity” – so that lovely “link juice” is spread all across your site instead of simply tunneling down on the homepage.

This allows users looking for other information (not available on the homepage) to land on pages that are most useful to them, instead of making them fight to find the content they’re actually looking for.

Not only does this improve visitor experience, but if you’ve crafted good content, it builds trust and credibility with your audience as well.

Plus, here’s a bonus SEO secret – the more high-value pages you have, the more opportunities you have to rank in the coveted top positions! By linking deep, you win all around.

#2: Keep Building Links Off-site After You Hit Page 1

You’ve probably heard that SEO is an ongoing process, which requires constant maintenance and adjustment. Look, that isn’t a line your SEO guys give you to convince you to keep paying them!

Some months require more time and effort than others, but it’s pretty much guaranteed that you’re going to need to change something on a regular basis.

That’s why SEO “campaigns” never really end – they just shift focus.

The world of SEO changes constantly, and search engines update their algorithms all the time, so you need to keep up with it (or at least get someone else to do it!)

Now we’re not saying that when you hit the first page you shouldn’t celebrate a little (or a lot!). Take that round of office high-fives, screenshot that baby, and then get back to work developing a strategy to help you STAY in the profitable top position.

Here’s why: Before, Google didn’t really see your site doing anything. Then it did something awesome and is really interesting. If you quit now, Google views your site as not doing anything yet again and assumes you’ve run out of steam and aren’t valuable anymore.

So keep building those links so you remain in the “hot stuff” category of search engines rather than run out of traffic (and money) because you got too comfortable.

#3: Use Blogging As An SEO Technique

We hear it all the time from our clients: “Blogging is a waste of time!”

They think that no one is going to read it, so what’s the point?

Now that’s a whole different conversation, but whether or not you believe blogging brings you more customers and more money or not, you can at least use it as a powerful SEO tool.

In fact, blogging is one of the best ways to increase your rankings and put your marketing efforts to work for you.

Think about it — how often do you update your website pages?
Probably not much since you’re not really changing anything on your “About Us” or “Services” page all the time.

This means your content is just sitting out there getting stagnant – and search engines don’t look favorably on dormant or inactive websites.

BUT – if you post a new blog once a week (or at minimum once a month!) then search engines hear your website saying: “Hey! We’re creating value! Come check out our new stuff!”

Plus – SEO bonus here – now you’ve got more pages to use SEO and rank for even more keywords in your headlines and CTA’s!

A good example of this is HubSpot, which gets over 70% of their traffic from past blog posts. Now that is a lot of traffic for work they did ages ago!

And every time they post new blogs, more new visitors find their site and can convert into customers.

However, this doesn’t mean you should just post any old thing, which brings us to our next tip…

#4: Pay Attention to Content Relevance

A lot of marketers think search engines are stupid. In fact, a lot of marketers think PEOPLE are stupid.

Not true. People (as individuals) are creative, resourceful and innovative. They want to explore and discover – which means you need to show them what you’re selling in creative ways.

You know what makes people really smart? That they demand trust.
They want to know if they’re giving their money to someone or something that’s worth it.

So if you’re creating content that’s not relevant, then people are going to see right through it, and you’ll lose their trust. All your hard-earned new visitors will bounce faster than a Super Ball.

And the search engines? Well, they were made by people. Lots of people. They were made by tons of creative, resourceful and innovative individuals who are not stupid, which is the whole reason you need SEO help in the first place, right?

Search engines are like people in the way that they ALSO seek trust. They determine if your content is trustworthy by identifying it as relevant to what your site is about.

Because the people that run the search engines know that relevant, trustworthy content is what people using the search engines are looking for.

So when you’re creating content to help your website rank – forget about the SEO and just write really great, relevant content that provides value to your ideal customer. You can always go back and optimize it later for your keywords.

Expert bonus tip – basic rules for creating relevant content:

  • Relate it to the topic of your website
  • Give value to the reader
  • Relate to the keywords you’re targeting
  • Relate to any other sites that link to it
  • Improve the quality of your website

#5: Focus on Brand Anchor Text

“Anchor text” refers to the actual words you click on when following a link.

For example: Click here to go to the SCC homepage — the anchor text in this sentence is “SCC homepage”.

It’s common SEO knowledge that you should diversify your anchor text so it looks natural to search engines, but many people overlook a certain type of anchor text called “branded anchor text.”

Branded anchor text is your brand name/company name or your URL

So that link above in the example is a branded anchor text for this website you’re on right now.
So is www.SEOConversionContent.com or seoconversioncontent.com.

Now, you won’t always have control over what anchor text people use when they link back to your site, but when you find your brand name or URL naturally in content, take advantage of that opportunity to link it.

Don’t Stress – Just Publish Great Content That’s Focused Around The Topic Of Your Keywords

Show of hands — how many of these common SEO mistakes are you (or worse, your SEO guy!) making?

The answer? It doesn’t matter.

What DOES matter is that you do something about it!

So make the change and get a competitive advantage over other websites who are probably making the same mistakes.

Which one of these powerful SEO tips are you going to focus on first?

  1. Spread your link equity
  2. Continually build new links
  3. Blog to increase your rankings
  4. Make your content more relevant
  5. Use brand anchor text to link back to your site

Need help getting more traffic to your site by publishing content that’s optimized for your target keywords?

We’re here for you.

Click here to see how we can craft quality, relevant content for your website today!