Search engine optimisation (SEO) is not a once off cheap process that can be done with a click of a button. It’s an expensive process that should be ongoing and the reality of it is that if you are in a competitive market, SEO could become very expensive if you want to be effective.

SEO is by far one of the best investments you can make on your website and marketing campaign. It’s not a nice to have anymore, but a must have as it’s becoming more crowded everyday online. With this, it’s good to drive traffic to your website, but it’s bad if this traffic isn’t converted into sales or conversions. What are the obvious things you should look out for in your SEO campaign?

SEO mistakes to avoid

Un-targeted traffic: Is your website generating the wrong traffic to your website? Your SEO should be focused around specific keywords and phrases especially long tail keywords to drive targeted traffic to your website that are likely to convert. Don’t focus on optimising your content and pages on just 1-2 keyword phrases. Be specific and focus on the intent of the keyword phrases your visitors will use to browse to your website.

Bad SEO: Google is a living breathing algorithm and hundreds of changes are being done on it’s algorithm every year. Why? To provide their users with the best user experience possible. With this, Google is penalizing websites that are spammy and that will not cause a good UX for their users. Use only quality content on your website and build links where it looks natural. Spammy tactics might work in the short run, but will fail to yield positive results.

Conversions: If your website doesn’t produce conversions, what is the point of having one? Do you want your visitors to contact you? Buy or fill in a lead form? Do you want them to subscribe to your newsletter? Have specific call to actions and guide your visitors on the right path so that you can increase your conversion rate.