Positioning is a long-term process that consists of many different optimization elements, including technical SEO, as well as content creation and internal and external linking.However, there are many pitfalls on the way to success and high positions in the search engine.Find out about the 14 most common mistakes in positioning and learn what to do to avoid them and achieve the expected results.
Positioning basics – the most common mistakes
1. Positioning error: You quit SEO after 2 months because you can’t see the results
Positioning is a long-term process that generates profits only after some time, and not immediately after the implementation of activities. Usually, the first results – in the form of increased visibility and traffic growth – can be expected after a few months, and an increase in revenues even after one or 1.5 years of cooperation, which is confirmed by the stories of our clients. If you give up your cooperation quickly, you may have spent your money in vain, and the investment would pay off in a while.
Solution: Want to see the SEO effects? Do not make the mistake of the competition and do not give up after 2-3 months, but focus on a long-term strategy and constant optimization of the website or store website.
2. Positioning error: You choose mismatched key phrases
One of the common positioning mistakes is choosing the wrong keywords, for example, mismatched to the type of business. Phrases that are too general, with broad meaning, which do not precisely define users’ expectations, do not bring conversions either. It is not worth positioning yourself on phrases such as “dresses” or “car care”, because they do not specify the expectations of users. It is not known whether the person entering the phrase “dresses” in the search window is looking for a specific model of the outfit, or whether he or she wants to know which dress fits a specific type of figure. A much better keyword would be the phrase “plus size long evening dresses”.
Solution: In order to select the appropriate key phrases, it is worth tracking what queries on Google are generated by users interested in the services or products in your industry. Think about what your potential customers expect, what problems they are struggling with and how you can help them solve them. For this purpose, you can use SEO tools that analyze competitors’ websites and user preferences and suggest the right words. They have a high chance of generating conversions and a great potential for increasing traffic.
A great solution is also the positioning of long tail phrases, i.e. those composed of several words that exactly meet the user’s expectations, and also build valuable traffic, even if they are not very popular.
3. Positioning error: You are skipping local positioning
Local positioning is activities aimed at obtaining high positions in the Google search engine for queries related to the user’s location. They are distinguished by less competition, as well as higher revenue potential and easier positioning. It is a mistake to omit positioning in Google maps, which in a niche industry can generate more traffic to your site and increase conversion quite quickly.
Solution: Do you run an online business? Choose local positioning and get to know users who are looking for your services and are nearby. Create a Google My Business listing and optimize it. Thanks to this, your website will have a chance to appear in the “local pack” section, which is in the search results of Google maps that appear above organic results.
4. Error in positioning: You forget to analyze the effects of positioning
Are you investing in positioning, but you don’t verify the effects of your actions? This is a popular one made by people promoting online business using SEO. However, in order for positioning to actually increase visibility, traffic and income, you should check on an ongoing basis whether you are promoting the website or store for the right key phrases, whether there is actually an increase in position and whether the organic results channel generates conversions.
Solution: Regularly analyze the positioning results using SEO tools. The most popular and free tools are Google Analytics and Google Search Console, thanks to which you will learn:
– what traffic and number of conversions is generated by the organic search results channel,
– what inquiries make users find your website,
– whether the investment in positioning pays off and whether the organic search channel is generating income.
SEO errors in the field of technical optimization
The process of website positioning also includes technical optimization, i.e. actions on the website aimed at informing Google robots about its content, as well as creating a user-friendly website. What SEO mistakes to avoid regarding the technical aspects of the website?
5. Positioning error: You are not optimizing meta tags
Meta tags, otherwise known as meta tags, are elements of the structure of a website that inform Google’s robots about its content. Meta tags include meta title and meta description – they are visible in search results for both algorithms and users. Lack of metadata optimization or duplication is one of the most common mistakes in positioning.
Solution: Complete the metadata for each subpage in such a way that it is attractive to search engine robots and users, as well as original. Optimize your page title and create an attractive description that includes key phrases as well as a call to action (CTA). Also, avoid using site-wide automatic meta tag creation tools to eliminate duplication.
6. Positioning error: You are not optimizing your photos
You do not optimize photos and graphics on your website or in the store? This is a mistake! Each photo on your site should contain an alternative description. Why? Because search engine algorithms are not able to “read” images by themselves and they do not know what is in them.
Solution: You can inform Google robots about the content of the photos by supplementing them with an alternative description containing key phrases. This way, you also have a chance that the image from your website will be in high positions in the search results of Google images.
7. Error in positioning: You omit the appearance and the way the website works
Positioning is activities aimed at both the expectations of Google robots and users. Therefore, it is a mistake not to optimize the way the website works and its structure and appearance. Its lack may increase the bounce rate, reduce website traffic or increase the number of abandoned carts.
Solution: Find out how to optimize the website in such a way as to provide the best user experience. To do this, you should:
– implement the mobile version of the website or choose a responsive website,
– work on the speed of the website, which you can verify in the PageSpeed Insights tool,
– take care of UX in positioning,
– plan an intuitive website structure (extensive tree of product categories in the store, appropriate structure of offer pages, etc.),
– simplify the purchasing process in the online store,
– optimize URLs – they should contain the name of a given subpage or category,
– implement the AMP (Accelerated Mobile Page) protocol, which increases the speed of pages displayed on mobile devices.
8. Positioning error: You are not redirecting or constructing wrong redirects
Do you have 404 pages on your website or online store without redirects? You should eliminate them, because the user, disappointed with the lack of the product, will not complete the transaction and you will lose revenue. Some online entrepreneurs, in the absence of a given product, redirect to the home page, which, according to John Mueller from Google, is also a wrong SEO strategy. How to create user-friendly and SEO redirects?
Solution: If the product is not available in the online store, you can redirect the user:
– to a subpage of a similar product or a thematically related subpage,
– to a page containing a few selected products.
It is also worth taking care of automatic redirects – links leading from other pages to our website may not display a 404 page. Such an SEO strategy in the field of redirects will avoid errors and will support positioning and sales in the online store.
Internal linking SEO errors
9. Positioning error: you are not optimizing the anchors
Anchor is the content under which there is a link on your website. A common positioning mistake is not optimizing anchors. Content such as “click HERE” or “MORE” does not support the SEO strategy and is not user-friendly.
Solution: How to optimize anchors to be an effective support for positioning? Their content should inform the user and Google robots about the subpage to which we link. Examples of properly optimized anchor texts are:
– “women’s dresses”,
– “online store positioning”,
– “go to the bank’s website”.
10. Positioning error: You are placing too many internal links on one subpage
One of the SEO mistakes you can make when deciding to position your website yourself is placing an excessive number of internal links on one subpage. “Link stuffing” can be harmful as Google crawlers may consider it spammy.
So what can you do to make internal links help our positioning strategy, not hurt?
Solution: The linking strategy should include placing internal links naturally, to thematically related subpages. For example, in an online store with phone accessories, on the subpage for phones of a specific brand, you can place links to accessories that match them – cases, tempered glasses or chargers of a given manufacturer.
Avoid SEO mistakes when it comes to content creation!
Many website and online store owners run the risk of dropping Google search results due to content creation errors. Learn about the activities that should be avoided in a content marketing strategy.
11. Positioning error: You create a lot of content, but you don’t analyze its effectiveness
A large number of texts on the blog or extensive content on the offer subpages do not have to bring the expected results. The very creation of content for positioning is a mistake. What should be done in order for content to bring measurable results?
Solution: Focus not only on content creation, but also on analyzing its effectiveness. For this purpose, you can use free Google Analytics and Google Search Console tools, as well as paid ones. Thanks to them, you will learn whether the articles are popular or contribute to the increase in conversion – sales in the store or inquiries.
12. Positioning error: You saturate the content with keywords
Keyword stuffing has long been unsuccessful, and yet it is one of the SEO mistakes that keep repeating. Currently, the content created for positioning should contain not only key phrases, but also elements important for the user. All because Google’s algorithms are more and more advanced and they understand the intentions of potential customers better and better.
How to create content for SEO to avoid the phrase saturation error? Discover effective solutions:
– Use key phrases in moderation and naturally,
– Use synonyms,
– Include key phrases in your content in an altered and unaltered form,
– Take care of the substantive aspect of the content created and supplement it with information relevant to your recipient.
13. Error in positioning: You are skipping blog content
If you are not creating a blog, you are making a mistake that could prevent you from achieving your SEO goals. All because the blog:
– allows you to build the image of an expert in the industry,
– it enables the increase of traffic on the website and in the online store,
– supports conversion and sales,
– it is an effective advertising channel for products available in the store (e.g. by internal linking to specific categories and products).
Solution: Don’t waste your time and money – create a blog and share knowledge with your potential clients!
14. Error in positioning: You create blog content on topics that are not related to your offer
Just blogging is not enough – you also need to know how to create valuable content. One of the common mistakes on blogs is constructing content that is not related to your offer. Since customers have entered the car rental blog, they are definitely looking for information about renting, not car care.
Solution: To avoid SEO errors in your content marketing strategy, create content related to your offer that will support the sale of services or products. If you run a passenger car rental, write about the advantages of renting, how the rental procedure works and what you should take care of to feel safe. Avoid content related to services that you do not offer, focus on what you specialize in.
Avoid the mistakes of the competition in the positioning strategy and achieve high positions in the search engine!
Positioning is a process involving many activities, and at each stage you can make mistakes that will prevent you from achieving the desired results. Therefore, before starting any work, it is worth finding out what mistakes should be avoided and what to do to get high positions in the search engine. Decide on comprehensive marketing activities, think not only about search algorithms, but also user expectations. Take care of the intuitive website structure and technical aspects, natural internal linking and use the full potential of the content