It’s a new year, which means it’s time to evaluate your marketing strategies, and in particular, your SEO tactics.
There were pretty big changes in SEO over 2015, and it’s up to marketers and digital content specialists to not only evaluate and understand these changes but also implement them. Along with the things you should be doing regarding your SEO strategy, there are some strategies that may have worked in the past, yet they’re absolute must not do’s as we launch 2016.
If you find yourself doing any of the following, you may be sabotaging your rankings:
Relying on Press Releases
A press release can be a great piece of communication for businesses, but not when it comes to SEO. If you’re turning to press releases as a form of optimization, you’re ultimately wasting your time that could be better spent in other places.
Keyword Stuffing on Internal Links
Most people are pretty aware that it’s best to generally avoid keyword stuffing in your content, but this rule of thumb also applies to your internal links. Over-optimization of internal links is not only going to be ineffectual in terms of boosting your rankings, but it can do harm as well because of Google Penguin penalties.
Creating Clunky Titles
In previous years, we saw a lot of strange and awkward content titles, because rather than creating a headline that reads well, the goal was to include particular keywords and phrases. Keyword research would lead to certain phrases that were frequently searched terms, and the goal was to put these front and center. The result? Poorly written titles that don’t entice the real reader or even make any sense. Now, it’s best to focus on creating titles that capture attention and flow well.
Not Auditing Old Content
You can’t just start fresh with new content and expect your old content won’t impact your SEO rankings. Yes, evergreen content is crucial, but it’s also important to go through your previous content and make sure all your SEO tactics are updated. You may find yourself correcting mistakes that were once thought of as good practice, and while it is tedious, it’s just as important as posting fresh, new content on a regular basis.
Putting Your Focus on the Most Competitive Keywords
It can be tempting to target the most searched keywords in your industry, but you won’t be doing yourself any favors. Unless you’re a mega-company, you’re probably not going to rank well for these terms. A smarter strategy is to focus your efforts on more specific search terms and longtail keywords as opposed to aiming for those big, general and highly competitive options.
SEO in 2016
Above all else, make it your goal in 2016 to create compelling, new content that’s going to entice readers. With this goal in mind, you’ll also find SEO advantages because search engines are increasingly moving their focus to reward those providers that deliver informative, valuable content.