5 Biggest Search Engine Optimization Mistakes

1. Building the Web Site first, Optimizing It Later

Web design and search engine optimization are not the same process, but they are closely connected. Search engine friendly web design is the foundation of search engine optimization. Many business owners consider search engine optimization as an afterthought and hire a web designer or web design company that is unaware of the basic SEO techniques. Very often, the result is a web site that can't be understood by search engines. Optimizing such web sites is very difficult or even impossible. To achieve the desired top rankings, many of such web sites have to be completely redesigned.

Best Practice - It is best to hire a company that has expertise in both web design and search engine optimization.  If you truly want to go with a web design company that isn't up-to-speed with SEO, consult with an SEO expert during the design process.

2. Hiring an Incompetent or Unethical SEO Firm

Choosing the right SEO firm can be a challenge. How do you tell the good ones from the bad ones? Many web design companies offer SEO as an "add-on" service, which is a waste of time and money. Many fly-by-night spammers offer quick "SEO fixes" which use unethical SEO techniques that can lead to serious penalties by search engines.

When you evaluate an SEO firm, here are some of the questions you must ask: 

  • What are the rankings of your SEO firm's web site?
  • Are their client web sites findable at search engines?
  • Do they have good references from satisfied clients?
  • Can they explain in layman's terms what the SEO process is like?

Best Practice - Look for an SEO company that can provide top ranking samples and outstanding references.

3. Falling for "SEO Guarantee" Scam

Any "SEO Guarantee" is nothing but a scam. Many con artists make you believe that they know the ultimate secret of search engine rankings, so that they guarantee you 1st-page, top 5 or top 3 rankings in no time. The truth is that no one can directly change the search engine rankings. Almost all these scammers apply so-called "blackhat" techniques (which include, unethical spamming methods that block search engine rules and regulations, and various attempts to trick search engines). These "blackhat" SEO techniques can cause the delisting of your site. You can be sure about one thing - you will never get your money back.

Best Practice - Stay away from any companies that offer any sort of guarantees.

Search Engines Are the New Yellow Pages

When was the last time you did business with a company you found in Yellow Pages? If you can't remember, you are not alone. Few people bother to flip through the pages to look for product or service providers, while the vast amount of information on the internet is right at their fingertips.

If you are paying $5,000 - $10,000 a month to Yellow Pages to market your company, you are getting ripped off! The publishers of Yellow Pages have known for a long time that their days are long gone. Have you received unwanted solicitations from Yellow Pages salespersons, who desperately pushed you to buy their worthless ads?

Smart business owners always track the sources of their leads and sales. Most of them have seen the slow extinction of Yellow Pages and reallocated their marketing dollars to search engine optimization.

4. Lacking Patience, Involvement or Long-Term SEO Commitment

It is understandable that every business wants to see quick results. It is every search engine optimization company's goal to get their client sites to top rankings as soon as possible.  However, many factors contribute to the rise and fall of search engine rankings, including the web design, content, web site history, competition, and SEO techniques.

Many business owners assume that the SEO company is solely responsible for their rankings, without realizing that it takes a joint effort to make SEO truly work. The SEO process is like training an athlete. As long as the athlete is still competing, training can never stop, otherwise he will lose muscle strength and speed, and therefore his competitiveness. This training process takes time and commitment.

Best Practice - Make SEO a priority of your business marketing, be patient and get involved.

5. Relying on SEO, but Ignoring Visitor Conversion

Getting to the top ranking positions at search engines doesn't automatically translate into sales or leads. Since every business competes for the same traffic, it can get more and more expensive to bring a new visitor to your site. Focusing on search engine rankings while ignoring conversion is like cranking up the air conditioner on a hot summer day while leaving all the windows open. Failure to convert visitors means lost sales and revenue, plus a lower return on investment.

Best Practice - Web design, search engine optimization and web conversion need to be integrated into the overall marketing strategy.