SEO Marketing – Avoid the Over Optimisation Trap

You know you need to optimise your website for best visibility in the Search Engines, but can you take SEO marketing too far in your quest for Search Engine domination?

Over optimisation of your website in SEO marketing campaigns is different to knowingly using black hat SEO techniques and wilfully ignoring the Search Engines guidelines to artificially boost your Search Engine rankings. However, being too diligent and over optimising your website can also result in a drop in Search Engine rankings. We show you how too much of a good thing can hurt the optimisation of your website and when to say stop.

Think of your reader: Remember Search Engines don’t buy your products or hire your services, people do. Make your keywords flow naturally and blend cohesively with the content. With Search Engines becoming more sophisticated, keyword density should be a thing of the past. In your SEO marketing strategy, use related keyword phrases in place of your targeted keywords in some instances to make your copy seem more natural and seamless.

Variation is the key: A sure fire way to arouse suspicion with Search Engines is to use the same exact keyword phrases in all your on page elements such as your title tag, headings, descriptions and so forth. Try to use different variations of your keyword phrase and in the primary text. This also applies to image optimisation as well. Give each image a unique name that reflects the content on the page.

Deliver what was promised: Your on page elements of your SEO marketing campaign should also reflect the content on the page. Search Engines will look at all these elements to try and understand the content on the page and then rank your Web page for relevant keywords. If you do not deliver what is promised by the Search Engines, your visitors will bounce off your page and visit a more relevant website.

Build a natural link profile: Avoid creating a link profile with too high a ratio of targeted keywords. If you use too many internal links with anchor text containing your target keywords, you may find your Search Engine ranking may actually drop. Search Engines want to see a natural link profile so create anchor links with related keyword phrases and elements such as your company name, domain name etc.

Build backlinks progressively: A sudden influx of thousands of links can raise a red flag with Search Engines and may cause your ranking to drop. In your SEO marketing program, create backlinks from a wide variety of sources and build them gradually over months not weeks. The websites you are linking to must also have high authority and be trustworthy, quality websites which are related to your industry.

Avoid duplicate content: You may have various websites and while it may seem like a great idea at the time to copy and paste from one website to another, duplicate content is a no no in the eyes of Search Engines. Search Engines have a preference to websites that update their websites with unique, fresh and interesting content. There are tools readily available on the Internet to check whether copy has been duplicated from your website.

Monitor your search results: Your SEO marketing aim is to progressively improve your rankings for targeted keywords. With organic Search Engine Optimisation, it may take up to three months for a new website or Web page to start ranking. Don’t expect to appear on page one from nowhere. If you see a sudden ranking drop look for possible over-optimisation issues and without doing anything drastic, de-optimise.

Remember the end goal of SEO is conversion so keep your eye on the prize and don’t lose focus on providing an optimal user experience on your website and interesting and engaging information about your products and services. Contact us to find out more about SEO marketing and how to walk the fine line between good SEO and over optimisation of your website.

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