Chances are, you’ve done a lot of research about how to go about building your business’s website and blog. You’ve probably found endless information regarding tips, ideas, and strategies to use while creating a successful company website. This article covers the top four things you should never do when building a business website.
1.) Don’t start a company blog without strategically planning your content
It’s true that adding a blog to your business website can do a lot for your company’s reach, engagement, SEO, and customer acquisition. That doesn’t mean that you should just start blogging without a carefully crafted content plan, however. To get the most out of your business’s blog you’ll want to complete all of the following tasks for each post you write.
- Clearly define the intent of the blog post. Is it meant to provide value to your customer base in the form of a tutorial or informational article? Is the post created specifically with the intent of generating social shares? Are you creating a piece of cornerstone content that other businesses and online publications will link to?
- Research and target specific keyword phrases. At least one main, unique keyword or keyword phrase should be targeted for each piece of content you publish. You want to use keywords that are high-volume, lower competition and have a high potential click-through rate.
- Be sure that each piece of content you create is uniquely valuable. Your posts should provide value to your website visitors. They should also be markedly different than what is offered by your competition. Common ways to create value is to inform, teach, or entertain. By publishing high-quality articles, you’re upping the “shareability” factor of your content, increasing the likelihood that your posts will generate social shares.
2.) Don’t create many pieces of content that compete for the same keywords
Keyword cannibalization can occur when you have multiple pieces of content that are targeting the same keyword or keyword phrase. The pages will compete with each other in search results, which isn’t good for your site. You’ll want each piece of content on your website to target a different main keyword. If you already have multiple pages ranking for the same keyword, here are some steps you can take to fix the issue.
- Decide which of the pages on your site that rank for the keyword in question will continue targeting that keyword. Pick one page only. Alter the URL to include the keyword.
- For the remaining competing pages, rework the content, meta description, and image alt attributes to include a different keyword.
- Create internal links throughout your website with anchor text that matches the targeted keyword of the page being linked to.
3.) Do not use inconsistent brand imagery
Your company’s graphics and other design elements should have a consistent look and feel. An essential element of good brand recognition is high-quality branding that differentiates your business from others in the same industry.
4.) Never buy or build spam my backlinks
Google and other major search engines have evolved from years past and can identify when a website is attempting to abuse backlink creation strategies. Avoid spamming blogs and websites with links, it will backfire on you and negatively impact your search rankings. Also, be aware of what sites are linking to you. It’s good to receive a backlink from an authoritative, high-quality website, but you should understand the difference between good backlinks and bad ones. Do not build links out to low-authority sites and get malicious, low-quality backlinks removed.
Building a high-converting website that ranks highly is not a simple task. By making sure that you aren’t making these common mistakes you’re potentially saving yourself hundreds of hours and thousands of dollars. Undoing bad content marking and SEO strategies can take a long time that you may not have.
by: Sia Hasan