5 Factors to Avoid When Optimising a Website

5 Factors to Avoid When Optimising a Website

When optimising a website, it is easy to fall into a few negative traps. An article written by Jolina, from Online Marketing expresses how there are 5 prominent factors, which one can follow in order to avoid falling into these tricky traps and get the most out of your online advertising campaigns you are investing in.

Maintain open communication between your Web Developer and your SEO Client Manager

When building or redesigning a new website, huge benefit can be found in maintaining open communication with your SEO company. Your SEO company can help work with you to build a website which is enjoyed by your potential clients, portrays your brand, and has an SEO friendly back end system. Designing a new website is a team effort having both the web developer and the SEO team’s input will ensure your website looks great, is user friendly, converts business into leads and sales, all at the same time has great potential to get a lot of exposure within the search engines.

Stale content

When writing content the best way to satisfy and impress the search engines is to continually add fresh and unique content to your website. By doing this, Google sees that the website is being monitored, where up to date information is constantly being provided for the visitors. Website needs ongoing care and attention to stay proactive, for a company to maintain the leader in the industry they must have a dynamic and proactive website that is continually updated. Thinking literally, why would Google want to send their searches to a stale website that has not been updated for months opposed to a updated and fresh website? Google values websites who provide new content for the searches to read and will rank you accordingly. A stale website will only keep your website successful for the short term and will limit its potential to grow and become the leader in the long term stages of the website. Don’t let your competitors out write you or succeed you in key word phrases!

Engage in poor analytics packages

It is advised to run two analytics programs on your website with one of them being a Google Analytics program. Often websites have analytics packages which do not provide comprehensive data. In situations like this, if you have one or more packages, with one being Google Analytics, you have the opportunity to look at unique capabilities and observe the campaign from different angles. You can also look at the two packages and use the best data from each to help inform decisions. Also in the event of analytics loss you can then have back up data to ensure important information is not lost..

Focus on particular phrases

It is important not to get carried away with the desire to get a particular keyword ranking. Sometimes people determine the success of an online campaign by a particular phrase or keyword because they ‘think’ it is will increase business not because data will predict it will drive traffic. Therefore we should not cling onto a keyword for potential success. As you express your desire for a particular keyword to be ranking to your SEO firm they will want to achieve this for you, where ideally your SEO firm should be investing time and energy on rankings that will drive traffic and increase the overall success of the campaign.  Determining your success to only one keyword will limit your return and dilute your SEO campaign and potentially prevent you from achieving you campaign goals.

Limiting success factors

It is important to ensure your SEO, PPC, PR campaigns, TV ads, pamphlet and any other marketing groups you are investing in are aware of each other. There are many ways each initiative can benefit and learn from the other, but if they do not communicate together exchange is unlikely to happen. For example, your PPC partner and your SEO partner should be in communication exchanging information such as, high converting key phrases. The information can benefit both campaigns and save time and money.

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We’ve been in the digital marketing field for over 18 years and worked with hundreds of Australian (and international) businesses to grow their web presence. Specialising in SEO, search ads (PPC), social media, content marketing, email marketing and conversion rate optimisation.

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