Once upon a time, SEO was understood as the preparation of a certain amount of material generously seasoned with keywords, albeit at the expense of readability or even the rules of the language. Then the search engines announced a boycott of this approach, insisting at least on the grammar and content of the texts. Then, materials that were spammed with keys began to fall under the filters. Now it’s not only the quantity, but also the intersection of key phrases between the pages of one site.
In other words, SEO is getting smarter and more focused on the interest, benefit, even the liking of the reader. That is not a reason to give up optimization. But it makes no sense to use the old approaches. Although many still abuse them. And this is a mistake, because with each new update, “old-school” optimization becomes not only less effective, but also more dangerous in terms of the prospects of the ban.
How to eliminate such an unpleasant probability? It’s time to get rid of classic mistakes while competitors continue to take risks. These errors can lie in different planes:
- content content;
- link building organization;
- indexing settings;
- technical design of the page in relation to the factors of behavior of a specific audience of readers;
- using webmastering tools.
Here’s a look at the top content bugs.
By the list
According to the latest research, more than 42% of sites that are classified as “for people” continue to use:
- surface rewriting and copy-paste;
- texts without editing (that is, with errors, sometimes unforgivable for the level of the brand that publishes the material);
- “Crooked” key phrases inserted into the article without adaptation, which significantly reduces its readability;
- “Doubled” lists of key phrases for different pages;
- service pages of sites as landing pages;
- texts without structure and tags / meta tags;
- high-frequency key phrases;
- splash pages (splash pictures that the reader lands on instead of the main page).
All this makes it difficult to collect organic traffic. Therefore, it must be deleted. Especially on old trust resources, which are updated without a clear regularity of publication.
What should be done?
How to fix the situation, minimize the risk of being banned and get more sympathy from readers? First, review your site structure and create your own keyword lists for each page. Where these phrases are too close in meaning, it is necessary to combine the pages, and not reduce the number of keys, as most do.
It is often useful to get rid of a large incomprehensible splash screen than vice versa. In fact, this “heavy” video or photo content not only slows down loading, but also provokes visitors leaving the page. It is really appropriate in extremely rare cases.
The third point: keys and their number. Don’t abuse it. Or mix commercial phrases with informational ones. It is better to create your own content for each format.
To exclude technical errors that lead to duplication of material, it is necessary to canonize the URL and prohibit for indexing those pages that a priori are not intended to collect traffic. Most CMS provide such functions.
Rewrite and copy-paste
When using rewriting, you should follow 2 simple rules:
- make it deep;
- “Run” materials through the editor or check for errors yourself. There are a lot of services that will speed up and simplify this work. Meanwhile, search engines are taking an increasingly tough stance on illiterate material.
It is clear that it is high time to give up the banal copying of publications. It not only harms the reputation of the resource owner, but according to any search crawler, it is a crime against quality content. That is, it will not bring results.
As the experience of 2020 shows, regularity of resource updates plays a growing role in Google. In the sense that rarely updated sites very quickly “slide” down in the top of the search results. With the exception of large brands, it is true, but with them the situation is somewhat different – considerable funds are constantly invested in their development and promotion.
The rules for effective, but not so expensive promotion look like this:
- At least once a month (and preferably once a week), new materials should be published on the pages of selling resources.
- The data should be updated every 2–3 months (statistics should be updated in review articles, for example).
- If you don’t publish often enough, you should at least encourage your audience to visit the site. Then the search engine will not see a reason to reduce its (site) positions.
Information pages as landing pages
On all information (content) resources, frank optimization of category pages looks like manipulation to the search engine. This is not worth doing. It is better to create an extra landing page for a promotion or competition than to “catch up” traffic to pages that are obviously not interesting to the general reader.
The exception to this rule is online shopping. On them, the categories are visited and interesting to users, therefore they can act as landing (optimized) ones.
Five must-do conditions for SEO to work
In addition to all of the above, you should keep up with the times. That is, to correspond to the obvious requests of the audience of Internet resources. First, speed up the loading of all pages (and test it in all popular browsers). Secondly, finally, to optimize the site for the screens of mobile phones.
True, there is an important clarification for the last requirement: the adapted pages should not only look presentable on the smartphone display, it is also important that all their functional buttons are where the reader is used to seeing them. To achieve such an effect (so that the new design does not alienate regular visitors) is not as easy as it might seem. Testing is appropriate here before making a final decision. Or although the survey after the design change.
Third, you need to work with an extended semantic core. That is, to advance not only in high-frequency, but also in phrases of medium or low frequency. Keys with the so-called long tail or long tail give high efficiency today.
Fourthly, check all images for “weight” and correct loading. Sometimes it’s better to sacrifice a good picture than to lose visitors tired of waiting for it to appear.
Fifth, it’s time to prioritize the content of the materials (useful tips, expert advice, interesting reviews, relevant slices or descriptions), and not the technical part of optimization.