SEO companies are in high demand, and with more mainstream media exposure of SEO, it’s not likely to subside anytime soon. Many companies that embark on an SEO campaign unknowingly sabotage the efforts of the hired search engine optimization specialists. The following list includes a few common techniques that business owners and IT departments are doing to ruin their SEO campaigns.
Demanding High Rankings With No Changes To The Website
Long term, sustainable search engine rankings are achieved through an equal mix of technology and updated website content. Any ethical SEO company will generally turn down work when told by a client that under no circumstances can any visual or written content of a site be changed. The search engines determine site content largely by the text and images contained within the site. Many companies do not want to hear this after spending a small fortune on a web designer. The fact is that your visually appealing flash based site will not achieve high rankings for a variety of keywords without substantial changes. This truth can hurt, but so can the cost of lost opportunities.
Updating Website Content Without Consulting Your SEO Company
A simple and innocent update or addition can have a devastating effect. A common mistake is made when webmasters add a graphic or text that is not in alignment with your search engine optimization campaign. Detrimental code changes, accidental structure changes and publishing old content over revised are a few common problems that SEO companies track and monitor on a daily basis.
Linking To Other Sites
Reciprocal linking is a common tactic for seach engine optimization. Inbound links are essentially counted as positive votes for your site, and a trade off between sites does not necessarily indicate that these sites are advocating one another. Worse yet, if you actively link to a site that becomes penalized, your site in return can become penalized as well. This is not to say that you should never link out to other sites, especially if those outbound links are of great value to your visitors. Your SEO company should frequently review your outbound links, ensuring that none of the websites are using questionable SEO practices.
Trying Your Own SEO Tactics
This is ultimately an SEO company’s worst nightmare. When clients begin to see great results from the campaign, they may believe by pitching in and helping, they could accelerate the results. While intentions are admirable, this is usually a task that creates devastating effects to an effective SEO campaign. A typical SEO campaign consists of page elements, behind the scenes factors, linking strategies and many, many more facets. If your SEO company were to explain exactly how everything worked and why it was important, your SEO campaign could very well take years.