Friday, April 4, 2014

Common Search Engine Marketing Mistakes

This excerpt is from Snake E-Oil: The SEO Swindle, published earlier this year. Keep in mind that search engine algorithms are constantly changing, and what used to work a while back may no longer work today.

There are many things that can go wrong with SEM techniques, especially those involving PPC. And many of them may actually hurt your search engine ranking.

Remember that just because something worked fine before, it does not mean that it will work well today. Common SEM mistakes include the following:
  • Bidding on the wrong keywords
  • Failing to test which keywords have the best return on investment (ROI)
  • Using highly competitive keywords
  • Misusing keyword match types
  • Failing to target the correct geographical areas (If the majority of your customers are in the United States and Canada, for example, you have to target those markets specifically)
  • Poorly-designed landing pages
  • Sending traffic to 404 pages
  • Sending traffic to irrelevant pages
  • Using bad ad copy
  • Failing to use negative keywords
  • Not being involved in the PPC process (No one knows your business better than you)
  • Using traffic numbers as the key metric
  • Setting the campaigns, and then failing to monitor their performance. Don’t just “set it and forget it.”
  • Buying links in questionable directories
  • Buying followers for social media sites
  • Not using mobile marketing correctly
  • Spinning articles
  • Not having and following a well-defined marketing plan
  • Uploading useless videos to YouTube
  • Not using the right analysis tools
  • Ignoring Bing PPC
  • Failing to use Google Local and Google Maps (if your business also serves a local clientele)

To order Snake E-Oil: The SEO Swindle, visit the Amazon Kindle Store. Only 99¢.