5 Fatal Flaws SEO Marketing - Interview
As well as ensuring that you use all of the best practices, you need to avoid SEO marketing’s biggest mistakes. Here are the 5 fatal flaws SEO Marketing:
Search Engine Optimization (SEO) is crucial for any company in today’s online business world. Without good SEO, there is no way potential new customers or clients will find your business through their Google and other searches. Without good, no, great SEO you cannot build organic ranking that drives traffic to your site.
1. The Site Has Bad Architecture
If you have a website that isn’t organized very well, the search engines cannot make sense of your site. If you are using paid tools to boost traffic you are wasting money. There is no way someone is going to stick around for too long. Visitors might become confused by various navigational menus and links, and they might have a hard time finding what they are looking for. Instead of trying to figure out the layout of the site, they will simply leave it and look elsewhere.
TIP: If you have a high bounce rate that could, in part, be because of poor site architecture.
2. There Are A Lot Of Technical Errors On The Site
On-page errors are a big no-no. By on-page errors, we mean things like broken links, duplicate pages, missing alt tags or missing page titles. Duplicate pages are another error that occurs on many websites, especially e-commerce sites. Missing or duplicate page titles (meta titles) occurs when the page creator doesn’t give each page a title, creates a duplicate page. That results in Google penalties. Too many penalties and you are in danger of losing organic gains.
Free SEO error audit - click to see your site's result
TIP: If you have an e-commerce site or if you are using templates for new pages, be sure that each has its own unique title and tags.
3. The Content On The Site Isn’t Up To Scratch
If you don’t include any useful content on your site, or your range of content is limited, or you don’t add fresh content often, then it will be difficult to improve your SEO rating. Every piece of content and copy on a site needs to be authoritative and unique, and it also needs to be made up of a sufficient number of words. One way to guarantee that your content is plentiful and unique is to add your very own blog to the site. But remember that all your content needs to be readable and relevant to your audience as well.
TIP: People read differently on the internet than offline. In addition to content be topical for your readers, split it up into short paragraphs and bullet or number points that are very easy to read.
4. The Site Isn’t An Established Authority
No matter what your content or blog is about, it’s important to come across as an established authority on the topic. The best way to do that is to create content that ties together and supports your keyword objectives that further your business goals. This embodies the principles of the business and the values that push it forward. Thinking about content that can help you create keyword-rich and relevant content for your own site.
TIP: For example, if your main keyword is handcrafted chocolate, your main content would be for that keyword and the supportive content would talk about different kinds of chocolate, how you make handcrafted chocolate, what is special about it, etc.
5. The Site Has Poor Quality or Few Backlinks
You need to ensure that the links to your site (known as backlinks) are from top-quality websites. If they come from spam or junk sites, your own website’s SEO will suffer. The best way to ensure that you receive quality backlinks is to get your content featured on other sites and get people talking about you. Highly established sites will then notice your business and its website, and they will then want to link to you on their site and in their blogs.
TIP: Once you have a library of great content, consider paying for some of your blogs or reviews to appear on sights like the Huffington Post.
Read the full transcript below.
*Listen to the 5 Fatal Flaws SEO Marketing interview above
Stephie: This is Dr. Stephie Althouse, CEO of Top-Notch CEO, and your host today at Top-Notch CEO Geek Radio. As you may know by now, we geeks remain top experts who are both very passionate and extremely knowledgeable in their craft. Well, it's our pleasure, my pleasure to bring back to you Robert Donnell from P5 Marketing. He is an absolute expert in SEO Search Engine Optimization. Welcome back, Robert.
Robert: Glad to be here Dr. Stephie.
Stephie: So, I was talking with some of my geek friends. They're visionaries, innovators, top experts of different flavors, and the question came up. If you were to work on your own search engine optimization, what are the flaws that you can run into? What can go wrong? Let's talk about the 5 Fatal Flaws SEO Marketing. So are you up for that Robert?
Robert: That works beautifully.
Stephie: Okay, so let's start with flaw number one. What's the first of the 5 Fatal Flaws of SEO Marketing? The one that you need to address first.
Robert: I think it's a site having bad architecture. So what I mean by that is the site itself, you know when somebody comes on, what will they see? It's not organized in a way that clearly lays out who you are and what you're about, what your passions are and what you're offering more importantly and what you're providing. Though I think that then the reason why I like that tip more than any is that it makes good sense even if you don't do SEO right, you want a website that's cleanly organized and visitors know why they're there and what you want from them.
Stephie: So luckily what you would do to intrigue people and what you will do to intrigue Google or Bing I guess to find you online happen to be the same.
Robert: Happily, and it's almost always true by the way. They want you to just present the content that you have interestingly and engagingly and the better job you do the more people they're gonna send you as referrals.
Stephie: Beautiful. Okay, so then let's go to number two of the 5 Fatal Flaws fSEO Marketing. What's the number two flaw?
Robert: A lot of that number two is technical errors. You'll hear people talk about on-page errors and so it's things like broken links, missing page titles and descriptions, duplicate page titles and descriptions. And by the way, if you don't have any page titles of descriptions they're all duplicates because nothing is duplicated by another nothing on every page. It's important to have good page titles and descriptions that relate to your keywords, which is how you tie your technical errors back to your missing technical errors and tie it back to your site architecture.
Stephie: So even though Robert is giving us here this information, I have to say to you the geek listener here, this gets somewhat tricky pretty quick or somewhat labor intensive does it not Robert?
Robert: It does, I mean but if you have a site with 15 or 20 pages this isn't gonna be that hard but, if you had a site with hundreds of pages that all had the same errors it's a lot more work. It's good to get started early.
Stephie: Right. So you need to know what to do to fix those technical errors and use some kind of software to find the technical errors in the first place.
Robert: There are some free tools like Google Analytics and Google Webmaster tools. They're free you just need to hook them up to your website. Alternatively, there are things like SEMrush, semrush.com, which charge a monthly fee for that somewhere north of $99.00 a month.
Stephie: Okay, great. Well then let's go to the third of the 5 Fatal Flaws SEO Marketing. What's that?
Robert: The third one is really having a lack of useful content or very little content. I think a lot of people when they first set up a website they'll write you know 80 to 100 words of description on a page and let it go from there. That's really not enough content because what Google is looking for is sufficient words and sufficient information where the words on a page actually are unique and authoritative. So, if for example one of my favorite things is if you made handmade Belgium Chocolates, and you had a page on how to make orange flavored chocolate, then you would want to write enough words where somebody who was really into orange flavored chocolate would get what you were talking about and leave your website with useful information. Google can actually measure that and that's where you want to go.
Stephie: Very interesting and actually when you say, I think you said 300 to 1,000 words of unique content per important page so, that seems to be almost a little contrary to some of the wisdom I've heard where people say too short attention span people don't really want to read say a thousand words, more like 300 perhaps. So on the far end of that range and actually for SEO, it's better to have more words rather than fewer words.
Robert: Correct and what I find helpful is it's how you lay out those words on the page that are interesting so a thousand words of block text is pretty off putting to almost everyone so we don't recommend that. We recommend breaking it into a series of smaller paragraphs using bullets, emboldening text is important, inserting images wherever possible and even using video.
All of those things will help those thousand words of unique content become a lot more digestible because, if you understand there are people that are gonna scan the information quickly but there are people that love to read every single word. They absorb the knowledge and they absorb the information, and the longer we keep a visitor on the page the more important Google thinks it is to that person.
Stephie: Right, makes sense yes. Well, we did some interesting work on that together for example for our women in STEM Science, Technology, Engineering and Math geeks, we actually produced together and ended up about 4,000 words and we certainly broke that up into sections with highlights so that people could skim read it if they thought that was too long and we spruced it up with pictures.
Robert: And of course people can always listen to the podcast if they want to in their car.
Stephie: Absolutely. So how about number 4 of the 5 Fatal Flaws oSEO Marketing? What's the number 4 flaw?
Robert: Number 4 flaw really is partially a combination of number one and number three, which is having a site that is not an authority on a limited, select number of cornerstone topics. So, let me go back to number one real quick. So a cornerstone topic really is the foundation of your website. You know the homepage has an emphasis but the cornerstone content is for underlying concepts. Cornerstone content is the principles that guide your business or the principal focuses of your business translated into keyword rich, relevant content for your site. Stephie in your case, you know better than I do. Why don't you tell us what your cornerstones are?
Stephie: Yes so that was actually a very important decision that we made early on as we started to work together. What are the cornerstone topics and keywords? So what we decided on was leadership training and business coaching for geeks by geeks. This is one area so, the keyword for that sort of speak is leadership training. And then the sub specialty below that within that is women in STEM. That's science, technology, engineering, and math. So they're also geeks, it's a subset of geeks and then we've got geeky companies that are employee owned so that is leadership was the keyword is the keyword that we decided on for that. And then we have CEO coaching and of course, that's again under the heading of geeks.
Robert: Right so if you think about your business and now your website, which is pretty well aligned, you have those four cornerstones. I think once we have those established, the next mistake that people make, or fatal flaw that is often made, is that you don't work hard enough to become an authoritative expert on each one of those cornerstone topics. There can be three cornerstone topics or 4 but, you're doing the deep dive work to do follow-up interviews on each of those 4 segments.
You're writing blog-posts, you're writing white papers, you're doing interviews so that if somebody were to come to your women and STEM page, for example, they would see enough information and the search engines would read enough information for them. They find this Stephie Althouse person, is really an authoritative expert on STEM leader support. You go into great length to write about your work supported by your blog, LinkedIn pulse articles, and your social media efforts. This is a concentrated effort across a lot of different channels including your website. It's a serious commitment. That authoritative expertise over time, and it does take time, probably at least six months. You become recognized as an expert outside of the website. Your website becomes recognized as an authority as well and that's where you start to build back links, which is the last of the 5 Fatal Flaws oSEO Marketing.
So let me talk about back links. Back links are votes for your content by other websites. So Dr. Stephie for example, if somebody from Forbes Magazine were to notice your work on coaching women in STEM from your LinkedIn article, then you know it would be transformational for your business. It could be transformational for your website. It can't always be that kind of home run so we're always working on smaller links and smaller contents. We want them to be good. We don't want them to be blocked. We don't want them to be junk. We want them to be real links, from real other websites that think your content's great, and that's the hardest part of all to do because you can't do that if you don't fix fatal flaws one through 4.
Stephie: Well, that's excellent. I love that. So if someone, if our listeners here really took to heart these 5 recommendations for making sure you don't fall into the trap of these 5 Fatal Flaws SEO Marketing, then you're already doing way better than most; is that true?
Robert: Absolutely right. I mean you're doing better than 90 probably 98% of the people out there and what I love about all of that is, the side effects of that are very powerful for you without your website right? So, we're just asking you to be clear in how you present your topic on the website. Be clear in the content and be authoritative in how you write that content, and then make sure that other people like your content enough where they vote for it.
Stephie: So really at the end of the day, the message is really quite simple although it takes definitely effort and knowledge to execute on this. First of all force yourself, and we said this in another interview about the SEO strategy before, to that you've got to be clear on which cornerstone content to even pick that aligns with who you are, what you want to do in the world whether that's your local community or in a larger sense on the world stage, what you want to do and you have a chance to actually stand out online with that cornerstone and those keywords. And from there now you're focused in a way where you have your talents, your passions all aligned with these chosen areas.
Now you can successfully present yourself online and it actually narrows successfully your activities offline and all that then you have the site architecture. You get rid of those technical errors that are really fast to do once you know how. Then you keep producing content and over time you build yourself into this authority and you're recognized as an authority both online as well as offline and it all comes together and after a few months of that, you start to emerge as that guru at the top of the particular mountain that you have chosen. So in my example, we are calling it geek guru. So what would you like to add to that summary? Did I do okay?
Robert: I'm speechless. I don't know what else to say. I think you've said it very well. What I find attractive about what you said is that you wrapped it in a holistic fashion. I think that brings up the point; if you're not clear about who you are and what you want to provide in the world and what you want to do and what you want people to do around you then it's really hard to do SEO. SEO is just simply putting those dreams those wishes that effort into something that the search engines will recognize and help you fulfill on.
Stephie: Excellent. Well great. Okay, one last question and that is so I know you're working with people who are serious about gaining that online authority and really creating a return on investment from that online marketing effort that you're working with them very intently and you are very successful in bringing them to their goals, I know that.
Robert: Thank you!
Stephie: Awesome. Well, I thank you very much and this was again, Top-Notch CEO Geek Radio with SEO Wizard Robert Donnell on the 5 Fatal Flaws SEO Marketing. Thank you.
Robert: Until next time.