RSSM Digital NPAworldwide Edition March 2020 | Page 20

3. FORGETTING ABOUT KEYWORDS
Keywords are something to always keep in mind when you are writing content. There is
a line between keeping keywords in mind and just carelessly filling the content with your
keywords. Going back to number 5 on our list, you want to make sure you are writing about
what is of interest to your target audience. You do not want to take this to the other extreme
where you only focus on keywords. Now, looking back at our running shoe example; you do
not want to write, “When running you need a great pair of running shoes. Running shoes
help a runner run much better.” This is not an interesting read at all, and people will click off
the page once they start reading the content. This will affect your standing for Google as
well.
4.
TALKING TO NO ONE
Think about who you want to target and write content they want to read. Most people do not
want to read a long advertisement for your company. While it is very important to have con-
tent about what you do and who you are, that should not be the only thing you write about.
Create content about things in your field that you have special expertise in. Bring value to
the table so people want to learn more about you and what you do.
5.
NOT REGULARLY CLEANING YOUR
BACKLINKS
Building good SEO is not a “one and done project.” One of the easiest things you can do
is check all of the links on your website and make sure they work. This will help the user
experience because nothing is more frustrating than when you think you found the informa-
tion you are looking for just to realize the link does not work when you click on it. This does
not go unnoticed in the Google algorithm as well. On top of this, you want to make sure you
clean the content on your website because there is no reason to have outdated content. For
example, you do not want content that is titled “The Best Running Shoes of 2015” still on
your site today because it is no longer relevant.
The difference between good SEO practices and bad SEO practices is not a huge jump. It
is all about going the extra mile and thinking about how you can create a better customer
experience on your website.
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