Search engine optimization (SEO), Philippines-oriented or any campaign implemented worldwide, is not without difficulties. Even the experts experience the challenges from time to time especially every after an algorithm (before Google announced Panda would be real-time). However, one cannot afford not to do SEO because its value is immense and profound.

When doing SEO, however, you need to do it right. Do you what mistakes you must avoid in 2017, 2018 and beyond? Let’s explore the answers.

SEO mistakes to avoid

1) Not learning the ranking factors

Okay, Google does not publicize its more than 200 ranking signals and factors. However, it provides a comprehensive list of guidelines that you should ponder on to determine how to do your campaign properly. The guidelines are not found on one particular channel. Instead, you may learn about these factors by reading Google blogs and watching Matt Cutt videos.

Bottom-line, you will only know what you must optimize your website for if you have a clear grasp of the factors that Google itself is looking for. Failing to learn these ranking factors and signals will render your optimization efforts useless.

2) Not optimizing the on-page enough

SEO is an umbrella strategy wherein it includes on-page and off-page techniques. For the latter, there are specific elements at the page level that you can tweak to make it as search engine-friendly as possible. These factors include meta tags, permalinks, texts and images among others.

After knowing the ranking factors, it would also be futile if you won’t reflect these site-wide. Even when your link building strategies are above par, these won’t be as valuable as when your on-page is not that neat.

3) Ignoring internal links

Internal links are as important as backlinks not just from a ranking perspective, but also when it comes to user experience (UX). You cannot deliberately ignore this opportunity to increase your site’s page views and users’ time-on-site. Not doing it also means inefficiency in spreading link juice across the website.

Instead, do internal linking effectively by learning some of the best practices. First, use natural anchor texts than using just about any keywords (that’s stuffing) when linking. Second, link to highly relevant pages, also known as deep pages, other than your homepage and contact us page. Third, include up to three internal links for every content you publish.

4) Sourcing links from non-credible sources

Speaking of link building (or link earning, more appropriately), it can be a boon or bane. Links help your readers gain more knowledge provided that you link to the right resources. The opposite happens when you link to sites with a shady reputation, at least from the perspective of Google. When you do this, the credibility of your website is somehow affected because Google may think that you are doing the same shady practices or simply black hat SEO.

Then again, backlinks must be earned not solicited. If you are going to scout for a potential backlink, make sure that you are getting from the right sources. What you can do now is to check your toxic links now and remove them. You may use Google Analytics, Ahrefs or other backlink analysis checker online, although the first two will suffice. In the future, avoid adding a link from these sites.

5) Not using analytics tool

Data is essential to determine where your SEO campaign is directed. This cannot be emphasized enough. Already mentioned above is Google Analytics, which you need if you want to track the performance of your website and know which areas to improve on. If you are not going to use a tool to determine your site’s progress, it can cost you more than expected when your site eventually failed.

Plug your website into any analytics tool of your choice. It’s okay to use Google Analytics because it’s free and provide you with insights on your site-relevant data, helping you in coming up with an SEO plan to ensure higher rankings and higher traffic volumes.

6) Duplicating own website

Copying doesn’t only occur between two sites, lifting one site’s content and publishing it as your own on another site. Some site owners are also guilty of duplicating their own websites. This happens when you use duplicate title tags, meta descriptions and heading tags. If two pages or more are targeting the same keywords, that’s also keyword cannibalization, which is a no-no for SEO.

Think unique. This is one way to stand out from the pact aside from having Google favor your website. With this, check your Google Search Console for duplication issues and rewrite where necessary.

In 2017, 2018 and beyond, your SEO goal should be having an evergreen campaign. Yes, Google may introduce updates from time to time and even real-time. But if your website is as white hat as it should be, then you won’t feel nervous when the search giant releases a new update. In connection, avoid the mistakes noted above. And if you are doing some of them now, reverse and do what’s good instead.