The characteristics of successful search engine optimisation (SEO) constantly change. What was able to get your website to page one on Google last year might see you punished this year. As such, we’ve outlined some out-dated mistakes to help all tradespeople better optimise their businesses online.
You’re an expert in your trade. You know all of the different procedures, technicalities and terminologies, but does your target audience?
It’s a common mistake for tradespeople to get lost in their own jargon. Phrases/words such as “backflow”, “fixture” and “bleed key” might all seem familiar to you, but they’re likely unrecognisable to your target audience. In their simplest form, keywords are what people type into search engines in order to find a tradesperson – “Electrician in Birmingham”, for instance. That’s why it’s important that you get the keywords right in order to get noticed by the right people at the right time.
How many times should a keyword be used in order to get a page noticed and more importantly, how much is too much?
Whilst keyword density should be anywhere between 0.5% and 2.5%, it is equally important to ensure that the end-piece is readable for the end-user. If a piece of content is unreadable, visitors will quickly click away from your website, significantly affecting the bounce rate. The higher the bounce rate, the more likely that search engines will consider your website to be spam.
Lacking Quality Links
Links can help search engines determine the popularity of a website/page by looking at the number of pages pointing to it. They can also help search engines determine the authority and trustworthiness of a website/page by assessing the types of links. Below, are some of the most common mistakes of link building:
- Out-dated links – Old links lose significance over time.
- Link neighbourhood – Links to other spam websites can reduce the trustworthiness of your own website.
- Reciprocal links – Linking one website and having them link back to you for the sake of a link will be picked up by a search engine’s algorithm and punished as a result.
- Buying Links – Do not buy links from a network! Search engines will find out and it will instantly impact the trustworthiness of your website and negatively affect SEO in the long-term. Always source links organically.
Lots and Lots of Average Content
Fresh content can expand a website, allow you to get noticed from more places and show your customers that you’re passionate about what it is that you do. However, there is a huge difference between average content and great content.
- Word count – It’s important to make sure that every page of your website has a decent length of content, at least 300 words.
- Poorly written content, or duplicating content either from your website or somebody else’s can seriously damage your SEO. Search engines will always favour the original creator.
- Avoid keyword stuffing, as described above.
- Share it and make it shareable – Shared content gains traction and as discussed above, can help your website build links with other websites, furthering its SEO.
In short, remember quality of content over quantity of content.
Join Expert Trades
Implementing SEO correctly is imperative if you want your website to get noticed. Whilst these common mistakes are quite widespread across the trades industry and are highlighted heavily across the web, they are still relatively easy to make. It’s important that trade experts take their time when designing their website; or better yet, you can join thousands of other likeminded tradespeople today and we can do the hard work instead!