Google’s primary objective is to provide their search users with the most relevant results. That’s why their algorithm not only boosts rankings of websites based on best practices, but will actively push sites using shady practices or ignoring SEO altogether to the bottom rung of the search engine results pages (SERPs).
Page one of Google search results is prime real estate, snagging 71.33 percent of all organic search clicks. Get your listing above the fold, visible at any position 1 through 5, and you’ll ensure you get 67.60 percent of that traffic. For comparison, pages two and three combined only get 5.59 percent of all clicks, while positions 6 through 10 on page one have a click through rate of 3.73 percent.
If you want to rank highly in Google SERPs and increase your online conversion rates, read on to learn about some of the SEO faux pas your business should avoid.
Not optimizing your Google My Business (GMB) listing
Whether you’re missing vital information, list incorrect or false info, or have duplicate listings, Google’s search bots take note. GMB listings are increasingly important for local SEO, especially since Google’s Possum update places an increased emphasis on a business’ proximity to the search location. The following are major no-no’s if you want to show up in local search results:
- Using a PO box or UPS mailbox in place of your actual address or missing the address altogether.
- Only listing an 800 number as area codes confirm your business’ location much like zip codes.
- Incorrectly placing the map marker.
- Not including your hours of operation.
Not protecting your site from hackers or malware
Beginning in 2017, Google put increased emphasis on website security to ensure the privacy of their users would be protected. That’s why if Google bots detect the presence of malicious software or indications that your site has been hacked, your website will be pushed to the bottom of the search results. Taking steps to safeguard your website, such as obtaining an SSL certificate, can significantly increase your chances of earning one of the top spots in Google’s SERPs.
Keyword Stuffing
Every business should have a list of keywords, or descriptive phrases, that describe the range of goods and services they offer. Including keywords throughout your website helps search bots determine the relevancy or usefulness of your content to search users. The closer your keywords match the user’s search inputs, the higher your rankings.
Some businesses, however, believe that all they need to do to get to the top of the page is indiscriminately sprinkle their website with popular search terms. This is not the case. While search bots cannot comprehend text as well as human beings, advances in technology have allowed them to understand, to some extent, context. If, for example, a software technology firm wants to rank highly, randomly referencing Kim Kardashian throughout their content will only negatively impact their rankings.
Google’s ranking algorithm is constantly evolving. Unfortunately, Google keeps the exact elements under wraps to protect trade secrets, instead providing basic webmaster guidelines. Lists of positive and negative ranking factors are actually the product of SEO marketing experts’ observations based on data analysis. That’s why businesses ought to turn to the professionals to leverage the power of online marketing.
If you’d like to maximize your business’ online exposure with SEO best practices, get started with your fast, free website SEO audit now! Social Spice Media will help your business achieve above the fold, page one rankings to boost conversion rates.
