1. Cluttering content on your blog
If you’re at least a little bit familiar with this whole SEO concept, you’ve probably come across a recommendation to create a lot of content. That’s indispensable. You can’t have a website or hope to promote your business without a blog. And that blog has to be regularly updated, with plenty of content.
While there’s some truth to this, let’s stop for a minute to analyze what happens if you go by this “recommendation.” You’ll boost up the pace of publishing, probably to once a day, or a couple of times per week. So you’ll need at least three blog posts per week. You’ll need a lot of time to write those, or you’ll need to hire someone to do the writing. Both ways – expensive! You’ll then slowly start to cut down on quality. You’ll hire writers with less experience and expertise to lower the expenses, or in case you’re doing the writing yourself, you’ll reduce your quality to be able to keep up with such a pace.
The outcome is that your content quality will drop. When it comes to SEO, this is a problem because over time your page rank will drop as well. You’ll find it more and more difficult to get search engines to index and feature your content if they start interpreting signals such as high bounce rate, poor engagement, etc.
How to avoid this issue:
For starters, determine a publishing schedule you’re comfortable with. Don’t set yourself to become a new Huffington post and publish by the minute. That isn’t a realistic goal, nor will it do any good for your blog promotion. Quality should always take precedence over quantity.
2. Focusing solely on writing
This approach might seem a bit contradictory at first but think about it for a second. Content that isn’t optimized is unlikely to be found by the search engines. It doesn’t matter how extraordinary it is. It doesn’t matter that’s the best article you’ve ever written. If it doesn’t appear in the SERP, the audience you’ll reach is somewhat limited. Since you’re promoting your influence or your business through blog content, poor exposure reflects on the low level of promotion. And this is how you fail at achieving your goals, even if you do have the best content out there.
Inability to position such content in the search engines will cost you a lot more than you can imagine. And sooner or later, you’ll lose motivation and start questioning your entire blogging effort.
How to avoid this issue:
Being an excellent writer is a start. This means you’ll be able to create words that hit the target (i.e., address the readers, enable them to relate, entertain them, inform and ultimately engage). Your language is spot on, and now you need to adapt it to the search engines.
You see, search engines speak an entirely different kind of language. They use keywords, tags, and metadata to understand and evaluate your content. Aslo, they use signals such as average time on page, bounce rate, and engagement, to determine how good your content is. They don’t see visual content, but they scan the meta tags to deduct the message conveyed through visual content.
What this means is that your content needs to be adapted to this machine-like interpreting as a lot of article’s potential success relies on this.
Check out this helpful course on blogging and how to succeed as a blogger: Blogging Course, and explore the topic of SEO more closely to discover practices that will transform your writing into search-friendly content.
3. Disregarding internal linking
To understand why this is a mistake bloggers commonly make, you’ll have to get back to the search engines and their processes once again. Search engines discover new content through links. People also find new content through links. For example, if you have a blog post, with no link featured, both search engines and people will probably leave having read the content.
On the other hand, if you have internal links, you’re more likely to engage the visitors. Having internal links on the page will enable the visitors to click through them and find more of your content. Search engines will do the same. They will discover more content to index and show in the search engine result pages. In terms of SEO, so-called “link juice” is transferred from popular pages with high page authority to less popular pages using the process of internal linking.
Internal linking also helps to associate certain pages with specific keywords. These keywords are used in the hyperlink anchor text. Make sure you use varying anchor text. For example, when you link to one particular page from multiple pages, it’s recommended to diversify the anchor text. Not only will this reduce the chance of coming onto the radar for overoptimizing your content, but various anchor texts will give more context to the page you’re linking to. As a result, search engines will understand your pages better.
How to avoid this issue:
Try to imagine that your blog is a giant spider web. As you add new content, you need to create new bonds (i.e., links) that will keep this web strong. This way, all of your blog pages are connected, allowing both visitors and search engines to explore your content extensively.
Another aspect that is closely related to internal linking is a sitemap. It represents pathways for search engines to follow. This ensures your blog pages are crawled and indexed correctly.