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It will always be helpful when you are designing a system around a set of rules, to hear advice from the people behind those rules on exactly how best to use them.   Google’s ‘Developer Programs Tech Lead’ Maile Ohye has been kind enough to share her tips on the common mistakes to avoid in SEO.  While her tips are mostly aimed at beginners to SEO, and will probably not teach anything new to top UK SEO consultancy firms, it can still be helpful to hear from the designers of the algorithm which the whole SEO consultancy business is based upon.

Her first tip is to ensure your website offers something to the user to get them to click on it before investing the time in SEO.  A value proposition is something which separates your site from the rest of Google’s links.  A website that produces no value to the consumer may rank highly, but with the user failing to click on the link when they are directed there provides no value for anyone.

The second tip is to make sure that all elements of the business are working towards the same goal.  A marketing campaign that leads users to search keywords that don’t lead them to the website is a wasted marketing campaign and a wasted SEO effort too.  Her third tip is to follow Googles advice and best practices rather than use time consuming work around, the easiest way to do this being to subscribe to the Webmaster Central blog.

Avoiding SEO trends is another pitfall for many, as many have spent hours editing website content for the latest optimal keyword density, rather than focusing on producing articles of quality, which is what Google wishes to focus on.

Finally it is recommended that SEO consultancy firms remain agile to the evolution of search.  Search has changed tremendously since the first iteration of Google.  For instance the introduction of Rich Snippets in 2009, video sitemaps, the use of Google Maps for geo marketing and even the development of searching using a picture, are all things that an SEO strategy has to be aware of, able to adapt to, and able to take advantage of.

Having told you the common mistakes to be aware of, Ohye then goes on to give some of her own tips.  Quite simply, do something cool, include relevant keywords and be smart about keyword tags and the design and architecture of your website.  She also recommends that you receive all the latest emails on Webmaster tools directly to your email to keep up with the latest from Google.

Moving away from SEO slightly, Ohye also talks about focusing on other forms of online promotion, obvious things such as social media and good online reviews.  She describes these as natural links, ones that are shared and promoted in a more natural fashion than from weight of articles pushing up links on search sites.  To do this it is essential to stay fresh and relevant.  With the increase in smartphone users it is becoming essential for every site, however relevant they are to users on the go, to design their website in a manner optimised for smartphone screens.  Smartphones have become a strong contender to the desktop or laptop computer even within the home for web browsing.  While a larger screen and keyboard provide an easier browsing experience, a smartphone is always on, and immediately accessible in a pocket.

There is a wealth of advice online on how to most effectively market using SEO; however the sources of this information can often be dubious.  There are few more reliable, than a woman who has worked in high positions at Google on the development of Search for 6 years.  Her advice is a great place to start for any strategies in SEO.

 

Attribute to: Jag Ture, Cayenne Red.

Jag is a member of the digital marketing team at London based PPC Agency Cayenne Red. She is a regular contributor to the media on how companies market themselves in the digital age.

This is a unique article published on SEO Desk with exclusivity.

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