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Nine common SEO campaign mistakes

March 29, 2010 |

Running an ongoing SEO campaign is a lot like spinning plates. With so many factors in play in search engine algorithms, you really need to be aware of all of them at once to ensure a successful campaign - it's all about keeping a balance between all of them.

I've always thought the term "Search Engine Optimisation" is a bit misleading. The word 'optimisation' makes you think that it's all about fiddling with your site to make it more accessible and matched to keywords for search engines. Yes, that's certainly a crucial part of the process but anyone who's managed a successful SEO campaign in even a half-competitive niche will tell you can't get anywhere with onsite optimisation alone.

It's the link building (offsite) part of the equation that really separates the wheat from the chaff in any particular niche. It's links, both quality and quantity, that Google looks at to rank a list of webpages targeting the same keyword. Yet I've seen so many cases of sites that have supposedly been 'SEO'd' where the only ongoing work seems to have been tweaks to title tags, headings, copy and internal links.

Yes, onsite SEO alone will get you a long way if you already happen to have a lot of backlink authority; in some cases of big brands with powerful sites it might even get you to number one for your target keyphrases, but for everyone else continuous improvement has to focus on ongoing link building. If your SEO campaign isn't bearing fruit after a lot of time and investment, ask yourself (or your SEO) whether this is the reason why.

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