What are the top mistakes that folks make when optimizing their
Web sites? What do some of the best SEO's in the business consider to be the
top mistakes made in this industry?
Last month, we looked at top tips, but this month, we're
concentrating on top mistakes, with the goal of learning what not to do when
working on our sites.
Important facts about these mistakes
These tips aren't listed in any particular order of importance.
The first mistake in any category isn't necessarily the worst, and the last
mistake certainly isn't the least.
Each mistake has been identified with the SEO who wrote it.
Then, at the end of the article in alphabetical order, I highlighted the
various SEO's who participated in this article, along with brief information
about their qualifications.
Now, let's see what some of the best SEO's consider as the top
mistakes being made in the search engine industry.
Cloaking and Stealth Technology
* Don't jump into cloaking before you know SEO and design. In
some instances (which would be beyond the scope of this interview), cloaking is
a logical and ethical choice for SEO. But until the search engines adopt this
point of view, cloaking will always carry with it an inherent risk.
Additionally, beside the additional cost associated with cloaking, the process
of cloaking itself requires more of your time. And as we know, time equals
So before you jump into cloaking, make sure that you know that
cloaking is right for your situation, and make sure that you also have the
technical expertise to handle it.
Cloaking is not a magic bullet. It simply serves an alternate
page. If you can not rank highly without cloaking, the odds are that you can
not rank highly with it. J.K. Bowman with
* One of the biggest mistakes I've seen is Web site copy that's
written with *just* the search engines in mind -and a strong marketing message
is nowhere to be found.
Savvy search engine optimization writing satisfies two very
demanding masters - the search engines and your prospects. If you write your
copy *exclusively* for the search engines, and your text reads like a laundry
list of keyphrases, you'll lose your customers the moment they hit your site.
Why spend thousands of dollars in money (or time) for great rankings, when your
site doesn't convert buyers into sellers?
Yes, it's crucial to create keyphrase-rich copy for the search
engines. But, don't forget that your copy should blast your benefits, build
rapport, and immediately tell your prospects, "what's in it for them." This
winning combination of spider-happy and prospect-friendly text will help you
get the high rankings you want - and convert that targeted traffic into paying
clients! Heather Lloyd-Martin with Search
* Creating Web pages that are void of artistic quality or
meaningful content is a mistake.
This is seen most frequently with machine-generated doorway
pages. The problem with these pages is that while some of them may rank very
well, they are often so visually unappealing or so lacking in content that when
a surfer reaches one of these pages, they simply use the back button on their
browser to return to the search engine results.
To be successful in search engine optimization, you must not
only be able to achieve high ranking for your clients, but you must also be
able to develop Web pages that will retain a viewer's interest when they reach
the site. J.K. Bowman with Spider
* In all of our efforts to write well for the robots, we must
remember to also write well for the human brain. Remember that the human brain
likes the appropriate use of colour. The human brain likes text broken down
into manageable chunks or clusters that are easy to read and absorb. Write your
copy using all of the important SEO principles but be sure to strike a balance.
With practice, you can build pages that are content rich and compelling to
read. You can create projects that are pleasing to look at and still score
exceptionally well. John Alexander with Search
Conversion to Sales
* Remember to try and look beyond SEO. I learned early that it
is not enough to simply have massive traffic coming to your clients' pages. You
must also deliver value to your visitor and compel them to take action.
Although this has more to do with getting action from your visitors than
traffic-building itself, I think it is still an important issue or error that
is far too easily overlooked. My client's business does not really begin online
until a visitor responds to their online experience. Building traffic is
wonderful, but don't forget to make the most of the traffic you already have by
giving visitors a "non-threatening reason to act now."
Converting visitors to customers may not be on the agenda as an
SEO (we're always so busy thinking traffic), but once you start examining
methods to convert your client's visitors to customers, you'll start to deliver
additional value to your clients and you'll find a full consultancy approach
does not go unrewarded. John Alexander with Search
* Believing doorways don't work or will get you banned is a
The fact is that every page on your Web site that ranks well for
any reason is acting as a "doorway" to your Web site. Many people mistakenly
believe that everyone will arrive at their site through the home page. Do a
focused search on Google, AltaVista, or another major engine, and you'll almost
always find matches that are not home pages.
In addition, each search engine ranks pages differently.
Therefore, you may have a page about Product X with 400 words on it. That page
may rank well for "search engine A" that likes to see 400 words on a top
ranking page, but it isn't going to do well for "search engine B" that is
looking for 800 words on a top ranking page.
Lastly, some of the same search engines that condemn the term
doorway page include tutorials or FAQ's on how to create a page to rank well in
their index. True, these tutorials are often too non-specific to be of great
help. However, it confirms that optimizing each of your pages to rank better is
not something the engines inherently object to. Brent Winters with
* Do not allow pages that you are in any way paying for to be on
anything other than your own URL. If you do not own them then the traffic is
only being rented and can be taken away very quickly. Technology is not a valid
reason to have pages remotely hosted, the motivation is control. Bruce Clay
* Don't go after generic keywords. Generic words are not how the
average person really queries a search engine. I have found a user will type in
a generic or single word like "animals," then realize what they asked for was
too broad in scope. They have to narrow it down, like "animal pictures," "baby
animal pictures," and the list goes on. If you can just focus on very specific
key phrases, you will have more success in the long term, hold a position
longer, have less competition for focused phrases, and find that users will
stay on the site longer because your site answered their questions. Ginette
Degner with ServiceBrokers.com
and Search Engine Workshops
* Don't optimize for the wrong search phrases. At least optimize
for phrases that you know people are using to find your site, even if they
aren't the most popular ones. Bill Gentry with
Look Sharp Designs
* Failing to "identify" and "theme-base" your most promising
keyword phrase(s) is a mistake.
All keyword phrases are not the same. Perhaps the best way I can
explain this is to use a hypothetical example. Let's say that you are an
attorney who practices only appellate law. As you build your Web site and
establish its "theme," how will you define the Web site's identity?
Here are just two keyword phrase possibilities that you might
consider for a lawyer who only handles appeals.
Both of these phrases are right on target, and you would
naturally have pages optimized for both combinations. But when deciding your
Web site's theme, which one do you focus in on?
The phrase "appeals lawyer" is about 7 times more popular than
"appellate attorney." But if you failed to do your research in advance before
building the site, you probably would not know that.
Use a good service like WordTracker (http://www.wordtracker.com) or the Overture's Suggestion Tool (http://inventory.overture.com/d/searchinventory/suggestion/) to find out what will produce the most traffic for you. J.K. Bowman with Spider Food
* A common mistake is not using text links in addition to
graphic buttons, image maps and Flash menus, therefore preventing spiders from
crawling the site. Bill Gentry with
Look Sharp Designs
* Don't submit before you establish some external links. Some
engines, such as HotBot, are known to drop pages after a couple weeks if they
find no other domains linking to them. Google has also stated that it will not
index a site that does not have at least one external link pointing to it.
Sometimes a link from a major directory such as Open Directory,
LookSmart, or Yahoo! will suffice. However, you should also try to trade links
with other Web sites that are complimentary to yours, then submit the URLs of
those pages that are linking to you. If you can submit the page of one of these
external links and let the search engine spider find your site on its own,
you'll stand to rank much higher than if you'd submitted your site directly.
The drawback is that it may take a bit longer for the spider to get around to
If you're in a big hurry, buy a second domain and put some
unique content on it and cross-link your two sites. To give the impression of
independence, it's best if you host the two domains at separate hosting
services. You might also vary the spelling of the information you submit when
you purchase the domains or use a valid PO box on one and your street address
for the other. This can further the illusion to an automated spider that the
two sites have different owners. Brent Winters with
META and Other Tags
* Do not use the same tags and text on every page. Do not use
excessively long tags even if the limits "by the book" say you can (i.e., do
not stuff keywords into the ALT tags of 1-by-1 pixel images and expect a robot
to consider them. Common sense should prevail.) Bruce Clay with
* Probably the biggest single error that people make when they
are first learning the fine art of SEO is the emphasis they might place on the
importance of the keyword META tag. Just because there is room to put 150 or
more keywords into this META tag does not mean that it is really the wisest
thing to do. Of the three most popular META tags, the keyword tag is probably
the least influential. I have created many top scoring pages with very limited
use of the keyword tag. It's best to think in terms of themes when building
keywords, and I would not recommend repeating any word. Keep your most
important words up front, and some of the best results are achieved with no
punctuation or commas as opposed to the old approach of separating every word
with a comma. John Alexander with Search
* META tags won't solve all your problems.
In the press, you've probably seen one of many tutorials on how
to create the perfect META tags so the search engines can find you. What they
don't tell you is that the majority of the major search engines don't even read
META tags anymore. The ones that do read them tend to give them little
importance when deciding how your page will rank.
Some of the "experts" will tell you to simply include your
keywords in your title and META tags and to create a Web site with quality
content. The search engines will then naturally flock to you and rank your site
near the top. Certainly title tags and content quality are important, but don't
make the mistake that this is all you need to do to be found on the Web today.
Brent Winters with FirstPlace Software
* One of the biggest errors I ever made was thinking that the
title tag is just a place for putting keywords. I was just a beginner, learning
the craft back then, but even today there are so many SEO's trying to get all
the mileage they can out of injecting the title tag with keyword combinations.
One day I discovered another advantage of title tag development, which rendered
something much more powerful. Go ahead, optimize for a search phrase right up
front, but then use the remainder of your title to deliver a message. Use your
title to mention your site benefits, make an attention grabbing statement,
offer a solution, ask a compelling question or do anything to set yourself
apart from those other pages. Whatever you do, don't merely settle for a
cluster of keywords stuffed together. Use your title wisely to best SEO
advantage and begin to grab people's attention. John Alexander with Search
Myths and Hype
* Don't allow yourself to be hypnotized by the search engine
optimization experts' (both real and self proclaimed) knack of wagging their
index finger and threatening you with ranking penalizations or total index bans
if you don't adhere to their particular brand of positioning techniques. Bear
in mind that bans are pretty rare and even if they do occur, more often than
not, they will relate to one search engine only -they will never happen right
across the board. Instead, chose a flexible approach and be prepared to work
not just a single domain but preferably scores of them. This will spread the
risk, boost your coverage, allow for bolder experiments, and will to some
extent cover your back should something go wrong. Ralph Tegtmeier, a.k.a.
* The biggest mistake I see people making is assuming that the
search engines will produce traffic if they hit all the right buttons. I've
known sites with 1500 pages of quality content that only produce a few hundred
referrals a day from search engines. Search engine optimization is only one
aspect of a well-rounded promotion campaign. That campaign should slowly
broaden into more traditional avenues. Search engines aren't the formula for
long term site success - it's up to your site to produce repeat visitors.
Brett Tabke with Webmaster World
* Don't fail to develop an overall strategy of how to market
your site. Don't look at it engine by engine but as a complete plan to make
your site better known. Look especially at the order in which you submit your
site to the engines. Gary Woods with Santa Barbara Properties
* Don't buy into the myth that SE optimization no longer works.
There's no question search engine optimization has become more
challenging over the years. Many critics have taken this and declared that
search engine marketing is no longer effective. However, research from third
parties like the recent NPD Group study refute this idea. The NPD Group study
demonstrated that search engine listings result in six times more sales on
average than an equivalent number of visitors from banners ads (http://www.overture.com/d/about/advertisers/slab.jhtml).
That means visitor to visitor, you'll make six times more money on search
engine listings than banners.
So don't fall victim to the biggest mistake: the assumption that
search engine marketing doesn't work anymore or it's a battle you simply can't
win. The key is to arm yourself with the right knowledge combined with the
right tools so you will win. Brent Winters with FirstPlace Software
* Focusing on page optimization only is a big mistake. Research
shows that there is more to good ranking than an optimized page there's
quantity and quality of inbound links, age and stability of the Web site,
simplicity of the code (HTML 2.0), and more. David Johnson and Annam
Manthiram with Position
* Do not get rankings and then "leave them alone." Rankings
erode if not maintained. Competition always wants your spot, and they are
ruthless. Search engines change without notice. What is today yours is easily
lost if you are not paying attention. Bruce Clay with BruceClay.com
* Don't be inhibited: search engine optimization is possible and
it's actually being done by thousands of people every day. So there's really no
reason why you shouldn't be able to pull it off, too. However, don't be
surprised if you meet five search engine optimization experts only to be
confronted with six mutually exclusive opinions! So, do your homework - there's
no easy push button way out, just like there's no free lunch anywhere. Ralph
Tegtmeier, a.k.a. Fantomaster
* Don't wait until the end of the Web development process to
bring in an SEO consultant.
How many times have we seen this? A prospective client calls you
on the telephone. They've spent thousands of dollars on their Web site and are
ready to launch. And now that everything is "finished," they want to make sure
the Web site ranks in the top ten.
Wups!! This is simply backward. The SEO consultant should have
been brought in at the beginning of the project. That is not to say that the
consultant can't still work "magic" on the site. But backward engineering is
never the most best option, and it is usually more expensive. J.K. Bowman
with Spider Food
* A common mistake that I see in the SEO world is people
tweaking their optimized pages without really giving them a chance to see what
they can do. Along the same lines are those that make changes to their
optimization just because rankings drop in any given month.
It sometimes take months for search engines to index newly
optimized pages. Furthermore, it can take a long time for those pages to rank
highly once they're in an engine's database. If you've done what you're
supposed to do, i.e., chose realistic relevant keyphrases and created great
keyword-rich content with the titles and tags to match, then it's crucial to
have faith in your work and let it stand. It's easy to get scared and think
that you somehow messed up when you don't immediately see high rankings.
However, trying to keep up with algorithm changes and the like will just end up
driving you crazy.
It's normal for rankings to go up and down in any given month.
Don't worry about it! The search engines all want to see the same thing: Web
sites that deliver relevant content to people's search queries. If you are
confident that your site does this, it WILL rank high, but you've got to give
it time. Time to get indexed, and then time to "age" in the indices. Also time
for other sites to find yours and link to it, and time for the engines to
determine its click-through popularity. It's actually very rare that a good SE
optimizer will need to "tweak" their optimization, in my opinion. Jill
Whalen with The Rank Write Roundtable
* Be patient. It's not 1996 anymore. Infoseek has shuffled off
into cyberspace. Changes you make to your site may not be reflected in ratings
for several months or more. Gary Woods with Santa Barbara Properties
* Don't be afraid to try new, intuitive ideas, excluding spam,
of course. You never know how effective something will be until you try it.Rocky Rawstern
* Don't make the mistake of not staying informed. I find so much
of the information about optimization on the Web to be deprecated. Some
articles were written 3-4 years ago and sound like they should be applied
today. Optimization and techniques change some times from month to month. A
good newsletter subscription and forum reading can help you stay informed of
the latest developments. What worked in 2000 isn't necessarily working in 2001.
Brett Tabke with Webmaster World
* Don't participate in link farms. A massive accumulation of
links without accompanying explanatory body text and effective link text is
downgraded by many search engines. More often that not, FFAs (Free For All
links) are not relevant, which can actually penalize a site's ranking. David
Johnson and Annam Manthiram with Position Research
* Spam: don't do it! While it may not bite you immediately, it
will eventually . . . Rocky Rawstern
* Don't use hidden text or stuff your META tags. Search engines
check for contrast between text and background as well as repeated words and
will penalize or exclude a site from rankings if such techniques are detected.
David Johnson and Annam Manthiram with Position Research
* Do not spam. There are "tricks" that can be used to insert
keywords and they either will not work or they will get you punished. Bruce
Clay with BruceClay.com
* Don't forget to document everything. It is of the utmost
importance to document every submission, especially the paid ones. Without that
tracking number, you are stuck resubmitting and paying all over again. Make a
note of the e-mail used and all other information given. Keep notes on dates
you made changes and submission times. Ginette
Degner with ServiceBrokers.com
and Search Engine Workshops
* A top mistake is not following the recommended course of
action for the Yahoo! directory. Don't play games with this directory-- follow
the rules! Rocky Rawstern
* Don't "assume" your site is ready. I've seen so many sites
that were put up in a couple of weeks where the authors thought they should be
freely added into directories. It takes a long time to develop a professional,
successful site. Brett Tabke with Webmaster World
* Don't believe that bulk submitting is the path to riches.
We all want to find that perfect product or service where we
enter our domain name and then press one button and the traffic magically
starts to flood into our Web site. You've seen the advertisements, such as
"Submit to 3500 Web sites for just $79." The reality is that the majority of
those sites you're submitting to are set up for the sole purpose of collecting
e-mail addresses from people like you so they can send you junk mail.
Even if you do land your site in some of the real search engines
(there aren't that many), those bulk submission services generally do little to
nothing to optimize your rankings. You'll simply be buried at the bottom of the
results with the millions of other Web sites. Brent Winters with FirstPlace Software
* Don't use site technology that is not compatible with search
engines. Many sites are being built with no concept of search engine spiders. I
was just at a site yesterday with a six-figure building budget. It was mostly
built out of dynamic content that can not be indexed by search engines. You
can't compete in the search engines until you get your site listed. Brett
Tabke with Webmaster World
* Don't create sites with virtually no text content, whether
they are using mostly images, Flash or a combination of both. A good search
engine friendly Web site can be created using text, images and various
multimedia extras, like Flash and streaming video, as long as they are all
carefully integrated. Bill Gentry with Look Sharp Designs
* Regarding frames, some engines say they will index framed
sites, others won't say, some do then decide they don't (or can't). Save the
pain and don't create a site using a frame set. Dynamic URLs containing $,?.%,
&, often will not be indexed by the engines. Using too many graphics weighs
down load time and does nothing for the engines as they can't crawl images yet.
* Don't fill your Web site with spider stumbling blocks.
Unfortunately, some of the Web's best technology can be a spider nightmare.
applets, plus dynamically generated Web pages all present significant problems
to a search engine spider.
Luckily, however, all of these stumbling blocks can be overcome
with a little planning. By subscribing to a publication like Planet Ocean
Communications or visiting some of the
other major SEO tutorial Web sites on the Internet (like
http://www.spider-food.net), you'll quickly learn how to handle these obstacles
with ease. J.K. Bowman with Spider
* Do not use "bleeding-edge" technology that the search engines
do not understand. It often prevents pages from being indexed at all, and
certainly confuses the real content. KISS is best when dealing with the search
engines. Bruce Clay with BruceClay.com
Traffic and Traffic Analysis
* Don't forget to analyze your log files. Examine your logs to
see where people are entering your site and make those entry portals accessible
to the rest of the site and not a dead end. Gary Woods with Santa Barbara Properties
* Myth about site analysis: Hits are irrelevant.
An error or myth today revolves around the usage of the term
"HITS." This term "HITS" is often used synonymously with "VISITORS." It is
extremely important to understand that a hit is not a visitor. A hit is
basically triggered as any action from the server. In other words, it might be
1 hit for a page to load. Another hit for a logo to load. Perhaps a menu
cluster of 10 buttons (10 graphics) could render 10 more hits. In short, just
one visitor could generate multiple hits for each page they view. When you are
examining traffic overall, your #1 concern should be with your "visitor count,"
sometimes identified as "user sessions." Focus should not be on the "hit
count." Our attention should always be on actual visitors (or shall we say,
potential shoppers). John Alexander with Search
* This is more of a pet peeve... bad coding. With the
availability of html validators (some are even built in with editors), this is
something that should never happen. Bill Gentry with Look Sharp Designs
* Don't forget about the importance of good, clean navigation.
Look over someone's shoulder when they navigate your site and DON'T TELL THEM
ANYTHING. You'll be amazed at how incoherent those road maps you think are so
crystal clear to YOU are TOTALLY CONFUSING to somebody new to the site. Gary
Woods with Santa Barbara
* Don't forget to run a spell check on each of your Web pages.
Virtually all editors have a spell checker integrated into the editor. You can
also use dictionary.com. Also, get someone to proofread, since you can spell
something wrong, but it can look like a real word to a spell checker (e.g.
leave off the "w" in now, and you have no, which a spell checker will assume is
correct even though it is not). Bad spelling can not only cost you rankings (if
you spell your search phrase wrong), but it also looks very unprofessional.
Don't forget to proofread text in your graphics and Flash animations too.
That's where they show up the worst. Bill Gentry with
Look Sharp Designs
A special thanks to the following Search Engine Optimizers who
were willing to share their tips for this article (listed in alphabetical
* John Alexander is a Professional SEO and Educator who co-owns
Engine Workshops with Robin Nobles. They also own teach
online training courses
through OnlineWebTraining, conduct Ultra
Advanced SEO Symposiums, and John has written Wordtracker
Magic and co-authored the Totally
Non-Technical Guides to Having a Successful Web Site (TNT
* J.K. Bowman is the Editor of
Spider Food.net, one of the largest
tutorial resources on the Web for search engine optimization and Web site
promotion techniques. He currently lives in Mississippi, where he also provides
consultancy and positioning services.
* Paul J. Bruemmer is CEO of Web-Ignite Corporation, a search engine
traffic agency. Founded in 1995, Web-Ignite provides search engine traffic for
Fortune 1000 dot-coms and for B2B and e-commerce sites.
* Ginette Degner operates
Service Brokers, a Web Optimization
and Marketing Strategies firm providing expert search engine placement and
consultation services since 1993. She works
Engine Workshops in their online and affiliate areas.
* Bill Gentry is the owner of Look Sharp Designs (Look Sharp Designs), an online
marketing and design company that offers a wide array of online marketing
solutions to a diverse clientele.
* David Johnson and Annam Manthiram are Search Engine Research
Specialists with Position
Research, a search engine optimization firm that considers "research" an
integral part of optimizing Web sites.
* Rocky Rawstern is a Senior Search Engine Analyst with a
prominent search engine optimization company on the West coast.
* Heather Lloyd-Martin specializes in search engine optimization writing,
consultation, and training (http://www.searchenginewriting.com/).
* Marshall Simmonds is the Director of Search for
About, Inc., a division of parent company
PRIMEDIA Inc. Marshall is responsible for maximizing search engine exposure for
About's 700 topic sites which cover 1,000,000 articles. He also oversees search
engine strategies for Primedia's online properties, such as Americanbaby.com
* Danny Sullivan, Editor of
Search Engine Watch, is often
considered the Internet's "search engine guru." He has been helping Webmasters,
marketers and everyday Web users understand how search engines work for half a
* Brett Tabke of PHD Software Systems is also the owner of
Webmaster World Forums and Search
Engine World (http://www.searchengineworld.com/),
extremely popular informational sites designed "by Webmasters for Webmasters."
* Ralph Tegtmeier is the co-founder and principal of
fantomaster.com Ltd. (UK) and fantomaster.com GmbH (Belgium) (http://fantomaster.com/), a company
specializing in Webmasters software development, industrial-strength cloaking
and search engine positioning services. He has been a Web marketer since 1994
and is editor-in-chief of fantomNews, a free newsletter focusing on search
engine optimization, available at:
* Brent Winters was President of FirstPlace Software, Inc.
and author of the highly popular MarketPosition Newsletter. FirstPlace Software
developed WebPosition Gold (http://www.webposition.com),
the first software product to track your rankings on the major search engines
and to help you improve those rankings. NetIQ
purchased WebPosition Gold and now markets the software.
* Gary Woods is a search engine specialist in the focused area of real estate.
Santa Barbara Properties (http://www.santabarbaraproperties.com/)
is one of his many sites. Gary is also a professional technology writer, and he
is a Chat Moderator for Search
Engine Workshops and the Workshop Resource
a Free SEO Tip and have it sent to you by e-mail every day -
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Subscribe or unsubscribe as often as you wish.
Robin Nobles is the Co-Director of Training of Search Engine Workshops with John Alexander. They teach 2-day beginner, 3-day advanced, and 5-day all-inclusive "hands on" search engine marketing workshops in locations across the globe. She also teaches online search engine marketing courses through http://www.onlinewebtraining.com, and she's a member of Wordtracker's official question support team. With partner John Alexander, she's co-authored a series of e-books called, "The Totally Non-Technical Guides to Having a Successful Web Site." And, they opened a networking community for search engine marketers called The Workshop Resource Center for Search Engine Marketers.
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