April 2021

Three frequently heard excuses that make SEO specialists go wrong

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There are three crucial excuses that we have been seeing from SEO specialists for years. If one of the three plays, you will immediately notice that in lesser results of the search engine optimization. So, we work them out for you.

Visitors through Google vs. legible texts

There are only a few SEO specialists or copywriters who have the guts to take Google and the visitor as a starting point. Too often we come across concessions that result in half-baked texts with no relevance. It then seems as if beautiful texts and good findability bite each other, but it is simply a lack of creativity.

Processing search terms in texts is the basis of findability, but here things also go wrong as soon as there is too little writer's intellect to write good, unique texts in which the search terms are processed in a natural way. There is an apparent contradiction

Tip: If you or your SEO specialist get stuck processing a search term in the text, search for this term in Google and put it between "double quotes". Google will then only show websites where this word combination is already used.

'Those are just small technical things'

'Welcome' as the main header on your homepage, an incorrect language setting in the source, slow plugins, mistakes in the robots.txt files or making one page available via multiple URL combinations: SEO specialists know it all too well. And just as often, many of these things are taken for granted: 'it's just a small thing'. But hey, all those little things together are really a 'big thing'! The good thing is you have it all in your own hands.

Of course, there is a nuance: sometimes it is not built up neatly from a historical point of view and everything has to be overhauled to such an extent that it is better to compensate on another factor of Google's algorithm, but that should really be less concrete. (time) investment. That requires hard evidence from the search engine optimization expert.

Tip: Do not put too much time pressure on the technical process of your SEO specialist but focus on quality in this step. Technical optimization has value for the long term. And nine times out of ten it is also good for usability.

'I don't believe in link building'

Link building (arranging links from other websites) has sometimes been pushed to the background by a search engine optimization specialist. It also seems reasoned, but it is often a variant of 'I am missing a portion of stamina'. Because indeed, repetitive work is simply not always a favourite. And that is precisely what we are talking about when it comes to improving your findability. Link building is sometimes just endlessly analysing, trying and persevering to make sure you are more popular and more important than your competitor who is already at the top. Creativity and perseverance alternate. And celebrating successes, of course.

So, if your SEO specialist 'doesn't believe in link building', it's very simple: either you already have enough links, or 'there is the hole'. Google is very clear: everyone can improve texts, everyone can improve the technology, but without recommendations from the external audience they don't know whether you are really important!

Tip: Let people think about this process internally in your company and thus support the SEO specialist. Perhaps there are business relations who could place a link to you. Think of important suppliers, partners you work with, prizes won, attention from (news) media, et cetera.

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