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Don't Sabotage Your Online Search Visibility

Andrea Schultz
by Andrea Schultz on Feb 12, 2010 7:25:00 AM

You've been in investing in SEO for years and you have finally achieved the organic search positions you have been reaching for. Your company has spent thousands of dollars, if not more, now don't blow it! More often than not, once search visibility is attained, companies will take steps that impair or completely sabotage their SEO success to that point. Don't make that mistake.

Web Site Redesign / CMS Change

The most common way companies sabotage their organic search positions is by redesigning their Web site or switching content management systems without consulting their search engine marketing firm first. Your Web site is your platform for maintaining and achieving higher search visibility. Why would you completely renovate it when you've invested so much time and money in getting it the search visibility you currently have?

Redesigning your Web site affects a wide variety of top factors in obtaining search visibility. Navigation, architecture, past efforts, the way the content is presented, file names, interlinking internally - and the list goes on. Altering any or all of these factors can cause devastating results if done so in a manner that hinders the search engines. Not to mention what happens if you do not properly transition the old site to the new. You can demolish your search visibility before the new Web site even gets out of the gate by not using proper redirecting tactics. Don't make that mistake. From the beginning of a Web site redesign discussion, contact your search marketing agency and get them involved with the process. Read more about handling a redesign in 10 Issues to Consider When Reviewing / Designing Your Web Site.

No Changes Allowed!

Another common way companies sabotage their SEO investment goes hand in hand with the old wise tale that SEO is magic. Unfortunately, SEO agencies can't wave a magic wand and make search visibility appear. In order to achieve higher search visibility, there is a good chance some changes will need to occur on your Web site. It could be one or more of the following, depending on how well optimized your Web site is when the SEO agency begins: adding page specific meta-tags, optimizing content, adding content, navigational revisions, or complete architecture change. Your SEO firm will tell you what needs to be done, however unless the changes are made, do not demand results.

Attempt SEO on Your Own

Search engine optimization information is on the web everywhere. The trick is knowing what information is correct and up to date. There used to be a time where you could spam your meta-tags, join link farms, set up a hundred domains, etc. and achieve high search positions. However, that is not the case anymore. Some of the outdated SEO tactics, such as hidden content, can end up penalizing your Web site.

Before you attempt to make optimization changes on your Web site, check in with your Search Marketing agency. They will be able to guide you on whether or not to utilize this tactic and if so, help you implement correctly.

SEO is Web Development, Not Marketing

The other most common mistake that can be detrimental to your online search visibility is the mindset that SEO is a behind the scenes and a technical Web development issue. Search engine optimization is much more than adding meta-tags and putting some keywords into content. Those days are long gone. Yes, technical areas of the Web site may need adjusting, however search marketing strategies need to be intertwined within your entire marketing program. Marketing efforts offline need to be coordinated with your online efforts. The more search engine marketing is included within the companies overall Marketing plan, the more successful you will be.

So, next time you want to make some changes to your Web site or are discussing your new Marketing budget / plans, remember to connect with your search marketing agency. You don't want your competitors to take over because of a simple step you could have avoided.

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Andrea Schultz
Written by Andrea Schultz
Andrea is the VP, Online Marketing at E-Power and works to integrate and organize the pieces of the puzzle to carry out highly effective programs for our clients. As an account lead, she runs the day to day programs for a number of our clients, but she is our team's sounding board, chief problem solver and all around organic guru, working hard to ensure all of E-Power's clients benefit from her experience and expertise.

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