Enterprise SEO Bloomers – 7 Things You Should Never Do
If you’re guilty of some of my personal pet peeves (Yes, you know who you are!). You’ll no doubt be missing a trick. Best case… your search marketing strategy isn’t running 100% effectively, worst case… you’re rapidly approaching imminent financial disaster.
The following is a list of my personal top 7 things you should never do within enterprise:
- DON’T agree or sign ANYTHING related to a Content Management System until you’ve consulted your senior developer and SEO agency – you WILL regret it! (I know this sounds ludicrous but I’ve seen this happen)
- DON’T USE non-SEO friendly tracking codes in URLs (i.e. appending ?Ref=Q005) – just because it’s the way you’ve measured online activity historically doesn’t make it a good idea. Granted, it was great back in 2004, these days it’s duplicate content (unless you’re able to exclude it from the index).
- NEVER buy an old domain until you’ve checked out the natural link profile of the site. Pagerank 6 might look good in your Google toolbar, but if the green juice is poisoned you don’t want it to flow into your healthy site.
- DON’T PANIC!!!! if your site loses a place or two over-night a knee jerk reaction is not going to help you. Sit tight, explain to interested stake holders that this is simply a case of algorithmic bad Juju. Keep linking, adding quality content better still mobilize your users to contribute to your content and weather the storm.
- GET REAL! If the rankings you’ve enjoyed in the past continue to slip, take a look at the sites that have taken your place. If your on-page is as well optimised as theirs, then culpability falls with either your off-page link strategy, or history. (Hint: you can’t change history, but you can build links)
- If it ain’t broke, DON’T FIX IT! – Don’t take your well optimised, high ranking website and reengineer it, UNLESS you’ve got a plan to maintain or redirect the URLs. URLs carry history and changing the file name extensions from .CFM to .ASPX will lose their historic authority.
- DON’T launch a brand new site, on a brand new domain in a super-competitive market and expect to succeed unless you either.
- are able to differentiate yourself from the competition
- have a well planned social media strategy
- have deep pockets
- all three
If you take these points into consideration and follow good old fashioned common sense then it’ll all be good!