SEO is an ever-changing field, with search engines like Google creating an average of 8 changes to its algorithm every single day. Strategies that were in place last year may now be ineffective or worse, actually hurt your SEO.
One example of how SEO can negatively affect your rankings is through over-optimization. This may sound unusual. Shouldn’t you want to use every method you can to boost your visibility?
Actually, the answer is ‘no.” Over-optimization can apply to many tactics, but let’s look at three common strategies to avoid in 2021.
1. Using Too Many New Strategies at One Time
Let’s use an analogy. Say a patient comes to his or her doctor with stomach pain. The doctor prescribes three medications. The stomach pain goes away, but neither the doctor nor the patient knows which medication helped or why. Was it one, specific medication? A combination?
As you probably know, most doctors do not treat diseases this way. They make a diagnosis based on testing and examination, then prescribe a medication if needed, and then see if it works.
The same methodology should be applied to SEO tactics. Maybe you have made twenty changes to your website in the last month and now you have increased traffic. How can you determine which step or steps were really the most effective?
In 2021, the best way to approach SEO is slow and methodical. You will only want to make one or two big changes at a time and monitor their impact before you make any more.
So How Long Does It Take to See Changes from SEO?
On average, it takes about 30 days to really appreciate any changes due to SEO strategy. Remember, SEO is a long game. There will inevitably be some trial and error as you find what does and does not work for your particular site.
Although it may take you longer than expected to find the exact strategy that boosts your site’s traffic and visibility, it is absolutely worth doing this properly. When you do, you will be able to apply it to future endeavors with much less experimentation.
2. Over-Optimization of Internal and External Links
Keyword phrases are important in SEO, but you can go too far. It is especially important
not to overuse a keyword phrase in your internal and outbound links.
Say you are writing about coffee, and every link uses the phrase “whole roasted beans.” This is an example of over-optimization. The Google algorithm favors a variation in anchor text for your links, so be sure to change it up. You will not only rank higher, but your content will be more natural and user-friendly-also important for SEO.
3. Repetitive Internal Links
Another way over-optimization can harm your rankings is if your internal links are too repetitive. You don’t want to link to one page over and over. Ultimately, every page on your site should have an internal link somewhere. This creates a domino effect with regards to backlinks. If another site links to your page, a user may click the internal link to another page on your site, increasing traffic organically.
Finding Help With SEO
Remember that the key to ranking for Google is building authority on your topic and creating a good user experience. Remember to keep your strategies natural and with the reader in mind. Avoid over-optimization techniques like keyword packing, repetitive links, and identical anchor text in links. And don’t rush it-SEO takes time.
Serenity Digital is a digital marketing agency based in Denver, Colorado. If you have questions regarding SEO or another digital strategy to grow your business, give us a call.