This is what you should avoid: Don'ts in search engine optimisation
If there's one thing you should know about search engine optimisation, it's that nothing stays the same for long. In fact, it doesn't take much to learn about the other side of the coin: it's enough if you don't keep an eye on the latest trends and changes for a little too long. To make sure that doesn't happen to you, we're now going to highlight some SEO tactics that used to be very popular, but which are no longer worth much today and which we therefore hereby want to pass off as obsolete!
1. extremely short content
At the top of the list of tricks has often been to optimise content for a text length of under 300 words. While these extremely short texts used to be very successful in SEO campaigns, content marketers and brand managers nowadays have an easier time with Google and other search engines if they write longer, informative passages.
2. forcing a keyword-based title
Meanwhile, forcing keywords in the page title has changed status from "required" to "unnecessary". Instead, focus on finding a title that is meaningful, strongly relates to the content of your page and also relies on humorous techniques such as alliteration.
3. using too many meta keywords
Apart from the fact that using too many different keywords per page makes a rather unfocused impression, listing terms in the meta tag "keywords" also reveals to competitors for which keywords you would like to rank. Since the keywords listed here no longer have any effect on the ranking anyway, you should rather leave this meta element unfilled. Instead, concentrate on placing the most important keywords and common synonyms naturally in your web texts.
4. quantity instead of quality when linking
When it comes to inbound links, you might think: "The more the merrier." But this truism has not applied to search engine optimisation for a long time. The truth is that buying bulk links and not linking qualitatively to other relevant opinion leaders does not contribute to a better ranking of your website. On the contrary: if Google notices unnatural link building, you will even be penalised and can quickly lose rankings you have already achieved.
5. taking every opportunity for guest contributions
Not so long ago, it was irrelevant whether you delivered good or bad content, as long as you took every opportunity to post guest posts. Similar to link building, this practice has shifted significantly towards quality. It doesn't matter if you are guest authoring on other people's websites or if other companies are posting on your blog: Make sure that the respective brands suit you and that it is high-quality content that will bring you a good reputation.
6. neglecting good image labelling
Embedding images on websites is another popular means of promoting one's products and services in an appealing way. However, one thing is often forgotten: Writing alternative text for these images. If you do not label your images correctly, you give away the opportunity for search engines to display this content in matching search queries. Neglecting images and image texts therefore also means a big disadvantage from the SEO perspective.
7. use exact keywordsThere was once a time when using exact - and sometimes nonsensical - keyword phrases in website texts was the most effective way to improve SEO results. Today, you convince not only potential customers but also search engines more with high-quality, linguistically sophisticated content. Google & Co. now also understand plural forms, synonyms, etc. So don't cling to a stiff phrase, but build content sensibly around a keyword area.
One thing is clear: Nothing is set in stone. If you want your website to rank well in the long term, it's best to make sure you're always up to date. Because Google and its algorithm optimisations do not sleep!