Despite what anyone might say on the topic, Search Engine Optimization (SEO) is very much active and more important than ever before for growing one’s online presence. However, that doesn’t mean that there aren’t strategies that are no longer as effective or even applicable as they once used to be. When you invest resources in moving company SEO tactics, you need to make sure that they are up to date and can still offer value. Movers Development is a company that understands this better than most, which is why we make sure to keep up with on-going trends in digital marketing solutions and strategies. Today, we take a closer look at the ineffective SEO tactics movers should avoid this year.
What are the risks of implementing obsolete SEO tactics
Taking missteps in SEO can easily lead a moving business down a rabbit hole with no gains. When a company loses track of their SEO efforts and uses outdated techniques, it can lead to devaluation from search engines, loss of traffic, bounce rate increase, and a total waste of resources. And the worst part is that it might take months for a company to realize just how bad their SEO efforts are, but by then it can be too late to fix it. That is why digital marketing agencies and marketers advise to stay on track and maintain a responsive web design and SEO strategy.
6 ineffective SEO tactics that moving companies should steer clear from
1. One-keyword pages
Before Google began upgrading and updating its algorithm, it took the slightest of changes in a search query to change the entire results page. And so, marketers decided to tackle the issue by creating a separate page for every variation of a given keyword. For example, if your company offers piano moving services, you would need to have a separate page for piano movers, grand piano movers, baby piano movers, piano moving, residential piano movers, commercial piano movers, etc.
How has this changed?
Back in 2013, Google introduced the Hummingbird update, which introduced the ability for search engines to connect variations of a single keyword and provide basically the same results. It also introduced the ability to identify different searches with the same intent, therefore again connecting synonymous phrases. As a result, companies no longer need separate pages for each variation of a keyword. Additionally, Google today is more likely to identify too many pages with similar content as spammy
What to do instead?
Optimize single pages for multiple variations of a single keyword. Use all the variations that people search for and use them in the content of your page. If your company offers piano moving services, make sure to create paragraphs dedicated to each type of piano you can move, any additional services that you can connect to piano relocation, etc.
2. Keyword density
Keyword stuffing is one of the most popular black hat SEO tactics – using an absurd amount of one keyword on a single page. At one point, marketers went as far as recommending using the exact keyword in every second sentence in the content of a page.
How has this changed?
This ultimately led Google to the realization that over-optimized content offers no real value to online users. And so, search engines started penalizing pages and articles with keyword stuffing, disregarding them for online rankings.
What to do instead?
Today, using a keyword and its variations a couple of times throughout the content you create can offer great value so long as it offers value to readers. Creating landing pages has become a battle of finding the best possible balance between engaging content and optimization.
3. Page length
Google and other search engines have continuously been raising the bar when it comes to the number of words an article is supposed to have. Until the last couple of years, that recommended minimum was 1000 words. However, recently the number has continued to grow past 2000 words. Certain topics require annual updates, such as covering moving industry trends and statistics, for example. And these articles can run up to 5000 words and more after several years. And digital marketing studies have shown that long-form content tends to have a significantly bigger impact than short-form content.
How has this changed?
The reason for this being among our choice of ineffective SEO tactics is because you can’t apply it to every type of business or web page. Often enough, 500 words of engaging and quality content can rank higher than 2500 words of content that provide no actual value to the reader. Search engines today are more oriented toward providing readers with actual value through content. Therefore, going overboard with an article that would be overwhelming to go through to find an answer to a simple question might prove as a waste of resources.
What to do instead?
It’s good to establish a minimum word count, but it is far more important to provide content that completely covers the topic primarily. Sometimes, that will require 1500 words while other times it might come down to 500 words. Disregard counting words and focus on the overall quality of the content and its optimization.
4. Web 2.0 backlinks
The importance of gaining backlinks for your website has become a well-known and established factor when it comes to online ranking. However, earning links is a challenging and complex process and one that requires time. In the past, Google’s algorithm looked past the origin of the links, which gave marketers an opportunity for massive link placement through user-generated content. And soon enough, search engines realized how spammy this approach was.
How has this changed?
Once Google realized the amount of malversation that came from link building through user-generated content, it decided to increase its measures against it. And so, back in 2005, it came up with the nofollow attribute, which deems the link useless, offering no value to the web page it links back to. Since then, nofollow backlinks have been implemented on most Web 2.0 sites, apps, and social media platforms.
What to do instead?
Although your rankings can’t benefit as much from nofollow links, they can still bring in traffic and promote your content. And that can open up the chance for link earning through quality content that other websites and social media users might find useful enough to share with others.
5. Keyword-rich anchors
Not so long ago, SEO specialists were keen on using anchor texts optimized for exact keyword matches on other websites, to signal link relevance and boost online rankings. By inputting an exact keyword linking back to the page you wish to boost in terms of rankings, search engines would offer a great deal of value.
How has this changed?
The approach has been surpassed by the constant updates of Google’s algorithm. And so, it is no longer necessary to use anchors with exact keywords to point out the relevance of your backlink. Google is now more oriented toward the text surrounding the anchor – looking at the bigger picture of your argument, to establish link importance.
What to do instead?
Just like arguing a case, you need to establish a strong foundation before making a claim and, in this case, linking that claim to your website. Otherwise, you risk penalties such as nofollow links. Consider using branded, naked, or long-tail anchors instead of exact-match ones.
6. E-A-T optimization
Back in 2018, Google introduced its E-A-T (Expertise, Authority, and Trustworthiness) update, which primarily affected medical websites. The update was reinforced with the belief that the quality of online content now plays a crucial role in gaining ranking positions for it. Soon enough, advice on dealing with E-A-T update started popping up, from hiring knowledgeable writers, optimizing About Us and T&C pages, updating old posts, engaging through social media, proofreading, etc.
What to do instead?
Find the balance between SEO and copywriting, making sure to cover all your on-page and off-page optimization bases while ensuring that the content you create has weight. If you want to stay ahead of the competition and establish your moving business as an authority, you need to offer real value to online users.
Start working on your effective SEO strategy today
With SEO being as challenging and demanding in terms of creating the perfect strategy while staying on good terms with Google, it can prove time-consuming and cost-effective to tackle the task on your own. With companies such as Movers Development, you don’t have to stress over such obstacles. Our team can help guide you through ineffective SEO tactics movers should avoid and provide you with action plans that can help your moving business grow.
- Give us a call today and start making a difference in your online rankings and the number of leads you generate.
