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The Do Nots of SEO: 7 Terrible, No-Good SEO Tactics to Abandon Forever

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Bad SEO tactics are like a bunch of cockroaches invading your internet house.

They. Just. Won’t. Die.

Plus, they’re hard to find and easy to miss. When you finally spot one, it can scuttle out of sight before you know it.

It’s no wonder that despite the evolution of Google and the internet, bad SEO content tactics still proliferate. They continue to haunt webpages, search rankings, traffic, and conversions.

So, what are some of the craziest and most common “do nots” of SEO?

Learn what to absolutely, always avoid doing when writing SEO content.

In this presentation, we will cover:
– The most common bad SEO content tactics that are still happening all over the web in 2019.
– Which bad SEO content tactics Google really hates.
– Smart solutions and replacements to help you avoid them for good.

Published in: Marketing
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The Do Nots of SEO: 7 Terrible, No-Good SEO Tactics to Abandon Forever

  1. 1. #SEJThinktank @JuliaEMcCoy Julia is the CEO of Express Writers, 2x author, and content marketing educator. Her expertise is SEO-friendly content marketing. Since 2011, her agency of 90+ writers and strategists have created content for a huge variety of brands around the globe…even Johnson&Johnson and Nordstrom.
  2. 2. #SEJThinktank @JuliaEMcCoy Welcome to our webinar! The Do Nots of SEO: 7 Terrible, No-Good Tactics to Abandon in 2019
  3. 3. #SEJThinktank @JuliaEMcCoy Question….
  4. 4. #SEJThinktank @JuliaEMcCoy Why should we care about what “NOT” to do when it comes to our website & Google-friendly practices?
  5. 5. #SEJThinktank @JuliaEMcCoy Because if we’re still practicing outdated or worse, penalization-worthy practices, Google AND our human audience might feel a little like this when they see our site…
  6. 6. #SEJThinktank @JuliaEMcCoy “It was a terrible, horrible, no good, very bad [site]!” Scene from the 2014 movie Alexander and the Terrible, Horrible, No Good, Very Bad Day
  7. 7. #SEJThinktank @JuliaEMcCoy Steve Carell’s expression sums up the feelings of Google and our reader when they find us (subconsciously or not) guilty of bad practices online.
  8. 8. #SEJThinktank @JuliaEMcCoy Google is pro-user. Google’s face when spotting an anti-user site
  9. 9. #SEJThinktank @JuliaEMcCoy We care about Google and avoiding bad practices for search because…
  10. 10. #SEJThinktank @JuliaEMcCoy We care about Google and avoiding bad practices for search because… if you add together traffic from all popular search engines (Google primarily, along with Bing, Yahoo, and YouTube), 70.6% of all online traffic originates from a search engine.
  11. 11. #SEJThinktank @JuliaEMcCoy Out of 70.6% of all online traffic originating from a search engine, 60% of that happens in Google. This means more than half of all traffic on the web starts with a Google search.
  12. 12. #SEJThinktank @JuliaEMcCoy Source: Sparktoro and Jumpshot, design Backlinko
  13. 13. #SEJThinktank @JuliaEMcCoy To forget, or even worse – ignore! – how your website is performing in search, is… REAL TALK… irresponsible.
  14. 14. #SEJThinktank @JuliaEMcCoy To forget, or even worse – ignore! – how your website is performing in search, is… REAL TALK… irresponsible. The good news is that if you put the right practices in place, you might be on the verge of a success story.
  15. 15. #SEJThinktank @JuliaEMcCoy Success Story: 8 years and counting, 99% leads & revenue through SEO content!
  16. 16. #SEJThinktank @JuliaEMcCoy And with that, let’s head into…
  17. 17. #SEJThinktank @JuliaEMcCoy Poll Question #1 What is your biggest concern when it comes to your SEO efforts?
  18. 18. #SEJThinktank @JuliaEMcCoy Ready for our first SEO no-no?
  19. 19. #SEJThinktank @JuliaEMcCoy Using your target keyword in an outdated, forced and stuffy style
  20. 20. #SEJThinktank @JuliaEMcCoy
  21. 21. #SEJThinktank @JuliaEMcCoy Creating too much content around similar keywords can cannibalize your keyword rankings.
  22. 22. #SEJThinktank @JuliaEMcCoy Solution Naturally incorporate synonyms of your focus keyword in one comprehensive piece of content.
  23. 23. #SEJThinktank @JuliaEMcCoy Tip Scroll down to Google after you type in your target keyword to find synonymous keywords.
  24. 24. #SEJThinktank @JuliaEMcCoy Here’s what that looks like…
  25. 25. #SEJThinktank @JuliaEMcCoy
  26. 26. #SEJThinktank @JuliaEMcCoy All of these synonymous keywords make excellent keyword choices to use in our blog!
  27. 27. #SEJThinktank @JuliaEMcCoy Question time…
  28. 28. #SEJThinktank @JuliaEMcCoy Poll Question #2 How often do you perform keyword research?
  29. 29. #SEJThinktank @JuliaEMcCoy Developing ONLY short, thin, non-comprehensive content
  30. 30. #SEJThinktank @JuliaEMcCoy Short content has its place. Not so much in SEO.
  31. 31. #SEJThinktank @JuliaEMcCoy Solution Create long-form content.
  32. 32. #SEJThinktank @JuliaEMcCoy Incidentally, the most-shared AND the highest-ranked content is long-form (1,900-3,000 words).
  33. 33. #SEJThinktank @JuliaEMcCoy BuzzSumo analyzed more than 100 million articles. The most-shared posts were long-form. Backlinko studied 1 million blogs, and found 1,900-2,000-word posts at the top of Google.
  34. 34. #SEJThinktank @JuliaEMcCoy
  35. 35. #SEJThinktank @JuliaEMcCoy
  36. 36. #SEJThinktank @JuliaEMcCoy Posting content erratically instead of on schedule
  37. 37. If you post content consistently, you’ll feed Google, your website, and build your list. #SEJThinktank @JuliaEMcCoy
  38. 38. Hubspot looked at blogging frequency data from over 13,500 marketers and agencies. Those who blogged 16+ times per month earned the most traffic and the most leads. #SEJThinktank @JuliaEMcCoy
  39. 39. #SEJThinktank @JuliaEMcCoy
  40. 40. #SEJThinktank @JuliaEMcCoy Solution Set a blogging schedule. Post consistently and regularly to build up your content library.
  41. 41. #SEJThinktank @JuliaEMcCoy But, don’t lose quality in the process, which brings us to #4…
  42. 42. #SEJThinktank @JuliaEMcCoy Prioritizing quantity before quality
  43. 43. #SEJThinktank @JuliaEMcCoy Google cares about quality content, in a big way. Poorly-written, crappy content does NOT contribute to high rankings.
  44. 44. #SEJThinktank @JuliaEMcCoy According to Google Quality Rater Guidelines, Google says that pages with the highest quality: • Achieve an intended purpose • Demonstrate a high level of E-A-T (expertise, authoritativeness, and trustworthiness)
  45. 45. #SEJThinktank @JuliaEMcCoy For more on Google’s Search Quality Evaluator Guidelines, see my post on SEJ: searchenginejournal.com/google-says-need-expert-writers-content-standards-new-search- guidelines
  46. 46. #SEJThinktank @JuliaEMcCoy Solution Focus on creating better content than the results that already exist in the top five results on page 1 of Google for your keyword/term.
  47. 47. #SEJThinktank @JuliaEMcCoy Publishing duplicate content
  48. 48. OOPS! According to a SEMrush study of over 100,000 websites, one of the most common on-page SEO errors is duplicate content. #SEJThinktank @JuliaEMcCoy
  49. 49. #SEJThinktank @JuliaEMcCoy Nearly 66% of websites in the study were publishing duplicate content.
  50. 50. #SEJThinktank @JuliaEMcCoy Solution Use Copyscape to run your content through a duplicate search, and rewrite any pages that have a high percentage match. Goal: 0% match.
  51. 51. #SEJThinktank @JuliaEMcCoy Buying backlinks
  52. 52. One of the oldest and most black-hat SEO ‘techniques’ out there, buying links is expressly forbidden and penalized by Google nowadays. Just don’t do it. #SEJThinktank @JuliaEMcCoy
  53. 53. Google views each link to your site essentially as a “vote of confidence”. If you buy backlinks, Google equates that to vote rigging. #SEJThinktank @JuliaEMcCoy
  54. 54. #SEJThinktank @JuliaEMcCoy In Google’s Webmaster forum, Google says that ‘buying or selling links may be considered part of a link scheme and a violation of Google’s Webmaster Guidelines.
  55. 55. #SEJThinktank @JuliaEMcCoy Solution Create backlink-worthy content, consistently.
  56. 56. #SEJThinktank @JuliaEMcCoy Strive to become a known resource that people know, like, trust, and link to. This takes time and commitment.
  57. 57. #SEJThinktank @JuliaEMcCoy Can you survive without physically buying or acquiring links?
  58. 58. #SEJThinktank @JuliaEMcCoy Can you survive without “getting links”? YES. We’ve never sought out a link in 8 years! Quality of content, originality of thought, and relevancy for our audience has always come first.
  59. 59. #SEJThinktank @JuliaEMcCoy Other leaders that have earned thousands of links without ever seeking one… - Unbounce: Oli Gardner wrote free ebooks and blogs to grow their brand. He created a 13,000-word, 15 million pixel infographic, The Newb's Guide to Online Marketing, for Moz. It was downloaded over 150,000 times and earned thousands of backlinks. - Buffer: Kevan Lee has created ‘ultimate’-style content that’s earned hundreds of links per post for Buffer. Their “What We Learned Through 43 Million Facebook Posts” earned 164 organic backlinks.
  60. 60. #SEJThinktank @JuliaEMcCoy Forgetting about consumer reviews—or even worse, getting fake ones posted and written
  61. 61. 70% of consumers today check out company and product reviews before making an online purchase. #SEJThinktank @JuliaEMcCoy
  62. 62. A study by the Washington Post found that 61% of electronics reviews on Amazon are fake. #SEJThinktank @JuliaEMcCoy
  63. 63. #SEJThinktank @JuliaEMcCoy Solution Ask more happy customers on a regular basis to review you on social media or your most important site (BBB, Yelp, Amazon). Listen for customer “YAY!” moments, and ask then.
  64. 64. #SEJThinktank @JuliaEMcCoy What did you learn today?
  65. 65. #SEJThinktank @JuliaEMcCoy If we’re still practicing outdated or worse, penalization-worthy practices, Google AND our human audience might feel a little like this when they see our site…
  66. 66. #SEJThinktank @JuliaEMcCoy “It was a terrible, horrible, no good, very bad [site]!” Scene from the 2014 movie Alexander and the Terrible, Horrible, No Good, Very Bad Day
  67. 67. #SEJThinktank @JuliaEMcCoy Google is pro-user. Google’s face when spotting an anti-user site
  68. 68. #SEJThinktank @JuliaEMcCoy 1. Don’t create too much content around similar keywords. Naturally incorporate synonymous keywords. 2. Don’t create short, thin content. Comprehensive content earns more mentions, shares and rankings. 3. Don’t post content erratically. Stick to a content schedule. 4. Don’t put quantity before quality. Focus on creating better content than what’s already in Google’s top 5.
  69. 69. #SEJThinktank @JuliaEMcCoy 5. Don’t post duplicate content. Use Copyscape to check for originality. 6. Don’t buy backlinks. Create backlink-worthy content. 7. Don’t forget customer reviews—and never have fake ones created and posted. Ask happy customers for reviews in their “Yay!” moments.
  70. 70. Julia McCoy CEO, Express Writers @JuliaEMcCoy

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