These days, it is most important for websites for their owners to run a comprehensive and complete SEO campaign to rank. The competition is already fierce in almost any arena, particularly HVAC, so if you still haven’t put the effort into optimizing your website and being updated with SEO trends, it is highly likely that your competitors who are ranking in search engines have already left you in the dust.
SEO in today’s parlance would mean the consolidation of the best practices that search engines recognize that in turn make them reward the websites that adhere to these practices a high ranking. On the flip side, websites that do not follow these best practices are most likely to suffer from ruined rankings. Thus, it is important to recognize what mistakes borne out of not following SEO best practices are so that we can all fix and avoid them.
You aren’t indexing your pages properly
Of course, everyone with a website wants to have a high Google ranking. Unfortunately, this goal will never be met if Google’s bots cannot see the website in the first place. The biggest reason for this that your site’s pages are not properly indexed. Most problems connected to indexation are traced internally, with developers not allowing the page in your robots.txt file, or it may be that a page has a NOINDEX tag added to it.
There are also cases wherein websites are crawlable, but Google only publishes a portion of what is expected, which may be a result of a manual action. In these cases, an audit for the entire website is needed. Through an audit tool, you will see the overall SEO health of your website, which pages aren’t indexed, which are in violation of Google’s best practices, and which contain wrong tagging instructions. An audit is recommended regularly, possibly once a month.
Indexing is really the first step in any SEO audit. Why?
If your site is not being indexed, it is essentially unread by Google and Bing. And if the search engines can’t find and “read” it, no amount of magic or search engine optimization (SEO) will improve the ranking of your web pages.
In order to be ranked, a site must first be indexed.
Is your site a keyword cannibal?
Another bad practice in the world of SEO is that most websites, especially marketing ones, have overly saturated some topics, causing sites to publish similar materials that contain more or less the same keywords. This makes all sites involved compete with the same keywords, and everyone ends up being victims because all rankings suffer.
As complex as the issue may be because it involves other competing websites, there are also simple solutions, one being using a keyword mapping tool.
This might sound as a strange term but actually has a lot of potential, in regard to fixing keyword cannibalization. You can start by de-optimizing the web page that is silently killing off your authority by featuring as an unwanted entity at the top. However, de-optimization might take multiple forms as one can de-optimize the entire content steam by precisely removing the relevant keyword references.
Are your site’s pages structured properly?
You may wonder why your site is ranked lower than your competitors despite yours having more backlinks. These days, Google has become smarter about quid pro quo linking strategies; thus, having the largest backlink catalog does not guarantee high rankings anymore. Form and structure have become more important now more than ever. Thus, for example, even if you have the best 2,000-word article on the best clubs to go in your area if Google decides that the best format for that particular topic is an image gallery, the sites that have pictures of the nightspots would rank higher than yours.
To prioritize and build up a logical hierarchy of these elements, you need to collect a semantic core. Based on your keyword research, you are outlining your future sections and their subordination. It is not necessary to create all the pages at once — you only need to understand the approximate number of pages and their order of priority.
Are your links coherent and well-distributed?
Any visitor to your website should be able to go from a specific page to the homepage with ease, have a general idea of which section he or she is on your website, and be able to go anywhere with just links to guide him or her. If that’s the case with your website, then it has great internal linking. If visitors get lost, it may be because your developer may have concentrated only on linking pages that bring in more visitors. Ideally, links should be well distributed throughout your site, and not following this would cost your site high rankings.
To get started, first identify what pages of your site have fewer links. There are many tools out there that will help you identify this data, although I prefer to take a manual approach wherever possible, just to make sure the information is correct, reliable, and up-to-date.
Does your site load fast?
How your page loads have been a major factor in search engine rankings for quite some time. But then, it might be that some have taken this factor for granted and forget to prioritize this factor. Not only will a slower site be ranked lower, but visitors also stay away from slow-loading websites, affecting your visitor stats. This is especially true for mobile sites. Recent studies reveal that if a mobile site takes more than 3 seconds to load, visitors, abandon it. Moreover, since July 2018, mobile page speed has also been a factor in its rankings.
First thing first: Is there an underlying problem with your site that is causing it to be slow? The easiest way to check is to do benchmark testing. Luckily, there are many free tools online that can be used to do this, and the more tests you’re able to perform on your site the better.
Stay away from these SEO fails. For your online marketing needs, trust All Systems Go Marketing to support you. Get in touch with us about your HVAC digital marketing strategy today.