Search engine optimisation (SEO) is important for most businesses. Who doesn’t want to be recommended by the search engine itself? Thus, SEO has become a major component of the modern day digital marketing efforts.
SEO is labour intensive and many aspects of it are technical. Therefore, many companies elect to outsource their SEO activities. Also, there are numerous outsourced SEO providers out there, with lucrative offers. Keep in mind the following factors before getting into the ‘low-cost trap’ while outsourcing SEO.
1. Cheap link building
One of the most common SEO techniques used nowadays is link building. However, getting the right kind of link juice is not easy. A single link from a high rating website could be worth more than 100 links from unknown websites. Also, a large volume of low quality links can be easily recognised by Google algorithms and that can trigger ranking penalties for a website.
2. Cheap content creation
Content is the king! If you have high quality and unique content, you’ll need little SEO. However, good content writers won’t work for less money. If you find and hire low-cost content writers, you may end up with a load of poorly written articles. This kind of “king” will not help you; moreover, it can damage your reputation.
3. Knowing your product and company
One needs to be extremely knowledgeable about a product / brand, when creating its SEO strategies. Make sure that you provide a detailed training to your outsourced service provider about your company, its products / services and keep them updated. Without understanding products and services, chances are that the vendor may generate useless traffic to your site.
4. Quick results or just hit and run?
Fast results in SEO is a myth. Any SEO strategy, be it under on-page or off-page optimisation, cannot bring your website on the first page of search results in a month’s time. If you find SEO providers who promise to give you fast results, beware! They might use "black hat" SEO techniques and bring short term results. However, google is smart enough to find such tricks and may penalise your website, harshly.
5. Unfriendly mobile design
Mobile friendliness is an important ranking factor. Since most people now access the internet on smartphones, you need to provide them with a convenient user experience when they browse, read, or download content from their mobile devices. Mobile optimised websites are known to perform better as compared to those that have not been optimised for mobile users. If your web page is mobile optimised, you could give a better user experience that will further boost your SEO ranking.
6. Less user engagement
Keeping users engaged on a website is very important if you want to rank higher in the search results. Sites with high bounce rates do not receive good rankings. Therefore, you must strive hard to make your website stand out among the thousands of sites that offer the same information. It is important for your site to be immensely engaging to reduce the bounce rate and improve ranking.
7. Poor user experience
Google does not encourage sites with poor user experience. How a user reacts to a site plays a significant role in its rankings. For example, if a user quickly leaves the site and returns to the SERP to find more options, it means that he is not satisfied with the content, which is a bad user experience. If there are multiple instances like this, it has a negative impact on a website’s rankings.
8. Content quality
You must create fresh content regularly as a website’s content need to be regularly updated to attain better SEO ranking. Publish original content, since duplicate or copied content could adversely affect your ranking. Create informative and relevant content to generate more traffic and to keep the visitors engaged.
Google changes its search algorithm around 500-600 times, every year. These updates are solely to provide the best experience to users. Thanks to these updates, Google can easily identify the tricks used by SEO experts to manipulate search results in their favour and penalise them as well. Stay away from these undesirable ‘SEO traps’ and focus on giving high quality user experience.