Everything that refers to the web is in constant evolution, the techniques are constantly mutating. We give you a list of SEO tactics that you should stop using in 2018. Practices that at some point were effective but that are no longer and you should not waste time or money on them.
Not all techniques will work forever
It is normal for us to believe that something that once worked well, does not work anymore. Because it might seem like it was yesterday when we used that good strategy that helped us get the first places.
In the world in which we live today fashions are temporary, the same happens with SEO techniques. Web ranking is constantly evolving and SEO is not the same today as it was a year ago.
The evolution of SEO is largely due to changes in Google algorithms. The main search engine always has the goal of offering a better experience to the users, therefore, of giving them the content that really answers their doubts.
By changing Google’s algorithm, SEO experts have to vary the techniques. Nowadays everything that is done with respect to web ranking is given with two aspects in mind: the user and Google.
SEO tactics that you should avoid in 2018
We are finishing 2017 and you will be planning what you will do next year, what will be the strategies to carry out. For that you must know what has stopped working in SEO and what is still effective.
Keyword stuffing or excess of keywords
This is perhaps one of the most repeated tips on the lists of what you should not do in SEO. And it is that some time ago this technique worked very well, but also for a few years it stopped serving.
Basically keyword stuffing is filling a keyword page. These were put on a list or group, out of context, repeatedly an inadequate number of times. Always with the intention of appearing relevant to search engines.
This is seen as bad wording and black hat SEO. That does not help readers, but is a text made only thinking about the search engines. But, now the search engines recognize it and doing so puts your website at risk. Since the Panda update in 2011 you could be penalized by keyword stuffing.
The correct practice:
Fill your texts with keywords will not be good for your website. But, if you could use the keywords to tell the search engines to take your content into account and that it is optimized so that your target audience can understand it.
Take into account that Google currently uses a number of factors to analyze the texts. The LSI (Latent Semantic Indexing) refers to the relationship between the terms and the context in which they appear. You want your content to be as clear as possible for Google, that’s why the importance of context.
Include many keywords in the Meta title
This is related to the previous point; you should not put all the possible variations of the keywords in the Meta title. Do not decide on keyword stuffing before readability.
It is a common practice, especially in online stores, to place variations of the keywords in the title, for example: Sale of clothes online, clothes for sale online…
Like the previous strategy, it was a very common practice, but it has ceased to be effective. The clicks that your URL receives from the SERPs are a factor that Google takes into account for the rankining of your website. This type of titles will not get many clicks because it is seen as unreliable, spam, has no call to action, and also does not give much information.
The tactic that does work
The Meta title should be attractive, informative and call to click. For example: Buy clothes online at the best price in…
Recommendations for a good Meta title:
You must take the length into account. It is necessary to be short, because Google cuts it from 512 pixels, which are around 55 characters.
It has to be relevant for Google to consider your page as a result of a search. Which means that the keyword should be as close to the beginning as possible? It prefers to place them in the first 20 characters.
It needs to include a call to action, which is irresistible. Consider including verbs and a value proposition.
Capitalize the most important words in the Meta title. But, do not write all the words in capital letters, because this will be seen as spam.
Misuse of anchor text in internal links
Internal links are those that go from one page of a domain to another of the same web. They help navigation, to establish hierarchy in the information and, finally, to pass the link juice between URLs.
A good internal link strategy will help your SEO. This gives a way to the spiders of Google to crawl your web. But also to users because it allows them to browse your website and find the information they are looking for. In the home of your website you will see the basic information of your business, but there you will find links to each service page, as well as to your blog.
For its part, the anchor text is the text that is clicked on a link. It is the one that we often see underlined and blue in the webs.
The error is in using too many texts anchors with keywords in your internal links. Because if you do Google will start to suspect. The reason? It looks like spam and over optimized. This was a common practice before, but it is no longer effective.
Follow good practices:
In everything that refers to links, whether internal or incoming, it is best to avoid always placing the same anchor text. Because it looks unnatural. In the links within your website you should follow a logical structure and not fill in anchor texts with keywords.
As for the hierarchy, make sure that all your important pages are not more than three clicks away from the home of your website; this is known as depth of the links.
Create multiple pages for the same keywords
We return to the topic of keywords and are that everything related to the excessive use of these is seen as bad SEO practice by Google. Also, it annoys users. Creating a page for each variation of the keywords served some time ago, when keyword stuffing worked, but no longer.
But, now Google knows that if you have pages with men’s shoes, running shoes man, men’s running shoes, running shoes, sneakers, cheap sneakers, etc … you have an intention of background. So you do not have to create separate pages.
The correct way would be:
Ideally, you should strive to create well structured, informative and visually appealing landing pages. And you can include the keywords and LSI naturally within your content, in the header and the Meta title.
Use old link building techniques
There are link building techniques that you should avoid today. Although there are many ways to get inbound links to your website, not all of them do not work currently, nor are they accepted by Google.
Getting inbound links to your website is one of the most important parts of off-page SEO. The good practices of link building will help you improve your web ranking. While errors could result in penalties.
Google has tried to block the link building in many ways, but the incoming links continue to play an important role in the algorithm. The search engine today still has problems to differentiate the links you’ve got honestly from those that are manipulated.
With this in mind, many implement SEO black hat techniques and follow strategies that are not up to date. They are mostly seen as spam or irrelevant.
The old link building techniques include:
Links to sites of bad reputation.
Buy or sell links.
Links do not follow.
Get links from sites that are not your niche.
Place too many links to your website in a few days.
Register in low quality directories or forums.
Place links in blogs.
Create private blog networks (PBNs).
Exchange of links.
Guest posting of low quality or irrelevant.
What are the good practices of link building?
Most link building techniques are harmful and could damage your website. Then, the first thing you should do is eliminate the links of bad reputation that can affect your website.
After doing that, the ideal would be to start getting quality and secure links to your website. You can make guest posting, but on trustworthy websites, in your niche and with authority.
You could also take advantage of online reviews. Maybe there are many posts about things related to your business; you could ask them to make reviews of your products, which will help you get quality links.
Yes, you can comment on posts and articles that relate to your niche, but make sure they do not look like spam. They should look natural and add value.
Offer gifts in any industry there are popular blogs and if you give something you could get more engagement and traffic. You will get more exposure and links from a reliable source.
As with the comments on blogs, there are also quality forums on your topic. Of those who will get good incoming links if you interact naturally, you add value, instead of promoting your products or services.
The business directories and yellow pages will be very useful for local SEO. Webs of the Chamber of Commerce, business associations, among others, will allow you to get quality links from your niche.
Discovering the links of your competition may be one of the best link building techniques. By doing so you will be able to get hundreds of potential link opportunities.
Create low quality content
You’ve heard many times that content is a great ally of SEO , but you know that making good posts takes a lot of time, money and effort. The update of Google Panda has been one of the most important of the search engine, launched in 2011, but in 2016 it was added to the core of the algorithm.
Panda is the quality algorithm. To avoid being penalized by this, you should avoid duplicate, low quality or keyword stuffing content. To review the copied content, use a tool such as copyscape.com.
If you have an online store you should review the description of each product. It is a normal mistake to leave the manufacturer’s description.
Follow good techniques when creating content
Check your website in search of low quality content, which could affect your rankings. And it’s not just uninteresting content, but also short texts. For example, if you have articles of less than 250 words, this is an indicator of problems on your website.
If you detect pages with low quality content or very little, you should start to lengthen it, create quality content and optimized. Thus your pages will be relevant for a greater number of keywords, and you will be able to position yourself for more terms.
In the info graphic at the end of the text you can see how to create good content for SEO.
These are the SEO tactics that you should stop using in 2018; the old practices will not help improve your website ranking. But, if you need help to get your website to the first places of Google you can contact us and ask for a free quote.