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The Common Mistakes That Search Engine Optimization Companies Make

Search Engine Optimization is a service not a product.  Like all other services, customer feedback is the key component to achieving the best results.  Here are several common mistakes that Search Engine Optimization companies make while trying to grow traffic to their client’s website.

Poor Setup
This is the most important part to the search engine optimization process.  During this initial phase, the SEO agency should meet with their client and put together a list of keywords.  These keywords should be the words that potential prospects would type into a search engine.  For example, we have a client who does auto accident investigations for insurance companies.  It’s fairly easy to come up with some general terms but only after consulting with the client did we find out his firm is focused on 4 states (NY, NJ, PA, OH) and he only works with insurance professionals not consumers.  So we also came up with a very specific list for him.

General List Auto accident investigation Traffic accident reconstruction Traffic accident investigation Car accident review

Specific List Certified reconstructionists Delta-v analysis NJ accident reconstructionist NY accident reconstructionist

Client's keywords on Google 1st page: NJ accident reconstruction roadway defect analysis construction site accident pictures traffic accident investigation nj

As a search engine specialist, my area of knowledge is not the automobile industry.  However, my client’s profession is strictly automobile care.  So, who is better qualified to come up with a series of keywords of services offered?  Too many SEO agencies are quick to provide a list of 100+ words that generally relate to the client.  The problem is the words are often too general.  Why is this important?  The website is now attracting visitors who are looking for “windshield replacement” when you do not provide that service. 

Constant Updates and Submission
A second common mistake of many search engine optimization agencies is that they fail to regularly change the title and meta tags on each web page.  Search engines are looking for the latest and most relevant content to fulfill a user’s search result.  By continually submitting the same website with the same title and meta tags each month, very little is going to change in regards to the search engine optimization process.  In fact, with each submission, the website appears to be older and older.  A simple reordering of keywords in the title and meta tags is recognized as an updated website to search engines.  A website that is continually being updated will be seen by search engines as fresh new content and will be rewarded with higher placement.

Lack of Communication
The biggest mistake an agency can make is not to communicate with their client.  The agency might be doing a great job having your website listed in top position for various search terms, however, if the client is not receiving any new business leads or contacts, then how good are the results?  The only way to see if the SEO process is working is to constantly be in touch with the client.
It’s more important to attract quality visitors to your site rather then a quantity of unqualified visitors.  Who has time to pursue dead leads?