Many business people have a hard time seeing the value of SEO, and we all know that. There’s a lot of information and misinformation out there about SEO, and it can increase the difficulty of the decision.
While a successful SEO strategy will require several months to yield positive results for a business, and the strategies may not make sense for non-SEOers, it may make a significant improvement in a company’s online exposure and gains.
The question which must be asked, then, is exactly what SEO risks are worth it, and that ought to be avoided.
SEO Risks to Take
- Making and Testing Large and Small Changes
The entire aim of SEO is to get traffic and, ultimately, transactions on your site.
So, what if you’re getting your website to rank well for certain keyword phrases, but nobody is clicking your link?
It will likely take a bit of trial and error to come up with the correct wording and design combination that leads to maximum website traffic and transactions. In this period, you might find a combination that does not work well at all and ends up decreasing what traffic you do have — for a short time.
The risk is worth it, though, because as soon as you find the best results, you will be able to focus on that component and continue to push more traffic and get much better returns.
- Getting and Giving High-Quality Backlinks
Why would your company feature a link to another business’s site and risk the web user leaving their webpage?
Backlinks are a well-established part of SEO, and most firms wish to have as many of these as they can. They help increase rankings and build authority.
However, it’s not just about being the one with the most links. Sometimes you need to give a little back.
So, you may risk losing a few web visitors by providing a hyperlink to other high-quality sites, but at the same time, you are showing Google that you are using and referencing reliable websites with established authority.
Just remember, webpages that intentionally include hyperlinks to low-quality, malicious, and spammy websites are at risk of being penalized by Google. You might also get penalized by getting too many hyperlinks to your website from these poor-quality sites. To be safe from this, get the best SEO help from SEO Dallas.
- Enhancing Your Site’s URL Structure
Ideally, your homepage URL should be short, with only the company name, for example www.yourcompany.com. Short, easy, concise, and easily remembered.
Subsequent webpages, however, should have targeted keywords and be specific concerning the content of the page.
Nevertheless, you don’t want to let the URL get out of hand. If they’re too long and descriptive, so the search engine will truncate their display with a […] following a chalk stage.
So, it may be time to alter some of your URLs with an overhaul of the site’s structure.
The risk, here, is any sort of modification like this can impact your rankings. As you change old URLs and 301 redirect traffic to the new ones, then you might observe some drops in traffic and rankings.
- Overhauling Your Site
Every once in awhile, websites need to get updated and redesigned. Site redesigns may be risky and expensive, not to mention time-consuming.
Eventually, though, your website may need a new facelift. Perhaps it just looks extremely obsolete. Then again, it might be optimized for search engines, but human users find it hard to navigate.
Of course, like changing the URL construction, these types of changes have a threat to your rankings as Google tries to re-evaluate your site.
Usually, however, Google understands that each site goes you just have to be patient. Most of your clients will eventually get accustomed to the changes, also. More to the point, updated your website has a better prospect of earning a lot of new customers.
- Buy Expired or Available Domains
Some site owners, for whatever reason, don’t renew their domain names, making them available for other people to buy and use.
Purchasing some domain names with history and redirecting them to your site can be a fast and effortless method to increase the number of valuable backlinks adding some link juice to your website.
The domain name, as an instance, needs to be associated with your enterprise. It needs to be professional and legitimate, because if this domain receives rankings and traffic, those people will be redirected to your site, and there’s nothing more frustrating than coming on a website that isn’t at all related to your original search.
This strategy, however, is cheap and can drive serious traffic to your website if you follow the proper practices.
SEO Risks to Avoid
Now that you have an idea of what SEO risks are worth taking, here are SEO risks that will likely do your business more harm than good:
- Poor Doorway Pages (or some other door pages at all)
Doorway pages are simple and easy to create in batches to target specific search phrases and keyword classes. Trustworthy SEO Company like ioVista avoids doorway pages as a guideline because Google greatly dislikes them and penalizes websites that use them.
Google’s view of these pages should be reason enough for you to prevent this specific risk.
The only real-time Google will let doorway pages slip is if they provide unique, clear, and precious content and information to the site visitor — in other words, only if it acts exactly like the regular content on your site.
There is simply no reason to bother with them, so don’t risk it.
- Disallowing Neutral Backlinks
You want great backlinks to your site, not bad ones. What about the neutral ones, that don’t help, yet don’t damage your site’s ranking and SEO?
Neutral backlinks might not give your site the SEO boost it needs, but also they won’t subject your website into Google’s potentially harsh penalties.
Using Google’s Penguin update, some penalties for bad backlinks since the search engine realized the websites themselves don’t have control over every site that links to theirs.
Because of this, it’s harder for a website to be punished by Google for malicious backlinks.
- Using Exact Match Keywords in Anchor Text
It might appear logical to have your targeted keywords as the, after all, you want your website to rank for that keyword or phrase.
This practice was popular for SEOers in the past who had the same logic. Unfortunately, this practice got abused by “black hat” who employed an inordinate number of precise match keyword anchor texts to connect to their sites — and the links did not exactly come from the most authoritative sites.
Since that time, Google has considerably broken down on this practice and will punish sites who overdo this practice. Do not risk it.
- Making Too Many “Small” SEO Changes into a Site
Sometimes, it’s a fantastic idea to update the content on your site. In reality, Google favors fresh, updated content.
But always changing the content and the appearance and feel of your site, a little bit at a time, strictly for SEO purposes, won’t go unnoticed by your website traffic or Google.
Making a lot of changes to your site or making the changes also often will raise red flags for Google that will likely see your webpage as suspicious and likely penalize your website.
Balancing Risk and Reward
SEO is essential for any company to be successful. There are lots of risks to SEO, some of which are well worth considering since they can produce favorable results for a business. Other risks can damage and hinder a company’s online marketing strategy and online presence.
As risky as SEO is, the only thing riskier is for a company not to do any SEO at all.
Mike Patel is a digital marketing enthusiast, innovator and President of a leading Digital and E-commerce Development Agency in Dallas, Texas. Mike holds a BS, Computer Science degree from Wayne State University and is a key player in the E-commerce development and digital marketing industry since 2004. The scope of technology in his extensive experience of more than 15 years ranges from Magento, Shopify, BigCommerce SEO (Search Engine Optimization), PPC (Pay Per Click) management, E-commerce SEO, Google Shopping Ads and more.