What are the common mistakes that are done in search engine marketing?
As can be observed in the past years, more businesses, as well as advertisers, are spending more of their resources on search engine marketing or SEM, considering that most of them taking the advantage of the overwhelming number of daily searches through laptop, computer, smartphone, and iPads/tablets in order to promote their business. However, there are still thousands of businesses and advertisers who are unaware of ways on how they can create adverts, put them up in the right place at the right time, so as to make great use of their organic search, as this is a free opportunity that should be considered.
Defined as increasing the visibility of a website in the search engine results pages (SERPs), search engine marketing can be also become difficult to deal with. And the following are some of the mistakes that should be avoided in SEM.
If you utilise running AdWords campaigns for your business, make it sure that you have excluded the negative keywords, for they are words that you have to avoid, or else you’ll pay for them. Negative keywords are those words that don’t really describe your products or services since they are very generic. They will only spend your ad budget with little to no result.
In order to achieve this, make use of Google AdWords’ Keyword Planner tool. With this keyword research tool, you are given the opportunity to determine the best keywords to use for your ad campaigns as well as identifying negative keywords so you can exclude them. For when a negative keyword is added to your ad group or campaign, the possibility that your site will be listed in the search containing that word is very small.
Difficult Page Navigation
Users prefer to easily get information quickly, and with this, they get frustrated when search results don’t match their search query, more when they are not able to find what they are looking for on the site. This is the reason why it is important to have an easy search function or seamless content database dedicated for your visitors for them to be able to find the information they needed, or else, Google algorithms will consider your site not suited or not relevant for the search if traffic flicks back to the search results. This can drive your site down a few rankings on the search page with the traffic that was supposed to be yours will go to other sites.
Links and Landing Pages Don’t Match
Customers are not similar to each other, with some of them may hate the idea of being surprised. For example, your ad is a furry cat and then they click it which directed them to your landing page which is obviously a clinic, since it is not what they expected, they will leave out of your site instantly. This is very common among most of the adverts, and that should be avoided in search engine marketing. It is necessary that links should correlate with the advertised service or product and that the contents of the page should be relevant to satisfy potential customers.
Pages are not Mobile-Friendly
Since most of the searches nowadays are being carried out on tablets and smartphones nowadays, landing pages or home pages need to be mobile-friendly. But why?
Given that smartphones and tablet screens have different dimensions that of computer and laptop screens, it would be inconvenient for viewers if pages are too big because they were not resized for mobile, thus hinting them to exit and go back to the search results to find another page. This will then be recognised by Google, pushing you down from the rankings in search results. So if you are to set up your website, make it mobile-friendly to avoid getting penalties from Google.
Search Engine Marketing can be of great help for your business if you are able to avoid the common mistakes mentioned above. If we ever missed some of the mistakes that marketers do in SEM, comment them down below!