Six mistakes made by emerging brands that affect their ref

The Internet is a tough place for marketers. It has never been easier to float a business and yet it has never been so difficult to market it. In theory, it's convenient to build a website, it's fun to start creating content, and even easier to share on social media.

And yet, when we take the plunge, we seem to have a lot of trouble. The different parts of the puzzle don't quite come together. Then there is SEO and its constantly evolving rules.

SEO can make or break your digital game. This is also something new businesses often get wrong. Here are some mistakes that emerging brands are particularly prone to make that can negatively impact their search engine performance. Make sure you protect yourself from it.

Poor keyword planning and ignore local search

Locking Right keywords is crucial for a business. You want keywords that are competitive and capture the essence of the business, so that the SEO and content combined gives your website a boost. chance to rank high on Google.

But choosing the right keywords takes some thought and planning, as well as a reliable tool like Google Keyword Planner .

Let's take a hypothetical example of a Pilates studio owner in Philadelphia who has big ambitions for his small business. It may or may not want to become national, but it certainly wants to develop. For her, the keyword "fitness studio " will be of no use because the competition is fierce. It must be as specific as possible if it wants torank up in that space.

"Pilates studio Philadelphia" is better. “The Pilates Studio (her local neighborhood)” is even better. The more specific your keywords, the better the chances that your website will rank high for them, and also, introduce the local element where possible.

Local searches are at an all time high. According to one report, " consumer brand participation (85-95%) occurs primarily through local listings, local web pages, or other local search results. "

You can use tools such as Ahrefs, AnswerThePublic or KeywordTool .io to perform detailed keyword research , and don 't forget to make your keywords specific and focus on the local.

2. Fail to align SEO with the larger brand marketing strategy

In order for SEO to bring you the desired benefits, it is essential that you align it with the larger marketing strategy or vision you have for your business. The clearer a business is about its overall goals, the clearer its marketing goals and the smarter its SEO execution.

Alignment with overall strategy will drive keyword research and subsequent content creation. Not only that, it will determine the aesthetics of the website as well as its brand message.

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This is another area in which emerging brands are hesitant. They are not consistent in their brand's message on the website and in the content. Websites with confusing posts cause visitors to abandon them in no time at all, resulting in a high bounce rate (another point anchored by Google). If your website generates jarring ratings in terms of brand messaging (including logo, content, and design), you can find help from Tailor Brands. Thanks to their easy-to-use and adaptable toolses, businesses can create stunning logos, expand their brand identity, and deliver a memorable user experience.

3. Ignore content best practices

Google constantly indexes and unindexes content. Typically, it rewards good blogs and punishes bad ones.

However, good content doesn't just mean a well-written blog post. A website must have enough high-quality content to make a mark on Google and the content machinery must continue to grow.

Some of the best practices in this regard include:

• Post regular content to the blog
• Post new content every time and take care eliminate repetitive content
• Update previous content to keep it relevant and fresh
• Eliminate spam links from comments
• Createlinks to authority pages through content
• Post content according to keyword planning.

Keyword stuffing is outdated and a “black hat” SEO tactic anyway, which we don't recommend. Be clear about what the business represents in all of your website content, but be careful not to overdo it with the use of your chosen keywords.

4. Skip content distribution

After creation of content comes the distribution of content. You want your content to be distributed very widely. As a first step, it makes sense to send your best content to industry influencers and authority websites to increase brand visibility. Posting as a guest is a reliable way to get quality backs and increase brand visibility. This can also dirRequire more traffic, and therefore more potential leads, to your website.

But when you reach out to influencers in your niche, it's important to send emails to the right point of contact. Raising awareness among bloggers is a time consuming process. Make sure you don't waste your time with the wrong people. You can use a tool like Norbert to help you find emails based on prospect name or you can perform an email check on the data set of emails you own. gathere d.

5. Don't invest in social networks from the start

SEO is not just limited to your business website. Social cues also affect a business's search engine performance.

Taking further our example of the owner of the studio Philadelphia Pilates, her website would definitely benefit from regular SEO and top notch content. However, she also needs to establish a social media presence to not only market her business but also gain Google's trust. (It has long been suspected that there is a link between social engagement and Google rankings, which has been recently tested by Hootsuite and found to be the case.)

Our Pilates studio owner should encourage his existing clients to like his business page on Facebook, to leave reviews on this page (and any other local listings his business is on), to Get more people to follow her on social media and as a result create a trustworthy personality in general. Popularity on social media leads to wider distribution of your content , which in turn boosts your G rankingoogle (and increases the visibility of your brand).

6. Poor knowledge of SEO changes and trends

You can't just hire someone to optimize your website content for search engines and just forget about it because SEO is an ongoing practice.

SEO audits should be performed periodically. Internet searches are a dynamic and deliberate space. Google is constantly updating its search algorithm , taking into account a plethora of factors, to provide more accurate and relevant information to its users . However, that doesn't really make a big splash and doesn't exactly show these updates, some of which have been drastic enough to send unsuspecting businesses tumbling down the rankings.

You need to keep an eye out for SEO trends and pute implement the changes as soon as you know them. Best practices in this regard will prevent your emerging brand from slipping in the Google rankings.

Conclusion

As Aaron Wall said, "SEO can sometimes seem like a zero sum game". What works today might not work tomorrow and you should always be on your guard. Plus, there are an endless number of variables to track, all of which, by the way, can all change overnight.

But SEO is necessary. It is hard work, which, when done well, pays great dividends. A dedicated SEO team will help you, as this is too important to be left to web developers / designers alone. Keep the above points in mind and you should see your efforts rewarded as soon as possible.

Find out more:

• common errors
• local search
• SEO