6 Ways To Blow Your Credibility As An SEO Expert
There are many SEO companies out there right now vying for your advertising dollars. SEO is a bit of a black hole sometimes. You don't know exactly what you're paying for, other than something vague like "backlinks" or "page impressions" or "hits." While it is difficult to measure some SEO strategies using traditional metrics, you should be able to tell your clients exactly what it is that you will do for them. Try to make everything you do measurable and understandable for your client.
Also, avoid saying or doing these 6 things. They'll make you look stupid. Really, they will:
1) Don't tell your client that home page PageRank on a domain means something. For example "I have a PageRank 8 site." First of all, who cares what PageRank your site is. The reality is that PageRank doesn't mean anything in regards to ranking. A lower PageRank site can rank higher in the search engine results pages than a higher PageRank site. Check this yourself. Search for "puppies." Check the PageRank of the top sites. Be amazed.
2) Don't outsource your link building to a far-away hourly sub-contractor with no knowledge of your client's business (or your business for that matter). This is a terrible link building solution. First of all, the Internet is already filled with a lot of spam. It really doesn't need any more. On top of that, spammy links are, well, spammy. They don't actually provide any useful content for anyone. Besides, do you want your name, and your customer's name, to be associated with comments usually written in broken English from third-world countries?
3) Don't tell your client how important click-through rates on the SERPs matter. They don't matter. If they did, then those third-world link builders could be hired to click through to your client's site. Click-through rates measure how many click-happy idiots there are on the Internet and potentially how many actual customers you have coming to your site. What's missing from the equation is "intent." If your client is getting a bunch of people from the UK clicking on his coffeehouse website located in Raleigh, NC, and that only sells to locals, then those clicks are worthless.
4) Don't tell your clients that keyword density matters. There are many opinions on the web about whether you should have 1.6 percent keyword density, or 2.8 percent keyword density, or a range between 1 and 3 percent but no more than 3.5 percent. How does anyone know any of this? The only people privy to Google's search engine algorithm are... the people working at Google. Some websites, like Wikipidia, break all of these supposed SEO rules and it still ranks higher for its targeted keywords.
5) Don't convince your client that hyphenated domain names are best for SEO. For example, don't convince your client that he should buy a domain name like: the-best-life-insurance-online.com. Not only does this look ultra suspicious (RE: spammy), it's also unnecessary. If your client can brand himself, then this will be the best move he can make. Choose a domain name that's easy to remember. Make the site user friendly. It's OK to separate keywords with hyphens after the ".com" but don't do it before.
6) Stop repeating the mantra that "content is king." Content is a vital part of good search engine rankings, but great content doesn't mean great rankings. It improves your odds of great search engine rankings, but there's more to it than that. You have to write content that people will link to. You have to go out and promote your website. In many ways, it's a lot like running a real business. Just because you build it, doesn't mean they'll come. That may have been true when the Internet was young, but it's not young anymore. It's the same way for offline businesses. If you're the only candy shop within a 50 mile radius, people will flock to your store. As soon as there are a couple of places to choose from, you had better have a reason for people to drive 50 miles or else they're going to shop locally. Your mantra should be "create great linkable content, and then promote it. Then, you'll have a better chance of success." It's not as catchy, but at least it's the truth.