subject: How not to do Search Engine Optimisation [print this page] How not to do Search Engine Optimisation How not to do Search Engine Optimisation
Search Engine Optimisation is as much about what you shouldn't do at is about what you should do. The majority of time spent on digital marketing campaigns at SEO Agencies comprise spending time undoing what has been done before and this is the case with a lot of Search Engine Optimisation projects. Thus, it's very important to make sure that your website is SEO compliant prior to beginning the build process.
One of the first tips we would suggest is to try and avoid any potential duplication of content. Duplicate content can be particularly prevalent on E-Commerce websites where the same page of content can be accessed via multiple URLs on-site or where there are a number of features available to the user to sort products by price or relevance. Duplicate content can also be produced at the deeper product levels where webmasters may use manufacturers' product descriptions which have been uploaded many times over on to competitors' websites.
Another thing to avoid when it comes to SEO is over-optimisation. Try and avoid over-optimising page titles and web content for keyword insertion purposes. For example, when optimising your page title for the terms "Learn SEO", "SEO Tutorials" and "SEO Training" and example page title could be "Learn SEO Training, Tutorials and More". It is not necessary to use the following title: "Learn SEO, SEO Tutorials, SEO Training". The former page title will still be relevant to all the main target terms.
It's also important to avoid keyword stuffing your content. Keyword density is an oft quoted ranking factor but one that really isn't significant when it comes to gaining increased exposure. You only need to insert your target keyword once, or twice at a push, within the main content body on the page. Include other relevant terms within your copy to make the page more relevant to a wider range of search terms.
