The Internet is full of advice (some of it great, some of it not so great) about the best ways to manage your search engine optimization and pay-per-click campaigns. In fact, there has been so much written that it can be difficult to separate common sense tips from ideas that are wildly off-course… and potentially dangerous to the future of your company.
Sometimes, though, finding success with search engines isn’t as much a matter of what to do as what not to do. With that in mind, here are two mistakes that can kill your paid and organic search engine marketing efforts:
1. Developing tunnel vision for any one keyword or phrase. When you focus on any single search engine term or phrase, you run two distinct risks. First, you make it likely that your pages will become boring and repetitive. And secondly, you put all your eggs in one basket, meaning a new competitor can come and steal your traffic in a flash.
2. Taking a short review of search engine marketing. Although PPC advertising works more quickly than an organic search engine optimization campaign, both take time, effort, and patience if you’re going to maximize your ROI. Short-term strategies (like keyword-stuffing and placing huge bids on untested keywords) tend to do more harm than good over time.
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