After putting in extensive time and effort into procuring a website and filling it with great content, it’s then that the single most important step you can take online needs to take place. Your search engine optimization efforts – do you hire the professionals, or do you try to take care of it in house. In case you’re asking, the right answer is always hire the professionals, but, if you do decide to take on more than just the basics of good design, there are some pitfalls you need to be aware of.
One of the primary steps you need to consider with a new website if you had one previous, is what to do with all of those old links and content. The right answer, is to properly 301 redirect them and make sure that you’re tieing everything together properly. If you don’t, you’ve basically destroyed any kind of history and relevancy you may have already built with the search engines. Just because you’re revamping your image and/or your marketing drive, doesn’t mean you immediately toss out what you had previous, think of your old site and links your bedrock. If you just toss it to the wind you’re cutting your legs out from under you.
Also in the same line of thinking, just because you may be the big fish in the pond for your industry, that means little or nothing on the search engines. Even if you’ve been the key player for the last 10 years, don’t automatically assume that you know how your current and prospective clients might try and search to find you. Proper keyword research is absolutely imperative in being able to be properly indexed and found online. Just like in the previous example, you’d be selling your site short if you don’t do it right.
Don’t be lazy and take shortcuts, whether it means in your website or in your optimization efforts. If you’ve hired someone to take care of your SEO for you (as you should) then make sure to get periodic updates from them so you can have an idea as to how you’re progressing online. It’s in our best interest to do our absolute best for you, because great ROI for you means great ROI for us, it goes both ways. If you’ve chosen to go your own way and try and perform SEO on your own, be extremely mindful that there are hundreds of ways to get caught up, even accidentally, in the search web. If you don’t know how to navigate through the myriad of mazes that is the search engine optimization process, then you should know enough to call in the big guns.
My last point has to do with the idea of being lazy, and not really knowing what you’re doing, but I won’t elaborate on it a whole bunch as the answer is very simple. Links – if you don’t have the time or the skill to properly build them, do not assume you can buy them. You never buy links.. ever.