Search engine marketing requires an extensive knowledge of search engine optimisation guidelines and best practices – which are subject to constant changes – along with a lot of your time and budget to get the right mix for your business.

We’ve prepared the most common search engine marketing problems your business can face, so you can avoid the most common pitfalls and maximise your business’s search engine marketing efforts.

Staying up to date with your market and Google algorithms

Your ranking on search engines and the traffic you gain from that are in a constant state of flux. Your competition are always working to try to horn in on your business’s website traffic, sales, and market share. At the same time, factors such as constant changes to Google’s algorithms, behavioural changes in your market, new apps, and new technology will also have the potential to significantly impact your search marketing results.

To protect your search marketing strategy, it is essential to keep up to date with market and search engine optimisation trends and be constantly prepared to adapt to any new changes if you want to see your search marketing strategies grow.

Optimising your local listings

An essential component of Google’s ever-shifting algorithm landscape includes local listings, mobile optimisation and Google Maps. 50% of mobile users will visit a store within one day of performing a local search, so if you haven’t optimised your local listings you are seriously damaging your search marketing strategies and missing out on a lot of potential sales.

Simply claiming your business’s local listings will not be enough to optimise your search engine marketing. You will also need to make sure that you identify and wipe any duplicate listings that could be confusing your customers and constantly check to make sure your listing information is still sending your customers to you without any confusion.

Regularly updating relevant content

A common search engine marketing mistake that many businesses make is forgetting to regularly upload new and relevant content, and update existing content. Not only does your content need to be relevant, it needs to keep up with constantly changing search engine optimisation trends and keywords.

By setting a regular schedule of blog posts, articles, images or videos, and staying up to date with the current search engine optimisation trends, you will ensure that your search rankings will continue to grow.

Neglecting external backlinks

Building a high-quality network of backlinks will help to increase your traffic and increase your business’s reputation with customers and on Google, but it is a search engine marketing tactic that is often overlooked or misunderstood.

Effective link building is achieved by creating high-quality, timely and relevant content and by developing strong business partnerships with reputable local business and organisations. It is important to ensure that your link building efforts only use ‘white hat’ techniques so that you avoid having your credibility being negatively impacted and your search ranking decrease.

If you would like more tips on search engine marketing or you would like some help to get started, contact our search marketing experts at Whitecrow Digital today.