A website can be a powerful marketing tool for small businesses.
Having a strong online presence can increase brand awareness and increase sales. The problem with website development is that everyone has a different opinion about how a website should look, function, and complement offline marketing campaigns, but rarely do website developers have the online marketing experience to make the effort successful.
Offline marketing decisions, such as re-branding, can have a significant impact on a company's web presence, but so can the ways in which the company's web presence is handled. Here are three mistakes to avoid, in order to maintain a healthy search engine optimization (SEO) campaign:
1.) Frequent Domain Changes: Some companies will change their domain name to match a marketing campaign or as part of a re-branding effort. The problem with frequent domain name changes is that all of the link value associated with the previous domain can be lost. Using a brand new domain means that the online value of the brand is reset to zero.
2.) Targeting Branded Keywords Only: One common mistake that many companies make is targeting only branded keywords. If only branded terms are targeted, then there will be very limited growth in online brand awareness. Typically, it is pretty easy to target both branded and non-branded keywords at once and that is the way to go.
3.) Leaving Re-design Remnants: Regular website re-designs can be helpful for businesses to better communicate a value proposition or a marketing initiative, but can be detrimental to an SEO campaign. When doing a website re-design, it is imperative that all URLs are kept the same. There is value associated with each URL of a company website; creating a new URL for the same content means all the link value associated with the content is lost.
Avoiding these types of mistakes, particularly when a company is re-branding itself, both online and offline will ensure smooth maintenance of an ongoing SEO campaign.
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