Many businesses find it hard to see the value of SEO and we understand it. There is a lot of information and misinformation about the optimization of the search engines, and can really increase the difficulty of this decision.
While an effective SEO strategy will take many months to yield positive results for a company, and the tactics may not make sense for non-SEOers, it can mean a significant improvement in a company’s online exposure and earnings.
Many companies are naturally nervous about trying something they are not familiar with but let’s face it, almost any business decision carries some risks. Some can be avoided, and some can lead to sudden and serious growth.
The question that must be asked, then, is what SEO risks are worthwhile and which ones should be avoided.
However, before going into this, let’s expose this first: the biggest risk of SEO that a company can do is to avoid SEO altogether. Everyone got that? Great. Let’s consider some more.
SEO risks to take
1. Make and test big and small changes
The general objective of SEO is to obtain traffic and, finally, transactions on your website.
None of these will happen if nobody clicks on your website in the first place.
So, what happens if your website has a good ranking for certain keywords, but nobody is really clicking on your link?
There may be a number of reasons for this, and it may take some time to focus on exactly why it is not working as well as expected.
And the only way to do this is through the A / B tests. You will have to take one element at a time, be it the meta descriptions, the titles, the content and more, and test them against new variations.
That’s very good and it’s even a bit obvious. So what does a “risk” do?
Probably a bit of trial and error is required to find the right combination of copywriting and design that generates the most traffic and transactions on the website. During this time, you may find a combination that does not work well and ends up reducing the traffic you have, at least for a while.
However, the risk is worth it, because once you find the best results, you can focus on that element and continue driving more traffic and get better returns.
2. Obtain and give high-quality backlinks
Why would a company include a link to the website of another company and risk the web user leaving your page?
Backlinks are a well-established part of SEO, and most companies want to get as many of them as they can. They help increase rankings and generate authority.
However, it is not just about being the one with the most links. Sometimes you need to give a little back.
Then, yes, you can risk losing some web visitors by providing a link to other high-quality sites, but at the same time, it shows Google what you are using and by referring to trusted sites with established authority.
Just keep in mind that web pages that knowingly include links to bad quality and malicious websites are at risk of being penalized by Google. You can also be penalized by getting too many links to your site from those low-quality sites.
3. Improving the URL structure of your site
Ideally, the URL of your home page should be short, with only the name of the company, such as www.yourcompany.com. Short, simple, concise and easy to remember.
Subsequent pages, however, should have specific keywords and be more specific about the content of the web page.
Still, he does not want the URL to get out of control. If they are too long and descriptive, the search engine will truncate its screen with one after a cut-off point.
Therefore, it may be time to modify some of your URLs with a revision of the structure of the site.
The risk, here, is that any type of change like this can affect your ranking. As you alter old URLs and 301 redirect traffic to new ones, you may see some drops in traffic and rankings.
However, if you do it right, you can end up with a simplified structure that appeals to both search engines and Internet users.
4. Checking your website
From time to time, websites must be updated and redesigned. Redesigning websites can be risky and expensive, not to mention that they require a lot of time.
Eventually, however, your website may need a new facelift. Maybe it just looks very outdated. On the other hand, it can be optimized for search engines, but it is difficult for human users to navigate. There may be several reasons to take a look at your website and perhaps, perhaps, consider reconstructing it from scratch.
Of course, just like changing the structure of the URL, these types of changes pose a risk to your rankings as Google tries to re-evaluate your site. For that matter, you risk alienating customers who have become accustomed to your website alone.