Most Common Online Marketing Mistakes SEO SEM WEB
Today I want to discuss the most common mistakes an AMATEUR online marketing professional makes. If you feel identified when reading the points I mention below, rethink a change.
I have already commented on it several times, it is an unregulated sector (unlike other sectors such as doctors, architects.), and this causes the irruption of many non-professional “professionals”.
Here are some concrete examples of the areas in which I work and that I see often:
WEB
- Development of a new website without planning, without a timeframe.
- Development of a new website without initial briefing.
- Development or restyling of the web without wireframes.
- Web development focuses solely on a beautiful, visual design without considering usability and user experience as a fundamental element in the design process. This results in websites that could win design contests but don’t sell. The image is essential to generate trust in the user (UX), but no idea lives only on a website.
SEO
- Start the optimization process without a complete technical audit.
- Understand SEO only as something technical and not strategic. Start the optimization process without keyword research based on demand, trend, conversion level and keyword difficulty.
- Understand SEO as something related to computing, not as a business, marketing or financial strategy.
- Understand SEO as something partial and not global. There is technical SEO on the page and content and link building. We can start with one of the three legs (for a budget issue, for example), but we must know it is a project with several legs.
- Leaving usability and user experience aside and not understanding that there must be a user-Google balance.
- Do not rely on professional SEO tools: position tracking, technical errors. Unique mention Search Console.
- Do not measure or measure incorrectly. Correctly mark primary and secondary conversions with objectives and events. Study relevant metrics such as CTR, bounce rate…
- Believing that SEO can be done using Yoast-type plugins. Plugins help to optimize time but to say that you do SEO because you use a couple of plugins is not ethical for yourself and the company.
SEM – Google AdWords
- Start the optimization process of an active campaign without a complete technical and strategic audit.
- Understand SEM as something related to IT, not a business, marketing or financial strategy. Does your consultant talk to you about return on investment? Does he speak to you about leads? Does he talk to you about cost/conversion? Or it only talks about technical metrics…
- Start a new campaign without prior planning, in Excel, for example, at the level of campaigns, ad groups, ads, budget based on conversion level and volumes, etc.
- Understand SEM only as something technical and not strategic. Start the campaign creation or optimization process without keyword research based on demand and conversion level.
- Not understanding that the metric par excellence is not clicks or impressions, but conversions, except in branding campaigns, only available to big brands.
- Limit SEM to search campaigns and not value the option of display, remarketing and video campaigns.
In both SEO and SEM, not presenting weekly-monthly reports with technical work applied, keyword position evolution, visits, conversions, other indicators, conclusions and next steps, always with the ultimate goal of making decisions to improve results, also denotes a lack of professionalism.
A Few Notes Before Finishing:
- Some companies do not have a specialized SEO or SEM consultant at home, but a person who “understands” SEO or SEM and believes that they can work on it. It is a mistake; my experience is that positive results are not produced, and finally, the company gives up on SEO/SEM or hires a professional. In the latter case, the company has lost a few valuable months, especially in SEO.
- It is often best to constantly communicate with two or three specialized providers.
- Many times, the company obtains conversions (leads or sales) and believes it cannot improve, but what if you could get more and better with the same investment?
Also Read: Do The Ads Haunt You? We Explain What Remarketing Is