The internet is a cut-throat place for marketers. It’s never been easier to float a business and yet never been harder to market it. Theoretically speaking, it’s convenient to build a website, fun to start creating content, and even easier to share it on social media.
And yet, when one does take the plunge, one seems to struggle quite a bit. The various parts of the puzzle don’t quite come together. Then there is SEO and its ever-changing rules.
SEO can make or break your digital game. It’s also something that new businesses often get wrong. Here are some mistakes that emerging brands are especially prone to make, which can negatively impact their search engine performance. Make sure you guard against these.
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Poor keyword planning and ignoring local search
Locking in on the right keywords is crucial for a business. You want keywords that are competitive, and which capture the essence of the business, so that the SEO and content combined give your website a shot at ranking high on Google.
But choosing the right keywords requires thought and planning, and a reliable tool such as Google Keyword Planner.
Let’s consider a hypothetical example of a Pilates studio owner in Philadelphia, who has big ambitions for her small business. She may or may not want to go national, but she certainly wants to expand. For her, keyword ‘fitness studio’ will be of no help because the competition for it is high. She needs to be as specific as possible if she wants to rank toward the top in this space.
‘Pilates studio Philadelphia’ is better. ‘Pilates studio (her local precinct)’ is even better. The more specific your keywords, the better the