SEO Blooper #2: Optimizing, Then Changing Everything
If you had the chance to read our post on SEO Blooper #1, you may be curious about the next blooper on our list. One of the more common missteps we see in search engine optimization happens when website owners or marketing teams jump into SEO before they’ve settled on the direction or final content of their website. A new client comes to us ready to do what it takes to increase their visibility, already armed with a list of target keywords they’re eager to implement. On the surface, that’s great—they’re thinking ahead and excited about getting found online. These are great intentions combined with an enthusiasm that is keyed up for success.
But this situation may be missing one weird trick: Continued alignment of the keywords with the actual content of the website is necessary for strong and sensible SEO. The first vital question we need to ask is, “Does the site already have content that supports these keywords?” If yes, we may be in good shape and our keyword research can help confirm and refine their choices. If no, we’ll need to find terms that reflect what is currently on the site—or discuss and plan based on where the content is headed.
A broader question often goes unasked in the rush to optimize: “Is the site truly about what you want it to be about?” If the answer is “Not yet,” or “We’re going to redo everything soon,” then it is time to hit pause on SEO.
Taking the time for a little planning at this stage is helpful so no one learns the hard way that SEO is not a set-it-and-forget-it magic trick. It’s a strategy that works best when applied to stable, high-quality content. If you optimize a page today for one topic and target keyword then overhaul or rewrite that same page next week, much of your SEO work will be wasted. You’ve essentially optimized a version of the page that no longer exists.
To avoid this blooper, be clear about your direction. Make sure the foundational content of your site—your service descriptions, about page, blog categories, and major calls to action—are well-written, accurate, and aligned with your business goals. Then it is time to begin your SEO in earnest.
Check out our article on the “Best” SEO Bloopers we’ve come across while optimizing hundreds of websites. Learn more about the SEO services we offer and stay tuned for more blog posts and videos featuring our tips for avoiding big mistakes.
