The Pitfalls of SEO Content Marketing

If your business has an online presence, you’ve no doubt heard the term SEO (short for search engine optimization).  The purpose of creating SEO content on a website (whether that’s through your About Us page, Service descriptions or Blog Posts, is to generate free leads in your market.

Essentially, keywords and phrases on your website act a bit like Twitter’s hashtags. They label your page or article so customers looking for a product you offer can find you easier. I’m not going to pretend to understand the math that goes into the process, but suffice it to say, it works.

It works so well in fact that people are falling prey to some very bad habits when it comes to using SEO on their sites and in their posts. Even if you are using the most basic SEO marketing tactics on your site, keep these pitfalls in mind:

Putting too much emphasis on the keywords leads to bad content

One of the most common mistakes I’ve had clients so focused on the specific phrasing of a keyword that they almost ask for shoddy content. The quality of what you put on your website says a lot about your business. Don’t skimp on quality content just to shovel a bunch of search terms onto your website.

Yes, getting traffic to your website is important, but do you really want to give potential customers slapdash content that’s useless? That’s bordering on bad customer service and could potentially create a barrier to building a trusting relationship.

The focus of any content you share with your audience should be solving a problem, not search engine results.

SEO takes time:

People like to toss SEO around like it’s a magic marketing pill that will solve all your problems. Using SEO requires patience. You’ll need to build up your content so that the search engines have more to grab. This can take weeks or even months. If you choose SEO, make sure to use other forms of marketing to drive traffic to your website as well.

Not only does it take time to build traffic through SEO alone, but it also takes time to get a return on the traffic. If you are a small business, you cannot rely on SEO content alone to get traffic to your website. It’s a great tool, but it should not be the only one you use.

The rules they keep a-changin'

SEO algorithms change regularly. That means what works one day might not work in a few weeks. Worse, if you don’t know the rules or work with someone who purposely breaks them, Google can penalize your page with lower search rankings.

Some of the biggies you should keep in mind:

-Duplicate content is a no-no.
-Shallow content is a no-no (your ranking suffers without legit sources backing up your story).
-Doorway pages are a big no-no. (Learn more about those here).

It used to be that websites would stuff their pages (in any way possible) with keywords. But, Google and other search engines have accounted for these tricky methods and adjusted their algorithms to account for these cheater-cheater-pumpkin-eater techniques.

Search Engine Optimization is a great tool. But, it’s just one tool. Use it, but don’t abuse it and certainly don’t rely on it to drive millions of customers to your website without using other methods (like paid advertising and social media marketing).

Are you struggling with creating top-notch content for your website? Check out my writer site at and let’s work on building a content management plan for your business!