What not to do in SEO

Organisations have been offered some warnings from one expert on what not to do when it comes to search engine optimisation (SEO).

In a post for SEOmoz, Randfish advises companies not to create false expectations for potential consumers as it will fail to pay off in the long run.

He suggests businesses make it easy for themselves by not over-selling as when they go on to exceed their customers' expectations they will "love" them.

And the expert adds that web analytics also frequently pay off and should not be ignored as it is an important part of SEO.

"When things are going well, even if best practices aren't being followed, it can be wise to match up data and trends to see what's made a real difference," Randfish explained.

Confusing SEO with sales can also be a common mistake, he noted, as the campaign could drive traffic but would not automatically convert this into cash.

Finally, he stated that companies should not forget the value of other marketing channels, such as pay per click.

Such advice may prove particularly valuable after recent research by ZenithOptimedia revealed online advertising would grow 10.1 per cent over the course of 2009.

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