If you’re currently reading up on search engine optimization processes, you'll quickly notice that the Web is teeming with warnings and advice. Yet with so much SEO expertise literally at one's fingertips, why are so many people doing it wrong?
Information overload may itself be part of the problem. Technology feels like a high-speed train passing right in front of our eyes--easy to spot, hard to keep up with. Some companies develop their SEO strategy based on outdated information. Others opt for the latest and greatest innovation, but forget about the SEO fundamentals. Still others, overwhelmed by options, end up throwing darts.
Here are a few things to keep in mind as you maneuver through your plans for search engine optimization:
Watch your timing. At what point are you in your Web development process? In a perfect world, SEO should be integral to your marketing from the beginning, as opposed to being an afterthought. Although it is never too late to incorporate SEO, setting it up in the beginning may save you considerable time and money in the long run.
Content is king. Your content is not only what keeps your visitors reading, it is also what gets them there in the first place. Having clear focus on what you want to say (keyword phrases) help your customers understand what you do and it also helps search engines pick you out from the rest.
Know the search engine’s guidelines. Breaking--or even bending-- the rules may sometimes mean being banned from the search engine. At the same time, understanding the guidelines will give you some clue as to how to best build your site for optimum results.
For further reading--
VBSEO summarizes the most common SEO errors.
Design-related mistakes from Shari Thurow at ClickZ.
Big brands can err too, notes Randfish from SEOmoz.
Aside from those mentioned-- are there anything else I need to watch out for?
Search engines are always changing their rules, so you have to stay current. Blogs are a good source for tips on SEO trends.