An SEO`s Experience: 21 Rules for Performing SEO - Unique (?) Problems
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Next we turn to some of the special issues that newcomers to SEO face. One of the biggest revolves around the fact that the Internet is global, but its dominant language is still English (though that might not be true for much longer). As a result, many site builders who may not be skilled in English feel compelled to work in that language. Poor English skills can inflict native as well as non-native speakers. But they can wreak havoc on your web site.
Here I’m going to quote The Berg in full: “If your English is poor, build in your own language. At the very least, have your content written by someone fluent in the given language. Also, anyone writing copy needs to spell check and proofread for grammar. Nothing turns a web page from quality to garbage faster.” I’ve encountered a number of sites with quality content tainted by poor use of the language; speaking as a visitor, it’s difficult to get past it when I see it. And speaking as a writer and editor, yes, it’s work, but it’s not as difficult as you might think, and the rewards are more than worth the effort.
The Berg’s eleventh point was about assumptions. Many newcomers to SEO see Google behave a certain way and think they have it figured out. That’s how stories like the 30-position penalty get started. So, “Before releasing your unique brilliant findings about Google, do some research and save yourself some embarrassment,” The Berg advises.
Visitors, of course, are unique to every site; they can be tracked, and you can find ways to invite more of the same (or similar) to your site. The Berg suggests that you profile your target visitors. Know what they like and dislike, so you can make them welcome. “Make that door a little bit wider,” The Berg said.
While you spend your time building the best site you can and appealing to your target audience, The Berg advises that you stay away from “black hat techniques or anything that produces short-term positive changes.” As noted earlier, short cuts offer short-term results, and most of us are in this for the long haul. It’s like dieting; lasting results will only come from long term changes that take time to deliver their value.
That doesn’t mean you’re destined to face a long, lonely struggle with no rewards until you reach the top. “Fighting for a #1 position often unwittingly wins you other prizes along the way,” The Berg notes. You might find that you’ve become an acknowledged expert in your field, and others want to interview you. You’re likely to make friends who give you good advice. You will almost certainly acquire new and useful skills. You may even gain a whole new perspective on what is important to you, the field, the future; take your pick.
Next: Nuts and Bolts >>
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