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A good way to build trust with your first-time, or seasoned, reader is to back up your content with data. If there is proof that something works, tell your readers with numbers.
Don’t let your potential or existing clients guess how much insurance can help them when a disaster strikes. Show them.
Don’ts of On-Site SEO
i. Keyword spam or cloak keywords
Cloaking keywords is a black-hat SEO technique that provides users with content on search engines that differ from the copy that is crawled by search engines.
Cloaking is hiding keywords in the coding of your site – this activity may result in a website penalty as it is an attempt to distort search engine results. Examples of cloaking include hiding text, email cloaking, and image-only websites, and more.
Some company websites have been banned after being caught cloaking keywords into their content as it violates Google’s web guidelines.
See Google’s Webmaster Guidelines.
ii. Use the same keyword across multiple pages
The practise of using the same keywords on multiple pages of your website is called keyword cannibalization.
Keyword cannibalization is a don’t in SEO because if you optimize your content but add too many keywords on the page, then search engines like Google don’t know which content is the most important to rank. Eventually, your content pages could end up competing against each other.
Here is a great article on keyword cannibalization: Insert: https://yoast.com/keyword-cannibalization/
iii. Write for the sake of writing (instead, make it purposeful and useful)
If your goal is to write content for a landing or product page and you just fill your copy with a bunch of keywords, you will not satisfy the reader’s needs. When writing your SEO content, it’s best to think like your potential or existing customers. What do your customers want to learn and what order do they want to read it in. These are key questions you want to address in your content management and website copy.
iv. Duplicate content
It’s easier than you think to create duplicate content, especially when you write content for local SEO purposes. For example, if you write car insurance content for Calgary and Edmonton, a big part of the content could be very similar due to proximity and insurance terms required.
To reduce duplicate content, read over the content you’ve written in one city before you start writing for the next city. Also, use tools that search for duplicate content on your website to eliminate identical words to avoid being penalized by Google.
v. Create title tags and meta descriptions that are too long
Title tags and meta descriptions are most effective when they are within the required character length. This rule seems picky, but it has a purpose. When you write a meta description, for example, you want the full description of your summary to appear on the SERPs. If the words are cut off, the reader is likely to lose interest and move to the next search result.