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A website should be fully usable on smartphones and tablets as well as on laptops and desktops. Otherwise, search engines won't view the site as valuable as competing ones.

Four Tactics That Can Result in Penalties by Search Engines

When digital marketing agencies work on web design and content, they have several goals to accomplish. One is search engine optimization, or strategies that push the site toward the top of search results. Another could be considered the opposite side of that coin. It's crucial to make sure that search engines don't penalize the site by pushing it down in the rankings, or, much worse, delisting the site altogether.

Software behind a search engine is designed for user satisfaction. The company executives have listened to what Internet users say about website features they like and don't like, and their programming team crafts the algorithm accordingly.

Too Much Advertising

For example, a web design that has too much advertising or ads that are too prominent will generally not rank very high. This isn't what Web users want when they search for information.

Not Mobile-Friendly

A website should be fully usable on smartphones and tablets as well as on laptops and desktops. Otherwise, search engines won't view the site as valuable as competing ones.

This calls for design that is responsive or adaptive, or separate sites for different devices. Adaptive and responsive designs automatically adjust the website depending on the device the person is using. Separate sites for mobile devices typically begin with "m." The user is automatically directed to the appropriate site when clicking on a search result.

Duplicate Content

Duplicate content is frowned upon by search engines. Reprinting large portions of blogs or articles from other websites, especially when done frequently, will have a negative result for search ranking. In addition, doing so without permission is plagiarism. Original content is important to have, and new material should be posted relatively often. If the website is never updated, that's another negative mark with search engines.

Keyword Stuffing

One of the worst moves a site owner can make is to have content that is so stuffed with keywords that it drives users away. Many years ago, search engine algorithms responded favorably to a certain amount of keyword use, leading content writers and site owners to go completely overboard. Even now, when it's well-known that the strategy causes trouble, this type of content is still often seen. Repeating the phrase "oil changes in Atlantic City" 10 times in a 500-word blog post is inadvisable.

When hiring an agency such as Red Crow Marketing, a business owner is assured that these tactics will be avoided. Instead, the team focuses on designing and building a website that is attractive, helpful and user-friendly.