6 common search engine marketing mistakes—and how to avoid them

Search engine marketing—or pay-per-click efforts—can help increase your organization’s website traffic, boost sales and give you powerful ROI.

However, your efforts can be easily undermined by common pitfalls.

Avoid the frustration of a digital communications headache by avoiding these search engine marketing mistakes:

1. You don’t choose your keywords carefully.

There’s an art in selecting the right keywords and key phrases to use for a particular campaign.

Paul Hunter, marketing manager of Liberty Marketing, says many communicators slip up when they target too many keywords in their pay-per-click efforts.

“Basics such as relevancy, the user-experience and consumer expectations haven’t been considered, which should be at the forefront of any PPC campaign,” Hunter says.