Avoid these mistakes to keep SEO fresh and trending
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Communicators can occasionally get caught up in the weeds of shifting SEO and content trends.
From AI overviews to headline writing, keyword use and Google analytics, there are many factors to consider when presenting content.
It’s important to stay relevant, but there’s no need to overcomplicate the issue, said Louisa Frahm, SEO director at ESPN.
“I think one of the biggest mistakes people make when it comes to search-friendly content is overcomplicating things,” she said. “You don’t want to beat around the bush when it comes to ‘search.’”
In a list of Frahm’s “SEO Commandments,” she lists the following common mistakes to avoid when publishing content:
“The big thing is you don’t want to be vague when it comes to your search terms,” Frahm said. “Remember, people search with a purpose.”
AI overviews
AI integration also factors into SEO best practices, particularly with Google’s AI overview, or a collection of information produced with AI on a given search.
“AI overview is unavoidable,” Frahm said. “Sometimes AI overviews are wrong or outdated…they’re still working out some kinks there. That being said, we can’t escape AI.”
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