To most people, SEO is just another abbreviation, but to marketers, SEO is an essential part of brand awareness. Search engine algorithms are constantly changing, but that does not mean your optimization strategy also needs to change. If you make a wrong decision, your ranking can fall, and a decrease in ranking can place you on later pages in search results which will have a significant impact on your traffic. To avoid a blow to your organic search, read what Katie and 12 other Forbes agency council members point out are common mistakes when trying to adapt to a change in search engine algorithms.

10. Trying To Exploit Loopholes 

Some brands try to exploit the weaknesses of a search engine to rank higher on a search engine results page (SERP), which typically refers to the first page of organic results for specific keyword searches. However, when a brand does this, they constantly have to adjust and find new loopholes to exploit. Creating engaging, original content that fulfills a user’s needs will always be the best way forward, no matter what changes are made. – Katie Schibler Conn, KSA Marketing