The Do’s & Don’ts of SEO to Take Your Brand from Good to Great


When we share our SEO milestones on our social media, we are often asked what we do for SEO, and what kind of practices we follow.

If I am asked this, I usually share an overview. And if Mehul is, he redirects those queries to me. 

Since our milestones don’t seem to stop coming 🤞, it just makes sense that I share a curated list of do’s and don’ts we follow for SEO at TCC. 

Do’s & Don’ts of SEO 

SEO has taught me to be quick and agile. So, that is what we are going to follow in this blog. 

1. Do: Focus on relevant content 

One of those dos in SEO that will make you sail through pretty much most of the search engine algo updates. 

You don’t just want to produce content, but you want to produce relevant content, content that your audience finds share-worthy.

This will make sure to bring you in front of your audience when they’re searching for it. 

Did you know: A survey by SEMrush yielded that 97% of marketers use content as an important part of their overall marketing strategy. 

2. Don’t: Practice keyword stuffing

One thing I have been hammering people about is NOT doing keyword stuffing. 

If you are into content writing or copywriting, going through a piece of content will make you realize if it’s stuffed with keywords. The content almost feels unnatural. 

Let me tell you that it is not going to take you anywhere. Search engines are smart enough to understand semantics and similar keywords. So, beware to not stuff your content with keywords. 

Tip: Ideal average keyword density is 1-2%[1]

3. Do: Niche down on topics

It’s one thing to produce generic content, but another to not keep doing it forever. 

You have to niche down at some point in order to have content on broader and better topics. 

This will also utilize those keywords you’ve been meaning to add to your content. 

Various brands niche down based on the keywords they found during their research.

4. Don’t: Give or receive irrelevant, spammy backlinks

I could give a thousand reasons for this, but you will still do it. 

Those backlinks you are trying to gain from random websites, those are not going to help if they are not relevant or spammy. 

In fact, you will also get a lot of spammy pingbacks on your blog posts and webpages. Be mindful of them. They will just bring your site’s credibility down. 

5. Do: Get a mobile-optimized website

Ever since we started TCC, we have had a chance to talk to numerous entrepreneurs and brands. And I can say it for full surety, not even 10% of those brands had mobile-optimized sites. 

Despite the fact that at the end of 2021 itself, mobile devices generated 54.4% global website traffic[2], brands are not ready to think about mobile optimization. 

Even if they do, it’s not 100%. 

One of Google’s algo updates in 2015, Mobilegeddon was directed to boost websites on SERPs that are mobile-friendly. 

If this doesn’t help, let me ask you – where are you reading this blog from? A smartphone/tablet or a desktop? 

6. Don’t: Panic if your rankings or impressions fluctuate

Ah, believe me when I say it, I face this every day. Because I have got a ‘panic-ker’ in the madhouse. 

Guess who? 

Ever since I have guided Mehul on how to check daily positioning and impressions on search, he is obsessed with it. And the minute (the day) they fall down even by a bit, he gives me a call and panics about it. 

Not panicking about minor fluctuations in website positioning is an important don't in SEO.

And my response to it is always the same. It is okay. It is normal. For a site to fluctuate in terms of positioning and impressions probably 10 times a day is even more normal. 

As far as your content is relevant and unique, you don’t have to worry about being pushed down by the search engines.

I am not saying not to keep a lookout, but I am saying not to panic about it. You won’t know the actual results until the next day as is. Be patient and find a way out if the ebb persists. 

[Meme of bade bade desho mein chhoti chhoti baatein]

7. Do: Implement voice-optimized content

How often do you ‘Hey Google’, ‘Hey Siri’, or ‘Hey Alexa’? 

Since we all are already on the voice-search wagon, you know how crucial it is to produce content that is optimized for voice-searches. 

Google, in fact, reports that 27% of the global population is using voice search on mobile devices. (Source: Think with Google)

So, your voice-optimized content should run parallel to mobile-optimized websites. This is bound to make your site accessible and convenient for visitors. 

8. Don’t: Put all your keywords at one place

I suggested to niche down on topics. Well, this ‘don’t’ falls in place with that. 

Because you should not stuff a single piece of content with keywords, you would want to distribute them across various pieces.

This practice, then allows you to utilize your keywords efficiently and effectively. 

9. Do: Analyse, optimize, repeat

I cannot emphasize enough on this. 

It is vital for any brand and any marketer to keep on analysing their SEO efforts, and implementing periodic improvements, and optimization tactics to stay relevant. 

When I say periodic, it has to be like clockwork, more or less. Once a month or two is best to start with, based on your average reach and visitors. As you grow and produce more content, you increase the frequency of this exercise. 

10. Don’t: Copy content

Plagiarized content for me is like a RED FLAG in a relationship. 

Do not copy content. Your visitors may not be smart enough (exceptions are always there), but search engines are. And they do not appreciate you cheating them by copying content from other sites. 

Did you know: The concept of footnotes[3] and citations developed to combat growing plagiarism. 

11. Do: List your website on directories and marketplaces

If you think your job is done with producing content, well, I am sorry to burst your bubble. 

It is equally important to distribute the content you produce, and not just on the channels you own (your social media profiles, and such likes), but beyond that, such as directories and marketplaces. 

Platforms like Capterra, G2, TrustPilot, Clutch have gained massive popularity owing to the fact that listing your brand there boosts your reach and credibility. 

12. Don’t: Fall for agencies that promise guaranteed results 

If you prefer to outsource your digital marketing efforts, this is for you. 

You will find countless digital marketing agencies who promise you guaranteed success on SEO with top rankings on keywords, top impressions in search engines, so on and so forth. 

Do NOT fall for that. Having worked in the modern digital marketing industry for over 7 years, I am absolutely aware and certain that this is not how SEO works. 

No one has any control over your rankings except your content and your visitors. Keep them happy with engaging content, and you have nailed it. 

Easier said than done, right?

Oh by the way, we at TCC never promise you any guaranteed results. Rather, we promise you optimization that search engines can’t ignore. 

13. Do: Have a social media presence 

Before you start saying that social media is a waste of time for various reasons and sectors, I’d like to stop you right there. 

You do not need to be present on all social media platforms, but a select few based on your industry would work just fine. 

Keep sharing your content there, keep engaging – and it will do the job. 

Be authentic and open to sharing your learnings, experiences with your audience. This is a great step to building a personal brand and community. 

This works exactly how directory listings work. Give a boost to your credibility and reach with off-page SEO.  

Tip: If not anything else, try your hands at meme marketing on your social media to gain the attention of your audience. 

14. Don’t: Get scammed with priority crawl claims

There will be agencies who will promise guaranteed rankings in SERPs, and there will be agencies who will say that they will put you in priority crawl queues for search engines. 

In reality, there is no such thing as priority crawl queues. Google and other search engines work more or less on FIFO approach if all your parameters are in place. 

Google itself has mentioned that it has no control over which page will be indexed and which page won’t[4]

Do NOT get scammed and spend hundreds of dollars for such agencies. Give your SEO in the hands of TCC 😉

15. Do: Use long-tail keywords

If you know a bit about SEO, you might already be familiar with long-tail keywords. 

If not, let me help you right there. 

Long-tail keywords are keywords that are more specific and even longer than general keywords that you want to target. 

Let’s say, startup consulting is your primary keyword. Few long-tail keywords for this can be: consulting for startups, growth consulting for startups, business consulting for SAAS startups, and such likes. 

These keywords may have an extremely low or nil search volume and competition, which makes it easier for you to rank on them.

Not to mention, these keywords carry higher conversion value and are directed towards how people actually run queries on search engines. 

16. Don’t: Ignore search intent and people also ask

Your business runs on your audience and customers. Literally and figuratively. 

So, if you don’t care about their search intent and what do they come looking for when they visit your website, you are missing out on A LOT.

While long-tail keywords are a great way to understand their search intent, it is not the only approach to rely on. 

Talk to your customers, understand their preferences and what made them come to you in the first place. This will not only turn you into a customer-facing brand, but will also help you produce more relevant content. 

Along with search intent, you can focus on the ‘People Also Ask’ section of SERPs to create targeted content. 

Here is how PAA gives you an insight into search intent

See, how Google is helping you with topics to create relatable content? As soon as you click on any of these questions, it will generate a few more related questions, and the cycle follows. 

17. Do: Keep your website up-to-date 

I have seen brands ignoring this aspect just how we ignore our mental health. 

It is absolutely vital to keep your website up-to-date, and not just the front-end but the back-end too. 

Upgrade your servers if required, your back-end technology before it gets outdated and becomes a headache. 

For the front-end, update your website with the latest design approaches, once every couple of years, and content, once every year. 

Some brands implement a dynamic content management tool which helps them keep their content relevant and sensible. 

18. Don’t: Ignore UX and core web vitals

Sadly, even after reading it here, you will go about ignoring user experience on your website and core web vitals. 

Why do I ask not to ignore them? 

Well, Google recently updated their algorithm, where they included experience as a parameter to SERPs. So, it’s not just E-A-T anymore, rather, it’s E-E-A-T, meaning Experience, Expertise, Authority, Trust. 

So, if you have not done it so far, dedicate 2023 to better and memorable UX. 

19. Do: Create Google business profile 

Previously known as Google Business Listing, Google Business Profile will bring your brand in picture during local and global searches for businesses like yours. 

Use your targeted keywords in the profile, link it to your website, your address and contact details and such likes to complete it. 

See, how amazing TCC’s GBP looks: 

It is equally important to keep your GPB up-to-date and make it easier for your audience to find you. 

20. Don’t: Use black hat SEO methods

Back in my internship days, I used to talk to a lot of fellow marketers to know what works for them and what doesn’t. 

Yeah, I have been familiar with black hat SEO methods since then. It is because of that; I can say with full confidence that they don’t help. 

The use of bots, backlinks that lead nowhere, unnatural and inorganic growth of social media followers are some examples of black hat methods. 

21. Do: Follow consistency 

All of what I said above is in vain if you are not consistent with it. 

Be consistent with the content production, distribution, optimization and keep an eye on everything. 

We have been consistent with all of it at TCC, and do I need to remind you of the milestones? 😀


If you ask me, the primary skill you need to be good at SEO is analysis. 

Your audience needs you to be authentic. Your content can convey that, even better than you can imagine. 

Are there any of the dos and don’ts of SEO that you follow? Leave a comment below and share it with me. 

If you are still unclear on what to do and what not for SEO, well, what’s TCC here for?