50 Deadly Mistakes to Avoid While Doing SEO for a Website

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1. Focusing on Quantity over Quality

Invest in quality content and backlinks. Thereby, You can enhance your visitor traffic to your website.
Don't simply depend on the volume of content to get higher rankings.

• High volume content lacking in quality will reduce the value of your SEO efforts. It will result in poor site ranking and loss of investment.
• Search engines rank websites that have quality content.
• Unethical SEO methods like keyword stuffing across your content will diminish your rankings.
• Invest in quality content that is well-written and researched.
• Unique content lends credibility.
• Authoritative content relevant to your business enhances your rankings and trust.

2. Ignoring Google My Business Listing

Make use of the power of Google My Business listings. By doing it, you can watch your Local SEO rankings soar.
Register and claim your business listing. Add the requested information to get featured on local searches.
It will allow you to feature your product and monitor your rankings.
Google uses the "Near me" feature to display relevant local results for products and services. Not managing your Google My Business listings makes you lose out on a conversion.
Update your contact information to get your business listed among the top searches.
Double-check your current address and telephone numbers in the listing. It will help you to field incoming customers.

3. Purchasing Backlinks

Buying backlinks is a widely practiced unethical technique. People do it to boost their Search engine rankings.
Google and popular search engines frown upon it. They will downgrade your website rankings.

• Avoid paying an online company for backlinks.
• Avoid it at all costs as it will hurt your search rankings.
• Most often, these sites are already blacklisted and contain junk content.
• It will negatively affect your ranking.

In turn, you can invest in quality SEO services.

• Earn organic backlinks by using proven methods.
• You can make use of content promotion, SMO, and internal link building.
• Create guest posts and attractive infographics.

They are other ways to build backlinks naturally.
By doing it, you can create brand visibility and earn quality backlinks.

4. Falling Behind Latest SEO Trends

Follow top-rated sites, YouTube channels, and blogs. They will feature the latest advancements and trends in the SEO industry.
Keep yourself updated with the latest trends and best practices. It will enhance your knowledge.
You can stay abreast of what's relevant in the industry. It prevents you from using non-functional and outdated SEO techniques.
SEO trends and Google's search algorithm changes often. Implementing an SEO technique that no longer carries weight with Google is a lost cause.
Capitalize on emerging trends. Make use of voice-based search and optimize your site for mobile devices.

5. Not Using Call-to-Action Buttons

Call to action (CTA) buttons are very powerful. People often ignore this, and this is a very common mistake people make during SEO.
Some common CTA buttons are "Sign-up," "Call us," or "Buy now." These buttons play a key role in keeping a visitor engaged on your site.
Ensure that each page has a relevant call-to-action button. Also, avoid overdoing it.
You don't need to create CTA as buttons always.
You can use a powerful sentence to entice a user to take action on your website. It improves the navigation for users on your page and avoids confusion.
Strategically placed CTA buttons make your website look professional.

6. Having Broken Links on the Website

Finding a link that goes nowhere or results in an error page is frustrating for users.
Perform regular website link validation on your website. Perform checks using popular and trusted tools to check your website's links' health.
Broken links will diminish your SEO scores. It also delivers negative customer experience.
A potential customer may back off on their purchase decision due to a poor navigation experience. Focus on validating both inbound and outbound links.
Outbound links are not in your control. But you can track using the right tools and update it regularly. Remove links pointing to irrelevant content from your site.

7. Using Outdated Sitemaps

An XML generated sitemap is for the search engines to crawl the website easily.
Failure to have an XML sitemap for your website can slow down the indexing process. It may prevent search engines from indexing relevant content on your website.
Sitemaps will help search engines to index the new pages quickly. It will also prevent your competitors from copying your fresh content.
Sitemaps significantly improve the indexing process. Sitemaps are vital for sites with dynamic or voluminous content.
A sitemap helps google swiftly locate the most useful pages to customers on your website.
XML sitemaps index your site pages in a fraction of the time. It is faster when you compare it to crawling pages one at a time.

8. Having Duplicate Content

Duplicate content on websites is an annoying thing to your readers. It hampers your credibility.
Avoid replicating the same content across multiple pages of your website. If content from another page is relevant to the customer, use a hyperlink to the source page.
Featuring a high volume search keyword multiple times to boost site rankings is a poor practice. It will diminish your site ranking with search engines. Also, it doesn't add any extra value to your customers.
Audit your site to identify irrelevant content. Eliminate such contents as quickly as possible.

9. Having Unreasonable SEO Expectations

People expect to see miraculous results in a short time when they invest in an SEO company.
SEO is a practice that pays off over time. Most of the time, it takes several months.
Start slowly and build your SEO strategy. Do it incrementally with focus and adequate research.
A common mistake is to give up or change SEO techniques too many times. People often do it just because a certain strategy didn't produce results.
Invest in quality tools that provide deep insights into your site traffic. Implement the latest industry trends for better results.
Good SEO campaigns that deliver results takes time, research, analysis, and patience.

10. Not Using Proper 301 Redirects

A 301 redirect, in plain words, redirects your visitor from one page to another. It is a common practice people follow when they change the site URL.
If your website or page URL has changed, ensure that a 301 redirect is in place. It will help the search engine to guide your user to the new content seamlessly.
Not focusing on these redirects can cause a drastic drop in your previously earned site rank. It will also hurt your site authority.
301 redirects help your existing customers find your new website easily.
Ensure that 301 redirects are redirecting to secure pages (HTTPS). Also, regularly scan and fix broken redirects on your site.

11. Publishing Spammy Guest Blog Posts

Guest blogging is a great way to improve your SEO rankings. Guest blogs create interest among a larger audience.
Quality and relevant content in guest blogs earn organic backlinks.
Carry our Guest blogging with caution. You should make sure that it is not creating a damaging impact on your SEO strategy.

• Avoid harmful practices such as posting the same article on different sites.
• Stay away from blogs with poor or irrelevant content.
• Always pick a site with a similar domain as yours for guest blogs.
• Review and research the sites before doing guest blogging.

It will help you to evaluate their credibility before guest blogging.

12. Using Keyword-heavy Content

Avoid Stuffing your website's pages with popular keywords. Earlier people were doing it to gain a higher ranking, and it is a dangerous strategy nowadays.
Google frowns on keyword stuffing SEO practices. It penalizes websites involving in these practices by lowering the page rank.

• Keywords without context sprinkled across your site create a very poor customer experience.
• Using keywords in a balanced manner is a skill you acquire with experience.
• Use appropriate keywords on pages that feature content related to them.
• Use the keywords sparsely and in the right context to maximize their effectiveness.

13. Not Adapting to Search Engine Changes

Google changes its algorithms and ranking parameters frequently.
Google does this to ensure that no site is gaming the system to boost rankings.
Google certified SEO experts would follow these algorithm changes regularly.
You must keep up with the latest algorithm changes. It is a must to stay relevant to search engine ranking trends. These changes may include ranking rules for keywords, guest blogs, and other SEO parameters.
Closely watching these changes and aligning your SEO strategy will guarantee your success.
Audit your website every few months to ensure compliance with the latest changes.

14. Ignoring User Experience

Your users must interact with your website's landing pages easily. It determines the amount of time they spend on your site.
The longer a visitor stays, the potential of a sale increases.
Great content and easy site navigation are key to retaining visitor interest.
Invest in UI/UX design for your website. It will promote your brand visibility and trust.
A great browsing experience often builds trust in a brand and fosters deeper engagement.
Implement UX practices such as site speed optimization, mobile compatibility, and SSL.
Use pleasant fonts/colors to enhance the user experience. In turn, it will improve your SEO rankings.

15. Expecting Instant Results

SEO is a long-term strategy. You need to approach it with an adequate amount of planning and research.
You cannot expect your site to rank on the first page of a google search instantly.
Several important factors lead to higher rankings. These include quality content, relevant keywords, and site optimization.
You need to implement all of these consistently. Then, you will start to see the results of your SEO investment.
Advanced analysis and research is the key to SEO success.
You must be open to new ideas and changes in an SEO strategy. It must align with the industry's best practices.

16. Ignoring Local Optimization

Are you a local business with a physical storefront. Or are you offering local services to customers?
SEO is vital for your business.
You must invest in Local SEO to increase your business's visibility. It will help people nearby to find you easily.
Add a location or region-specific keywords in your meta tags and page headers.
Update your Google My Business page with accurate address and contact details. A large number of people search for services locally.
Optimize your site for local SEO. It will help you to capture this audience.
Track your visitor traffic and add location-specific keywords. It will boost your rank on Google.

17. Not Optimizing for Mobile Phones

The usage of Mobile devices has rapidly increased over the years. Now more people browse the internet from their mobile devices than PC/desktop.
Marketing your brand to this new audience holds promising sales potential.
An important thing to remember is that website appearance varies when viewed on a computer or mobile phone.
Optimize your website for mobile devices. It is vital for SEO, especially after the Mobile-first indexing.
Design an intuitive and easy to navigate user interface. It will gain more web traffic and engage your customers.
Your website should offer a consistent browsing experience. Make sure that it's seamless without the dependence on the device size or type.

18. Having a Weak Social Media Presence

A weak or inconsistent social media presence can prevent you from reaching a global audience. It lowers your reputation online among competitors with a strong social media presence.
Maintain a strong social media presence on popular networks. Sign up for accounts on Facebook, Twitter, and LinkedIn.
Post-high-quality original content regularly to gain loyal followers.
A strong social media presence builds trust and authority for your brand. It makes your brand name recognizable online to a large global audience.
Plan promotions and sales events on social media platforms strategically. It will bring in visitors.
You can also use video ads that are popular with online audiences.

19. Having a Slow-loading Website

It is a frustrating experience when we encounter a slow-loading webpage or one that loads partially.
A slow-loading website can damage your brand reputation. It isn't good for SEO and prevents potential customers from revisiting your site.
Optimize the website for speed by regularly performing optimization scans. These scans help you find website issues on your site.
You can quickly eliminate large images or poor code that prevent fast loading.
Engage in best practices, such as low-resolution images, to quicken your website's load time.
Investing in an SEO company ensures the best website optimization. It will result in increased visitors to the website.

20. Not Updating Older Content

Business websites perform best when they are dynamic and rippling with fresh content.
A static website with outdated content or design elements fares poorly with SEO.
A website that is not regularly updated loses traction with customers as well as search engines. It also reflects poorly on the image of your company.
Keep all content on the site up-to-date. Remove obsolete content that is no longer relevant to your customers.
Hiring an SEO company will help you to eliminate this issue.
SEO companies have in-house copywriters. They will churn out fresh and relevant content for your website.

21. Trying to Rank for Wrong Keywords

Avoid using generic and common keywords. People often use it across many websites.
SEO companies perform research for specific keywords that make your website stand out.
SEO companies use specialized tools to research keywords. These tools add value by listing trending keywords in your industry.
Add your location or other unique details to the keywords. It will prevent them from being generic.
Aim to rank for specific long-tail keywords. It increases the chances of ranking your website higher in the search engines.
Try to implement these best practices. It will ensure a positive ranking from popular search engines.

22. Forgetting Image Optimization

Images on a website can be of several types. It includes larger and high-quality images such as image galleries for your product or services.
The larger the image size, the longer it takes to load the webpage.
Using high-resolution images is the principal cause of slow website loading times.
Use image formats like PNG and JPG. They are lighter in size. It lets you optimize your website for speed. Also, they are easy on the bandwidth.
Add alt text to the images on your website. It will help search engines to understand your content easily.

23. Stuffing Keywords

Do not sprinkle your webpage with irrelevant keywords or numbers. Google considers it as a black-hat SEO technique.
Avoid excessive usage of keywords on your site pages. It will hurt your site ranking.
Do not stuff keywords in your site as Google will lower your site ranking and reputation.
Do not use excessive keywords without context and relevance on your webpages.
It will lead to poor customer experience.
Hiring an SEO company can help you in striking a fine balance on keywords usage.
Your keywords must be unique. It must reflect your brand, product, or your services to be effective.

24. Not Having an SSL Certificate

Most business websites allow visitors to make financial transactions online. The website must ensure data privacy and security for its customers.
SEO companies enable SSL encryption on your website. It will increase trustworthiness.
An HTTPS before the URL indicates that the website is using an SSL certificate. It is an industry-standard for strong encryption.
A secure website which is SSL-enabled automatically boosts your site's reputation and ranking. It is especially important for eCommerce sites.
People feel safer transacting on websites that are SSL-enabled. Also, users avoid sites that are not secure, and so does Google.

25. Failing to Track Results

Track the results of SEO and digital marketing campaigns. It is a common mistake made by many companies.
Keep tabs on the various data points surrounding your SEO campaign. It will help you to identify potential gaps.
Make use of Google's in-built analytics tools and other popular reporting tools.
Using those, you can get a daily breakdown of crucial parameters. It includes site ratings, customer reviews, and visitor traffic.
SEO companies use advanced analysis tools to track key SEO performance metrics.
Make use of the power of these tools to boost rankings. If a certain strategy fails to yield results, restructure your SEO strategy to include missing elements.

Related : Warning Signs to Spot a Bad SEO Company Or SEO Services

26. Having a Poor Mobile Compatible Website

Mobile optimization is a best practice commonly implemented by SEO companies.
In the past, websites were not responsive, and they were made only for computer screens. It has lots of disadvantages.

• It makes it look cluttered on a device with smaller screen size.
• It will lead to poor website navigation.
• It could lead to a potential customer moving away from the site.
• It increases the bounce rate, which is a key SEO metric.

Ensure that you optimize your website for mobile devices. Also, test it on devices of varying screen sizes. It prevents display and compatibility issues.
Your visitors should enjoy a rich browsing experience regardless of the device.

27. Not Keeping up With Google Updates

Do not ignore the latest Google algorithm updates. It is a common mistake people make when they plan the SEO strategy.
These algorithms are at the heart of how Google indexes and ranks websites.
The sites must follow the search engine guidelines. It will help you to get featured on top of Search Engine Result Pages (SERP).
Invest in an SEO company. It is an easy way to track the changes in Google's ranking signals.
A reputable SEO firm will have Google certified experts. It will help you to stay up-to-date with the latest Google updates.
You can easily align your SEO and content strategy to improve the SEO scores.

28. Not Utilizing Google Analytics

The biggest mistake companies make is not focusing on hard data to drive business decisions.
Raising your site rank and visibility must be data-driven.
SEO companies have expertise in using several free and premium data analysis tools.
The data mined from these tools provide valuable and actionable insights. Make use of it to boost your page rankings.
Among free tools, Google Analytics is a powerful tool.

• It offers keen insights into your website's performance.
• It offers detailed reports about visitor traffic, site ranking, and conversion rates.
• You can use Google Analytics to receive regular reports.

29. Improper Keyword Audit

Companies often audit and target the wrong keywords. It is one of the on-page SEO mistakes often made by SEO companies nowadays.
Many a time, the keywords are either out-of-date or have no relation to your product or service. This type of keyword implementation does more harm than good.
Regularly audit the keywords on your website.
SEO companies use advanced tools to help you with it. It ensures that all keywords on the site are still relevant. Also, they will align with your industry's latest online trends.
Performing quick audits without researching the top trending keywords is a waste of time. It adds no value.

30. Not Doing Competitor Analysis

Do not forget to analyze your competitor's marketing strategy. People often ignore this while doing SEO.
Competitor analysis is a valuable SEO technique that offers deep insights. It tells you why customers favor one brand over another.
Don't ignore this rewarding SEO practice when you plan on hiring an SEO company.
Understanding the SEO practices used by your competitors can provide valuable business insights.
Browse through your competitor's website before starting on a major website redesign plan.
You can plan your website design and content based on your research.
Make use of these learnings to build an impactful SEO strategy.

31. Settling for Cheap SEO Companies

Never make the mistake of settling for companies that offer SEO services for low prices.
Most often, these companies are either inexperienced or use illegal methods to get results.
It is important to opt for reputed SEO companies. But you should not pay high prices for their services.
Try to maintain a fine balance between cost and quality.
Opting for a cheap SEO package may be tempting. But, it does more harm than good in the long run.
Inexperienced SEO tactics may lower your reputation with Google.
Building back a negative rating costs money and may take years to recover.

32. Focusing Only on Numbers

An increase in the number of visitors will not amount to SEO success. It is a common SEO mistake made by many people.
Increasing visitors is one of the desired outcomes of SEO. But, it is not the end goal.
You should always strive to improve your content quality. Also, optimize your site for speed and security.
A combination of all these factors lends higher credibility to your website. It increases trust among customers and authority among competitors. These factors stack up against your favor points with Google.
Focusing on many KPI's instead of just visitors increases your rankings over time.

33. Not Investing in a Strong Content Strategy

Many SEO companies do not pay much attention to content. It is a big mistake, and it will result in poor rankings.
The company that only focuses on promoting the products will fail over time. They should also focus on the contents surrounding the product or service.
You must have a clear content strategy in place. Do not randomly patch up content based on needs.
A content strategy clearly defines the overall content types and their place within your websites. It helps create a consistent business tone and presence for your brand.
Investing in a content strategy is crucial. It will help you to identify keywords and topics that target your business.

34. Focusing On Word Count Over Content Quality

Do not focus on increased word count to fill web pages. It is another common SEO pitfall.
Most companies believe that Google favors sites with extensive content. It is inaccurate.
At the same time, content is key to good SEO. Google always chooses quality and relevance over quantity.
Ensure that your content is relevant and addresses user needs. It should help the user find all the information they need about your products or services. They should find it on your site without contacting you.
More words and pages without context add no value to your SEO.
Focus on creating premium content. It must include rich media, such as images and videos.

35. Posting Too Many Low Quality Blog Posts

Create and promote quality blog posts. It is a great way to get more people on your site.
A common mistake in this area is focusing on the number of blog posts rather than quality.
Creating a dozen blog posts a month won't necessarily deliver expected results. It's more important as to who the blog posts' audience is and if they are attracted to your blogs' quality.
An SEO company can work with you to curate blogs for a seeded audience. It will help you to add people to your mailing lists and subscribers to your channels.

36. Poor Data Markup Implementation

Structured markup is an industry-standard format to markup information on a webpage.
A common SEO mistake is being unaware of this powerful technique to gain better results. This markup helps popular search engines to understand the content on your site quickly.
You can markup several key elements on a page for display. It will display them prominently in search engine results. These are called Rich Snippets.
Google crawls them and features them if they find it trustworthy. It improves organic search visibility.
Invest in an SEO campaign. The agencies will handle these updates on all your webpages.

37. Measuring Outdated KPIs

Choosing a method to measure SEO success is crucial.
A majority of them still add their hopes on KPI's and Metrics that are out-of-date.
Google changes its algorithms and ranking parameters frequently.
Measuring your SEO success using old metrics does not show an accurate picture.
You may be losing out on several key areas evaluated by the updated Google algorithms.
Today's SEO relies on semantics, and you can measure success using organic growth.
Roping in an SEO company like Haitna will help you catch up on the latest search engine ranking signals.

38. Incomplete On-page SEO

On-page SEO refers to certain practices implemented on individual page content and web elements. It helps websites rank higher and earn more relevant traffic with popular search engines.
Some companies implement partial on-page optimization on the website. It is one of the common mistakes companies often make.
Your on-page SEO must include page titles, meta descriptions, alt-tags, and captions. Other popular factors are Headings, image optimization, and header tags.
Implementing only one or two among these will show minimal or no changes in your search presence.
Haitna SEO experts have years of experience with on-page and off-page optimization.
Hire us for flawless on-page SEO implementation for your website.

39. Poor URL Construction

A well-constructed URL for a website or page has immense SEO potential.
A common mistake is not looking at the URL structure or the relevance of the keywords.
URL's are one of the main things that Google scans when indexing and ranking websites for search relevance.
A way to overcome this is to create a URL specific to the keywords or content displayed on the web page.
Ensure that the URL reflects the content. Avoid URL's that are too lengthy. These best practices will enhance your site search scores over time.

40. Ignoring Metadata on Pages

The website must include the target keyword in the title and description. It is the first thing Google encounters when listing the results.
The SEO companies specialize in the implementation of the best metadata practices.
Metadata resides primarily in two tags. They are the Title and Description.
Ensure that the title tag is short and uses keywords as part of the meta titles.
For the description tag, make sure that you clearly describe the purpose of the page.
Google automatically changes poor descriptions. A common mistake not to update these tags when working on an SEO campaign.

41. Not Performing Regular Site Audits

A considerable investment in SEO can go for waste if there are no follow-ups periodically.
An important task that most people miss out is regularly auditing their website.
You may have made various optimization changes during the campaign, including keywords. As time passes, keywords and algorithms change.
To reap SEO benefits consistently, ensure that the site is updated regularly. Update the content, keywords, and site metadata to keep up with the latest trends.
Perform regular site audits for the whole website.

42. Lack of Authoritative Backlinks

Getting high-quality and authoritative backlinks for the website is hard work. It is a task that takes research and time compared to straight forward on-page optimization tasks.
The road to success is not far once you have built authoritative backlinks.
Google search rankings shoot up within weeks.
However, most companies ignore this exercise or hire an SEO company with no experience. It results in a poor backlink building that adds no value to your SEO effort.
Hire a company with proven experience in backlink building to overcome this hurdle. This SEO practice is worth investing in for its guaranteed results.

43. Lack of Prioritization

SEO experts say that a common beginner mistake is to mix up your priorities during implementation.
Companies often pay full attention to one aspect of SEO while completely ignoring other crucial ones.
Get an experienced SEO company to perform a complete site audit. It provides you with an honest opinion and recommendations on what needs immediate focus.
You can then prioritize the SEO tasks that need to prioritize and those that can wait. This strategy helps you generate organic search traffic and increase brand exposure. It addresses key areas of your website that need ramp-up.

44. Ignoring Technical Issues on Website

Hire an experienced SEO company to perform a complete audit of your website.
Audits cover the technical aspects and code-related parts of your website. It is a crucial part of your site, and companies often ignore it during the audit.
Internal technical issues lead to site crashes and loss of revenue. It harms SEO efforts, and you end up losing customer trust.
A technical audit identifies broken links, incorrect redirects, and many other issues.
We use the most advanced tools to identify and isolate any issues that hamper customer experience quickly.

45. Creating Sub-domains Instead of Sub-folders

Subdomains and Subdirectories are different methods to host the content on your website. It is important to understand the difference between them to perform strong SEO.
Subdomains usually have the blog name before the URL. e.g., cars.disney.com.
For subdirectories, the blog name follows the URL.
Google ideally treats both equally.
According to experts, hosting content on a subdomain is better for SEO.
If your content is diverse, then you can opt for subdomains instead of subdirectories.

46. Trying To Do Black-hat SEO

Google heavily penalizes websites that use manipulative methods to rank higher in search results.
The penalty is a long-term blacklist. It is terrible for your business. It takes monumental effort and lots of money to recover from a blacklist.
Google considers these manipulative SEO practices as 'Black Hat' techniques. They include keyword stuffing, invisible links, copied content, and many more.
Many companies offer lucrative SEO packages and promise instant results.
Do not be lured into such schemes for a quick boost in your site traffic.
Always build your site traffic and ranking organically as this pays off in the long run.

47. Choosing Cheap Web Hosting Plans

Web hosting service providers are a dime a dozen. They have flooded the internet with hundreds of plans.
Many of these plans are cheap and offer flexible payment options with lots of free hosting space.
A common mistake is to get lured into choosing a cheap hosting plan. Although there is no direct correlation between hosting services and SEO, it does make a difference.
A cheap plan often means excess downtime. It makes your site unreachable for extended periods.
Cheap plans also slow down the site loading process. Slow-loading websites have a direct impact on SEO.

48. Imitating Competitor's SEO Strategies

Competitor analysis is a tried and tested SEO best practice in the industry.
Analyzing your competitor's website and their SEO strategy can bring great insights to the table. It gives you a clear direction to focus the SEO efforts for your own company.
However, a common mistake is that many companies directly imitate their competitors. It is a flawed and unhealthy SEO practice.
Each business is unique. It is good to spend time learning your competition's strategy, but no good to blindly copy it for your own.
Use the research to develop a unique strategy for your business.

49. Ignoring Internal Linking

Internal links let customers and search engines hop from one page to another within your website.
Internal linking is a key SEO practice that is often not well implemented.
You can add links from page menus to connect to other pages.
You can also add internal links inside your sentences to link to a broader topic.
Quality internal links indicate that the site has high-value content. It organically boosts your site rankings and reputation.
SEO experts have experience in building quality internal links for your web pages.
Quality content and internal link building complement each other for great results.

50. Not Retargeting Customers

The essence of SEO is to increase your website presence and attract new visitors to your site.
While this is important, it's also important to retain existing customers. You can sell more products to them. This practice is known as remarketing.
Use SEO to target people who have already done business with you in the past. It offers a high potential for further sales. SEO companies often ignore it during SEO campaigns.
Your biggest advantage of remarketing is that you have already earned the customer's trust.
Capitalize on this by targeting special promotions and campaigns to customers on your mailing lists.