10 Common SEO Mistakes Your Business Should Avoid
Search Engine Optimization (SEO) has become a crucial part of any digital marketing strategy. With the right SEO strategy, you can move your website SEO page ranking from the third page to the first page on SERP (search engine results page). There are however some common SEO mistakes that you can avoid.
10 Common SEO Mistakes to Avoid
Here are our top 10 SEO mistakes your business should avoid:
1. Not using the right SEO tools
There are a number of tools that can help elevate your SEO strategy in 2022. The first tool you need to set up is Google Search Console and Google Analytics. Google Analytics can be used to measure the amount of traffic you receive but it can also be used to measure conversions. You will also need to install an SEO plugin that can help you monitor your website for any errors and improvements for your website.
Setup your Google Search Console, Google Analytics, install an SEO plugin and ensure that your sitemap has been submitted and your website is properly indexed.
2. Not optimising for the right keywords
Keyword optimisation is a huge part of SEO and if you optimise the wrong keywords, you risk the chance of not ranking on the first page of the SERP. When choosing keywords, you need to prioritise them by search volume and keyword difficulty.
One SEO mistake that most SEO experts do is prioritise search volume, not taking into account how difficult it is to rank in the first pages of search. It is better to rank for keywords with high search volume and very little difficulty as this improves your chances of ranking on the first page.
3. Not optimising keywords for local search
In order to nail SEO, you need to know your target audience. How do they search for products or services online, where are they located and how can you reach them? Google Search Console is a great tool to have and can give you the insight you are looking for.
This will come in handy when optimising for local search, you will be able to ensure and see which keywords are working and which ones to prioritise over the other. Do not ignore your Google My Business listing as your website stands to benefit in instances of ‘near me’ searches.
4. Publishing poorly written content
Poorly written content can affect your rankings on search engine platforms. Google looks at the quality of the content within the website and whether it speaks to what the audience is looking for.
The Search Quality Evaluator Guidelines were updated in October 2021. SEMRush states that the guidelines contain three keys to how Google looks at web pages and how they differentiate high-quality content from low-quality. All pages need to be written with a beneficial purpose and must adhere to the EAT guideline i.e. it should demonstrate expertise, authoritativeness and trustworthiness.
5. Having outdated content and information online
If you have been running your website for a while, you most likely have some content that has been sitting on your website for years. This is one of the common SEO mistakes. It is important that you keep updating the content on the website. Google is always looking for fresh content to promote to readers.
Constantly updating your website to match user intent can help improve your rankings, but also ensuring that the information is up to date can bring new traffic. The more time you spend on updating your content, the more chance it gets at ranking higher.
6. Not paying attention to Core Web Vitals
Google’s Core Web Vitals are a set of three specific web page experience metrics that Google considers important.
These three web page experience metrics are:
- Largest Contentful Paint (LCP) – The time it takes for a page to load
- First Input Delay (FID) – How long it takes for a page to become interactive
- Cumulative Layout Shift (CLS) – The visual stability of elements on the page
These metrics directly impact the website rankings, it is therefore important that you ensure that your website loading speed is less than 2.5 seconds, your page is instantly interactive and your visual layout is stable.
Your Core Web Vitals can be impacted by a number of factors outside of your control, find out more about this in our SEO Checklist for better business in 2022.
7. Ignoring crawl errors and broken links within your website
There are a number of errors that will be evident in the website. If you ignore any crawling issues from a technical SEO perspective, some of the pages on your site might not be as visible as they should be to Google.
This is because when search bots come across a large number of broken links and errors, they move to other websites, leaving some of your pages uncrawled. The crawlers ensure that you are ranking and if it can’t read some of the pages on your website, you will be penalised for that and your page’s domain authority will be impacted negatively.
8. Not optimising for mobile-first indexing
On the 1st of July 2019, Google introduced mobile-first indexing. This means that since July 2019, Google has been using the mobile version of a website for indexing and rankings.
Previously, the desktop version of a website was evaluated for indexing, but since the majority of people use mobile for Google search queries, Googlebots indexes pages with the smartphone agent. In order for you to start ranking higher, especially on mobile, you need to ensure that bots can access your mobile page content.
9. Not having a backlinking strategy in place
One of the first things that you need to do when you create a website is to start creating backlinks. For your website to be indexed and crawled by search engines, crawlers need to follow a link to your website and this is why backlinking is important. You need to ensure that you have internal links and external links and the higher the quality of your external links, the higher your rankings will be.
10. Not using other digital marketing channels to boost SEO
There are a number of off-page factors that can have an effect on your rankings. One of the SEO mistakes that some SEO experts make is thinking that SEO is a digital marketing tool that works in a silo, whereas it is important that your SEO activities are supported by other digital marketing channels. According to Search Engine Journal, building a symbiotic relationship and agreeing on goals and measures of success across channels – social, email, paid, and PR – is all part of modern-day SEO.