Ranking higher on search engines isn’t just about using the right keywords; it’s about creating a website that both search engines and visitors can easily navigate. Many businesses unintentionally sabotage their visibility by overlooking technical details, duplicating content, or failing to optimize pages for user intent. Most of these mistakes are fixable with a clear strategy.
25 SEO experts share the most common mistakes businesses make and how to fix them
From ignoring mobile optimization and slow page speeds to neglecting metadata and internal linking, some patterns consistently hinder websites' performance. We asked SEO business owners to share the mistakes they see most often, and the practical fixes that can significantly improve search rankings.
Here’s what they had to say:
1. Making changes and not thinking about the repercussions
The most common mistake people make with their website is to make changes and not think about the repercussions. For example, you might have a website with certain key pages that are ranking extremely well and generating a lot of traffic and sales. Then the marketing department will decide the website needs a refresh and change the design, change the copy, and sometimes change the URLs to sound more like how they think they should sound. Then their rankings and traffic will disappear, and they don't know why. I've seen this story time and time again.
Thanks to Dan Lacey
2. Neglecting to optimize for mobile devices
One common SEO mistake businesses make is neglecting to optimize for mobile devices. In today’s world, a significant portion of web traffic comes from smartphones, yet many websites still aren’t fully optimized for mobile. This not only impacts user experience but also harms search engine rankings, as Google prioritizes mobile-friendly sites. I recommend prioritizing mobile optimization by using responsive design, ensuring fast loading times, and testing your site across multiple devices. It will lead to higher engagement and conversions.
Thanks to Kevin Luong, Everki!
3. Misusing heading tags
A common and often overlooked SEO mistake is misusing heading tags (H1s, H2s, etc.), which help search engines understand page hierarchy. Many sites start strong with a clear H1 but drift further down, using vague or irrelevant headings. This weakens SEO and user experience. Headers should reinforce brand positioning without keyword stuffing, reflecting your offerings clearly. For example, a veterinary clinic might use headings like “The pets we treat (and those we don’t)” or “[Business Name] opening times” to guide both users and search engines effectively.
Thanks to Andy Holland, JBH!
4. Focusing too much on keywords
A frequent SEO mistake is focusing too much on keywords while ignoring search intent. Ranking for irrelevant terms may drive traffic, but it rarely brings qualified visitors. Chasing high-volume keywords that don’t match customer needs leads to poor engagement and wasted effort. The solution is to center your SEO strategy on the customer journey: use tools to uncover real search questions, create content that answers them, and structure your site for clarity. Prioritizing intent improves visibility, engagement, and conversions.
Thanks to Omar Malaika, Soluky Pet!
5. Overemphasizing keywords while overlooking user experience.
Modern search engines reward sites that are useful and engaging, not those stuffed with keywords. Too often, businesses design pages for bots, leaving customers with slow, cluttered, or confusing navigation. The solution is to adopt a human-first approach: improve site speed, structure content around real customer questions, and provide genuinely valuable resources. When users stay longer and engage more, search engines boost your visibility, leading to stronger rankings and conversions.
Thanks to Edward Shklovsky, Zetronix Corp!
6. Creating content for search engines
One of the common SEO mistakes is creating content for search engines instead of real customers. At Which Real Estate Agent, I’ve seen keyword stuffing lead to high bounce rates and weak engagement, damaging visibility over time. Focus on valuable, audience-driven content that answers genuine questions. Pair this with on-page essentials like optimized title tags, meta descriptions, and internal linking. This approach not only improves rankings but also keeps visitors engaged, driving stronger conversions and long-term growth.
Thanks to Barbie Ann Jurolan, Which Real Estate Agent!
7. Not developing quality backlinks
Most companies do not develop quality backlinks, which are important to establish authority and enhance search rankings. External content alone does not give visibility. Correct this by building relationships with industry allies, guest blogging, and creating shareable content that attracts links naturally. Watch the quality of backlinks and eliminate spam links that hurt rankings. A strategic link-building strategy builds domain authority and generates referral traffic. By targeting legit, pertinent backlinks, companies send trust signals to search engines, increase rank, and extend visibility, and future customers find their content without conscious effort.
Thanks to M. Kande Hein, Seota Digital Marketing!
8. Going too broad
One SEO mistake I see all the time in e-commerce is going too broad or overlooking the ultra-specific keywords that actually convert. A fashion store might target ‘women’s shoes’, but they’re up against massive retailers, and that traffic is way too general. The key is to do your research first. Don’t just assume the keyword you’ve chosen gets traffic; tools like SEMrush or Google Keyword Planner will show you what people are actually searching for. Balance broader category terms with specific, high-intent phrases, and you’ll see a real lift in both visibility and sales.
Thanks to Zara Avila, Online Strategy Co!
9. Building websites without a keyword research foundation
The biggest SEO mistake isn’t poor content or technical gaps; it’s building websites without a keyword research foundation. Many businesses design around aesthetics or competitor layouts, only to miss what their audience actually searches for. A fitness coach, for example, may create “About Me” and “Services” pages, while prospects search for “personal trainer near me” or “weight loss program.” The fix is strategy first: conduct keyword research, cluster terms, plan site architecture, then create content. Design should follow function, and visibility starts with search data.
Thanks to Dmitrii Gavrikov, Fractional CMO Services!
10. Overlooking keyword optimization
Many businesses create strong content but fail to align it with the terms their audience actually searches for, making it less discoverable. The solution is to conduct thorough keyword research with tools like Google Keyword Planner or Ahrefs and naturally integrate those terms into titles, meta descriptions, and headings. This straightforward step strengthens search visibility, attracts targeted traffic, and ensures your content reaches the right audience more effectively.
Thanks to Simon Elliott, CLIFTON!
11. Neglecting on-page optimization
A common SEO mistake is neglecting on-page optimization, especially meta tags and headings. Many businesses overlook optimizing titles, descriptions, and header tags with relevant, high-intent keywords, making it harder for search engines to gauge content relevance. The fix is simple: give each page a unique, keyword-optimized title, meta description, and clear heading structure. Regularly update these elements to reflect search trends and user intent. Addressing this improves rankings, strengthens search visibility, and boosts click-through rates from qualified traffic.
Thanks to Sheyne Branconnier, Smile MEDIA!
12. Several common WordPress mistakes
On WordPress sites, the same SEO issues appear repeatedly. Common mistakes include installing too many plugins, which slow performance, and neglecting site speed, something you can test with Google PageSpeed Insights. Image problems are frequent, too, from oversized files to missing alt text and irrelevant names. Content often misses the mark with target clients, leading to poor conversions, while mobile usability is overlooked. The fix is consistent: audit plugins, optimize images, refine content, and test on mobile to improve visibility and engagement.
Thanks to Rachel Amies, Crazy Digital Creative!
13.Two mistakes
Two major SEO mistakes I see today are ignoring AI optimization and uploading oversized media files. With tools like ChatGPT shaping nearly 40% of searches, businesses need strategies tailored to AI-driven queries alongside traditional Google SEO. At the same time, large image or video files slow site speed, harming core web vitals and rankings. The solution: optimize content for AI responses and always compress media, never upload images larger than 1MB. Fixing both ensures stronger visibility, faster load times, and higher search performance.
Thanks to Lauren Hamilton, Smart Commercial Solar!
14. Having multiple pages compete for the same keyword
One of the most common SEO mistakes is having multiple pages compete for the same keyword. For example, a homepage and a service page may both target identical terms, causing keyword cannibalization. When this happens, search engines struggle to decide which page to rank, and both underperform. The solution is clear: assign each page a unique keyword focus. Use the homepage as a broad brand overview, optimized for your business name, while service pages target distinct, high-value keywords to maximize visibility.
Thanks to Tristan Evert, On The Move Marketing!
15. Failing to create keyword-rich title tags and meta descriptions
One of the biggest SEO mistakes is failing to create keyword-rich title tags and meta descriptions. Without them, Google struggles to understand page content and often generates irrelevant snippets that users ignore. This directly limits visibility and click-throughs. The fix is simple: write clear, optimized metadata that reflects your target keywords and entices clicks. In my experience, once businesses update their SEO metadata, traffic improves noticeably. Metadata is small but powerful; don’t overlook it if you want stronger search performance.
Thanks to Rashida Tayabali
16. Failing to provide clear signals for Google
A critical SEO mistake is failing to place exact target keywords in the most important areas of a webpage. Google can’t infer content meaning; you need to provide clear signals. Consistently using your keyword in the URL slug, meta title, meta description, H1, subheadings, body content, and image alt text acts as a roadmap for search engines. This not only clarifies relevance but also strengthens rankings. By optimizing these key elements, businesses can achieve far better search visibility and attract qualified traffic.
Thanks to Danyon Togia, Expert SEO NZ!
17. Websites that ignore search intent
One of the biggest SEO mistakes businesses make is designing attractive websites that ignore search intent. A site may look great, but without targeting high-intent keywords, it won’t attract buyers. In our Just Bathrooms campaign, replacing generic terms with specific phrases like “small condo bathroom remodel Toronto” boosted organic traffic by 285% in 90 days and doubled qualified leads, without extra ad spend. SEO isn’t an afterthought; it’s the blueprint. Start every design with keyword mapping and content alignment to drive real conversions.
Thanks to Matthew Goulart, Ignite Digital!
18. Ignoring website essentials
One of the biggest SEO mistakes is treating your website like a static brochure instead of a lead-generating machine. Too many businesses spend heavily on design while ignoring essentials like site speed, internal linking, and customer-focused content. Google doesn’t reward pretty pages that load slowly or host filler content. At Pearl Lemon, we improved a client’s rankings by deleting 40% of dead-weight pages. The takeaway: audit ruthlessly, cut ballast, and build a site that answers real search intent and drives conversions.
Thanks to Deepak Shukla, Pearl Lemon!
19. Failing to target the local audience
One of the biggest SEO mistakes service-based businesses make, such as CPR and advanced life support training providers, is failing to target their local audience. Many sites look professional but leave out essential location details, making them invisible to people searching for terms like “CPR training near me” or “BLS course in [city].” The fix is simple: include service locations in web copy, course descriptions, testimonials, and keep Google Business Profile and directories updated. These small actions greatly boost visibility and local conversions.
Thanks to Brian Clark, United Medical Education!
20. Creating content without a keyword strategy
A major SEO mistake businesses make is creating content without a keyword strategy. They publish well-written pages based on assumptions, only to find those topics attract little to no traffic. The solution starts with keyword research that identifies terms balancing search volume and ranking potential. From there, structure content with clear headings and ensure it truly solves the searcher’s problem. This method transforms your site from a static brochure into a sustainable traffic asset that continuously attracts qualified visitors.
Thanks to Jared Bauman, 201 Creative!
21. Chasing SEO scores
A common SEO mistake business owners make is obsessing over perfect scores on tools like Yoast, RankMath, Semrush, or Ahrefs. A 100/100 rating may look great, but it often hides deeper problems like weak content, keyword cannibalization, or JavaScript rendering issues. These tools also discourage experimentation and real-world A/B testing, which fuel sustainable growth. The fix is to go beyond the checklist—study trusted resources like The Art of SEO or partner with professionals who can craft tailored strategies for lasting results.
Thanks to Andy Romain, Romain Marketing!
22. Relying on generic copy
One of the biggest SEO mistakes businesses make is relying on bland, generic website copy. At Don’t Be A Little Pitch (DBALP), we saw how keyword-light content kept us invisible. Once we shifted to bold, search-friendly language that reflected our “edgy PR” brand, clients and media started finding us on Google. Use the exact phrases your ideal audience types into search, and weave them into headlines, page copy, and metadata. SEO is about showing up when opportunity searches.
Thanks to Bryce North, Don't Be A Little Pitch!
23. Pushing all SEO-rich content to the bottom
A common SEO mistake is pushing all SEO-rich content to the bottom of product or service pages, often due to CMS restrictions or “design-first” thinking. Since Google gives more weight to content higher up, burying text hurts relevance. Many sites also stack oversized hero images, sliders, or banners above the fold. While visually appealing on desktop, this pushes real content far down on mobile, hurting both SEO and conversions. The fix: place a strong, customer-focused paragraph and clear CTA above the fold, with longer copy further down.
Thanks to Dorian Menard, Search Scope!
24. Two mistakes
I’ve observed one major SEO mistake businesses make: assuming “content is king” and publishing volumes of generic content unrelated to their expertise. The truth is that “related content with expertise is king.” By chasing broad, shallow topics, companies dilute authority instead of showcasing real knowledge. In the data recovery industry, for example, we only produce content on data loss scenarios, recovery techniques, and storage technologies—areas where we provide genuine insights. This focused strategy improves rankings and attracts qualified leads who actually need our services.
Thanks to Chongwei Chen, DataNumen!
25. Neglecting clean, consistent URL structures
A common SEO mistake I see is businesses neglecting clean, consistent URL structures. Messy or overly long URLs confuse users and search engines, hurting rankings. Using short, keyword-rich URLs improves visibility and shareability. Another issue is poor image optimization—especially critical in the lighting products industry. Images need descriptive alt text, proper file names, and optimized sizes to boost page speed and rankings. Internal linking also matters: naturally connecting related products and blog posts increases organic traffic and adds real value to users.
Thanks to Matt Little, Festoon House!