As an SEO agency, we spend a lot of time undertaking SEO audits for our clients. While every website is different, and each business we work with will have its own unique goals and challenges, some common SEO mistakes come up regularly and seriously affect the websites' ability to drive sales or leads. 

Therefore we thought we would share some of the common mistakes that we uncover during SEO audits and how you can avoid them on your website. 

1. Not separating services or categories 

A common SEO oversight, especially on smaller websites, is the lumping together of different services or product categories on a single page. This approach, while seemingly straightforward, can significantly dilute your website's effectiveness in search engine rankings.

Why is it a mistake? 

Consider the way search engines operate: they primarily rank individual web pages, not entire websites. 

Imagine you're a dentist offering a variety of services, such as Invisalign treatments and hygienist appointments. If all these services are described on one page, search engines like Google can recognise you're a dentist but struggle to distinguish and appropriately rank the specific services you provide. 

This makes it harder for potential clients searching for a particular service to find your website.

Similarly, if you have an eCommerce website, it’s better to ensure that you break down categories into what someone would likely be searching for. For example, if you’re a jewellery brand, think “bracelets’ earrings” etc, rather than “summer collection” for your category pages. 

How to avoid it? 

The solution is to allocate distinct, dedicated pages for each of your services or categories. These pages should be crafted to function as standalone landing pages. That means if a prospective customer stumbles upon one of these pages directly—without navigating through your site's homepage—they'll encounter all the necessary information to make an informed decision. Each page should offer a comprehensive overview of the service, including benefits, costs, and how to proceed with an enquiry or purchase.

Creating specific pages allows for more targeted and effective SEO strategies. You can optimise each page for specific keywords relevant to each service, improving your chances of ranking higher in search engine results. This not only enhances your site's overall visibility but also improves user experience by providing clear, direct paths to the information or services your visitors are seeking.

Additionally, these service-specific pages offer the perfect opportunity to explore what makes your offerings unique. You can include testimonials, FAQs, and detailed descriptions that address your potential clients' needs and concerns, making your website a more compelling and informative resource.

Poor linking structure 

A well-organised linking structure is essential for SEO and provides a roadmap for both search engines and users to navigate your website. However, a common pitfall for many websites is a poor linking structure that can confuse visitors and search engines alike, hindering your site's ability to rank effectively.

Why is it a mistake? 

Search engines like Google use links to discover new pages on your website and to understand how those pages are related to each other. A clear and logical linking structure helps search engines index your pages more effectively, improving your site's visibility in search results. For users, a well-thought-out link structure ensures they can easily find the information they're looking for, enhancing user experience and satisfaction.

A poor linking structure, on the other hand, can make it difficult for search engines to crawl and index your website, potentially leaving important pages unnoticed. For users, it can lead to frustration and a higher likelihood of leaving your site without taking any action, increasing bounce rates and reducing conversion opportunities.

How to avoid it? 

Find out more about how to improve your internal linking structure here. 

Not optimising for the right keywords 

Choosing and optimising for the correct keywords is fundamental in SEO. Keywords are the terms and phrases that potential customers use to search for products or services online. When your website isn't optimised for the right keywords, you miss out on valuable traffic and, ultimately, potential sales.

Why is it a mistake? 

Optimising for the wrong keywords can lead to several issues:

• Irrelevant Traffic: If the keywords don't match what you're offering, you might attract visitors who aren't interested in your products or services, leading to high bounce rates.

• Low Conversion Rates: Even if you attract traffic, if the keywords don't align with user intent, these visitors are less likely to convert into customers.

• Missed Opportunities: By not targeting the right keywords, you may miss out on tapping into your ideal audience, especially those who are ready to engage or make a purchase.

How to avoid it? 

• Conduct Thorough Keyword Research: 

Start with comprehensive keyword research to identify terms that are relevant to your business and have a high search volume but moderate competition. Tools like Google Keyword Planner, SEMrush, or Ahrefs can provide insights into keyword trends, search volume, and competitiveness.

Understand User Intent:

Go beyond the surface level of keywords and try to understand the intent behind searches. Are users looking to buy, to learn, or simply to find a website? Optimize your content to meet these intents, whether that means creating informative blog posts, product pages, or how-to guides.

Use Long-Tail Keywords:

These are longer and more specific keyword phrases that visitors are likely to use when they're closer to a point of purchase or when they're using voice search. They may have lower search volumes, but they're often associated with more qualified traffic and higher conversion rates.

• Analyse and Adapt: SEO is not a set-it-and-forget-it task. Continuously monitor your keyword performance and the landscape of your industry. Adapt your strategy as necessary to ensure you're always targeting the most effective keywords for your audience and goals.

By prioritising the right keywords, you ensure that your SEO efforts drive relevant traffic to your site, improve user experience, and increase the likelihood of conversion. Remember, effective keyword optimisation is about connecting with your target audience by aligning your online content with their needs and search behaviours.

Not Actually Tracking Results

One of the most critical steps in any SEO strategy is tracking and analysing your results. Failing to do so is like navigating a ship without a compass; you have no way to determine if you're moving in the right direction. Tracking your SEO performance allows you to see what's working, what isn't, and where you can improve

Why Is It a Mistake?

Not tracking results can lead to several missed opportunities and inefficiencies:

Missed Insights:

Without tracking, you won't know which keywords are driving traffic, which pages are most popular, or where your conversions are coming from. These insights are crucial for refining your SEO strategy.

Wasted Efforts 

If you don't monitor performance, you might continue to invest time and resources into strategies that aren't delivering results, missing out on more effective opportunities.

Inability to Demonstrate ROI:

For businesses, showing the return on investment (ROI) of SEO efforts is vital. Without tracking, demonstrating the value of your SEO strategies to stakeholders or clients becomes impossible.

How to Avoid It?

Set Clear Goals:

 Start by defining what success looks like for your website. Is it more traffic, higher rankings for certain keywords, more conversions, or all of the above? Clear goals will guide your tracking efforts.

Use the Right Tools: 

Leverage tools like Google Analytics and Google Search Console. These free tools provide a wealth of information about your website's performance, from traffic statistics to your site's visibility on Google.

Monitor Your Keywords:

Keep an eye on how your chosen keywords are performing. Are they driving traffic? Are you ranking higher for those terms over time? Adjust your strategy based on these findings

Adapt Based on Data

 Use your tracking data to make informed decisions. If something isn't working, be prepared to pivot or try new strategies. SEO is an ongoing process, and flexibility is key to success.

By actively tracking your SEO results, you not only gain valuable insights into your website's performance but also set the stage for continuous improvement and greater success in your online endeavours.

Mistakes with Meta Descriptions and Title Tags 

Meta descriptions and title tags are critical for SEO and the first impression potential visitors get in search engine results.

Why is it a mistake? 

Making mistakes here can lead to lower click-through rates, affecting traffic and rankings. Poor user engagement arises from uninteresting or irrelevant titles and descriptions, leading users to bypass your site. Additionally, failing to include relevant keywords in these elements means missing vital SEO opportunities, as search engines use title tags heavily in their algorithms. Meta descriptions, while not directly impacting rankings, influence user behaviour, which can affect SEO outcomes. Unclear or misleading titles and descriptions can confuse visitors, potentially increasing bounce rates when the content doesn't meet their expectations.

How to avoid it? 

To avoid these pitfalls, ensure your title tags and meta descriptions are both descriptive and concise, accurately reflecting the content on the page. They should be short enough to display fully in search results, with title tags under 60 characters and meta descriptions around 160 characters. Incorporating relevant keywords helps improve visibility, but they should fit naturally into your text. Highlight what makes your page worth visiting by detailing its unique value or offering, using language that entices users to click through.

Avoid using the same title and description across multiple pages; the uniqueness in each meta tag helps search engines understand and differentiate your content. Using action-oriented language in your meta descriptions can motivate users to click on your link. It's also beneficial to regularly review the performance of your pages through tools like Google Search Console. If you notice low click-through rates, consider revising your meta tags. Experimenting with different wording can lead you to discover the most effective approach for engaging your audience.

Focusing on creating compelling and accurate meta descriptions and title tags can significantly boost your site’s visibility and appeal in search results. This careful attention not only improves SEO performance but also enhances user engagement by ensuring visitors know exactly what to expect from your site.