11 Common SEO Errors to Avoid

According to BrightEdge, 68% of online experiences begin with a search engine. Search engine optimisation (SEO) is the heartbeat of online visibility. It's the art and science of making your website stand out amidst the vast world of digital information. Done right, SEO can usher your website to the coveted top spots on search engine results. But missteps, even seemingly minor ones, can push your site to the far reaches of search rankings or even penalise it.

Here, we uncover 11 common SEO errors that can hurt your website's performance and provide recommendations for avoiding them.

Ignoring Mobile Optimisation

With over 58.99% of web traffic coming from mobile devices, a mobile-friendly website is no longer optional. Not only do users expect it, but Google also prioritises mobile-optimised sites in their ranking.

Fix: Use responsive design, and regularly test your site's mobile usability using Google's Mobile-Friendly Test.

How to Check if Your Site Is Optimised for Mobile?

Here's a step-by-step guide to help you evaluate if your site is optimised for mobile devices:

1. Google Search Console:

Google Search Console (GSC) offers a dedicated "Mobile Usability" report.

• How to use:

1. Log in to your GSC account.
2. In the left sidebar, find and click on "Mobile Usability."
3. GSC will display any issues affecting mobile visitors, such as small fonts or overlapping touch elements.
4. Review the results and address any issues listed to ensure optimal mobile viewing.

2. Google's Mobile-Friendly Test Tool:

This is a user-friendly tool designed by Google to assess the mobile responsiveness of individual pages. Follow these steps:

1. Go to the Mobile-Friendly Test tool.
2. Enter the URL of the webpage you want to test.
3. The tool will analyse the page and quickly provide a verdict on its mobile-friendliness.
4. If there are issues, the tool will list them along with recommendations for improvement.

3. Manually Test on Different Devices:

One of the best ways to truly understand the mobile experience is by manually navigating your site on various devices (smartphones, tablets) and browsers. Follow these steps:

1. Grab a few different mobile devices or use device emulators online.
2. Navigate through your site, noting any issues or areas of friction.
3. Ensure images load correctly, buttons function as expected, and text is readable without zooming.

Neglecting Quality Content

Keyword stuffing or publishing low-quality content can not only turn visitors away but can also attract penalties from search engines.

Fix: Regularly publish high-quality, original content that offers genuine value to your readers while naturally incorporating your target keywords.

Overlooking Meta Descriptions

Meta descriptions are the short snippets below the title in search results. A clear and compelling description can increase click-through rates.

Fix: Ensure every page has a unique meta description that briefly summarises the content and entices readers. The recommended word count for meta descriptions is 150-160 characters, so make sure you keep them concise.

Not Using Analytics

Without tracking your website's performance, you're flying blind.

Fix: Use tools like Google Analytics to monitor traffic, engagement, and conversions. Regularly assess and refine your SEO strategy based on these insights.

Ignoring Local SEO

A notable 30% of mobile searches have a local intent. Moreover, an impressive 76% of individuals who conduct a local search on their smartphones visit a business in their vicinity within just 24 hours. If you have a brick-and-mortar location or serve a specific geographic area, local SEO is important for your business.

Fix: Claim your Google My Business listing, gather positive reviews, and ensure your name, address, and phone number (NAP) are consistent across all platforms.

Broken Links

Broken links can frustrate users and negatively impact your site's credibility and SEO.

Fix: Regularly audit your site for broken links and fix or replace them promptly.

Here's how to do it with Google Search Console:

1. Setting Up Your Google Search Console Account:

• If you haven't already, visit the Google Search Console website.
• Sign in with your Google account.
• Click 'Add a Property' to verify your website. Follow the on-screen instructions.

2. Access the 'Crawl Errors' Report:

• Once verified, select your website property from the GSC dashboard.
• Navigate to the 'Coverage' section under 'Index' in the left-hand menu.
• Here, you'll find errors that Google has encountered while crawling your website.

3. Identifying Broken Links:

• In the 'Coverage' report, look for the “Error” tab.
• Click on it, and you'll see a list of URLs yielding a 404 error.
• These are the broken links that Google bots have identified on your site.

4. Find the Source of the Broken Links:

• For a closer inspection, click on any of the error links.
• A detailed view will pop up, revealing the web pages that point to this broken link.

5. Addressing and Correcting the Broken Links:

• Now that you have the list visit each page on your website that points to the broken link.
• Replace the broken URL with the correct one, or remove the link entirely if it's no longer relevant.
• Ensure the new link is working correctly to provide a seamless user experience.

6. Reassure Google by Marking it as Fixed:

• After correcting the link on your website, return to the GSC error report.
• Click on the link you've fixed and select 'Mark as Fixed.' This will notify Google that you've addressed the issue, and they'll re-crawl the link.

Not Optimising Images

Large image files can slow down your website, hurting user experience and SEO.

Fix: Always compress images and use descriptive alt text for each one.

Not Focusing on Internal Linking

Internal linking helps distribute page authority and guides users to relevant content.

Fix: Link to related articles or pages within your content, ensuring that the anchor text is relevant.

Ignoring Page Speed

A slow website can deter visitors and decrease your ranking.

Fix: Optimise your site's speed by reducing image sizes, leveraging browser caching, and considering a content delivery network (CDN).

Here's how to do it:

1. Visit PageSpeed Insights.
2. Enter your website URL.
3. Review the results under the "Mobile" tab.

Forgetting about HTTPS

Security is a priority for search engines. Sites without HTTPS might be flagged as "not secure" by browsers.

Fix: Migrate your website to HTTPS to ensure a secure connection for your visitors.

Not Updating Content Regularly

SEO isn't a one-time task. Outdated content can lose its relevance and ranking power.

Fix: Regularly review and update your site's content, especially your most important pages, to ensure they remain current and valuable.

While it's essential to recognise and rectify these common SEO errors, remember that SEO is an ongoing journey. It demands consistent attention, refinement, and adaptation to evolving algorithms and user behaviours.

If you're looking for expert assistance to navigate the intricate world of SEO, look no further than Hive Social. Our team of seasoned professionals specialises in crafting bespoke SEO strategies that drive visibility, engagement, and conversions.

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