23 Common SEO Mistakes to Avoid & How to Fix Them

When done right, Search Engine Optimization (SEO) drives organic traffic and improves website visibility and performance. However, even small mistakes can have severe consequences and lead to reduced rankings, lower traffic, and missed opportunities for conversions. By recognizing and fixing these common mistakes, you can ensure that your SEO efforts deliver maximum impact.

In this article, we’ll dive into the 23 most common SEO mistakes to avoid and provide actionable solutions to help you avoid or correct these issues. 

Our goal is simple: We’ll give you practical tips on maintaining a healthy, optimized website that attracts organic traffic and performs at its best. 

 

Why It’s Important to Avoid SEO Mistakes

SEO issues can negatively affect a website’s performance. Common SEO errors can waste time and money by causing poor search engine rankings, which directly impact organic traffic. It becomes harder for users to find your site, reducing visibility and potential sales.

Some of the most frequent consequences are:

• Wasted resources. Common SEO problems can waste time, effort, and money without delivering the desired results. 
• Loss of visibility. SEO mistakes can prevent your site from ranking well (or even drop your rankings) on search engines like Google, making it harder for potential customers to find you.
• Lower traffic. SEO missteps often create a chain reaction: the worse your site ranks, the fewer visitors it will attract. This drop in traffic can further impact your rankings, deepening the visibility problem and reducing overall engagement.
• Reduced conversions. Poor SEO rankings make it harder for people to find your website because it shows up lower on search results, meaning fewer visitors reach your site and are less likely to engage or take action, as they often see lower-ranked sites as less trustworthy or reliable.
• Competitive disadvantage. Since each industry faces fierce competition today, businesses can’t afford to ignore SEO errors. Competitors with strong SEO strategies will rank higher and attract more traffic, leaving your site behind.

Fixing these mistakes helps your website perform better in search rankings, sustain traffic, and improve search engine marketing, keeping your business competitive in the digital market.

Top 23 SEO Mistakes to Avoid

SEO problems can be divided into five key categories. Each area affects how search engines rank and display your website. By addressing SEO issues in each category and making your website more SEO-friendly, you can improve its performance and visibility.

1. Technical SEO mistakes. These errors occur in the backend of your website, such as slow page speed, mobile optimization issues, and improper configuration of robots.txt and sitemap.xml files. These technical aspects are important for search engine spiders and crawlers to properly index your site.
2. Content-related mistakes. Keyword stuffing, low-quality content, and failing to define keyword intent can reduce your site’s credibility and lower user engagement.
3. On-page SEO mistakes. On-page SEO refers to optimizing individual pages to rank higher. Common mistakes include incorrect keyword clustering, poorly optimized meta tags, and unstructured headers.
4. Off-page SEO mistakes. These mistakes happen outside your website, like using spammy techniques to acquire backlinks or relying on poor-quality sites for link-building. They can harm your site’s reputation and authority.
5. Local SEO mistakes. For businesses that target specific geo-locations, ignoring Google Business Profile or failing to optimize for local keywords can result in missed opportunities to attract nearby customers.

Each mistake we listed in this guide includes a practical solution to help you fix the issue. 

Technical SEO Mistakes

Technical SEO is the foundation of a well-optimized website. Even if your content is high-quality and engaging, it won’t perform well if you don’t solve technical SEO issues. These errors make it harder for search engines to crawl and index your site, which can lead to lower rankings on Search Engine Results Pages (SERP).

1. Slow Page Speed

Slow page speed is one of the most common technical SEO issues that damage SEO and UX (User Experience). A slow-loading website causes high bounce rates; users leave your site before it fully loads, which signals search engines that your site provides a poor UX. Poor speed can negatively affect your SEO rankings and lower your chances of attracting and keeping organic traffic.

To address this, Google introduced Core Web Vitals, a set of metrics that show how well a webpage performs in terms of loading, interactivity, and stability. One of the latest updates in Core Web Vitals is the Interaction to Next Paint (INP), which will replace First Input Delay (FID) as a key metric by 2024.

INP measures a page’s total responsiveness—not just the first interaction like FID but every user interaction throughout the page’s lifecycle. 

• An INP score below 200 milliseconds is considered good.
• INP scores above 200 and below 500 milliseconds require improvements.
• An INP score above 500 milliseconds is considered poor.

Solution:

• Reduce JavaScript execution. Heavy JavaScript can block a page’s interactivity. Split JavaScript into smaller tasks to help browsers process interactions faster.
• Optimize server response times. A faster server can reduce the time it takes for your site to react to user inputs.
• Minimize third-party scripts. Third-party analytics or tracking tools can slow down your site’s response times. Reduce these scripts to improve INP.

PageSpeed Insights and Google Search Console can help monitor and measure your site’s Core Web Vitals, including INP. 

2. Ignoring Mobile Optimization

58.21% of all web traffic comes from mobile devices. Google uses mobile-first indexing—it primarily ranks sites based on their mobile version instead of the desktop version. Your site will rank poorly if you don’t optimize it for mobile views, no matter how good the desktop version is. Technical SEO issues like slow loading times, unresponsive layouts, or hard-to-click links can lead to a poor mobile experience. 

Solution:

• Responsive design. Implement a responsive design that adapts to different screen sizes and provides a seamless experience across mobile and desktop.
• Test mobile friendliness. Use Google’s Mobile-Friendly Test (now available on Lighthouse) to evaluate your website’s mobile usability and identify issues. 
• Improve load times. Since mobile users often have less patience, optimize loading times by compressing images, enabling browser caching, and reducing the size of HTML, CSS, and JavaScript files.
• Simplify navigation. Ensure buttons and links are large enough so users can click them easily and avoid stuffing pages with unnecessary elements.

3. Incorrect Configuration of Robots.txt and Sitemap.xml

The robots.txt and sitemap.xml files help search engines crawl and index your website. If your robots.txt file is misconfigured, it could block search engines from indexing important pages, like product pages or blog posts. Pages will be invisible in search results, which will harm your visibility and SEO rankings. 

Similarly, an incorrect sitemap.xml can prevent search engines from discovering new or updated pages on your site. They won’t be able to index your content properly, which will result in lost traffic and lower rankings​.

Solution:

• Review the robots.txt file. Ensure it doesn’t block important sections of your site. Use Google Search Console to test and validate your robots.txt file. Avoid disallowing essential pages, such as your homepage, product pages, or blog content. 
• Optimize the sitemap.xml file. Make sure your sitemap.xml is up-to-date and accurately lists all important pages on your site. Submit your sitemap to Google Search Console to ensure search engines can crawl and index all new and existing pages.

4. HTTP Status Code Errors

HTTP status codes tell search engines and users whether a webpage is available. When a page incorrectly returns a 404 status code (Page Not Found) even though it’s accessible to users, search engines assume the page doesn’t exist. As a result, the page won’t be indexed and will not appear in search results. Other status codes, like 500 (Server Error) or 301 (Redirects), can also affect SEO if not handled properly​.

Solution:

• Monitor HTTP status codes. Regularly check your site’s status codes using Google Search Console or crawl tools like Screaming Frog to detect 404, 500, or incorrect redirect codes. Fix 404 errors by restoring the missing page or implementing a 301 redirect to guide users to a relevant page.
• Ensure proper redirects. When changing URLs or removing pages, always set up 301 redirects to pass any SEO value from the old URL to the new one. You will prevent losing traffic and keep your pages indexed​.

5. Basic Redirects are Not Configured

When basic redirects are not correctly set up, users can land on broken or outdated pages, which leads to poor UX and damages SEO performance. For example, when you move a page to a new URL and don’t configure a 301 redirect, you’ll lose the page’s link equity. Common scenarios where you need redirects include moving from HTTP to HTTPS or redirecting non-www to www versions of your site to avoid duplicate content​.

Solution:

• Set up 301 redirects. A 301 redirect passes the page’s SEO value to the new URL and ensures users are directed to the correct page. It prevents broken links and helps maintain your site’s SEO value.
• Handle common redirects: Ensure your website redirects correctly between non-www and www versions and from HTTP to HTTPS to avoid duplicate content issues and boost site security.

Content-Related Mistakes

Even if your website is technically perfect, it won’t rank high if the content marketing doesn’t engage users or meet their expectations. Search engines prioritize content that is relevant, valuable, and aligned with user intent. 

Related Content: How to Build a SEO Content Strategy That Drives Results

The following section will explain the most common content-related SEO issues and suggest solutions.

6. Keyword Stuffing

Keyword stuffing happens when you put too many keywords into content in an attempt to rank higher on search engines. Exaggeration with keywords makes the text awkward and unpleasant to read, so users quickly leave the page, causing high bounce rates. Search engines can detect keyword stuffing and penalize your site, lowering its SEO rankings or even removing it from search results​.

Solution:

1. Write naturally. Write your content for readers, not just search engines. Make sure the keywords fit naturally and don’t disrupt the flow of the text.
2. Use variations. Instead of repeating the same keyword, use synonyms and related phrases to help improve readability.
3. Place keywords strategically. Include keywords in important areas like the title, meta tags, and H1 headings without forcing them into every sentence.

7. Low-Quality Content

If the content is generic, uninformative, or poorly written, it won’t engage readers, which can lead to higher bounce rates and lower SEO rankings. Search engines prioritize content that is original, relevant, and useful to the reader. 

Solution:

1. Research audience needs. Research your audiences’ interests, questions, and pain points. Use Google Trends or social media to find out what your audience is searching for and what content resonates with them.
2. Create original content. Write unique content that offers new insights or helpful information. Avoid duplicating content from other sites, as this can lead to SEO penalties and harm your credibility. 
3. Maintain a consistent tone. Whether your brand is casual or formal, keep a consistent tone throughout your content. Consistency builds trust and keeps readers engaged. 

8. Incorrect Definition of Keyword Intent

If you don’t understand the keyword intent, you could create the wrong type of content, which won’t align with what users are searching for. 

There are four main types of user intent: 

 

Informational	Users seek answers
Commercial	Users research products or services
Navigational	Users look for a specific website
Transactional	Users are ready to buy

 

If you target the wrong intent, search engines will rank your content lower because it won’t meet the user’s needs.

Solution:

• Identify keyword intent. Before creating content, analyze the intent behind each keyword. Is the user looking for information, wanting to purchase, or navigating to a specific site? Use Google Search or keyword research tools to see what type of content currently ranks for those keywords.
• Match content to intent. Once you understand the keyword intent, choose the format for your content:
  • For informational intent, create blog posts or guides.
  • For commercial intent, focus on product pages or comparison
  • For navigational intent, create clear and relevant landing pages​
  • For transactional intent, design product or checkout pages with strong CTAs.

9. Lack of Regular Content Updates

Search engines prioritize fresh and relevant content, which means outdated information can cause your rankings to drop. Without regular updates, your content will become less aligned with current industry trends and lose value for users and search engines​.

Solution:

1. Refresh existing content. Regularly review and update older content to ensure it remains accurate and relevant. Update statistics, add new information, and improve readability.
2. Align with trends. Stay up-to-date with industry trends and incorporate these into your content to keep your site relevant and engaging.
3. Regularly conduct audits. Set a schedule to audit your content and ensure everything remains relevant and optimized. 

10. Not Optimizing for Long-Tail Keywords

Many websites neglect long-tail keywords, which can bring in more targeted traffic. High-volume keywords are highly competitive and can be hard to rank for. Long-tail keywords often have lower competition and attract users who are closer to making a purchase or decision. 

Solution:

1. Research long-tail keywords. Use Google Keyword Planner or SEMrush to identify long-tail keywords related to your niche. These keywords typically have lower search volumes but higher conversion potential because they target more specific user queries.
2. Create content around long-tail keywords. For example, instead of targeting “running shoes,” create an article about “best running shoes for marathon training.” This helps you rank for more focused searches and attract users looking for precise information.

11. Duplicate Content

Duplicate content can cause keyword cannibalization, where multiple pages on your website compete for the same keyword. When this SEO issue happens, search engines struggle to decide which page should rank higher, which can dilute the authority of all competing pages. Confusion can lower rankings for all competing pages and reduce your site’s overall visibility​.

Solution:

• Consolidate content. If you have similar content across multiple pages, combine them into one high-quality, comprehensive page. You will prevent competition between pages and strengthen the authority of a single, well-optimized page.
• Use canonical tags. When it’s necessary to have duplicate content (like for product pages with similar descriptions), use canonical tags to tell search engines which page is the original, and it will be indexed and ranked higher.

On-Page SEO Mistakes

On-page optimization refers to adjusting web pages to improve rankings and attract more relevant organic traffic. It directly impacts how search engines understand the content of your pages and how users engage with your site.

On-page elements like title tags, meta descriptions, header tags (H1-H6), and internal links guide search engines through your site and help them index your pages. UX and SEO work together to make the content more organized, readable, and accessible. 

Optimizing these elements can lead to better organic traffic, higher SEO rankings, and more satisfied visitors who stay longer and engage more with your content.

12. Incorrect Keyword Clustering

Incorrect keyword clustering happens when different keyword groups are combined into one article, which reduces the relevance of the content. 

For example, mixing informational and commercial keywords into the same piece can confuse users and search engines. Lack of clarity weakens the content’s SEO performance because search engines struggle to determine the article’s focus, leading to lower rankings​.

Incorrect keyword clustering can especially hurt B2B SEO, where clear and targeted messaging is important for reaching decision-makers. If your content is confusing or doesn’t target the right keywords, it’s harder to attract the right audience.

Solution:

1. Cluster keywords by intent. Follow the principle of “one group of keywords—one cluster.” Organize keywords based on their intent, whether informational or commercial. 
2. Avoid combining different clusters. Don’t try to cover too many topics in one article. Create separate content pieces for each keyword cluster and ensure that each article aligns with a single intent and answers the user’s specific query​.

13. Poor Optimization of Title and Description Meta Tags

Meta tags, including the title and description, tell search engines and users what a page is about. If your meta tags are poorly optimized or don’t include relevant keywords, search engines will not properly understand your content, and users might skip it over in search results. 

Solution:

1. Use relevant keywords. Optimize your title and description meta tags by using targeted keywords that you’ve discovered through keyword research. Make sure the keywords match the intent of the content.
2. Create engaging meta tags. Write meta descriptions and titles that include keywords but also attract users to click. The title should be concise and descriptive, while the meta description should summarize the content in an appealing way.

14. Unoptimized H1-H6 headers

H1-H6 headers create a content hierarchy that helps search engines understand the structure and importance of different sections on your page. If headers are not optimized with relevant keywords or the hierarchy is not followed (e.g., using a few H1 tags or skipping levels), search engines struggle to interpret your content. Consequently, your visibility in SERPs might be reduced, while your content might confuse readers​.

Solution:

1. Use relevant keywords in headers. Your H1-H6 headers should include keywords that are relevant to the content. The H1 should contain the primary keyword, as it acts as the main title of the page. H2-H6 headers should organize subtopics and include secondary keywords, helping users and search engines navigate the page.
2. Maintain a proper hierarchy. Use H1 only once as the main title, and with H2-H6 headers, break the content into logical sections. You will make it easier for search engines to understand and index your content, which can boost your page’s SEO rankings.

15. Neglecting Internal Linking

Internal linking helps search engines navigate and understand your website’s structure. If you neglect internal linking, readers might not find some important pages, or they won’t rank as high as they could. Search engines view pages with more internal links as more valuable; they carry more SEO weight. 

Solution:

1. Use diverse anchor text. When adding internal links, use descriptive and relevant anchor text to describe the linked content more clearly. Avoid using generic phrases like “click here.”
2. Use contextual links. Internal links within the body of your content where they are most relevant to the topic create a natural flow, and help guide users to related pages, keeping them on your site longer.
3. Link from navigation menus and footers. These links help search engines crawl the structure of your website and ensure users can access key pages quickly​.

16. Missing or Incorrect Structured Data Markup

Structured data markup helps search engines understand the content and organization of your web pages. Missing or incorrect structured data means your site may miss out on rich snippets—like rating stars, images, or prices—that make your links stand out in search results. These enhanced search features can drive more traffic to your site and make your content more appealing to users​.

Solution:

1. Implement structured data correctly. Use the Schema Markup Testing Tool to properly format your structured data markup. Add structured data for elements like reviews, products, and events to increase your chances of showing rich results in search engines.
2. Test and validate. After you implement structured data, use Google Search Console to test and validate your markup to make sure that search engines can read and display the correct information from your site​.

17. Image Issues

Unoptimized images can slow down your website and negatively affect SEO and UX. Large image files increase page load times and lead to higher bounce rates as users get frustrated and leave. Lack of alt text makes it difficult for search engines to understand what the image represents, which can lower your site’s rankings. Alt text is also important for accessibility, as it helps users with disabilities understand the content of your images​.

Solution:

1. Use alt text for images. Add descriptive alt text to all images. You will help search engines index the images and improve your site’s accessibility for visually impaired users.
2. Compress images. Reduce the file size of your images without losing quality with tools like TinyPNG or JPEG-Optimizer. Smaller images load faster, improving page speed and UX.
3. Choose the right image format. Use JPEG for photos and PNG for graphics or transparent images. 
4. Adjust image size: Scale images to fit the space they’ll occupy to reduce load times and improve overall website performance.

Off-Page SEO Mistakes

Off-page SEO involves activities that happen outside of your website but still impact its rankings. It primarily includes building external links (link building), where other reputable sites link to yours, signaling to search engines that your site is trustworthy and relevant. 

Reputation management—such as positive reviews, social media engagement, and brand mentions—also helps build authority and credibility.

Off-page optimization improves your site’s rankings, attracts organic traffic, and makes you stand out in search engine results. However, mistakes, like acquiring low-quality backlinks or neglecting reputation management, can harm your site’s performance.

18. Using Spammy Techniques to Acquire Backlinks

Acquiring backlinks through mass posting, link exchanges, or link schemes can seriously harm your website’s SEO. While backlinks build domain authority, search engines actively penalize sites that use manipulative practices to gain links. Black-hat SEO tactics result in lower rankings or, in extreme cases, cause your site to be removed from search engine indexes altogether. 

Solution:

1. Earn quality backlinks. Build backlinks naturally by creating valuable, shareable content that other websites want to link to. High-quality backlinks from reputable sites carry more weight and improve your SEO.
2. Avoid link schemes. Don’t purchase links or engage in mass posting on low-quality directories or forums. Google’s algorithms, like Penguin, are designed to detect and penalize such practices.

19. Incorrect Methodology for Selecting Donor Sites

When choosing donor sites for backlinks, many rely solely on metrics like Domain Rating (DR) or Domain Authority (DA), which can be misleading. These third-party metrics don’t always give the full picture of a site’s quality or relevance. 

If you focus only on DR or DA, you might miss important factors like whether the site has a strong backlink profile or if it’s ranking for relevant keywords. 

Solution:

1. Analyze the backlink profile. Check for a healthy balance of incoming and outgoing links and the quality of the sites it links to. A site with a spammy or unnatural backlink profile can harm your rankings.
2. Monitor traffic and keyword rankings: Look at the donor site’s organic traffic trends and see how many of its keywords rank in the top 10 search results. Sites with consistent traffic growth and strong rankings indicate long-term value and credibility.
3. Prioritize sites with natural growth. Choose websites that show steady growth in organic traffic and have a natural link profile. These sites are more likely to improve your SEO without risking search engine penalties​.

20. Fixation on the DR (Domain Rating) Metric

Many SEO professionals prioritize Domain Rating (DR), a metric that estimates the strength of a site’s backlink profile. While DR can be helpful, it’s easily manipulated and doesn’t always reflect a site’s true authority or value. 

For example, a website with a DR of 70 but only a few thousand monthly visitors likely has inflated or artificial metrics. This mismatch indicates that DR alone isn’t enough to determine the quality of a site for backlinks​.

Solution:

1. Evaluate traffic and content quality. Consider whether the site’s traffic is proportional to its DR. A site with high DR and low traffic likely doesn’t provide real value. Prioritize sites that have healthy, consistent traffic growth and produce high-quality content.
2. Analyze engagement metrics. Analyze time spent on the site, pages per session, and low bounce rates. These are better indicators of the site’s true authority and relevance in the eyes of both users and search engines.

21. Unbalanced Anchor List

Overusing exact-match anchor text (where the link text matches the exact keyword you want to rank for) can raise red flags with search engines, as it appears unnatural and manipulative. If your backlink profile has too many exact-match anchors, it signals to search engines that you may be trying to fool the system. You might cause SEO penalties, which result in lower rankings. 

Solution:

1. Use a variety of anchor text: Mix branded anchors (like your company name), generic anchors (such as “click here” or “read more”), and keyword-rich anchors. You’ll create a natural link profile without triggering penalties.
2. Aim for an organic-looking profile: Create links that look natural, as if they were added for the user’s benefit rather than to manipulate rankings. 

Local SEO Mistakes

Local SEO is becoming increasingly important, as 4 out of the 5 people seek local information. Considering that 76% of people who conduct “near me” searches visit a business within a day, companies need local SEO services to optimize their websites for local search to stay competitive. 

If you don’t optimize for local keywords, your business won’t appear in search results for people in your geographic area. Businesses that target multiple countries or regions should also consider international SEO services and use location-specific keywords to reach global audiences. Neglecting either local or international keywords can lead to missed opportunities for traffic and customers, both nearby and abroad.

22. Ignoring Google My Business

Small businesses, especially those looking for an affordable SEO solution, should optimize their Google Business Profile (former Google My Business (GMB)) to improve visibility without the high costs of broader SEO campaigns. 

Neglecting your Google Business Profile can limit your visibility in local search results. If your profile is incomplete or inaccurate, it won’t attract nearby customers and will lower your search rankings. Additionally, wrong hours or outdated services can frustrate prospects and damage your business’s online reputation​.

Solution:

1. Keep information accurate and up to date: Ensure that your business hours, location, contact information, and services are always accurate. 
2. Engage with customer reviews: Respond to reviews, both positive and negative, to show that you care about your customers. Engaging with reviews improves your online reputation and can positively impact local search rankings.

23. Lack of Optimization for Local Keywords

If you don’t optimize for local keywords, your business won’t appear in search results for people in your geographic area. Also, search engines may not recognize it as relevant for local searches. You will miss out on local traffic and potential customers who are actively looking for services or products nearby​.

Solution:

1. Create location-specific pages. Develop separate pages for each area you serve and optimize them with local keywords. For example, if you run a bakery in Los Angeles, use phrases like “best bakery in Los Angeles” or “Los Angeles cake delivery” in your content.
2. Optimize meta tags: Ensure that meta titles, descriptions, and headers on each location-specific page include relevant local keywords. This helps search engines understand each page and boosts your chances of ranking higher in local search results​.

Avoid Costly SEO Mistakes with Expert Help from NinjaPromo

SEO can be complex, and making mistakes can be costly—resulting in lost traffic, lower rankings, and reduced conversions. 

By consulting SEO professionals at NinjaPromo, you can avoid these costly errors and align your SEO strategy with best practices. Our SEO experts can streamline your efforts, identify problem areas, and create customized solutions that improve your website’s performance and return on investment (ROI).

Working with an SEO specialist saves time and resources; it allows you to focus on other important aspects of your business while your website consistently ranks well in search engines. 

NinjaPromo can provide the finest out of the SEO industry: comprehensive audits, keyword strategies, content optimization, and link-building services to boost your site’s visibility and achieve long-term growth.

While SEO focuses on long-term, organic growth, some businesses may consider using PPC for faster, paid visibility. Understanding SEO vs. PPC can help you decide which strategy suits your business goals or if combining both could maximize your results. 

NinjaPromo’s team can guide you through both, ensuring you maximize your results.

Conclusion

In this article, we’ve explained 23 common SEO mistakes to avoid that can seriously impact your website’s performance. You can improve your site’s visibility in search engine results by regularly auditing your SEO practices and addressing issues like slow page speed, poor mobile optimization, duplicate content, and improper backlink strategies.

Avoid these SEO issues to catch good spots in SERPs, attract more traffic, and support long-term growth. Stay proactive and adjust your strategy as needed to ensure that your website remains competitive and continues to deliver strong results over time.