5 Biggest SEO Flops

In 2022 it’s unfortunate that we still see websites optimised for search engines as opposed to people. Today we’re looking at five of the biggest SEO flops and investigating how you can avoid these.

Misusing Keywords

Despite the ever changing Google algorithm, keywords remain important; it’s how you use them that counts. Remember, any content you’re writing should be carried out with a ‘reader first’ focus. Get this right and that’s half the battle.

So how exactly are keywords misused?

Quite simply by ‘keyword stuffing’. This terminology really is as straightforward as it sounds and involves using important search terms over and over on a web page. This is a manipulative tactic designed to achieve higher rankings in Google’s search results pages and could potentially result in a penalty.

Does it Work Though?

Yes, it could work but only for a short period of time. Once Google catches on to what’s happening, rankings will be damaged. Keyword stuffing results in the creation of a negative customer journey. Not only will websites experience ranking drops, they could also lose sales.

Duplicate Content

Whilst the term ‘duplicate content’ sounds scary, it’s really not as bad as many believe. Referring to substantial blocks of content across domains, duplicate content is only considered detrimental if Google concludes deceptive intent.

I have duplicate content, will I lose rankings?

Ideally, duplicate content should be kept to a minimum. If, for example, you have written a product description and go on to launch a sale via another URL, content will remain the same. The biggest problem you’ll face in this instance is Google trying to determine which URL to present based on the searched term. You’ve created a sale, meaning you’d likely prefer visitors to be presented with the offer. If Google gets this wrong, bounce rate is likely to increase whilst your site now offers a ‘bad’ user experience. Keep content as unique as possible by rewriting descriptions where possible.

Referencing your own Content

When referencing content it’s important to make this uniform across every platform. Get this right and you’ll notice positive increases in keyword rankings. Known as ‘citations’, such references are one of the most important factors when carrying out local SEO.

A citation is an online reference to a business, featuring relevant details such as the business name, address and contact number. You’ll often find citations by way of a directory listing.

I have some citations but they don’t all match. What should I do?

Firstly, don’t panic; you’re not going to be penalised by search engines. Make a list of all the directories you appear in. If unsure, you can find these by typing the following into Google:

site:http://www.your-website-name-here.co.uk

Search results will present all the websites your business name appears (please ensure to search using your actual website URL)!

From here, determine specifically the information you’re going to provide and make a note of this. Using your list, simply check each citation, editing where required. In doing this you’re going to build additional trust within search engines which in turn, helps increase keyword rankings. 

Writing for Search Engines & Not People

Whilst this seems obvious, there are so many websites in 2022 continuing to make the mistake of writing content for search engines. If you write with the end user in mind, you’re naturally going to reap the rewards. Potential customers spend more time on a website that’s filled with information they’re looking for as opposed to pages littered with the same keyword repeated over and over. Get this right and you’ll notice an increase in keyword rankings as search engines find you trustworthy.

Ignoring Mobile SEO

As of August this year, a massive 62.06% of all website traffic comes from individuals using mobile devices. With such a percentage, now is NOT the time to ignore mobile SEO.

But what exactly is mobile SEO?

Similarly to the creation of content for ‘people’ as opposed to ‘search engines’, the characteristics of mobile SEO surround a ‘customer first’ attitude:

• Does your site load easily on a mobile device?
• Is the load time fast?
• Are you avoiding mobile pop-ups?
• Is your site straiughtfirward to navigate with size appropriate font?
• Do images and content fit to screen size without the need for scrolling horizontally?
• Are contact forms easy to fill out on a small screen?
• Are your ‘call to action’ buttons functional and easy to spot?

Tick everything off on this list and you’re providing customers with a fantastic user experience whilst increasing conversions.