There are well-known mistakes in website optimization, many of which have already been penalized by Google algorithm updates—link spam, keyword overuse, Black Hat SEO techniques, etc. But you're probably not reading this article for those reasons. Do you want to discover the less obvious mistakes you might be making while optimizing your website?
1. You Don’t Use Keywords in Families and Groups
Keywords don’t just exist as separate entities. The evolution of artificial intelligence and the emergence of RankBrain have revolutionized SEO strategies. Several tools now allow you to group keywords based on semantic relevance. It would be a shame not to use them to your advantage, especially since search engines are smart enough to determine the connection between words, concepts, and related pages. Here are some tools you could use:
- Keyword Grouper PRO
- LSI Keywords Generator
- Google Suggest.
2. You Don't Take Advantage of All Opportunities to Use Keywords
It's not enough to have optimized text on your website—any experienced SEO expert will confirm that. Google considers many factors in its algorithms, and a significant part of ranking well involves the proper use of keywords. Here’s where you should place keywords on your site:
- Meta tags (titles and descriptions)
- URLs
- Menu structure
- Open Graph, Twitter Cards
- Image names
- Image descriptions and ALT texts
- Text titles and headings
- Content on the site.
3. You Don’t Create Pages and Content Optimized for User Intent
Google provides search results based on user intent. When users land on a page that doesn’t meet their expectations, they quickly leave and turn to competitors, directly impacting your rankings.
By optimizing pages for each type of user intent, you’ll increase conversions and improve user experience. Here’s how to optimize for different types of searches:
- Informational searches: Users want to learn. Create pages with product descriptions, guides, service details, etc., to educate visitors.
- Navigational searches: Users compare options. Make sure your content highlights your offerings’ unique selling points.
- Transactional searches: Users are ready to buy. Optimize pages for easy purchase decisions, including price details, delivery information, and payment options.
4. You’re Ignoring Mobile Optimization
In 2018, 52.2% of global online traffic came from mobile devices. Google now prioritizes mobile-friendly websites. To maintain and improve your search rankings, mobile optimization is essential. Here are the steps to optimize your site for mobile:
- Use tools like Google’s PageSpeed Insights to test your site’s mobile responsiveness and loading speed.
- Prioritize fixing mobile-specific issues (such as loading speed, font compatibility, and design errors).
- Consider using AMP (Accelerated mobile pages), which load almost 30 times faster than regular pages.
- Collaborate with an experienced programmer and SEO expert for optimal results.
5. You Don’t Create Opportunities for Visitor Interaction
Websites that allow visitor-generated content, such as review sites (e.g., TripAdvisor or Skytrax), tend to perform better. Including interactive elements such as a currency converter, event calendar, or location map can significantly boost user engagement. These features make your site more valuable to visitors, increasing both traffic and time spent on your site.
6. You Don’t Keep Up With Digital Trends
SEO is not just about technicalities; it’s also about staying current with the latest trends. A successful SEO strategy includes technical optimization, SEO copywriting, design consulting, and enhancing user experience.
Here’s what you should focus on:
- Are your articles informative and from reliable sources? An SEO expert will ensure that content is properly credited and adds value to your audience.
- Do you have quality content scattered across your site? An expert will help you organize this content with internal links for better navigation.
- Are your rankings declining? A thorough SEO audit will pinpoint issues, and an expert can guide you back to success.
The digital world is constantly evolving. Make sure your site adapts to new trends, and you’ll stay at the top—right where your visitors expect to find you.