SEO mistakes that have no place in 2022

Every client I work on is a new opportunity and a new approach. A new strategy with proven tactics to help improve the organic search rankings, increase traffic to the site, and improve overall conversion rate or revenue. Sometimes there has been previous work done on the site, giving a bit of a framework to work with, and sometimes not much more has been done but the initial set-up when the site was launched.

Occasionally I still run into SEO mistakes that really have no place in 2022. Let me take you through the top 3, why it’s such an issue, and what to do about it.

Keyword stuffing

Repeating your keywords, adding them so the text reads unnaturally, listing things without added value. It all falls under keyword stuffing. In the very beginning of search engines, this may have helped, but the algorithms have developed so much that it won’t help you rank anymore, and at worst: you could get penalised. Google lists it in their guidelines to avoid adding keywords in groups, or where they contextually don’t make sense.

Solution: Do proper keyword research for what is actually relevant to your content; centre your content around specific keywords/topics, and most of all: write for humans. If you wouldn’t want to read it yourself, why would anyone else bother?

Cannibalisation

Whether a consequence of keyword stuffing or poor keyword mapping, cannibalisation is another mistake we don’t want to see anymore. Cannibalisation happens when multiple pages within your site are optimised for the same keyword. Instead of offering one strong page to try and rank, you’re confusing search engines with multiple pages, diluting the signal and making them compete against each other.

Solution: go through a thorough keyword mapping exercise to see where you might be doubling up. Ensure your content is targeted to different keywords, and use internal linking to help connect the content and signpost relationships of topics. Internal linking is key to helping related keywords support each other. Whenever you add new content, make sure you check where it can link to, as well as if you don’t already target this exact piece: could you update and republish the original content instead? Is the piece bringing enough new information to be interesting?

Little content or irrelevant content

You may groan, but unfortunately, I have to repeat it: content is king (queen?).

How do you share the benefits of your product or service? Content.
How do you answer common questions users might have? Content.
What can you offer to help the user consider your brand? Content.

Content is blogs, but it’s also the copywriting on your service pages, the product description, and the about page. The only way for the user to get to know you is through content. Yet so many companies still have pages that barely describe what they do, let alone what that means for your clients. Having more well-written content helps you target more keywords (in a non-stuffed, non-cannibalising way please!), but more importantly: it helps your user make the decision to choose you over someone else.

Solution: Look at your website. Are you answering the questions above? Can someone make an informed decision to choosing your products or service? If you’re not sure, address these issues. Whether it’s setting up an FAQ page, enhancing your product pages or exploring topics further in a blog section: if it serves your user, it will serve your website.

Are you guilty of any of the above? Find out if you could use agency, freelance or in-house SEO support, or get in touch for a free consultation!