Top 100 SEO Mistakes to Avoid in 2023 - SEO audit

Common SEO mistakes to absolutely avoid in 2023

This article opens a series of posts about the main SEO mistakes made by green (and even the most professional) specialists in the field of search engine promotion. We have to cover all the SEO mistakes through examples in order not to repeat them on your own dear and beloved projects.

SEO Mistake #1 Optimizing your website for keywords that irrelevant

It happens more times than you think.

Any site optimization begins with collecting a semantic core. We communicate with the client, prepare a fascinating list of search queries that will help a potential buyer find our customer’s website on the Internet. Of course, every professional SEO specialist adopts this list of key queries directly with the client (after all, only he is as involved as possible in the subject of his website, services, goods).

Then we have a long (or not really) process of website promotion on search engines. Copywriters produce the written content furiously. Technical audit specialists provide a comprehensive assessment of website quality and processes to maintain or improve quality levels. Link builders try to get other websites to link to pages on our own site. You’re putting a lot of time and effort into preparation and publication of content.

Well, sounds like you are a hit. Your site is where it belongs, beating all the competitors. You should be pleased, being at the top. The client is excited for increasing orders placed. But why don’t your organic traffic grow? Or do visitors immediately leave our site without performing any valuable actions?

And why does it turn out this way?

Keywords are words or phrases that users type into search engines to find relevant content for their queries. Optimizing your website for keywords that irrelevant means: the site is trying to get traffic from search queries that are not related to its content or services.

Sufficient to say that you have several options for choosing the «wrong» keywords:

  1. The most trivial option is to choose queries that are completely unsuitable for the subject of your site. For example, if a website that sells mobile phones is optimized for sportswear keywords, it doesn’t make any sense. Users will click a link, see that they are in the wrong place, and immediately turn around.
  2. The alternative is more complicated. Here you choose queries that don’t fit the subject of your site, but you don’t know about it. Perhaps, you sell trouser belts and add «transmission belt» to a list of keywords. Although if you had tried to study this request carefully, you would have realized that this belt is used not by people, but by cars.

Of course, such optimization contributes nothing of worth (and money). Moreover, it can negatively affect the reputation of the site. Когда пользователи ищут что-то в интернете, When users search for information on the Internet, they expect to find relevant content on pages that appear in search results. If our website is optimized for irrelevant keywords, users may get upset and not return to the site in the future. And search engines (in response) can «punish» a website that will lead to a rating downgrade.

How to solve

Pay maximum attention to the keyword research and focus on optimizing for relevant search queries.

Find out from your customers what queries they enter on Google to find your products or services. Use keyword research tools, for example, the Keyword Planner by Google.

SEO Mistake #2 Search engine over-optimization

The traditional mistake that newcomers usually make. The logic is:

Search engines like keywords — I want search engines to like me — Need to add MORE keywords!

This kind of technique is called over-optimization, and it is relatively easy to spot because of excessive consumption of keywords on the website page, or some bold type indication (bold or italic, or even all of them together).

Ironically, but 15 years ago this strategy was highly successful (however, those days have gone, and it’s likely that they’re not coming back). It is not worthwhile to remember a past when we prepared texts such as:

“You can buy yellow rubber ducks on our website, because we have the best price for yellow rubber ducks! Buy yellow rubber ducks online!”.

Well, that was fun, but now such an approach would make your substance unnatural and futile for its target group. Search engine algorithms detect the quality of content, so avoid filler. Search engine over-optimization with high probability will decrease the website position of Google search results (or even a complete exclusion).

How to solve

Remain natural. Do not whip out a calculator to count the number of occurrences. Just take a look at the texts of a copywriter, and estimate its readability and ease of perception by the target user. You may actively use synonyms, remove all the repetitions. Finally, take a thorough look at LSI copywriting (Latent Semantic Index), that would help you to build your web page relevance for search queries.

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