7 common SEO mistakes that are costing you traffic
We all know SEO (or Search Engine Optimization) is essential for improving website rankings and driving organic traffic. But what happens when your efforts aren’t paying off? Chances are, you're making some common SEO mistakes that are silently draining your traffic. Discover the biggest and less obvious SEO errors to avoid and how to correct them.
1. Forgetting about search intent
It’s easy to get caught up in the technical side of SEO. You’re thinking about keyword research, backlinks, and on-page optimization, but there’s one aspect that often gets overlooked in the process, and that’s search intent.
Search intent is the reason behind why someone is searching for something online. When you target a keyword, you need to think about why someone is searching for it. Are they looking to make a purchase, gather information, or find a specific location? Ignoring this can lead to content that ranks well but doesn’t actually satisfy what the searcher wants – leaving you with traffic that doesn’t convert.
For instance, you need to go beyond ranking for the keyword “best running shoes” and understanding whether the person searching is looking to buy right now, do some research, or just browse for inspiration. If your content doesn’t match what they’re truly after, your page will get passed over for something that does. And worse – Google sees that behaviour and it signals that your page isn’t providing the value that users want. Over time, this will affect your rankings.
How to fix it:
To get your SEO back on track, start by taking a step back and asking yourself these key questions:
What is the user trying to accomplish with this search? Are they looking to buy, learn, or simply browse? Match your content to their goal.
How can I provide the most relevant information? For informational searches, long-form guides, FAQs, and blog posts work well. For transactional searches, product pages, reviews, and calls to action are a better fit.
What’s the user’s mindset when they search? Are they in the early stages of research, or are they ready to convert? Tailor your content to either educate them or guide them towards making a purchase decision.
2. Neglecting image SEO (and other media)
We live in a visual world. Users are looking for engaging, media-rich content, and are drawn to stunning images, infographics and videos. But if you’re not optimizing these visual elements for SEO, you’re missing out on a massive opportunity to increase your rankings and drive more traffic.
Google’s algorithms can’t “see” images the way we can. They need signals from you to understand what each image represents. This is where image SEO comes in. Optimizing your images can not only help them rank in Google Image Search but also improve your page’s overall load speed and user experience. If you’re not doing this, you're probably making one of the biggest SEO mistakes that can quietly tank your traffic.
For instance, let’s imagine you have the most beautiful, high-quality images on your site, but they aren’t optimized. They're large, slow to load, and have generic file names like "IMG12345.jpg." First, this hurts your page load times (and user experience) and, second, makes it difficult for Google to understand what your images actually represent. As a result, your site might rank poorly for relevant queries or, worse, get entirely ignored in search engine results.
How to fix it
So, how can you start optimizing your visual content? It’s easier than you might think.
Use descriptive, keyword-rich alt text. When you use relevant keywords in your image alt text, you're giving Google important clues about what the image represents. This can help your images rank in both regular search results and Google Image Search. Instead of using vague text like “image1,” describe what’s in the picture, like “black leather jacket men fashion.”
Compress your images for faster load times. Nobody likes waiting for a page to load, especially on mobile. Large images can slow down your site, which leads to a poor user experience and can hurt your SEO. To avoid this, compress your images without sacrificing quality. Tools like TinyPNG or ImageOptim can help reduce file sizes, making them easier to load without compromising on resolution.
Optimize your image file names. This is another simple but often overlooked SEO trick. Instead of leaving your images with generic file names like "IMG_123.jpg," rename them with descriptive, keyword-rich titles that reflect the content of the image. For example, instead of "dog.jpg," use "golden-retriever-puppy-running.jpg."
Leverage structured data (schema markup) for media. If you’re using media like videos, infographics, or product images, structured data (or schema markup) is a must. It helps Google understand the context of your media and can enhance the way your pages are displayed in search results. For example, using VideoObject schema for videos or ImageObject schema for images can help Google identify these media types and give them more prominence.
3. Underestimating the power of content clusters and topic authority
If you’re still relying on a few isolated blog posts to handle all of your SEO needs, it’s time to rethink your approach. Many websites make the critical SEO mistake of underestimating the power of content clusters and topic authority. It’s true that one well-optimized page might rank for a particular keyword, but you can take a step further building a robust web of content that Google will recognize as a valuable, in-depth resource.
Content clusters and topic authority are two sides of the same coin, and they’re more powerful together than they are separately. A topic cluster strategy organizes your content into groups around specific themes or subjects, with one pillar page (usually the most comprehensive piece) linking out to various related posts. This signals to search engines that your site is an authority on a particular topic, and it helps boost your rankings for a range of related keywords. When this doesn’t’ happen, Google has to crawl each page in isolation without seeing a broader theme or connection between them – which weakens the overall authority of your domain.
For example, a real estate agent might have separate pages for “buying houses in New York,” “mortgage advice,” and “best neighbourhoods in LA.” While these pages might rank for their respective keywords, they aren’t linked to one another or organized around a common theme. Google sees them as isolated topics without clear authority on real estate as a whole.
How to fix it
Here’ how you can start building your content clusters.
Identify core topics. Think about the broad subjects your business or website covers. For real estate, core topics might include “home buying,” “property investment,” or “selling a home.”
Create pillar pages. For each core topic, create a pillar page that provides a comprehensive overview of the subject. Make sure the page is well-researched, thorough, and provides value to your audience.
Build cluster pages. Next, create content that dives deeper into subtopics related to your pillar page. For example, you might write cluster pages on “how to secure a mortgage,” “steps for selling your home quickly,” or “tips for first-time home buyers.”
Link everything together. Don’t forget to link your cluster pages back to the pillar page, and vice versa. This internal linking helps to establish the topic authority of the entire cluster.
Update and expand. Over time, update your pillar content and add more cluster pages as your business grows. This keeps your content fresh and continues to signal to Google that you are the authority on your topic.
4. Overlooking the impact of structured data (schema markup)
Structured data (or schema markup) is often one of the most overlooked elements of SEO, but it plays a pivotal role in your search visibility.
In simple terms, schema markup is a code added to your website that helps search engines better understand your content. This isn’t something visible to your visitors, but it is incredibly valuable for search engines like Google. When used correctly, schema markup can provide richer search results, enhance your SEO, and make your pages more appealing to users. The problem? Many businesses neglect it entirely, or use it incorrectly, which can significantly harm their chances of ranking well.
For example, if you run a blog or e-commerce site, schema markup can help Google understand what your content is about, such as whether you're listing a product, providing a recipe, or detailing a local service. In return, Google can display your pages as rich snippets, which provide extra information directly in the search results – leading to higher click-through rates and, ultimately, more traffic. For an online store, schema markup could display details about a product, like its price, reviews, or availability directly in search results.
How to fix it
To fix the issue of overlooking schema markup and improve your SEO, here’s how to implement it.
Identify key pages for schema markup: Start by identifying the pages that would benefit most from schema markup. If you’re in retail, this could be product pages; if you’re a service-based business, it might be your service pages or blog posts. Think about where you can provide search engines with more context – such as your business address, reviews, prices, or ratings.
Choose the right schema type: There are different types of schema markup depending on the content you’re offering. For e-commerce, you would use Product Schema to provide product details like price and availability. For a blog, you might use Article Schema to indicate the type of content. If you’re a local business, LocalBusiness Schema would be the best option.
Add schema markup to your site: Implementing schema markup requires adding specific code to your pages. While this can be done manually, it can also be simplified using tools like Google's Structured Data Markup Helper or plugins for CMS platforms like WordPress. These tools help you generate the necessary code, which you can then insert into your site’s HTML.
5. Ignoring the power of User-Generated Content (UGC)
User-Generated Content (UGC) has a direct impact on your website’s visibility and SEO health. UGC is any content created by users or customers rather than the business itself. This could be in the form of:
Product reviews: Customers sharing their experiences with your product or service.
Ratings: Numeric or star ratings given by users based on their experiences.
Social media mentions: When users post about your brand on social media.
Comments: On your blog or website, where customers discuss your products or services.
User-Generated videos: Videos posted by customers showing how they use your products or talking about your services.
But why should you care about UGC? Because it helps build trust and authenticity. Today’s consumers are looking for validation from their peers, not just businesses. They want real, unfiltered opinions about your products and services. Google knows this, and the search engine values authentic content over branded content because it’s considered more trustworthy and relatable.
How to fix it
So, how can you start using UGC to your advantage? Here are some simple steps you can follow.
Encourage reviews and ratings: Make it easy for customers to leave reviews on your website. Offer incentives like discounts or loyalty points for leaving a review. Be sure to reply to reviews (both positive and negative) to show that you care about customer feedback.
·Utilize social media: Leverage your social media platforms by encouraging users to share photos, videos, or testimonials. You can incentivize this by holding contests or reposting user content on your company’s social channels.
Feature UGC on your website: Display user reviews, photos, and testimonials prominently on your product pages, landing pages, and even in blog posts. For example, you could dedicate a section of your product pages to customer photos, or even create a "Customer Stories" page where users can submit detailed reviews or use cases. This enhances the trust factor and provides more content for search engines to index.
6. Not having a clear internal linking strategy
Internal linking is often overlooked when it comes to SEO. Without it, you're missing out on an opportunity to improve site navigation, pass on link equity, and help search engines better understand your content hierarchy.
Internal links are simply hyperlinks that connect one page of your website to another. These links can help users navigate through your site more easily, but they also provide Google with important signals about the structure and relevance of your content. A strong internal linking strategy helps Google discover and index more pages on your website, pass authority from high-ranking pages to lower-ranking ones, and guide visitors to relevant content they may not have otherwise found.
Additionally, internal linking improves the user experience by providing visitors with more resources to explore. The more relevant and easy-to-navigate content you have, the more likely users are to stay on your site longer, reducing bounce rates and increasing engagement. This, in turn, tells Google that your site is valuable and user-friendly, which improves your search rankings.
How to fix it
Here’s how you can develop a structured and thoughtful linking strategy.
Plan your content hierarchy: Before you start adding internal links, it’s important to have a clear understanding of your website’s content hierarchy. Identify the most important pages on your site (e.g., high-conversion pages, cornerstone content, or product category pages), and ensure that these pages are linked to from other relevant content.
Link to high-value pages: Identify pages that you want to rank highly in search results and make sure they’re getting plenty of internal links pointing to them. For example, if you have a page about “best kitchen blenders,” link to it from other pages like product reviews, recipes, and related blog posts. This sends strong signals to search engines that the page is important and should be ranked higher.
Use descriptive anchor text: When creating internal links, use descriptive anchor text that accurately reflects the content of the linked page. Avoid using generic terms like "click here." Instead, use relevant keywords or phrases that describe the linked page’s content, like “best smoothie blenders for your kitchen” or “top juicer reviews.” This helps search engines understand the context of the link and can improve the page's ranking for those keywords.
Link to older posts: If you’re publishing new content regularly, don’t forget about your older posts. Link to them from newer posts whenever relevant. This helps keep older content alive and increases the chances of older pages ranking higher, which could drive more traffic to your site. For instance, if you’ve just published a new blog post about “healthy smoothie recipes,” link to older blog posts about different types of blenders, juicers, or kitchen gadgets.
Audit your internal links regularly: Over time, internal links can become outdated or broken. Regularly audit your website to make sure your internal linking strategy is up to date and that there are no broken links. This can be done using SEO tools or plugins that automatically detect broken links and alert you to fix them.
7. Failing to update and refresh content regularly
Content that’s not regularly updated can quickly become outdated, irrelevant, or simply less competitive in search rankings. Over time, it can lose its value if it's not aligned with current trends, changes in user intent, or the latest industry updates.
Search engines love fresh and relevant content, because it signals that the website is active, engaging, and providing relevant information. If your website’s content remains static, search engines might perceive it as less valuable compared to fresher pages that provide up-to-date information. This can affect your rankings and visibility in search results.
Moreover, regular updates allow you to capitalize on new keywords, trends, and topics that are evolving in your industry. By doing so, you ensure that you’re answering the questions that users are searching for today, not just yesterday.
For example, let’s say you run a healthcare facility, and you have a blog post titled “How to Choose the Right Health Insurance Plan.” If you haven’t updated that post in over a year, it’s highly likely that new insurance options, updated regulations, or changes in coverage are now available, and consumers are looking for the latest information. In this case, if you fail to update your content, you’ll miss out on traffic from search queries looking for the latest health insurance plans or updated advice on choosing the best coverage.
How to fix it
Here’s how to ensure that your content remains fresh and valuable.
Audit your existing content: Start by reviewing your existing content to identify pages and posts that need updating. This could include blog posts, landing pages, product descriptions, or resource pages. Look for content that is outdated, irrelevant, or underperforming in search results. For example, if a page ranking for “best blenders for smoothies” still features older models, it’s time to refresh it with newer options.
Add new information and update facts: For each piece of content, ensure that it includes the most current, accurate information. For instance, if your blog post is discussing the best health insurance options, update it with new options and benefits that have become available this year. If your content includes medical advice, ensure those recommendations are in line with the latest guidelines and treatments. This will help your pages remain relevant to users and search engines.
Re-optimize for new keywords: SEO is dynamic, and keywords change over time. When you update your content, it’s important to re-optimize for new or trending keywords. Use keyword research tools to identify any shifts in search behaviour related to your content. For example, new trends in healthcare may introduce a new set of keywords you can target, such as “telemedicine services”. Be sure to update the content with these keywords in mind to ensure it remains competitive in search rankings.
Repurpose old content into new formats: Sometimes, simply updating the existing text isn’t enough to keep the content fresh. Consider repurposing older content into new formats, such as videos, infographics, case studies, or podcasts. This allows you to engage with different audiences and boost the shareability of your content. For example, adding a video explaining how to evaluate health insurance plans could improve engagement and user experience. This enhances engagement and signals to search engines that your content is high-quality.
Add new sections and depth: Content updates are also a chance to add more value. Consider expanding on sections that are underdeveloped or adding new subtopics that could interest your audience. If your post on “how to manage chronic pain” is short and lacks depth, consider adding a section on “emerging treatments” or “tips for managing stress alongside pain management.”
Articulate, making your website the go-to resource for your audience
Ignoring the finer details of SEO can cost you big time, and staying on top of these common SEO mistakes is crucial for maintaining your site’s competitive edge. More than avoiding errors, it’s important to actively optimize, update and adapt your strategy to keep up with changing trends, user needs, and search engine algorithms. When you put the effort into fine-tuning every aspect of your SEO, you’re setting your business up for long-term growth and visibility.
However, this can feel like a never-ending game of catch-up, especially when there are so many aspects to manage. The good news is you don’t have to navigate all of this alone.
At Articulate, we specialize in making SEO work for your business without the stress. We’ll handle the heavy lifting, ensuring your website is optimized, refreshed, and aligned with the latest trends, so you can focus on what you do best. Let us help you eliminate the overwhelm and turn SEO into one of your strongest business assets. Get in touch today to get started.