Are your SEO strategies secretly sabotaging your Google rankings? In this blog post, we’ll explore 21 common SEO habits that can cost you traffic, time, and money. Each habit is paired with actionable solutions to help you optimize your approach and improve your rankings.

Table of Contents

• Poor Keyword Targeting
• Not Studying the SERPs
• Ignoring Information Gain
• Focusing on Quantity Over Quality
• Creating New Content Instead of Updating Existing
• Not Building Topical Authority
• Neglecting On-Page SEO
• Ignoring Schema Markup
• Poor Internal Linking
• Thinking Design Doesn’t Affect SEO
• Building Backlinks to the Wrong Pages
• Aggressive Anchor Text
• Low-Quality Backlinks
• Not Using User Tracking Software
• Spending Time on Low-Impact SEO Activities
• Reacting to Google Updates
• Listening to Google for SEO Advice
• Not Being Patient Enough
• Only Focusing on Google
• Not Building Systems
• Trying to Do Everything Yourself
• FAQ

Poor Keyword Targeting

Poor keyword targeting is a fundamental misstep that can derail your SEO efforts. Picking the right topics is one of the most crucial skills you can develop. If you choose a topic that’s too competitive, you’re wasting time, money, and resources. Always run any topic or idea through a keyword research tool like Rankability to assess its difficulty level. This tool helps you understand how many backlinks you’ll need to rank for that keyword.

When evaluating keywords, consider the competition. If the competitors are major players like Zapier or Backlinko, it may not be wise to pursue that keyword. Instead, look for variations with slightly less competition. For example, targeting “SEO tools for agencies” can yield better results with less effort. By focusing on keywords within your competitive range and mapping them to the sales cycle, you can maximize your chances of conversion.

Not Studying the SERPs

Understanding search engine results pages (SERPs) is critical for effective keyword selection. By analyzing SERPs, you can estimate the organic click-through rate (CTR) for your targeted keywords. For instance, if a keyword has no organic results above the fold, it suggests a low likelihood of traffic. You might find sponsored ads or product listings dominating the page, which diminishes the organic CTR.

When you’re assessing a keyword, also consider the SERP features. If AI overviews or video packs are present, it could significantly impact your visibility. The goal is to maximize your chances of ranking across various platforms, not just your website. Sometimes, YouTube or local service ads may offer better opportunities for visibility.

Ignoring Information Gain

Creating highly relevant content is essential, but you must also focus on Information Gain. This concept means your content should provide something new and unique. When targeting keywords, analyze what your competitors are doing and identify how you can differentiate your content. This could be through original data, case studies, or unique insights that no one else has offered.

For example, if you’re ranking for “best CMS for SEO,” consider creating a comprehensive guide based on your own research or experiences. This approach not only enhances your content but also elevates your authority in the niche.

Focusing on Quantity Over Quality

One common trap in SEO is focusing on quantity over quality. While producing a large volume of content may lead to a temporary spike in traffic, it rarely sustains long-term results. Analyzing your site’s performance can reveal that many pages lack backlinks, signaling to Google that your site isn’t popular.

Instead of churning out numerous pages, prioritize creating fewer, high-quality pages that are well-supported by backlinks. This strategy ensures that each page carries weight and authority, leading to better rankings and sustained traffic.

Creating New Content Instead of Updating Existing

If you already have existing organic traffic, your focus should be on enhancing current pages rather than constantly creating new ones. Upgrading existing content can yield better results. For example, a blog post that initially performed poorly can be transformed by investing time and effort into making it more relevant and comprehensive.

Evaluate your existing URLs and look for opportunities to improve them. Aim for high-level relevance and Information Gain in your updates. This approach not only optimizes your existing traffic but also maximizes your return on investment.

Not Building Topical Authority

Building topical authority is essential for organic success. One effective method to assess your topic coverage is by performing a site: search. This allows you to see all indexed pages related to your target topic. By ensuring you have good topic coverage, you can create a strong core piece of content supported by numerous related assets.

For example, if you’re focusing on “content optimization tools,” develop a pillar page that serves as the centerpiece of your content cluster. Then, create supporting articles that dive deeper into specific aspects of that topic. This strategy enhances your authority and relevance, making it easier to rank in search results.

Neglecting On-Page SEO

Essential on-page SEO practices are crucial for ranking success. At a minimum, ensure your target keyword appears in the title, meta description, URL, and H1 tags. Additionally, using tools like Rankability for NLP optimization can help you enhance your content’s relevance by including related keywords and entities.

When crafting content, remember to address all relevant aspects of your topic. If you’re writing about SEO, don’t shy away from discussing link building, digital marketing, and other key factors that contribute to the subject. This comprehensive approach will help you rank better in search results.

Ignoring Schema Markup

Schema markup is often overlooked but can significantly enhance your SEO efforts. Implementing schema helps search engines understand your content better, leading to improved relevance. Additionally, using schema can enhance your visibility in SERPs by enabling rich snippets, such as star ratings.

With tools like ChatGPT, creating schema markup has become easier than ever. Simply provide the necessary information, and the tool can generate the appropriate schema for you. Validating your schema with the Schema Markup Validator ensures it’s properly implemented, further boosting your SEO efforts.

Poor Internal Linking

Internal linking is a critical aspect of SEO that many overlook. To improve your internal linking strategy, focus on two key areas: crawl depth and unique internal links. Ideally, pages should be accessible within three clicks, and each page should have at least five unique internal links pointing to it.

Diversifying your internal link anchor text is also essential. This not only helps with relevance but also enhances user experience. Avoid excessive linking to irrelevant pages, as this can confuse users and hinder conversions. Instead, create a logical internal linking structure that guides users through your content seamlessly.

Thinking Design Doesn’t Affect SEO

Website design plays a significant role in SEO, particularly for commercial pages. A well-designed site encourages user engagement through goal completions, such as form submissions or phone calls. Ensure that your design is optimized for conversions, with clickable elements and clear calls to action.

Investing time in your website’s design can lead to improved user experience and higher conversion rates. Remember, the goal of SEO is not just to drive traffic but to convert that traffic into leads and sales.

Building Backlinks to the Wrong Pages

For effective link building, focus on creating content assets designed to attract backlinks. These assets, or what I call linkable assets, should be valuable enough to earn links naturally. Rather than directing backlinks to your homepage or product pages, link to content that deserves the attention.

By driving backlinks to valuable content, you can build authority and relevance, allowing you to distribute that link equity to your commercial pages through internal linking. This strategy ensures that your entire site benefits from the authority of your linkable assets.

Aggressive Anchor Text

The risky practice of aggressive anchor text is a sure-fire way to get penalized by Google. Your anchor text is one of the key link-building variables, and Google is exceptionally adept at identifying link spam. When assessing your anchor text profile, be cautious of having too high a percentage of exact match anchors. Ideally, your primary keyword’s anchor text should be lower than 14%, and diversity in anchor text is essential for maintaining a healthy backlink profile.

In a perfect world, you’d want to control the ratios of your anchor texts, but as pages accumulate links, this can become challenging. It’s crucial to avoid patterns that suggest manipulation, such as consistently using the same type of anchor text or linking from the same types of websites. This can leave a footprint that Google can easily identify. Instead, aim for natural link acquisition, which varies in pattern and includes diverse anchor texts.

Low-Quality Backlinks

Relying on low-quality backlinks is another major issue that can significantly harm your SEO efforts. Many low-quality backlinks come from link farms—websites built solely for the purpose of link building. These links can appear innocuous at first glance, but a deeper investigation often reveals their true nature. Google is adept at identifying these spammy links, and they can severely impact your site’s authority.

Even if a link appears to be from a reputable source, if it links to irrelevant content or is surrounded by other spammy links, it can hurt your SEO. Focus on acquiring high-quality backlinks instead. It’s better to have a few strong links than a multitude of weak ones. When building your backlink profile, prioritize relevance and quality.

If you’re looking for a reliable source for high-quality backlinks, consider using digital PR services. These services specialize in acquiring valuable backlinks from reputable sites. Remember, link diversity is not necessary if you’re focusing on acquiring the best links available.

Not Using User Tracking Software

Failing to implement user tracking software can blind you to crucial insights about your website’s performance. While this software can enhance your SEO, its real value lies in understanding user behavior on your pages. By tracking what users engage with, you can identify what works and what doesn’t. This evidence allows you to form hypotheses and run tests effectively.

For instance, if a particular page is performing well, analyze its content and user engagement metrics. If users are primarily interacting with certain sections, consider simplifying or removing less engaging content. This data-driven approach can significantly enhance your site’s performance and SEO effectiveness.

Spending Time on Low-Impact SEO Activities

There are countless activities within an SEO campaign, but not all are equally impactful. It’s essential to focus on high-impact actions that will provide significant results. One effective way to categorize actions is by using the ICE formula—Impact, Confidence, and Ease. Prioritize actions that have a high impact, are easy to implement, and that you feel confident will yield results.

For example, instead of getting bogged down in minor tasks like updating meta descriptions, focus on fixing 404 errors or optimizing high-traffic pages. These actions may require a bit more effort, but they can lead to substantial improvements in your site’s performance.

Reacting to Google Updates

One of the biggest mistakes you can make is to react impulsively to Google updates. When an update rolls out, resist the urge to immediately change everything on your site. Instead, allow some time for the dust to settle. Once the update has taken effect, conduct a thorough audit to identify any potential areas for improvement. Understand that most websites have some issues, and it’s crucial to pinpoint these areas rather than overreacting to rankings that fluctuate.

By taking a measured approach, you can better assess the impact of the update and make informed decisions about any necessary adjustments. Remember, a calm and strategic response is more effective than knee-jerk reactions.

Listening to Google for SEO Advice

While it’s important to stay informed about Google’s guidelines, be cautious about taking their advice at face value. Google often downplays the significance of certain ranking factors to prevent manipulation of their algorithms. As an SEO professional, it’s vital to conduct your own tests and gather real-world evidence to understand what truly affects your rankings.

Instead of relying solely on Google’s statements, analyze your own data and experiences. By running tests and observing outcomes, you can uncover insights that may differ from Google’s recommendations. This independent research is essential for developing effective SEO strategies.

Not Being Patient Enough

Patience is a critical element in SEO. A study by Ahrefs found that the average page in the top 10 search results is over two years old. This suggests that older pages typically accumulate more backlinks and solidify their rankings over time. When you publish new content or optimize existing pages, allow time for the changes to take effect before making any further adjustments.

Monitor your rankings and traffic for stagnation. Once you notice that traffic has plateaued, that’s the time to introduce new variables, such as acquiring backlinks or enhancing content depth. Waiting for your content to mature can yield significant long-term benefits.

Only Focusing on Google

Focusing solely on Google can limit your digital marketing success. While SEO is crucial, it’s essential to consider other marketing channels as well. A comprehensive marketing strategy should encompass various facets of digital marketing, including social media, content marketing, and email campaigns.

Understanding the different stages of customer awareness can help you tailor your messaging across various platforms. For instance, at the unaware stage, lead magnets can be effective for capturing email addresses, while more direct offers can be used for customers who are closer to conversion.

Not Building Systems

Building scalable systems is essential for efficient SEO implementation. Create standard operating procedures (SOPs) for repetitive tasks, and invest time upfront to save hours in the long run. Using tools like Google Docs for documentation can help streamline your processes, making it easier for your team to follow established protocols.

With the rise of AI technology, you can further enhance these systems. By integrating AI tools into your processes, you can automate repetitive tasks, allowing your team to focus on strategic initiatives. The time invested in building these systems will pay off in improved efficiency and results.

 

Trying to Do Everything Yourself

Finally, attempting to manage every aspect of your SEO efforts alone can lead to burnout and inefficiency. Building a team is crucial for scaling your SEO efforts effectively. As AI technology continues to evolve, consider integrating AI agents into your workflow to assist with specific tasks. This allows you to focus on strategy and quality assurance while leveraging technology to handle repetitive tasks.

By assembling a capable team and utilizing advanced tools, you can enhance your SEO operations and achieve better results. Remember, collaboration and delegation are key to successful digital marketing.

FAQ

1. What is aggressive anchor text, and why is it risky?
Aggressive anchor text refers to the overuse of exact match keywords in backlinks. This practice can lead to penalties from Google, as it signals manipulation of link profiles.

2. How do I identify low-quality backlinks?
Low-quality backlinks often come from link farms or irrelevant sources. Use tools to analyze your backlink profile and identify links that may harm your site’s authority.

3. Why is user tracking software important for SEO?
User tracking software provides insights into user behavior on your site, allowing you to understand what content performs well and what needs improvement.

4. How can I improve my SEO without getting overwhelmed?
Focus on high-impact actions that yield significant results. Create systems and SOPs to streamline repetitive tasks and consider building a team to share the workload.

5. What should I do after a Google update?
Resist the urge to make immediate changes. Instead, allow time for the update to settle, then conduct a thorough audit to identify any areas for improvement.