Search engine optimisation (SEO) is one of the most powerful tools a small business can use to boost its online presence and attract more customers.
But SEO can be tricky, and it’s easy to make mistakes that can hurt your chances of ranking high on search engines like Google.
If you’re a small business owner, don’t worry!
This guide will walk you through five of the most common SEO mistakes that businesses make and how to fix them, so you can improve your search rankings and drive more traffic to your website.
Mistake 1: Not optimising for local search
If your business serves a local audience, not optimising for local SEO is a huge missed opportunity.
Local SEO is all about making sure your business shows up in search results when people in your area are looking for products or services like yours.
Without it, you might be competing with businesses halfway across the world, when your real customers are just down the road.
How to fix it:
Claim and optimise your Google Business Profile with accurate information about your business (name, address, phone number) and regular updates.
Use location-specific keywords in your website content, such as “plumber in Wellington” or “Melbourne florist”.
Get reviews from local customers and respond to them (good and bad!) to build up your online reputation.
Mistake 2: Ignoring mobile optimisation
More and more people are browsing the web on their phones, and Google knows it.
That’s why mobile optimisation is essential for SEO.
If your site doesn’t work well on mobile devices, Google is less likely to show it in search results. Worse still, you could be losing potential customers who get frustrated with a site that’s hard to use on their phone.
How to fix it:
Check if your website is mobile-friendly. Here's the link to a great blog about mobile-friendly tools from HubSpot, along with some of the best free tools.
If your site isn’t mobile-optimised, talk to your web developer or web designer about responsive design—this ensures your site looks and works great on both desktop and mobile.
Focus on loading speed, as slow sites can frustrate users and hurt your rankings. Check your loading speed with the free test from Pingdom.
Mistake 3: Keyword stuffing
It’s tempting to cram as many keywords as possible into your website content in hopes of ranking higher.
But keyword stuffing not only makes your content awkward and unreadable, it can also hurt your SEO.
Search engines have become much smarter, and now they penalise websites that overuse keywords.
How to fix it:
Focus on writing high-quality, natural-sounding content that provides value to your audience.
Use relevant keywords strategically—include them in headings, meta descriptions, and a few times throughout your content, but make sure it reads naturally.
Consider using long-tail keywords (more specific keyword phrases) to target niche audiences who are more likely to convert. For example, instead of just “shoes”, try “comfortable running shoes for flat feet”.
Mistake 4: Not creating enough fresh content
A website with outdated content sends a signal to search engines that your business might not be active.
Fresh content not only helps improve your rankings but also keeps your audience engaged and encourages them to come back for more.
How to fix it:
Start a blog on your website and post regularly about topics that your customers care about. This could be tips, how-tos, industry news, or even case studies.
Update existing content with new information, links, and images to keep it fresh.
Share your content on social media and other platforms to attract more visitors and increase engagement.
Mistake 5: Failing to track and adjust your SEO strategy
SEO isn’t a “set it and forget it” kind of task.
It requires ongoing attention and adjustments based on how your website is performing. If you’re not tracking your results, you won’t know what’s working and what needs improvement.
How to fix it:
Use tools like Google Analytics and Google Search Console to track your website’s performance, including traffic, keywords, and user behaviour.
Regularly review your analytics to identify areas where you can improve, such as pages with high bounce rates or low click-through rates.
Stay on top of SEO trends and updates, as search engines frequently change their algorithms. This will help you stay competitive and continue to grow your online presence.
Ready to fix your SEO mistakes?
SEO doesn’t have to be overwhelming or confusing.
By avoiding these common mistakes and implementing the fixes above, you’ll be well on your way to improving your website’s rankings and attracting more customers to your business.
Feeling a bit overwhelmed? I can help!
Book a free 30-minute call with me, and together we can chat about your SEO strategy and how to make sure your business is getting the online attention it deserves.