If keyword stuffing in the hopes of tricking search engines into a better ranking is your approach to SEO, you’re setting yourself up for heartache. SEO is now as strategic as any other part of your digital marketing efforts, and mistakes are going to cost you.

Let’s look at a handful of expensive SEO mistakes that businesses can avoid making in 2021 and beyond.

Remember that search algorithms prioritise website content that is:

• Unique in that it adds value
• Current in that it’s regularly updated
• Informative in that it answers questions
• Educational in that it conveys knowledge
• Easily understood because it’s explained simply

Mistake #1: Not satisfying the user’s search intent

• When a person searches “SEO”, it’s likely they’re asking, “what is SEO?”. If they search “SEO services” they’re likely looking for a company that offers those services.
• Understanding what the user is thinking when they search helps create content that satisfies their intent.

Mistake #2: Using old-school SEO techniques

• SEO is a constantly developing discipline - search engines like Google update their algorithms regularly and applying outdated techniques can harm your SEO efforts.

Mistake #3: Ignoring or not maximising headings

• Each heading must be specific and communicate a complete thought.
• Use keywords naturally to answer questions or identify/link related topics.
• Rather use too many headings than too few, this helps organise content.

Mistake #4: Trying to stuff keywords in where they don’t belong

• Keywords must feel natural in the headings, body text and navigation.
• Search engines will penalise anything that remotely resembles keyword stuffing.

Mistake #5: Not staying up to date on SEO trends

• Search engines release updates to their search functionality and algorithms regularly, so it’s important to stay on top of these, so that you can adjust your SEO strategy accordingly.

Mistake #6: Not using enough marketing terminology to reel them in

• Knowing your audience and the kind of buzzwords they’re looking for is a smart way to ensure that you’re creating content they want to find.

Mistake #7: Overlooking your own website’s search functionality

• Not having a search bar on a website is a massive disservice if you have a blog that you update regularly.
• Search functionality must be simple and relevant, users shouldn’t have to wade through results to find what they need.

Mistake #8: Not producing enough variety in content formats

• SEO isn’t just about churning out text content; it’s about touching all relevant digital platforms with different content types - video, images, articles, how-to guides, FAQ lists, animated explainers, case studies.
• Everyone consumes information differently, and it’s important to cater for this with a variety of content formats. However, it’s not as simple as just producing content for different platforms, it’s important to leverage their native SEO/searchability capabilities as well - for example, by optimising video for YouTube search, it’ll be easier for users to find your content, consume your content and steadily increase your search rankings.

Mistake #9: Not focusing on branding or brand searches

• When more people start searching for your business brand, the engine will automatically rank you higher.
• Neglecting brand search terms means overlooking an easy win. 

Mistake #10: Unclear SEO goals

• While it can seem like trying to predict the future, SEO goals are important. Set a big one “we’re going to double our organic reach in 12 months ” and then break that up into smaller, achievable chunks to get there.