Many websites underperform in Google not because of competition, but because of avoidable mistakes. Here are ten we see often, with fixes.
1. Missing or duplicate page titles
Fix: write a unique, descriptive title for every page.
2. Targeting broad keywords only
Fix: also target specific, local searches customers use, like a service plus a town.
3. Thin content
Fix: expand pages with useful detail, FAQs and examples.
4. Slow pages
Fix: compress images, remove unused plugins and use caching.
5. Poor mobile experience
Fix: use responsive design and test on phones.
6. Duplicate content
Fix: merge overlapping pages and redirect the weaker ones.
7. Broken links and missing redirects
Fix: check links regularly and redirect old URLs after changes or redesigns.
8. Neglecting Google Business Profile
Fix: complete it, keep it updated and collect reviews.
9. Buying links or using shortcuts
Fix: earn links through partnerships, content and outreach.
10. Not measuring
Fix: set up Search Console and Analytics, and track enquiries from search.
Bonus: ignoring security
Hacked sites can be filled with spam pages and flagged by Google. Keep software updated and run security scans.
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