Search engine optimization (SEO) is one of the most valuable tools in your digital marketing toolbox—but it’s also one of the easiest to get wrong. Even with the best intentions, minor missteps can limit your website’s visibility, reduce traffic, and hurt your rankings in search results.
The good news? Most SEO mistakes are avoidable and fixable. Whether you’re handling SEO in-house or partnering with an agency like Dogwood, knowing what not to do is as important as knowing what works.
Here are four of the most common SEO mistakes we see—and what you can do to correct them.
1. Ignoring Keyword Intent
Using keywords is essential for SEO, but using the wrong ones (or the right ones in the wrong way) can be a wasted effort. One of the most common mistakes is ignoring search intent—the reason someone types a query into Google in the first place.
Are they looking to buy, learn something, or compare options? If your content doesn’t match what the user actually wants, even well-optimized pages will not perform.
For example, targeting “best running shoes” requires content different from targeting “running shoe store near me.” One is research-driven, while the other is transactional and local.
To avoid this mistake, use tools like Google Search Console, Ahrefs, or Ubersuggest to analyze keywords by search intent. Then, create content that directly addresses what users are looking for.
At Dogwood, our SEO strategy services focus on understanding your audience and their intent, so every page is built to convert.
2. Neglecting On-Page Optimization
Even well-written content can underperform without proper on-page SEO. Common SEO mistakes include missing meta descriptions, unoptimized title tags, lack of internal linking, and images without alt text.
Every page should include:
- A descriptive, keyword-rich title tag (under 60 characters)
- A compelling meta description (under 160 characters)
- A clear H1 headline and subheadings (H2, H3)
- Keywords used naturally throughout the content
- Internal links to related pages (like this one on content management)
Remember to add relevant alt text for images. This not only supports accessibility but also helps search engines understand your content.
Tools like Yoast or Rank Math for WordPress make it easier to manage on-page SEO, offering real-time feedback and scoring.
3. Forgetting About Mobile and Site Speed
Google uses mobile-first indexing, meaning it evaluates your site based on its performance on mobile devices. If your website isn’t optimized for mobile, it won’t rank as well, no matter how good your content is.
The same goes for site speed. A delay of just one second in page load time can reduce conversions by 7% (Portent). Users expect fast, responsive websites—and so does Google.
To avoid this mistake:
- Use responsive design (your site should adapt to all screen sizes)
- Compress images
- Minimize unnecessary code
- Use reliable hosting (our managed WordPress hosting is built for speed and reliability)
Check your site’s performance using Google PageSpeed Insights or GTmetrix and fix any red flags that may slow you down.
4. Publishing and Forgetting
SEO isn’t a one-and-done task. Another common mistake is publishing content and never updating it. Over time, outdated information, broken links, and declining keyword relevance can hurt your rankings.
Search engines reward fresh, updated content, especially in competitive industries. Regularly audit your existing pages to:
- Refresh old blog posts.
- Add new stats or insights.
- Update keywords and internal links.
- Replace broken or outdated external links.
Use a content calendar to revisit top-performing pages every 6–12 months. You can even repurpose older blogs into new formats (like videos or infographics) to keep them working harder for you.
Clean Up Your SEO Mistakes and Reclaim Your Rankings
SEO success comes down to clarity, consistency, and continuous improvement. Avoiding these common SEO mistakes—and knowing how to fix them—can make a big difference in your site’s search performance.
Not sure where to start? Dogwood’s team of SEO specialists is here to help with audits, strategy, and content that ranks. Let’s take your SEO to the next level and make your site more discoverable.
