The 10 Most Overlooked SEO Mistakes and How to Fix Them

While many businesses invest heavily in SEO, a surprising number of websites still suffer from fundamental errors—some technical, others strategic—that silently sabotage their rankings and traffic. These issues often go unnoticed because they are not obvious, and they don’t always trigger major red flags until performance begins to stagnate or decline.

In this article, we delve into the most overlooked SEO mistakes—those seemingly minor missteps that collectively erode your site’s potential—and offer practical guidance on how to correct them. Whether you’re an in-house marketer, a freelance SEO consultant, or a business owner managing your own digital presence, recognising and addressing these issues can have a transformative impact on your SEO outcomes.

1. Neglecting Crawlability and Indexation Issues

One of the most common yet overlooked SEO mistakes is assuming that just because a page exists on your website, Google will automatically find and index it. In reality, search engines use crawlers with limited time and resources to navigate your site. If your content isn’t properly crawlable or indexable, it might as well not exist from an SEO standpoint.

The Problem

• Pages accidentally blocked via robots.txt
• Meta tags with noindex accidentally left in place
• Orphan pages with no internal links
• Deeply nested pages that require too many clicks to reach

The Fix

Use tools like Google Search Console and crawling software such as Screaming Frog or Sitebulb to audit your website. Ensure important pages aren’t being blocked or left inaccessible. Create a clear, logical internal linking structure that brings all key content within reach of both users and bots. Also, maintain an up-to-date XML sitemap and submit it to Google.

2. Overlooking Mobile Usability and Page Speed

It’s no longer enough for a site to function on mobile—it must perform well. Mobile-first indexing means Google uses the mobile version of your content for indexing and ranking. A slow, poorly optimised mobile experience can undermine your entire SEO strategy, even if your desktop site is flawless.

The Problem

• Intrusive interstitials or pop-ups
• Slow load times, especially on 3G/4G
• Touch elements too close together
• Font sizes unreadable on smaller screens

The Fix

Test your mobile performance using Google’s PageSpeed Insights and the Mobile-Friendly Test tool. Optimise images, leverage browser caching, and minimise JavaScript where possible. Consider implementing AMP (Accelerated Mobile Pages) for content-heavy sites, although AMP’s relevance has diminished with improvements in standard mobile performance practices.

3. Keyword Cannibalisation

Keyword cannibalisation occurs when multiple pages on your site compete for the same target keywords. This dilutes your authority and confuses search engines as to which page should rank.

The Problem

You may unintentionally create multiple blog posts, product pages or service pages that target the same keyword or phrase. This often happens on content-rich sites without a clear keyword mapping strategy.

The Fix

Conduct a keyword audit and identify duplicate keyword targets. Use a spreadsheet to map out which URLs target which keywords. If overlap exists, consider consolidating similar pages into one stronger page, redirecting weaker content to the preferred page, or differentiating the keyword focus more clearly.

4. Ignoring Structured Data and Schema Markup

Search engines are getting smarter, but they still benefit greatly from structured data that helps them understand the context of your content. Schema markup enables rich results, which can significantly boost visibility in search results.

The Problem

Many websites either don’t implement structured data at all or only apply it in a limited way, missing opportunities to enhance their listings with additional features like reviews, FAQs, product data, or event information.

The Fix

Use Schema.org markup to provide additional context to your content. Depending on your industry, you might benefit from types such as Product, Review, Event, LocalBusiness, FAQPage, and HowTo. Test your structured data implementation using Google’s Rich Results Test and fix any errors highlighted.

5. Using Duplicate or Thin Content

Google penalises content that is duplicated across multiple pages or offers little unique value. This is particularly prevalent in e-commerce sites, where product descriptions are copied from manufacturers, or in large sites using templated service pages.

The Problem

• Duplicate product or category descriptions
• Pages with under 100 words and no original commentary
• Boilerplate content reused across multiple service locations

The Fix

Invest in unique, high-quality content for each important page. For product pages, include user reviews, FAQs, and original descriptions. For service-based businesses, tailor each location page with information relevant to the local audience. Consider a content pruning strategy to remove or redirect thin, outdated, or underperforming pages.

6. Failing to Optimise for Search Intent

Optimising for keywords alone without aligning with user intent is a recipe for poor performance. Google now prioritises content that best satisfies the searcher’s goal—be it informational, navigational, or transactional.

The Problem

• Targeting transactional keywords with blog content
• Targeting broad, high-volume keywords without topical authority
• Creating content that is off-topic or misaligned with the search query

The Fix

Analyse search engine results pages (SERPs) for your target keywords to identify the type of content Google prefers. Align your content accordingly. Tools like SEMrush or Ahrefs can help you analyse SERP features, user intent, and top-ranking content for better guidance.

7. Neglecting Internal Linking Opportunities

Internal linking is a powerful yet often underused SEO tool. It helps distribute link equity, improves crawlability, and strengthens topical relevance between pages.

The Problem

• Important pages buried with few or no internal links
• Relying solely on navigation menus and footers
• Using vague anchor text like “click here” or “read more”

The Fix

Build a strategic internal linking structure. Link to related pages contextually within your content using descriptive anchor text. Make sure cornerstone or pillar content receives the most internal links to signal its importance to search engines.

8. Inconsistent or Poorly Structured URL Hierarchy

URLs should be clean, descriptive, and follow a consistent structure. While dynamic URLs or those filled with parameters might still be indexable, they’re harder to understand—for both users and search engines.

The Problem

• Random or auto-generated URLs (example.com/page?id=123)
• Changing URL structures without implementing proper redirects
• Using inconsistent formats across different content types

The Fix

Plan your URL structure around your content hierarchy. Use hyphens instead of underscores, avoid capital letters, and remove unnecessary parameters. When updating or migrating content, always use 301 redirects to maintain link equity and prevent crawl errors.

9. Forgetting About Image SEO

Images contribute significantly to your site’s SEO, especially with the rise of visual search and platforms like Google Lens. Yet, image optimisation is often an afterthought.

The Problem

• Images with generic file names (e.g., IMG1234.jpg)
• Missing or empty alt attributes
• Large file sizes that slow down page load

The Fix

Rename your image files with descriptive keywords before uploading. Use alt text to describe the content of the image accurately—this improves accessibility and SEO. Compress images using tools like TinyPNG or WebP format to reduce load times without sacrificing quality.

10. Over-Reliance on Plugins Without Manual Oversight

SEO plugins such as Yoast or Rank Math are useful, but they are only tools—not strategies. Many users assume that simply turning on these plugins will handle all aspects of SEO, which is far from the truth.

The Problem

• Overuse of auto-generated meta descriptions
• Trusting plugin scores instead of conducting proper analysis
• Ignoring deeper technical issues that plugins don’t detect

The Fix

Use SEO plugins as supportive tools, not as your sole strategy. Manually review and write meta descriptions and title tags based on search intent and competitive analysis. Conduct regular technical SEO audits using dedicated tools and cross-check the results for accuracy.

Making SEO Work Harder for You

SEO is both an art and a science. While most marketers and business owners are aware of the big-picture components—content, keywords, backlinks—many continue to overlook foundational elements that quietly hinder performance. The good news is that by identifying and addressing these issues, you can unlock substantial SEO gains without necessarily increasing your budget or creating more content.

Success in SEO isn’t just about doing more—it’s about doing it better. A site that is technically sound, user-friendly, and strategically aligned with search intent will always outperform one bloated with unnecessary content, keyword stuffing, or neglected technical foundations.

Regular audits, a proactive mindset, and a commitment to continuous improvement are your best tools for staying ahead. Fixing these overlooked mistakes isn’t just maintenance—it’s strategic enhancement. And in a competitive digital landscape, that edge can make all the difference.