You have invested time and money into building a website, but it is barely showing up on Google. The frustrating truth is that many businesses unknowingly sabotage their own search rankings by making avoidable mistakes — some of which are surprisingly easy to fix. Here are 7 of the most common SEO mistakes we see when auditing client websites, and what you can do about each one.
1. Ignoring Page Speed
A slow website does not just frustrate visitors — it actively hurts your Google rankings. Google has confirmed that page speed is a ranking factor, and their Core Web Vitals metrics now measure how fast your pages load, how quickly they become interactive, and how stable the layout is while loading. If your site takes more than 3 seconds to load, you are losing both visitors and rankings to faster competitors.
The fix starts with the basics: compress your images, enable browser caching, minimize unnecessary code, and choose a reliable hosting provider. Tools like Google PageSpeed Insights will show you exactly what is slowing your site down and prioritize the fixes that will make the biggest difference. Even small speed improvements can lead to noticeable ranking gains.
2. Not Optimizing for Mobile
More than half of all web traffic now comes from mobile devices, and Google uses mobile-first indexing — meaning it primarily looks at the mobile version of your site when deciding where to rank you. If your website is difficult to use on a phone, your rankings will suffer regardless of how well it performs on desktop.
A mobile-optimized site is not just a shrunken version of your desktop site. It means buttons large enough to tap, text readable without zooming, menus that are easy to navigate with a thumb, and content that loads quickly on mobile connections. Test your site on multiple devices regularly, and use Google's Mobile-Friendly Test tool to identify specific issues that need attention.
3. Missing or Duplicate Title Tags and Meta Descriptions
Title tags and meta descriptions are your first impression in Google's search results — they are what convince someone to click on your link instead of a competitor's. Yet many websites either leave them blank, use the same generic title across every page, or stuff them with keywords that read unnaturally.
Every page on your website should have a unique, descriptive title tag under 60 characters and a compelling meta description under 160 characters. The title should clearly describe what the page is about while including your target keyword naturally. The meta description should give searchers a reason to click — think of it as a mini advertisement for that specific page.
4. Publishing Thin or Low-Quality Content
Google's algorithms have become remarkably good at evaluating content quality. Pages with thin content — a few sentences, generic filler text, or content that adds no real value — will struggle to rank for anything meaningful. Worse, having too many thin pages can drag down the overall authority of your entire website.
Every page on your site should serve a clear purpose and provide genuine value to the visitor. If a page does not answer a question, solve a problem, or offer something useful, it either needs to be improved or removed. Focus on creating fewer pages with deeper, more comprehensive content rather than many pages with surface-level information.
5. Neglecting Internal Linking
Internal links — the links between pages on your own website — are one of the most underused SEO tools available. They help Google understand the structure of your site, discover new pages, and determine which pages are most important. They also keep visitors on your site longer by guiding them to related content.
A strong internal linking strategy connects related pages naturally within your content. Link from high-authority pages to pages you want to rank higher. Use descriptive anchor text that tells both Google and the reader what the linked page is about. Avoid generic anchor text like “click here” — instead, use phrases like “our SEO services” or “web design best practices” that describe the destination page.
6. Not Using HTTPS
If your website still runs on HTTP instead of HTTPS, you are sending a negative signal to both Google and your visitors. Google has used HTTPS as a ranking signal since 2014, and modern browsers now display prominent “Not Secure” warnings on HTTP sites. For visitors, seeing that warning immediately undermines trust — especially if you are asking them to fill out a contact form or make a purchase.
Switching to HTTPS requires installing an SSL certificate on your hosting server. Many hosting providers offer this at no extra cost, and the process is straightforward. Beyond the SEO benefit, HTTPS encrypts data between your website and your visitors, protecting sensitive information and demonstrating that you take security seriously.
7. Forgetting About Local SEO
If your business serves customers in a specific area, neglecting local SEO means missing out on some of the highest-converting traffic available. When someone searches for a service “near me” or includes a city name in their search, Google prioritizes local results — and if your business is not optimized for these searches, your competitors will capture that traffic instead.
Start by claiming and fully optimizing your Google Business Profile with accurate business information, categories, photos, and regular posts. Ensure your business name, address, and phone number are consistent across all online directories. Encourage satisfied clients to leave Google reviews, and respond to every review — positive or negative. These local signals can make the difference between appearing in Google's local pack or being invisible to nearby customers.
Stop Making These Mistakes — Start Climbing the Rankings
Each of these 7 mistakes chips away at your website's ability to rank on Google. The good news is that none of them are difficult to fix once you know what to look for. Addressing even a few of these issues can lead to meaningful improvements in your search visibility and organic traffic.
Not sure where your website stands? Contact us for an SEO audit, and we will identify exactly what is holding your rankings back and how to fix it.