5 SEO mistakes that are killing your conversions

You’ve worked hard on your website, invested in digital marketing, and maybe even climbed the search engine results page for some of your target keywords. But here’s the problem: traffic isn’t turning into sales. Visitors land on your web pages, have a quick look, and leave.

What’s going wrong?

The truth is that many site owners make simple but costly SEO mistakes that look harmless at first glance but are silently killing conversions. Ranking is important, but ranking alone doesn’t pay the bills. What really matters is whether your website satisfies search intent, delivers an excellent user experience, and guides your target audience toward action.

In this article, we’ll explore the 5 SEO mistakes (plus a bonus one) that stop your site from performing. These are also some of the biggest SEO mistakes that brands of all sizes make, and they can completely undermine your SEO strategy if ignored.

Mistake 1: Ignoring search intent and target keywords

One of the most common SEO mistakes is chasing keywords without considering search intent. Ranking for the wrong terms brings in traffic, but it’s usually the wrong kind of traffic. That means no conversions.

Example:

Imagine you run an eCommerce store selling hiking boots. If you target the keyword “best hiking boots reviews,” you’ll attract people in the research stage, so they may not be ready to buy. On the other hand, targeting “buy waterproof hiking boots online” captures users with transactional intent.

If you ignore this difference, your pages might appear in search engine results, but visitors won’t convert because you’re not meeting their expectations.

Fix:

Now, that's not to say you definitely don't want to rank for "best hiking boots reviews", in fact this could be a brilliant thing to rank for. It gets your brand in front of people when they are still in the informational/research phase of the purchase journey. You could also then use their visit to retarget them with social ads, further pushing your boots.

However, it's not the only thing you want to rank for. You also want to be popping up in peoples' SERPs when they're right at the bottom of the funnel, ready to click 'Buy'.

• Use SEO tools like Moz, Ahrefs or SEMRush to analyze which queries bring people to your site.

• Research search volume and intent using keyword research platforms.

• Study competitor analysis to see which terms are actually driving conversions in your niche.

• Align your content strategy with buyer intent: informational for blogs, transactional for product pages, and navigational for brand queries.

Matching specific keywords to the right stage of the buyer journey prevents wasted traffic and keeps your SEO strategy on target.

Mistake 2: Snail-speed sites and poor responsiveness

Nothing kills conversions faster than a slow website. Slow site speed doesn’t just frustrate users — it’s also frustrates Google (and you really need to keep them happy if you want to rank). Much like in the 100m sprint, every second counts. Even a one-second delay in page load times can increase bounce rates and cut conversions dramatically.

Technical SEO plays a big role here. If your mobile version isn’t optimized, or your images aren’t compressed, users on mobile devices will abandon the page before they’ve even seen your offer.

Common technical issues include:

• Oversized image size without proper compression (speak to your web development team about this)

• Missing alt tags/alt text that hurt both accessibility and search engine optimization (speak to your SEO team about this).

• A non-responsive design that breaks layouts on smaller screens (web design team now).

• Caching not being enabled, forcing browsers to reload content (your web development team, again).

Fix:

• Run an audit using PageSpeed Insights and other SEO tools to identify speed bottlenecks.

• Compress images, reduce scripts, and use a content delivery network (CDN).

• Test your mobile version regularly, remember, mobile users now account for the majority of organic traffic.

• Resolve technical issues like broken scripts, slow server responses, or bloated plugins.

When your site runs smoothly, conversions rise naturally because users trust the experience and don’t drop off mid-journey.

Mistake 3: Keyword stuffing and poor content

Another one of the 5 common mistakes in SEO is going overboard with keywords.

Once upon a time, keyword stuffing in title tags, meta descriptions, and blog posts seemed to work. Some agencies would even fill your web pages with invisible keywords, in a bid to force Google to rank them. But, Google wised up.

Today, keyword stuffing damages both search engine rankings and credibility with your target audience.

Example:

One of the most obvious examples for this is recipe websites. Have you ever searched for a recipe, 'Vegetarian chilli con carne', for example, only to land on a site where you have to scroll through a 1000 word story before you get to the recipe?...

"This vegetarian chilli con carne has been passed down from generation to generation in my family. It was my great, great, great, nonna's vegetarian chilli con carne recipe, she used to make it every Sunday. If you're looking for a vegetarian chilli con carne recipe, this is the one".

Feels spammy, right? To Google too.

Duplicate content is just as harmful. Talking about back in the day, again, an old, black-hat trick was to pick a keyword, like 'estate agents', and combine with 100 locations you want to rank for. Agencies would then built 100, poor quality, duplicate pages about 'estate agents San Fran', 'estate agents Orange County', etc., reusing the same, tired paragraphs and switching out the keyword only. Pure laziness.

Copy-pasted paragraphs or repeating the same text across multiple web pages confuse search engines about which page to rank. Without canonical tags, your authority is diluted.

Fix:

• Write unique content tailored to each page, ensuring it answers user queries better than competitors.

• Focus on quality content over keyword repetition, or building endless pages for the sake of it. Use synonyms and relevant keywords naturally.

• Add canonical tags to avoid confusion when similar content is unavoidable (like product variations).

• Keep meta tags and meta descriptions unique and engaging.

Search engines reward originality. So do users. By avoiding these SEO mistakes, you build authority and encourage conversions.

Mistake 4: Not linking like a pro

Internal linking is a powerful but often underused part of search engine optimization. Without it, your site’s authority gets stuck on isolated pages instead of flowing through your web pages. Worse, if you have broken links, visitors hit dead ends, leading to frustration and lost conversions.

The good news, is that it's actually pretty easy to do, so long as you make an effort to do it as you go along.

Why it matters:

• Anchor text in internal links tells search engines what a page is about.

  • Example: This article is all about SEO mistakes. We, at Greenlights, can help your business avoid these, by offering expert SEO services.

  • Why it works: The link is relevant to my article, and relevant to what you are looking for. I've also used 'SEO' as the anchor text, which lets Google know that the page after the link is going to be about SEO.

• Links guide users through a logical journey, improving user experience.

  • If you're reading this blog it's because you maybe want help with SEO, you might want to look into an SEO agency, which my link guides you to.

• A strong internal linking structure helps lower bounce rates and keeps users exploring your site.

Fix:

• Regularly audit your site with Google Search Console or other SEO tools to identify broken links.

• Build links between related articles, products, and landing pages using descriptive anchor text.

• Link to cornerstone content that demonstrates expertise and attracts organic traffic.

• For local businesses, combine internal linking with local SEO tactics, e.g., link to service-area pages and your Google Business Profile.

When your linking strategy is solid, your content works together instead of competing, and users naturally find their way to conversion-focused pages.

Mistake 5: Weak title tags and descriptions

Even if your content is amazing, it can't completely carry you. Your title tags and meta descriptions are the first thing people see in the search engine results. If they’re missing, vague, or poorly written, users won’t click, and no clicks mean no conversions.

Meta tags also tell search engines what your page is about. If you don’t optimize them, your rankings and search volume potential shrink. Even worse, if your tags don’t match the search intent, you’ll attract the wrong traffic.

Best practices for on-page SEO:

• Write compelling title tags with specific keywords but keep them under 60 characters.

• Craft unique meta descriptions with a strong call-to-action that matches search intent.

• Optimize headings (H1, H2, H3) with relevant keywords but avoid overuse.

• Add alt text to all images to improve both accessibility and search engine optimization.

When your on-page elements are optimized, you increase click-through rates, improve search rankings, and attract the right visitors, the ones most likely to convert.

5 SEO mistakes, plus one: Ignoring local SEO

One more cause why have 5 when you can have 6.

If you operate in a specific geographic area, skipping local SEO is a huge mistake. Users searching on mobile devices often want immediate answers, and local search results are prime real estate.

Fix:

• Claim and optimize your Google Business Profile with accurate contact details, services, and reviews.

• Use consistent NAP (Name, Address, Phone) across your website and directories.

• Create location-specific landing pages to target local search engine results.

Local visibility directly impacts foot traffic and leads, and it’s one of the easiest fixes for small businesses.

Ready to stop making the biggest SEO mistakes?

The 5 SEO mistakes we’ve covered, ignoring search intent, poor technical SEO, keyword stuffing, neglecting internal linking, and weak meta tags, are some of the biggest SEO mistakes site owners make. Left unchecked, they drive away your target audience, weaken your SEO strategy, and ultimately crush conversions.

The good news? Each of these mistakes is fixable with the right SEO tools, some auditing, and a clear plan. By focusing on best practices in search engine optimization, you’ll not only improve search rankings but also deliver the kind of user experience that turns visitors into loyal customers.

5 SEO mistakes: Some FAQs

What are the 5 SEO mistakes?

The 5 SEO mistakes are ignoring search intent, slow site speed and poor responsiveness, keyword stuffing or duplicate content, weak internal linking, and missing or poorly written meta tags. All of these can hurt your rankings and reduce conversions.

How do SEO mistakes affect conversions?

SEO mistakes often bring in the wrong type of traffic or frustrate visitors once they land on your website. If users don’t find what they expect, pages load slowly, or links don’t work, they’ll leave before converting.

Why is search intent so important in search engine optimization?

Search intent ensures you attract the right audience at the right stage of their buyer journey. If you only target broad keywords, you may get traffic, but conversions will be low because users aren’t ready to take action.

How can I fix technical issues like site speed?

You can improve site speed by compressing images, reducing scripts, enabling browser caching, and using a CDN. Tools like Google PageSpeed Insights or GTmetrix can help you identify what’s slowing down your website.

What is keyword stuffing, and why should I avoid it?

Keyword stuffing is the overuse of keywords in content, meta tags, or headings. It makes content sound unnatural, reduces user trust, and can even lead to search engine penalties. Instead, use keywords naturally and focus on creating high-quality, useful content.

How does internal linking improve SEO and conversions?

Internal links help search engines understand your site structure while guiding users toward relevant pages. A strong internal linking strategy keeps people engaged longer and directs them to conversion-focused pages like service or product pages.

What role do title tags and meta descriptions play in SEO?

Title tags and meta descriptions are your first chance to convince users to click in search results. If they’re weak or missing, your click-through rates will drop, no matter how well your site ranks.

Is local SEO really necessary for small businesses?

Yes. Ignoring local SEO is one of the biggest SEO mistakes if you serve a specific geographic area. Local search optimization helps you appear in Google’s local pack, attract nearby customers, and drive more in-person visits or local leads.

How do I know if my website has SEO mistakes?

Run regular audits with tools like SEMrush, Ahrefs, or Google Search Console. They’ll highlight technical SEO issues, broken links, duplicate content, and keyword opportunities you might be missing.

What’s the quickest SEO fix that boosts conversions?

Optimizing your title tags, meta descriptions, and page speed often delivers the fastest results. These changes improve both click-through rates and on-site user experience, leading to more conversions.