What are the common pitfalls in search engine optimisation?

Common pitfalls in search engine optimisation include keyword stuffing, poor quality content, and neglecting mobile optimisation.

Keyword stuffing is a common mistake made in search engine optimisation (SEO). This is when a webpage is loaded with keywords in the meta tags or in content. The intent is to manipulate a site's ranking in Google search results. However, Google's algorithm has become more sophisticated and can now detect this tactic. When detected, it can lead to a website being demoted in the search rankings or even banned.

Another pitfall is producing poor quality content. Google's algorithms are designed to promote high-quality, relevant content. Therefore, websites that contain poorly written, duplicate, or irrelevant content are likely to be penalised. It's important to remember that the primary purpose of SEO is to improve user experience, so content should always be created with the user in mind.

Neglecting mobile optimisation is another common mistake. With the increasing use of mobile devices to access the internet, Google has made mobile optimisation a key ranking factor. Websites that are not optimised for mobile devices may not only provide a poor user experience but also rank lower in search results.

Another common pitfall is using 'black hat' SEO techniques. These are unethical tactics used to trick search engines and gain higher rankings. These tactics include cloaking, where different content is shown to search engines and users, and link schemes, where links are bought or sold to improve a site's ranking. These tactics are against Google's guidelines and can result in a website being banned from search results.

Lastly, not using analytics to track SEO performance is a common mistake. Without tracking, it's difficult to know what's working and what's not. Google Analytics is a powerful tool that can provide valuable insights into website traffic, user behaviour, and the effectiveness of SEO strategies. By not utilising such tools, businesses may miss out on opportunities to improve their SEO and overall online presence.