Common website mistakes that hurt your search rankings

The establishment of any successful digital marketing strategy lies in a well-optimised platform. But the best of intentions often lead to common website mistakes, and some of these quietly hurt a business’ search visibility, particularly among organisations that do not have their own digital teams.

At PRonto Marketing, we collaborate with growth-driven brands throughout the UK to convert these frequent landmines into goldmines. If you’re a manufacturer, hospitality brand, food & drink brand, or simply a company trying to ensure your search engine visibility is optimised, search engine visibility can mean the difference between prospects finding you and trusting you.

That’s why one of these blunders could be the reason your site isn’t ranking where it ought to be.

1. Poor site structure and navigation

Why site structure matters

Search engines scour your website using bots (also called crawlers or spiders). An aimless structure or difficult-to-follow navigation just complicates this process, making it easy for important pages to be missed or depreciated in value.

Common issues

●     No logical hierarchy (e.g., homepage > category > product/service)

●     Orphan pages (pages not linked anywhere on the site)

●     Internal links that are broken, resulting in 404 errors

What to do

Use a flat, clean structure. Make sure all key pages are accessible within a few clicks - ideally, two if you can. Implement internal linking to help people and search engines navigate your content tools, such as Screaming Frog or Ahrefs Site Audit, which can draw attention to structural problems that may otherwise fall under the radar.

Tip: Google’s Search Advocate, John Mueller, has repeatedly reiterated the importance of internal linking. It not only helps users but also signals content relationships to search engines.

2. Slow page load speeds

Why page load speeds matter

Google has acknowledged page speed as a ranking factor. Users get frustrated with a slow site, leading to an increase in bounce rates, both of which harm your SEO.

Common causes

●     Large, uncompressed images

●     Too many plugins or scripts

●     Poor hosting

What to do

Feed your site into Google PageSpeed Insights or GTmetrix to get a performance score and targeted recommendations. Use compression for images, remove unnecessary scripts, and use a CDN (Content Delivery Network) to serve static resources faster across the world.

Fact: According to a study by Google, if page load time increases from 1 second to 10 seconds, the probability of a bounce increases by 123%.

3. Missing or duplicate meta titles and descriptions

Why it's essential to include meta details

Meta titles and meta descriptions aren’t just about looks - they help search engines understand the page and can affect click-through rates in the search results.

Common mistakes

●     Leaving them blank

●     Using the same meta title for multiple pages

●     Writing vague or unhelpful copy

What to do

Use unique, keyword-rich titles for every page. Descriptions should encourage clicks by clearly explaining what users will find. Count on no more than 60 characters for titles and 160 for descriptions to prevent search result truncation.

4. Lack of mobile optimisation

Why website mobile optimisation matters

With mobile-first indexing, Google predominantly uses the mobile version of your site for indexing and ranking. If your site isn’t mobile-friendly, you're giving competitors an edge. More and more people are choosing mobile devices instead of desktops - especially while on the move or visiting new places so make sure your website is optimised and start prioritising a mobile first website!

Common issues

●     Text that’s too small to read

●     Buttons are too close together

●     Horizontal scrolling

●     Sluggish mobile load times

What to do

Test your site with Google's Mobile-Friendly Test tool. Adopt responsive design principles that ensure your content adjusts to all screen sizes. Avoid intrusive pop-ups that make mobile browsing difficult.

5. Thin or duplicate content

Why it matters

Google rewards helpful, original content. If your pages lack depth or copy/paste content from other sources, they’re unlikely to rank well.

What qualifies as thin content?

●     Short pages (<300 words) with no real value

●     Product pages with only basic info

●     Copy reused across multiple pages (or websites)

What to do

Focus on creating quality content. Every page should satisfy a user’s query or assist them in making a decision. As a Worcester-based digital marketing agency, we often write blogs, case studies, and landing pages for businesses that are engaging and SEO-friendly.

Evidence: Google’s “Helpful Content Update” prioritises people-first content, not only search engines.

6. Ignoring technical SEO

Why it matters

Technical SEO ensures that your site is crawlable, indexable, and secure. Overlooking these basics can lead to penalties, ranking drops, or complete exclusion from search results.

Red flags in SEO

●     No SSL certificate (your site shows as "Not Secure")

●     Broken pages (404 errors)

●     No XML sitemap or robots.txt file

What to do to identify technical SEO issues

Set up Google Search Console to monitor indexing issues. Make sure you have an up-to-date sitemap and robots.txt file. Use HTTPS and fix broken pages and redirects promptly.

7. Not optimising for local search (even if you operate nationally)

Why it matters

If you serve a particular region (like Worcester), then local SEO matters - even if your reach is broader. Local search helps you appear in “near me” queries and in Google’s Map Pack.

Typical oversights

●     No Google Business Profile

●     NAP (Name, Address, Phone) inconsistencies across the web

●     No local landing pages

What to do

Claim and optimise your Google Business Profile. Include local keywords like "digital marketing agency Worcester" on relevant pages. And keep your NAP information consistent across directories like Yelp, Bing Places, and Apple Maps.

Fact: According to BrightLocal, 78% of local mobile searches result in an offline purchase.

8. Overusing or misusing keywords

Why it matters

Keyword stuffing can make your content hard to read, and search engines penalise it. On the other hand, not using keywords strategically means you may never rank at all.

Bad keyword practices

●     Repeating the same keyword unnaturally

●     Stuffing keywords in footers or meta tags

●     Using irrelevant or overly broad keywords

What to do

Focus on natural language and semantic SEO. Tools like SurferSEO or Frase can help you strike the right balance. Optimise for topics, not just terms. Use synonyms, related questions, and long-tail variations.

9. Failing to update content regularly

Why it matters

Outdated content can become irrelevant or incorrect. Google prefers fresh, relevant content, especially for topics where accuracy matters (known as YMYL: Your Money or Your Life).

Risks of dated website information

●     Old pricing or product info

●     Outdated statistics

●     Broken external links

What to do

Conduct a quarterly content audit. Refresh key pages with new data, improve formatting, and fix broken links. Updating older blog posts can help regain or boost rankings without starting from scratch.

10. No clear call to action (CTA)

Why it matters

Ranking well is only half the battle. If your site doesn’t clearly tell users what to do next—call, buy, book, enquire—you’ll miss out on conversions.

Common mistakes

●     Burying the CTA below the fold

●     Using vague language (“Click here”)

●     Linking to unrelated or outdated forms

What to do

Add clear, relevant CTAs on every key page. Match them to the user's intent (e.g., “Download our service brochure,” “Get a free consultation,” etc.). A/B tests different CTA styles to see what drives the most action.

Bonus: not tracking SEO performance

Why it matters

You can’t fix what you don’t measure. Without tracking, it’s impossible to know which changes improve rankings and which don’t!

Missing tools

●     No Google Analytics

●     No keyword tracking tools (e.g., Semrush, Ahrefs, SE Ranking)

●     Not using goals or conversion tracking

What to do

Set up Google Analytics 4 (GA4) and track goal completions like form submissions or phone calls. Use a keyword tracking tool to monitor progress for your priority terms like digital marketing agency Worcester. Review reports monthly and adjust strategies accordingly.

Want better rankings? Fix the basics first

Search engine optimisation isn’t about chasing algorithms - it’s about delivering a great experience for users. And that starts with a well-built, strategically optimised website.

If you’ve made it this far, chances are your site could use a bit of TLC. Whether it’s fixing slow speeds, refreshing content, or improving your technical SEO setup, these changes can have a meaningful impact on your visibility and your bottom line.

At PRonto Marketing we help brands take control of their SEO with honest, no-fluff strategies that work. Based in Worcester but working across the UK, we specialise in SEO, PR, content creation and digital campaigns that move the needle for service-based businesses.

Let’s optimise your website and grow your business

Struggling with rankings? Let’s fix that. Contact us today, and let’s have a conversation about how your website can work harder for your business.

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Written by Paul Williamson, Founder of PRonto Marketing.

Paul Williamson is the Founder and Growth Marketing Specialist at PRonto Marketing, a results-driven PR and digital marketing agency. With over a decade of experience spanning hospitality, F&B, manufacturing, and tourism, Paul helps brands unlock growth through strategic content, creative campaigns, and data-led marketing. He has a proven track record of delivering high-impact campaigns for leading UK brands, and is known for his honest, creative, and actionable approach to marketing.

Connect with Paul on LinkedIn.