5 common SEO mistakes small businesses make (and how to avoid them)

Most small businesses try to improve their SEO by making small fixes and hoping for quick results. When nothing changes, the assumption is that SEO is complicated or that it takes too long to work. The reality is simpler. Most sites are held back by the same avoidable mistakes.

These mistakes weaken your rankings, slow down indexing and confuse Google about what your site is actually about. The good news is that they are easy to fix once you know what to look for.

This article breaks down the most common SEO mistakes small businesses make and shows you how to avoid them.

If you’re serious about using SEO to attract real customers, not just chase rankings, here are the five most common mistakes to avoid and what to do instead.

1. Chasing keywords instead of customers

Many small businesses focus too much on what they think people search for rather than what their ideal customers actually type into Google. The result is that you end up optimising for vague or highly competitive terms that don’t convert.

Instead of trying to rank for “best plumber” or “marketing agency”, focus on intent. What would someone ready to buy search for? Phrases like “emergency plumber in Leeds” or “affordable marketing help for small businesses” are much more targeted and far easier to rank for.

Fix it:

• Use free tools like Google’s Keyword Planner or AnswerThePublic to see what people are really searching for
• Look at long-tail keywords (three to five words) with lower competition but clear intent
• Make sure each page targets one main keyword theme that aligns with your customer’s goals, not just search volume

Read more: Get started with keywords

2. Ignoring on-page SEO basics

It’s easy to get caught up in the big picture and forget the simple stuff. But title tags, meta descriptions, headers and image alt text are all signals Google relies on to understand your site.

If you skip them, or worse, duplicate them across multiple pages, your site becomes harder to rank.

Fix it:

• Write unique title tags (60 characters max) that include your target keyword naturally
• Add descriptive meta descriptions (around 155 characters) that entice clicks
• Use clear headings (H1, H2, H3) to structure your content logically
• Optimise your images with short, meaningful alt text, such as “small business SEO guide” instead of “IMG_1234”

Think of on-page SEO as housekeeping. It’s not glamorous, but it’s essential. Our on-page SEO guide explains all you need to know about setting up your page for SEO success. 

3. Publishing content without purpose

Many business owners blog for the sake of blogging. They churn out posts that are too short, too generic, or disconnected from what their audience cares about. Google sees through it, and so do your readers.

Fix it:

• Every article should have a clear goal: attract new visitors, build trust, or guide them toward a purchase
• Create pillar pages (core topics like SEO, content marketing or email marketing) and link to smaller, related articles beneath them
• Add depth. Explain the why behind your advice, use examples, and answer real questions. Google rewards helpful, detailed content

It's easy to make mistakes when creating content for your small business, and SEO can seem like a minefield. Our helpful SEO resource hub has everything you need to help you get started on the right track.

4. Forgetting about technical SEO

Even if your content is great, technical issues can hold you back. Slow loading pages, broken links, poor mobile experience or missing sitemaps all hurt your visibility.

Fix it:

• Test your site speed using Google Page Speed Insights. Aim for a load time under three seconds
• Make sure your website is mobile-friendly. More than 60% of searches happen on phones
• Submit your sitemap to Google Search Console
• Use HTTPS (secure connection) and fix any broken links

You don’t need to be a developer to handle the basics, but you do need to make sure your site runs smoothly.

Read more: What is technical SEO?

5. Expecting results overnight

SEO takes time. Many small businesses give up after a few weeks because they don’t see instant results. The truth is, it can take three to six months before you start noticing real movement, and that’s normal.

Fix it:

• Track progress in Google Search Console and Google Analytics instead of guessing
• Focus on steady improvement rather than chasing quick wins
• Keep publishing useful content, building links and refining your pages

Remember, consistency beats speed every time.

SEO isn’t a one-time project. It’s an ongoing process. But if you avoid these five mistakes and focus on creating valuable, well-structured, technically sound content, you’ll already be ahead of most of your competitors.

Next up: Your SEO kickstart checklist for small businesses →

Want to dig deeper?

If you’d like to learn how to use SEO to grow your business (without the jargon), check out more of our SEO for small businesses resources. We explain how to choose keywords, create great content and track your progress,  all in language that makes sense.