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6 SEO Mistakes to Avoid When Designing Your Brand’s Website

68% of all online experiences begin with a search engine. Search Engine Optimization, or SEO, improves your website’s ranking in Search Engine Results Pages (SERPs) and ensures relevant results for your users. An optimized website can position your business for growth and help provide a better experience for your visitors.

Here are common web design mistakes that may be hurting your online marketing strategy:

Not creating a buyer’s persona

A targeted buyer persona increases email open rate by 2 to 5 times, click-through rate by 14%, and boosts email conversion rate by 10%. SEO starts at understanding and finding your target audience’s common traits, demographics, and buying habits. You must know your audience at the granular level because your brand’s SEO is the customer’s voice.

It helps you select the right keywords that define your products and services in a way that is accessible to your potential customers.


  • Understand the current market trends relating to your target audience
  • Use both historical and real-time data to analyze the changes in customer’s purchasing behavior
  • Carry out research about consumer intent while selecting keyword selections and crafting your outreach strategy.

Skipping title tags & meta descriptions 

36% of SEO experts consider the headline/title tag to be the most important SEO element. Without title tags and meta descriptions, search engines struggle to understand the context of your content. Your website will rank lower in typical searches and be less relevant to specific queries made through voice search.

Website optimization doesn’t end with selecting the right keywords. You must work on title tags and meta descriptions for all website pages. Search engine crawlers and bots consider meta descriptions and title tags as optimizing factors, and if done correctly, they can significantly improve your content’s performance.

Creating the wrong type of content

Another common pitfall in SEO is producing content that doesn’t resonate with your target audience. Once you identify target keywords, your entire content marketing strategy should revolve around them. However, you must avoid creating low-quality work so that you could cram in target keywords.

Publishing non-original content

57% of marketing executives find on-page content development as the most effective SEO tactic. However, a typical mistake is not creating original content for your website and social media accounts. Copying content is a spam practice that can lead you into trouble with search engines. Instead, you must invest in creating original and meaningful content for websites and landing pages. 

Skipping link building

91% of all web pages do not receive organic traffic from Google, mainly because they don’t have backlinks. Backlinks represent a vote of confidence and signal to the search engines that a site vouches for your content and website’s authenticity. Earning backlinks from popular, trustworthy,  and high-authority sites positively affects your site's ranking on SERP. 

About On-Target!

On-Target! is celebrating its 20th year as an award-winning, top digital marketing firm for small businesses helping them thrive and grow. We offer web design, brand strategy, graphic design, social media, SEO, email marketing, PPC, AdWords, lead nurturing, content marketing, media buying, video production, sales, and marketing support. Call us at 281.444.4777 or book a meeting at https://www.ontargetagency.com/meetings/ssteiner.