The biggest mistakes I see in SEO projects

After years of working on SEO projects for various industries, I often see the same mistakes recurring. These are usually the result of a lack of structure, wrong priorities or an incomplete approach. I list the main pitfalls, in the order in which they usually occur in a project.

1. Starting without a solid strategy

I often see companies start with SEO without a clear plan. Many SEO specialists start immediately with content or backlinks, without clear goals, audience analysis or priority list. Search intent research is also important. Without a strategic foundation, your efforts yield less.

A good start requires a comprehensive audit: do a technical analysis, do a content review, conduct a competitive research and gain insight into search intent. Only then can you create a roadmap that will guide all actions.

2. Focus on keywords rather than topics

A second common mistake is chasing keywords too literally. These days, it is not enough to bet on single terms. Search engines and AI systems look at the full thematic coverage of a topic. Those who only look at individual keywords create fragmented content that does not exude clear authority.

De oplossing is werken met contentclusters. Een centrale hubpagina dekt het hoofdonderwerp, terwijl ondersteunende pagina’s subonderwerpen behandelen. Samen vormen ze een sterk inhoudelijk netwerk dat beter scoort op topical authority. (1)

3. Push technical SEO to the background

Even the best content performs poorly if the technical SEO is lacking. I often see that load speed, mobile-first optimization, structured data and crawlability don’t get attention until later. Sometimes it doesn’t happen at all. This can cause indexing problems and makes for poor visibility, especially in AI-driven search results.

Technical SEO should be part of your SEO strategy from day one. A fast, accessible and well-structured site increases the likelihood that both search engines and AI will understand and use your content. (2)

4. Isolate SEO from other marketing activities

SEO does not stand alone. If your content, campaigns and brand communications are not aligned, you are not taking advantage of the connection between these elements. I often see social media, for example, not referencing SEO content or not applying insights from paid campaigns to organic optimization. That’s important, though. By integrating SEO with other channels, you strengthen your reach and consistency.

Use SEA data to quickly test which keywords are catching on and which messaging is best to use. Translate those insights into your organic strategy.

5. No continuous process of improvement

SEO is not a one-time project. Yet I see trajectories where attention slackens after a round of optimization. Search intentions change, competitors improve their content and algorithms are adjusted. Therefore, without regular evaluation and adjustment, your website quickly loses ground.

For an effective approach, schedule regular review times for technical checks, content updates and competitive analysis. This will keep your SEO performance current and ready for the future.

6. Using incorrect or incomplete KPIs.

Many SEO specialists measure their success solely by organic traffic. That’s too limited these days, especially with zero-click searches and AI answers making up an increasing portion of search traffic. You may end up with fewer clicks but still have more visibility in search results.

Don’t just measure your traffic and positions. It’s also important to measure how often your content is included in AI replies. Also look at the growth of brand mentions. Further, make sure your topical coverage is complete. This gives a more realistic picture of your actual SEO impact.

7. Ignoring E-E-A-T and brand signals.

Experience, Expertise, Authoritativeness and Trustworthiness are no longer abstract guidelines, but important ranking and selection criteria. Yet I see trajectories where no effort is made to show authorship, brand reputation or other affirmations of authority. Without these signals, you are less likely to be included in AI-generated responses. You are also less likely to be seen as a trusted source.

By actively working on brand reinforcement, collecting reviews and making expertise visible, you improve your position in the eyes of both users and systems. Also remember that E-E-A-T is strengthened by clear author mentions, company profiles and link consistency across platforms. (3)

Those who recognize these errors and correct them structurally usually see measurable results within a few months.

Results of a structured approach

A B2B client in the IT industry showed me what happens when you structurally address common SEO pitfalls. After a thorough SEO audit, we established new priorities. I worked on technical improvements, content cluster restructuring and a measurement plan that included visibility into AI responses.

Within four months, visibility in SERPs increased by 25%, but more importantly, the quality of traffic increased. Leads came more often from relevant search intentions, demonstrating that SEO only delivers when strategy, technology and content are aligned.

Summary

The biggest mistakes in SEO projects occur because things are done too quickly, without using the right order and without consistency. Those who start with a strong strategy work from topics rather than individual keywords. If you take technical SEO seriously, integrate it into other channels and continuously optimize, you will build a foundation that can withstand changes in search engines and AI interfaces.

SEO these days requires structure, consistency and longevity. Those who master that prevent efforts from being wasted and get the most out of every investment.

Frequently asked questions about SEO mistakes

You obviously want to avoid SEO mistakes, but in doing so, you probably have some questions. That’s why I answer the questions I hear most often below.

What is the biggest mistake during SEO projects?

The biggest mistake is starting without a strategy. Many SEO specialists skip the audit phase and focus directly on content or backlinks, missing the foundation.

Why isn’t focusing on keywords enough anymore?

This is because search engines increasingly understand the context and intent behind a search query. A loose focus on keywords leads to fragmented content without cohesion, whereas topical authority calls for cohesion and completeness.

How often should I evaluate my SEO approach?

Evaluate your SEO strategy at least quarterly. SEO is constantly changing due to updates, competitor actions and shifts in search intentions. Without set evaluation times, you fall behind.

What is the risk of underestimating technical SEO?

A slow or poorly structured site won’t be fully indexed if you don’t pay enough attention to technical SEO. As a result, strong pages remain invisible and you miss out on opportunities, even if your content is good.

How do I measure my success?

Look at other things besides traffic and positions. Also analyze mentions in AI responses, growth in branded searches and coverage of your content clusters. This will give you a realistic picture of where you stand in terms of SEO.