10 SEO Mistakes Small Businesses Make & How to Fix Them

📌 TL;DR

Small businesses often make easy-to-fix SEO mistakes—from skipping keyword research to neglecting mobile experience. This article covers 10 common pitfalls and offers clear fixes. Plus, it explains how to build trust and authority online using Google’s E‑E‑A‑T framework.

What you’ll walk away with:

• How to choose the right keywords (no guesswork)
• Why less is more with keyword usage
• How to optimise page titles & meta descriptions
• Make your site mobile‑friendly and speedy
• Use internal links to guide readers
• Create generous, helpful content that sticks
• Track what’s working via analytics
• Breathe new life into existing content
• Demonstrate experience, expertise, authority & trust
• Use stories, reviews & updates to build credibility
• And clear, confidence-boosting steps you can start using today—keep reading to see how

 

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Let’s Make SEO One Less Thing to Worry About

Running a small business is a daily adventure. You’re spinning plates—serving customers, managing admin, and squeezing in time for marketing. With so much going on, SEO can feel like a puzzle you’d rather leave unsolved. 

The truth? A few simple tweaks can help your website get noticed, bring in more visitors, and build trust with both Google and your dream clients.

Why SEO Mistakes Matter for Small Businesses

Every business owner wants their website to work harder—attracting the right people, building trust, and turning visitors into loyal customers. Yet, with limited time and resources, it’s easy to slip into habits that quietly hold your site back. 

Even small missteps can mean missed opportunities, fewer enquiries, and less visibility online.

The good news? Most SEO mistakes are easy to fix once you know what to look for. By understanding where things often go wrong, you can make simple changes that have a big impact. Let’s look at the most common SEO mistakes small businesses make, and—more importantly—how you can sidestep them with confidence and clarity.

The Trap of Guesswork

Many small businesses skip keyword research, thinking their words will reach the right audience on their own. But guessing rarely works. Imagine walking into a crowded room and whispering, hoping the right person hears you. Instead, take a few minutes to discover what your ideal clients are actually searching for. Free tools like Google Keyword Planner can help you find those golden phrases that will bring the right people to your digital doorstep.

Overusing Keywords

It’s tempting to cram keywords into every sentence, thinking it will boost your ranking. But too many keywords make your writing clunky and stiff. Google’s clever, and so are your readers—they both want content that flows naturally. Think of keywords as seasoning: just enough brings out the flavour, but too much spoils the dish.

Missing the Magic of Page Titles

Your page title is your shop window. If it’s bland or missing your main keyword, you’re missing out on clicks. A clear, inviting title draws people in and helps search engines understand what your page is about. Make it sparkle with a sensory word or a promise of value.

Overlooking Meta Descriptions

Meta descriptions are your chance to tempt readers before they even land on your page. A snappy, benefit-led summary with a touch of personality can make all the difference. Use this space to show what makes your page special and invite curiosity.

Forgetting Mobile Users

Most people browse on their phones. If your website feels awkward or slow on mobile, visitors will vanish in seconds. Test your site on different devices. Make sure images load quickly, buttons are easy to tap, and text is clear even on a small screen.

Heavy Images, Slow Site

Big, high-res images might look beautiful, but they can bog down your website. Compress images so they load fast, and always add descriptive alt text. This not only helps search engines but also makes your site more accessible for everyone.

Skipping Internal Links

Internal links are like signposts, guiding visitors to other helpful pages on your site. They keep people exploring and help search engines understand how your content connects. Think of it as creating a welcoming path through your website.

Thin Content, Thin Results

Short, vague pages leave visitors wanting more. Share your expertise, answer real questions, and offer practical steps. When your content feels generous and detailed, people stay longer and trust you more.

Ignoring Analytics

You can’t improve what you don’t measure. Checking your website stats shows you which pages attract traffic and which ones need a little extra sparkle. Use these insights to refine your content and keep growing.

Letting Old Content Gather Dust

Websites aren’t “set and forget.” Refresh older posts with new tips, updated facts, or clearer calls to action. A quick polish can bring older content back to life and keep your site feeling fresh.

What is E-E-A-T, and Why Does It Matter?

You might see the term E-E-A-T floating around in SEO advice. It stands for Experience, Expertise, Authoritativeness, and Trustworthiness.

— “Experience” means you’ve actually done what you’re talking about—like running your own business or using a product yourself.

— “Expertise” is about having real knowledge in your field.

— “Authoritativeness” shows you’re recognised as a go-to source.

— “Trustworthiness” means people can believe what you say.

In simple terms, it’s Google’s way of checking if your content is reliable, helpful, and written by someone who knows their stuff.

Google uses these qualities to determine which websites earn top spots in search results. This is especially important for topics that impact people’s lives or businesses. Focusing on E-E-A-T helps you build a site that visitors—and Google—can trust.

Building Trust and Authority the E-E-A-T Way

Avoiding mistakes is a good start. But to stand out online, you need to show your experience, expertise, authority, and trustworthiness. That’s what Google’s E-E-A-T guidelines are all about.

What does E-E-A-T look like for a UK small business?

Take LJ’s Ladies Boutique, founded by Leesa Sharpe. When the pandemic shut down her high street shop, Leesa took her business online. She didn’t just sell clothes—she shared honest styling advice and opened up about her journey as a curvy woman in the fashion world.

That personal touch gave her instant credibility. Her practical tips and genuine care built trust and expertise. By listening to her community and adapting her business, Leesa’s authority grew.

Today, her boutique has tens of thousands of loyal followers and national recognition. She even landed a spot on the F:Entrepreneur #ialso100 list. This is E-E-A-T in action: real experience, expertise, authority, and trust, all built by putting people first.

Bring Your Own Story to Life

Share stories from your own journey—what worked, what didn’t, and what you learned along the way. Offer advice that only someone in your shoes could give. Invite clients to share testimonials and reviews, adding real voices and social proof to your site. For example, you could share a customer’s kind words on your homepage. Or, highlight a case study that shows how your product made a difference in someone’s life.

Be Open, Be Helpful

Be open about who you are and what you offer. Add a friendly bio, keep your content accurate, and update it when things change. Write for real people, not just for Google. Break down complex ideas, use clear language, and always focus on helping your reader.

Keep Listening and Improving

Check your analytics, listen to feedback, and keep improving. The more you adapt and update, the more your authority grows.

SEO Doesn’t Have to Be a Headache

SEO doesn’t have to be a headache. Avoid common mistakes and include E-E-A-T in everything you publish. This will help you create a website that’s welcoming, trustworthy, and easy to find. Your words can work harder for you, bringing in more visitors, leads, and loyal customers—one confident, clear step at a time.

Your Next Steps to Stand Out Online

Ready to put these ideas into action? If you haven’t already, sign up below to get The Copy & Clarity Edge—my newsletter packed with practical tips, real-life stories, and easy-to-use tools for women-led small businesses. As a thank you, you’ll also receive my free guide, 5 Best Content Creation Secrets, designed to help you avoid common SEO mistakes and see results right away.

Just pop your first name and email in the box below, and I’ll send everything straight to your inbox. You’ll always know exactly what to do next for your website—without the overwhelm.

Already have the freebie? Take it a step further and visit the shop. You’ll find popular digital resources, like the Copy to Cash flashcards. They make SEO writing and content planning easier for women-led businesses. Each tool is crafted to help you save time, boost your confidence, and turn your words into results.

Let’s make your website work harder for you—starting today.