Search Engine Optimisation (SEO) has come a long way over the years. While some strategies were once key to ranking highly, times have changed, and clinging onto outdated SEO tactics can actually backfire now. If you want to stay relevant and keep your SEO game strong, here’s a look at what not to do in 2024—and what you should be focusing on instead.
Keyword Stuffing
Keyword stuffing used to be a ticket to the top of the rankings. Not anymore. Today, search engines have evolved past simple keyword frequency and can easily spot excessive repetition. So, when content is crammed with keywords, it reads awkwardly, feels unhelpful, and, worse still, risks penalties.
What to Do Instead: Think naturally. Write with users in mind, incorporating related terms and synonyms instead of stuffing the same phrase into every paragraph. Google now rewards readability and relevance, not robotic repetition.
Exact Match Domains and Keyword-Heavy URLs
The days of “buycheapshoesonline.com” ruling the rankings are over. Exact match domains (EMDs) once had their place in SEO, but Google’s approach has evolved, giving brand-focused domains and simpler URLs more credibility.
What to Do Instead: Choose a domain that reflects your brand well and create URLs that are easy to read and remember. A concise, brand-focused URL will perform better and build trust with users—without the spammy feel of EMDs.
Quantity Over Quality in Backlinking
It wasn’t long ago that SEO specialists were in a frenzy to get as many backlinks as possible. But Google’s emphasis on quality has rendered quantity a poor metric. In fact, 92% of SEO specialists confirm that link-building remains essential, but it’s more nuanced today. Nearly 95% of web pages still have zero backlinks, meaning there’s huge opportunity if done right (Source: SEOPROFY).
What to Do Instead: Prioritise high-quality links from relevant, authoritative sites over sheer numbers. A few genuine connections from reputable sources will now boost your ranking far more effectively than dozens of low-value links.
Purely Text-Based Content
SEO content was once a text-heavy game, but user expectations have grown beyond simple text. Walls of words now struggle to keep attention, and search engines are picking up on this shift.
What to Do Instead: Mix it up! Integrate images, videos, infographics, or even podcasts to make your content more dynamic. Not only does this enhance user engagement, but it also signals to search engines that your content is diverse and valuable.
Skipping Mobile Optimisation
It seems obvious, yet some sites still fail to put mobile users first. With mobile now representing over 59% of global internet traffic and around 60% of online sales in e-commerce, it’s essential to be mobile-friendly (Source: SEOPROFY & MONSTERINSIGHTS).
What to Do Instead: Ensure your site is responsive, with fast loading times and easy navigation on smaller screens. This is no longer optional; with mobile-first indexing, Google expects mobile-friendly experiences.
Internal Link Overload
Internal links are helpful—until there are too many. If every sentence seems to link to another page on your site, you may overwhelm users and diminish each link’s value.
What to Do Instead: Place internal links where they add value and help users. Instead of overloading your content with links, use them strategically to guide users through relevant pages. This is about clarity, not clutter.
Using Meta Keywords
Once upon a time, meta keywords were essential. But search engines phased them out long ago, rendering them obsolete for SEO. Some still pack meta tags with keywords hoping for a ranking boost, yet these tags are now ignored entirely by Google.
What to Do Instead: Focus your energy on crafting a compelling meta title and description. Although these don’t officially impact rankings, they influence click-through rates, which can ultimately improve your site’s visibility.
Thin Content and “Doorway” Pages
Low-quality pages built solely to hit keywords, aka “doorway pages,” were once common. Now, thin content or pages lacking user value not only fail to impress Google—they actually risk a penalty.
What to Do Instead: Invest in quality over quantity. Craft content that genuinely answers user questions, provides value, and reflects your expertise. The payoff? Higher engagement and more authority in your niche.
Ignoring Core Web Vitals
With Google now factoring in Core Web Vitals, pages that are slow, unstable, or unresponsive risk falling behind. These metrics measure load time, interactivity, and visual stability—key aspects of a positive user experience.
What to Do Instead: Regularly test your site’s performance using tools like Google’s PageSpeed Insights. Small tweaks, like compressing images or reducing unused code, can make a significant impact on your rankings.
Clickbait Titles Without Substance
Clickbait titles may generate clicks, but they’re a double-edged sword. If your content doesn’t deliver on the title’s promise, users will leave just as quickly. A high bounce rate signals to Google that your content didn’t meet user expectations, which can hurt rankings.
What to Do Instead: Write compelling but accurate titles. Creativity is great, but it should align with the content. A strong title draws users in, while quality content keeps them engaged.