Digital development in recent years has almost eradicated businesses that operate entirely off-line. In order to keep up with consumer demand, even small businesses have had to make a website and engage in SEO. However, small businesses are more likely to make mistakes with their SEO strategy. Business 2 Community´s website lists the most common mistakes and proposes ways to fix them.

The most wide-spread problem for small companies is content duplication. They sometimes find it difficult to add fresh and unique content to their sites and prefer to take content they like from other sites. However, they may not realise that this affects their search engine ranking. In order to deal with this problem, small businesses should either produce the content themselves, or appoint a professional copywriter to do this. The same refers to the freshness of content; old and dated copy will have a negative effect, so try to post new content regularly.

Another major mistake is selecting the wrong keywords. Very often small businesses are unwilling to take the risk and go for the highly searched and more competitive keywords when targeting. It is useful to make a list of keywords that realistically reflect the specific business and products. Then, this list could be checked with Google AdWords to find out if the keywords are worthy of targeting in organic search and look at their number of impressions and their conversion rates. Looking at competitors´ link building is also useful for a comparison.

Title tags are also a problem area, particularly for small businesses, as very often they fail to optimise them. According to Business 2 Community, there are a few simple rules regarding title tags optimisation: they should be unique and relevant to the website; they should be kept at a maximum of 70 characters, with the most important keywords placed at the beginning; and they should not be overloaded with keywords.