SEO has changed a lot over the years. Google has made a multitude of updates to its core algorithm in an effort to improve user experience. In the early days of the Internet, many SEO techniques were used that are now considered “black hat.” Using these techniques back then could result in Google displaying your page higher than it truly warranted. Now, however, employing black hat SEO techniques to manipulate search rankings will actually result in Google punishing your web page and lowering your rankings instead.

While some black hat SEO techniques are obvious, others might not be. So in 2021, what SEO mistakes should you avoid making?

Why Is Keyword Stuffing Bad?

Keyword stuffing is the technique of using the same keyword as many times as possible within the same page. In the past, keyword stuffing would help your site rank better for searches containing those keywords. However, now, Google considers too many of the same keyword to be a bad user experience.

How Many Times Should I Use a Keyword?

Put yourself in your reader’s shoes. If the same word is repeatedly used and for no purpose other than to manipulate Google, it doesn’t make the content very enjoyable for the user to read. Your content should be for your users, not for Google. Use the keyword as many times as needed for the user’s benefit, and no more. Google can crawl your page for a specific search with just one instance of your keyword.

Why Should I Avoid Duplicate Content?

There are multiple problems with duplicate content. To start, having content that is too similar to other content you already have doesn’t make for a very good user experience. Users want new and interesting content. The same thing they’ve already read before doesn’t provide them with anything new.

The second problem is that Google will have to choose between the pages. Google won’t necessarily punish pages that contain duplicate content, but you’ll have to split potential results between the pages with duplicate content. Google won’t display both for a particular search, only the page that is considered most relevant to the search. This means that one page may be stealing views from the other. It’s better to combine what unique content exists between the duplicate pages and create one more thorough page.

Why Is EAT So Important?

The final major mistake that many make with SEO is ignoring EAT. EAT stands for:

• Expertise
• Authority
• Trust

Having high-quality content is necessary for good SERP rankings, but it’s not the only major factor. EAT is about building a brand that is trustworthy. If users know they can trust in your expertise and know that you’re an authority on your particular subject, they’re more likely to not just stay on your site to read one page, but also be repeat visitors. Others web pages are more likely to contain links to your content.

More readers staying longer and more links to your site will help your Google rankings on their own. Google looks at these signals of a good user experience to influence your SERP rankings. The better you build your brand as an authority in your subject that readers can trust, the higher your rankings and the more visits you’ll receive.