At Eternity, we’ve been in the SEO game long enough to see trends come and go. But even as search engines evolve and AI tools become more sophisticated, many content creators and business owners are still struggling with the basics.
That’s okay—digital marketing is always changing. Our job is to guide you through those changes with clear, human-centered strategies that actually make a difference.
Let’s explore 10 common SEO mistakes we’re still seeing in 2025—and how you can avoid them.
1. Skipping Intent and Jumping Straight to Keywords
SEO starts with understanding the “why” behind the search, not just the words.
What we’re seeing:
Great keyword? Check. But the content doesn’t reflect what the user really wants.
Real-world example:
Someone searches “best CRM for small business” and lands on a 2,000-word article that never actually names a CRM.
A better approach:
Before you write, ask: What is this person trying to do? Decide, compare, buy, learn or navigate? Then build your content around helping them do that. Choosing the right SEO keywords is important, but understanding the "why" behind each search matters just as much.
2. Writing for Robots, Not People
If it doesn’t sound human, it won’t connect or rank well.
What we’re seeing:
In an effort to win over AI Overviews and voice search, some content starts to sound…well, weird.
Real-world example:
A services page that repeats the phrase “Vermont website design agency” in every sentence. Yikes.
A better approach:
Write the way you speak. Lead with clarity. Trust that helpful content, structured well, is what both Google and your customers want. Well-optimized content connects authentically—without sounding like a robot.
3. Overusing AI Without Adding a Human Touch
AI can help you write, but it can’t replace your perspective.
What we’re seeing:
Pages that sound polished but say nothing new. No insights. No heart.
Real-world example:
A blog post on “Top Marketing Trends” that could apply to 2020, 2023 or 2030 because it was written without your voice.
A better approach:
AI tools can be helpful in structuring or drafting content, but the human perspective is what builds trust. Share real experiences, wins and lessons.
4. Letting Old Content Collect Dust
Outdated or duplicate content drags your site down—keep it fresh and focused.
What we’re seeing:
Websites full of outdated content, duplicate topics or broken links, especially in blog archives.
Real-world example:
A business has three blog posts about “SEO tips”—from 2019, 2021 and 2023—but none reflect current best practices.
A better approach:
Do a content audit every 6–12 months. Update, merge or remove anything outdated. And don’t forget, there’s real value in learning how to repurpose what you already have.
5. Neglecting Schema Markup
Structured data tells search engines what your content means, not just what it says, making it easier to feature in search results.
What we’re seeing:
Content that’s helpful, but invisible to rich search results because it lacks structured data.
Real-world example:
An FAQ page that could easily show up in a People Also Ask box but doesn’t, because it’s not using FAQ schema.
A better approach:
Add schema markup to FAQs, events, articles and reviews to improve search visibility and context. It’s one of the most overlooked on-page SEO best practices. Beyond metadata, your site’s performance—especially on mobile—can make or break rankings
6. Failing Core Web Vitals on Mobile
A beautiful site means nothing if it’s slow or glitchy on phones.
What we’re seeing:
Websites that look amazing on desktop but load slowly, jump around or frustrate users on mobile.
Real-world example:
A beautiful homepage that takes six seconds to load on a smartphone. Most users bounce before it finishes.
A better approach:
Check your Core Web Vitals regularly, especially mobile speed and layout shifts. These are among the most common SEO mistakes small businesses make—but they’re also some of the easiest to fix.
7. Overlooking Accessibility
Design with everyone in mind—accessibility is good UX and good SEO.
What we’re seeing:
Content that looks great but isn’t usable for everyone.
Real-world example:
Text over busy backgrounds, missing alt text or buttons labeled “Click here.”
A better approach:
Design your content with everyone in mind. Accessibility isn’t just about compliance—it’s about building a brand that includes your whole audience. (And it might be what’s missing from your digital marketing strategy.)
8. Weak or Aimless Internal Linking
Guide users (and Google) with thoughtful, purposeful links.
What we’re seeing:
Pages with no links or links that go to random blog posts “just because.”
Real-world example:
A blog about branding that doesn’t link to your own branding services. Missed opportunity.
A better approach:
Internal links should guide the reader naturally to related resources or next steps. A good structure improves UX and rankings. Learn more about how to make the most of your content with internal linking.
9. Ignoring How the SERP Has Changed
Ranking high isn’t enough—visual content and SERP features now dominate.
What we’re seeing:
Clients chasing top 10 rankings without realizing the top half of the SERP is now AI answers, video, maps and product carousels.
Real-world example:
A blog ranks #4—but sits below an AI overview, a video carousel and a People Also Ask box. It barely gets clicked.
A better approach:
Visual and video content isn’t optional—it’s essential. Video content now plays a critical role in SEO success, especially for competitive keywords.
10. Measuring the Wrong Metrics
Traffic is nice—but conversions, engagement and behavior are what matter.
What we’re seeing:
Still focusing only on keyword rankings and traffic volume.
Real-world example:
Ranking #1 for a keyword that brings zero conversions. What’s the point?
A better approach:
Measure what matters:
- Engagement (scroll depth, time on page)
- Conversions (form fills, clicks, purchases)
- Behavior flow (what they do after landing)
SEO isn’t just about getting seen; it’s about making meaningful connections that lead to action.
Final Thought: SEO That Puts People First Wins
Search is changing—but the need for human connection isn’t. At Eternity, we believe SEO should serve people first and search engines second. That’s how we help our clients grow: with empathy, clarity and the right tools to support their goals.
It’s not just about rankings—it’s about building trust. That’s what we do best at Eternity: creating digital experiences that help your brand connect and convert.
Want help avoiding these pitfalls on your site? Let’s talk.
Downloadable SEO Mistakes Checklist (2025 Edition)
We’ve turned this list into a handy PDF for you to reference during audits and content planning.
Download your checklist:
