SEO can be confusing and even overwhelming. After all, it appears that search engines are continually updating their rules.
That’s why I write these articles. To lay it out clearly for you and make it easy to follow. Following my blog regularly will help you keep up as search engines update and marketers learn more about what works and what doesn’t.
When it comes to SEO, keywords can make or break your rankings. You might think you’re doing everything right—targeting the right phrases, optimizing content, and following best practices. But if you’re making these common keyword mistakes, you could be unknowingly sabotaging your search performance.
In my recent post, “The Power of Semantic SEO: How Google Understands Your Content,” I explained how Google now prioritizes context, intent, and relevance over old-school keyword stuffing. If your ranking strategies are stuck in the past, it’s time for an upgrade.
Here are eight keyword mistakes that could be holding you back—and how to fix them.
1. Ignoring Search Intent
Not all keywords serve the same purpose. Some are meant for research, while others signal a buying intent. If your content doesn’t match what users are actually looking for, Google won’t rank it well.
This can sound overwhelming, but don’t let it deter you. It’s pretty obvious.
For example, the keyword “Buy Grand Piano” will most likely be used to find a grand piano to purchase. Where the keyword “How to choose the ideal grand piano for your needs” is intended for information about the topic.
Fix It:
Before choosing a keyword, ask yourself how users will use that word:
- Is it informational (e.g., “how to optimize keywords”)? Will this keyword be used to learn about something? i.e. How to…?
- Is it transactional (e.g., “best SEO tools for bloggers”)? Will this keyword be used to find a product or service?
- Is it navigational (e.g., “Google Search Console login”)? Will this keyword be used to find specific Internet real estate? You know, like ImpactWebContent.com?
Align your content with what searchers actually want—not just what you think they need.
2. Using Only Exact-Match Keywords
Gone are the days when stuffing an exact-match keyword throughout your article was enough. I covered this in detail in The Power of Semantic Search. In short, Google’s Semantic Search enables it to understand synonyms, related terms, and topic clusters.
Fix It:
Use LSI (Latent Semantic Indexing) keywords—in other words, terms that naturally relate to your main keyword. For example, if your keyword is “keyword strategy,” also include:
- “SEO optimization”
- “ranking factors”
- “keyword research mistakes”
This makes your content more natural, user-friendly, and algorithm-friendly. It also makes it much easier to read and write if you are familiar with your topic.
3. Targeting Keywords With No Traffic Potential
This is a common pitfall to avoid. Fortunately, it can be avoided easily with a little research before you start writing.
Some keywords may appear valuable, but if no one is searching for them, they won’t generate traffic. Conversely, selecting overly competitive keywords can make it almost impossible to achieve a high ranking.
Fix It:
Use keyword research tools like:
- Google Keyword Planner
- Ahrefs
- SEMrush
- Ubersuggest
Look for high-search-volume, low-competition keywords that align with your niche. In other words, look for keywords that receive a high volume of searches and are not well-optimized by many of your competitors. Learning to use the tools listed above may require some effort, but it is worth the investment for the payoff.
One note, there are occasions when choosing keywords that don’t seem to get a lot of traffic does pay off.
1. Your business encompasses highly specialized areas. For example, the keyword “minimalist trail running shoes for wide feet” will be more successful in that area than “running shoes.” See long-tail keywords (#4) below.
2. If your website is new. Target keywords that receive only a few searches but are not yet targeted by your competitors. This can be a good way to start getting found while you wait for your SEO and UX efforts to pay off for your website. This is often called the “low hanging fruit principle.”
3. Local and geo-specific Keywords. If you run a local business, including your location (city) will help you stand out from your competitors.
4. New and Emerging Trends – Those words might not gain much traction now, but they could position you at the forefront of the trend.
4. Neglecting Long-Tail Keywords
Short, generic keywords (e.g., “SEO tips”) are too broad and highly competitive. Long-tail keywords (e.g., “SEO tips for small businesses in 2025”) have lower competition and higher conversion rates.
Remember, though these words have less demand (see #3 above), they often indicate searchers who are more invested in their search. As a result, this can be a powerful tool to improve your success.
Fix It:
Optimize for long-tail phrases that are:
- Specific (e.g., “best keyword research tools for bloggers”)
- Conversational (e.g., “how to rank on Google without backlinks”)
- Intent-driven (e.g., “SEO strategies for e-commerce sites”)
5. Stuffing Keywords Unnaturally
Keyword stuffing is an old SEO trick that no longer works. In fact, it can harm your rankings. Google prioritizes readability and value over keyword frequency.
Fix It:
Write naturally. Aim for a natural keyword density (around 1-2%) and focus on quality content. If a keyword feels forced, rewrite the sentence rather than forcing it in.
6. Not Using Keywords in Strategic Places
Placement. When organizing an event, we position key personnel and/or signs at the entrance to guide traffic. The same concept applies to keywords for all the same reasons! You want Google to recognize where it is, allowing it to direct your traffic effectively.
In other words, you might have great keywords, but if they’re not in key locations, they won’t be as effective.
Fix It:
Incorporate your keywords naturally in:
1. Title tags (H1)
2. Meta descriptions
3. URL slugs
4. The first 100 words
5. Image alt text (all too often overlooked)
6. Subheadings (H2, H3)
Google scans these areas first, so optimize wisely.
7. Forgetting About Internal Links
Your SEO relies not only on keywords but also on the connections within your content. If you’re not internally linking to relevant pages, Google won’t grasp how your content relates to one another.
Fix It:
- Link to related blog posts within your content
- Use descriptive anchor text (e.g., “learn more about Semantic SEO” instead of “click here”)
- Keep users engagedby guiding them to more valuable resources
This strategy has three benefits:
- Boosts SEO
- Improves user experience (UX)
- Keeps visitors on your site longer.
8. Not Optimizing for Voice Search
With AI-driven search and voice assistants, such as Siri and Alexa,the way people search is evolving. Increasingly, people are relying on voice assistants to initiate their searches. As a result, your website needs to be prepared.
Mistake: Focusing only on traditional typed queries.
Fix: Optimize for conversational, question-based keywords.
Example: Instead of just “best protein powder,” include:
- “What is the best protein powder for muscle gain?”
- “Which protein powder is best for beginners?”
Bonus: Make full use of:
- FAQ Pages
- Schema Markup (talk to your webmaster)
These will help Google surface your content in voice search results more effectively.
Final Thoughts
SEO is constantly evolving, and keyword mistakes can quietly kill your rankings. By addressing these eight errors, you can create content that is optimized for both users and search engines.
Remember:
· Focus on search intent
· Use semantic & long-tail keywords
· Place keywords strategically
· Improve your internal linking
If you’re ready to take the next step, learn how to write blog posts that actually rank. This companion article walks you through what makes content rank-worthy in today’s search landscape.
Did you find this helpful? If so, be sure to check out “The Power of Semantic SEO” for even deeper insights into how Google understands content.
Want Expert Eyes on Your Website? SEO mistakes can cost you traffic, but you don’t have to figure it out alone. Book a free 30-minute audit consultation (link opens to my Calendly page). During the consultation, I’ll give you an expert’s first impression of your site—plus 2–3 actionable improvements you can apply immediately.
Spots are limited—schedule yours today!
Are you making any of these keyword mistakes? Drop a comment below!