There are plenty of people who claim that SEO is a science. They say nearly every problem can be solved with a repeatable solution and that high page ranking is more of a function of long hours than smart work. They are wrong.
Proper SEO is more of an art than a science. Sure, there are plenty of repeatable steps the best guys practice in order to up your website’s visibility, but to think there’s any kind of one-size-fits-all approach will get you in a situation just like JCPenney.
Here are a few of our most-seen SEO mistakes that far too many people make.
1. Serving broken pages with a 200 response code
So you moved content, deleted a page or just didn’t get around to finishing a page you started. Do you leave it there? Of course not, unless you’re Greyhound. Greyhound.com/locations should be redirecting to the new Greyhound locations page, but apparently whomever constructed their site doesn’t seem to think so.