A friend of mine is engaged, and I am to be one of her bridesmaids. As a four-time bridesmaid, I’ve unfortunately been to more wedding blogs and bridal shop websites than a sane human should. Some are fantastic, doing everything SEOs recommend: engaging and well-written content, a solid back link profile, good information architecture, attractive designs and clean code. And as with any industry, a large number are poorly designed and built, and even more poorly optimized.
Recently, my friend and I were going wedding dress shopping, and she sent me to the website of the bridal store she’d chosen. I was slightly horrified.
I’d like to say this was one of the worst wedding sites I’ve seen, but the errors they were making are quite common to sites across sites in all niches. From keyword stuffed content pages, to duplicate content, and spammy back links, this shop was doing nearly everything SEOs consider to be wrong.