Let’s be real: SEO can be tricky. As a Sarasota business owner, you might have heard that getting to the top of search results is key to growing your online presence, but putting that advice into action is easier said than done. With so many aspects to manage—keywords, content, backlinks, and local listings—there are plenty of ways SEO efforts can go sideways.
Today, we’ll cover some common SEO mistakes Sarasota businesses make and, more importantly, how to avoid them. By steering clear of these pitfalls, you’ll have a much better chance of making SEO work for you and connecting with the customers who matter most.
1. Ignoring Local SEO
One of the biggest mistakes Sarasota businesses make is not focusing on local SEO. While general SEO can help you rank in broader searches, optimizing for local search is essential for attracting nearby customers who are ready to visit or call. In a city like Sarasota, where locals and tourists alike rely on “near me” searches to find businesses, missing out on local SEO means missing out on valuable traffic.
How to Fix It:
- Claim and Optimize Your Google Business Profile: This is your first step. Your profile should be complete, accurate, and up-to-date, with correct business hours, contact info, and photos.
- Use Location-Specific Keywords: Include terms like “Sarasota” and “Siesta Key” in your keywords. Phrases like “best seafood Sarasota” or “Sarasota real estate agent” help attract local searchers.
- Get Listed in Local Directories: Make sure your business is listed on Sarasota directories, such as the Sarasota Chamber of Commerce site or Visit Sarasota.
2. Using Keywords Incorrectly
Keyword use is crucial for SEO success, but a lot of businesses either overdo it or don’t do it enough. Keyword stuffing—loading your content with repetitive keywords—can make your website look spammy to both users and search engines. On the flip side, failing to include relevant keywords means your content may not align with what your audience is searching for.
How to Fix It:
- Focus on Keyword Placement: Use keywords naturally in titles, meta descriptions, and throughout your content without overloading. For example, if you own a Sarasota coffee shop, phrases like “best coffee in Sarasota” or “Sarasota artisanal coffee” should appear organically in your content.
- Use Long-Tail Keywords: Instead of single keywords like “restaurant,” try more specific phrases like “family-friendly restaurant Sarasota.” These longer phrases have less competition and can bring in more qualified leads.
- Keyword Research Tools: Invest in tools like Google Keyword Planner, Ahrefs, or SEMrush to help find the right keywords for your business.
3. Neglecting Mobile Optimization
With so many people using mobile devices to search on the go, having a mobile-friendly website isn’t optional. In Sarasota, where tourists and locals alike rely on their phones to find restaurants, hotels, and services, a non-optimized website can mean a big loss in traffic. Google also prioritizes mobile-friendly sites in search rankings, so neglecting this area can hurt your visibility.
How to Fix It:
- Use Responsive Design: A responsive design means your site will adjust to fit any screen size. Test your site on different devices to make sure it looks good everywhere.
- Improve Loading Speed: Use tools like Google PageSpeed Insights to check your loading time. Slow pages frustrate users and lower your chances of ranking well.
- Simplify Navigation: On mobile, users should be able to quickly find what they need. Avoid cluttered menus and make sure buttons are easy to tap.
4. Overlooking On-Page SEO Elements
On-page SEO elements, like meta titles, meta descriptions, headers, and image alt text, play a big role in how search engines interpret and rank your content. Many Sarasota businesses overlook these, which means they’re missing out on an easy way to improve their SEO.
How to Fix It:
- Write Clear Meta Titles and Descriptions: Use your primary keywords naturally in meta titles and descriptions. For instance, “Best Mexican Restaurant in Sarasota – Fresh, Local, and Delicious” tells both Google and potential customers exactly what your business is about.
- Use Headers to Organize Content: Headers (like H1, H2, and H3 tags) help structure your content and make it easier to read. Search engines also use headers to understand the main topics on your page.
- Add Alt Text to Images: Alt text is a description of your images that helps search engines understand what’s in them. Describe the image accurately and use relevant keywords if it makes sense to do so.
5. Failing to Track SEO Performance
If you’re not tracking your SEO efforts, it’s hard to know what’s working and what isn’t. Many Sarasota businesses invest time and resources into SEO without setting up proper tracking, which means they’re missing out on valuable insights.
How to Fix It:
- Use Google Analytics and Google Search Console: These free tools provide data on website traffic, user behavior, and keyword performance. Use them to see which pages and keywords are driving traffic.
- Set Measurable Goals: Decide what success looks like for your business. Are you trying to get more website visits, improve rankings for specific keywords, or increase calls from Google Maps? Clear goals will help you measure progress.
- Regularly Review and Adjust: SEO is a long-term game, and strategies need to be updated based on performance. Check your analytics monthly to spot trends and make adjustments as needed.
6. Ignoring User Experience
SEO isn’t just about keywords and rankings; it’s also about creating a positive experience for users. If your website is slow, hard to navigate, or full of intrusive ads, visitors are less likely to stick around, and Google notices. Poor user experience (UX) can lead to high bounce rates, which negatively affect your rankings.
How to Fix It:
- Improve Site Speed: Compress images, use browser caching, and remove any unnecessary plugins to make your site faster.
- Organize Your Layout: Visitors should be able to easily navigate your website. Use clear menus, visible contact information, and a search bar if you have a lot of content.
- Focus on Readability: Use short paragraphs, bullet points, and clear headers to make your content easy to read. The easier it is for users to find information, the better their experience.
7. Not Building Local Backlinks
Backlinks—links from other websites to yours—are one of the top ranking factors for Google. But for local businesses, not just any backlink will do. Sarasota businesses should focus on local backlinks from sites within the area, as these boost credibility with both search engines and potential customers. Not sure where to start? Hire my Sarasota SEO Agency to get the job done.
How to Fix It:
- Get Listed in Local Directories: Listing your business on Sarasota-based directories or on the Sarasota Chamber of Commerce website can help.
- Collaborate with Local Businesses: Partner with other Sarasota businesses for events, blog posts, or cross-promotions. They may link back to your site, creating valuable local backlinks.
- Sponsor Local Events: Sarasota has many community events, and sponsoring one often includes a link from the event’s website. This is a great way to gain local exposure and an SEO boost.
8. Underestimating the Importance of Reviews
For local businesses, reviews are a powerful form of social proof that influence SEO. Many Sarasota businesses underestimate the importance of reviews, which can help build trust, increase click-through rates, and boost your rankings on Google Maps.
How to Fix It:
- Encourage Happy Customers to Leave Reviews: Ask satisfied customers to leave reviews on Google, Yelp, or industry-specific platforms.
- Respond to All Reviews: Acknowledge every review, whether it’s positive or constructive. Engaging with reviews shows customers that you care about their experience.
- Feature Positive Reviews: Display some of your best reviews on your website or social media to build credibility with potential customers.
9. Trying to Do Too Much Too Fast
SEO takes time, and trying to do everything at once can lead to burnout and haphazard results. Many Sarasota business owners get overwhelmed by the complexity of SEO and either quit too early or make rushed, ineffective changes.
How to Fix It:
- Prioritize Key Areas: Start with the most impactful actions, like optimizing your Google Business Profile or improving website speed.
- Take a Steady Approach: SEO is a marathon, not a sprint. Focus on small, consistent improvements rather than drastic changes.
- Consider Professional Help: If SEO feels overwhelming, consider hiring a Sarasota-based SEO expert who can handle the technical work and develop a steady, effective strategy.
Final Thoughts
SEO can be a powerful tool for growing your Sarasota business, but common mistakes can get in the way of seeing real results. By focusing on local SEO, using keywords wisely, optimizing for mobile, and building a strong foundation with quality content and local backlinks, you can avoid these pitfalls and boost your visibility in search results.
Remember, SEO is an ongoing effort. Success doesn’t happen overnight, but with the right approach and a focus on avoiding these common mistakes, your Sarasota business can connect with more local customers and reach new heights.
So, start small, track your progress, and keep optimizing. With each step, you’ll be setting your business up for long-term growth and success in Sarasota’s competitive market.