The Hidden SEO Mistakes That Were Hurting My Business

By Michael McDougald

picture of a keyboard saying "seo mistake"

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I never imagined that my detour out of seo into selling bathroom stalls online would become a journey filled with invaluable lessons about SEO and digital marketing. When I started my quick to mid-market B2B e-commerce business, I faced challenges that tested my skills and pushed me to the brink. Despite lightning fast early growth, robust sales and high conversion rates, we struggled to achieve the online visibility we needed to dominate our industry.

E-commerce has its hurdles, but this particular venture was an expert course in the intricacies of SEO. We had a quality product, a dedicated team, and a loyal customer base. Yet, our website wasn't ranking as it should, and our growth had hit a plateau. I want to share with you the five critical mistakes I made—mistakes that were silently hurting my business—so you can avoid them and accelerate your path to success.

1. Google Didn't See Us as Industry Experts

Despite outperforming our competitors in sales and conversions, we could never clinch the #1 spot on Google. An outdated website built on Yahoo Pages seemed to have a magical hold on that position. We did everything we thought was right: built a strong link portfolio, secured valuable links from major publications, and created content directed at our target audience—contractors seeking fast lead times, quick shipping, quality components, and easy installation.

However, there was a disconnect between what Google wanted and what our customers needed. The #1 ranked site had thousands of pages covering every conceivable part related to bathroom stalls. While their content wasn't particularly helpful, the sheer volume signaled to Google that they were the industry authority. Our focused content lacked the comprehensive topical coverage that Google's algorithms favored.

: We realized that to be seen as industry experts, we needed to expand our content. We added detailed pages about various parts and pieces—even those our customers weren't actively searching for. This approach aligned our site with Google's expectations of expertise, and we soon witnessed a significant increase in organic traffic.

2. We Looked Like an Affiliate Site

Our website functioned as an e-commerce platform, but we used a custom-built quoting system hosted on a subdomain. This setup caused our main site to link extensively to the subdomain, making us appear like an affiliate site in Google's eyes—even though we only linked to our own content. Our traffic fluctuated in tandem with algorithm updates targeting affiliate sites.

Despite our strong sales, Google prioritized traditional e-commerce sites for relevant queries. To rectify this, we developed e-commerce pages for individual parts and pieces. By setting appropriate prices and integrating these pages into our main site, we eliminated the affiliate-like appearance. This strategic shift allowed us to highlight our strengths and align with Google's preferred site structure.

‍: It's crucial to ensure that your site's architecture and linking practices accurately reflect your business model. Aligning with Google's expectations can prevent misclassification and improve your rankings.

4. Hesitating to Invest in Strategic Relationships

For years, I was reluctant to invest in building relationships with industry publications and thought leaders. I underestimated the value of these strategic partnerships, focusing instead on organic growth through our own channels. This hesitation cost us valuable opportunities to enhance our online presence and authority.

By collaborating with reputable authors and contributing valuable insights to respected industry platforms, we began to earn high-quality backlinks and increased visibility. These efforts signaled to Google that we were a credible and authoritative source in our industry.

: Investing in relationships with industry influencers and authoritative sites can significantly amplify your SEO efforts. It's not just about link building; it's about establishing trust and credibility within your industry.

5. Delaying the Decision to Hire an SEO Expert

Perhaps my biggest mistake was believing I could manage all aspects of SEO on my own. As the CEO, my time was stretched thin, and the ever-evolving workload of SEO was becoming too complex to navigate without dedicated expertise. I should have hired someone to be "my SEO guy" much sooner.

Ultimately, I brought someone on board internally and personally trained them. This decision was transformative. It freed up my time to focus on strategic growth initiatives and led to improvements in our SEO performance that I couldn't have achieved alone. This move was instrumental in scaling the business and eventually selling it at an industry-leading multiple.

: Investing in specialized talent can accelerate your growth and enhance your competitive edge. An SEO expert brings nuanced knowledge and can implement strategies that yield significant returns.

Why I'm Sharing This With You

I was once in your shoes—juggling the demands of running a business while grappling with the complexities of SEO. These hidden mistakes were holding me back, but addressing them changed everything. I want to help you avoid the pitfalls I encountered and fast-track your success.

You don't have to navigate this challenging landscape alone.

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Let's collaborate to unlock your business's full potential. To your success, Michael McDougald Your SEO Expert

P.S. The journey to the top of search rankings doesn't have to be a solitary one. With the right partner, you can overcome obstacles faster and achieve greater success than you ever thought possible. Schedule your free consultation today and let's make it happen together.

By sharing my story and the lessons I've learned, I hope to provide you with actionable insights to avoid the mistakes that held me back. Remember, recognizing the problem is the first step toward the solution.