SEO Tactics to Avoid in 2023: The Risks and Alternatives

SEO Tactics To Avoid

Search engine optimisation (SEO) has established itself as a cornerstone of digital marketing. By optimising your website for search engines, you improve your visibility in organic search results, thereby increasing your chances of attracting a wider, yet targeted, audience. However, not all that glitters in the realm of SEO is gold.

In the ever-evolving landscape of SEO, what worked yesterday may not necessarily work today; worse, it might even penalise your site. Some strategies promise fast results and skyrocketing rankings, but these quick-fix methods often come with risks that can lead to long-term damage. Specifically, there are tactics that, while tempting due to their immediate impact, can potentially hurt your rankings and alienate your audience.

This blog post delves into SEO’s dark side by examining tactics you should avoid. Understanding these detrimental methods is crucial for anyone aiming for sustainable online success. After all, SEO is a marathon, not a sprint.

SEO Tactics To Avoid

Keyword Stuffing

Keyword stuffing is an outdated SEO practice that overloads a web page with targeted keywords to manipulate rankings. This tactic gained traction in the early days of SEO when search engines were less sophisticated. The idea was simple: the more frequently a keyword appeared on a page, the more likely it was to rank highly in search results.

Unfortunately, this practice now does more harm than good. Search engines have evolved to be far more intelligent, with algorithms designed to provide the best possible user experience. Keyword stuffing disrupts the readability and quality of your content and sends a red flag to search engines like Google.

When you stuff your content with unnecessary repetitions of keywords, you compromise the user experience. No one wants to read content awkwardly crammed with out-of-context keywords, disrupting the flow and making the material less engaging.

Furthermore, search engines penalise websites that engage in keyword stuffing. Google’s algorithms can easily detect this unethical practice, and your site may suffer significant drops in rankings. In extreme cases, your website could be removed entirely from the search index.

Buying Backlinks

Backlinks, or inbound links from other websites to your own, have long been considered a vital component of a strong SEO strategy. They act like votes of confidence for your website, indicating its authority and relevance in a particular niche. The general principle has been that the more quality backlinks you have, the more credible your site appears to search engines, positively affecting your rankings.

However, like any powerful tool, backlinks can be misused. One such misuse is buying backlinks, a practice that Google and other search engines frown upon. The reason for this is simple: purchased backlinks usually don’t come from reputable sources and tend to lack contextual relevance. Therefore, they can be seen as an attempt to manipulate rankings rather than serve as an authentic endorsement of your content.

Search engines have become increasingly sophisticated in identifying unnatural linking patterns. When caught, the penalties can be severe, ranging from a decrease in rankings to complete de-indexing of your website. This not only impacts your SEO efforts but can also tarnish your website’s reputation. Users and other businesses might lose trust in your brand, creating a ripple effect that’s hard to reverse.


Cloaking is an SEO technique where the content presented to the search engine spider is different from that presented to the user’s browser. In simpler terms, webmasters use this method to deceive search engines so that they display the website when it would otherwise not be displayed. There are various types of cloaking, including IP-based and agent-based cloaking, each with its specific methods of execution.

Cloaking is widely considered a ‘black-hat’ SEO strategy, explicitly against Google’s Webmaster Guidelines. The fundamental problem with cloaking is that it presents a dishonest user experience. While the search engine believes the content is highly relevant to a particular search query, the user may be presented with irrelevant, misleading, or malicious content.

Search engines like Google have developed complex algorithms to detect cloaking tactics. If caught engaging in cloaking, you risk harsh penalties, including lower rankings or even complete removal from search indexes. Beyond the search engine repercussions, cloaking can also destroy the user’s trust in your website, causing long-term harm to your brand’s reputation.

Duplicate Content

Duplicate content refers to identical or substantially similar content that appears in multiple places, either within the same website or across different sites. This could range from copying whole pages to smaller sections like paragraphs or sentences. While not always intended for deceit, duplicate content can confuse search engines, making it difficult to decide which version is the most relevant for a given search query.

The presence of duplicate content on your website poses several problems for search engines and users. Search engines aim to provide diverse search results, offering the most helpful information possible. When your site has multiple pages with the same content, search engines must choose which one to display, reducing your chances of multiple pages ranking highly.

Additionally, duplicate content can dilute your link equity, as inbound links may be spread across various versions of the same content. This can weaken the perceived authority of your pages, leading to a lower ranking in search results.

Search engines, notably Google, have algorithms designed to detect and handle duplicate content. While not always resulting in a penalty, it can significantly impair your website’s ability to rank well. More importantly, duplicate content can also degrade the user experience, as it comes across as redundant and unhelpful.

SEO Tactics To Avoid

Using Irrelevant Keywords

One of the alluring shortcuts in the world of SEO is the use of irrelevant, high-volume keywords. These are words or phrases that attract a large number of searches but aren’t directly related to your content or business. The idea is to artificially boost traffic by ranking for these terms, even when they have nothing to do with your services or information.

While using irrelevant keywords might give you a short-term spike in traffic, it’s a strategy fraught with risks. First and foremost, it’s misleading for the user, who clicks on your link expecting one thing and finds something completely different. This mismatch between search intent and content usually results in high bounce rates, indicating to search engines that your page didn’t provide value to the user.

In addition, irrelevant keywords dilute the thematic focus of your website, making it harder for search engines to understand what your site is truly about. This can affect your rankings for the genuinely relevant keywords to your business. Over time, this could lead to decreased visibility in search results and reduced qualified, relevant traffic, effectively achieving the opposite of what good SEO aims to do.

Ignoring Mobile Optimisation

Mobile optimisation is no longer just a ‘nice-to-have’; it’s a necessity. With an ever-increasing percentage of web searches performed on mobile devices, search engines like Google have shifted their focus to mobile-first indexing. This means that the mobile version of your website is considered the primary version for ranking purposes. Consequently, ignoring mobile optimisation can have severe repercussions for your online visibility.

Failing to optimise your website for mobile use has several consequences. First, it can significantly impact your search engine rankings. Google considers mobile-friendliness a ranking factor, so websites not mobile-optimised may find themselves slipping down in search results.

Moreover, a poor mobile experience can seriously hinder user engagement. Slow loading times, difficult navigation, and unreadable text create a frustrating user experience, increasing the likelihood of high bounce rates and reduced conversion rates.

Lastly, with the rise of mobile commerce and local searches, ignoring mobile optimisation can also directly impact sales and lead generation. Potential customers who find it challenging to navigate your mobile site are less likely to complete a purchase or get in touch, resulting in lost opportunities and revenue.

Summing Up: SEO Tactics To Avoid

As the digital landscape evolves, so do SEO rules and best practices. The allure of quick fixes and immediate results often tempts website owners to adopt questionable tactics, but the long-term damage these can cause is not worth the risk.


In this post, we’ve delved into some of the most common but detrimental SEO tactics to avoid:

  • Keyword Stuffing: A dated tactic that disrupts user experience and can result in search engine penalties.
  • Buying Backlinks: A risky strategy that can severely damage your website’s credibility and ranking.
  • Cloaking: A deceptive method that can lead to your site being removed from search engine indexes.
  • Duplicate Content: A confusing element for search engines and users, negatively affecting your website’s rankings.
  • Using Irrelevant Keywords: A misleading practice that can dilute your website’s thematic focus and harm its reputation.
  • Ignoring Mobile Optimisation: A glaring oversight in today’s mobile-first world, reducing visibility and user engagement.

Remember, SEO is a marathon, not a sprint. Cutting corners may offer short-term gains, but the risks outweigh the benefits. Stick to ethical, proven strategies to ensure sustainable growth and long-term success in your digital marketing efforts.

Ready to Boost Your SEO the Right Way?

If you’ve found this guide helpful and are serious about optimising your website for long-term success, we’re here to help. At E2E Studios, we specialise in ethical, results-driven SEO strategies that stand the test of time. Why gamble with risky tactics when you can grow sustainably and securely? Get In touch with the team today!

How Can E2E Studios Help?

We are a team dedicated to web development, web design and SEO. Based in Stockport, Greater Manchester, we have been helping business owners all over the UK and beyond with their online needs, including website design, search engine optimisation and web development