10 Technical SEO Mistakes That Are Killing Your Rankings

Technical SEO forms the foundation of your website's search performance. Even the best content won't rank if search engines can't properly crawl, index, and understand your site. Here are the 10 most critical technical SEO mistakes we see businesses make—and how to fix them.

1. Slow Page Speed

Page speed is a confirmed ranking factor, and Core Web Vitals are now part of Google's page experience signals. Sites that load slowly frustrate users and hurt conversions.

The Fix:

• Compress and optimize images (use WebP format)
• Minify CSS, JavaScript, and HTML
• Enable browser caching
• Use a Content Delivery Network (CDN)
• Implement lazy loading for images
• Remove render-blocking resources

2. Missing or Poorly Configured XML Sitemap

Your XML sitemap tells search engines which pages to crawl and how often they're updated. Without one, important pages might never get indexed.

The Fix:

• Generate a comprehensive XML sitemap
• Submit it to Google Search Console and Bing Webmaster Tools
• Keep it under 50,000 URLs per sitemap file
• Update it automatically when content changes
• Include only canonical URLs

3. Broken Internal Links

Broken links create a poor user experience and waste crawl budget. They also prevent link equity from flowing through your site.

The Fix:

• Run regular site audits with tools like Screaming Frog
• Fix or redirect all 404 errors
• Update links when you change URL structures
• Implement 301 redirects for moved pages

4. Duplicate Content Issues

When the same content appears on multiple URLs, search engines don't know which version to rank, diluting your ranking power.

The Fix:

• Implement canonical tags on all pages
• Use 301 redirects to consolidate duplicate pages
• Add noindex tags to intentionally duplicate pages (like print versions)
• Avoid URL parameters that create duplicate content
• Set preferred domain (www vs non-www) in Search Console

5. Poor Mobile Optimization

With mobile-first indexing, Google primarily uses your mobile site for ranking. A poor mobile experience severely impacts rankings.

The Fix:

• Use responsive design that adapts to all screen sizes
• Ensure tap targets are large enough (minimum 48px)
• Avoid intrusive interstitials
• Make text readable without zooming
• Test on real devices, not just emulators

6. Missing or Incorrect Schema Markup

Schema markup helps search engines understand your content and can earn you rich snippets in search results.

The Fix:

• Add relevant schema types (Article, Product, LocalBusiness, etc.)
• Use JSON-LD format (Google's preferred method)
• Test with Google's Rich Results Test tool
• Include breadcrumb markup for better navigation
• Add FAQ schema where appropriate

7. Insecure Website (No HTTPS)

HTTPS is a ranking signal, and browsers now flag HTTP sites as "not secure," scaring away visitors.

The Fix:

• Install an SSL certificate (many hosts offer free Let's Encrypt certificates)
• Update all internal links to use HTTPS
• Implement 301 redirects from HTTP to HTTPS
• Update your sitemap and canonical tags
• Check for mixed content warnings

8. Robots.txt Blocking Important Pages

Accidentally blocking pages in robots.txt is more common than you'd think—and it completely prevents those pages from ranking.

The Fix:

• Review your robots.txt file carefully
• Test it with Google Search Console's robots.txt Tester
• Only block pages you truly don't want indexed (admin areas, duplicate content)
• Use noindex tags instead of robots.txt for pages you want hidden from search

9. JavaScript Rendering Issues

If your site relies heavily on JavaScript, search engines might have trouble rendering and indexing your content.

The Fix:

• Implement server-side rendering (SSR) or static site generation
• Use dynamic rendering for search engine bots if needed
• Ensure critical content loads without JavaScript
• Test with Google Search Console's URL Inspection tool
• Avoid placing important content behind user interactions

10. Poor Site Architecture

A confusing site structure makes it hard for search engines to understand your content hierarchy and discover important pages.

The Fix:

• Keep important pages within 3 clicks from the homepage
• Use clear, logical URL structures
• Implement breadcrumb navigation
• Create topic clusters with pillar pages and supporting content
• Use internal linking strategically to pass link equity

Taking Action

Technical SEO might seem overwhelming, but addressing these issues systematically can dramatically improve your search performance. Start with a comprehensive technical audit to identify which problems affect your site most severely.

Remember: technical SEO is not a one-time fix. As your site grows and search engines evolve, regular monitoring and maintenance are essential to maintain optimal performance.