10 Common SEO Mistakes US Websites Make in 2026 (and How to Fix Them)

To thrive in the digital landscape of 2026, you must understand that search engines have evolved far beyond simple keyword matching. I have seen countless US-based websites struggle because they cling to outdated strategies that worked years ago but now act as anchors, dragging down their visibility.

Today, Google prioritizes “information gain” and “user satisfaction” above all else. If you are not providing a unique perspective or a seamless experience, you are essentially invisible to your target audience.

In this guide, I will take you through the most frequent pitfalls and show you exactly how to fix them for long term success.

I have spent years looking at the backends of various American websites, and I can tell you that even the most polished brands often trip over their own feet when it comes to search engine optimization.

Google in 2026 is more strict than ever. You need to focus on the things that look vague in the past. Otherwise, you can’t have your hands on the desired rankings and visibility metrics. Below, I have mentioned the 10 SEO mistakes US websites are making in 2026.

1. Misunderstanding Search Intent and Information Gain

One of the most significant shifts in modern ranking protocols is how Google evaluates the “why” behind a search.

I often see businesses targeting high volume keywords with the wrong type of content. If someone searches for “best project management software,” they want a comparison list, not a sales pitch for your specific product.

If you provide the latter, you are failing the intent. Furthermore, Google now looks for information gain, which means your content must add something new to the conversation rather than just rehashing what is already on page one.

How to Align Content with User Expectations?

To fix this, I recommend you start by analyzing the search engine results pages (SERPs) for your target keywords.

• If the top results are all “how to” guides, then you need to create a comprehensive guide.
• If they are product pages, then your landing page needs to be optimized for conversions.

I always tell my clients to look for the “content gap.” Ask yourself what the current top results are missing. Perhaps they lack recent data, or maybe they don’t include a video explanation. When you fill those gaps, you provide the information gain that Google rewards.

Implement the Information Gain Strategy

The best way to ensure your site stands out is by conducting original research or sharing unique case studies. I find that when you include first party data or personal experiences that others cannot replicate, your rankings become much more stable.

This approach signals to Google that you are a primary source of information, which is a massive boost for your site’s authority.

2. Neglecting the Technical Health and Core Web Vitals

I cannot stress enough how much technical SEO matters in 2026.

Many US site owners focus so much on the “words” that they forget the “engine” that delivers them. With the recent updates to Core Web Vitals, specifically the transition to Interaction to Next Paint (INP), the site’s responsiveness is one of the most important SEO performance KPIs for US businesses.

If your page takes too long to respond to a user’s click, you are likely losing rank.

Optimize Your Website for Speed and Responsiveness

I suggest you use tools like Google PageSpeed Insights to identify specific bottlenecks. Often, the culprit is unoptimized images or excessive third party scripts.

To fix this, I suggest you implement lazy loading for images and videos, and ensure you are using modern formats like WebP. Also, minifying your CSS and JavaScript files can shave off those critical milliseconds that keep users from bouncing.

Solve Indexing and Crawlability Issues

Sometimes the mistake is even simpler: Google cannot find your content.

I frequently encounter sites with “orphaned pages” that have no internal links pointing to them. I recommend you regularly audit your XML sitemap and use Google Search Console to check for any indexing errors.

If a page is not indexed, it does not exist in the eyes of the search engine. Ensure your robots.txt file is not accidentally blocking important sections of your site.

3. Overlooking Mobile Experience and Accessibility

Since Google has moved entirely to mobile-first indexing, your desktop site is essentially a secondary concern for rankings.

I see many US websites that look beautiful on a 27-inch monitor but are a nightmare to navigate on a smartphone. Small buttons, overlapping text, and intrusive pop-ups are quick ways to get penalized.

Design Your Website for a Mobile-First World

I always advise starting the design process of your site with the smallest screen in mind.

Ensure that your font sizes are legible without zooming and that all “tap targets” are large enough for a thumb to hit comfortably. I recommend you test your site on various devices to ensure that the layout remains consistent and functional across the board.

Improve Accessibility for All Users

Accessibility is not just a legal requirement for many US businesses. It is also a ranking factor.

I find that sites which use proper “alt text” for images and maintain a high color contrast tend to perform better. Google uses these signals to determine if a site is user-friendly for everyone. So, if you have already hired or are finding the best SEO agency in the USA, you should keep this accessibility service factor as one of the primary markers to determine the working potential of the agency.

4. Failing to Build E-E-A-T and Topical Authority

Google’s algorithm now places a heavy emphasis on Experience, Expertise, Authoritativeness, and Trustworthiness, shortly called E-E-A-T.

I often see websites publishing great content that lacks a clear author or “about us” page that verifies their credentials. If Google cannot verify who wrote the content or why they should be trusted, your rankings will suffer, especially in “Your Money or Your Life” (YMYL) niches like finance or health.

Showcase Real Human Expertise

To fix this, I suggest you create detailed author bios for every contributor. Include their professional background, links to their social media, and any certifications they hold.

I also recommend you cite your sources meticulously. Linking to high-authority, reputable sites shows Google that your information is grounded in reality and thoroughly researched.

Develop Deep Topical Clusters

Instead of writing random blog posts, I recommend you focus on building topical authority through “clusters.”

This means creating a central “pillar page” that covers a broad topic and then linking it to several specific “supporting pages.” For example, if you are an expert in “California Real Estate,” your pillar page would be a broad overview, while your supporting pages would dive into specific cities or tax laws.

I find this strategy helps Google understand that you are an expert across the entire subject.

5. Ignoring Local SEO and Regional Relevance

For US-based businesses, ignoring the Local SEO and “near me” factor is a massive oversight.

I see many national brands forget to optimize for local search, which means they lose out to smaller, local competitors. Even if you operate entirely online, showing regional relevance can help you capture specific audience segments.

Optimize Your Google Business Profile

The first step I always recommend is claiming and fully optimizing your Google Business Profile.

Ensure your Name, Address, and Phone number (NAP) are consistent across the web. I also suggest you encourage happy customers to leave reviews. Google heavily weighs the quantity and quality of your reviews when determining local rankings.

Create Location Specific Content

If you serve multiple states or cities, I recommend you create dedicated landing pages for each location.

However, do not just swap out the city name in the text. I suggest you include local landmarks, neighborhood descriptions, and customer testimonials from that specific area. This provides the unique value that prevents your pages from being flagged as duplicate content.

6. Underestimating the Power of Internal Linking

I often find that websites treat their pages as isolated islands.

This is a mistake because internal linking is the “road” that Google’s crawlers use to navigate your site. If you have a high-performing page, you should be using it to pass “link equity” to your newer or less visible content.

Use Descriptive Anchor Text

One common error I see is using generic anchor text like “click here.”

I recommend you use descriptive, keyword-rich anchor text that tells both the user and Google exactly what the linked page is about. For example, instead of “read more,” use “learn more about our SEO audit services.”

This provides context and helps Google rank the destination page for relevant terms.

Fix Broken Links and Inefficient Redirects

I also suggest you look for broken links or “redirect chains.”

If a link goes through three different redirects before reaching the final page, it slows down the crawler and wastes your “crawl budget.” I recommend you audit your site regularly to ensure all internal links are direct and functional.

7. Use Low-Quality or Unrefined AI Content

While AI tools are great for brainstorming, I see too many US websites publishing raw AI output without any human oversight.

Google’s spam updates are now highly sophisticated at detecting “thin” content that lacks a human touch. If your content sounds like a robot wrote it, your readers will notice, and so will search engines.

Add a Human Perspective to AI Output

I always tell my readers to use AI as a starting point, not the finish line.

To fix this, I recommend you rewrite AI-generated sections to include your own voice, anecdotes, and opinions. I find that adding a “personal take” or a specific example from your business’s history can make a world of difference in how both users and algorithms perceive your content.

Fact-Checking and Quality Control

AI can often “hallucinate” or provide outdated information. I suggest you fact-check every statistic and claim made by an AI tool. In 2026, accuracy is a key component of trust. If you publish incorrect data, you damage your site’s reputation and your standing with Google.

8. Over-Optimizing and Keyword Stuffing

It is tempting to try to fit your primary keyword into every sentence, but I can tell you from experience that this backfires. Modern search engines use Natural Language Processing (NLP) to understand the context of your writing. They don’t need to see the exact phrase “best coffee beans in New York” twenty times to know what you are talking about.

Focus on Semantic Variations

Instead of repeating the same keyword, I recommend you use “semantic variations” and related terms. If you are writing about “healthy diets,” you should also mention “nutrition,” “meal planning,” and “caloric intake.”

I find that this creates a much more natural reading experience and helps you rank for a broader range of long tail keywords.

Write for Humans First

The golden rule I follow is to write for the reader first and the search engine second.

If a sentence feels awkward because you are trying to force a keyword into it, delete it. I recommend you read your content out loud. If it doesn’t sound like a natural conversation you would have with a friend, it needs more work.

9. Neglecting Image and Video Optimization

In 2026, search results are more visual than ever. I see many US websites that have beautiful imagery but provide zero context to search engines due to poor image SEO. If you aren’t optimizing your visual assets, you are missing out on significant traffic from Google Images and Video search.

Implement Structured Data for Media

I suggest you use Schema markup (specifically ImageObject or VideoObject) to tell Google exactly what your media is about.

This increases your chances of appearing in rich snippets and “AI Overviews.” I also recommend you include a transcript for your videos, as this provides additional text for Google to index.

Compress and Name Files Correctly

Don’t leave your images named “IMG_1234.jpg.”

I recommend you rename them using descriptive keywords, like “organic-dog-food-packaging.webp” because image file names also affect SEO.  This simple fix, combined with proper alt text, can significantly boost your visibility in visual search results.

10. Forgetting to Monitor and Update Old Content

SEO is not a “set it and forget it” task. I see many websites that have great content from three years ago that is now losing rank because it is outdated. Information changes, and Google loves “freshness,” especially for topics that evolve quickly.

Conduct Regular Content Audits

I recommend you perform a content audit at least once a quarter. Look for pages that have seen a decline in traffic and identify why.

Often, all they need is a refresh of the statistics, a new introduction, or more recent internal links. I find that updating an old post is often faster and more effective than writing a brand-new one.

Manage 404 Errors and Redirects

As you update or delete old content, you must manage your “link juice.” If you delete a page that had backlinks, I recommend you set up a 301 redirect to the most relevant current page. This ensures that you don’t lose the authority that the old page built up over time.

I hope this guide to the most common SEO mistakes US website owners make helps you navigate the complexities of search engine rankings in 2026.

When you start focusing on user intent, technical health, and authentic expertise, you can build a website that not only ranks well but also genuinely serves your audience. SEO is a marathon, not a sprint.

And the effort you put into fixing these issues today will pay dividends for years to come. If you stay consistent and keep the user at the center of your strategy, the algorithms will naturally work in your favor.