在數位行銷的實務中，SEO（搜尋引擎最佳化）扮演著提升網站能見度與自然流量的關鍵角色。然而，許多網站在執行 SEO 時會犯下一些常見錯誤，進而影響搜尋排名與整體成效。清楚了解這些問題並加以避免，是優化策略中不可或缺的一步。
許多人在操作 SEO 時忽略了關鍵字研究的必要性。隨意選擇關鍵字、追求高搜尋量但與品牌不相關的詞彙，往往無法帶來轉換。應根據目標客群的搜尋習慣，挑選具有實際商業價值的關鍵字，並合理分布在標題、內文及圖片描述中。
內容品質不足或重複也是一大問題。搜尋引擎偏好原創、具參考價值的內容，若網站大量抄襲或過度重複，可能導致排名下降。內容應回應使用者問題，提供實用資訊，並持續更新以保持網站活力。
技術層面的錯誤也不可忽視。網站速度慢、行動裝置不相容、未正確使用標題標籤等問題，會嚴重影響使用體驗與搜尋引擎的收錄效率。透過 Google PageSpeed Insights 與 Mobile-Friendly Test 等工具，可檢查並改善這些問題。
缺乏內部連結策略，會讓搜尋引擎難以建立網站結構的邏輯關係，同時也減少了使用者在網站上互動的機會。適當安排頁面之間的連結，能增加停留時間並提升整體 SEO 表現。此外，外部連結的品質與數量也是提升網站權威性的關鍵。
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