What is Bad SEO?

(And How to Avoid It Like the Plague)

SEO (Search Engine Optimisation) is often seen as the golden ticket to online success. Done right, it’s a powerful tool that can bring organic traffic, boost brand credibility, and make you the go-to source in your niche.

But done wrong? It can tank your rankings, alienate your audience, and make Google frown upon your website harder than a librarian scolding a noisy teenager.

So, what exactly is bad SEO? Simply put, it’s any SEO practice that prioritises search engines over the actual humans using them. It’s what happens when tactics become outdated, manipulative, or just downright lazy.

Let’s explore five classic examples of bad SEO (and how to do better).

1. Keyword Stuffing & Writing for Algorithms

When robots take the wheel

Once upon a time, cramming as many keywords as possible into an article and writing solely to impress search engines was a foolproof way to rank. Now? It’s a guaranteed way to frustrate readers and get flagged by Google’s ever-evolving search algorithms.

Think about it: You’re searching for the best coffee shop in town, and you land on a site that reads like this:

"Looking for the best coffee shop? Our coffee shop is the best coffee shop in the area. Visit our coffee shop today for the best coffee shop experience!"

Yikes. Not only is this unreadable, but it’s also unhelpful. SEO should enhance the user experience, not ruin it. If your content lacks personality, depth, or readability, users won’t stick around—and search engines will take note.

How to do it right: Write like a human. Use keywords strategically and naturally. Add storytelling, personality, and helpful information that actually serves the reader.

2. Anti-Collaboration Behaviour

The fear of linking out

Some SEOs treat external linking like a vampire treats garlic. They refuse to link to other websites, terrified that sending visitors elsewhere will mean lost traffic forever.

But here’s the truth - Linking out to reputable sources actually helps your SEO. It shows search engines (and users) that you’re providing valuable, well-researched content. The best SEO strategies don’t operate in silos; they thrive on partnerships, citations, and multi-channel marketing efforts.

How to do it right: Don’t be afraid to link to high-quality sources. If losing traffic is a concern, focus on making your content so good that people come back.

3. Ignoring the Data

Guessing instead of measuring

SEO is an art and a science. You can have a gut feeling about what might work, but without data to back it up, you’re just taking shots in the dark.

Too often, marketers cherry-pick vanity metrics (like total page views) instead of focusing on actionable insights (like conversion rates, time on page, and engagement). Or worse, they ignore the data entirely and continue down a failing path just because it feels right.

How to do it right: Test your ideas. Use tools like Google Analytics, Search Console, and heatmaps to track user behaviour. Adapt based on what’s actually working, not just what you think should work.

4. Slow and Unoptimised Websites

The silent SEO killer

No one has patience for a slow website. Google doesn’t either. If your site takes forever to load, visitors will bounce faster than a rubber ball on a trampoline.

Page speed is a ranking factor, and it plays a huge role in user experience. If your site isn’t mobile-friendly, is packed with unoptimised images, or takes ages to load, you’re actively pushing people (and search engines) away.

How to do it right: Optimise images, use caching, choose a fast web host, and make sure your website is mobile-responsive. Google’s PageSpeed Insights tool is a great place to start.

5. Outdated or Thin Content

When you're saying nothing at all

Let’s face it: if your content is outdated or lacks real value, why should anyone read it? Or worse, trust it? Thin content might have worked in the early 2000s, but today’s users (and algorithms) expect more.

If you’re publishing 300-word articles with no unique insight, no depth, and no updates for years, you're basically offering your audience a stale sandwich when they came looking for a gourmet meal.

How to do it right: Regularly audit and update your content. Focus on depth, relevance, and usefulness. Offer original takes, current facts, and real answers to real questions.

My summed up views on Bad SEO

Bad SEO isn’t just about breaking Google’s rules - it’s about making the internet a worse place for users. Whether it’s keyword stuffing, refusing to link out, ignoring data, running a slow website, or publishing thin, outdated content, these practices do more harm than good.

Good SEO, on the other hand, is all about balance. It blends technical know-how with human-friendly content. It prioritises quality over quick tricks. And most importantly, it makes the web a better place.

So, next time you’re optimising your site, ask yourself: Would I enjoy reading this? If the answer is yes, you’re on the right track.