Large companies often face unique SEO challenges due to the scale and complexity of their digital presence. With multiple teams, vast websites, and competing priorities, it's easy for technical SEO issues to go unnoticed—until they start affecting rankings, visibility, and revenue. In fact, many of the most impactful SEO mistakes are technical in nature and often require specialized knowledge to identify and resolve. Understanding these pitfalls is essential for any enterprise aiming to maintain or improve its online performance.
Technical SEO forms the backbone of a successful digital strategy. It ensures that search engines can properly crawl and index your content, allowing your pages to be discovered by users. When technical SEO is ignored or poorly executed, even the best content can go unnoticed. From crawl errors to broken redirects, these issues might seem small individually, but collectively, they can severely undermine a company's SEO efforts.
This article will explore the most common technical SEO mistakes that large businesses make and provide actionable solutions to address them. By diving into real-world examples, practical fixes, and industry insights, you’ll gain a comprehensive understanding of how to prevent these issues from derailing your SEO strategy. Whether you're managing a global enterprise or working with an SEO agency, the following insights will help you stay ahead of the curve.
The Hidden Cost of Ignoring Technical SEO
For large businesses, a single technical SEO mistake can have far-reaching consequences. Consider the case of a major e-commerce site that recently saw a 30% drop in organic traffic. Upon investigation, it was discovered that the root cause was a large number of orphan pages—pages that had no internal links pointing to them. These pages were not indexed by search engines, meaning valuable content was effectively invisible to potential customers.
This example highlights how technical SEO issues can quietly erode performance. Unlike content or on-page SEO mistakes, technical issues often go unnoticed until they start affecting traffic and rankings. In many cases, these problems accumulate over time, making them harder to identify and resolve. For large companies with complex websites, this risk is even greater, as the number of potential technical errors increases with the size of the site.
Understanding the cost of these mistakes is critical. Beyond the immediate impact on traffic and rankings, unresolved technical SEO issues can lead to wasted resources, missed opportunities, and a decline in user trust. When a website is slow to load, has broken links, or fails to render properly, it not only affects search engines but also frustrates users, leading to higher bounce rates and lower conversion rates.
Common Technical SEO Mistakes and Their Impact
1. Mismanaged 404 Errors
One of the most common technical SEO mistakes is failing to properly manage 404 errors. When a page is removed or expires, it’s not uncommon for it to be left as a 404 error. While occasional 404s are normal, large websites often have many such pages, especially in the case of e-commerce sites where products are frequently added and removed.
| Impact of 404 Errors | Description |
|---|---|
| Wasted Crawl Budget | Search engines waste resources crawling dead pages. |
| Poor User Experience | Visitors land on error pages, increasing bounce rates. |
| Lost Backlink Value | External links pointing to 404 pages lose value. |
The solution is to implement 301 redirects to relevant pages. This not only helps preserve the SEO value of the original page but also ensures that users are directed to useful content. For large companies with dynamic content, it’s essential to have a system in place to automatically detect and redirect outdated or removed pages.
2. Crawlability Issues
Crawlability refers to the ability of search engine bots to access and navigate a website. If a site is not properly crawlable, search engines may miss important content, leading to lower visibility in search results.
Common Crawlability Mistakes
- Blocking important pages in robots.txt: Sometimes, companies accidentally block entire directories or key pages, making them invisible to search engines.
- Forgetting to submit updated sitemaps: Sitemaps help search engines discover new content. If they’re not updated regularly, new pages may not be indexed.
- Leaving noindex tags on live pages: Temporary “noindex” tags are often left in place after staging or testing, preventing pages from being indexed.
| Crawlability Mistake | Consequence | Solution |
|---|---|---|
| Blocking important pages | Pages not indexed | Review robots.txt using Google Search Console |
| Outdated sitemaps | New pages not indexed | Submit updated sitemaps regularly |
| Leaving noindex tags | Pages not indexed | Remove noindex tags after deployment |
To fix these issues, companies should regularly audit their robots.txt file, submit updated sitemaps, and ensure that noindex tags are removed after deployment. Tools like Google Search Console and Screaming Frog can help identify crawl issues and provide insights into how search engines are accessing the site.
3. Indexation Problems
Indexation is the process by which search engines add pages to their database. Even if a page is crawled, it won’t appear in search results unless it’s indexed. One of the most common indexation mistakes is having duplicate content.
Duplicate Content and Indexation
When multiple pages have the same or very similar content, search engines may struggle to determine which version to index. This can lead to confusion, wasted crawl budget, and reduced visibility in search results.
| Issue | Impact | Solution |
|---|---|---|
| Duplicate content | Multiple pages compete for same ranking | Use canonical tags to specify the preferred version |
| Missing canonical tags | Search engines can't determine which page to index | Add canonical tags to avoid duplicate content |
| Redirect chains | Search engines waste resources following long redirect chains | Simplify redirect chains to a single 301 redirect |
To address duplicate content issues, companies should implement canonical tags and ensure that all duplicate content is redirected to a single, preferred version. This helps consolidate SEO value and improve indexation. Additionally, it’s important to avoid redirect chains and use 301 redirects to ensure that search engines can efficiently navigate the site.
4. Broken Links and Redirects
Broken links and incorrect redirects are among the most frustrating technical SEO issues. They not only harm user experience but also waste crawl budget and reduce the effectiveness of the site’s internal linking structure.
Common Issues with Links and Redirects
- Broken internal links: Links that point to non-existent pages can lead to 404 errors and a poor user experience.
- Redirect chains: Multiple redirects between pages can slow down page load times and make it harder for search engines to determine the final destination.
- Missing or incorrect redirects: When a page is moved or removed, it’s essential to set up a 301 redirect to the new location. Otherwise, users and search engines may land on a 404 page.
| Issue | Impact | Solution |
|---|---|---|
| Broken internal links | Increased 404 errors and poor user experience | Regularly audit internal links using tools like Screaming Frog |
| Redirect chains | Slower page load times and wasted crawl budget | Simplify redirects to a single 301 redirect |
| Missing redirects | 404 errors and lost SEO value | Set up 301 redirects for all moved or removed pages |
To avoid these issues, companies should regularly audit their internal links and redirects using SEO tools. It’s also important to implement a system that automatically detects and fixes broken links as they occur. By ensuring that all links and redirects are properly managed, companies can improve both user experience and SEO performance.
5. Orphan Pages and Poor Internal Linking
Orphan pages are pages that have no internal links pointing to them. This makes it difficult for search engines to discover and index them, leading to reduced visibility in search results. For large companies with vast websites, orphan pages are a common issue that can significantly impact SEO performance.
The Impact of Orphan Pages
| Issue | Impact | Solution |
|---|---|---|
| Orphan pages | Pages not indexed | Add internal links to orphan pages |
| Poor internal linking | Weaker site architecture | Improve internal linking structure |
| Low page authority | Pages don’t receive link equity | Distribute link equity through internal links |
To fix orphan pages, companies should conduct regular audits to identify pages that lack internal links. Once identified, these pages should be linked to from relevant content across the site. This not only helps search engines discover the pages but also distributes page authority and improves the overall site structure.
In addition to fixing orphan pages, it’s important to improve the internal linking structure of the site. This involves strategically linking to key pages from high-traffic content, using descriptive anchor text, and ensuring that the internal linking structure reflects the site’s content hierarchy. By doing so, companies can improve crawl efficiency, distribute link equity, and enhance user navigation.
6. Missing or Incorrect Schema Markup
Schema markup is a form of structured data that helps search engines understand the content of a page. It also enables rich snippets in search results, which can increase click-through rates. However, many large companies fail to implement schema markup correctly, leading to missed opportunities.
Common Schema Mistakes
- Incorrect schema types: Using the wrong schema type for a page can lead to errors and reduced visibility in search results.
- Missing required fields: Schema markup often requires specific fields to be filled out. Missing these fields can prevent rich snippets from being displayed.
- Improper implementation: Schema markup should be implemented correctly to avoid errors and ensure that search engines can interpret the data.
| Issue | Impact | Solution |
|---|---|---|
| Incorrect schema types | Search engines can’t interpret content correctly | Use the correct schema type for each page |
| Missing required fields | Rich snippets not displayed | Fill out all required fields in schema markup |
| Improper implementation | Schema errors in search console | Validate schema markup using Google’s Rich Results Test |
To avoid these issues, companies should validate their schema markup using Google’s Rich Results Test and ensure that all required fields are included. It’s also important to use the correct schema type for each page and to update schema markup as content changes. By doing so, companies can improve search visibility and attract more clicks.
7. Lack of HTTPS Security
HTTPS is a ranking factor, and sites without SSL certificates are marked as insecure. Visitors may leave immediately upon seeing a “Not Secure” warning, leading to higher bounce rates and lower conversion rates. In addition, search engines prioritize secure websites, making HTTPS an essential part of any SEO strategy.
The Impact of Not Using HTTPS
| Issue | Impact | Solution |
|---|---|---|
| No SSL certificate | Site marked as insecure | Install an SSL certificate |
| Mixed content errors | Pages not rendered properly | Update internal links to use HTTPS |
| Missing redirect from HTTP to HTTPS | Users land on insecure pages | Set up 301 redirects from HTTP to HTTPS |
To implement HTTPS correctly, companies should install an SSL certificate, update all internal links to use HTTPS, and set up 301 redirects from HTTP to HTTPS. This ensures that users and search engines are directed to secure pages and that the site is properly indexed.
8. Page Speed and Performance Issues
Page speed is a critical factor in both user experience and SEO. Slow-loading pages not only frustrate users but also lead to higher bounce rates and lower rankings. For large companies with complex websites, performance issues can be especially problematic.
Common Page Speed Issues
- Large image files: Large image files can significantly slow down page load times.
- Excessive JavaScript and CSS: Too much JavaScript and CSS can delay rendering and increase load times.
- Unoptimized code: Poorly written or unoptimized code can lead to slower performance.
| Issue | Impact | Solution |
|---|---|---|
| Large image files | Slow page load times | Compress and optimize images |
| Excessive JavaScript and CSS | Delayed rendering | Minify and defer JavaScript and CSS |
| Unoptimized code | Poor performance | Optimize code and use caching |
To improve page speed, companies should use tools like Google PageSpeed Insights to identify performance issues and implement optimizations such as image compression, code minification, and caching. It’s also important to use lazy loading for images and videos to reduce initial load times. By optimizing performance, companies can improve user experience, reduce bounce rates, and boost SEO rankings.
Key Terminology: Understanding the Building Blocks of Technical SEO
Before diving deeper into technical SEO solutions, it's important to understand the key terminology that underpins the field. This will help clarify the concepts discussed and ensure that you're making informed decisions about your SEO strategy.
Crawl Budget
Crawl budget refers to the number of pages a search engine will crawl on a site within a given time period. It's determined by factors like site authority, crawl rate limit, and the freshness of content. Large websites with poor internal linking or excessive duplicate content often waste crawl budget on low-value pages, leading to reduced visibility for important content.
Canonical Tags
A canonical tag is an HTML element used to indicate the preferred version of a page when multiple pages have similar or duplicate content. This helps search engines determine which version to index and display in search results.
Redirects (301, 302)
Redirects are used to send users and search engines from one URL to another. 301 redirects are permanent and transfer SEO value, while 302 redirects are temporary and do not pass link equity. Proper use of redirects is essential for maintaining SEO value when pages are moved or removed.
Structured Data (Schema Markup)
Structured data, or schema markup, is a type of code that helps search engines understand the content of a page. It allows for rich snippets to be displayed in search results, which can increase click-through rates.
SSL/TLS Certificates
SSL/TLS certificates are used to encrypt data transmitted between a user’s browser and a website. They are essential for securing websites and improving trust with users and search engines.
Crawlability vs. Indexation
Crawlability refers to the ability of search engines to access and navigate a site, while indexation refers to the process of adding pages to the search engine’s index. A page can be crawled but not indexed if it’s blocked by a noindex tag or if it has duplicate content.
Page Authority
Page authority is a metric used to predict how well a specific page will rank in search engine results. It’s influenced by factors like the quality and quantity of backlinks, content quality, and user experience.
Crawl Errors
Crawl errors occur when search engine bots are unable to access or render a page. Common crawl errors include 404 Not Found, 500 Internal Server Error, and soft 404 errors.
Sitemaps
Sitemaps are files that list the URLs of a site and provide metadata about each page. They help search engines discover and index new content more efficiently.
Broken Links
Broken links are links that point to a page that no longer exists or cannot be accessed. They can harm user experience and reduce the effectiveness of a site’s internal linking strategy.
Frequently Asked Questions About Technical SEO for Large Companies
1. Why is technical SEO more important for large companies than small ones?
Large companies often have more complex websites with thousands or even millions of pages. This increases the likelihood of technical issues such as crawl errors, broken links, and poor internal linking. Because these issues can have a larger impact on a large site, technical SEO becomes even more critical for maintaining visibility and performance.
2. How can I check if my site is being crawled properly?
You can use Google Search Console’s URL Inspection Tool to see when Googlebot last crawled your page and whether it was indexed. Additionally, tools like Screaming Frog and Ahrefs can help identify crawl issues and provide insights into how search engines are accessing your site.
3. What should I do if I find a lot of 404 errors on my site?
If you find a large number of 404 errors, you should set up 301 redirects to relevant pages. This helps preserve SEO value and ensures that users are directed to useful content. It’s also important to update internal links to avoid pointing to 404 pages.
4. How can I improve my site’s page speed?
To improve page speed, you should optimize images, minify code, use caching, and leverage browser caching. Tools like Google PageSpeed Insights can help identify performance issues and suggest optimizations. Additionally, using a content delivery network (CDN) can help reduce load times for users around the world.
5. What are some common causes of duplicate content issues?
Duplicate content can occur when the same content is published on multiple URLs, either within the same site or across different domains. It can also occur when content is scraped or copied from other sites. To avoid duplicate content issues, companies should use canonical tags to specify the preferred version of each page and ensure that all duplicate content is redirected or removed.
6. How can I fix crawl budget issues?
To fix crawl budget issues, companies should ensure that their site is well-structured, with clear internal linking and a logical hierarchy. This helps search engines discover and index important content more efficiently. Additionally, companies should remove or fix broken links, manage redirects properly, and submit updated sitemaps to help search engines focus on valuable content.
7. What are the best tools for auditing technical SEO issues?
Some of the best tools for auditing technical SEO issues include Google Search Console, Screaming Frog, Ahrefs, and SEMrush. These tools can help identify crawl errors, broken links, redirect issues, and other technical problems that may be affecting SEO performance.
Final Thoughts: Building a Strong Foundation for SEO Success
Technical SEO is the foundation of any successful SEO strategy, especially for large companies with complex websites. While it may be easy to overlook in the pursuit of more visible tactics like content marketing or link building, technical SEO is essential for ensuring that search engines can properly crawl, index, and rank your content.
By addressing common technical SEO mistakes—such as crawlability issues, broken links, redirect problems, and performance issues—companies can improve visibility, user experience, and overall SEO performance. It’s also important to regularly audit and maintain technical SEO practices to ensure that the site remains optimized as it grows and evolves.
In today’s competitive digital landscape, SEO success requires more than just high-quality content—it also requires a strong technical foundation. By prioritizing technical SEO and addressing common mistakes, large companies can ensure that their websites are not only visible in search results but also performing at their best.
Sources
- Common SEO Mistakes Large Businesses Make
- The Most Common SEO Mistakes Companies Make
- Technical SEO Mistakes and How to Fix Them
- Top SEO Mistakes to Avoid in 2025
- 14 Common Technical SEO Mistakes and How to Fix Them
- 40 Common SEO Mistakes to Know and Avoid
- 10 Common Technical SEO Problems and How to Solve Them