Content revised 20 October 2026.
SEO becomes counterproductive when a checklist makes the page harder to read or use. Keep useful optimisation and remove tactics that distort the content or misrepresent the business.
Recognise the patterns
Repeated city lists, awkward keyword variations, unrelated footer links and nearly identical service pages often signal a process built around counts. Ask what each element helps the visitor do. A heading should describe a real section; a location page should offer useful information about that service in that place.
Fix repetition without losing the topic
Keep the accurate service name and the language customers understand. Remove sentences that repeat the same claim without adding information. Replace vague assertions with scope, process, constraints or a useful example. You don't need to make a page anonymous to make it natural.
Review links and markup too
- Use descriptive link wording that fits the sentence.
- Avoid purchasing links intended to manipulate rankings.
- Keep structured data consistent with the visible page.
- Do not hide keyword lists in text, images or interface elements.
Separate useful SEO from score chasing
A clear title, accessible image description and crawlable navigation can help the page serve its purpose. They are not excessive simply because they involve SEO. The problem is making changes for a score while ignoring accuracy and usability. Review the rendered page on a phone before deciding whether the edit improved it.
Make changes you can evaluate
Record what you changed and why. Prioritise obvious problems rather than repeatedly rewriting every page after normal ranking movements. Check the page’s search queries and enquiry journey over time. Good optimisation is explainable work with a purpose, not a formula that promises a permanent position.
Official guidance: Google’s spam policy guidance.