The chief executive of SEOmoz has highlighted some of the most common mistakes made by those who are new to search engine optimisation (SEO).

In a blog post, randfish said there are a number of "struggles and misconceptions" that plague those using SEO services for the first time.

Repetitive keyword targeting and keyword stuffing are some of the "worst offenders" in terms of easy SEO mistakes, he claimed.

Indeed, he said it is "ill-advised" to place a targeted keyword in the title tag, headline and body text of every page on a website, as it is individual pages that target rankings, not full sites.

Similarly, cramming in the same keyword numerous times on one page is "rarely the answer" to successful SEO, randfish added.

Ignoring non-Google search engines is also named as a common error, as is avoiding XML sitemaps.

On this second point, randfish states: "In every instance we’ve seen them used properly, they’ve added significant boosts in search traffic over a very short period."

Meanwhile, a recent report from eMarketer concludes that SEO is likely to be more cost effective than placing paid search ads.

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