Bad SEO wastes time and money. Good SEO prints cash.
SEO isn’t a checklist — it’s a system. Every element, from your page structure to your backlinks, works together to signal trust, relevance, and authority to Google. But when one piece fails, the entire system cracks.
Let’s dissect real-world examples so you never fall for snake oil tactics again. And check your business website — if your agency is doing something not-quite-right, it might be the right time to change it.
1. Page Structure: Organized vs Chaos
Page structure refers to how content is organized using HTML headings (H1, H2, H3) and sections. It helps Google and users navigate your content.
Good practices:
- Use one H1 per page (e.g., “Emergency Plumbing Services in Chicago”).
- Break content into H2/H3 subheadings (e.g., “How Our Same-Day Service Works”).
- Follow a logical flow: problem → solution → proof.
Bad practices:
- Duplicate H1s: Confuses Google about your page’s focus.
- No subheadings: Creates a wall of text, hurting readability and SEO.
- Jumping from H1 to H4: Disrupts hierarchy, making content harder to crawl.
Bad Page Structure:
H1: Best Plumber in Chicago
H1: Affordable Plumbing Services (Duplicate H1)
H4: Our Services
Paragraph: Call us now!
Why it’s bad: Duplicate H1s (Titles) confuse Google. No subheadings (H2/H3) = poor content hierarchy.
Good Page Structure
H1: Emergency Plumbing Services in Chicago
H2: 24/7 Pipe Repair & Leak Fixes
H3: How Our Same-Day Service Works
H3: Why Choose Us Over Competitors
Why it’s good: Clear structure helps Google (and users) understand your content.
2. Meta Titles: Clickable vs Cringe
The meta title is the clickable headline in search results. It’s your first (and often only) chance to grab attention.
Good practices:
- Keep it under 60 characters to avoid truncation.
- Include primary keywords + a USP (e.g., “Emergency Plumber in Chicago: 24/7 Fixes, $0 Callout Fee”).
- Match search intent (e.g., “Buy” for commercial vs “How to Fix” for informational).
Bad practices (and why):
- Keyword stuffing: E.g., “Plumber | Plumbing | Plumbing Services Chicago” → flagged as spam.
- Vague titles: E.g., “Quality Plumbing Services” → fails to entice clicks.
- Ignoring local terms: Not adding “Chicago” misses local search traffic.
Bad Meta Title:
“Plumber | Plumbing Services | Plumbing Chicago | Best Plumber”
Why it’s bad: Keyword-stuffed, repetitive, and zero value.
Good Meta Title:
“Emergency Plumber in Chicago: 24/7 Fixes, $0 Callout Fee”
Why it’s good: Includes keywords, unique selling point (USP), and specificity.
3. Meta Descriptions: Enticing vs Empty
A meta description summarizes your page in 150-160 characters. While not a direct ranking factor, it impacts click-through rates.
Good practices:
- Include action verbs: “Fix,” “Solve,” “Discover.”
- Add social proof: “5-star rated,” “Trusted by 1k+ clients.”
- Align with search intent (e.g., “Learn how to…” for guides).
Bad practices (and why):
- Generic summaries: E.g., “We offer plumbing services” → zero incentive to click.
- Overpromising: “Guaranteed #1 Rankings!” → erodes trust when undelivered.
- Ignoring keywords: Missing terms users searched for lowers relevance.
Bad meta description:
“We are a plumbing company in Chicago. Contact us for plumbing services.”
Why it’s bad: Generic, passive, and no reason to click.
Good meta description:
“Broken pipe? We’ll fix it in 60 mins or it’s free. 24/7 Chicago plumbing services with a 5-star rating.”
Why it’s good: Urgency, social proof, and a clear promise.
4. Backlink Profiles: Quality vs Quicksand
A backlink profile is the collection of external sites linking to yours. Quality > quantity.
Good practices:
- Relevance: Links from industry blogs or local news sites.
- Diversity: Mix of guest posts, directories, and organic mentions.
- Authority: Prioritize sites with Domain Rating (DR) 40+.
Bad practices (and why):
- Spam directories: Links from “free-article-submission.com” → penalties.
- Irrelevant guest posts: A plumbing site linked from a pet blog → flagged as manipulative.
- Over-optimized anchors: Too many exact-match keywords (“best plumber Chicago”) → unnatural.
Bad backlink profile:
- 500 links from “article-directory-2024.com”
- Forum spam: “Great post! Check out my site [link]”
- PBNs with spun content.
Why it’s bad: Google penalizes spammy links.
Good backlink profile:
- 50 links from local news sites (e.g., Chicago Tribune)
- Guest posts on industry blogs (e.g., “Top 10 Plumbing Tools” on HomeRenovationPro.com)
- .edu links from trade school partnership.
Why it’s good: Diverse, relevant, and authoritative.
5. Content: Helpful vs Hot Garbage
Content includes text, images, and videos on your site. It must solve problems or answer questions.
Good practices:
- Depth: Comprehensive guides (1,500+ words) outperform shallow posts.
- User-first language: “How to fix a leaky faucet” vs “Our plumbing services.”
- Multimedia: Embed videos, infographics, or calculators.
Bad practices (and why):
- Keyword stuffing: “Plumber plumbing plumbers Chicago plumbing services” → unreadable.
- Thin content: 300-word fluff pieces → high bounce rates.
- Duplicate content: Copied product descriptions → deindexed pages.
Bad blog post:
“Looking for plumbing services? We offer plumbing services in Chicago. Contact us today!”
Why it’s bad: Zero substance, keyword stuffing, no user value.
Good blog post:
“How to Shut Off Your Water Main During a Leak (And Avoid $10k in Damage)”
- Step-by-step guide with images
- Embedded video tutorial
- Downloadable emergency plumbing checklist
Why it’s good: Solves a problem, earns shares/backlinks, and keeps users engaged.
The “Good vs Bad SEO” Cheat Sheet
| Factor | Bad SEO | Good SEO |
| Page Structure | Duplicate H1s, no subheadings | Clear H1 > H2 > H3 hierarchy |
| Meta Titles | Keyword-stuffed, vague | Keyword + USP + specificity |
| Meta Descriptions | Generic, passive | Benefit-driven with urgency/social proof |
| Backlinks | Spam directories, forum links | Niche-relevant, authoritative sites |
| Content | Thin, keyword-stuffed fluff | Detailed, user-first guides |
| Internal Links | “Click here” anchors | Descriptive, keyword-rich anchors |
Why These Differences Matter
Bad SEO costs 3x more to fix than it does to implement. Good SEO compounds over time — traffic grows, links earn links, and rankings stabilize.
Summary
Good SEO acts like a compounding asset. A well-structured page with clear headings makes your content easy to crawl. A sharp meta title grabs clicks, lowering your bounce rate. Authoritative backlinks build domain equity, lifting all your rankings. Over time, these “small wins” stack into unstoppable momentum: more traffic, higher conversions, and a brand that dominates its niche.
Bad SEO, on the other hand, is a debt spiral. Keyword-stuffed titles repel clicks. Thin content drives visitors away, telling Google you’re irrelevant. Spammy backlinks invite penalties, burying your site.
Worst of all, bad habits are expensive to fix. Recovering from a Google penalty costs 3-5x more than doing SEO right the first time — if recovery is even possible.
Bottom line
The stakes are highest for small businesses. Unlike corporations with endless budgets, you can’t afford to burn cash on vanity metrics or gamble on shady tactics. Every SEO decision must drive measurable growth: phone calls, form fills, sales.