One of the most common mistakes when utilizing SEO is optimizing the homepage. Some businesses want to rank every keyword that they can to improve their rankings, but in reality your homepage cannot rank for all of them.
Our example below shows exactly how messy it can get. This business owner started out listing one or two services on the homepage, but as they grew they started to add more and more keywords to the page structure. It gets confusing really quick, and that’s exactly how google views it too.
If Google is confused on which keyword to rank, their AI could potentially end up not ranking either. When this happens, you will usually see a page to begin to rank, but then become replaced by the second page, resulting in not fully optimizing either page.