Search engine optimisation (SEO) – can you over optimise?
Search Engine Optimisation (SEO) continues to be an important part of any digital marketing strategy. It helps your website appear higher in organic search results, attract visitors and ultimately convert more customers. But while optimisation is essential, it’s actually also possible to take it a little too far, which could end up hurting your rankings.
This blog explores the concept of over-optimisation, the common mistakes businesses make when optimising their site, and how to keep your SEO strategy balanced and effective.
What do we mean by over-optimisation?
Over-optimisation happens when a website goes beyond “reasonable” SEO practices and instead tries to “game” search engines. This might involve repeating keywords too many times (keyword stuffing), using unnatural links (not related to the content or unhelpful to the reader), or creating content that focuses on algorithms instead of real people.
Generally, over-optimisation means prioritising search engines at the expense of user experience. Search engines like Google are now smart enough to detect this and will often penalise sites that use manipulative tactics.
Further reading: “UX writing; writing for the user”
Common signs of over-optimisation
If your website has recently dropped in rankings or isn’t performing as expected, it may be due to one or more of these over-optimisation issues:
- Keyword stuffing – repeating the same target keywords too many times within your content, headings or metadata, so it doesn’t read like normal English;
- Over-optimised anchor text – using identical keyword-rich phrases for all links pointing to your pages or pointing to the same page several times but with slightly different anchor text;
- Thin or duplicate content – publishing low-value content that adds little or no unique information or repeating content topics on several pages but in a slightly different way;
- Exact-match domain obsession – using domain names stuffed with keywords rather than building a memorable brand;
- Unnatural, unhelpful or unrelated backlinks – creating or buying large volumes of low-quality links;
- Overly long or keyword-stuffed meta titles/descriptions – writing metadata purely for algorithms rather than for human readers.
Each of these so-called SEO tactics might once have been effective (a really, really long time ago), but modern search engines now penalise or ignore them.
What damage might over-optimisation do to your site?
Search engines are designed to reward useful, relevant content that provides value to users. When a website focuses too heavily on optimisation techniques instead of real content quality, written in plain English and addressing the searcher’s intent, the opposite effect occurs.
Some ways over-optimisation may harm your site:
- Reduced rankings – Google’s algorithms can identify keyword stuffing, link manipulation and other over-optimised tactics. When detected, these can trigger ranking drops or other penalties;
- Poor user experience – overly optimised content often reads awkwardly (thin, no flow, clunky), making users leave your site quickly. High bounce rates are a negative signal for search engines;
- Loss of trust – if your content looks spammy, potential customers may view your business as unreliable.
Getting the balance right – ranking in Google while delivering an optimal user experience
Successful SEO is about finding the balance between technical precision and natural communication with your audience. Your goal should always be to optimise for people first and search engines second.
Here are some practical ways to achieve that balance:
- Write for your audience, not for algorithms;
- Use keywords naturally within headings, sub-headings and content – they should fit smoothly into the sentence (Tip – read it out loud and consider if it’s the way you might speak with someone);
- Ensure metadata (title tags and meta descriptions) accurately describe the page and encourage clicks and engagement;
- Review your site analytics regularly to track bounce rates and time on page, as these reflect reader engagement.
The quality of your content is still key
No amount of optimisation can replace genuine, well-written content. Google’s algorithms now prioritise helpful, trustworthy and user-focused pages through its “Helpful Content” and “E-A-T” principles (Expertise, Authoritativeness, and Trustworthiness).
To align with these expectations:
- provide detailed, accurate information backed by credible sources;
- write in plain English and avoid legal jargon where possible;
- use examples, case studies or local insights relevant to your audience;
- keep your content updated so it remains accurate and timely;
- make it easy for users to find answers quickly through clear headings, short paragraphs and bullet lists.
Further reading: “The impact of E-A-T; Expertise, Authoritativeness, Trustworthiness in law firm SEO”
Technical SEO: how to optimise without going overboard
Technical SEO ensures your website is structured in a way that search engines can crawl and index effectively. However, even here, it’s possible to overdo it.
Some common technical over-optimisation issues include:
- Overuse of structured data – adding too much schema markup that isn’t relevant to your content;
- Excessive page speed tweaks – stripping away design elements (that contribute to the user experience) just to gain a few milliseconds;
- Duplicate pages created through unnecessary URL variations or plugins;
- Over-optimised image alt text – writing keyword-stuffed descriptions rather than accurate ones;
- Too many redirects or no-index tags can accidentally block important pages from being indexed.
Good technical SEO should improve accessibility and usability, not just rankings. If technical changes make your site harder to navigate or understand, you’ve gone too far.
Backlinks: quality over quantity
Links remain an important SEO factor, but over-optimisation (including poor backlink management) can lead to serious penalties.
Avoid practices such as:
- buying or exchanging large numbers of links;
- using identical anchor text repeatedly;
- publishing low-quality guest posts solely for backlinks;
- relying too heavily on directory links, particularly irrelevant ones.
Instead, focus on earning links by producing content people want to share or reference. Building relationships with relevant local and industry-specific sites can generate more meaningful, long-term results for your own site.
Tips to avoid over-optimisation
A sustainable SEO strategy is one that continues to perform over time, regardless of algorithm changes. To achieve that:
- put users/readers first;
- keep content natural, informative and relevant to your audience and the topic;
- avoid shortcuts or “quick wins” that risk penalties;
- stay informed about Google updates and adjust accordingly (if necessary);
- focus on long-term brand building and E-A-T rather than short-term tricks.
Summing up
Over-optimisation of websites happens when the focus shifts from writing for humans to chasing algorithms.
If your SEO strategy feels forced, unnatural or too technical, it may be time to pull back. A well-optimised site uses keywords, structure and links strategically – but never at the cost of user trust or readability.
Further reading: “6 things that make your website appear untrustworthy”
The best approach is to be user-centred. Focus on creating helpful, relevant content and an engaging on-site experience. Do that consistently, and your SEO performance will follow naturally.