Slow-Loading Web Pages
Slow-loading pages are extremely common. Google only recently started including them in their ranking algorithm, so brands seem to still be adjusting and optimizing load time.
Lack of Mobile Experience
It's incredible to believe, but despite living in a mobile device–centered world, there are still brands that lack a mobile experience. It's important to build user experiences centered around mobile devices, with simple layouts, fast-loading architecture, and strong calls to action.
We are living in a security-centric world these days, and it's important to have pages that use an HTTPS secure certificate, which verifies the page owner, encrypts valuable data, and makes users less vulnerable to identity theft and exposure of sensitive data. Google incorporates this into their ranking algorithm, but many brands fail to provide this.
Poor Calls to Action/Navigation
Extremely critical for ecommerce sites, it's important to have strong calls to action and highlight buttons and functions on a website so users see them strongly. Many sites bury these valuable features and fail to include them on top navigation and visible areas of a website.
Low Link Popularity
Many sites want to outrank competitors but are behind them in terms of link counts. They often fail to have active link-building strategies in place and are behind them in link counts. Using the previous example, Wintrustbank.com has 48,600 links pointing to their domain versus Chase.com's 4 million links. This results in much higher authority scores and ultimately a better SEO expert value and performance.
Missing or Outdated Sitemap Files
Many websites fail to produce an updated sitemap file. This file communicates to search engines the current list of pages that you want indexed or crawled by the search engines. Be sure to keep your sitemap file updated and a full list of the URLs of the pages on your site.