How web development can go wrong
                     
Avoid duplicate content – 
It is a term used to identify content that emerges on multiple 
web pages. When multiple pages consist of virtually similar 
content, search engines penalise or terminates displaying the 
copied content in any relevant search queries. There are two 
types - Non-malicious and Malicious. Non-malicious duplicate 
content includes variations of the same page. Malicious 
duplicate content indicates content that is intentionally 
copied to manipulate search results and increase traffic. This 
is known as search spam. But, there are several tools 
accessible to ascertain the uniqueness of content and thus 
should be avoided. 
Keyword cannibalisation - 
Keyword cannibalisation refers to a predicament 
when multiple web pages target similar 
keywords. There is a common misconception that 
to improve the rank, there should be more pages 
targeting a keyword. It should be corrected. 
Keywords should not be similar. However, if the 
keywords are well-defined and different in 
meaning is better for the site.
Domains, subdomains and protocols - Another 
potential issue causing duplication is when the site is 
available on multiple domains, subdomains and 
protocols. Consider a business to run on HTTP and 
HTTPS, with two domains -  www and non-www 
versions. You get almost 12 versions just by these tiny 
modifications without even considering duff internal 
links. These kinds of issues are resolved with URL 
redirections. This issue deserves consideration by any 
web design agency that takes care of hosting and is 
serious about its customers' websites' SEO. 
Dubious Link building  - Web traffic can be increased 
to help business significantly by link building, but it 
also introduces a risk level. Unnatural, spam-like, 
irrelevant, and 'black-hat' backlinks can cause the site 
to take a hit in the rankings. Backlinks should be 
diverse and done at a natural pace. It should be 
varied and appear natural to look at. The links placed 
on the site to link authority sites are important. Cross-
linking between pages is also vital to help identify the 
site by a search engine for the crawlers.
Poor Navigation – 
Poorly set up navigation will set visitors 
offsite without engagement. Poor 
engagement statistics, coupled with crawl-
ability and other technical issues, are all 
indications of low authority. Search engines 
will not rank it on search results if the site is 
assessed as irrelevant and deemed 
unnecessary to visitors.