As companies continue to make themselves known in the digital landscape, they adopt strategies that promise to improve their discoverability. One such strategy is ‘search engine optimisation,’ or SEO. This digital marketing practice uses search engines to reach specific target audiences.
Many companies that adopted an SEO strategy have experienced positive growth online, making it a staple for their marketing efforts. However, its relatively high success rate has created myths that give people unreasonable expectations of the strategy. Companies that are not so familiar with SEO and digital marketing as a whole tend to buy into these myths without realising the risks they pose to their businesses.
By learning more about them, you can get a better understanding of what to look for in SEO services.
Where Did These SEO Myths Come From?
In the last decade, SEO has steadily gained ground as an effective and valuable digital marketing strategy. It encouraged companies to utilise it as they scale up their operations in the digital landscape. But it has also led to people taking advantage of the situation, choosing to offer SEO services that are outdated and ineffective.
1. People see SEO as a profitable business.
There is a demand for SEO, making it easy for inexperienced individuals to use it for profit. They rely on information and techniques they read about online, often failing to understand fully what these mean. As a result, companies end up paying for services that will ultimately be unable to give them the results they hoped for or promised.
2. People sell SEO without understanding it.
Information about SEO is easily accessible to anyone. But many of these articles about digital marketing are rehashed content from industry experts and thought leaders. They are often rewritten by content creators who don’t have an in-depth knowledge of SEO or have no actual experience in implementing these strategies, resulting in articles that lack real substance.
3. People fail to realise that SEO constantly changes.
Inexperienced digital marketers will often sell SEO products and services that are outdated. Their lack of understanding of the concept results in strategies that often bring little value to the company that bought the service. Instead of optimising their online presence for better discoverability, these companies put their websites at risk of being penalised and de-indexed.
The SEO Myths You Should Know About
With several so-called experts selling ineffective SEO products and services, it can be easy to fall into the trap posed by commonly held myths. Learn how to identify them to determine if the SEO consulting services you are looking into is worth the investment.
You only need one SEO strategy.
The Myth: SEO is a one-size-fits-all solution for companies that want to build their online presence. Once you have an SEO strategy in place, it is only a matter of waiting for your web pages to improve their position on search engine results pages (SERPs).
The Truth: SEO is constantly evolving. Although it involves multiple aspects, not all of these are beneficial to your company. Your SEO strategy should be customised to your specific needs and your goals. Otherwise, you end up paying for services that don’t deliver results.
You get instant results from SEO.
The Myth: Once you have implemented your SEO strategy, you will instantly see your web pages climb the ranks in SERPs. Your website will see an increase in traffic and conversions. SEO will improve brand awareness and loyalty.
The Truth: SEO is not a magic wand that you can wave and immediately get the results you desire. SEO is a data-driven digital marketing strategy that requires careful planning and regular calibrating. Before developing an SEO strategy, you will need to identify several factors (e.g. demographics, relevant keywords and consumer behaviour) that affect your digital marketing campaign. After integrating the necessary information and implementing the strategy, it needs to be monitored and reviewed for improvements.
You don’t need guest blogs anymore.
The Myth: Matt Cutts, an SEO expert, stated that guest blogging is no longer necessary. He referred to these types of content as spam, often flooding SERPs with the same article written in different ways. This resulted in companies cancelling guest blog orders.
The Truth: Although Cutts did say this, he expounded that guest blogs are only valuable if they offer relevant information to the audience. This practice is still an effective way to increase reach, improve discoverability, and strengthen your community. To fully utilise guest blogging for your company, you need articles that are compelling, useful and worthwhile for the people you are targeting.
You need long-form content on your website.
The Myth: Long-form content is a definite way to reach the top of SERPs. Articles that have at least a thousand words are more effective than multiple 500-word blog articles. As such, companies order long-form content to publish on their websites.
The Truth: Content length is always a source of debate. Although long-form content is essential in improving rankings, it is not as simple as writing and publishing them. As with any type of content, you have to look at your target audience’s customer journey before creating these articles. What matters is the value you are delivering in every content you are publishing.
You don’t need meta tags to rank.
The Myth: Google and other search engines don’t use the keywords in meta tags to rank web pages in SERPs. Spend more time improving your content rather than your meta tags to see better results from your SEO strategy.
The Truth: Although search engines don’t look at meta tags for ranking, they are still important in your SEO strategy. Meta tags provide valuable information about the website. When search engines crawl web pages, they look at these tags to get a better understanding of what the website is about.
With the popularity of SEO, it’s no surprise that people will take advantage of it to make profit. Familiarise yourself with commonly held myths and learn to debunk them on your own. Doing so will help you determine whether the SEO strategies will bring actual value to your bottom line.
Nothing is set in stone when it comes to SEO, but there are best practices that can help your enterprise gain momentum in the digital race. That is what we can help you with. If you want to discuss the best practices and strategies for your business, we are all ears - Let's talk!