The Top Seven SEO Myths Busted!

The Top Seven SEO Myths Busted!
SHARE
THIS



Shout director Michael Jenkins is wrapping up the year by sharing his top tips to optimising your business in the search engine industry.

Search engine optimisation (SEO) has the potential to help you drive a lot of targeted traffic to your business and everyone has theories and supposed tricks for boosting your search ranking on Google.

While some of these can be useful tactics, quite a lot of the quick-fix approaches are completely unfounded and can actually hurt your search rankings.

Many of these myths stem from old technical tricks that dodgy SEO operators would use to artificially boost their ranking. While Google has managed to put an end to most of this, it doesn’t stop some from trying.

To help you see through the smoke and mirrors, we’ve busted seven of the biggest SEO myths.

  1. Set and forget

This might be the most persistent and annoying myth of all time. Far too often we see small business owners who optimise their site once and think it’s set for life. This certainly isn’t the case.

SEO is like running a car; it needs regular services and maintenance to ensure it constantly runs at maximum efficiency. Over time links go bad, website pages get redirected and content can become outdated. On top of this, most sites that have not been updated in a while have a lot of low value pages; pages that contain little or duplicate content, or provide no unique information.

It is vital for you to continually monitor your website’s search engine performance to help you keep it fresh and optimised for your targeted traffic. SEO is a marathon, not a sprint.

  1. Keywords are dead

SEO commentators have been proclaiming the death of keywords for years however, while the Hummingbird update changed how Google measures keywords in their algorithm, they are still an important part of any good SEO.

Keywords account for 15% of the rankings on any website and although they aren’t the largest factor, they are still part of the deciding criteria that Google uses to determine which sites get displayed at the top of a search. It’s important to utilise them.

  1. Fill your page with keywords

Yes, Google still wants keywords, but that doesn’t mean a page with the word “shoes” repeated 100 times will rank number one when people search “shoes”. In fact, this is what is known as “keyword stuffing” and according to Google’s guidelines could see your site de-indexed from their search engine.

Like many SEO tales, this dates back to the late 1990s when SEO was in its infancy and technically savvy marketers would write keywords in the same colour as the background of a page so they could stuff them in without users noticing. The practice evolved as Google Spam. However, in the past few years with the emergence of Google Panda, the loopholes have finally been closed on this odious and deceptive practice.

  1. Meta tags are useless

SEO marketers have long debated whether meta tags are valuable in Google’s algorithm. While Matt Cutts, Google’s head of webspam, has stated that meta tags are not used in page rankings, they are still relevant to search engines.

Meta tags are basically the back-end information that Google uses to provide the headline (Title Tags) and description (Meta Description) for search results. The third type of meta tags are Meta Keywords and, while Google might not use these as a ranking signal, using them will help the Google bots read your site. Together they ensure your page information displays correctly when it appears on Google.

  1. You must rank first for your core keyword

A lot of clients think they need to rank first for their specifically chosen keyword and only care about that particular word. While it may be important to rank highly for a specific term, more often than not potential customers don’t actually search for just that word.

Long-tail keywords are longer phrases that are specific to your product or service. The potential for high-quality traffic is greater with these types of keywords, as consumers using them are typically nearing the end of the purchasing cycle. For example, the Complex Institute of Education rank second for “Security Courses”, however they also rank for the keywords “Security Courses Melbourne” and “Security Guard Training”. With these long-tail keywords they are generating traffic from very targeted prospects interested in purchasing their products.

  1. Paid ads boost organic results

At this time, both Google and larger advertisers have all stated they do not receive any organic benefit from paid listings. While conspiracy theorists might not believe it, no definitive proof has ever been found to corroborate this idea.

Yes, you do receive a lot of benefits from PPC ads, but improved organic results are not one of them.

  1. All backlinks are good links

Backlinks or inbound links are simply links from other websites to your page. Links are like a referral. The higher the referral source, the higher quality of the link. Google uses the number of backlinks a site has as a measure of its authority and reliability.

There are a number of link schemes and directories online that will provide links back to your website for a cost but, the trouble is Google ranks these types of backlinks extremely low. In fact, having listings on these sites are likely to have your site penalised. Only very specific directories that are industry or location relevant will provide any sort of value to your website. For example, if you are a Melbourne-based company, featuring in a directory based specifically in Melbourne will provide value, but a directory based in India won’t.

Ultimately, there will always be dodgy tactics that people will use to artificially alter search rankings, however if your site isn’t ranking highly then chances are it’s the content that is the real problem and consumers will see through your tricks.

Google is constantly looking for ways to improve its algorithm and eliminate these technical work-arounds so even if you find a loophole, it won’t be open for long.

Please login with linkedin to comment

Latest News

Why The “No” Campaign Is Just One Long Slippery Slope
  • Opinion

Why The “No” Campaign Is Just One Long Slippery Slope

Not exactly your typical marketing/media piece, but here playwright Ron Elisha (pictured below) explains the damage done by the “No” campaign and the now infamous skywriting on a recent blue-sky Sydney Sunday… My daughter is crying. It’s not that she’s fallen over and barked her knee. Nor is it the trauma of immunization, or the […]

Opinion

by B&T Magazine

B&T Magazine
QMS Goes West With ‘The Leeder’
  • Advertising
  • Media

QMS Goes West With ‘The Leeder’

QMS Media continues to expand its digital portfolio across Western Australia, switching on an iconic billboard in the heart of Perth. Following the launch of two new digital billboards in the major WA regional centres of Bunbury and Kalgoorlie in recent months, ‘The Leeder’ further delivers on QMS’ digital expansion strategy out west. Positioned at […]

PR Firm Text100 Wins NetApp Account For APAC
  • Marketing

PR Firm Text100 Wins NetApp Account For APAC

Global marketing communications agency Text100 has announced it been appointed by data management company NetApp to drive its brand transformation effort across the Asia-Pacific (APAC) region. Following local competitive pitches conducted across the region, Text100 has been appointed as the APAC lead agency out of Singapore, and as the local agency of record in Australia, […]

MFA Awards 2017 Winners Revealed!
  • Advertising
  • Marketing
  • Media

MFA Awards 2017 Winners Revealed!

B&T once again donned the tux, applied the Brut, and primed the liver for last night's MFA Awards in Sydney.

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant
  • Media
  • Technology

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant

Digital publisher Concrete Playground has unveiled a new app that helps Millennials plan their night out using voice control – the first of its kind to become available in Australia. Concrete Playground’s Guide to Tonight now works with Google Assistant, making it available on a range of Google devices and helping people to decide what […]

Digital Agency Inlight Secures Two Key Client Wins
  • Marketing
  • Technology

Digital Agency Inlight Secures Two Key Client Wins

Independent agency Inlight has announced it has won the digital account for Benetas, a not-for-profit aged care provider in Victoria. Following a competitive pitch process, Inlight was chosen to handle Benetas’ new website design, build and ongoing optimisation. Richard Barker, marketing manager at Benetas, said: “We wanted an agency that could be our true digital […]

AMI Awards 2017 Winners Revealed!
  • Marketing

AMI Awards 2017 Winners Revealed!

With almost 30 awards handed out, B&T predicts plenty of numb bottoms at last night's AMI Awards in Melbourne.

Clems Sydney CEO Andy Pontin Quits
  • Advertising

Clems Sydney CEO Andy Pontin Quits

Sure, B&T flashed the news of Andy Pontin quitting this morning. White lies aside, he's actually still got six months.

by B&T Magazine

B&T Magazine
Adobe MAXes Most Creatives In A Room Record
  • Advertising
  • Media

Adobe MAXes Most Creatives In A Room Record

B&T's journo is reporting live from the annual Adobe Summit in Vegas. Although, "reporting" is somewhat of a stretch.

Opinion

by David Hovenden

David Hovenden
Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses
  • Marketing

Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses

The Australian College of Marketing is collaborating with the Digital Women’s Network to bring new short courses aimed to provide the latest skills across all aspects of the Digital landscape, kicking off in Melbourne and Sydney in 2018. Course content will focus around various topics related to the digital marketing landscape. All courses will run […]

Man working at office desk, looking at computer and scratching head
  • Technology

Where Are Digital & Tech Skills & Salaries Headed?

The rapid pace of technological change in the digital sector is seeing demand for those with the right skill sets outstrip availability, both locally and globally. The individuals who have kept their skills up to date are being well-rewarded financially. Now, Digital + Technology Collective’s expanded annual Skills and Salary Survey will put some numbers and context […]

Disney & ESPN Unify Sales & Partnerships Teams
  • Advertising
  • Marketing
  • Media

Disney & ESPN Unify Sales & Partnerships Teams

Disney and ESPN have formed an even closer bond, announcing a new alignment of the two properties through their media sales and partnerships teams. Instead of entering through three doors, Disney ESPN Media Sales & Partnerships will give media buyers and marketers a refined, singular point of entry for Disney, ESPN Digital and Maker. Nik […]

by B&T Magazine

B&T Magazine
Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends
  • Advertising
  • Marketing

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends

Sydney-based adtech start-up Muzaara has announced a new strategic partnership with performance marketing platform Commission Factory. Together, Muzaara and Commision Factory are providing SMEs with a secret weapon to skyrocket their online brand visibility and effectively manage and maximise their online advertising campaigns. This partnership will allow both online marketing companies and their impressive roster […]

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]