Seven Biggest Fibs Ever Told About SEO

Seven Biggest Fibs Ever Told About SEO
SHARE
THIS



For anyone seeking insight into the ever-changing world of SEO, the all-knowing Internet is a vital repository of knowledge and wisdom. But digital truth-seekers should tread with caution, says Octos MD Nital Shah, because for all of its riches, the Internet can also be a dicey hive of SEO misinformation.

Online, so-called experts say lots of things about search engine optimization. Some of it rings true, and some of it sounds more like a thinly veiled, misguided sales pitch.

To set the record straight, I’ve compiled this hit list of the seven dodgiest SEO tips in circulation. If anyone tries to sell you one of these lemons, steer clear.

1. The Empty Promise of Overnight Success

Any offer of infinite SEO guarantees or the promise to deliver top ranking overnight should be taken with a grain of salt. A closer look at those lofty SEO promises usually reveals fine print that is riddled with disclaimers – there’s always a catch.

Some SEO companies guarantee rankings by promising a certain number of keywords that they reserve the right to choose. By selecting obscure, non-competitive or irrelevant terms, they might deliver on their promise.

But there’s no proof to suggest that those cunning keyword rankings create any kind of meaningful traffic.

As we know, there are numerous reasons why no SEO company can honestly offer a results-based guarantee. Beware the SEO consultant who brags about ‘amazing’ results and promises the world.

2. Content is King

It’s an oft-repeated refrain in SEO circles – ‘content is king’. But no matter how many times they say it, the rhetoric is flimsy. While it’s true that quality content is an important piece of the SEO puzzle, content alone is not a categorical shortcut to SERP glory.

The content-is-king myth relies on a particularly unreliable logic of ‘if we build it they will come’. But the act of creating great content isn’t enough. The content must be supported by sound site architecture and robust on-page optimisation.

It’s a bit like turning a song into a hit. No matter how spine tingling a song may be, if it’s only ever performed at home alone in the shower, it will never enjoy commercial success.

To turn a song into a hit, you need an audience, a marketing strategy, a stage, speakers, and so on. Similarly, online content also needs a supporting framework – a platform from which it can be seen, heard and valued.

3. Just Stuff It With Keywords

insuranceseo

Keyword stuffing is a lazy, problematic SEO practice that tends to do more harm than good. The SEO consultant who advises squeezing in keywords at every opportunity is really clutching at straws.

This is not to discount the importance of key search terms – just a warning to use them naturally and sparingly.

Don’t jam them into every URL, every page title, every meta description, every image tag, every H1, every paragraph, every anchor link text – you get the picture.

Sure, keywords help the search engines find you and classify you. But they can identify what kind of site you are without the keyword force-feeding. In fact, when you overdo it with keyword stuffing, it leaves such a bad taste in Google’s metaphorical mouth that you might incur over-optimisation penalties.

The only way to create truly algorithm-resistant content, is to write in an authentic, honest, and essentially human voice. Using plain, natural speech, share valuable information in an accessible and compelling way.

Whatever you do, don’t cram your content with jargon and keywords.

4. Go Batshit Crazy With Backlinks

When an SEO company tell you that the websites with the most backlinks wins, they’re lying. Backlinks are just one slice of the SEO pie.

Link building does not and should not happen in a vacuum – it should be concurrent with actual relationship building. For backlinks to have any meaningful value, they must be achieved alongside a suite of sustainable strategies that focus on relevance and community.

As brand awareness, authority, and visibility gradually increase, so too does the number of backlinks. Links are a by-product of solid marketing – there’s no backlink ‘quick fix’.

Effective online marketing requires clever ideas, time, research, relationships, and perseverance.

5. Duplication Doesn’t Matter

twins

Never believe an SEO ‘expert’ who tells you not to worry about duplication. Many websites contain multiple similar versions of the same content and it’s no secret that the search engines don’t like duplicate content.

If you think about the gazillions of pages of content that they have to trawl through for every search, it’s no wonder. Duplication slows down the crawlers, making it harder for the search engines to do their job.

For that very reason, websites with duplicated content can be penalised with lower search rankings.

Now, sometimes duplication is unavoidable and essential to the function of a website – particularly for e-commerce sites. But don’t fret – there are a range of SEO tactics that can ease the burden of duplication for the search engines and help you avoid ranking penalties.

6. Dodgy Detour: 301 Redirect Entire Domains 

If your SEO consultant advises you to buy abandoned domains and 301 redirect them to your website for SERP success, think again. Not only does this practice constitute an ethically shaky use of a domain, it’s also a bum steer for the unsuspecting users who land on your website.

Think about it – do you just want hits? Or are you hoping to generate meaningful leads? 301 trickery is a waste of time and resources.

If the old domain has no content, why not create valuable, legitimate content for it and then use it to direct traffic to your other website.

Instead of redirecting an entire domain, you can also consider strategically redirecting pages from that domain to the pages on your website that are actually relevant to that content.

7. Traffic for Traffic’s Sake

Don’t trust an SEO strategy that rattles on ad nauseum about building traffic for the sake of traffic. Sure, it’s great to boost your brand’s visibility but, unless you have an exhaustive budget, projects launched purely for brand visibility carry too much risk and are too intangible with their deliverables.

Yes, search engine traffic is a significant metric for measuring SEO campaigns but the calibre of that traffic is even more important – it’s about quality, not quantity.

Your main ambition should be to attract qualified, engaged visitors to your website – visitors who will be inclined to do what you want them to on your site (such as subscribe to a mailing list). With all the emphasis on traffic, conversion rates are often overlooked.

 

Latest News

First Lady Michelle Obama and President Barack Obama Dance Together at the Presidents Ball
  • Media

Netflix Secures Producer Deal With The Obamas

It seems former US president Barack Obama and former First Lady Michelle Obama aren’t quite done with the international spotlight just yet. The Obamas have officially signed a multiyear deal with Netflix, which will see the power couple producing films and series with the streaming giant. According to Netflix, “The Obamas will produce a diverse […]

How To Spot A Trend Versus A Fad
  • Opinion

How To Spot A Trend Versus A Fad

Nils Vesk (pictured below) is an innovation architect who’s delivered programs for some of the most prestigious organisations in the world, including Microsoft, IBM, Commonwealth Bank and Nestle. In this guest post for B&T, he shows you how to spot a lasting trend that’s not merely just another passing fad…   The importance behind learning […]

Opinion

by B&T Magazine

B&T Magazine
Study: Almost Half Of Aussies Browse Mobile Retail Sites For “Retailtainment”
  • Marketing
  • Technology

Study: Almost Half Of Aussies Browse Mobile Retail Sites For “Retailtainment”

A new study today has revealed that although mobile commerce may have begun as a convenient way to shop on-the-go, it has quickly developed into an entertainment experience for many Aussies. The PayPal mCommerce Index Trends Report 2018 (which you can read in full here) found that two thirds (67 per cent) of Aussie smartphone owners browse shopping sites just […]

by B&T Magazine

B&T Magazine
Why Engagement Is The New Rule Of Content
  • Opinion

Why Engagement Is The New Rule Of Content

In this guest post, King Kong’s head of growth, Sabri Suby (pictured below), takes a look at recent changes to Google’s rankings and how it will affect content makers and the measure of any content’s success… Changes to Google’s ranking algorithm mean that time on a page is valued higher than the number of clicks. With these new rules […]

Opinion

by B&T Magazine

B&T Magazine
Fairfax Media Recruits 20 Trainee Journalists Across All Its Titles
  • Media

Fairfax Media Recruits 20 Trainee Journalists Across All Its Titles

Fairfax Media has today announced the recruitment of 20 trainee journalists to join the newsrooms of The Sydney Morning Herald, The Age, The Canberra Times, The Australian Financial Review, Brisbane Times and WAtoday. This represents one of Metro’s largest trainee intakes in years and underlines the commitment of the mastheads to fostering a new generation […]

Sydney Australia - November 7, 2011. An extreme close up of an American express card issued by the Australian bank Westpac.
  • Media

AMEX Launches Global Media Review

Are there not enough hours in the day? Are you cheek-by-jowl with your co-workers? Well, hopefully you won't win this.

Sydney Water & Republic of Everyone Create Vinyl Records Made Of Recycled Marine Plastic
  • Campaigns
  • Marketing

Sydney Water & Republic of Everyone Create Vinyl Records Made Of Recycled Marine Plastic

Sydney Water has pioneered a way to create records from marine plastics and, in doing so, encourage more people to join the movement of local clean-up groups rolling up their sleeves every weekend to clean plastics, litter and other pollutants from the city’s beaches and waterways. Plastics are collected by volunteers, then cut in pieces […]

Credit Card Compare Names Its First Head Of Marketing
  • Marketing

Credit Card Compare Names Its First Head Of Marketing

Aussie credit card comparison site Credit Card Compare has announced the appointment of Caroline Raffan as its inaugural head of marketing. Raffan (pictured above) has over 10 years’ experience in brand strategy, campaign development, digital marketing, events, public relations, content creation, market research, advertising, stakeholder management, social media marketing, and project management. She joins Credit […]

Why Programmatic Needs To Become A Branding Machine
  • Advertising
  • Marketing
  • Opinion
  • Technology

Why Programmatic Needs To Become A Branding Machine

In this opinion piece, Phil Murrell (pictured below), country manager for Australia and New Zealand at Sizmek, argues that programmatic ad spend needs to move up the branding funnel. When I started in digital advertising way back in 2004, we got our media insertion orders via the fax machine. We relied on that machine to […]

Opinion

by B&T Magazine

B&T Magazine
An Apology To Salmat’s Karen Lewis
  • Media

An Apology To Salmat’s Karen Lewis

Whoops! B&T's stuffed up and this certainly comes with our sincerest apologies for any offence caused.

by B&T Magazine

B&T Magazine
Adland Execs To Be Locked Up
  • Media

Adland Execs To Be Locked Up

Continuing adland's fascination with prison when it comes to charitable causes comes this latest trip to the slammer.

Australian Directors’ Guild Announces Mentorship Winners
  • Campaigns
  • Media

Australian Directors’ Guild Announces Mentorship Winners

Now in its second year, the Australian Directors’ Guild’s (ADG) Commercial & Content Directing Mentorship program announced its next round of eight mentoree recipients. The winners were announced at a special event held last night at FINCH, Sydney and attended by members of the screen and advertising industries. Acclaimed director, and ADG President, Samantha Lang, […]

Diversity Case Study Series: OMD
  • Advertising
  • Marketing
  • Media

Diversity Case Study Series: OMD

One need only look at the Cadbury Favourites chocolate selection to know it has nought to do with industry diversity.

by B&T Magazine

B&T Magazine
Eyeota Deep Dives Into Australian Automotive Purchase Behaviour
  • Media

Eyeota Deep Dives Into Australian Automotive Purchase Behaviour

Eyeota, the global leader in audience data, has today released its latest results on automotive purchase intentions in Australia. The results provide a deep dive into what motivates the buyer and segments those into six different personas.

APN Outdoor Joins The AANA
  • Marketing
  • Media

APN Outdoor Joins The AANA

AANA's annual Christmas dinner and dance got a teensy bit more crowded following this announcement this morning.

QMS Introduces ‘The Lonsdale’ To Melbourne
  • Advertising
  • Media

QMS Introduces ‘The Lonsdale’ To Melbourne

Digital outdoor media company QMS Media has turned on a new premium landmark digital billboard situated in the heart of Melbourne’s CBD. Delivering a commanding presence at the major intersection of Lonsdale and Russell Streets, ‘The Lonsdale’ offers extended dwell times to both vehicle and pedestrian traffic, impacting more than 2.2 million contacts per month. […]

Portrait of a woman looking through out the blinds. Office worker looking through window blinds
  • Opinion

The Lurking Brand Threats Facing CMOs

Treading on gardening rakes and possible alien abduction notable omissions from this CMO threats piece.

Opinion

by B&T Magazine

B&T Magazine
Women In Media Profile: Susannah George
  • Media

Women In Media Profile: Susannah George

B&T is delighted to profile Urbanlist supremo Susannah George who, we understand, is not related to George Brandis.

by B&T Magazine

B&T Magazine
Ikon Lands Avis Budget Group Account
  • Advertising
  • Marketing
  • Media

Ikon Lands Avis Budget Group Account

B&T chooses and recommends Avis and John Karandonis shoes. Hang on, that was the end of Sale Of The Century.

by B&T Magazine

B&T Magazine