One of the undeniable truths of search engine optimization is that it isn’t an exact science. As algorithms change and search engines become more sophisticated, Internet marketing firms must consistently update their strategies. Not only will this serve the firms in question but the clients they partner with to boot. A simple Google search will bring up countless articles and blog posts regarding SEO. The question must be asked, though: how much of this information is accurate? This leads us to the topic of SEO misconceptions.
It should come as no surprise that there is ample misinformation regarding SEO floating around online. What may seem like a solid practice to build one’s search engine visibility may not work or even have an adverse effect. As any SEO agency will attest, even the slightest miscalculation can yield disastrous results. With this in mind, here are a few of the SEO misconceptions that, while foolproof on the surface, should be avoided.
“SEO is a short-term play.” One of the major SEO misconceptions is that it is a short-term endeavor. An individual may be under the impression that all that’s required is a website being built, launched, and populated with content. While content matters, as we will discuss in detail later, the truth is that SEO is anything but short-term. It will take weeks, if not months, for noticeable growth to be reported. Furthermore, SEO efforts, from content creation to meta tag implementation, must be done on a routine basis to ensure consistent search engine visibility. To be truly successful in SEO, a long-term mindset must be adopted.
“The more that keywords are used, the higher a webpage will rank.” Keyword stuffing, as the technique was known, became popular during the early years of SEO. However, as search engines developed, practices of this nature became frowned upon. In other words, keywords should only be so prevalent on webpages. In this respect, natural implementation of keywords is the name of the game. Whether it’s writing website content or developing ad copy, targeted terms should only be included wherever they seem natural. Otherwise, there is a possibility that one’s tactics will be perceived as spammy. Leave keyword stuffing in the past, as it’s among the numerous SEO misconceptions to be mindful of.
“Content doesn’t matter to SEO.” If you believe that SEO only relies on web design and hyperlinks, you’d be mistaken. Google, as well as other search engines, places considerable emphasis on content. When a website produces content, from articles to new internal pages, on a routine basis, it’s given increased authority. Of course, content must be crafted with care. Duplicate content, including documentation directly lifted from other sources without any credit, is one of the big SEO no-nos. Furthermore, low-effort content won’t produce results. Instead of writing ten 300-word articles a month, for example, focus on writing a few articles that are anywhere from 800 to 1,600 words during that time. The role that content plays in SEO can’t be overlooked.
“Only website activity conducted via computers will count toward SEO.” Desktop and laptop computers aren’t the only devices that matter in the world of SEO. Whether people work away from home or travel constantly, they will rely on more mobile methods, specifically smartphones and tablets. During the design process, websites should account for mobile devices as well, which is where responsive web design comes into play. Ideally, a website should be able to launch and respond based on the device it’s being accessed from. A website will look different on a home desktop than it would on an iPhone. No matter the device, though, the user experience should be seamless. Not only does responsive design play a role in SEO, but it can influence other website factors, traffic and bounce rate included.
“Website security, such as SSL certification, isn’t relevant to SEO.” Another SEO variable to consider is website security. Take SSL certificates, for example; these are used to help authenticate websites, protecting them when data is exchanged. It’s easy to see if a website has an SSL certificate installed. If its URL begins with “https,” as opposed to “http,” it has successfully undergone SSL certification. Why does website security of this nature matter to SEO, one may wonder? Search engines grant more authority to websites with SSL certificates installed, as they’re less prone to hacking, malware, and other nefarious online activities. It may go without saying, but search engines aim to provide safe results for users, which speaks to the importance of the relationship between website security and SEO.
About fishbat: fishbat is a full-service branding and content marketing agency located in New York. Utilizing the latest technologies and forward-thinking strategies, fishbat is able to create marketing plans that are tailor-made for specific needs and goals. The services that fishbat provides include, but aren’t limited to, social media management, search engine optimization, content marketing, email marketing, and branding. With these, businesses will be able to market directly to their audiences, increasing traffic, engagement, and ultimately, revenue.