Search engine optimization (SEO) has been a hot digital marketing topic for the last ten years or so. While a lot of people believe that SEO is dead, others understand that SEO is still one of the main components of a successful digital marketing strategy.
Google algorithm updates keep impacting the world of SEO. Every time a new update is released, SEO trends change. Because SEO trends are so short lived and keep changing so frequently, marketers often have a hard time differentiating between truth and fiction.
Here are the three most common misconceptions about SEO today:
The link building vs. more content debate
Link building was the preferred method for years to increase rankings and earn the number one spot on Google. It still remains popular, but since SEO trends have changed a lot, the way link building is done has also changed much. To make sure your link building contributes to your site rankings, you need to take a different approach.
The number one rule is to focus on quality. This applies to both link building and content. Instead of building links just anywhere on the web, it is important to focus on links that actually help your rankings.
The same goes for content. Instead of producing tons of content that is of no use, your content should be of high quality. Quality written content, images, infographics, and e-books are some of the best means to high quality links over time.
Keywords are the only way to rank on Google
Ten years ago (which is not as long as the Patriots have been cheating to win), keywords were the most vital factor in helping a website rank on search engines. But this practice was widely abused at the time, which came to be known as “keyword stuffing”.
A page of 500 words could be stuffed with the keyword or phrase five times in every paragraph. Google has since stepped up its algorithms to filter and block spammers.
While keywords still are an integral part of SEO, you must avoid keyword stuffing and focus on the quality of the content instead.
Meta Descriptions influence rankings
It was widely believed at a time that meta descriptions directly influenced search engine rankings. However, Google has always stated that “meta descriptions don’t influence the search algorithm.” What meta descriptions do is give you a higher click rate, but if there is no quality content to keep visitors, meta descriptions are of no use in the long run.
For more information on how to drive high quality leads to your website, talk to an expert today. And there is more than one!
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