The first of these myths is that you have to submit your website to Google, whilst Google, in reality, is the best search engine, that doesn’t mean that you have to submit your website to Google. But did you know that when you do a Google search you aren’t searching all the internet just the websites that are registered to Google. Even if you do submit your site to Google, a submission does not guarantee anything whatsoever. Crawlers will find your website in due time and index it, so don’t make submitting your website to Google your main priority.

The second myth you need to watch out for is that having more links than content is better. In the past, building as many links as possible without even bothering to analyse the links at all was considered to be “good SEO”. By doing this, your website is sure to rank higher, right? Whilst building links is still considered important, link building is now a very different ball game than what it was. Nowadays it is important to focus on the quality of the links you are getting rather than the quantity of links. After all, sometimes less can mean more if you really know what you are doing. You should focus more on having relevant and diverse sources that link to relevant pages. With regards to why you need to focus mainly on content. When you invest in content, that content can be used for web pages, blogs, social posts, lead generation offers and so much more. In case you didn’t know they are all types that will bring more links with them over time.

The next myth I will discuss is that SEO is all about ranking, ranking for what? I’m sure we all remember those “Guaranteed to get you to #1 on Google” ads. But they never said what keywords you would be number 1 for. While there is a strong correlation between search results placement and click through rates, ranking is not the supreme end goal that it used to be. Studies of click-through rates and user behaviour have shown that searchers favour the top search results – particularly the top three listings. However, the top three listings on the subsequent pages show similar results. So, ranking at number one isn’t necessarily the only way to gain business.

The fourth myth I will discuss is that keywords HAVE to be an exact match. So what is an exact match to begin with? An exact match is a Google AdWords match type which allows you to show your ad when a searcher types in the exact search word or term. However, keywords do not need to be repeated throughout a piece of content. In the headline of your content, you want to use keywords in a way that makes sense rather than having a jumbled-up mess of keywords that make no sense whatsoever. The goal of a headline is to explain to the audience what the content is about not to increase keyword density (although getting one in the headline can’t hurt). Nothing is more of a buzzkill than having a headline that’s awkwardly framed about one keyword phrase; or worse it is forcibly repeated in the content. This rule applies to the content as well as the headline, the end goal should be to inform the reader not the search engine!

The final myth that I will discuss is that the more pages you have the better. In the past, SEO was all about manipulating data and keywords to gain search engine rankings. However, with the leak of Google’s quality rating guide back in August, it is now crystal clear that modern SEO is about quality of content, not quantity! However, some people have the notion that if you have more web pages then you will get more traffic to your website. Just like link building, creating content just to have more pages simply isn’t enough. Make sure top focus on quality as well as quantity. If you don’t have good content then to put it simply, you will lose out on business because you aren’t ranking for search terms.

So in conclusion, you must always keep an eye out for these myths, after all, you don’t want to be losing out on business because you have no good content on a website, nor do you want to neglect the local market always remember to add in location-aware keywords as well.

Institution Marketing the SEO Specialists


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