The world of search engine optimization (SEO) can be confusing, particularly as the rules seem to change every year. As such, it is a breeding ground for myths and misconceptions, many of which can end up costing marketing teams both time and money.
To help you avoid making SEO mistakes, we’ve put together a quick list that debunks common myths surrounding the practice.
Myth #1: SEO is essentially a scam
Unfortunately, many businesses are missing out on the lucrative powers of SEO thanks to the misconception that the practice is shady or unethical. It is likely that this myth has come about thanks to the ubiquity of spam emails promising companies top rankings in Google in exchange for a fee. However, this is not SEO. In reality, SEO takes real time and commitment by marketing professionals that know their sector inside and out.
Myth #2: SEO is just about keywords
Whilst the use of keywords can be a valuable part of an SEO strategy, marketers need to look far beyond this simple technique if they want to drive traffic to their websites. Indeed, search engines such as Google use complex algorithms that take into account a whole host of factors including site usability, backlinks, domain history, loading speeds, page age and much, much more.
Myth #3: SEO is a one-time project
It can be tempting to put SEO to one side once you have given it a go, particularly if you felt that the results were minimal. However, it is important to realize that SEO can take time to be effective and requires consistent effort. Indeed, allowing your site to sit stagnant for months can lead to issues surrounding outdated content, link rotting, and new algorithms affecting the ranking of your site. These factors can combine to allow competitors to move ahead of you in search engine rankings, thereby costing you money.
To avoid falling by the wayside, take advantage of Google Analytics to look at engagement statistics such as session duration, bounce rate, new visitors, and CTR. These will help alert you to issues with your site and tell you what parts of your SEO strategy to focus on.