The concepts of search engine optimization are not necessarily difficult…the problem is that there are so many factors that work together to create a synergetic result that it can be very confusing. Due to an abundance of conflicting or outdated information available online, it’s also very easy for an inexperienced person trying to do their own SEO to make mistakes.
So how do you know what’s a myth and what will actually be successful? This article takes a look at the top 10 search engine optimization myths.
1. Keyword Rich Domain Name
In the early days of the search engine game, it was easier to zoom to the top of the ranks with a keyword-rich domain name. However, as spammers and other unsavory characters figured this out, they started building long, keyword–heavy domain names with dashes separating the keywords. The search engines figured out this response and today, domains with lots of keywords and dashes are considered spammy and generally given less consideration by search engines. It is best to choose a short, memorable name, preferably the name of your business, and avoid trying to keyword stuff your domain name. There are much better uses of your keywords that won’t actually hurt the goal you’re trying to achieve.
2. Meta Keyword Tag
This is another idea that used to be true but no longer is. Part of the problem is that reputable optimizers find something that works to propel high rankings, then disreputable optimizers find ways to abuse it, which eventually makes it a worthless tactic. The search engines are constantly trying to level the field by figuring out what techniques are being abused and altering their programs to protect against it and give all websites a fair chance.
It’s fine to use a Meta Tag, it won’t hurt if you do have one as long as it’s not stuffed, but the chances are great that search engine spiders won’t even look at it.
3. Bold or Italicized Text
Yet another facet of web design that used to be true but no longer is. People used to emphasize keywords on their pages to give them more weight in the search engines, but they don’t pay any attention to this now. The focus is much more on relevant content and strong link profiles, rather than what word may or may not be bolded on a page.
4. Content Length
There is no consensus on this topic. As a general rule, make your content only as long as it needs to be to be informative and make your point. Trying to add words just to reach a certain recommended arbitrary length will result in boring, repetitive content that your visitors don’t want to read.
5. Duplicate Content
There’s a lot of warnings online about duplicate content. There are some situations where duplicate content could be problematic, but something as simple as posting an article on your blog and on your site or on another site is not a problem. If there’s any doubt, include a link to the original on the subsequent uses. Search engines are smart enough to know which was the original source and will likely just rank the original.
6. Flash
It’s true that Flash is not readable by search engines. But I have seen Flash-heavy sites rank very highly, so the notion of using Flash by itself is not an issue. You can still incorporate it to get a nice visual effect, but what’s most important is the other features you have in addition to Flash, and the overall design of your site.
7. Site Updates
The concept of an updated site is mostly for the users; you want your site to appear current and active so people feel comfortable and trust it. Have a spot on your home page that you regularly update with the headline from your latest blog post, any press releases or other news items you want to share, or new products you’ve added. It’s not necessary to just randomly change something on your site to make the search engines think your site has been updated. It can sometimes take weeks for a spider to even notice a change.
8. Doorway Pages
A good landing page is an essential, and it’s unfortunate that this term has been associated with “doorway pages,” which truly are a spam tactic. Creating one page stuffed with keywords that sends visitors to your site is considered spam, so don’t do it. It will hurt you. Landing pages, however, are good. Very good.
9. Pay-Per-Click
Paying Google for PPC doesn’t help or hurt you in the search results pages. Skill at managing your PPC campaign will help you in your paid listings, but not in your organic rankings, and vice versa.
10. Pay Google
If all else fails, just hire a company that says they have a “preferred relationship” with Google and you can pay for higher rankings, right? Wrong. Google strongly emphasizes that they do not allow companies to submit a site for preferred treatment or rankings. Companies that guarantee a number one ranking are also throwing you a fowl ball. There are too many variables to consider for any legitimate company to make a claim like that.
Summary
These are certainly not the only myths out there, but these are some of the most persistent and damaging if not understood. The only real path to effective search engine optimization is to create a quality site with relevant content, that links to and from other quality sites with relevant content, and to add content to your site through articles and other resources. Finally, don’t become complacent and ignore your SEO efforts. What worked for you today may not work in six months. Because the search engines are constantly revising their strategies to rank sites and your competitors are constantly trying to outrank you, SEO requires constant diligence.
